Among the many top executives joining TheTicketingBusiness Forum in Manchester next month will be Willem Jan Brabers, who is a board member for the MOYA Museum in Oosterhout, the Netherlands, as well as the owner and director of Ticketsplus.
Brabers has an extensive history within ticketing, leisure, travel and tourism. We spoke to him about the current challenges facing the arts and culture sector in relation to ticketing, as well as the most interesting trends…
TheTicketingBusiness: What are the key current challenges and opportunities in ticketing, relating to arts and culture?
Willem Jan Brabers: “Challenges include how to collect data from all the visitors – not only consumer data but also business to business. Other areas include better segmentation and different propositions for each target group, the implementation of a smooth customer journey and using different distribution channels.”
TTB: What are the most interesting trends you are witnessing?
WJB: “Visitors are currently mainly interested in ‘big names’ and have many distractions. Unfortunate trends include lower budgets available for culture and there are fewer tourists. Other trends include higher costs, such as energy prices and that ‘reputation is slowly won and quickly lost’. We’ve also seen interest in NFT [non-fungible tokens] and digital art.”
TTB: What are your plans over the coming year for the museum, and what are you looking forward to exploring more at the Forum?
WJB: “Our plan is to use different business models depending on the target group, and plan to become more of a platform instead of just a location. At the Forum, I would love to know and learn from examples where culture meets business by giving free access and to collect data.”