LONDON (BUSINESS WIRE) – viagogo, the leading global secondary ticketing marketplace, today announced a strategic partnership with Booking.com, one of the world’s largest travel platforms, to streamline the end‑to‑end experience for concert‑goers and sports fans. The integration allows customers who buy tickets on viagogo to simultaneously book hotels, flights, rental cars, attractions and other travel services through Booking.com, converting a single event ticket into a full‑service trip itinerary.
From Tickets to Takeoff: Gig‑Tripping Made Seamless with viagogo and Booking.com
The collaboration responds to a rising consumer demand for “gig‑tripping,” the practice of traveling specifically to attend live events. viagogo’s 2025 data highlights three key trends:
- The top three destinations for UK fans traveling abroad are Madrid, Amsterdam and Rome.
- Travel among UK fans to international events grew 27 % year‑over‑year.
- International buyers heading to UK events increased 41 % year‑over‑year.
Shaun Stewart, vice president of direct issuance at viagogo, said the partnership “makes it easier than ever for fans to go from buying a ticket to planning their entire trip — all in one place they already trust.”
From a technology standpoint, the integration leverages Booking.com’s API ecosystem to surface personalized travel suggestions directly within the viagogo checkout flow. Real‑time inventory checks, dynamic pricing and machine‑learning driven recommendation engines ensure that users receive relevant options based on the event location, date and budget. The combined data set also creates cross‑sell opportunities, allowing viagogo to capture ancillary revenue from travel bookings while Booking.com gains exposure to a high‑intent audience.
Key benefits of the partnership include:
- Seamless search and reservation of accommodations within a 10‑kilometer radius of the venue.
- Integrated flight and car‑rental booking for out‑of‑town attendees.
- Curated listings of local attractions, tours and experiences that can be added to the itinerary with a single click.
Cintia O. Tavella Gomez, director of partnerships at Booking.com, noted that the breadth of the travel platform complements viagogo’s marketplace, creating a more connected and convenient journey for fans.
The rollout began on viagogo’s website and mobile app in the United Kingdom, with plans to expand to additional markets later in 2025. The collaboration positions both companies to capture a larger share of the lucrative “experience economy,” where consumers increasingly allocate discretionary spending to live events and travel.
Industry analysts see the partnership as a defensive move against rivals such as StubHub and Ticketmaster, which have also pursued integrated travel solutions. By embedding travel services directly into the ticket‑buying path, viagogo aims to increase average order value, improve customer retention, and reduce churn.
Notes to editors
About viagogo
viagogo operates the world’s largest secondary marketplace for live‑event tickets, serving customers in more than 200 countries and territories across 33 languages and 48 currencies. Annually, the platform lists over 300 million tickets covering sports, music, comedy, festivals and theatre.
About Booking.com
Booking.com is a subsidiary of Booking Holdings Inc. (NASDAQ: BKNG). The company’s mission is to make it easier for everyone to experience the world by removing friction from travel through technology, connecting millions of travelers with accommodations and experiences every day.
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