Overview

The Extras area within the Admin Portal allows organisations to enrich their core product offerings by configuring optional or mandatory items that enhance the customer experience and increase overall transaction value.

While core products such as Admissions, Events, Memberships, and Journeys form the foundation of a booking, Extras provide additional flexibility through:

• Ancillary Items
• Recommendations

Together, these tools allow you to surface relevant, value-adding options at key points in the booking flow, improving customer satisfaction and driving incremental revenue.

Ancillary Items

Introduction

Ancillary Items (Add-ons) are optional or mandatory extras that can be purchased alongside, or independently from core products.

They include:

• Physical items (Guidebooks, Souvenirs, Merchandise)
• Service upgrades (Priority Boarding, VIP Lounge Access)
• Operational extras (Parking, Seat Upgrades, Meal Vouchers)
• Donations (Round Up for Charity)
  

Ancillary Items can be configured as:

• Ancillary Item only: Sold as standalone items
• Add-on only: Only available when linked to another product
• Ancillary Item & Add-on: Sold independently and also surfaced as add-ons

Correct configuration ensures customers only see relevant extras based on what they are booking, where they are booking, and when the product is valid.

Description Tab

(Insert screenshot: extras_description_tab)

The Description Tab defines how the Ancillary Item appears to customers and how it is identified across internal systems.

Fields

• External ID: Unique identifier for API usage and data integrations
• Title: Customer-facing name (e.g., Guidebook, Drinks Voucher)
• Description: Explains the purpose or contents of the item
• Sort Order: Controls the order items appear in lists
• Image URL: Optional image for web display

Options

Items may contain multiple Options, each with:

• Its own External ID
• Its own Sort Order
• Independent pricing and tax rules (configured later)

Requires User Input

Setting this to Yes reveals a text field for customers to enter details such as:

• Dietary requirements
• Personalisation text
• Vehicle information

This ensures the item appears correctly across channels and that teams have the details needed for fulfilment.

Availability Tab

(Insert screenshot: extras_availability_tab)

The Availability Tab determines when, where, and to whom an Ancillary Item can be sold.

Configuration Options

Locations

Define where the item applies (e.g., venue, site, segment of a journey).

Overall Availability Limit

• No Limit
• Limit per day / month / year
• Limit per departure/event start
  

Availability Dates & Times

• Start/end dates
• Start/end times
• Active weekdays
  

Purchase Limit: Prevents purchase during certain periods (e.g., weekdays only).

Channels & Markets

Select which:

• Channels (Web, POS, Reservations, API)
• Markets (e.g., Historic Royal Palaces, MLA Chelmsford)

can access this item.

Correct availability setup prevents overselling, ensures operational consistency, and avoids customer disappointment.

Validity Tab

(Insert screenshot: extras_validity_tab)

The Validity Tab determines how the Ancillary Item is redeemed.

Generate Redeemable Code

• Yes: Creates a QR/barcode included on:
• Tickets
• Receipts
• Confirmation emails
• No: Used for items that are included automatically (e.g., donations, bundled items, or digital goods)

This ensures smooth fulfilment and consistent on-site scanning workflows.

Pricing Tab

(Insert screenshot: extras_pricing_tab)

The Pricing Tab configures the item’s pricing and VAT rules.

Configuration Options

• Pricing by Market
• Add prices and VAT rates per market (UK, EU, etc.)
• Price per Option
• Each option can carry its own price (e.g., “Wine – £8”, “Beer – £6”).
• Donation
• Mark the price as a donation when appropriate.
• Sell in Increments Of
• Useful for packs or bulk items (e.g., sold in packs of 2 or 5).

Accurate configuration here supports finance teams and prevents reporting discrepancies.

Relationships Tab

(Insert screenshot: extras_relationships_tab)

This tab controls how the Ancillary Item interacts with other products.

Surface Settings

• Ancillary Item only
• Add-on only
• Ancillary Item & Add-on

Product Linking

Choose the product(s) to which the item is linked.

Required for Checkout

• Optional: Customer may choose to add it
• Mandatory: Must be added before checkout completes

Apply To

• All tickets in a booking
• Only selected tickets

This ensures the right items appear at the right time within the booking flow.

Integrations Tab

(Insert screenshot: extras_integrations_attractions)

(Insert screenshot: extras_integrations_travel)

The Integrations Tab allows Ancillary Items to connect to external systems such as accounting tools, third-party booking platforms, or travel gateways.

The fields shown depend on whether the client is an Attractions or Travel operator.

Attractions & Events

These are codes for financial accounting and reporting. Income from this add-on will be assigned to this code.

If the add-on is configured with 0% VAT, then the VAT code field can be left blank.

Attractions clients typically use financial mapping fields:

• Cost Centre Code & Account Code
• VAT Cost Centre Code & Account Code

Example (Attractions):Cost Centre for 'Guidebook revenue mapped to Retail / Publications'

Can someone confirm if this could be available to travel clients please?

Travel

Travel clients also have access to for example, FerryGateway-specific fields:

Service Type

Defines the type of service this ancillary represents:

e.g., On board service, Land service, Bus transfer service.

Service Rule Type

Defines how the service is applied:

e.g., One per passenger, One per booking, One per vehicle.

Example (Travel):

Meal Voucher

• Service Type: On board meal service
• Service Rule Type: One per passenger

Cross-Sector Flexibility

Although Attractions currently use financial codes and Travel uses FerryGateway mappings, the Integrations structure supports both sectors and future enhancements.

PLEASE CAN SOMEONE CONFIRM OR DENY THE ABOVE STATEMENT

History Tab

(Insert screenshot: extras_history_tab)

Displays a full audit log of:

• Timestamp
• User
• Action (Edit, Publish, Republish)

This ensures traceability and supports strong governance.

Analytics Tab

(Insert screenshot: extras_analytics_tab)

The Analytics Tab allows you to assign tracking identifiers used by platforms such as Google Tag Manager (GTM), Google Analytics, or any other analytics service your organisation uses.

These values determine how the Ancillary Item appears in analytics reporting and help teams measure engagement, conversions, and the impact of specific extras on customer behaviour.

Analytics Tag

The Analytics Tag is the primary identifier sent to analytics platforms when this Ancillary Item is viewed or purchased.

This is pre-filled using the item’s External ID but can be customised if required.

Example:

club_lounge

wine_tasting

parking_evening_rate

This tag is used for tracking performance in GTM and downstream analytics tools.

Analytics Item Name

You can optionally override the default analytics item ID by enabling 'Override analytics item ID'.

This reveals the Analytics Override Value field, where you can enter a custom label.

Override analytics item ID (Optional)

• When off:
• The Analytics Tag is used as-is across analytics platforms.
• When on:
• A custom Analytics Override Value can be supplied to change how the item is labelled in analytics reports.

This is useful when:

• Internal naming conventions differ from customer-facing names
• Multiple variants need to roll up under a single analytics label
• A/B measurement or campaign reporting requires unique identifiers

Example Override Values:

club_lounge_premium

onboard_meal_upgrade

guidebook_bundle_offer

Why It Matters

Accurate and consistent analytics tagging ensures:

• Clean, meaningful reporting in GTM and analytics dashboards
• Correct attribution of ancillary performance across channels
• Better measurement of conversion rates, upsell effectiveness, and customer preferences
• Clear insight into how Extras contribute to revenue and customer behaviour
• Stronger tracking consistency between Attractions and Travel journeys

This is essential for marketing, product optimisation, dashboard accuracy, and evidence-based decision-making across the organisation.

Reporting Tab

(Insert screenshot: extras_reporting_tab)

The Reporting Tab enables internal categorisation for downstream reporting.

Fields

• Reporting Code 1
• Reporting Code 2

These help finance and BI teams classify revenue consistently across:

• Departments
• Campaigns
• Operational categories

Examples

Attractions Example:

Placeholder – e.g., Reporting Code 1: Retail / Reporting Code 2: Guidebooks

Travel Example:

Bus Transfer

• Reporting Code 1: Transport Services
• Reporting Code 2: Shuttle / Transfers
  

Best Practice

(Matches Create New Orders style)

• Use clear, descriptive titles and IDs
• Keep options meaningful and simple
• Ensure VAT and donation settings are accurate
• Limit availability to prevent overselling
• Verify correct channels and markets
• Test redemption workflows before launch
• Use required add-ons sparingly
• Review history and reporting codes regularly
• Keep the Ancillary Item list tidy by unpublishing unused items
  

Summary

Ancillary Items provide a central place to manage supplementary items across all channels.

When configured correctly, they offer:

• Seamless upselling
• Operational consistency
• Accurate reporting
• Enhanced customer experience
• Increased revenue per transaction

They form a core part of product strategy for both Attractions and Travel organisations.

Recommendations

Introduction

(Insert screenshot: extras_recommendations_intro)

Recommendations allow you to surface intelligent, context-aware suggestions during the customer booking journey.

These may include:

• Afternoon Tea upsells
• Priority Tours
• Return Travel offers
• Cabin upgrades
• Parking suggestions

Recommendations can be automatic or manual.

They help guide customers toward relevant options without disrupting the journey.

Description Tab

(Insert screenshot: extras_recommendations_description)

Defines the purpose and behaviour of the Recommendation.

Fields

• External ID
• Name
• Recommendation Type:
• Add admission/event booking
• Add return journey booking

Correct setup ensures clear internal identification and aligned reporting.

Linked Products Tab

(Insert screenshot: extras_recommendations_linked_products)

Controls:

• What triggers the Recommendation
• What product(s) are suggested

Recommendation Behaviour

• Automatic: Added automatically when triggered
• Manual: Customer chooses whether to add

Used correctly, this tab enables seamless and intuitive upsells.

Availability & Channels Tab

(Insert screenshot: extras_recommendations_availability)

Controls when and where Recommendations appear.

Configuration Options

• Available indefinitely
• Limited to dates/times
• Booking-date-based rules
• Channels (Web, POS, API, Reservations)
• Markets (e.g., HRP, MLA Chelmsford)

This prevents irrelevant or outdated prompts from appearing.

History Tab

(Insert screenshot: extras_recommendations_history)

Provides full audit trails for all changes made.

Best Practice

• Use clear names (e.g., Return Journey Offer)
• Keep recommendations meaningful
• Avoid overwhelming customers
• Use date limits for seasonal or temporary offers
• Test behaviour in both Automatic and Manual modes
• Monitor performance to refine triggers
• Ensure channels and markets remain accurate
• Review history to maintain clean governance
  

Summary

Recommendations are a powerful tool to:

• Increase average order value
• Improve customer experience
• Maintain consistent, context-aware upsells

When used alongside Ancillary Items, they create a unified, intelligent extension of core products.

Using Extras Effectively

Together, Ancillary Items and Recommendations:

• Support upselling and cross-selling
• Enhance customer experience
• Increase revenue
• Maintain alignment with financial, operational, and reporting systems

Used correctly, they help customers personalise their journey while ensuring teams can manage revenue and performance efficiently across all platforms.

Why It Matters

Using Extras, both Ancillary Items and Recommendations, ensures a consistent, reliable, and value-adding experience across all sales channels.

Correct configuration matters because it:

• Increases revenue by surfacing relevant, timely options
• Improves the customer journey with personalisation and clarity
• Prevents operational issues by controlling availability, validity, and fulfilment
• Ensures financial accuracy across accounting, reporting, and auditing
• Supports cross-channel consistency, whether customers book online, at POS, or through partner systems
• Reduces staff workload by automating recommendations and enforcing business rules
• Strengthens governance with history tracking and structured integrations

Extras transform a simple booking into a tailored experience that benefits both customers and organisations.

Feature Highlights Appendix

This appendix provides a quick reference to the key behaviours, functions, and use cases for Ancillary Items and Recommendations, following the style found in the Create New Orders appendix.

Guidebook available on all channels using same config.

Pricing Tab

Example Use

Prevents overselling and ensures operational control.

Supports flexible upselling strategies.

Ancillary Items

Accurate reconciliation and accounting alignment.

Ancillary Items

Recommendations

Ensures financial accuracy and compliance.

Ancillary Items

Reporting Tab

Bus transfer revenue tracked separately from onboard retail.

“Guidebook – Adult Edition” appears correctly on Web and POS.

Relationships Tab

Supports BI reporting, finance auditing, and revenue grouping.

History Tab

Revenue & Experience Enhancement

Assign Reporting Codes 1 & 2 for financial categorisation.

Defines how an item is redeemed (QR/barcode or not).

Ancillary Items

Controls where the item surfaces and product linking.

Cross-Channel Consistency

Select triggers and items recommended.

Linked Products Tab

Ensures version control and governance.

Ancillary Items

All Extras behave the same across Web, POS, API, and Reservations.

Supports clean fulfilment and avoids on-site delays.

Combined

Ancillary Items

Ancillary Items

Recommendations

Configure price, VAT, donation status, and increments.

Tracks all configuration changes.

Availability Tab

Priority Boarding available only with ferry journeys.

Admin reviews changes before publishing new upsell rules.

Upsell visible only during summer campaign.

Full audit trail of edits, publishes, republish actions.

Enables detailed revenue and engagement tracking.

Defines how the item appears to customers and internal systems (ID, title, options, images).

Map items to cost centres, account codes, VAT reporting.

Recommendations

Extras work together to increase AOV and satisfaction.

Wine tasting add-on priced differently for UK vs EU markets.

Creates targeted, context-aware upsells.

Behaviour Settings

Enables correct manifesting and operational behaviour.

Choose Automatic or Manual recommendation behaviour.

Controls when and where recommendations appear.

Provides predictable customer journeys and reduces training.

“Add Return Journey Offer” configured as type = Return Journey.

Ensures items appear correctly within booking flows.

“Guidebook – Adult” tracked separately for conversion rates.

Defines purpose and type of recommendation.

Ensures traceability and governance.

Placeholder: Retail guidebook mapped to “Shop – Publications”.

Controls when, where, and to whom items can be sold.

Audio guide issues a scannable QR code at entry.

Meal voucher = On board meal / One per passenger.

Analytics Tab

FerryGateway fields: Service Type + Service Rule Type.

Assign or override GTM/analytics tracking tags.

Ensures clear system behaviour and consistent reporting.

Automatic upsell: Return sailing added when outbound selected.

Validity Tab

Recommendations

Selecting Afternoon Tea triggers offer for Prosecco Upgrade.

Ensures clarity and consistency across all sales channels.

Prevents outdated or irrelevant prompts.

Integrations Tab (Attractions)

Description

Ancillary Items

Description Tab

Parking only available on specific event dates.

History Tab

Customer books admission → sees timed tour → adds gift bag.

Recommendations

Description Tab

Integrations Tab (Travel)

Admin checks who updated pricing last week.

Why It Matters

Category

Ancillary Items

Feature

Combined

Availability & Channels Tab

Ancillary Items

Ensures customer journeys feel personalised and intuitive.