Acting on Data: Sofitel Dubai Jumeirah Beach’s upselling success in a crowded market

REVENUE MANAGEMENT

Already strong in front-desk upselling, Sofitel Dubai Jumeirah Beach struggled with manual, inconsistent pre-arrival efforts in one of the world’s most competitive markets.To solve this, they turned to Oaky, an Accor-certified upselling solution, recommended by other properties already seeing strong results.

Why it matters: In a destination as competitive as Dubai, every touchpoint in the guest journey matters - and even small gaps can lead to lost revenue.

For Tina Rodrigues, Director of Revenue Management, Oaky isn’t just a tool, it’s a co-pilot. By refining offers, testing ideas, and aligning upsells across touchpoints, her team has built a dynamic, guest-focused program that now generates on average AED 21,000 (~€5,200) in monthly incremental revenue.

Top 3 Core Objectives: The hotel set out to stand out in a crowded market by taking full control of their upsell strategy, creating and adapting offers in real time, while ensuring guests consistently saw and booked upgrades before arrival.

Drive Competitive Edge: Dubai’s hotel market is fiercely competitive, with oversupply, constant new openings, and high guest expectations. Sofitel Dubai Jumeirah Beach needed a way to stand out and capture incremental revenue - without adding pressure on the team.
Standardize Upselling Process: Guests often didn’t know what upgrades or services were available, leading to missed upsell opportunities. The hotel wanted a consistent pre-arrival journey to ensure guests saw and booked these offers.
Grow Ancillary Revenue: The hotel wanted to increase revenue through add-ons like breakfast, early check-in/late check-out, and room upgrades instead of relying solely on room rates.

Innovators Mentioned

Accor

Oaky by Plusgrade

Tina Rodrigues

Director of Revenue Management

Accor

"The system is amazing. I’m seeing strong revenue with very little effort. Just set up the packages, monitor a little, and it works on its own!"

Tina Rodrigues

Director of Revenue Management

👍 Director of Revenue Management Tina Rodrigues said that the system helped elevating their ancillary revenue without heavy manual work:

"The system is amazing. I’m seeing strong revenue with very little effort. Just set up the packages, monitor a little, and it works on its own!"

⚖️ The selection process: During their research process, Tina Rodrigues evaluated Oaky by Plusgrade's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Oaky by Plusgrade was the best fit solution:

Director of Revenue Management Tina Rodrigues said, about their decision: "Oaky stood out due to its intuitive interface, dynamic segmentation, and the ability to create localized offers. It’s easy to use, and I can make changes anytime."

📈 The results: Sofitel Dubai Jumeirah Beach now generates an average of AED 21,000 (~€5,200) in monthly upsell revenue, driven by a healthy mix of room upgrades, extras, and room-related services. With timely, seasonally relevant offers and less manual work for the team, the hotel consistently captures pre-arrival demand while operating more efficiently.

Achieved an AED 21,000 (~€5,200) monthly upsell revenue in H1 2025, on average.
Offers continually aligned with events and seasonal trends to boost guest engagement
Automated upselling that freed reservations team time

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