Bókun, a Tripadvisor company and leading Channel Manager and booking system for tour, activity and experience providers, has joined forces with TTX, a Trafalgar Entertainment company.
With Bókun's integration as TTX's first Channel Manager, this partnership aims to revolutionise the theatre and live events scene, changing how audiences book and experience these events.
By streamlining booking processes, it provides seamless, end-to-end solutions for both customers and venue operators - making ticket purchases easier, improving inventory management, and expanding marketing efforts.
This simplifies discovering, booking, and enjoying the UK’s premier theatre and entertainment venues, while also supporting the potential for international growth.
This partnership merges Bókun’s cutting-edge booking and channel management technology with TTX's expertise and reputation in theatre and entertainment ticketing. Together, they aim to enhance how audiences access and enjoy live entertainment.
A significant milestone
Jordan Whittington, global business development manager at Bókun, says:
“We are incredibly excited about the new partnership with TTX. This collaboration marks a significant milestone in the evolution of entertainment booking technology — enhancing digital experiences and delivering greater value for both venues and audiences.
"By joining forces with these industry leaders, we are expanding Bókun’s support for live entertainment and reinforcing our commitment to driving innovation, elevating audience experiences, and supporting the continued growth of the live entertainment sector.”
Jess McCrorie, director of partnerships and campaigns at TTX, adds:
“We’re thrilled to partner with Bókun to bring to the Travel Trade and their clients & customers seamless access to unforgettable live entertainment experiences. This collaboration not only strengthens our current world-class digital offering but also helps us at TTX create new opportunities for producers, venues and audiences alike.
"Together, we’re shaping the future of theatre and live events by making booking easier, smarter, and more engaging.”
New opportunities
TTX is a global leader in live entertainment and the owner of Trafalgar Theatres, specialising in live productions, performing arts education, event cinema distribution, and theatre ticket sales.
It will now adopt Bókun as its first-ever Channel Manager. Fully integrated with the in-house system and enabled for wider distribution, this partnership will streamline operations and open new opportunities to reach larger audiences.
The integration will utilise the latest innovation in dynamic pricing by automating price schedules via API, helping theatres adapt flexibly and optimise performance.
TTX’s product range provides access to the entire West End scene, including blockbuster musical and play productions like Disney’s The Lion King, Wicked, Phantom of the Opera, Les Misérables, Mamma Mia! the Musical, and Hamilton.
Additionally, TTX offers and curates backstage tours, theatre workshops, and exclusive show-and-dinner packages.
Furthermore, as part of their expanded distribution plan, the partners will leverage experienced OTAs and provide theatre tickets through several top global resellers. This strategy aims to greatly increase reach, making live entertainment more accessible for both domestic and international audiences.
Bókun’s Channel Manager centralises operations, syncing live availability, pricing, and inventory across all connected platforms.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
