If you want more revenue without hunting down extra customers, upselling is the shortest path there. An agent who suggests an upgrade on roughly a third of their bookings can add somewhere between £50,000 and £100,000+ to annual turnover, and pocket far more commission along the way. Despite that, plenty of agents skip it altogether. They worry it feels awkward, they quietly assume the customer's budget won't stretch, or they've simply never learned a comfortable way to put a better option on the table.
The Money You're Leaving Behind
What Upselling Actually Adds
| 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
Look at the bottom row. The agent who reliably puts upgrades in front of clients takes home £12,000 more each year, and not one extra customer was needed to get there.
The Reasons Agents Hold Back
| 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 |
A Five-Step Method: OFFER
O — Open with the Standard Option
Begin with precisely what the client requested. It anchors the conversation and signals that you've paid attention to their brief.
"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
Position the better option as the obvious next move rather than a heavy pitch.
"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
Describe how it will feel, not the specification on paper.
| 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
Lay the choices out together so the customer can weigh them up properly.
| 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
Presenting alone isn't enough. Offer a clear steer, because clients are looking to you for professional judgement.
"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."
Upgrades by Product Type
Where the Customer Stays
| 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" |
How the Customer Flies
| 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" |
What the Customer Does There
| 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" |
Tailoring the Upsell to the Client
Matching Upgrades to Traveller Types
| 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" |
Picking Up on What Customers Tell You
| 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 |
Doing It the Right Way
| 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 |
Building the Habit Through Practice
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 |
Tracking How Well You're Doing
| 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 |
What separates a £20,000 earner from a £32,000 earner isn't longer hours. It's the habit of surfacing options the customer never knew they wanted. Put the question on the table for every single booking, leave the final call with the client, and each time they say yes you've delivered a richer holiday and rewarded yourself for the very same effort.
Develop your upselling skills with TravAI →
This article is part of our Travel Sales Skills & Coaching series. Related reading:
- How to Handle Price Objections in Travel Sales
- 15 Closing Techniques for Travel Agents
- The Psychology of Travel Buying
