Distribution Partners: Broadway’s Global Reach
2/2/17
According to NYC & Company, there were 12.6 million international visitors to New York in 2016, and the Broadway League estimates that 2.3 million of those were Broadway buyers. That means that nearly one in five international visitors attended a Broadway show—an impressive figure considering all there is to do in the Big Apple.
Reaching one in five international visitors reflects how attractive Broadway is to the world at-large. Because they tend to stay here longer and spend more, these ticket buyers are a coveted segment that helps drive sales across all shows.
So how does Broadway reach the global market? If each show tried to market to the entire world (or even their perceived target countries), it would be too expensive and challenging to make work. This is where strategic distribution partnerships—along with press initiatives—help Broadway reach further and inspire travelers to book in advance.
Companies like Viator/TripAdvisor, Expedia, ATD Travel Services, and traditional travel businesses worldwide carry the message and the ticket inventory through direct communications with the various ticketing systems, via Broadway Inbound’s API technology.
The largest distributors, like the ones mentioned above, reach potential ticket buyers in markets around the world—often in the buyer’s own language and currency. This increases the likelihood that someone will consider Broadway as part of their NYC trip and book in advance, and it’s way more efficient than anything a show could do on its own.
Here’s an example of the global reach of one major distributor:
Reaching one in five international visitors reflects how attractive Broadway is to the world at-large. Because they tend to stay here longer and spend more, these ticket buyers are a coveted segment that helps drive sales across all shows.
So how does Broadway reach the global market? If each show tried to market to the entire world (or even their perceived target countries), it would be too expensive and challenging to make work. This is where strategic distribution partnerships—along with press initiatives—help Broadway reach further and inspire travelers to book in advance.
Companies like Viator/TripAdvisor, Expedia, ATD Travel Services, and traditional travel businesses worldwide carry the message and the ticket inventory through direct communications with the various ticketing systems, via Broadway Inbound’s API technology.
The largest distributors, like the ones mentioned above, reach potential ticket buyers in markets around the world—often in the buyer’s own language and currency. This increases the likelihood that someone will consider Broadway as part of their NYC trip and book in advance, and it’s way more efficient than anything a show could do on its own.
Here’s an example of the global reach of one major distributor:
Learn more about Broadway Inbound at www.broadwayinbound.com.
Originally published in Broadway Briefing.