Seat selection, lounge access, and baggage are the three highest-revenue ancillary products in airline distribution — and the three most frequently missed by agents. Together they represent £80-£250+ in additional revenue per booking, yet fewer than 30% of trade bookings include any of them. This guide provides the product knowledge and selling techniques to make ancillary selling a natural part of every booking.
The Revenue Opportunity
Per-Booking Revenue Potential
| Product | Typical Price Range | Commission (if applicable) | Best Customer Match |
|---|---|---|---|
| Standard seat selection | £5-£15 per seat | Varies by airline | Families, couples, groups |
| Extra legroom seat | £15-£80 per seat | Varies by airline | Tall passengers, long-haul, comfort-seekers |
| Exit row seat | £25-£60 per seat | Varies by airline | Frequent travellers, anyone wanting space |
| Front-of-cabin seat | £10-£40 per seat | Varies by airline | Time-conscious (first off the plane) |
| Lounge day pass | £25-£50 per person | Often commissionable | Couples, business travellers, long layovers |
| Annual lounge membership | £200-£400 per year | Often commissionable | Frequent flyers (5+ trips/year) |
| Extra checked bag | £25-£80 per bag | Varies by airline | Families, long trips, sports equipment |
| Oversize/overweight bag | £40-£120 per item | Varies by airline | Golfers, skiers, divers |
| Baggage upgrade (weight) | £15-£40 per bag | Varies by airline | Holiday travellers, shoppers |
Source: IdeaWorksCompany Ancillary Revenue Report; CarTrawler Ancillary Revenue Yearbook
Cumulative Impact
| Scenario | Ancillary Added | Revenue Per Booking | Annual Impact (200 bookings) |
|---|---|---|---|
| Couple, long-haul | 2x extra legroom + lounge passes | £160-£260 | £32,000-£52,000 |
| Family of 4, short-haul | 4x seat selection + extra bag | £50-£120 | £10,000-£24,000 |
| Business traveller | Exit row + lounge + extra bag | £90-£190 | £18,000-£38,000 |
Seat Selection: Product Knowledge and Selling
Seat Types and Features
| Seat Type | Features | Best For | Selling Angle |
|---|---|---|---|
| Standard assigned | Random allocation by airline | Budget travellers | "If you're happy with any seat, we'll save you the selection fee" |
| Standard selected | Choose your preferred window/aisle/middle | Most travellers | "For £[X] per seat you choose exactly where you sit — window for the view or aisle for easy access" |
| Extra legroom | 4-8 inches additional pitch | Tall passengers, comfort seekers | "On a [duration] flight, those extra inches make a real difference — you can actually stretch out" |
| Exit row | Maximum legroom, wider space | Frequent travellers, those wanting space | "Exit row gives you the most legroom in Economy — it's the closest thing to a free upgrade" |
| Front-of-cabin | First off the plane | Connecting flights, short trips | "Front row means you're first off — straight through passport control while everyone else queues" |
| Bulkhead | Extra legroom, no recline in front | Families with bassinets, legroom seekers | "Bulkhead is ideal for your baby — the bassinet fits here, and you've got space to stand and settle them" |
Selling Scripts by Customer Type
| Customer | Script |
|---|---|
| Couple | "Would you like to choose your seats? I can put you together by the window — there's nothing worse than being separated on a flight" |
| Family | "With children, I'd strongly recommend selecting seats. Airlines don't guarantee families sit together, and being separated with an 8-year-old isn't ideal" |
| Tall passenger | "At [height], extra legroom seats are worth every penny on a [duration] flight. The exit row gives you about [X] inches more — your knees will thank you" |
| Business traveller | "Aisle seat near the front? You'll be first off and through security while everyone else is still getting their bags down" |
| Nervous flyer | "A window seat over the wing is the most stable part of the aircraft — and you can see out, which many nervous flyers find reassuring" |
Handling Seat Selection Objections
| Objection | Response |
|---|---|
| "We'll take our chances" | "That's fine — but with a full flight, there's a real risk you won't sit together. For £[X] each, you guarantee your preferred seats" |
| "We'll do it ourselves online" | "I can do it right now — same price, and it's sorted. One less thing to worry about before your trip" |
| "It's a short flight, we don't need it" | "Understood — on a 2-hour flight it matters less. But if sitting together is important, it's worth the small cost" |
Lounge Access: Product Knowledge and Selling
Lounge Benefits
| Benefit | Description | Value to Customer |
|---|---|---|
| Food and drink | Freshly prepared meals, premium spirits, coffee, soft drinks | Saves £15-£30 per person at airport restaurants |
| Quiet environment | Away from crowded terminal | Stress reduction, especially during delays |
| Wi-Fi | Free high-speed connectivity | Essential for business travellers |
| Shower facilities | Available at most lounges | Valuable for early flights or connections |
| Newspapers and magazines | Print and digital | Small luxury |
| Flight information | Boarding announcements | No risk of missing the flight |
When to Sell Lounge Access
| Scenario | Selling Script |
|---|---|
| Celebration trip | "Start your anniversary trip in the lounge — champagne, proper food, and a relaxed atmosphere before you fly. It's £[X] per person and transforms the airport experience" |
| Long layover | "You've got a 4-hour connection in [hub]. Rather than sitting in the terminal, the lounge gives you hot food, drinks, Wi-Fi, and even shower facilities — £[X] per person for 4 hours of comfort" |
| Early morning flight | "For a 6am flight, you'll be at the airport by 4:30. The lounge has proper breakfast, fresh coffee, and a calm start to the day — much better than queuing at Costa" |
| Family with children | "The lounge is actually brilliant with kids — unlimited snacks and drinks keep them happy, and it's much calmer than the departure hall" |
| Business traveller | "The lounge has desk space, printing, and fast Wi-Fi — you can get an hour's work done before boarding. Are you a loyalty programme member? [Tier] gets you in free" |
| Returning from holiday | "A lounge pass for the return flight is a lovely way to end your holiday — one last bit of luxury before heading home" |
Lounge Access Objections
| Objection | Response |
|---|---|
| "It's too expensive for a lounge" | "For £[X] you get unlimited food, drinks, Wi-Fi, and a quiet space. A sandwich and coffee in the terminal is £12-£15 anyway — and the lounge is all-inclusive" |
| "We won't have time" | "Even 45 minutes in the lounge makes a difference — you can eat, relax, and board feeling calm rather than frantic" |
| "Is it worth it for a short flight?" | "The lounge is about the airport experience, not the flight length. If you've got an hour before boarding, it's the best way to spend it" |
Baggage: Product Knowledge and Selling
Baggage Products
| Product | When to Sell | Selling Script |
|---|---|---|
| Extra checked bag | Long holidays, family trips, sports | "For a 2-week trip with four of you, an extra bag gives you room for souvenirs and anything you buy. It's £[X] pre-booked — much less than at the airport" |
| Overweight allowance | Shoppers, equipment carriers | "If your bag's likely to be over 23kg, adding an overweight allowance now saves you the excess charge at check-in — which can be £50-£100" |
| Sports equipment | Golf, ski, dive, surf | "Golf bags fly as oversized baggage for £[X] — much cheaper than hiring clubs at the destination" |
| Cabin bag upgrade | LCC passengers with basic fares | "Your fare includes a small personal item. For £[X], you can take a full cabin bag — enough for a weekend away without checking anything" |
Baggage Selling by Trip Type
| Trip Type | Baggage Recommendation | Script |
|---|---|---|
| Weekend city break | Cabin bag upgrade (if LCC) | "You can do a weekend in hand luggage — shall I add the cabin bag so you've got room for everything?" |
| 1-week beach | Standard checked bag sufficient | "Your included 23kg bag is plenty for a week in the sun. Need anything else?" |
| 2-week holiday | Consider extra bag or weight upgrade | "Two weeks with the family — will 23kg be enough? An extra bag is £[X] and saves you the stress of packing light" |
| Ski trip | Ski bag + extra weight | "Ski bag carriage is £[X] each way — much cheaper than hiring at the resort, and you'll have your own boots and skis" |
| Shopping trip | Weight upgrade or extra bag | "If you're planning to shop in [destination], an extra bag coming back is £[X] — better than paying excess at the airport" |
The 60-Second Ancillary Conversation
After confirming the flight booking, follow this sequence:
| Step | Time | Script |
|---|---|---|
| 1. Seats | 15 sec | "Let me sort your seats — would you like window or aisle, and shall I look at extra legroom options?" |
| 2. Bags | 15 sec | "Your fare includes [X bags]. For a [duration] trip, will that be enough, or shall I add an extra bag?" |
| 3. Lounge | 15 sec | "Have you thought about lounge access? At [airport] it's £[X] per person — worth it for a [reason]" |
| 4. Confirm | 15 sec | "So I'll add [selected items] — that brings your total to £[X]. Anything else before I confirm?" |
This systematic approach, practised through AI roleplay, becomes natural within a few bookings. The key is making it routine — not an occasional upsell.
Measuring Your Ancillary Performance
| Metric | Current Average | Target |
|---|---|---|
| Bookings with seat selection | 25% | 65% |
| Bookings with lounge access | 5% | 20% |
| Bookings with extra baggage | 15% | 35% |
| Any ancillary attached | 30% | 75% |
| Ancillary revenue per booking | £18 | £55 |
| Annual ancillary commission | £1,200 | £4,500+ |
Every ancillary product sold adds value for the customer and revenue for the agent. The agents who earn the most don't sell harder — they simply ask the question on every booking, using the 60-second ancillary conversation as a natural part of the booking process.
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This article is part of our Airline Sales & Trade series. Related reading:
