Systematic upselling -> How to increase the basket value per visitor
Part 2: Maximising success in online ticketing
Ticket sales have long been digitised for many leisure businesses. Guests conveniently book their tickets online, admission runs smoothly and queues at the box office are reduced. So far, so good.
But those who focus solely on ticket sales are missing out on enormous potential. A modern online ticket shop can do much more: It is a sales platform for additional offers, an anchor for emotional products and an effective lever for increasing sales. And all this without any additional effort on site.
In this second part of our article series, we show how amusement parks, event organisers and leisure facilities can increase their average basket value through systematic upselling in their ticket shop without being pushy or spoiling the booking experience.
What is upselling in the context of ticketing?
In online ticketing, upselling means encouraging customers to buy more than just the basic ticket because the additional product offers recognisable added value.
This could be, for example:
- Catering vouchers or food vouchers
- Merchandise items or experience souvenirs
- Donation options (e.g. for animal welfare or charitable projects)
- Park tickets with automatic number plate recognition
- Experience add-ons (e.g. guided tour, show access, fast pass)
- Upgrade to a day ticket PLUS or annual pass
- Combined tickets for families, groups or additional experiences
The basic idea: guests are already in the booking process and are ready to spend money. Making a meaningful additional offer at this point is much more effective than later in the park or via email marketing.
Why upselling is more important today than ever
Leisure businesses are under increasing pressure:
- Rising operating costs
- Higher expectations of comfort and service
- Declining spontaneous visits due to planning behaviour
- Competitive pressure from experience and consumer offers
At the same time, many guests are increasingly willing to make their visit ‘perfect in every way’ and pay a little more for it if it is convenient, meaningful and enhances their experience.
A good upselling offer hits the nail on the head: it makes the day more enjoyable, easier and more emotional - while increasing sales.
Success factor 1: The right selection of additional products
Not every item is suitable for digital add-on sales. Successful upselling relies on products that meet at least one of these criteria:
- They are relevant to the day of the visit. Examples: parking ticket, meal voucher, fast pass.
- They complement the experience.
- Example: soft toy as a souvenir, photo package for a roller coaster ride, themed items related to the event.
- They offer comfort or exclusivity.
- Example: premium parking, reserved seat, access to the VIP area.
- They create an emotional connection.
- Example: donation for animal sponsorship, ‘pay for a meal for another visitor’ initiative.
- They increase the perceived value.
- Example: Combination offer with a discount compared to individual purchases.
Example:
An amusement park offers a food voucher in its online shop in addition to the regular day ticket (e.g. ‘Family Menu XL: one main course, one drink and one ice cream per person’). Over 35% of buyers select this option at checkout. Customers enjoy an ‘all-inclusive package’, the park increases revenue per visitor and can better plan its catering.
Success factor 2: Timing & placement in the booking process
Upselling only works well if it is embedded at the right time and in the right place in the booking process. The rule of thumb: additional offers should appear when the customer has already selected a ticket but is still open to additions.
Typical placements:
- Immediately after selecting the admission ticket
- Before the final checkout in the shopping cart
- As a visually distinct but unobtrusive section
- In a ‘recommendation area’ such as ‘Our visitors also booked ...’
What doesn't work: Pop-ups that distract from the purchase. Confusing additional options without clear explanations.
Or a sales page that requires too many decisions at once.
Example:
After selecting a ticket, a friendly message appears: ‘Conveniently book parking with automatic barrier opening upon arrival. Now only £4.00 instead of £5.00 on site.’ With a clear message and well-timed placement, the acceptance rate is well over 50%.
Success factor 3: Create comfort and convenience
An often underestimated aspect: many additional products are sold not because of their price, but because of their convenience. Guests do not want to deal with cash, queues or spontaneous decisions on site. A well-designed web shop allows them to book everything they need the day before.
Example: parking ticket with number plate recognition: Visitors book their parking ticket at the same time as their admission, enter their number plate, and the barrier opens automatically on arrival without a ticket and without waiting.
This offers
- Convenience for guests
- Less staff required at the car park
- Faster throughput
- Additional revenue per booking
Example
A father books tickets for his family of five. During the booking process, he also selects the parking ticket. He enters the license plate number. On the day of the visit, he drives straight through the barrier, saving time and stress, and recommends the experience to his friends.
Success factor 4: Attractive package deals and themed combinations
Instead of offering individual products, intelligent package deals can increase perceived value and simplify the decision-making process:
- Admission + food voucher
- Admission + merchandise set
- Group or family packages
- Season tickets including a welcome gift
- Ticket + donation for a campaign with a thank-you postcard
Themed packages for specific events, holiday periods or target groups are also helpful, especially if they are available as separate shop pages or deep links (more on this soon).
Example
A zoo offers a ‘Zoo + Lunch’ family package for the summer holidays: admission for 2 adults and 2 children, plus a voucher for lunch. The package has its own landing page in the shop, is advertised on social media and achieves a booking rate of 60% among families during this period.
Success factor 5: Control and evaluation in the backend
A professional ticket shop allows you to evaluate how successful upselling measures are:
- Which additional products are bought most often?
- Which combinations of packages work well?
- At what times is the upsell rate higher?
- Does the placement in the shop affect sales figures?
Only those who know these key figures can test, optimise and adapt in a targeted manner.
Conclusion: Upselling in the ticket shop - added value for everyone
Systematic upselling in online ticket shops is not a trick, but a win-win situation:
- For the operator: More revenue per visitor, better resource planning, differentiation from the competition.
- For the visitor: A more rounded, convenient experience with clearly calculable costs and added value.
- For marketing: new opportunities for targeted campaigns, combination offers and positioning.
And all this is automated, scalable and available around the clock.
The next part of this series will focus on the technical possibilities for integrating the ticket shop from your own website to social media and partner channels. You will learn how to flexibly integrate your shop and make it visible wherever your guests are today.
