4-star seafront hotel · Middelkerke
€24,000+ 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 under 6% of arriving guests. Now it reaches more than 65% of them, and every arrival is worth more than €12.
- Rooms
- 73
- Group
- C-Hotels
- Location
- Middelkerke, Belgium
- Live since
- 2026
- €24,000+
- Upsell revenue since launch
- <6%65%+
- Of arriving guests reached
- €12+
- Extra revenue per arrival
- <10s
- 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, under 6% of arriving bookings ever received a message. 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. 450+ 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 under ten seconds. Over 90 days the AI handled 4,000+ messages; the team handled fewer than 25.
The month after
Before May
Ancillary revenue is whatever the desk managed to sell, and nobody can tell you which offer worked.
Now
€24,000+, 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 |
|---|---|---|
| €24,000+ | Upsell revenue since launch | 450+ orders booked straight into the PMS across the first three months. Breakfast accounts for more than €15,000 of it and parking for more than €8,000 - both things the front desk used to sell by asking at check-in, if at all. |
| <6%65%+ | Of arriving guests reached | In the eight months before launch, under 6% of arrivals ever got a message. In the three months after, more than two in three did, and the best full month passed 80%. |
| €12+ | Extra revenue per arrival | In the best full month, better than one booking in eight bought something. Spread across every arrival, that's more than €12 each. |
| <10s | Median time to an answer | 90th percentile under 20 seconds. Over the last 90 days the AI answered 4,000+ guest messages and staff answered fewer than 25. |
- €24,000+
Upsell revenue since launch
450+ orders booked straight into the PMS across the first three months. Breakfast accounts for more than €15,000 of it and parking for more than €8,000 - both things the front desk used to sell by asking at check-in, if at all.
- <6%65%+
Of arriving guests reached
In the eight months before launch, under 6% of arrivals ever got a message. In the three months after, more than two in three did, and the best full month passed 80%.
- €12+
Extra revenue per arrival
In the best full month, better than one booking in eight bought something. Spread across every arrival, that's more than €12 each.
- <10s
Median time to an answer
90th percentile under 20 seconds. Over the last 90 days the AI answered 4,000+ guest messages and staff answered fewer than 25.
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 under 6% of arriving guests. Now it reaches more than 65% of them, and every arrival is worth more than €12.