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Case Study

How Ents24 built a new revenue stream in under an hour with Stay22’s Nova

Goals

  • Extra revenue without getting in the way of tickets sales

Results

  • Stay22 revenue reached 10x compared to maps
  • Added an accommodation revenue line
  • Core ticket sales weren't affected

“Fans have to travel to these events, so helping them find somewhere to stay makes sense. Stay22 gives us a way to do that while bringing in extra revenue, without getting in the way of ticket sales.”

Tim Gillions
Director at Ents24

Mapping a Better Journey

Ents24.com

The Background

Ents24 is the UK’s biggest live entertainment guide, helping fans find music, comedy, theatre, and festivals across the country.

 

An event ticket gets people into the show, but they still need somewhere to stay. Ents24 wanted to help with that next step, without letting accommodation get in the way of ticket sales.

 

Before Nova, Ents24 had added Stay22 Maps to its event pages. Fans were using it to book accommodation around the events they found, proving the demand was there.

 

That result gave Ents24 a reason to explore more of Stay22’s products.

 

 

People have to travel to get to those events. Helping them sort out where to stay is part of the live experience for us

Tim Gillions
Director, Ents24

Stay22’s Nova turned proof into scale

Ents24 added Nova to surface accommodation options for an event destination through booking platforms such as Booking.com and Expedia. The experience happened off-page, keeping accommodation booking separate from the event ticket flow.

 

Setup was easy. All done by one developer in less than an hour. With clear documentation, the Ents24 developers implemented Nova with minimal effort.



"Whenever my developers work on something from Stay22, it's quick, it's easy, it's well documented. It just works."

Tim Gillions
Director at Ents24

The results

Nova helped Ents24 earn more from the audience it already had.


  • Stay22 revenue reached 10x compared to maps 

 

The revenue from Nova did not come at the expense of what Ents24 is passionate about. The team saw no impact to event discovery or ticket purchasing. Nova gave Ents24 another way to earn from the same audience without changing the experience fans came for.

What's next

Maps proved fans would book. Nova gave Ents24 a way to build on that intent.

 

Ents24 has since added Allez links alongside Nova, capturing more of the travel intent already on its platform.

"People have to travel to get to these events. Helping them sort out where to stay is part of the live experience for us."

Tim Gillions
Director at Ents24

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