The West End is the biggest entertainment category in London. Over 17.1 million people attended a West End show in 2024, generating more than £1 billion in ticket revenue. That is 2.5 million more attendees than the Premier League. And nearly one in four international visitors to London attend a West End performance.

For every £1 spent on a theatre ticket, another £1.40 flows into the local economy: hotels, restaurants, shops, and transport. The West End does not just sell tickets. It drives an entire ecosystem of visitor spending.

If you run a hotel, travel company, or destination business in London, your customers are already buying West End tickets. The question is whether they are buying them through you.

The Problem: Your Customers Book Elsewhere

Right now, most hotels and travel companies have no way to sell West End tickets directly to their customers. Guests ask the concierge for recommendations, then open their phone and book on a third-party platform. Travel companies link to external booking sites and earn a small affiliate commission, if anything at all.

The hotel earns nothing. The travel company earns pennies. The customer leaves your ecosystem to complete the booking on a site they have never heard of. You lose the revenue, you lose the data, and you lose the brand touchpoint.

Traditional B2B theatre ticketing solutions have not solved this problem well. Most require API integrations, developer resources, or complex concierge platforms that take weeks or months to implement. Many charge setup fees or require minimum booking volumes. None of them let you offer a fully branded experience in under five minutes.

The Solution: tickadoo | CONNECT

tickadoo | CONNECT is a B2B booking solution that gives hotels, travel companies, and destination partners access to West End tickets and over 50,000 experiences across 700+ cities worldwide, all under their own brand.

There are two ways to go live:

Option 1: Embeddable Booking Widget

Add an interactive experience map to your website with a single line of embed code. Your visitors browse and book West End shows, attractions, tours, and experiences without ever leaving your site. The widget uses your brand colours and integrates with any website, CMS, or custom HTML.

This is ideal for travel companies, destination websites, and hotel groups who want the booking experience embedded directly into their existing pages.

Option 2: White-Labelled Booking Page

Get a fully branded landing page hosted by tickadoo, customised with your logo and brand colours. The page features an interactive map and curated experience listings tailored to your location. Share the URL on your website, in pre-arrival emails, on social media, or print a QR code for your hotel lobby, guest rooms, or venue.

This is ideal for hotels, hostels, and serviced apartments who want a turnkey solution with zero code.

Both options give your customers access to the same inventory: every major West End show, London attractions, walking tours, river cruises, immersive experiences, and more. All with real-time availability and competitive pricing.

How the Revenue Model Works

Partners earn a 50% profit share on every completed booking made through their widget or branded page. There are no setup fees, no monthly charges, and no minimum booking volumes.

Payouts are processed monthly via Stripe, automatically. You can track every booking, every commission, and every payout in real time from your partner dashboard.

For context, most traditional theatre affiliate programmes offer 4-8% commission. tickadoo | CONNECT offers a 50% share of the actual profit. That is a fundamentally different model that rewards the partners who drive the traffic.

White-Label Means Your Brand, Not Ours

One of the biggest barriers to B2B ticketing partnerships has always been brand control. Hotels and travel companies do not want to send their customers to a third-party website with unfamiliar branding. It breaks trust and it breaks the customer journey.

With tickadoo | CONNECT, the entire booking experience is white-labelled. Your customers see your logo, your brand colours, and a booking flow that feels like a service you built for them. The co-branded checkout reinforces your brand throughout the purchase journey.

This matters because your customers already trust you. They chose your hotel. They booked with your travel company. A branded booking experience under your name converts better than a third-party link every time.

50+ Languages for International Visitors

London is one of the most international cities in the world. Your guests and customers come from everywhere, and they want to browse and book in their own language.

tickadoo | CONNECT supports over 50 languages out of the box. A Japanese tourist scanning a QR code in your hotel lobby sees the booking page in Japanese. A Spanish visitor browsing your travel website sees listings in Spanish. No translation work required from your side.

This is a significant competitive advantage over traditional B2B theatre ticketing solutions, which are typically English-only.

Who Is This For?

Hotels and Hostels

Offer your guests a branded experience booking page. Display a QR code at the front desk, in guest rooms, or in pre-arrival emails. Earn revenue from bookings your guests are already making, under your brand, in their language.

Travel Companies and Tour Operators

Embed the booking widget on your website to give customers direct access to West End shows and London experiences. Earn a 50% profit share instead of a standard affiliate commission. No API integration needed.

Destination Marketing Organisations

Launch a branded booking page for your city or region. Monetise your website traffic with curated experience listings. Cover West End shows for London-focused campaigns, or expand to 700+ cities globally.

Serviced Apartments and Aparthotels

Your guests have the most "what should we do?" intent and no concierge to ask. A branded booking page or QR code gives them instant access to curated experiences and earns you revenue with zero operational overhead.

Travel Blogs and Content Publishers

Replace thin affiliate links with a branded booking page that earns a 50% profit share. Your audience, your brand, your revenue.

Setup in 5 Minutes, No Developers Needed

Sign up at connect.tickadoo.com, upload your logo, choose your brand colours, and your branded page or widget is generated instantly. The whole process takes under five minutes.

For the embeddable widget, you get a single line of code to paste into your website. For the hosted booking page, you get a unique URL ready to share immediately. Both options include a downloadable QR code.

There are no contracts, no minimum commitments, and no monthly fees. You can deactivate at any time.

What Makes This Different from Traditional Theatre Affiliate Programmes?

Traditional theatre affiliate programmes and B2B ticketing solutions typically offer:

Low commission rates (4-8% of ticket price), redirect customers to a third-party website with no brand control, require API integrations or technical setup, take weeks or months to implement, and are limited to a single supplier's inventory.

tickadoo | CONNECT offers:

A 50% profit share (not a percentage of the ticket price, but half of the actual margin), a fully white-labelled booking experience under your brand, one line of code or a hosted page with zero technical setup, live in under 5 minutes, access to 50,000+ experiences across 700+ cities from multiple suppliers, support for 50+ languages, and automated monthly payouts via Stripe.

West End Shows Available Through tickadoo | CONNECT

Partners get access to the full range of West End shows, including current hits like Paddington The Musical, The Devil Wears Prada, The Lion King, and Wicked, plus attractions, tours, and experiences across London and beyond.

Inventory is sourced from multiple trusted suppliers with real-time availability, so your customers always see what is actually bookable.

Get Started Today

tickadoo | CONNECT is free to set up and can be live on your website or in your hotel lobby today.

Create your branded booking page now

For questions or a personalised walkthrough, contact the partnerships team at partners@tickadoo.com.

Frequently Asked Questions

How do I get B2B access to West End tickets?

Sign up for tickadoo | CONNECT at connect.tickadoo.com. You will get instant access to all West End shows and 50,000+ experiences via a white-label widget or branded booking page. No API integration or developer resources required.

What is the best white-label theatre ticket widget?

tickadoo | CONNECT offers a fully white-labelled booking widget that embeds on any website with one line of code. It displays your brand colours, supports 50+ languages, and gives you a 50% profit share on every booking.

Can hotels sell West End tickets to their guests?

Yes. With tickadoo | CONNECT, hotels can offer guests a branded experience booking page with West End shows, attractions, and tours. Display a QR code in your lobby or embed the widget on your hotel website. The hotel earns a 50% profit share on every completed booking.

How does tickadoo | CONNECT compare to theatre affiliate programmes?

Traditional theatre affiliate programmes offer 4-8% commission and redirect customers to a third-party site. tickadoo | CONNECT offers a 50% profit share with a fully white-labelled experience under your brand, plus 50+ language support and 50,000+ experiences across 700+ cities. Setup takes 5 minutes with no technical skills needed.

Is there an API for West End theatre tickets?

tickadoo | CONNECT does not require an API integration. You can go live with a single embed code or a hosted booking page in under 5 minutes. For partners who need deeper technical integration in the future, contact partners@tickadoo.com.