Think about the idea of ordering food at a restaurant. Diners usually have two options: full meals with
side dishes or a la carte, whereby customers can order individual items to create their own meal. Most restaurants offer both to increase the flexibility of their menu offerings and provide diners with the most options possible. This menu structure also allows restaurants to leverage more of their inventory of ingredients for overall sales, as well as create different pricing structures based on the availability and seasonality of ingredients like fruits and vegetables.
The same concept is true in today’s travel industry when it comes to how travel companies position ancillary services in a B2B platform and more widespread distribution network. Ancillary services can mean a variety of things such as meal supplements, city tours, spa and wellness services, entertainment opportunities, and other guided or curated activities. Just like how restaurants deploy different price points to sell items on the menu versus a la carte, travel companies have a variety of strategies to help facilitate these ancillary services and position them to customers at the right time to optimize overall bookings.