Electronic Ticketing for Attractions: A Complete Guide for Venue Operators

Picture this: it’s a busy Saturday morning at your venue, and there’s already a line out the door. Staff are juggling paper tickets, guests are frustrated with long wait times, and the front desk is overwhelmed. Sound familiar?

Now imagine a different scene—where guests arrive with tickets already on their phones, check in within seconds, and head straight into the fun. 

Electronic ticketing (also called e-ticketing) can help streamline your operations, boost guest satisfaction, and increase revenue. And for busy attractions that handle hundreds—or even thousands—of guests a day, it can be the key to delivering a smooth, stress-free experience. In this guide, we’ll walk you through how electronic ticketing works, why it matters for attractions, and what to look for in a system that fits your business. 

What is electronic ticketing?

Electronic ticketing is the process of selling and managing tickets digitally. Instead of printing a physical ticket, your guests receive a digital version—usually by email or mobile app—which they can scan on arrival.

For attraction venues, this can include:

• General admission tickets
• Time-slotted bookings (e.g., jump sessions, rides, or shows)
• Group bookings or birthday party packages
• Membership access
• Add-ons and bundles like food packages or photo experiences

Because the entire process is handled online, e-ticketing reduces manual work, speeds up check-in times, and gives you valuable guest data that paper tickets can’t provide.

How electronic ticketing works in attractions

So, how does the e-ticketing process actually work? Here’s a simple step-by-step breakdown:

1. Guests purchase tickets online: Guests visit your website or mobile app, choose a date, select their ticket type, and complete their purchase.
2. They receive a digital ticket: After checkout, they’re sent a confirmation email or SMS with a QR code or barcode.
3. Tickets are scanned at entry: Tickets are scanned by staff, or guests can check themselves in using self-service kiosks. 
4. Data is tracked automatically: All guest activity is logged in your venue management system for future marketing and reporting.

With platforms like ROLLER, this process is even more streamlined. Our online ticketing is fully integrated with your POS, membership tools, analytics dashboards, and CRM, so you can easily manage everything in one place.

7 reasons why attraction venues need electronic ticketing

Still wondering if it’s worth switching from paper tickets? Here are 7 reasons why e-ticketing is a must for modern attractions:

1. Faster check-ins and reduced wait times

Long lines are one of the biggest pain points for guests. With digital tickets, check-in is as simple as scanning a QR code—meaning more time enjoying the experience and less time standing in queues. At high-volume venues like Arthurs Seat Eagle, electronic ticketing has helped staff check in thousands of guests a day without compromising on guest experience.

2. Bookings are happening after hours

According to ROLLER’s 2025 Attractions Industry Benchmark Report, more than 43% of online bookings occur after 5pm. If your ticketing system only works during business hours, you’re likely missing out on a big chunk of sales. With electronic ticketing, your checkout is open 24/7, so guests can book whenever it’s convenient for them.

3. Higher order values mean more revenue

When guests buy their tickets online, they tend to spend more. In fact, online ticket orders are a whopping 3x higher in value than in-venue POS transactions. Why? It all comes down to upsells.

Upsells are optional extras guests can add to their booking—like snacks, drink packages, merch, and VIP upgrades. In-person, these are easy to forget or skip in the rush to check in. But with electronic ticketing, upsells are built right into the online checkout. That means guests are shown these extras at the perfect time, with a simple click to add them to their order. By making upsells more visible and easier to purchase, venues can boost the size of each order and increase their overall revenue without adding extra pressure on staff.

Read more: How to Maximize Revenue with Smart Upselling

4. Easier membership revenue

Members visit venues 261.5% more often than non-members. With electronic ticketing, you can easily promote and manage membership programs, encouraging loyalty and creating a steady revenue stream.

5. Eliminate fraud and lost tickets

Paper tickets can be easily damaged, misplaced, or duplicated. With electronic ticketing, every ticket is unique and traceable, which minimizes fraud and makes it easier for guests to access their booking on any device.

6. Better guest data collection for marketing

Digital ticketing captures valuable guest information like email addresses, preferences, and visit history. This allows you to personalize promotions, target repeat visitors, and boost return rates through tailored campaigns.

Read more: Unlocking the Power of Analytics: How to Leverage Data for Marketing

7. Seamless integration with other tools and platforms

When your e-ticketing system is connected with your POS and CRM, your operations become smarter and more efficient. From tracking sales in real time to automating marketing campaigns, everything works together to reduce manual admin and unlock growth opportunities.

What to look for when choosing an electronic ticketing system

Not all e-ticketing platforms are created equal. To get the most value, look for a solution that goes beyond just selling tickets.

Here are some key features to look for:

• A mobile-friendly interface: Mobile devices now account for 83.3% of all online bookings. That means guests are browsing, booking, and paying from their phones more than any other device. If your booking process isn’t optimized for mobile, you’re adding friction and increasing drop-off. A modern e-ticketing solution ensures a smooth, fast, mobile experience from start to finish.
• Timed ticketing: Venues with limited capacity—like trampoline parks, museums, or escape rooms—often run sessions at set times. With timed ticketing, guests can book specific time slots, helping you manage crowd flow and reduce congestion.
• Group and party bookings: Group booking functionality is crucial for venues that host parties or corporate events, making it easy for guests to reserve space for multiple people in one simple transaction.
• Upsell and add-on capabilities: Increase average order value by offering extras like food, socks, or photo packages. Look for a system that lets you automatically offer relevant extras during the online booking process. These options should be presented in a way that’s easy for guests to see and add to their purchase with just a click. 
• Automated confirmations and reminders: Reduce no-shows and last-minute questions by sending automated confirmation emails and reminders. A good e-ticketing platform will let you customize these messages to include booking details, directions, waiver links, or even upsell offers. This saves your team time on follow-up and helps guests feel prepared and excited before they arrive.
• Self-service booking management: When plans change, guests appreciate the ability to manage their own bookings without having to call or email your team. Look for systems that offer online guest accounts, where visitors can reschedule tickets, add more guests, or update personal info on their own. This self-serve functionality lightens the load for staff and gives guests more flexibility.
• Waiver integration: If your venue requires waivers, integrating them into the ticketing process is a must. Instead of asking guests to sign when they arrive (which creates delays and lines), your system should prompt them to complete their digital waivers online at the time of booking. This speeds up check-ins, reduces admin work for staff, and ensures all required documents are submitted in advance.

All-in-one platforms like ROLLER deliver all of the above—and more—in a single, easy-to-use system. Instead of juggling multiple software tools, you’ll have one centralized platform that supports the full guest journey.

Case studies: real success stories

Wondering how electronic ticketing performs in the real world? Here are three venues that increased revenue and streamlined operations with ROLLER’s online booking platform. 

SkyWheel

SkyWheel is a prominent landmark and family entertainment center with locations in Myrtle Beach, South Carolina, and Panama City Beach, Florida. When SkyWheel opened its Panama City Beach location in 2018, it transitioned to ROLLER as its primary ticketing platform. ROLLER provided the flexibility to manage complex, time-based products, streamline the user experience, and track key performance metrics.

By switching to ROLLER, Skywheel: 

• Increased online sales by 50% 
• Boosted average order value through photo package add-ons
• Improved operational efficiency with automated reminders and guest feedback surveys

Arthurs Seat Eagle

Arthurs Seat Eagle is a high-volume gondola lift attraction located in Victoria, Australia, drawing up to 2,500 visitors daily. Before ROLLER, the team at Arthurs Seat Eagle faced a number of challenges typical of busy attractions: long wait times, manual transactions, and a complex range of ticket types. 

With ROLLER’s electronic ticketing system, Arthurs Seat Eagle:

• Reduced wait times at entry points thanks to a faster, more efficient ticketing process.
• Improved the guest experience with a clean, intuitive online checkout that made it easy for visitors to pre-book tickets.
• Increased online ticket sales, as guests found the website and booking flow easy to use and accessible on mobile.

ROLLER’s online checkout also freed up staff from administrative tasks, allowing them to focus on engaging with guests and delivering memorable experiences. The result? A smoother operation, happier visitors, and a noticeable increase in ticketing efficiency.

Since purchasing tickets is a very fast experience with us, it gives staff a chance to get personal with the guests and form a relationship. Which makes the guests and staff happier.

Michelle Raki

Marketing Manager, Arthurs Seat Eagle

Battle House Laser Tag

Battle House is a growing chain of tactical laser tag venues in the U.S., offering a video game-inspired experience with immersive, real-world missions. With six locations and a diverse customer base, they needed a flexible solution that could simplify their booking process and better support upselling opportunities.

By implementing ROLLER’s progressive online checkout, Battle House was able to:

• Integrate upsells directly into the booking flow, allowing guests to easily select premium equipment at the time of purchase.
• Increase average cart size and pre-arrival revenue by showing upgrade options at just the right moment.
• Reduce confusion and staff workload, since everything could be booked and paid for online, without the need for follow-up calls or in-person upsell pitches.

Conclusion: Is electronic ticketing right for your venue?

If your goal is to serve more guests, more efficiently and increase your bottom line while doing it, electronic ticketing is a no-brainer.

With the right system in place, you can:

• Sell more tickets, 24/7
• Offer a smoother check-in experience
• Boost your per-guest revenue
• Collect valuable data for better marketing
• Cut down on admin work and manual tasks

ROLLER’s electronic ticketing solution was built specifically for attractions and leisure venues. Whether you run a trampoline park, water park, family entertainment center, or another type of attraction venue, we’ve got the tools to help you grow.

Want to see how it could work for your venue? Book a demo with our team today.