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International Ticketing Report 2021: The Recovery

IQ Magazine's one-off International Ticketing Report provides an indispensable annual health check on the global ticketing business

By Gordon Masson on 16 Dec 2021

The International Ticketing Report is a one-off annual health check on the global ticketing business, with emphasis on the sector’s response to the Covid-19 pandemic.

The past two years have been turbulent for the business, but with consumer demand for live events now at an all-time peak, the challenges of fulfilling the most packed event schedule in history will test ticketers to the hilt.

Staffing, vouchers schemes and refunds, demand, consumer behaviour, communication, new products & services, secondary ticketing, pandemic lessons and recovery are among the challengers addressed by industry-leading experts in this extended report.

The report, originally published in IQ105, is in lieu of the International Ticketing Yearbook – a standalone global guide to the live entertainment market that will return in 2022.

IQ will publish sections of the International Ticketing Report over the coming weeks but subscribers can read the entire feature in issue 105 of IQ Magazine now.

To read the previous instalment of the report on pandemic lessons, click here.

Weezevent CEO Pierre-Henri Deballon observes that the coronavirus pandemic helped separate the wheat from the chaff in terms of dependable ticketing partners.

“It’s important for a company to make money in its model so that it is solid, capable of facing crises like this one, but also so that it is capable of investing and supporting in the long-term, and not only in the short-term or only on the basis of fundraising,” says Deballon.

“We can see this with completely crazy fundraising schemes for models whose profitability I really doubt can be proven. It’s a real issue because unprofitable players are players who have a short-term vision, with all that this can imply on the organisers’ databases.”

As the live entertainment market aims for a rapid recovery, Fair Ticket Solutions’ founder & CEO Alan Gelfand advocates paying attention to consumer choice when developing ticketing technology.

“The key element for ticketing companies is to find ways to identify people for health and security reasons without additional friction. Blockchain, digital/mobile, and NFTs only identify the transaction, not the actual identity of an attendee, which is where they all fall short.

“If the ticketing companies can tie an actual verified identity to the ticket, it could open up a new acceptance of biometrics”

“If the ticketing companies can tie an actual verified identity to the ticket, it could open up an entire new acceptance of biometrics and launch future new fan experiences based around biometrics, which have been talked about for years but not accomplished to date,” adds Gelfand.

“We are extremely positive about the prospects for the future,” says Event Genius & Festicket CEO Benjamin Leaver. “The coming months and years offer incredible opportunities to deliver the best-ever customer experiences in live entertainment.

“Promoters and customers expect nothing less than a seamless, delightful, digital-first experience. Our sole focus is to deliver this for our partners so that they can continue to put on extraordinary live entertainment across the world.”

Martin Haigh and Total Ticketing are also looking to forge closer relationships with promoter and event organiser partners to aid their prospects. “Our future roadmap is to a large part projected by the clients we service,” notes Haigh.

“Our development queue has never been longer, as such ticketing is only going to become more and more integrated into our clients’ infrastructure. We are continuing to invest heavily into allowing our clients to manage their inventory more elegantly, reach ever more consumers through our network and to maximise their revenue from each ticket sold.”

“Sustainability in all sectors will become more of a default setting, including the events industry”

But The Ticket Factory‘s Richard Howle concludes that companies must, first and foremost, listen to the needs of the fans. “One of the notable things that has changed in recent months has been customer sentiment – everyone seems angrier and more impatient,” he says.

“As an industry we need to do more to put audiences first, ensuring we are doing the right thing by them. We have a lot of building back to do and we need to bring fans with us, making sure we are open and fair to them. Over the past 18 months [fans] have found other things to do with their leisure time and money and, yes, whilst there is pent-up demand, we shouldn’t take it for granted.”

TicketPlan’s Ben Bray agrees. “Many fans will want the reassurance that the environments they attend are safe and secure and, given the heightened understanding of risk that now exists, they will continue to purchase TicketPlan on a wide range of bookings with generally, higher attachment rates,” he surmises.

“Sustainability in all sectors will become more of a default setting, including the events industry, and whilst the impact of the pandemic has inevitably and necessarily meant that our sector has focused on its survival, sustainability will become a crucial part of the planning and design of events.”

Paul Newman says the strategy of AXS will be to “continue to support our clients, making their customers feel happy and safe to return to the live events market.”

He concludes, “Demand is very strong, but with a flooded market of events, people will be making choices to see artists that mean the most to them. The key is getting the right events in front of the right customers, at the right time; and we are committed to working with our partner venues and promoters to do exactly that.”


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