AI Upselling & Ancillary Revenue
Plusgrade
SF 8.3Ancillary revenue platform for hospitality brands
Contact sales
AI Upselling & Ancillary Revenue
UpsellGuru
SF 8.3Hotel upselling with bidding and training
Contact sales
Quick decision guide
Choose based on your workflow
Plusgrade may fit better if...
- Upgrade Offers
- Ancillary Automation
- Hospitality Integrations
UpsellGuru may fit better if...
- Dynamic Pricing
- Offer Management
- Staff Training
Overview
How each tool is described
Plusgrade
What is Plusgrade?
Plusgrade is an ancillary revenue and loyalty commerce platform for airlines, hotels, cruise lines, passenger rail operators, and financial-services loyalty programs. Its portfolio spans traveler upgrades, airport and onboard ancillaries, hotel upselling, and loyalty-currency commerce, with Points operating as a Plusgrade company and Oaky joining its hospitality business in 2025.
- Travel upgrades and ancillaries: Premium Upgrade lets eligible travelers bid for or directly purchase higher cabins, rooms, or travel classes. For airlines, Seat Blocker monetizes otherwise unsold adjacent seats or rows, while SpeedPass sells airport benefits such as priority check-in, baggage drop, expedited security, and priority boarding.
- Hospitality upselling: Plusgrade’s current hotel products include Premium Upgrade for room upgrades, StayExtend for early arrival, late checkout, and stay extensions, and StayPlus for extras such as dining, spa services, and amenity rentals. These white-label products integrate with PMS, booking-engine, channel-management, and revenue systems. Plusgrade acquired Oaky in October 2025 and is progressively bringing capabilities from both hospitality platforms into a broader unified upselling suite.
- Loyalty commerce: through Points, Plusgrade supports buying, gifting, and transferring points or miles as well as exchanging, earning, and redeeming loyalty currency through partner and co-branded channels. Loyalty balances can also be used for eligible travel ancillaries, including upgrade bidding and payments, linking the company’s loyalty and ancillary-revenue businesses.
- Commercial and integration model: Plusgrade delivers partner-branded customer interfaces with configurable business rules, targeting and decisioning, integrations into existing travel systems, and partner dashboards for program management and performance reporting. Its current product positioning emphasizes a commercial structure with no upfront implementation costs for its core ancillary solutions, although exact commercial terms are determined through partner agreements rather than published self-service pricing.
Plusgrade is most relevant to established travel and loyalty brands that have upgrade inventory, ancillary products, or loyalty currency they want to merchandise through integrated post-booking and in-journey experiences rather than building those revenue programs internally.
UpsellGuru
What is UpsellGuru?
UpsellGuru is a hotel upselling platform that helps accommodation providers increase ancillary revenue by offering personalized upgrades, services, and additional experiences throughout the guest journey. It enables hotels to create and manage targeted offers before arrival, during check-in, and during a guest’s stay through digital communication channels and automated upselling workflows.
- Guest upselling workflows: UpsellGuru allows hotels to promote room upgrades, add-on services, and additional experiences through personalized offers designed around guest preferences and booking information.
- Digital guest engagement: the platform supports guest communication through channels such as email, messaging, and digital touchpoints, helping properties present relevant offers at different stages of the guest journey.
- Revenue and offer management: hotels can manage upgrade opportunities, monitor upselling activity, and track performance to understand how additional revenue opportunities are converting.
- Hospitality integration: UpsellGuru is designed to work alongside hotel technology systems, allowing properties to connect guest information and operational workflows when creating targeted upsell experiences.
UpsellGuru is most suitable for hotels and hospitality businesses that want to improve ancillary revenue generation through automated, personalized guest offers rather than relying only on manual upgrade conversations at the property.
Side-by-side
Key differences
Criteria
AI Upselling & Ancillary RevenuePlusgrade
AI Upselling & Ancillary RevenueUpsellGuru
Best for
AI Upselling & Ancillary Revenue
AI Upselling & Ancillary Revenue
Score
8.3/10
8.3/10
Pricing
Contact sales
Contact sales
Category / audience
AI Hotel Management & Operations Software › AI Upselling & Ancillary Revenue
- hotel upselling
- ancillary revenue
- upgrade bidding
AI Hotel Management & Operations Software › AI Upselling & Ancillary Revenue
- hotel upselling
- ancillary revenue
- room upgrades
Feature check
Side-by-side feature check
Feature
Plusgrade
UpsellGuru
Upgrade OffersGuests receive personalized upgrade opportunities before travel
-
Ancillary AutomationOffer flows monetize travel intent automatically
-
Hospitality IntegrationsPMS connections support hotel upsell programs
-
Offer TargetingRules match offers to guest context
-
Revenue AnalyticsDashboards track conversion and ancillary performance
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Journey CoverageUpsells can span multiple travel stages
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12 capabilities compared.12 differentiating rows are shown first.
Use cases
Who they're built for
Plusgrade
- Launch hotel upgrade bidding programsLet guests compete for premium rooms and experiences
- Scale ancillary revenue across brandsCentralize offer programs for portfolios with many properties
- Automate personalized travel upgrade offersSend relevant paid options during the traveler journey
UpsellGuru
- Run room upgrade bidding programsLet guests bid for better room categories easily
- Manage tailored guest ancillary offersCreate relevant packages, extras, and paid services quickly
- Support staff-led upsell adoption programsTrain teams to present upgrades with confidence daily
The trade-offs
Pros & cons of each tool
Trade-offs
Plusgrade
Pros
- Broad travel upselling experience supports hotel monetization
- Strong fit for brands scaling ancillary revenue
- Acquisition of Oaky deepens hospitality upsell capabilities
Cons
- May feel heavy for small independent properties
- Hotel roadmap overlaps with Oaky acquisition plans
- Custom pricing requires direct commercial discussion before purchase
Trade-offs
UpsellGuru
Pros
- Guided upselling workflows support practical hotel adoption
- Dynamic pricing helps tune upgrade offer value
- Staff training improves confidence around revenue offers
Cons
- Enterprise governance appears lighter than large platforms
- Best value depends on active offer management
- Pricing structure should be confirmed before rollout
Final verdict
Best fit depends on your workflow
Current catalog data shows meaningful overlap between Plusgrade and UpsellGuru. Use the signals below to decide based on workflow, ecosystem, pricing, and implementation fit.
Differentiators available
Plusgrade has 4 visible decision signals and UpsellGuru has 4.
Choose Plusgrade if…
- Launch hotel upgrade bidding programs
- Scale ancillary revenue across brands
- Automate personalized travel upgrade offers
- Upgrade Offers
Choose UpsellGuru if…
- Run room upgrade bidding programs
- Manage tailored guest ancillary offers
- Support staff-led upsell adoption programs
- Dynamic Pricing
TRY THEM YOURSELF
See which one fits your workflow
Both tools have their strengths, the best way to decide is to spend a few minutes inside each.