DigiTickets, a leading provider of ticketing and EPOS solutions for attractions, tours and events, has shared key consumer behaviour trends related to ticketing which should be considered by venues this year.
In a post-COVID world combined with a cost of living crisis, the firm says that predicting what the new year has in store is not particularly straightforward, and has provided a few hints and suggestions to help on the path to boosting ticket sales and increasing ticketing revenue.
For many countries including the UK, 2022 marked the first year without COVID-19 restrictions. As a result, there was a notable rise in international travel as overseas vacationers made cautious returns. In 2023, DigiTickets anticipate more of the same, with the general population gaining confidence and beginning to plan the holidays they’ve been long postponing.
A brighter future
UKInboard and ABTA have provided positive outcasts for the UK market largely strengthened by the pound’s record-low value, which will make travel from overseas more alluring.
Additionally, according to DigiTickets, more people will make reservations in advance this year. More consumers have become accustomed to securing their bookings in advance rather than expecting that there will still be space on the day given the recent spike in pre-booking. Increased awareness of living expenses has accelerated this behaviour and as a result, many visitors to Europe will be looking to make reservations in advance rather than purchasing tickets on impulse.
“With many out-of-area visitors expected, it’s more important than ever to make sure that your marketing strategy is getting you in front of them,” says DigiTickets. “If visitors aren’t already familiar with the area, they’re unlikely to find you via your website; instead, they’ll be relying primarily on ticketing marketplaces, looking to find exciting days out with the minimum effort. If you aren’t already present on a range of marketplaces then now is the time to look into it.”
Ticketing partnerships
DigiTickets works with some of the biggest names and integrations in the sector to ensure attractions are findable by prospective guests.
Viator, one of the most well-known marketplaces, provides over 300,000 experiences from businesses worldwide. They are a go-to website for a variety of various customer groups and offer brand awareness for attractions of all shapes and sizes.
Despite being relatively new to the market, Tiqets has already made a major impact on the ticketing sector. The firm has attracted clients worldwide with a focus on museums and attractions thanks to integrations with leading tech brands such as Airbnb and Apple Maps.
GetYourGuide focuses on providing its customers with can’t-miss experiences. The company utilises individualised recommendations to ensure consumers get the most out of their vacation and discover new places that speak to them personally.
Optimising marketplace potential
Multiple marketplace management is simplified by DigitTicket’s Experience Bank service. All ticket sales, whether made directly through an attraction’s DigiTickets account or an online marketplace, pull their capacity from the same centralised capacity in real-time. Sales can then flow naturally from whichever channel is the most well-liked, increasing operators’ potential revenue. Employees may log in and track where their sales are coming from. They can also set various ticket prices for various channels to reduce marketplace commission.
Marketing and sales teams can select from a variety of marketplaces thanks to Experience Bank’s connections with those mentioned above as well as many others.
Increasing ticket sales
Windmill Lane Recording Studios is one venue which has benefited from upgrading its ticketing solutions.
The Dublin-based studio has had some of the biggest names in music use its facilities since it was established including David Bowie, Ed Sheeran and Kate Bush, alongside bands such as U2, Rolling Stones and the Spice Girls.
The site operates a studio tour where visitors can find out more about music production and the significance of the building for the music industry.
Its director Aidan Alcock said: “After signing up with DigiTickets earlier this year, we’ve made use of their integrated Channel Management feature; Experience Bank. This has allowed us to sell our tickets through GetYourGuide, Viator, Tiqets and more. Now, we’ve been able to capitalise on marketing ourselves on multiple channels and increasing our ticket sales.”
Attractions looking to take advantage of marketplaces in 2023 are encouraged to get in touch with DigiTicket’s Business Development team on the company’s website.
DigiTickets has also upgraded systems for Clovelly, a heritage destination in the picturesque English county of Devon.
