Tiqets, a startup out of Amsterdam that has built a platform for booking tickets for museums and other attractions, has raised $60 million in a Series C round led by the travel giant to expand its platform and wider business.
While the vast majority of that growth has come by way of people posting and booking accommodation in private homes, Airbnb’s interest in Tiqets underscores how the company is itself extending the revenue it can make per user by building out the longer tail of services it offers to its users beyond booking travel accommodation: current offerings include Experiences (in-city, one-day activities), Adventures (multi-day guided tours), and restaurant listings.
In the wider tourism and travel industry, museums and attractions revenues are estimated to be worth some $160 billion, with ticketing accounting for $60 billion of that.
The gap in the market that Tiqets is targeting is the shift we’ve seen in how and why people — both tourists but also those visiting museums and attractions in their own home towns — purchase tickets to go to these places.
Elzinga said it works with some 3,000 museum groups and attractions — with its customer list including some of the world’s most-visited institutions, such as the Louvre in Paris.
Tiqets’ plans for the investment will be to expand its coverage to more attractions, and to extend deeper into smaller towns beyond the big cities where it’s currently most active, specifically building out better self-service technology (not unlike Airbnb’s for hosts) to make it easier to onboard to its platform.