Ventrata Pricing Guide: What to Know Before You Buy

Ventrata is an enterprise tour operator software that’s most popular with teams in the UK, as the brand is headquartered in London. Users like Ventrata for its sleek, modern interface, robust toolkit, and hands-on customer support.

However, Ventrata only works with businesses that process at least $1 million in annual revenue — so it’s not even an option for smaller or mid-sized teams. And its steep pricing definitely reinforces that enterprise focus.

If you’re considering Ventrata for your operations, you should fully understand the costs of what you’re signing up for. That’s why we put together this Ventrata pricing breakdown so you can get the full lay of the land.

Our guide covers:

• Ventrata pricing breakdown
• Ventrata product overview: features & reviews
• Ventrata vs. Bókun

Ventrata Pricing Breakdown

Ventrata structures its pricing around three tiers (based on your annual revenue), and all plans include access to its complete feature set. The key differentiator between plans is the level of support provided and the transaction fees charged on each booking.

You can use the revenue slider on Ventrata’s pricing page to see their recommended plan for your business size. Here’s how their pricing works:

Standard Plan: $575/month + 2% transaction fee

• Designed for businesses earning $1 million to $2 million annually
• Includes group training sessions
• Full access to all Ventrata features
• Standard customer support

Premium Plan: $2,300/month + 1% transaction fee

• For businesses earning $2.5 million to $8 million annually
• Includes group training sessions
• Enhanced support level
• Same feature access as other plans

Elite Plan: $5,750/month + 0.5% transaction fee

• For enterprises earning $8.5+ million annually
• Notably, this plan does NOT include group training sessions (despite being the highest-priced tier)
• Premium support
• Full feature access

Understanding Ventrata’s transaction fees

Ventrata’s transaction fees are paid directly to the company and processed through Ventrata Payments, which is powered by Adyen. For European businesses, Ventrata also integrates with Viva as an alternative payment processor.

These transaction fees apply to all bookings processed through the platform — even offline and in-person bookings — making them a significant ongoing cost consideration.

For a business processing $2 million in annual bookings on the Standard plan, transaction fees alone would total $40,000 per year, on top of the $6,900 annual subscription. Yikes!

Ventrata Product Overview

Ventrata is a major industry player, with 10 years of experience and a strong reputation among larger tourism businesses. It’s particularly popular with hop-on hop-off operators managing multiple routes and departure points, major attractions processing thousands of daily visitors, and cultural venues handling timed-entry ticketing with strict capacity controls.

The platform is built around providing “innovative ticketing solutions” and emphasises its ability to handle high-volume operations while maintaining flexibility for various business models.

Its toolkit powers all areas of business — selling online, managing bookings, scheduling staff, streamlining customer check-ins, and reporting on business performance — so you can oversee all day-to-day workflows in one system. Users especially appreciate Ventrata for its

robust point-of-sale systems and customer-facing technology, including:

• Handheld POS terminals with all-day battery life, integrated card processing, and ticket printing capabilities
• Desktop POS systems featuring thermal printers and cash register compatibility for traditional point-of-sale operations
• Self-service kiosks so customers can purchase tickets upon arrival, designed to reduce wait times and improve customer experiences
• Comprehensive fraud detection and ticket validation systems to ensure all tickets are genuine
• Extensive API connectivity to expand your distribution network and integrate with your tech stack

Users also like Ventrata for its tools to grow your customer base — the platform connects with 120+ resellers, so you can work with other travel industry businesses and sell experiences through major OTAs like Viator, GetYourGuide, Civitatis, Expedia, Google Things to do, and more. Not only can you manage your existing foot traffic, but you can also reach new customers from all around the world to drive ticket sales and scale your business even further.

All in all, Ventrata’s ticketing platform generally gets pretty good reviews. While it doesn’t have many reviews (only 18 that we can see on Capterra and 1 on G2), it’s rated an impressive 4.8 stars.

However, as noted above, pricing is steep. Ventrata works exclusively with enterprises, and even enterprise buyers may find this system overpriced, as many other tour operator software brands — like Bókun — offer the same features at a fraction of the cost. (We’ll break this down later.)

Notable Ventrata Features

• One-click website builder
• Online booking widgets (Web Checkout)
• Channel management & OTA connections
• Ticket POS
• Retail POS
• Self-service kiosks
• Payment processing via Adyen & Viva
• Inventory management
• Capacity management
• Regulation compliance
• Fraud detection
• Integrated digital waivers
• Back-office sales tools
• Automated invoicing
• Multilingual support (English, French, German, Italian, Spanish, Czech)
• Options to sell gift cards
• Real-time reporting dashboard with custom reporting
• Mobile app (for Android)

Reviews of Ventrata

Positive reviews of Ventrata say:

• The platform and features are pretty intuitive and user-friendly, with a clean and easy-to-navigate interface.
• The customer support team is responsive and hands-on, with dedicated success managers who provide personalised guidance and are quick to jump on issues.
• The API connectivity is a standout, allowing operators to seamlessly connect with OTAs and resellers while managing everything from a single dashboard.

“What I liked most about Ventrata is how it centralises all our sales — online, on-site, and through resellers — into one platform. It saves time and gives us clear visibility of our performance.”

• The platform handles high-volume operations without breaking a sweat; it remains stable even during peak periods, with thousands of daily bookings.
• Ventrata’s team is actively developing and improving the product, delivering regular updates and displaying a willingness to listen to feedback.

“We have not regretted switching to Ventrata for a moment. It’s been a reliable, future-forward platform backed by a team that genuinely listens and innovates. Each month, we discover new features within the system that continue to elevate our operations.”

• The reporting tools are super helpful. Ventrata provides a lot of out-of-the-box reports, including live visitor tracking and custom reporting tools. Operators get a lot of visibility into how their business is performing.

However, some negative reviews of Ventrata note:

• There’s a steep learning curve during onboarding — the platform has so much functionality that it can feel overwhelming at first, and it takes time to fully understand how everything works together.

“The initial onboarding was a bit overwhelming due to the number of features. It took time to understand how everything worked together.”

• Limited third-party integrations beyond their core partners, with some reports that the platform doesn’t connect with all the tools in a team’s existing tech stack.

• The support process can be confusing — users report being bounced between live chat and the ticketing system, unsure of which channel to use for different types of issues.

“The customer support/live chat option vs. submitting a ticket for an issue/bug is still confusing. I’ll often start a conversation with a chat agent who asks me to submit a ticket, and sometimes when I submit a ticket, I’ll be asked to reach out to the chat agents.”

• Feature requests can take a long time to be addressed, which can be frustrating when you have custom needs that aren’t met out of the box.

• The website builder lacks SEO basics like proper header tags, and the email templates are pretty limited.

• The pricing is expensive, especially when you factor in the transaction fees that apply to every single booking.

You can find more reviews of Ventrata’s booking system in the links below:

• Capterra: Ventrata Pricing, Alternatives & More
• G2: Ventrata Reviews

Read more: Best alternatives to Ventrata: comparison guide

Ventrata vs. Bókun

Ventrata is a strong platform for enterprises that need robust POS hardware, in-person ticketing, and the ability to handle thousands of daily visitors. But for the vast majority of tour and activity operators, it’s out of reach, overkill, and most of all, overpriced.

Bókun offers the same all-in-one functionality at a far more attainable price point, with a few key advantages that Ventrata can’t match:

• We work with businesses of all sizes. Ventrata requires at least $1 million in annual revenue just to get in the door. Bókun welcomes operators at every growth stage — from solo guides just getting started to large enterprises managing complex, multi-location operations. And we’re affordable for all businesses. Our START plan includes all Bókun features outlined below for only $49/month with 1.5% online booking fees (offline and in-person bookings are always free!).

• We offer unrivalled growth drivers. We’re a Tripadvisor brand and the #1 restech partner across major OTAs. Bókun connects with 70+ global OTAs and offers exclusive partnerships that Ventrata simply doesn’t have — including a Preferred Partnership with Viator (with 0% Bókun booking fees on Viator reservations) and premium integrations with GetYourGuide, Google Things to do, and Airbnb Experiences. We also offer the largest in-built reseller Marketplace in the industry — with thousands of travel partners — and affiliate support so you can expand partnerships beyond our Marketplace.

• We give you more flexibility with payments. While Ventrata locks you into Adyen or Viva, Bókun integrates with over a dozen payment processors — Stripe, PayPal, Apple Pay, Google Pay, Worldpay, Braintree, Klarna, and more — so you choose what works best for your business and offer options for customers worldwide.

Here’s what you get with Bókun:

Booking management tools

• Online booking widgets (compatible with all website builders) optimised to simplify the booking process and prevent abandoned carts
• One-click website builder with professional templates
• Booking management with a central calendar & real-time availability updates

Growth drivers

• Channel management & 70+ OTA connections
• The Bókun Marketplace with thousands of international travel partners
• Partner & contract management tools
• Referral Tracking to partner with affiliates

Product & resource management

• Product management with intuitive listing builders, dynamic pricing, upselling tools like add-ons, features to create combo packages, & Tripadvisor sync to feed reviews between platforms
• Resource management with real-time tracking & a variety of allocation rules to optimise utilisation

Customer management tools

• Customer self-service portals
• Check-in tools like mobile tickets & ticket scanning to streamline arrivals

Tools to automate back-office processes

• Native CRM to capture customer information, build an organised database, & fuel retargeting campaigns
• Automated communications with a gallery of email templates (for sending booking confirmations, mobile tickets, follow-ups, abandoned cart emails, & more)
• Business intelligence reporting to measure bookings and revenue over various categories
• Integrations with over a dozen online payment processing tools (Stripe, Apple Pay, Google Pay, PayPal, Worldpay, Braintree, Klarna, etc.)
• Mobile apps for iOS & Android
• The Bókun App Store, where you can add extra modules — digital waiver solutions, tip management tools, advanced reporting, SMS messaging, and more — to support our core features

Our comprehensive toolkit offers the same competitive advantages (if not more) than Ventrata, while costing significantly less — at every tier. As you’ll see in our cost analysis below, Bókun saves operators between $11,000 and $18,000+ annually compared to Ventrata, depending on business size.

Bókun Pricing Breakdown

Here’s how our pricing compares to Ventrata:

Real-World Cost Analysis

To really illustrate Bókun’s cost difference, let’s do a quick breakdown of costs for teams at different levels.

For a tour operator processing $1 million in annual bookings:

Bókun START Plan

• Monthly subscription: $49 × 12 = $588
• Booking fees: $1,000,000 × 1.5% = $15,000
• Total annual cost: $15,588

Ventrata Standard Plan

• Monthly subscription: $575 × 12 = $6,900
• Transaction fees: $1,000,000 × 2% = $20,000
• Total annual cost: $26,900

Our math shows a cost difference of over $11,000 annually, with Bókun providing 58% savings compared to Ventrata for businesses of this size.

Now let’s look at a larger business processing $5 million annually:

Bókun’s PLUS Plan

• Annual subscription: $149 x 12 = $1,788
• Booking fees: $5,000,000 × 1.25% = $62,500
• Total annual cost: $64,288

Ventrata Premium Plan

• Annual subscription: $2,300 x 12 = $27,600
• Transaction fees: $5,000,000 × 1% = $50,000
• Total annual cost: $77,600

That’s a savings of $13,312 when you choose Bókun vs. Ventrata.

Lastly, let’s compare Bókun’s PREMIUM plan to Ventrata’s Elite plan, for teams processing $9 million annually:

Bókun’s PREMIUM Plan

• Annual subscription: $499 × 12 = $5,988
• Booking fees: $9,000,000 × 1% = $90,000
• Total annual cost: $95,988

Ventrata’s Elite Plan

• Annual subscription: $5,750 × 12 = $69,000
• Transaction fees: $9,000,000 × 0.5% = $45,000
• Total annual cost: $114,000

At this level, Bókun saves you $18,012.

The savings continue to grow as your business scales. And it gets even better when you factor in Bókun’s additional perks of zero fees on Viator and offline bookings.

Even if you’re an enterprise with the budget to afford Ventrata, why spend so much more on a system that isn’t all that different from other tour operator software? You could argue that cost savings are even more significant for scaling businesses, as you get that much more to invest back in your growth strategies.

Ready to see how Bókun can transform your booking operations while helping you keep more of what you earn? Start your 14-day free trial today — no credit card required.

Related reads:

• Best tour operator software + buyer’s guide
• Tour & activity booking system pricing comparison guide
• Best channel managers for tour & activity providers