A balance must also be struck between strategically growing ancillary revenue and providing value-added services such as service recovery and other reactionary-type activities. The customer experience is, therefore, the sum of all experiences, and not just the offers. Ancillary offers must deliver value-add perks to the traveler. This is unlike the view of airline customers today: offers being viewed as the penalty for specifying their preferences to airlines. This is an important distinction that the market-leading carriers will need to understand.