What makes fans choose VIP? New Ticketmaster research gives us a closer look at what VIP buyers and interested fans across the UK, Spain and Germany value, how they discover packages and what ultimately helps them make the decision to purchase.
The opportunity is clear: 64% of fans agree they would attend more events if they knew a VIP offering was available.
64%
of fans agree they would attend more events if a vIP offering was available
1. Start With the Artist, Then Make the Package Count
The artist is the biggest draw. 80% of fans say the performer is important, with 47% saying the performer matters more than the VIP offering itself. Once fans are interested, specific package benefits can help influence the purchase decision, with premium seating and Meet & Greet tied as the top benefits at 25% each.
What That Means for You: Start with fans already interested in the artist, then give them a clear reason to go VIP. Build packages around benefits fans can easily understand and value, from premium views and artist access to unique experiences.
80%
say the performer is important when purchasing VIP
47%
Say the performer matters more than the VIP offering itself.
2. Make VIP Feel Like an Experience
VIP buyers are willing to make more of the event. 69% have travelled to a concert with a VIP offering that required an overnight stay. Fans are also likely to share the experience, with 60% attending concerts with friends and 47% with a partner. And 52% say they would buy VIP for an exclusive experience.
What That Means for You: Show fans what makes the full VIP experience special, not just what is included in the package. Highlight exclusivity, artist connection and shared experiences alongside tangible benefits that can make VIP worth the upgrade. You can even extend the experience beyond the event by including benefits like hotel accommodations as part of the package.
52%
would purchase VIP for an exclusive experience
3. Get VIP in Front of Fans Early
VIP is a considered purchase. 39% of VIP buyers already knew they were going to purchase VIP, while another 54% were considering it based on price or features. Many also make that decision early, with 28% purchasing during presale and 45% purchasing on the first day of public onsale.
Where fans discover VIP is important too. Ticketing companies are the leading source of VIP discovery at 51%, followed by social media at 48% and web search at 40%.
What That Means for You: Make VIP part of the event marketing plan from the start. Introduce packages ahead of onsale and make them easy to discover across artist, event and ticketing touchpoints while fans are considering their options.
54%
consider VIP based on price or features
28%
purchase during the presale
48%
discover VIP offerings through social media
4. Make the Value Easy to See
Clear package information can help fans understand what they are getting before they make the decision to purchase. 77% of VIP buyers say it is easy to find information about VIP before purchasing, while 84% say it was extremely or very clear what was included in their VIP offering after purchasing.
What That Means for You: Make the value clear from the start. Clearly explain what each package includes, lead with the benefits that matter most and keep information consistent across touchpoints so fans can easily understand the experience they are choosing.
5. One VIP Strategy Doesn’t Fit Every Market
What fans value most can vary by market. Premium seating is the top individual VIP benefit in the UK at 28% and Spain at 26%, while Meet & Greet ranks first in Germany at 28%.
How fans discover VIP differs too. In Spain, social media reaches 54% of fans and web search 47%. In Germany, official channels play a bigger role, including ticketing companies at 61%, promoters at 43% and email at 26%.
What That Means for You: Use Ticketmaster fan insights to help you create a strategy around how VIP packages are built and promoted. From the benefits included to the channels used to reach fans, adapting the approach to each market can help make packages more relevant to the fans most likely to consider them.
Ready to Think VIP?
Start with what fans value, make the experience easy to understand, introduce VIP early and use local insights to inform the approach. With 64% of fans saying they would attend more events if they knew a VIP offering was available, there is an opportunity to give fans more ways to experience the artists and events they already want to see.
