4-star seafront hotel · Middelkerke
€24,914 of upsell revenue, in three months
Silt is the landmark on Middelkerke's seafront: 73 rooms, all with sea views, a casino in the building and the beach on the doorstep. Before May it reached 5.5% of arriving guests. Now it reaches 69% of them, and every arrival is worth €12.62 more.
- Rooms
- 73
- Group
- C-Hotels
- Location
- Middelkerke, Belgium
- Live since
- 2026
- €24,914
- Upsell revenue since launch
- 5.5%69%
- Of arriving guests reached
- €12.62
- Extra revenue per arrival
- 7s
- Median time to an answer
A landmark that wasn't talking to its guests
Silt opened as the focal point of Middelkerke - 73 sea-view rooms, a wellness area looking onto the beach, and the town's new casino in the same building. The kind of property where a guest arrives with expectations.
The guest communication didn't match. Across the eight months to April, 345 of 6,239 arriving bookings ever received a message. Five and a half percent. Everyone else arrived having heard nothing since they booked.
Which also meant breakfast and parking were only ever sold at the desk, in the ninety seconds while somebody checked in - and only if the person on shift remembered to ask.
The same arrival, before and after
One booking, from the day it lands to the morning after checkout.
The booking
Before May
It lands in the PMS and nothing else happens. Nineteen guests in twenty hear nothing between booking and walking through the door.
Now
The journey starts on its own. Seven in ten arrivals now get a message, and more than half of them write back.
Two days out
Before May
Breakfast and parking are things the guest will find out about at the desk, if there's time to mention them.
Now
Both are offered while the guest is still packing. 473 orders so far, booked straight into the PMS rather than scribbled on a note.
During the stay
Before May
A question means finding reception, or the phone in the room, and hoping somebody is free.
Now
Answered in a median of seven seconds. Over 90 days the AI handled 4,182 messages; the team handled 21.
The month after
Before May
Ancillary revenue is whatever the desk managed to sell, and nobody can tell you which offer worked.
Now
€24,914, split by product and by month, sitting in the PMS where the finance team can see it.
What they switched on
The journey first, because nothing can be sold to a guest you never reached. Upsells followed a fortnight later.
- Discovery
- Booking (this part)
- Pre-arrival (this part)
- In-stay (this part)
- Post-stay
The numbers, in full
| The result | What it is | What's behind it |
|---|---|---|
| €24,914 | Upsell revenue since launch | 473 orders booked straight into the PMS between June and mid-August. Breakfast accounts for €15,746 of it and parking for €8,998 - both things the front desk used to sell by asking at check-in, if at all. |
| 5.5%69% | Of arriving guests reached | In the eight months before launch, 345 of 6,239 arrivals ever got a message. In the three months after, 2,215 of 3,201 did. July was the best full month at 83%. |
| €12.62 | Extra revenue per arrival | July: 149 distinct bookings bought something out of 1,177 arrivals - a 12.7% attach rate. Spread across every arrival, that's €12.62 each. |
| 7s | Median time to an answer | 90th percentile 15 seconds. Over the last 90 days the AI answered 4,182 guest messages and staff answered 21. |
- €24,914
Upsell revenue since launch
473 orders booked straight into the PMS between June and mid-August. Breakfast accounts for €15,746 of it and parking for €8,998 - both things the front desk used to sell by asking at check-in, if at all.
- 5.5%69%
Of arriving guests reached
In the eight months before launch, 345 of 6,239 arrivals ever got a message. In the three months after, 2,215 of 3,201 did. July was the best full month at 83%.
- €12.62
Extra revenue per arrival
July: 149 distinct bookings bought something out of 1,177 arrivals - a 12.7% attach rate. Spread across every arrival, that's €12.62 each.
- 7s
Median time to an answer
90th percentile 15 seconds. Over the last 90 days the AI answered 4,182 guest messages and staff answered 21.
Sounds like your hotel?
- 50 to 150 rooms with real ancillary products - breakfast, parking, wellness
- Extras that only get sold if the person on shift remembers to ask
- Most arrivals hearing nothing between the booking and the front door
- A PMS you intend to keep - the revenue books straight back into it
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Silt is the landmark on Middelkerke's seafront: 73 rooms, all with sea views, a casino in the building and the beach on the doorstep. Before May it reached 5.5% of arriving guests. Now it reaches 69% of them, and every arrival is worth €12.62 more.