VIP/Hospitality event packages: Using online reviews to improve the ticket purchase journey map

An enhanced online purchase journey map for VIP (Very Important Person)/hospitality packages is proposed where customisation is advocated to improve customer purchase experiences and mitigate frustrations. Marketing premium experiences with higher prices vs face-value tickets increases consumer expectations which may result in reputational consequences for organisations via reviews. Exploratory mixed methods were initiated by a qualitative analysis of online reviews of two hospitality event ticketing companies. The most common themes established were customer service, expectations, booking/payment process, pricing and value for money. Online survey findings (n=312) of sports and entertainment consumers established the main ticketing frustrations as additional fees, online queuing and time to complete the order. The first managerial implication is that event organisations could adopt the methodology of linking online review analysis with journey mapping and enhance with consumer focus groups regarding proposed changes. Secondly, organisational internal ownership measures within the journey map could be implemented.