Describe the concept of 'up-selling' in hospitality sales.

Up-selling in hospitality sales is a strategy aimed at encouraging guests to choose a higher-end product or service than they initially intended to purchase. This approach not only enhances the guest experience by providing them with potentially superior options, but it also supports the business by increasing revenue. For instance, a hotel might suggest an upgraded room with better amenities or a restaurant may recommend a more expensive wine with a meal.

The key aspect of up-selling is its focus on the value and quality associated with the more expensive option, which can lead to greater satisfaction for the guest when they find out the additional benefits of the higher-end product. Establishing this kind of relationship with guests can lead to repeat business and positive word-of-mouth referrals, both essential elements in the hospitality industry.

The other options presented emphasize discounting, decreasing prices, or simply offering alternatives, which do not align with the goal of enhancing revenue through encouraging higher-value purchases. Up-selling is fundamentally about enhancing the guest experience through premium offerings rather than focusing on cost reductions or mere alternatives.