Hotelbeds aims to increase sales of US theatre productions, shows and musicals through a deal with wholesaler Broadway Inbound.
The partnership will add 46 new theatre options to the bedbank’s transfer and activity bank (TAB) portfolio.
Agents connected to the Hotelbeds Group platform will be able to book tickets with real-time availability using an automated system that allows the purchase of last-minute tickets.
The development boosts the offering of shows particularly in New York, Las Vegas and Chicago.
It comes amid plan by Hotelbeds to triple sales in its TAB business.
The division’s managing director Javier Arévalo said: “This is great news for everyone – whether they be an online travel agency, tour operator, a traditional travel agency located on the high street, or an airline using our platform – connected to the Hotelbeds Group platform as they can now cross-sell a whole new and highly popular offering to their travellers.
“The integration with Broadway offers a wide variety of different shows that will be updated throughout the year, including products for all target audiences – musical lovers, children or simply adults looking for a fun night out – and every ticket has an allocated seat plus offers the chance to skip the queue.
“As this partnership progresses further, there will be the chance to extend the product offering to other ticket options besides Broadway and New York’s performing arts scene, including tickets for sports.”
Broadway Inbound vice president Bob Hofmann added said about the partnership: “We look forward to building a successful, long lasting partnership with Hotelbeds Group, and are pleased that our respective innovative solutions allow for seamless integration and a mutually beneficial relationship.
“A trip to New York City isn’t complete without seeing a Broadway show, and Broadway Inbound is the ideal partner to provide exceptional service to Hotelbeds clients around the globe.”