Secondary ticketing marketplace viagogo has partnered with travel platform Booking.com to make event-going more seamless.
How it works:
Once fans purchase tickets on viagogo, they’ll be offered tailored travel options by Booking.com to search and book places to stay near event venues, add flights and car rentals, and discover and reserve local attractions, tours and activities.
The partnership is designed to build on the growing phenomenon of “gig-tripping,” by which fans travel specifically to attend concerts, games and cultural events.
As per viagogo, 27% more UK fans traveled to international events in 2025 than in 2024.
Rollout:
The integration has rolled out across viagogo’s website and app in the UK, with additional markets to follow.
What they said:
Shaun Stewart, VP of Direct Issuance at viagogo: “Live events are driving global travel, and viagogo is leading that movement. With Booking.com, we are making it easier than ever for fans to go from buying a ticket to planning their entire trip – all in one place they already trust. Whether it’s a big game, a sold-out concert, or a must-see West End show, our customers can now extend the experience beyond the ticket.”
Secondary ticketing marketplace viagogo has partnered with travel platform Booking.com to make event-going more seamless.
How it works:
Once fans purchase tickets on viagogo, they’ll be offered tailored travel options by Booking.com to search and book places to stay near event venues, add flights and car rentals, and discover and reserve local attractions, tours and activities.
The partnership is designed to build on the growing phenomenon of “gig-tripping,” by which fans travel specifically to attend concerts, games and cultural events.
As per viagogo, 27% more UK fans traveled to international events in 2025 than in 2024.
Rollout:
The integration has rolled out across viagogo’s website and app in the UK, with additional markets to follow.
What they said:
Shaun Stewart, VP of Direct Issuance at viagogo: “Live events are driving global travel, and viagogo is leading that movement. With Booking.com, we are making it easier than ever for fans to go from buying a ticket to planning their entire trip – all in one place they already trust. Whether it’s a big game, a sold-out concert, or a must-see West End show, our customers can now extend the experience beyond the ticket.”
Secondary ticketing marketplace viagogo has partnered with travel platform Booking.com to make event-going more seamless.
How it works:
Once fans purchase tickets on viagogo, they’ll be offered tailored travel options by Booking.com to search and book places to stay near event venues, add flights and car rentals, and discover and reserve local attractions, tours and activities.
The partnership is designed to build on the growing phenomenon of “gig-tripping,” by which fans travel specifically to attend concerts, games and cultural events.
As per viagogo, 27% more UK fans traveled to international events in 2025 than in 2024.
Rollout:
The integration has rolled out across viagogo’s website and app in the UK, with additional markets to follow.
What they said:
Shaun Stewart, VP of Direct Issuance at viagogo: “Live events are driving global travel, and viagogo is leading that movement. With Booking.com, we are making it easier than ever for fans to go from buying a ticket to planning their entire trip – all in one place they already trust. Whether it’s a big game, a sold-out concert, or a must-see West End show, our customers can now extend the experience beyond the ticket.”
Viagogo
Booking.com
Shaun Stewart
West End
Experience Economy Integration
Cross-Sector Industry Collaboration
Live Entertainment Market Trends
B2B Music Service Integration
Streaming and Live Music Integration
Bundling Live Events And Travel
Ticketing
Brand Partnerships
Music Tourism
Gig Tripping
United Kingdom
London, GB
👋 Disclosures & Transparency Block
This story was written with information from viagogo’s press release.
We covered it because it’s news of a collaboration in the event-travel space.
📨 Subscribe to NIF
Get news dropped in your inbox 👇
📨 Subscribe to NIF
Get news dropped in your inbox 👇
Related Articles
Live
Jan 19, 2026
1 min read
Construction Begins on Long Beach Amphitheater
The venue will be run by Legends, formerly ASM Global
Live
Jan 19, 2026
1 min read
A New Sphere is Opening in the Washington D.C. Metro Area
This is the second Sphere to open following the debut of the concept in Las Vegas
Live
Jan 16, 2026
1 min read
Bruno Mars Shatters Live Nation’s Single-Day Ticket Sales Record
Adds 30 extra dates to ‘The Romantic Tour’
Construction Begins on Long Beach Amphitheater
The venue will be run by Legends, formerly ASM Global
Rod Yates
Live
Jan 19, 2026
A New Sphere is Opening in the Washington D.C. Metro Area
This is the second Sphere to open following the debut of the concept in Las Vegas
Harry Levin
Live
Jan 19, 2026
Bruno Mars Shatters Live Nation’s Single-Day Ticket Sales Record
Adds 30 extra dates to ‘The Romantic Tour’
Rod Yates
Live
Jan 16, 2026
SXSW Sydney to Cease Operations
After three years, the festival will not proceed in 2026
Rod Yates
Live
Jan 14, 2026
BTS Announce 2026-2027 Tour Dates
Alongside an upcoming album, BTS will cover 34 regions for a total of 79 shows worldwide
Sunny Malhotra
Live
Jan 13, 2026
Bruno Mars Announces Stadium Tour to Support Upcoming Album
The tour and album will both be his first in nearly a decade
Harry Levin
Live
Jan 8, 2026
