How One Museum Stopped Paying OTA Commissions & Improved the Visitor Experience

A case study in how the famous Van Gogh Museum eliminated lines, increased visitation and improved relationships with OTA partners.

In 2015, the famous Van Gogh Museum in Amsterdam was experiencing some issues. Not only was the museum working with over 100 ticket resellers, which necessitated extra work from the staff, but also the line to enter the museum frequently ran at 3+ hours, frustrating visitors.

In this video from Arival Berlin, Kay Bartelink, licensing manager for the Van Gogh Museum, outlines how he and his team improved visitor experience, better used the museum’s capacity, lessened back-office workload and created new opportunities for the attraction.