Show me the money!
Looking for easy ways to increase your bottom line? Travel Courier reached out to industry experts for their top tips on upselling and increasing commissions.
ELEVATE THE EXPERIENCE
Erin Rogers, G Adventures’ National Sales Manager, Canada, believes that commission growth comes down to how advisors piece their bookings together.
“Start with our Travel Styles as your foundation, then look for those natural opportunities to elevate,” she tells Travel Courier. “Move clients from Classic into National Geographic Journeys when they want something more immersive or educational, or from Active into The Geluxe Collection when they’re ready for a bit more comfort and style. Or head straight into National Geographic Signature if they’ve mentioned the L-word: luxury.”
Similarly, Sean Russo, Director of Sales, Canada for Virgin Voyages, suggests getting sailors to consider upgrading to a Sea Terrace.
“If a sailor is looking at a Sea View (porthole), the jump to a Sea Terrace is the most effective upsell in your toolkit,” he says, adding that it’s a relatively small price gap that significantly increases their satisfaction and agents’ commission.
Not only will clients benefit from the added outdoor space, he said the real pitch is, “the hammock is the destination — you aren’t just selling a balcony; you’re selling the iconic Virgin experience of swinging over the ocean with a morning coffee.”
For those clients with a “treat yourself” budget, he recommends upgrading from regular cabins to a RockStar Suite.
“Mention Richard’s Rooftop (the private sundeck), the RockStar Agents (concierge), and the in-room bar (the first round is on Virgin),” he notes.
“If they want the ultimate, go Mega RockStar. This includes a daily bar tab across the whole ship and complimentary thermal suite access.”
Notably, Rosanne Zusman, CEO of CIE Tours, highlights that travel advisors don’t always have to rely on upselling to increase their earnings.
“Choosing more inclusive products from the start can be just as effective,” she says. “When more of the experience is built into the price, advisors earn commission on the full value of the trip at booking, rather than missing out on extras purchased in destination. With CIE Tours’ Inclusive Advantage, accommodations, transportation, sightseeing, and most meals are included, so clients appreciate the simplicity and value and advisors benefit from higher overall commissions.”
GET INTO SELLING EXPEDITION CRUISING
For a quick and easy way to make more money, Beth Mercier, Vice President of Sales, North America, Aurora Expeditions suggests that travel advisors start selling expedition cruises.
“Travel advisors have a significant opportunity to increase commission by focusing on expedition cruising — a category that naturally lends itself to higher booking values and a highly engaged client base,” she reveals. “These travellers are typically well-researched, motivated by experience over price, and looking for trusted advisors who can guide them through the booking process with confidence.”
ADD IN THE EXTRAS
Rogers also mentions that it’s a smart idea to build onto the original itinerary with “pre- and post-trip extensions, and available extras (like that zipline in Costa Rica or cooking class in Italy that they’ve always dreamt about doing) that genuinely enhance the experience.”
Meanwhile, Lorna Richards, National Training Manager for Unique Vacations (Canada) Inc., reminds advisors to book their clients’ optional add-ons in advance, before they arrive at the resort.
“Things like Red Lane Spa treatments or excursions with Island Routes can all be pre-booked, earning extra commission for the advisor,” she shares. “Savvy travel advisors know that their clients are going to go ahead and book these optional experiences in person on resort, so why not pre-book? That way, as an advisor, you’re not leaving money on the table!”
On Virgin Voyages, this means booking a Bar Tab in advance since the adults-only cruise line doesn’t offer the traditional “all-you-can-drink” packages.
“Encourage sailors to pre-purchase a Bar Tab before they sail,” Russo says. “The benefit is they typically get a bonus top-off (e.g., buy $300, get an extra $50). It’s a ‘free money’ pitch that sailors love.”
Notably, Virgin also offers curated Splash add-on packages that can be pre-purchased.
“For example, Splash of Romance is ideal for couples. It includes priority boarding, Thermal Suite passes, and a “Shake for Champagne” delivery,” he notes. “These packages create a VIP feel from the moment they step into the terminal.”
Over at Couples Resorts, Francine Allen, Director of Sales Canada, points out that travel advisors can increase their commissions most effectively by evolving from booking agents into strategic business partners and experience curators.
“While upselling room categories, private transfers, excursions, and travel protection remains important, the greatest earning potential lies in creating value-driven travel experiences that clients view as essential, not optional,” she shares.
For Aurora Expeditions, revenue opportunities often come through value-added enhancements that elevate the overall journey, including cabin upgrades, longer itineraries, extension tours, and immersive activities such as kayaking, diving and ski touring programs.
“These additions not only increase booking value, but also help travellers build a more personalized and rewarding expedition experience,” Mercier says. “We’re also seeing strong interest in travellers extending their time in destination, particularly in regions like Antarctica and the Arctic, where guests are already committing to a once-in-a-lifetime journey. Advisors who take a consultative approach and match the right experiences to the right client are well positioned to increase both client satisfaction and overall commission.”
GROUPS ARE BIG BUSINESS
According to Zusman of CIE Tours, another top tip is to focus on group bookings.
“Group travel is another powerful opportunity,” she shares. “For example, a single group of 30 travellers can generate over $20,000 in commission, making it an incredibly efficient way for advisors to grow revenue from one booking.”
Booking private groups is also highly recommended by G Adventures.
“With just eight travellers to get started, and the ability to earn an FOC when you sell 11 on most tours, it’s one of the simplest ways to grow both your commissions and your business at the same time,” Rogers notes.
Similarly, Allen says that groups are also big business at Couples Resorts.
“Group travel, in particular, remains one of the strongest commission drivers in the industry,” she notes. “Weddings, corporate retreats, milestone celebrations, wellness escapes, and affinity travel create multiple layers of revenue—from accommodations and private events to excursions, spa experiences, transportation, and pre- and post-stay extensions. One well-managed group booking can generate the equivalent commission of several individual reservations.
DON’T FOCUS ON PRICE
Back at Unique Vacations (Canada) Inc., which represents Sandals and Beaches resorts, Richards recommends painting a picture of the incredible inclusions and experiences that are waiting for their client in a particular room category instead of focusing on the price.
“First, every room category presents an opportunity to upsell and earn more commission,” she says. “A Luxury or Deluxe room can move up to a Club Sandals or Beaches Concierge Suite where they will enjoy a full bar in-suite that’s replenished daily, among other things. A Club Sandals or Beaches Concierge Suite can level up to a Butler Suite where guests will enjoy the attentive services of their own personal Butler, to assist with everything from private in-suite check-in to arranging complimentary poolside or beachside cabanas. And yes, even a Butler Suite client can be upsold!”
ALIGN YOUR GOALS
Couples Resorts’ Allen also recommends that travel advisors leverage their relationships with supplier partners.
“Consistent production, strong brand alignment, and delivering measurable room nights can position advisors for preferred partnerships, enhanced commission structures, exclusive incentives, and cooperative marketing support,” she says. “Advisors who understand their value in driving revenue are better equipped to negotiate opportunities that benefit both their clients and their business.”
TRAVEL AND REPEAT
Over at G Adventures, Rogers also believes staying engaged with past clients is a great way to secure future bookings.
“We see a lot of growth from repeat clients who are leaning into more purposeful travel, they already trust the G Adventures experience, so they’re open to going on longer trips, trying new regions (hello Japan or the Stans!), or travelling in a more meaningful way,” she shares. “Your loyal G clients are also your best opportunity for referrals and growth, so encourage them to bring a friend along next time.”
While clients are still onboard, Russo recommends getting sailors to lock in their “My Next Virgin Voyage” offer at the Future Voyage, a discount and onboard credit applicable towards their future sailing.
“If they put down a small deposit, they get a massive discount and bonus Sailor Loot on their next booking,” he shares. “As long as they are linked to you, that booking stays in your name, securing your future commission before they even get home.”
