Upselling is the single fastest way to increase your revenue without finding more customers. An agent who upsells on 30% of bookings can increase annual revenue by £50,000-£100,000+ — and earn significantly more commission. Yet most agents don't upsell because they feel awkward, assume customers can't afford it, or simply don't know how to introduce higher-value options naturally.
The Revenue Opportunity
Impact of Upselling
| Metric | No Upselling | Moderate Upselling | Consistent Upselling |
|---|---|---|---|
| Average booking value | £2,000 | £2,600 | £3,200 |
| Bookings per year | 200 | 200 | 200 |
| Total revenue | £400,000 | £520,000 | £640,000 |
| Additional revenue | — | +£120,000 | +£240,000 |
| Commission (5%) | £20,000 | £26,000 | £32,000 |
Source: ABTA Agency Revenue Data; Phocuswright Travel Sales Analysis
The agent who consistently presents upsell options earns £12,000 more per year — without a single additional customer.
Why Agents Don't Upsell
| Barrier | Agent Percentage | Reality |
|---|---|---|
| "I don't want to seem pushy" | 52% | Presenting options isn't pushy — withholding them is unhelpful |
| "My customers can't afford it" | 48% | You don't know until you ask — 40%+ of customers say yes when offered |
| "I don't know how to bring it up" | 38% | A simple framework makes it natural |
| "The basic option is fine" | 32% | "Fine" isn't memorable — upgrades create experiences customers talk about |
| "I'm worried they'll think I'm greedy" | 28% | Customers appreciate options — they can always say no |
The Upsell Framework: OFFER
O — Open with the Standard Option
Always start with what the customer asked for. This establishes the baseline and shows you've listened.
"I've found exactly what you described — the [hotel name], standard room, 7 nights, flights included, for £2,200 per person."
F — Frame the Upgrade
Introduce the upgrade as a natural next step, not a hard sell.
"There's also a sea-view room available for £180 more per person — same hotel, but you wake up to [description of the view] every morning."
F — Focus on Experience, Not Features
Sell what it feels like, not what it is.
| Don't Say | Do Say |
|---|---|
| "The room is 15 square metres larger" | "You'll have space to spread out properly — a separate sitting area and a balcony where you can have morning coffee watching the sunrise" |
| "It includes airport lounge access" | "Your trip starts the moment you arrive at the airport — the lounge has proper food, drinks, and a calm atmosphere before your flight" |
| "The premium cabin has a wider seat" | "Imagine settling into your own private suite, a glass of champagne, and knowing you'll sleep flat for 8 hours" |
| "The suite has a plunge pool" | "Your own pool, on your terrace, overlooking the ocean — you won't need to leave the room" |
E — Enable Comparison
Present options side by side so the customer can make an informed choice.
| Element | Standard Room | Sea-View Room | Junior Suite |
|---|---|---|---|
| Price pp | £2,200 | £2,380 (+£180) | £2,650 (+£450) |
| View | Garden | Ocean | Ocean + balcony |
| Size | 30 sqm | 35 sqm | 48 sqm |
| Extras | — | Welcome drink | Welcome drink + early check-in + late checkout |
| Per night difference | — | £25/night | £64/night |
R — Recommend
Don't just present — recommend. Customers want your expert opinion.
"For your anniversary, I'd recommend the sea-view room. The ocean view genuinely makes the trip feel special — and at £25 per night more, it's worth every penny. The suite is beautiful too, but I think the sea-view gives you the biggest upgrade for the smallest price difference."
Upselling by Product Category
Accommodation Upgrades
| Upgrade | Average Extra Cost | How to Sell It |
|---|---|---|
| Room category | £15-£80/night | "For £[X] more per night, you get [specific benefit]. Over [X] nights, that's £[total] — and you'll notice the difference every day" |
| Board basis | £20-£60/night pp | "Half-board saves you finding and paying for dinner every night — and at this hotel, the restaurant is excellent. It usually works out cheaper than eating out" |
| All-inclusive upgrade | £30-£80/night pp | "All-inclusive means you stop thinking about money from the moment you arrive — all food, all drinks, all activities. For [X] per night, that's remarkable value" |
| Villa/suite | £50-£200/night | "For a family of four, the villa gives everyone their own space — kitchen, living area, private pool. Per person, it's only £[X] more than cramped hotel rooms" |
Flight Upgrades
| Upgrade | Average Extra Cost | How to Sell It |
|---|---|---|
| Premium Economy | £200-£500 pp | "8 inches more legroom, better food, priority boarding. On a [duration] flight, you'll feel the difference — and you arrive less exhausted" |
| Business Class | £1,000-£3,000 pp | "The flat bed changes everything on a long flight. You'll sleep properly, arrive rested, and get an extra day of your holiday" |
| Better flight times | £50-£200 pp | "The 10am flight is £[X] more but means no 3am alarm. You arrive at a civilised time and your first day isn't lost to tiredness" |
| Direct vs connecting | £100-£400 pp | "The direct flight saves you 4 hours and the stress of a connection. For £[X] per person, that's a full half-day of holiday saved" |
Experience Additions
| Addition | Average Cost | How to Sell It |
|---|---|---|
| Private transfers | £30-£100 pp | "Private transfer means you're met at arrivals with your name, driven directly to your hotel. No waiting, no shared bus. For £[X], it's a perfect start" |
| Excursions | £40-£200 pp | "I'd strongly recommend [excursion] — it's the highlight of the trip for most people. You can book it now and secure your spot" |
| Spa package | £50-£200 pp | "The spa at this hotel is incredible — a welcome treatment on arrival sets the tone for the whole holiday" |
| Dining experience | £30-£150 pp | "They have a chef's table experience — 7 courses with wine pairing. For a special evening, it's unforgettable" |
| Travel insurance | £30-£100 pp | "For a holiday worth £[X], insurance at £[Y] per person is essential. One cancelled flight or medical issue costs more than the whole premium" |
Ancillary Products
| Addition | Average Cost | How to Sell It |
|---|---|---|
| Seat selection | £5-£40 pp | "Would you like to choose your seats? For families, sitting together isn't guaranteed unless you select" |
| Extra baggage | £20-£60 pp | "For a [duration] trip, an extra bag gives you room for souvenirs — much cheaper to add now than at the airport" |
| Lounge access | £25-£50 pp | "A lounge pass transforms the airport experience — proper food, drinks, and calm before your flight" |
| Car hire upgrade | £10-£30/day | "The SUV is £[X] per day more — with all your luggage and [X] passengers, you'll appreciate the space" |
Customer-Specific Upselling
By Customer Type
| Customer Type | Best Upsell | Script |
|---|---|---|
| Celebration (anniversary, birthday) | Room upgrade + dining experience | "For your [occasion], the suite makes it truly special — and I'd recommend the sunset dinner on the beach" |
| Family | Larger room + all-inclusive + transfers | "With kids, all-inclusive takes the stress out of mealtimes — and a family suite means you've got space when they need a nap" |
| Couple | Room with view + spa + experiences | "The ocean-view room with a couples' spa treatment on arrival — you'll feel like you're on your honeymoon again" |
| Luxury traveller | Business Class + top room + private experiences | "Let me show you the complete premium experience — Business Class, the Presidential Suite, and a private yacht excursion" |
| Budget traveller | Board basis upgrade + insurance | "Half-board is the best value upgrade — dinner's included, and at this hotel it's worth £[X] per night if you ate out" |
| Business traveller | Lounge access + seat upgrade + Wi-Fi | "Premium Economy lets you work on the way there and arrive ready for your meetings" |
Reading Customer Signals
| Signal | Meaning | Upsell Approach |
|---|---|---|
| "What are our options?" | Open to suggestions | Present the full range — they're inviting you to upsell |
| "We want it to be special" | Willing to spend for quality | Premium options with experience focus |
| "We usually stay in nice hotels" | Established quality expectations | Match or exceed their standard |
| "What do you recommend?" | Trust your expertise | Give a genuine recommendation with reasoning |
| "What's the cheapest?" | Budget-focused | Offer the budget option, then mention the value of one step up |
| "Money's no object" | Premium buyer | Present the best option first |
Upselling Ethics
| Do | Don't |
|---|---|
| Present options and let the customer choose | Pressure or manipulate |
| Recommend what genuinely suits them | Recommend what pays you the most commission |
| Be transparent about price differences | Hide costs or make it confusing |
| Accept "no" gracefully | Keep pushing after a clear "no" |
| Frame upgrades as value, not cost | Make the customer feel their choice is inadequate |
| Celebrate their decision whatever they choose | Show disappointment if they choose the standard option |
Practising Upselling
AI Roleplay Scenarios
| Scenario | Upsell Focus | Difficulty |
|---|---|---|
| Couple booking a beach holiday | Room upgrade: standard → sea-view | Easy |
| Family of 4 booking all-inclusive | Board upgrade: half-board → all-inclusive | Easy |
| Anniversary trip to the Maldives | Full premium: suite + Business Class + spa | Medium |
| Business traveller, long-haul | Flight upgrade + lounge | Medium |
| Budget couple for their first big holiday | One meaningful upgrade within tight budget | Hard |
| Group booking — different budgets | Upselling some without alienating others | Hard |
Measuring Upselling Performance
| Metric | Starting Point | Target |
|---|---|---|
| Upsell attempt rate (% of bookings where offered) | 20-30% | 90%+ |
| Upsell acceptance rate | 15-20% | 35-45% |
| Average booking value increase when accepted | £200-£400 | £400-£800 |
| Overall average booking value | £2,000-£2,200 | £2,800-£3,200 |
| Agent upsell commission | £2,000-£4,000/year | £8,000-£12,000/year |
The difference between an agent who earns £20,000 and one who earns £32,000 in commission isn't working harder — it's presenting options the customer didn't know they wanted. Ask the question on every booking. Let the customer decide. And when they say yes, you've created a better holiday and earned more for doing the same work.
Develop your upselling skills with TravAI →
This article is part of our Travel Sales Skills & Coaching series. Related reading:
