Ventrata
Ventrata is a cloud-based, multi-channel ticketing platform serving tour operators, attractions, and cultural venues, connecting 119 clients managing 339 operations across 50 countries to 120+ OTA resellers via OCTO open API standards with subscription, transaction-fee, and hardware revenue model.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Ventrata does
Ventrata Limited is a private UK-incorporated company headquartered in Prague, Czechia, that operates a cloud-based, multi-channel ticketing and booking management platform for tour operators, attractions, and cultural venues. The platform is built around OCTO (Open Connectivity for Tourism) open API standards (Ventrata is a founding member) and combines an online web checkout, handheld Terminal POS, desktop POS, self-service kiosk, dashboards, and a connectivity layer that links operators to 120+ OTA reseller connections (including Viator, GetYourGuide, Expedia, Tiqets, Klook, Headout, Civitatis, and Google Things to Do) and 30+ operator connections (including FareHarbor, PeekPro, Merlin, and Vivaticket). The platform is offered with three tiers (Standard at $575/month, Premium at $2,300/month, Elite at $5,750/month) that scale with operator annual revenue, with each tier charging a sliding transaction fee of 2%, 1%, or 0.5% respectively on bookings; an additional revenue stream comes from hardware sales and the Ventrata Payments gateway powered by Adyen.
Ventrata serves roughly 119 clients running 339 operations across 50 countries, processing 37 million tickets annually, with named enterprise customers including Big Bus Tours, Historic Tours of America, Twin America/Sightseeing Pass, Tower Bridge, 360 Chicago, and Golden Tours. The platform is sold primarily through a sales-led motion with on-site demos and a contact sales form, supplemented by a self-serve Web Checkout widget for direct online sales and a channel partner ecosystem centred on OTAs. In 2026, the company extended its product surface through a partnership with Satisfi Labs to launch a conversational AI ticketing agent integrated via OCTO, and has expanded into the museums, cultural, and heritage vertical with FedRAMP Moderate, ISO 27001, and SOC 2 Type 2 certifications on Google Cloud. Operations are split between Prague (operational headquarters), Brno (engineering, product, and QA), and Chicago (Americas sales and customer success), with a 51-100 person headcount (111 listed on the team page). Total disclosed funding to date is approximately $1.08M from a single investor (Avonmore Developments) across two rounds in 2016 and 2018, indicating an operationally funded growth profile.
Ventrata firmographics
Firmographics- Name
- Ventrata
- Legal name
- Ventrata Limited
- Website
- https://ventrata.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Ventrata is a cloud-based, multi-channel ticketing platform serving tour operators, attractions, and cultural venues, connecting 119 clients managing 339 operations across 50 countries to 120+ OTA resellers via OCTO open API standards with subscription, transaction-fee, and hardware revenue model.
- Ownership category
- akta.pro rank
Ventrata industry classification
Industry- Product category
- Ticketing & Booking Platform Software
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Virtual & Hybrid Event Registration & Streaming Access Platforms (THAHAFAM)
Keywords
Where Ventrata is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Ventrata business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Platform Subscription: Annual subscription model with three tiers (Standard, Premium, Elite) based on annual revenue thresholds. Plans include unlimited products/tours, management dashboard, cloud hosting, POS, web checkout, kiosk, OTA connections, automated invoicing, custom reporting, and unlimited users.
- Transaction Fees: Each plan tier charges a percentage transaction fee on bookings processed: Standard 2%, Premium 1%, Elite 0.5%. This creates a usage-based revenue stream tied to operator ticket volume.
- Hardware Sales: Sale of dedicated hardware solutions including Terminal (handheld POS), desktop POS, and self-service kiosk with scanners, printers, and payment capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard - $575/month (2% transaction fee) - for operators up to ~$3.5M annual revenue |
| Subscription | Annual | Premium - $2,300/month (1% transaction fee) - for operators up to $16M+ annual revenue |
| Subscription | Annual | Elite - $5,750/month (0.5% transaction fee) - for large-scale enterprise operators |
Go-to-market motion4 records
Distribution channels7 records
Marketing channels7 records
Ventrata product offering
Product offeringCore offering
Ventrata operates a unified, cloud-based multi-channel ticketing and booking management platform for tour operators, attractions, sightseeing companies, museums, and cultural heritage venues. The platform combines online checkout, handheld and desktop POS hardware, self-service kiosks, real-time analytics, OTA connectivity (120+ reseller and 30+ operator integrations), dynamic pricing, and payment processing into a single SaaS solution offered on tiered subscription plans with transaction fees.
Product overview
Ventrata is a unified booking and ticketing platform for tour operators, attractions, and cultural venues. The platform consists of multiple integrated products including Ventrata Web Checkout (online sales), Terminal (handheld POS), Desktop POS, Self-service Kiosk, Dashboard (reporting and management), Connectivity (API/OTA integrations), Memberships (membership management), and Donations (donation processing). The platform offers tiered pricing plans (Standard, Premium, Elite) and integrates with 120+ reseller connections (OTAs), 30+ operator connections, and various payment gateways including Ventrata Payments powered by Adyen. A notable partnership-enabled product is the Satisfi Labs AI Ticketing Agent for conversational commerce.
Differentiator
Problem solved
Functional benefit
Products and services
- Ventrata Web Checkout
Quantifiable outcome
- AI ticketing agent pilot at One World Observatory achieved 2.5x weekly in-chat revenue growth
- +1 more outcomes
Companies that use Ventrata
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
Ventrata technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability4 records
Feature8 records
Ventrata partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Satisfi LabscoreVentrata partnered with Satisfi Labs to launch an AI ticketing agent for tourism that guides visitors from ticket discovery through checkout within a single chat conversation. The solution integrates with Ventrata's ticketing infrastructure using OCTO open API standards, enabling live inventory availability and pricing. Early pilots showed strong results at City Sightseeing New Orleans (1,800+ ticket interactions) and One World Observatory (2.5x weekly revenue growth).
- ViatorcoreViator is a major OTA reseller connection listed on Ventrata's connectivity page, allowing operators to distribute tickets through Viator's global marketplace of tours and activities.
- GetYourGuidecoreGetYourGuide is listed as a major OTA reseller connection, enabling operators to distribute tickets through GetYourGuide's global platform.
- ExpediacoreExpedia is listed as a key OTA reseller connection. Expedia's Rapid Activities product is noted as remaining in early access preview with general availability targeted for 2027.
- TiqetscoreTiqets is listed as an OTA reseller connection, part of the consumer-facing marketplace segment in the activities booking space.
- HeadoutminorHeadout is listed as an OTA reseller connection in Ventrata's connectivity ecosystem.
- KlookcoreKlook is listed as an OTA reseller connection, part of Ventrata's 120+ reseller connections.
- Google Things to DocoreGoogle Things to Do is listed as an 'Other Connection' enabling operators' tickets to be discovered and booked through Google's travel ecosystem.
- FareHarborcoreFareHarbor is listed as an operator connection, enabling operators to integrate and distribute through FareHarbor's platform.
- PeekProminorPeekPro is listed as an operator connection enabling booking management integration.
- MerlincoreMerlin Entertainments is listed as an operator connection, enabling large-scale attraction operators to integrate their ticketing with Ventrata.
- VivaticketminorVivaticket is listed as an operator connection for ticketing system integration.
- AdyencoreVentrata Payments powered by Adyen is offered as a payment gateway option across all plan tiers, enabling secure payment processing for ticket transactions.
- OCTO (Open Connectivity for Tourism)coreVentrata is a founding member of OCTO (Open Connectivity for Tourism), an open API standards initiative designed to streamline and simplify connectivity in the travel experiences sector. Ventrata's APIs follow OCTO standards.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Ventrata competitors and assessment
Company assessmentDirect peers
- Rezdy: Rezdy is a direct competitor offering booking and distribution software for tour operators and experience providers. Targets the same vertical with channel management, OTAs (Viator, GetYourGuide) integration, and POS/kiosk hardware, competing head-to-head on mid-market account wins.
- TrekkSoft (now Regiondo): TrekkSoft merged into Regiondo to form a leading European tour and activity booking software provider. Direct competitor on SaaS booking management, channel management, and POS hardware for the European operator base where Ventrata also has strong positioning (HQ Prague/London).
- FareHarbor (Booking Holdings): FareHarbor is a direct competitor offering booking management software for tour and activity operators, with similar multi-channel distribution and POS integrations. It was acquired by Booking Holdings in 2024 for ~$1.4B, giving it vastly more capital than Ventrata. Listed as a Ventrata operator connection, underscoring how the two systems interoperate while competing for the same operators.
- Bookeo: Bookeo offers online booking and scheduling software with versions for tours, attractions, and activities. Competes for the SMB and lower-mid-market segment with comparable web checkout, payment processing, and scheduling features.
- Vivaticket: Vivaticket provides ticketing and access control software for attractions, museums, theaters, and venues across Europe. Listed as a Ventrata operator connection, it is comparable in vertical focus (cultural attractions, museums) and competes for enterprise accounts like Tower Bridge-style venues.
- Bokun (TripX): Bokun is a direct competitor acquired by Tripadvisor/TripX, providing booking software and a marketplace for tours and attractions. Competes directly on SaaS booking platform, channel management, and integration breadth within the same operator segment.
- PeekPro (Revel Technology): Peek (PeekPro) is a direct competitor providing booking and commerce software for tours, attractions, and experiences, including its consumer marketplace Peek.com. Listed as a Ventrata operator connection and targets the same mid-market and SMB operator base with similar POS, web checkout, and OTA distribution features.
Broad incumbents
- Viator (Tripadvisor): Viator is the world's largest tours-and-activities marketplace, owned by Tripadvisor, and is a core Ventrata reseller connection. It is comparable as a channel/distribution partner but also a competitor for the operator marketing budget and increasingly the supplier software stack.
- Tiqets: Tiqets is a major attractions ticketing marketplace and also a Ventrata OTA reseller connection. While primarily a B2C marketplace rather than a SaaS vendor, it competes for the same attractions operator wallet and could vertically integrate supplier software if it chose to.
- CTS Eventim (Eventim): Eventim is a major European live entertainment and attractions ticketing incumbent with both B2C distribution and B2B software (Eventim InFront). Comparable as an enterprise ticketing platform with deep integrations into attractions and cultural venues, competing for the same large operator accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ventrata social profiles
Digital presenceVentrata compliance and trust
Trust signalCompliance3 records
Ventrata financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ventrata leadership team
Management profileNumber of profiles
Profiles10 records
Ventrata funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ventrata M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ventrata
What does Ventrata do?
Ventrata operates a unified, cloud-based multi-channel ticketing and booking management platform for tour operators, attractions, sightseeing companies, museums, and cultural heritage venues. The platform combines online checkout, handheld and desktop POS hardware, self-service kiosks, real-time analytics, OTA connectivity (120+ reseller and 30+ operator integrations), dynamic pricing, and payment processing into a single SaaS solution offered on tiered subscription plans with transaction fees.
Is Ventrata a public or private company?
Ventrata is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ventrata founded?
Ventrata was founded in 2016. It employs 51 to 100 people.
Where is Ventrata based?
Ventrata is headquartered in London, United Kingdom, in the Europe region.
How does Ventrata make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are transaction Fees and hardware Sales.
Who are Ventrata's main competitors?
Direct peers on record are Rezdy, TrekkSoft (now Regiondo), FareHarbor (Booking Holdings), Bookeo, Vivaticket, Bokun (TripX) and PeekPro (Revel Technology). Broad incumbents are Viator (Tripadvisor), Tiqets and CTS Eventim (Eventim).
Does Ventrata have an API?
Yes. Ventrata offers API connectivity enabling management of availability, pricing, and tickets across all distribution channels. The APIs follow OCTO (Open Connectivity for Tourism) open standards designed for the travel experiences sector. The platform provides connectivity to 120+ reseller connections (OTAs) and 30+ operator connections. Developer documentation is at docs.ventrata.com.
What industry is Ventrata in?
Ventrata's product category is Ticketing & Booking Platform Software. Its primary akta.pro industry code is THAHAFAM, Virtual & Hybrid Event Registration & Streaming Access Platforms. Its SIC code is 7900.