Booking Holdings Inc. announced a partnership with viagogo, the world’s leading secondary ticketing marketplace, on December 3, 2025. The deal lets viagogo customers add hotels, flights, rental cars, attractions and other travel services through Booking.com, turning a single event purchase into a complete travel experience.
viagogo operates in 200 countries and manages an inventory of roughly 300 million tickets. By integrating its platform with Booking.com, the partnership gives Booking access to a high‑intent audience that is already planning a trip to attend a live event, while viagogo gains a trusted travel partner that can help convert ticket buyers into full‑stack travelers.
The collaboration is a key component of Booking’s Connected Trip strategy, which seeks to convert ticket buyers into full‑stack travelers by integrating travel services across its brands. The partnership also positions Booking to capture a growing gig‑tripping market, where fans travel specifically to attend concerts, sports and cultural events. Analysts view the move as a strategic expansion into a high‑margin, high‑intent segment that can drive incremental merchant bookings and reinforce Booking’s shift from a pure agency model to a merchant‑centric commerce platform.
Cintia O. Tavella Gomez, Director of Partnerships at Booking.com, said, “From accommodations to attractions, Booking.com’s breadth of travel services will complement viagogo’s marketplace and create a more connected and convenient journey for fans.” Shaun Stewart, VP of Direct Issuance at viagogo, added, “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.”
The partnership is expected to generate cross‑sell opportunities and incremental merchant revenue, reinforcing Booking’s broader strategy to grow its merchant‑centric commerce platform. By tapping into viagogo’s extensive reach and inventory, Booking can capture a new customer segment that is highly likely to book travel services, thereby expanding its revenue base and strengthening its competitive position in the integrated travel and ticketing space.
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