The travel industry has entered a new era where profit is no longer tied solely to ticket sales and room bookings. Leading travel agencies and online travel platforms recognize that sustained growth depends on capturing value across the full customer lifecycle.
Ancillary revenue has become a core driver of business performance. Agencies that prioritize this revenue stream consistently outperform those focused only on primary bookings. The shift reflects a broader trend toward building integrated travel ecosystems that generate higher revenue per transaction while enhancing customer experience.
Travel sellers now have the opportunity to position themselves as more than just intermediaries. Owning more of the traveler’s journey allows brands to deepen engagement, improve loyalty, and increase margins. This blog outlines how to identify the most impactful ancillary opportunities, how to position them effectively, and why airport assistance should be a strategic part of every agency’s offering, including those involved in travel affiliate marketing programs. Success in modern travel commerce depends on mastering these tools.
The Growing Importance of Ancillary Products in Travel
The growth of ancillary revenue has been one of the most significant shifts in the travel industry over the past decade. According to IdeaWorksCompany, global airline ancillary revenue reached an impressive $102.8 billion in 2022. This revenue has been driven not just by traditional add-ons like baggage fees but also by services designed to improve the passenger experience, such as seat selection, Wi-Fi access, and, more recently, airport assistance.
Travel industry affiliate programs are also aligning with this trend by focusing on experiences and service-based products beyond flights and hotels. Travel agencies and OTAs can harness this same trend by offering value-added services during the booking process, turning their platforms into one-stop shops for travelers. Ancillaries, particularly airport services, offer significant opportunities to generate additional revenue while enhancing the customer experience.
Most Lucrative Ancillary Products for Agencies & OTAs
The following services have proven to be both high in demand and high in margin, ideal for post-booking monetization:
Seat Upgrades with Flexible Conditions
Upselling premium economy or exit-row seats during the booking process provides customers with greater comfort, while agencies can earn commissions with minimal effort.
In-Flight Wi-Fi and Connectivity Packages
Offering discounted access to in-flight internet, especially on long-haul routes, improves traveler satisfaction and adds a modern touch to the travel experience.
Comprehensive Travel Insurance Plans
Positioning insurance not just as protection, but as part of responsible travel planning, can boost uptake among international and older travelers.
Airport Assistance Services (Fast-Track, Meet-and-Greet, Transfers)
These services are especially valued by luxury travelers, corporate clients, families, and elderly passengers, often with commissions of up to $300 and higher, and low-to-zero delivery overhead for agencies.
Why the Connected Journey Must Include the Airport
The concept of a connected journey often highlights flights, hotel stays, and ground transfers. Yet, the airport experience is a crucial part of travel, which is frequently overlooked. Travelers are often left to navigate long security lines, unfamiliar terminals, and inconsistent airport processes, which can impact the overall satisfaction of their trip.
Airport VIP services provide the missing layer of comfort and reliability. Fast-track access, personal meet-and-greet, and smooth transfers create a more relaxed and organized experience. These services help maintain the feeling of control during a part of the journey that is often stressful.
Customer satisfaction always comes first. While commissions matter, travel agents value long-term loyalty and trust built through exceptional service. Travelers remember how they were treated during stressful moments more than anything else.
Positive experiences with airport assistance often lead to repeat bookings of premium services. Travelers seek extra support when visiting new destinations or navigating complex airports. Premium hospitality that feels personalized and thoughtful enhances every part of the journey and encourages customers to return.
Ancillary Revenue Beyond Air & Hotel: Why Airport Assistance Should Be in Your Catalog
While flight tickets and hotel stays make up the bulk of revenue, travel agents are now tapping into airport assistance services to unlock new margins.
Think: fast-track security, VIP meet-and-greet, and transfer support.
These add-ons may seem niche, but collectively they can contribute 10–15% of total booking revenue, often at a higher margin than flights or rooms. Smart platforms and travel affiliate programs are already capitalizing on this shift to boost value and trust.
Why It Works
Adding a simple upsell to beat airport lines with an airport concierge service, such as “Book Airport Assistance,” at checkout or on the confirmation page allows agencies to monetize the moment without intrusive marketing. Travelers already in a purchase mindset are more likely to spend a little extra for convenience and comfort, especially when it’s offered contextually. A study by McKinsey revealed that “bundled experiences” and hyper-personalized travel services can increase customer spend by up to 20%, especially during the post-purchase window.
Upgrade Your Brand Experience: Keep Customers Engaged After They Click “Buy”
Most travel platforms lose visibility once the booking is complete. But the journey doesn’t end when a customer clicks “Buy.” It’s actually a golden opportunity to deepen the relationship.
Consider This Flow:
- Booking Confirmation: “Thanks for booking your flight!”
- CTA: “Would you like a personal airport greeter to meet you on arrival?”
- Embedded Widget: Branded experience, no redirects.
This post-booking upsell not only boosts conversions but also reinforces brand trust and loyalty. When travelers interact with your branding throughout the journey, instead of being pushed to a generic third-party service, your business becomes the trusted concierge for their entire trip.
And trust equals loyalty.
According to Edelman’s Trust Barometer, 81% of consumers say trust is a key factor in their purchase decisions, particularly for travel and lifestyle products.
Streamlining the Customer Journey: One-Click Access to Door-to-Door Travel
One of the biggest barriers to ancillary uptake is friction. Redirects, external logins, and unfamiliar interfaces – each one is a potential exit point. But by embedding ancillary services like upgradeVIP’s airport assistance booking engine directly into your site or app, agencies can offer a truly seamless experience.
Think of it this way: instead of just being a flight search tool, your platform becomes a door-to-door travel partner. Flights, hotels, airport services, car rentals—all in one ecosystem.
The Result
- Fewer redirects
- Higher engagement
- Better conversion rates
The easier you make it for travelers to book everything in one place, the more likely they are to spend and return. This is why many of the best travel affiliate programs now emphasize ecosystem-driven tools.
Harnessing Behavioural Data: Understanding Which Segments Book Assistance – and Why
One of the biggest advantages digital travel agencies have is data. But it’s not just about knowing who booked what – it’s about understanding why. With smart integration, you can collect behavioral insights on which customer cohorts are most likely to book airport assistance:
- Corporate travelers seeking fast-track or lounge access
- Families traveling during holidays who need help with luggage
- Elderly travelers requiring mobility assistance
- Frequent flyers who value efficiency and exclusivity
This allows you to run hyper-targeted campaigns, such as:
- Pre-departure email: “Flying early? Pre-book your lounge pass now.”
- Holiday promo: “Traveling with kids? Let us help you skip the lines.”
Over time, this data helps you build predictive models, drive personalization, and offer value-based upsells instead of generic pitches.
Ancillary Revenue Is No Longer Optional – It’s Strategic!
The travel landscape has changed. Travelers want more options, better service, and smoother journeys – and they’re willing to pay for it. For travel agents and tour operators, this is a golden opportunity to evolve from ticket sellers to full-service travel partners.
Airport assistance is not just a luxury; it’s a necessity. It’s a seamless add-on, highly sellable and highly valued solution that aligns with modern high-end travel needs, especially when presented at the right moment, on the right platform, with the right message.
Don’t leave revenue on the tarmac. Add airport services to your ancillary catalog today with upgradeVIP – and upgrade your earnings, your brand, and your customer experience.
