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Global ticketing agency Ticketmaster and experience industry technology company Redeam have announced a partnership that will enable tourists to buy tickets to concerts, sporting fixtures and other events when they book their trips on global travel websites.

With live events recognised as increasingly important component of the leisure travel experience. Ticketmaster’s collaboration with Redeam, is not only aimed at individual tourists but also allows event organisers to create special packages and promotions that tourists can combine with other experiences as they book their trip.

Redeam - a technology provider that specialises in connecting global travel sites with attractions and experiences across the tourism ecosystem - then shares these offers across hundreds of travel sites in its global network, including Expedia, Viator, TUI Musement and GetYourGuide.

The partnership between Ticketmaster and Redeam also helps event organisers reach fans actively looking to add a live event component to their trip while creating a seamless booking experience.

In the USA, concerts and live events welcomed more than 142 million out-of-town attendees in 2019 according to a report compiled by Oxford Economics. This included 67.3 million daytrip attendees and 75.6 million overnight attendees. These figures demonstrate the power live events have in motivating a trip.

As consumers crave returning to travel and getting back to enjoying live experiences in 2022 and beyond, an even greater opportunity will exist for travel operators and event organisers to combine offerings.

Dan Armstrong, Ticketmaster Executive Vice President of Distributed Commerce, advised “with Redeam, we can fundamentally shift the way fans discover and buy tickets to live events when booking travel, whether for a vacation or even a business trip.

“People want to book it all in one place (and) by tapping into the vast inventory that exists on Ticketmaster’s global marketplace, Redeam partner sites can be a true one-stop-shop for fans and event organisers have the opportunity to reach people as they actively search for events to bundle with their travel experience.”

Powered by Ticketmaster’s open platform, advanced transactional API technology enables event organisers in diverse destination markets around the world to be connected to best-in-class demand partners. Beyond tours and attraction operators - sporting leagues and teams, festival promoters and concert venues will also have the ability to tap into domestic and foreign inbound travellers to greatly increase their global reach.

Melanie Meador, Redeam President and Chief Executive, Melanie Meador added “our relationship with Ticketmaster exemplifies Redeam's mission: to empower experiences through innovation to inspire more people to travel and enjoy more of the world.

“This relationship proves our market strength and brings a huge audience to all our distribution partners as well as to our operator customers. As we continue to expand our solution set, we look forward to growing a significant and fruitful partnership with Ticketmaster."

Image: Bluesfest.

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