Travel companies rely on ancillary revenue to drive business growth, and leaders predict that ancillary sources will increase by more than one-third to 36% of total revenue over the next three years. However, travel leaders must understand that creating sustainable, profitable ancillary revenue strategies requires aligning revenue growth to customer experience (CX). Furthermore, providing customers with convenience and simplicity as they pursue their travel goals leads to its own economic benefits for organizations. Relevance is the key to unlocking ancillary revenue strategies that pursue revenue growth and customer obsession as two complementary, not competing, strategies.

​

In August 2024, Rokt commissioned Forrester Consulting to evaluate the state of ancillary revenue strategies among travel companies. Forrester conducted an online survey of 424 respondents at travel companies in North America and the UK to explore this topic. We found that organizations are best positioned to reap the rewards of best-in-class ancillary revenue strategies when they harness data and insights to deliver more relevant cross-sell and upsell offers and reduce friction at checkout.

​

Relevance is defined as an organization’s ability to deliver tangible benefits to customers in the messaging, content, and imagery it presents.

• Key Findings
• Relevance Is The Key To Sustainable, Profitable Growth
• Many Organizations Struggle To Create Hyper-Relevant Customer Experiences
• Customer Insights And Value Should Power Ancillary Revenue Strategies
• Balanced Ancillary Revenue Approaches Deliver Broad-Based Benefits
• Key Recommendations