Just 1% of Travelers Book Event Tickets on Travel Sites
Catching an unforgettable concert, seeing the hottest Broadway show, or finally taking in a game at a stadium you’ve always dreamed of checking out. Events are an important driver of the decisions travelers make.
The in-destination sector – tours, activities, attractions, and events – represents the travel industry’s third-largest and fastest growing sector. The travel industry has begun paying more attention to tours, attractions, and activities. But events, especially performing arts and sporting events, remain an underserved part of the sector.
This often-overlooked subset of the in-destination experience generates destination visitation and is a key component of travel planning decisions. However, just 1% of travelers book purchase event tickets via travel sites or apps, suggesting that the travel industry is leaving money on the table.
WHY YOU SHOULD READ THIS
This new Arival Guide, presented with Ticket Evolution, presents an in-depth picture of events and how they factor into the overall decision-making of the U.S. traveler. Here are three things you’ll learn in this report:
- The role of events in travel
- How travelers plan and book events (the path to purchase)
- How travel brands can capitalize on the U.S. event travel opportunity
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