What do visitors expect from an online ticket shop today?

A day out increasingly starts online. Whether it is a museum visit, an afternoon at the swimming pool or a day at a theme park, visitors want to know what to expect in advance. How much does a ticket cost? Is there still availability? And how easy is it to book?

According to figures from Statistics Netherlands (CBS), 43% of people in the Netherlands aged 12 and over bought tickets for cultural or sporting activities online in 2025. For many consumers, buying tickets online has become a familiar way to book.

But offering an online ticket shop is one thing. Making sure visitors can buy their tickets comfortably and without problems is just as important. So what should a good ticket shop offer today?

1. Clarity from the very beginning

No one wants to discover at checkout that a ticket costs more than expected. Visitors want to know in advance what they will pay, which tickets are available and what their visit includes.

Take a family planning a museum visit, for example. Are there different prices for adults and children? Does a time slot need to be booked in advance? And are there any additional charges?

Presenting this information clearly from the start prevents unnecessary questions and surprises during booking.

2. Buying tickets should be easy on a smartphone too

A visitor who wants to order a ticket while on the move gains little from a ticket shop that only works well on a large computer screen.

It should be just as easy to select a date, change the number of tickets and complete a payment on a smartphone.

This calls for well-organised pages, easy-to-read information and buttons that are simple to use.

A mobile-friendly ticket shop is therefore about more than screen size: above all, it is about ease of use.

3. A short, straightforward checkout process

A visitor has selected their tickets and wants to pay. Yet first they have to create an account, fill in several forms and navigate through multiple screens.

At precisely this point, a complicated purchase process can cause frustration.

Research by the Baymard Institute into online shops shows that problems during checkout can lead consumers to abandon their purchase. Requiring customers to create an account is one of the obstacles studied.

Although this research is not specifically about attractions, the lesson also applies to ticket shops: do not make booking more complicated than necessary.

Only ask for information that is actually needed and make it easy for visitors to see where they are in the ordering process.

4. Paying in a familiar way

After selecting tickets comes an important moment: payment.

Visitors want to pay using a method they know and trust. Which methods are most suitable depends in part on the target audience.

For Dutch visitors, iDEAL (WERO) is a familiar option. International visitors may need other payment options.

A ticket shop that accommodates different payment preferences makes it easier for a wider range of visitors to complete a purchase.

Clear confirmation of a successful payment is just as important. It lets visitors know straight away that their booking is complete.

5. A smooth experience, even after the purchase

The visitor experience does not end when payment is complete. In fact, buying online marks the beginning of the actual visit.

After ordering, visitors want to find their tickets easily. A clear confirmation email with the correct date, number of tickets and any entry conditions helps with this.

Ease of use also matters at the entrance. Digital tickets that can be scanned easily from a smartphone can help make the entry process more straightforward.

For venues that use time slots, it is also important that visitors know when they are expected.

A good connection between online ticket sales and access control helps both visitors and staff start the day on a positive note.

A great visitor experience starts before the entrance

For museums, theme parks and swimming pools, an online ticket shop is more than just a sales channel. It is often one of the first points of contact between visitors and the organisation.

A clear offering, an accessible ordering process and easy entry all contribute to a pleasant visitor experience.

With Booqi, leisure venues can manage their online and offline ticket sales, bookings and access control from a single platform. This helps the different parts of the visit fit together more smoothly.