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Spending on experiences is back and people love creating memories. Whether it’s a day at a museum, a stadium tour, or an interactive exhibition, we naturally crave experiences, and we’re willing to pay for more. The more diverse those experiences, the better. Offering multi-attraction ticketing, premium upgrades, and experience bundling can do wonders for both your brand and your bottom line.
Giving customers the ability to purchase bundled experiences not only elevates their visit but also provides new opportunities to drive revenue. Offering additional experiences—whether it's 2 or 3 different events, a VIP upgrade, or a behind-the-scenes tour—makes every visit feel more complete and more valuable. Providing bundled offerings not only enhances customer satisfaction but it also increases spend per head.
Experience bundling can transform the way you delight customers and help you unlock new revenue streams.
At its core, experience bundling and upgrades are a way to offer premium or multiple experiences as part of a single purchase. It could be as simple as bundling a general admission ticket with a tour or it could be combining multiple activities to create a full day experience. Done right, bundling creates a more enriching experience for your visitors while providing your business with the potential to generate significantly more revenue.
Here’s how bundling adds value to both customers and businesses:
When you offer customers the opportunity to upgrade or bundle experiences, you can automatically increase their total spend. Rather than purchasing a single ticket, they may add more to their cart—whether it’s an upgrade to VIP, a dining experience, or an additional attraction.
For example, by bundling a museum’s general admission ticket with an exclusive behind-the-scenes tour, visitors are encouraged to spend more. Likewise, a theatre could offer VIP seating upgrades. This simple strategy can lead to a substantial revenue boost.
Tip: Offer a small discount for bundled experiences and upgrades to make them more appealing. A slight price reduction can make the package feel like a deal, driving higher AOV without hurting your overall margins.
One of the most common challenges faced by attractions and venues is online purchase drop-offs. Visitors begin the booking process but abandon it midway for any number of reasons, but sometimes it’s simply a confusing experience to purchase multiple activities. By offering bundled tickets in a single customer journey, you can simplify the buying experience, making it easier for visitors to purchase everything in one go.
When the booking process is seamless—without redirects or multiple steps—customers are less likely to drop off before completing their purchase. Instead, you have the opportunity to present them with relevant options up front. Not only they easily choose bundled packages, and check out in one transaction, you could actually be making them more aware of your total offerings.
Tip: Minimize redirects and keep all purchases within your brand to reduce confusion and keep visitors engaged through to checkout.
By offering a variety of bundled and upgraded experiences, you also increase the chances that customers will stay longer, explore more, or have a richer, more satisfying experience. In addition to revenue, this translates into brand equity and the likelihood they will share with friends and family.
Consider the value of offering an entire day’s worth of activities bundled into a single ticket or a premium VIP experience that includes exclusive access and perks: a family, for instance, might spend extra on dining and souvenirs or even join a special evening event. Not only does this keep them on-site longer, but it also creates a day they’ll remember—and want to repeat.
Tip: Highlight the unique benefits of each bundle and upgrade to encourage conversion. Whether it’s the convenience of an all-in-one experience or exclusive access to VIP areas, ensure your customers understand the value they’re getting.
Implementing multi-attraction ticketing and bundling experiences can help grow ticket sales and boost revenue, but it requires more than just offering a collection of experiences. It’s important to strategically design a customer journey that creates the most value, both for your business and for your visitors.
Think about how upgrades and additional experiences complement each other. What premium services or activities would enhance the primary ticket? Offering VIP options, upgrades to premium seating, or exclusive event access are key ways to increase both customer satisfaction and your revenue.
Identifying natural cross-sell and upsell opportunities helps you bundle and upgrade tickets in a way that feels valuable and convenient to your customers. For example, a sports venue might offer game tickets with a VIP behind-the-scenes tour, premium seating, or post-game dining. These bundles and upgrades don’t just encourage higher spending—they create a more compelling experience for visitors.
One of the key elements of a successful bundling strategy is the actual booking experience. Your bundling options need to be clear, visually attractive, and easy to understand. Real-time availability and dynamic pricing can help customers make informed decisions quickly, reducing hesitation and friction during the purchase process.
For mobile users, make sure your platform is optimized for smaller screens and touch navigation. Most customers, especially from younger generations are likely to book tickets on their phones, so the mobile experience should be just as seamless as on desktop.
Using customer data to personalize your offerings can dramatically improve your conversion rates. Track visitor behavior to understand their preferences and offer them targeted bundles based on previous interactions. For instance, if a visitor typically books VIP experiences, suggest a bundled package that includes premium seating, dining, and backstage access.
The more relevant your offer, the higher the likelihood that the customer will choose a bundled experience.
Everyone loves getting a deal. The same is true if they’re bundling multiple experiences. Offer exclusive discounts on bundles and upgrades—whether through limited-time promotions or seasonal packages—can encourage customers to spend more while helping them get more for their money without hurting your margins.
Seasonal or themed bundles (like holiday packages) can also be a great way to attract more visitors during specific times of the year, increasing both sales and customer satisfaction.
Experience bundling is a win-win for both businesses and customers. For businesses, it drives revenue growth by increasing average order values and ticket sales. The right implementation can also reduce purchase drop-offs while encouraging longer, more engaged visits. For customers, it creates a more comprehensive, valuable experience, making every visit feel more fulfilling and enjoyable.
Whether you run a stadium, park, museum, or exhibit, the opportunities for bundling are endless. By offering multi-attraction tickets and bundled experiences, you can unlock new revenue streams, drive customer growth, and ensure your visitors walk away with memories that last.
Marketers have a lot to juggle. From building campaigns to analyzing performance and finding new ways to reach audiences, time is always limited. Automating parts of your workflow frees your team to focus on higher-value strategic work instead of repetitive tasks. Marketing automation helps experience providers respond quickly to customer interactions during the small but critical window when customers are most likely to react.
TickX’s marketing automation tools are built specifically for experience providers. They support the unique communication moments surrounding events, including pre-show reminders and post-show follow-ups, and make automation simple for marketers by eliminating the need to build complex messaging flows themselves.
TickX’s marketing automation tools include adaptive cart abandonment, messaging triggers, pre-sale forms, and post-purchase surveys.
Adaptive cart abandonment allows you to recapture revenue that would otherwise be lost. Customers who abandoned checkout have already shown strong intent, they just need a reminder or small incentive to finish the purchase. By automating this process, you get a high-performing touchpoint with minimal setup or maintenance effort.
One TickX customer generated nearly one million dollars in revenue through adaptive cart abandonment alone, showing just how impactful this feature can be.
Use IQ to select target audiences and trigger messages based on purchase behavior, while leveraging best-in-class tools for email creation and delivery. This enables you to continue using the tools you know and love, while ensuring the right people receive the right message at the right time. Segmentation capabilities let you tailor messaging by event, ticket type, and even the add-ons selected. For example, a customer browsing midweek discounted tickets may respond to a greater discount, while someone exploring VIP upgrades may be more likely to convert with a seat-upgrade offer. Personalized messaging for each audience helps recapture high-intent customers and drive them to complete their purchase.
IQ includes a built-in web pixel that captures email addresses entered during checkout, even if the customer abandons before completing their purchase. Performance reporting for cart abandonment such as opens, clicks, and conversions, is also included so you can optimize results over time.
Behaviour-based outreach tends to outperform standard outreach because it reaches customers at the exact moment their intent is strongest. Automated triggers send communications based on customer actions such as buying tickets or completing an experience. These messages feel relevant and timely rather than intrusive. They arrive when the experience is already top of mind leading to higher engagement and conversions.
TickX’s automated triggers integrate with major email, SMS and CRM platforms like Mailchimp, Dotdigital, and Hubspot, enabling you to automate communications around key moments like ticket purchase and event attendance, with segmentation features for deeper personalization. Setup within IQ is intuitive and easy, so your team can launch automated messages in minutes without technical complexity.
Pre-sale forms and post-purchase surveys are two powerful ways to capture customer data and insights. Pre-sale forms help you measure demand before tickets go live, grow targeted mailing lists, and build momentum with the right audiences early. Post-purchase surveys help you understand what influenced the purchase, how the experience performed, and where you can improve messaging, targeting, and the overall customer experience.
Both approaches can drive strong engagement when timed well. One immersive experience partner using TickX saw a 90% response rate to an automated post-purchase survey, showing how effective these touchpoints can be when they are delivered while the experience is still top of mind.
TickX makes it easy to build pre-sale forms and post-purchase surveys. Create your form or survey within IQ, then connect it with your existing CRM for automated distribution. IQ also provides clear visibility into form and survey performance, conversions, and ROI, so you can attribute revenue directly to your pre-sale and post-purchase campaigns.
Purpose built marketing automation gives experience providers a smarter and more efficient way to drive conversions, and engage customers at the right moments. With tools designed specifically for the needs of experience providers, your team can work faster, market smarter and unlock measurable revenue growth.
Experience providers invest significant effort into bringing the right audience to their event pages. They identify their ideal market, craft compelling campaigns, choose the most effective channels, and guide engaged buyers directly into the booking journey. Once buyers arrive, their path needs to feel effortless and exciting. If the journey becomes confusing or difficult to navigate, even enthusiastic buyers can lose momentum.
A seamless experience builds confidence and empowers buyers to make decisions quickly. That’s why reducing friction isn’t just a nice-to-have improvement; it’s one of the most impactful conversion optimization strategies available.
TickX Flows is fully optimized to reduce friction creating a clear, streamlined path from discovery to checkout and helping clients achieve an average uplift in conversions of 12- 20%.
When buyers arrive on your site, the event calendar is their first touchpoint, but also the stage where we see the highest drop-off rate. Most visitors at this moment are still in “window-shopping” mode, checking potential dates, and coordinating with companions. Two key friction points often interrupt their momentum at this stage.
The first is a lack of urgency. When buyers aren’t aware of how quickly certain dates are selling, they feel no immediate need to choose a date, assuming they can return later. The second is the frustration of clicking through multiple dates only to find that none have availability, which can quickly derail their interest.
To keep buyers moving forward, TickX enhances the calendar experience with clear availability cues. A simple red–yellow–green system communicates availability instantly, while carefully tested wording provides a gentle sense of urgency. Buyers can immediately understand how quickly tickets are selling and make informed decisions in the moment rather than delaying. This eliminates unnecessary back-and-forth and guides users naturally into ticket selection.
For reserved-seating experiences, seat selection is a moment filled with anticipation. Buyers compare their options, and look for the perfect balance between view and value. Yet traditional 2D seat maps often lack the context buyers need to feel confident in their choice.
Buyers want to feel great about the seats they choose, knowing exactly what they’ll see and how it aligns with their expectations. When the booking experience generates that level of certainty, seat selection becomes exciting rather than overwhelming, and buyers have a natural desire to secure the seats they’ve fallen in love with.
TickX created View From Seat to transform this decision point into a powerful point of conversion. With an immersive 360° preview, buyers can explore the venue and clearly understand the view from each seat. This added context empowers them to compare options, recognize value, and confidently select the seat that best matches their expectations. It also strengthens the case for premium price points; when buyers can see exactly what they’re paying for, the value of higher-tier seats becomes unmistakably clear.
View From Seat has resulted in a 7.6% uplift in conversion for some customers already.
Checkout is the final step in the booking experience, and it should feel simple, fast, and reassuring. When buyers see a clear path to completion, they stay focused on the anticipation of attending, not the mechanics of the transaction. For experience providers, an efficient checkout is one of the most meaningful drivers of completed sales and customer satisfaction.
TickX enhances the checkout by minimizing required fields, enabling autofill, and supporting modern, one-tap payment methods like Apple Pay. This creates a fast and intuitive experience that carries excitement through to final confirmation. When checkout feels effortless, buyers are far more likely to complete their purchase in the moment rather than pausing the process or abandoning their cart altogether.
Experience providers invest heavily in attracting the right audience. Ensuring their path to purchase is smooth and intuitive allows that effort to pay off.
Reducing friction isn’t just an enhancement; it’s a must-have strategy for driving conversions and boosting revenue. Flows is built to support this journey end-to-end so producers can convert more attendees with ease.
Google Analytics 4 (GA4) has officially replaced Universal Analytics, equipping marketers with a robust tool to track sales and analyze the behavior of website visitors. While GA4 offers critical insights into the customer journey, it comes with limitations that can make it challenging to fully capture the marketing and sales funnel—especially when it comes to ticket sales for events, theaters, and attractions.
Ticketed events and attractions need a reliable tool to track revenue and gain a clear, end-to-end view of the marketing funnel. However, the complexity of GA4 means it often requires additional support for complete visibility into ticket sales.
GA4’s event-based tracking model allows businesses to monitor specific interactions—such as browsing behavior, user activity, and ticket purchases—across websites and mobile apps. This cross-device tracking can provide a holistic view of your customer’s journey, helping:
This level of insight is crucial for industries like theater, immersive experiences, and attractions, where every ticket sale counts. With real-time data at your disposal, GA4 enables more informed marketing decisions, helping you optimize campaigns and drive revenue growth.We recently discussed how data can help streamline marketing efforts and increase ticket sales in our article on Turning Data into Dollars.
While GA4 is a game-changer for tracking data, configuring it specifically for ticketed events presents a range of challenges. Here are some of the most common obstacles marketers face:
For many businesses in the event industry, ticket sales are processed through third-party platforms that handle essential aspects like inventory management and payment processing. These systems are integral to operations and offer valuable services including operational requirements. Replacing them just to improve marketing tracking isn’t feasible or necessary.However, when customers are redirected to external sites for ticket purchases, it complicates tracking the entire customer journey with GA4. The separation between domains often disrupts the seamless flow of data, which is critical for understanding the marketing funnel and optimizing campaigns.
Fortunately, there’s a way to resolve these issues without overhauling your ticketing system.
Imagine a ticket-buying experience where customers never leave your website. No redirects, no interruptions—just a smooth, branded purchase journey that stays under your control from start to finish. And the best part? You can achieve this without replacing the ticketing system or significantly altering your business processes.By embedding the entire purchase flow directly on your website, you maintain full visibility into the customer journey while delivering a faster, more engaging experience for your audience.
By embedding the entire ticket-buying experience on your website, you not only create a smoother, more branded journey for your customers but also gain the comprehensive data you need to drive conversions and optimize your marketing strategy—without the hassle of complex tracking systems.
While GA4 is a powerful tool for website analytics, its complexity and the challenges of tracking ticket purchases make it less than ideal for event-driven businesses that require seamless customer journeys. With TickX, there’s no need to replace your existing ticketing system or struggle with the complexity of GA4. Our integrated platform keeps customers on-site throughout the entire booking process, offering you full, uninterrupted visibility into the marketing funnel so that you get:
TickX provides all the tracking features you need—without the hassle. Whether you're managing theaters, immersive experiences, or attractions, TickX offers the tools to understand your sales funnel, optimize marketing, and effortlessly increase revenue.
While GA4 remains a valuable tool for tracking website traffic, it often falls short when it comes to the ease of use and efficiency required for ticket sales tracking. The complexity of setup, cross-domain challenges, and fragmented data can make it difficult to fully understand what's driving your revenue.With TickX, you don’t have to face those challenges. Get seamless tracking of the entire customer journey, offering actionable insights into every step of your sales funnel. From conversion trends to drop-off analysis and marketing channel performance, everything is available in a single, easy-to-use dashboard.Even better, TickX can run in parallel with GA4—use GA4 to analyze traffic and TickX to track revenue. Together, they offer a comprehensive, streamlined solution that puts data-driven decision-making directly at your fingertips.
