Ticketmaster Australia is proud to officially introduce the launch of its Channel Partner Program with our first partners.
At Ticketmaster, we continue to look for new ways to innovate with our clients, to allow them to reach incremental audiences, to drive more ticket sales for their events.
Ticketmaster’s new Channel Partner Program will open doors for event organisers by enabling direct API integration with leading Online Travel Agents (OTAs) and other future distribution partners, starting with a landmark collaboration with Ctrip and the Australian Open.
This partnership allows Ctrip to sell Australian Open tickets directly to the Chinese market, featuring integrated Ticketmaster barcodes for seamless and secure event entry. For the Australian Open, this means they can now reach millions of fans in China, helping to attract international tourism to the event.
Ticketmaster integrates its ticketing Partner API with channel partners, enabling the seamless distribution of ticketing inventory through multiple leading Online Travel Agents (OTAs), expanding reach and enhancing accessibility for customers.
Key Benefits of the Channel Partner Program
- Leveraging OTA Marketing & Reach – Ticketmaster clients gain access to the marketing power and global reach of OTAs, enhancing event exposure and driving higher ticket sales through expanded promotional channels.
- Global Reach, Local Impact – Ticketmaster clients can now sell tickets in regions where they previously had no presence, tapping into international markets without the need for a physical footprint.
- Targeting Tourists Efficiently – This partnership allows event organisers to effectively target tourists from abroad, reducing the reliance on traditional paid channels and enhancing visibility within highly incremental audiences.
- Integrated Content and Seamless Experience – OTAs can feature and directly plug into Ticketmaster’s inventory and ticket delivery system, offering a streamlined and user-friendly process for fans, while it also simplifies event management for event operators.
By leveraging this program, event organisers will have the opportunity to reach untapped audiences and convert more fans. With a targeted approach to finding and converting international visitors, fans from outside Australia can easily purchase tickets to events in their travel destination. Additionally, it will enhance the entry experience for international visitors, resolving common challenges and alleviating pressure from support teams on event day.
For more information on Ticketmaster’s Channel Partner Program, please reach out to your Ticketmaster representative.
