Note: The information in this article is based on publicly available details at the time of writing (September 2026). Vendors may update their offerings, so we recommend checking the provider’s official website for the latest information.
Quick answer: Best upsell tools in 2026For hotels in Europe, the best upsell software options are: Runnr.ai, Oaky by Plusgrade, UpsellGuru, OPERA Cloud, ChargeAutomation, and Turneo. For the most part, these solutions are priced per unit or per property, and work by suggesting personalized upsells throughout the guest journey and automatically adding the upsell to the guest booking. Read more about each upsell software in the below article or calculate the expected ROI of upsell software Runnr.ai in just 2 minutes here. |
35% of guest spending happens after check-in but this is often missed at hotels that rely on busy front desk staff to propose offers to guests, and there is even more money left on the table for securing upsells before guests arrive. Hotel upsell software turns upsells like a room upgrade, breakfast, or late checkout into a personalized offer a guest sees at the moment they're likely to say yes. This article walks through the top upsell software for hotels in Europe, based on market research and publicly available information.
|
Name |
Type |
Pricing model |
Best for |
|---|---|---|---|
|
Runnr.ai |
Upsells within a guest experience platform |
Per room |
Independent hotels and groups looking to increase upsells and improve overall guest experience |
|
Oaky by Plusgrade |
Point solution |
On request |
Large hotel chains and groups that are looking for a point solution for increasing upsells |
|
UpsellGuru |
Point solution |
Per room |
Boutique and luxury hotels looking for a flexible point solution that supports bidding and fixed-price upgrades |
|
OPERA Cloud |
Hospitality suite |
On request |
Hotels already committed to Oracle OPERA Cloud looking to add upselling without using a new tool |
|
ChargeAutomation |
Upsells within a payment automation platform |
Per room + platform fee |
Hotels looking for one tool that combines online check-in, payments, and upselling |
|
Turneo |
Upsells within an operating system for experiences and services |
On request |
Luxury independent and group hotels looking to monetize experiences and services |
Now we’ll dive into each option in more detail.
Website: runnr.ai
Type: Upsells tool built into a guest experience platform
Best suited for: Independent hotels and hotel groups looking to combine upsells with managing guest messaging and their overall experience
Pricing: Runnr.ai’s pricing is per room, and ranges from the Pro plan starting at €100 total per month to the Enterprise plan which starts at €400 total per month. All plans include a 30-day trial period. Note: this pricing is for the guest experience platform as a whole (not just upselling!).
Runnr.ai is a guest experience platform with built-in upsell tools that proactively suggest personalized upsells in the conversations guests are already having across the main channels—WhatsApp, SMS, OTA inboxes etc—at exactly the right moment.
When a guest accepts an offer, whether that's breakfast, a late checkout, or a bike rental, Runnr.ai prices it from the guest's actual booking, confirms it, and books it directly into the PMS. If items need approval from a staff member, it flags the request and resumes the conversation with the guest once approved or rejected.
Once an upsell is confirmed, it automatically adds the upsell to the guest’s booking and invoice in the PMS and creates a reservation or fulfillment task in the hotel’s other systems as relevant e.g. a table reservation in the restaurant management system or a task in the housekeeping system. This means upsells can be fully automated, saving time for the front desk and earning €130+ extra revenue per room per month while giving guests what they want.
As a recent HotelTechReport reviewer commented:
“Proactive upselling, however never 'in your face' and a never ending roadmap of new features being built…Furthermore, allowing for any product to be booked straight into the PMS, is an amazing feature - as it does exactly what you would expect: take away the administrative
hassle from the front desk.”
Website: www.oaky.com
Type: Point solution for upsells
Best suited for: Large and mid-sized hotels looking for a high-volume upsell engine with pre-built templates across the pre-stay, front-desk, and in-stay journey.
Pricing: Oaky by Plusgrade’s pricing is available on request.
Oaky is an established name in hotel upsell software to help its clients maximize TRevPAR (Total Revenue Per Available Room) through personalized upsells and automated workflows. Plusgrade, the ancillary-revenue and travel-upgrade platform best known in the airline industry, acquired Oaky in October 2025 and now brands it ‘Oaky by Plusgrade’.
The two companies plan to fold their upsell products into one combined suite over time, so it's worth a quick check on scope and pricing closer to when you’re ready to get started, since what's being evaluated today may not be the same product in a year.
As for the upsell software itself, it is built around three main products: Pre-Stay Upsell, Front Desk Upsell, and In-Stay Upsell. There are over 100 high-converting offer templates available and it provides the capability to use dynamic pricing for room upgrade upsells. Like most solutions on this list, it integrates with commonly used PMS platforms and booking engines.
Website: upsellguru.com
Type: Point solution for upsells
Best suited for: Boutique and luxury hotels looking for a flexible point solution that supports both guest bidding and fixed-price upgrades
Pricing: UpsellGuru’s pricing is a monthly cost per room, ranging from €2.30 with the Silver plan to €8 per room per month with the platinum plan.
UpsellGuru enables smarter upselling for hotels from pre-arrival to in-stay upsells. Built for hotels, its clients range from independent boutique hotels through to large upscale brands.
UpsellGuru sells upgrades and add-ons through a pre-arrival email, where guests either name their own price for a room upgrade or accept a fixed rate for other extras. Its Auto-Pilot feature checks PMS availability automatically and confirms any bid that falls within a preset floor and ceiling price, with no staff review required.
One reviewer from Austria commented on how guests feel about UpsellGuru’s approach:
“Our guests like the experience that comes with using UpsellGuru. It's an easy way to fulfill your holiday with additional bookings.”
PMS integrations are either 2-way or 1-way, and it also offers integrations with several channel managers, guest communication tools, and pricing and data management tools.
Website: oracle.com/hospitality (formerly Nor1)
Type: Upsells tool within the Oracle Hospitality suite of solutions
Best suited for: Hotels already committed to Oracle OPERA Cloud looking to add machine-learning upsell merchandising without introducing a separate system
Pricing: Nor1 (part of OPERA Cloud) pricing is available on request, likely as an add-on to an existing plan
Nor1 used to be an independent upsell vendor before Oracle acquired it and folded it into OPERA Cloud in 2020, where it now runs as part of Guest Engagement and Merchandising rather than as a separate product. Machine learning selects which upgrades and add-ons to offer based on a guest's own reservation data, length of stay, and arrival date.
These personalized offers are then suggested at the booking stage, pre-arrival, or at check-in. A staff member can review and approve requests to book upsells as needed, and if a guest confirms then it automatically updates the guest’s reservation details in OPERA Cloud. According to OPERA Cloud, this makes the upsell process 15x faster than manual processes.
Website: chargeautomation.com
Type: Upsells tool within a hospitality payment automation platform
Best suited for: Vacation rentals and independent or budget properties looking for one tool that combines online check-in, payments, and upselling.
Pricing: ChargeAutomation offers three main pricing plans, ranging from the free Basic plan to the Professional plan at $8 (approx €6.90) per property and $149 (approx €128.50) platform fee per month.
ChargeAutomation began as a check-in and payments tool for vacation rentals and independent properties, with upselling folded in alongside ID verification, branded guidebooks, and smart-lock access. It connects to the main PMS platform, 120+ payment gateways and smart lock providers to ensure upsells can be fully handled from offer to payment.
Guests see add-on offers at several points: booking confirmation, the online check-in flow, their own guest portal, and automated messages sent one and seven days before arrival. The 1-click purchase options are especially effective, increasing the upsell conversion rate by 15-20% on average.
Payment is collected automatically ahead of time, though items marked as subject to availability are held and only charged once a request is approved. It has built-in controls for fraud detection and accepts all the common payment methods, including Google Pay, Apple Pay, and Klarna.
Website: www.turneo.com
Type: Upsells tools within an operating system for hotel experiences and services
Best suited for: Luxury independent and group hotels looking to monetize experiences and services, not just room upgrades.
Pricing: Turneo’s pricing is available on request.
Founded in 2022, Turneo takes a broader view of upselling than some of the tools on this list, digitizing a hotel's entire menu of paid extras, such as spa treatments, dining, airport transfers, rentals, and local activities, rather than focusing on room upgrades alone.
One reviewer from Croatia explains how this is helpful for their role:
“It also allows me to provide guests with better, more personalized recommendations, since I can quickly find and secure great experiences for them.”
Guests can book these extras through the hotel's own website, a guest app, messaging, or with help from staff, and an AI layer builds a personalized itinerary from whatever the guest has already booked, then surfaces the add-ons it thinks are most likely to land. On the operations side, the platform also handles availability, pricing, and commission tracking for each experience.
It integrates with OPERA Cloud, Mews, and some other PMS systems but Turneo doesn't say publicly whether a confirmed booking pushes automatically into the PMS or needs manual entry, so that is worth checking before implementing this solution.
Now that we’ve walked through each upsell software, it’s hopefully clearer on what the best option is for your hotel(s). Even so, to help you make the right decision, we’ve added a few factors for your consideration below:
Once you’ve made your decision, you can be up and running in as little as an hour depending on your chosen solution.
Which of these six makes sense depends mostly on what a hotel already has in place. Oaky by Plusgrade and UpsellGuru may be a good fit for hotels looking for a point solution for suggesting upsells. Nor1 is most relevant for existing users of Oracle’s OPERA Cloud, and ChargeAutomation fits vacation rentals and independent properties that want check-in, payments, and upselling bundled into one tool. Turneo may be worth considering if monetizing and managing experiences is the main goal.
Runnr.ai sits apart from the others in one specific way: upselling comes built into a broader guest experience platform, alongside proactive messaging, a virtual concierge, and an operations hub. For a hotel already running separate tools for those functions, that consolidation question is often worth asking when choosing an upsell software.
Book a demo to see how Runnr.ai could work for your hotel(s), or simply calculate your ROI to see if it is worth exploring with this calculator.
This list was compiled based on a review of upsell software that is commercially available in Europe. Each software was evaluated in terms of its suitability for hotels, features, plans, and client testimonials.
The highest performers were added to this shortlist of 6 hotel upsell software, and for each one we indicated who it is best suited for based on their reviews, client base, and overall set of features.
What is hotel upsell software? Hotel upsell software automatically suggests paid upgrades and add-ons to guests, such as a room upgrade, breakfast, or an activity. It makes these suggestions at the moments in their stay that they're most likely to say yes, and handles some or all of the payment, confirmation, and booking process.
Do I need a separate upsell tool if I already use guest messaging software? Not necessarily. Some broader guest messaging and hospitality platforms include upselling as one built-in feature but point solutions for upsells also exist. Whether a dedicated tool or a built-in feature works better usually comes down to how deep the automation needs to be and how many separate systems you're willing to manage.
How much extra revenue can hotel upsell software generate? It varies by property and tool, but Runnr.ai customers see €50 to €130+ extra revenue per room per month, including Hotel de Sterrenberg who reached €75 extra revenue per room on average within a few months of using Runnr.ai.
Is hotel upsell automation fully hands-off? Rarely completely. Of the tools compared above, most still need a staff member somewhere in the process, whether that's approving a request before the guest gets confirmation, executing a confirmed booking, or manually entering non-inventory items. The more useful question is where in the process staff involvement sits, not whether it exists at all.