Airline ancillary revenue reached $117.9 billion globally in 2023, according to IdeaWorksCompany and CarTrawler. Yet the trade channel consistently underperforms direct channels in ancillary sales — agents attach ancillaries to just 22-30% of bookings compared to 40-55% through airline websites. The gap represents billions in lost revenue and a massive opportunity for airlines that train agents effectively.
The Ancillary Revenue Opportunity
Revenue by Product Category
| Ancillary Product | Global Revenue (2023) | Trade Channel Potential | Agent Training Priority |
|---|---|---|---|
| Baggage (checked, excess, oversize) | $35.7B | High — agents handle complex itineraries with varied bag needs | Critical |
| Seat selection (extra legroom, preferred) | $12.3B | High — agents can match seat to customer need | Critical |
| Onboard food and beverage | $8.1B | Medium — pre-ordering increasingly bookable via trade | Important |
| Lounge access | $4.2B | High — premium customers expect agents to offer this | Important |
| Wi-Fi and connectivity | $3.8B | Medium — growing as packages become pre-bookable | Moderate |
| Fast-track security | $2.1B | Medium — high-value add for business travellers | Moderate |
| Travel insurance | $9.5B | Low — agents often sell their own products | Low priority |
| Priority boarding | $1.8B | Medium — easy upsell at point of booking | Moderate |
| Bundles (fare + ancillary packages) | $15.4B | High — simplest selling proposition for agents | Critical |
Source: IdeaWorksCompany Ancillary Revenue Yearbook; CarTrawler Ancillary Revenue Study
The Agent Performance Gap
| Metric | Direct Channel | Trade Channel | Gap |
|---|---|---|---|
| Ancillary attach rate | 45-55% | 22-30% | -20-25 pts |
| Average ancillary revenue/booking | £65-£95 | £25-£40 | -£40-55 |
| Seat selection attach | 42% | 18% | -24 pts |
| Baggage pre-purchase | 35% | 22% | -13 pts |
| Lounge access attach | 15% | 5% | -10 pts |
If agents matched direct channel performance, trade ancillary revenue would nearly double.
Why Agents Don't Sell Ancillaries
The Barriers
| Barrier | Detail | Training Solution |
|---|---|---|
| "It's not my job" | Agents see ancillaries as airline responsibility | Reframe: ancillary selling improves customer experience AND agent revenue |
| Product ignorance | Agents don't know what's available or how to book it | Comprehensive product training with booking walkthroughs |
| System complexity | Some GDS/booking systems make ancillary booking difficult | System-specific training; workaround guides |
| Price sensitivity | Agents fear customers will think they're being upsold unnecessarily | Value-framing training; customer-benefit language |
| Commission uncertainty | Agents aren't sure they earn commission on ancillaries | Clear commission communication by airline |
| Time pressure | Adding ancillaries extends the booking conversation | Efficient selling scripts; learn to offer in under 60 seconds |
Training Programme Design
Module Structure
Module 1: The Ancillary Landscape (10 minutes)
| Content | Detail |
|---|---|
| What ancillaries are available | Complete product catalogue with current prices |
| Why ancillaries matter to customers | Customer satisfaction data; post-flight complaint analysis |
| Why ancillaries matter to agents | Commission opportunity calculation |
| How ancillaries fit the booking process | When and how to introduce ancillaries naturally |
Module 2: Product Deep-Dive (15 minutes)
| Product | Knowledge Required | Selling Angle |
|---|---|---|
| Seat selection | Seat map navigation; extra legroom specifications; exit row rules | "I can reserve your preferred seat now — would you like extra legroom or an aisle?" |
| Baggage | Weight/size limits per fare class; excess bag pricing; sports equipment policies | "Your fare includes one bag. Shall I add a second for your return — it's cheaper to pre-book than pay at the airport" |
| Lounge access | Lounge locations; facilities; guest policies; day pass pricing | "For a 3-hour layover, the lounge pass is worth every penny — quiet space, food, drinks, and Wi-Fi" |
| Meal upgrades | Pre-order options; dietary accommodations; premium meal pricing | "You can pre-order the premium meal — it's a step up from the standard service and only £12" |
| Wi-Fi | Package options; coverage; speed tiers | "The Wi-Fi package covers the whole flight — useful if you want to stay connected or keep the kids entertained" |
| Fast-track | Available airports; process; who benefits most | "Fast-track security saves 20-30 minutes at Heathrow — for an early morning flight, it's a game-changer" |
| Priority boarding | What it includes; group boarding process | "Priority boarding means you board first — guaranteed space in the overhead bin for your bag" |
Module 3: Selling Techniques (10 minutes)
The 60-Second Ancillary Conversation:
| Step | Script | Duration |
|---|---|---|
| 1. Transition | "Great — your flights are confirmed. Let me quickly check a few things that'll make your journey smoother" | 5 seconds |
| 2. Seats | "Would you like me to reserve your seats? I can see there's extra legroom available on both flights" | 10 seconds |
| 3. Bags | "Your fare includes [X] bags. Will you need any additional luggage for the return?" | 10 seconds |
| 4. Comfort | "For a [duration] flight, the [lounge/Wi-Fi/meal] package is popular — shall I add that?" | 10 seconds |
| 5. Summary | "So with seats, extra bag, and the lounge, that's an additional £[amount] — shall I add those?" | 10 seconds |
| 6. Confirm | Confirm ancillary selections and total price | 15 seconds |
Module 4: Bundling and Value-Framing (8 minutes)
| Bundle Approach | Example | Value Frame |
|---|---|---|
| Fare + ancillary bundle | Economy + checked bag + seat selection | "The bundle saves you £25 compared to adding each separately" |
| Comfort package | Extra legroom + priority + lounge | "Think of it as your stress-free upgrade — the whole airport experience is transformed" |
| Family package | Seats together + extra bags + kids' meals | "I'll make sure the family sits together and you've got enough luggage allowance — one less thing to worry about" |
| Business traveller package | Lounge + Wi-Fi + fast-track + extra legroom | "Your travel day becomes productive instead of stressful" |
Module 5: Roleplay Practice (10 minutes)
| Scenario | Customer Profile | Focus |
|---|---|---|
| Family booking economy to Florida | 2 adults, 2 children; first time; lots of luggage | Bag upsell, seat selection (sit together), meal pre-order |
| Business traveller to Frankfurt | Frequent flyer; premium economy; tight connection | Lounge, fast-track, Wi-Fi, priority boarding |
| Couple on honeymoon | Long-haul to Maldives; celebration | Extra legroom, meal upgrade, lounge access |
| Budget traveller to Barcelona | Price-conscious; cabin bag only fare | Strategic ancillary recommendation — seats together only |
Assessment (5 minutes)
| Question Type | Number | Focus |
|---|---|---|
| Product knowledge | 5 questions | Prices, policies, booking procedures |
| Customer matching | 3 questions | Which ancillary for which customer |
| Selling scenarios | 2 questions | Appropriate response to customer situations |
| Pass mark | 75% |
Airline-Side Implementation
Making Ancillary Selling Easy for Agents
| Action | Impact |
|---|---|
| Clear commission on ancillaries | Agents only sell what earns them revenue — make ancillary commission explicit |
| Simple booking process | If ancillaries are difficult to book in the GDS, provide a streamlined trade portal alternative |
| Real-time availability | Agents need to see current ancillary availability and pricing at point of booking |
| Bundle creation | Pre-configured bundles are easier to sell than individual ancillaries |
| Incentive programmes | Bonus commission or rewards for agents achieving high ancillary attach rates |
Training Delivery
| Method | Role | Expected Impact |
|---|---|---|
| AI training platform | Core product knowledge and selling skills | Reaches entire agent network; measurable completion |
| BDM agency visits | Reinforce training; address specific agency challenges | Deep engagement with priority agencies |
| Webinars | New ancillary product launches; seasonal promotions | Quick dissemination of updates |
| Quick-reference cards | Desk-side summary of ancillary products and selling scripts | Immediate selling support |
Measuring Impact
Engagement Metrics
| Metric | Target |
|---|---|
| Training completion rate | 50%+ of active agents |
| Assessment pass rate | 80%+ |
| Roleplay confidence score | 4/5+ |
Commercial Metrics
| Metric | Before Training | Target After Training | Measurement |
|---|---|---|---|
| Ancillary attach rate | 22-30% | 45-55% | Booking system analysis |
| Average ancillary revenue/booking | £25-£40 | £60-£90 | Revenue reporting |
| Seat selection attach | 18% | 40% | Product-specific tracking |
| Baggage pre-purchase | 22% | 40% | Product-specific tracking |
| Lounge access attach | 5% | 15% | Product-specific tracking |
ROI Example
| Component | Value |
|---|---|
| Active agents trained | 2,000 |
| Average bookings per agent/year | 40 |
| Total bookings | 80,000 |
| Ancillary uplift per booking | +£35 |
| Additional ancillary revenue | £2,800,000 |
| Training investment | £40,000 |
| ROI | 6,900% |
Ancillary training consistently delivers the highest ROI of any airline trade training initiative because the revenue opportunity per booking is high, the training content is straightforward, and the behavioural change (asking 3-4 additional questions) is simple to implement.
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This article is part of our Airline Sales & Trade series. Related reading:
