Upselling is a powerful way to enhance customer experiences while boosting revenue.
If you think of upsells primarily as ways to enhance the experience then you'll be able to map out packages and products that are tailored to each of your guest types. By offering tailored, valuable upgrades, you can encourage customers to spend more without feeling pressured - they'd actually see it as a positive.
Here, we outline potential upsell ideas, practical tips for implementation, and the most effective strategies for various types of attractions and venues.
Unique and Interesting Upsell Ideas
- Priority Access: Allow customers early/exclusive access or the option to skip queues.
- Guided Tours: Offer expert-led tours that provide exclusive insights, talks or seminars.
- Behind-the-Scenes Experiences: Give guests access to restricted areas or special activities, such as feeding animals at a zoo or exploring private areas of a historic venue.
- Photo Packages: Provide professional photo opportunities or digital photo bundles.
- Exclusive Dining Options: Add meal packages or access to VIP dining areas.
- Souvenir Bundles: Include branded merchandise like T-shirts, mugs, or guidebooks. Guests love 'FREE' add-ons if they're bundled into higher-price tickets.
- Multi-Visit Passes: Offer discounts on future visits, multiple time-limited visits or season passes.
- Event-Specific Upgrades: Sell premium seating, early access, or enhanced packages for events or performances.
- Family or Group Packages: Create bundles with extras tailored for families or large groups, such as activity packs for children.
- Digital Enhancements: Offer app-based features like augmented reality tours or audio guides.
Tips to Implement Effective Upsells
- Make Offers Relevant: Align upsells with the interests and behaviours of your audience. For example, offer family-focused packages for visitors with children, and be selective where these are presented in the booking flow.
- Use Clear Pricing: Ensure customers understand the value they are receiving for the additional cost.
- Offer at the Right Time: Present upsells at key moments, such as during ticket purchase, at check-in, or during the visit.
- Bundle Smartly: Combine complementary upgrades into attractive packages that deliver better value.
- Leverage Technology: Use dynamic content blocks or personalisation features to tailor offers in real time.
- Showcase Exclusivity: Highlight limited availability or unique elements to create urgency and appeal.
- Test and Optimise: Regularly test different upsell offers and analyse their performance to identify the most effective ones.
Effective Upsells for Different Attraction and Venue Types
Zoos and Aquariums
- Animal Encounters: Offer experiences like feeding sessions or photo opportunities with animals.
- Keeper for a Day: Allow guests to shadow staff and participate in behind-the-scenes activities.
- Souvenir Photo Packages: Provide digital or printed photos of visitors with animals.
- Themed Gift Bundles: Include plush toys, educational books, or branded merchandise.
Theme Parks
- Fast Passes: Offer queue-jump tickets for popular rides.
- Exclusive Access: Provide early entry or after-hours events for a premium.
- Ride Photos: Sell on-ride photos and videos.
- VIP Packages: Include perks like reserved seating for shows or private dining areas.
Heritage Sites and Museums
- Audio or AR Guides: Enhance tours with app-based or augmented reality experiences.
- Private Tours: Offer exclusive, personalised tours for small groups.
- Memberships: Promote annual passes with perks like discounts or exclusive events.
- Curator Talks: Provide access to expert-led sessions or unique artefacts not on public display.
Hotels and Hospitality Venues
- Room Upgrades: Offer larger rooms, better views, or premium suites for a small additional cost.
- Dining Experiences: Provide exclusive dining options such as chef’s tables or wine pairing menus.
- Wellness Packages: Include spa treatments or yoga classes.
- Late Check-Out: Allow guests to extend their stay for a fee.
Family Attractions
- Activity Packs: Sell bundles with games, colouring books, or scavenger hunts.
- Themed Meals: Create special menus or dining experiences tailored for children.
- Event Add-Ons: Offer extras like character meet-and-greets or backstage passes.
- Group Discounts: Provide deals for larger families or school groups.
Conclusion
Upselling is about creating value for your customers while increasing revenue. By offering upgrades that are relevant, well-timed, and clearly communicated, attractions and venues can significantly enhance guest experiences. Whether it’s a priority pass, exclusive behind-the-scenes access, or personalised photo packages, implementing these strategies can transform a good visit into an unforgettable one while delivering measurable business results.
