Showing Value #6 - VIP Experiences & Upsells

It's easy to assume every guest is watching their money. Most are, but around 1 in 5 people say the cost of living crisis doesn't affect them. Those guests are often willing to pay more for a better day, and if your website only sells a standard ticket, you're leaving that money on the table. This guide shows how to offer VIP experiences and upsells that suit them, without putting off guests who are being careful.

Why this matters

A single ticket price asks every guest to pay the same, whether they'd happily spend more or not. A well-planned set of options lets each guest choose how much to spend, so you earn more from the guests who want more, while keeping a fair, clear standard ticket for everyone else.

It's also a good way to grow revenue without discounting. For more on why, see The Discount Dilemma.

Don't guess who they are

You can't tell who is feeling the pinch by looking at them, and it's a mistake to assume. Don't build your offer around a type of guest. Build it around choices, and let guests pick for themselves.

Guests who aren't feeling the pinch tend to value:

• Time. Less queuing and a smoother day.
• Comfort. Reserved seating, easier parking, a quieter experience.
• Exclusivity. Something special that not everyone gets.
• Memories. A moment worth remembering, such as a meet and greet, a behind the scenes look or a photo.

VIP experience ideas

You don't need to be a major park to offer a VIP option. Look at what you already have and think about how to make a premium version of it:

• Fast track or priority entry
• Reserved or preferred parking
• Behind the scenes tours or meet the keeper experiences
• Meet and greet with characters or animals
• Private or small group experiences
• Reserved seating at shows
• Premium packages that include food, drink or a gift
• A professional photo package
• VIP passes or higher tier memberships

Limited numbers help too. If only a set number of VIP places are available each day, guests have a reason to book early. This is the same "now or never" idea as in our Heatwave-proofing guide.

Upsells: how to make them work

An upsell is an extra that a guest can add to their booking, and it works best when it feels helpful, not pushy.

1. Keep it relevant. Offer extras that match what the guest is booking. A family ticket suits a meal deal or a photo, for example.
2. Offer a few clear options. A "good, better, best" set of three works well, because it makes the choice simple. See Understanding the Psychology of Pricing.
3. Show the value. Say what's included and what the guest gets, not just the price.
4. Pick the right moment. The ticket selection and the basket are the best places for add-ons. Add a second chance in your confirmation email and a reminder before the visit.
5. Make it easy. One click to add, and easy to remove.
6. Keep the standard ticket clear. Guests should always be able to buy the basic option without feeling they're missing out.

For more detail, see Upsells best practices.

Looking after guests who are careful with money

Many of your guests are watching every pound, and your VIP and upsell options shouldn't make them feel second class. A few simple rules help:

• Keep your standard ticket good value and easy to find.
• Show VIP options beside the standard ticket, not instead of it.
• Avoid pressure or guilt in your wording.
• Keep offers and savings visible for those who want them. See Promoting your savings and offers online.

The aim is value for the many and something special for the few.

Where to show them on your website

• On the ticket selection page, next to the standard ticket
• In the basket or checkout, as simple add-ons
• On a dedicated VIP or experiences page, written in plain text
• On your homepage or tickets page, as a promotional block
• In your confirmation and pre-visit emails

A dedicated page also helps AI tools and search engines find and describe your premium experiences.

Keep an eye on what works

Track a few simple things: how many guests add an upsell, the average spend per booking, and which extras sell best. Change one thing at a time, so you know what made the difference. Drop what doesn't sell and build on what does.

Quick checklist

• List 3 to 5 VIP experiences or premium extras you could offer
• Set limited numbers where it makes sense
• Write each one in plain English, with what's included and the price
• Show them beside the standard ticket
• Add relevant add-ons in the basket
• Include a second offer in your confirmation and pre-visit emails
• Review take-up and average spend every month

Created by Neil Lewin, Modified on Fri, 9 Oct at 7:03 AM by Neil Lewin