Ventrata

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.

Name

Ventrata

Legal name

Ventrata Limited

Website

https://ventrata.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 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

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

• Ticketing platform software
• Booking management system
• Tour operator software
• Attractions ticketing
• OTA connectivity platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion4 records

Distribution channels7 records

Marketing channels7 records

Core 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

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability4 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Satisfi LabscoreTechnology or Integration · 14 July 2026Ventrata 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).
• ViatorcoreChannel Partner/ Reseller/ DistributorViator 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.
• GetYourGuidecoreChannel Partner/ Reseller/ DistributorGetYourGuide is listed as a major OTA reseller connection, enabling operators to distribute tickets through GetYourGuide's global platform.
• ExpediacoreChannel Partner/ Reseller/ DistributorExpedia 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.
• TiqetscoreChannel Partner/ Reseller/ DistributorTiqets is listed as an OTA reseller connection, part of the consumer-facing marketplace segment in the activities booking space.
• HeadoutminorChannel Partner/ Reseller/ DistributorHeadout is listed as an OTA reseller connection in Ventrata's connectivity ecosystem.
• KlookcoreChannel Partner/ Reseller/ DistributorKlook is listed as an OTA reseller connection, part of Ventrata's 120+ reseller connections.
• Google Things to DocoreChannel Partner/ Reseller/ DistributorGoogle Things to Do is listed as an 'Other Connection' enabling operators' tickets to be discovered and booked through Google's travel ecosystem.
• FareHarborcoreChannel Partner/ Reseller/ DistributorFareHarbor is listed as an operator connection, enabling operators to integrate and distribute through FareHarbor's platform.
• PeekProminorChannel Partner/ Reseller/ DistributorPeekPro is listed as an operator connection enabling booking management integration.
• MerlincoreChannel Partner/ Reseller/ DistributorMerlin Entertainments is listed as an operator connection, enabling large-scale attraction operators to integrate their ticketing with Ventrata.
• VivaticketminorChannel Partner/ Reseller/ DistributorVivaticket is listed as an operator connection for ticketing system integration.
• AdyencoreTechnology or IntegrationVentrata 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)coreTechnology or IntegrationVentrata 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

Direct 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

• Xx.com/Ventrata_com

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ventrata