Channel manager – Sell additional ticket quotas through OTAs like “GetYourGuide,” “TripAdvisor,” and many more!

 

What It’s About

 

 

Discover the new integration of the TICKETINO system with the channel manager “Experience Bank”. You can activate it in the organizer cockpit under “Apps.” In this blog post, you’ll learn whether your events are eligible and how to proceed to use the integration if applicable. Since we examine the process from multiple angles, some repetition in the text may occur—we appreciate your understanding.

 

What is a channel manager and what are online travel agencies (OTAs)?

A channel manager is software that helps synchronize availability and pricing across multiple booking platforms. You may already be familiar with this functionality if you’ve ever booked accommodation through Booking.com, Expedia.ch, or Airbnb.ch, where the same apartment was offered on several platforms simultaneously.

 

In our case, it works similarly. Ticket categories are created in the TICKETINO system and can be sold directly through the regular channels. Additionally, ticket quotas can be transferred to “Experience Bank” (the connected channel manager), which then distributes them across various platforms (online travel agencies, or OTAs) such as “GetYourGuide”.

 

Once a ticket is sold through any channel, synchronization occurs across all platforms, meaning the ticket quota is automatically reduced on all platforms.

Hotelfriend.com provides a useful article and a clear animation illustrating these processes. While the example uses hotel rooms, the underlying logic is essentially the same.

Here’s the article and here’s the animation.

 

How does data exchange work and how are funds processed?

As an organizer, you create your event in the TICKETINO cockpit and release the tickets for sale. The TICKETINO system serves as the primary system, where ticket codes are generated and customer data is stored. Regular sales through the TICKETINO online shop or integrations like the shop plugin proceed as usual. The ticket buyer pays TICKETINO, and you receive the funds collectively after the event. This process remains unchanged even if you activate the channel manager.

 

If you want to sell tickets simultaneously via multiple OTAs (e.g., “GetYourGuide” & “TripAdvisor”), you can manage this through the channel manager. The channel manager distributes ticket quotas to the selected platforms. For example, if a ticket is sold on “GetYourGuide,” the channel manager takes a ticket from the primary system (TICKETINO) and delivers it to “GetYourGuide.” In return, customer data from “GetYourGuide” is transmitted and stored in the primary system. Once the ticket is sold, synchronization occurs across all platforms. The ticket is then unavailable on “GetYourGuide,” TICKETINO, or “TripAdvisor.” Ticket revenue is paid directly to you (the ticket provider) by the respective OTA, minus the OTA fee.

Tickets sold through OTAs are therefore generated in the primary system (TICKETINO). Even if they look slightly different, they can be scanned normally. Customer data is fully available in the TICKETINO cockpit and can be viewed in a consolidated manner.

 

 

Which types of tickets or offerings benefit from channel managers and OTAs?

The main advantage of using a channel manager is the reach that OTAs provide. Since platforms like “GetYourGuide” earn a commission on each sale, they are typically motivated to promote your tickets. Listing on the platforms is just part of the story; they also actively advertise your events.

 

For example: You book a trip to Tenerife via “Booking.com,” and shortly before departure, you receive a newsletter with local activities, including the Siam Park waterpark, which you can then book on “GetYourGuide.”

As you can see, OTAs are interconnected, cross-linking and promoting each other’s offerings while sharing the relatively high commission. They also run search engine advertising for the events listed on their platforms.

This can help you reach new target audiences and, consequently, sell significantly more tickets.

 

The main drawback of channel manager functionality is the high commissions charged by OTAs. Important: These are negotiated individually between the ticket provider (you, the organizer) and each OTA (e.g., “GetYourGuide”). Terms depend on ticket price and other factors, with 25% or higher commissions being typical.

 

Which tickets make sense for OTA distribution?

A look at “GetYourGuide” provides initial guidance. Ideally, many of the following criteria should be met:

• Regular offering: Best suited for ongoing operations (e.g., amusement parks, thermal baths, museums) or activities ideally offered daily (city tours, hot air balloon rides, boat tours, etc.).

• Sufficient capacity: The ticket supply should exceed current demand. An escape room that is usually fully booked is not suitable, whereas a museum that can easily accommodate 30% more guests is.

• Low variable costs per ticket or high margins: An additional guest should incur little or no extra cost while generating significant additional revenue (or at least covering costs).

• Attractive for tourists (or other untapped target groups): OTAs should help you reach new audiences. The goal is to generate additional sales, not merely shift existing sales to OTAs. The worst-case scenario is that platforms like “GetYourGuide” cannibalize your existing sales, so you sell the same number of tickets but, after OTA commissions, only retain about 70% of the revenue.

Here are a few examples for illustration:

 

If you’re considering using the channel manager functionality, ask yourself the following questions:

• Is my offering regular (ongoing operation), or can I provide it on short notice if booked (e.g., a city tour)?

• Do I have enough tickets available, or am I underutilized?

• Can I reach new target audiences through OTAs, or will listing and advertising on platforms like “GetYourGuide” simply shift existing sales, resulting in similar volume but significantly lower revenue?

• Does an additional booking incur low costs, or is my margin large enough that giving up 30% of the revenue still makes it profitable?

If you answered “No” to the last question, keep in mind that you can still distribute only limited quotas through OTAs to generate reach. Strategically, it may make sense to accept a certain loss on sold tickets and treat it as a marketing expense.

 

How to proceed if you want to use channel managers and OTAs

If you want to sell tickets via TICKETINO / Experience Bank / OTA network, you first need to establish an individual agreement with one or more OTAs. Important: Not every OTA is suitable for every offering. For example, if you run a rope park, “GetYourGuide” might be a good fit, whereas a cruise provider would more likely work with “Expedia.”

It is also worth noting that an OTA can refuse to sell your tickets if they deem the offering unsuitable or the potential too small. The following platforms are currently supported by “Experience Bank” (please check individually whether your preferred platform can be connected):

 

 

 

Once you have signed an agreement with an OTA, you can activate the integration in your cockpit under “Apps.” It’s best to then contact TICKETINO support (email: info@ticketino.com ), and a project manager will guide you through the next steps.

 

What does using the channel manager cost and how is it billed?

The pricing for using the channel manager is somewhat complex, as three service providers are involved:

• TICKETINO: Within the primary platform, no money flows when a ticket is sold via an OTA. The sold ticket is therefore charged like a free ticket (0.85 CHF/EUR under standard conditions). This amount is offset against the event revenue from regular sales.

• Experience Bank: The channel manager charges 4% of the transaction volume. This amount is transferred from TICKETINO to Experience Bank and similarly offset against event revenue from regular sales.

• Online Travel Agencies (OTAs): Conditions depend on the individual agreements between the organizer (you) and the OTA (e.g., “GetYourGuide”). As mentioned earlier, OTA commissions of 25% or more are to be expected.

In total, costs can easily amount to one-third of the ticket price. For this reason, it may be wise to offer only a limited quota on these platforms to benefit from OTA advertising without significantly cannibalizing direct sales.

 

The TICKETINO team wishes you increased sales through the use of the channel manager and selected online travel agencies (OTAs)!