Digital Upselling in Tourism: Selling Transfers, Excursions and Extras Before Arrival

A guest books three nights in Naples. In the days before leaving they look up how to get from the airport, a day trip to Capri, a tour of Pompeii. If you’re the one offering those at that moment, with one click and a clear price, the revenue stays with you. If you don’t, they’ll book elsewhere. That, in short, is digital upselling.

The problem with front-desk upselling

Traditionally, extras are offered at check-in: an upgrade, breakfast, an excursion. But at the desk the guest is tired, holding luggage and has often already planned everything. The data backs this up. Mews’ 2026 report on US hotels found the average upsell at the front desk is worth about $22, against about $52 when the offer comes through self-service check-in: more than double, just by changing the moment and the method.

Average upsell value by point of sale (US hotels, 2026)

Front desk$22Self-service check-in$52

The reason is simple: calmly, on a screen, guests can see the options, photos and prices, and decide without the pressure of a queue behind them.

What to offer: extras that work in Campania

• Transfers from the airport, station or port: the most natural extra, because it solves a real problem for first-time visitors.
• Excursions: Pompeii, Vesuvius, the Amalfi Coast, Capri, Ischia, Procida. If you don’t run them yourself, you can partner with a local tour operator.
• Experiences: cooking classes, Vesuvius wine tastings, food tours in the historic centre.
• Comfort: early check-in, late check-out, room upgrades, breakfast on the terrace.
• Special occasions: flowers, a bottle in the room, a romantic dinner for anniversaries and honeymoons.

The right moment for each offer

1. At booking: on the confirmation page, offer the transfer. The guest is already thinking about how to get there.
2. 7–10 days before: an email or message with excursions and experiences, real availability and online payment.
3. 2–3 days before: early check-in, upgrades, last seats on weekend tours.
4. During the stay: a message with ideas for the next day, especially if the weather changes plans.

Rules for not being pushy

• Few, relevant offers. A family with children and a honeymoon couple don’t want the same things. Use the booking data: number of guests, length of stay, reason for travel.
• Clear price and instant booking. “Contact us for information” doesn’t sell. An “Add to my stay” button does.
• Real photos. The real boat, the real van, the real guide.
• No obligation. The guest should feel a service, not sales pressure.

For agencies and tour operators: cross-selling

The same principle works the other way round. Someone who booked a Vesuvius excursion is a perfect customer for Pompeii on the same day, a hotel transfer or a dinner with a view. A booking system that suggests combined packages raises basket value. And partnerships between hotels and local tour operators, with mutual commissions, work better with tracked links and codes than with verbal agreements.

What you need technically

1. A catalogue of extras with prices, photos and availability.
2. An integrated online payment system.
3. Automated messages scheduled around the arrival date.
4. A connection to your management system, so staff see extras sold without retyping them.
5. A monthly report: which extras sell, at what moment, through which channel.

Frequently asked questions

Does upselling annoy guests?

Only when offers are too many or irrelevant. A transfer offered to someone arriving by plane is a service, not a hard sell.

Is it worth selling other operators’ excursions?

Often yes, with a clear commission agreement. Check the tax and insurance implications with your adviser before collecting payment on someone else’s behalf.

Which extra should I start with?

The transfer: it’s the easiest to organise and the most requested by first-time visitors.

Sources

• Mews – US Hotel Performance 2026

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