Checked bag? Priority boarding? Concert tickets??
Passengers traveling with Allegiant will soon have the option to bundle concert tickets with their flight bookings, thanks to a new multi-year partnership with Live Nation and Ticketmaster.
Coming out of the pandemic, demand for live entertainment and demand for leisure travel have never been higher. People are ready to enjoy the live events they’ve been missing out on, and this partnership will bring them an incredible array of previously unavailable options.
– Scott DeAngelo, Allegiant’s executive vice president and chief marketing officer
As fans discover live events and purchase tickets across the Live Nation and Ticketmaster platforms, they will gain access to turnkey travel packages – including nonstop flights – when planning to attend concerts and festivals across the country.
The partnership works the other direction as well. As customers book travel, they will be offered exclusive experiences and events at their destination, national sweepstakes opportunities, and more. At least that’s the eventual plan.
The two companies describe that process as coming “down the road” rather than immediately. They expect it will evolve to full integration and offer customers a “one click” option to purchase a flight and concert tickets on Allegiant.com.
“Travel and events go hand in hand and this partnership will make it even easier to plan those experiences together,” said Jeff Shaw, senior vice president, Live Nation. “We see a tremendous amount of opportunity as 85 percent of fans agree traveling for a live music event makes the experience even more memorable.”
A loyalty angle
It is no secret that Allegiant’s marketing model makes heavy use of ancillary product sales. In that context adding the concert option seems an easy winner. But the partnership could factor into the carrier’s plans more deeply than that.
The carrier planes a loyalty program relaunch next month. Part of that will include redemption for non-travel items. This will – eventually – include event tickets and other curated live experiences.
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