Travelers are remarkably open to paying more for a better visit, from better food and beverage and faster entry to greater flexibility, access to something special or simply a better time slot. Across seven potential attraction upsells tested in Arival’s latest research of 2,550 U.S. and European travelers, nearly three in four travelers expressed interest in purchasing them. Even more importantly, many are willing to pay a meaningful premium.
Of course, price matters. There are still plenty of consumers who are primarily focused on getting the lowest ticket price. But the data suggests a substantial share of visitors will spend more when the upgrade offers clear value.
For attraction operators, this is about more than adding a few ancillary products at checkout. Upselling can become a much more important part of product design, pricing and revenue management.
This article delves into where the opportunity is, the top upsell product categories, the traveler segments most interested in them, and how operators and ticket sellers can leverage these opportunities.
Here’s what we’ll cover:
- The Attraction Upsells Travelers are Interested in Purchasing
- Traveler Interest in Upsells by Age & Income
- Traveler Willingness to Pay More
- Who is The Premium Guest? Traveler Willingness to Pay by Age, Income and Region
- Seven Steps Attractions Can Take Right Now
Your upsell strategy should start with your customer, not your checkout page.
– Douglas Quinby
