Top 12 Challenges in Thailand’s Event Ticketing Industry

Thailand’s event scene is thriving, from Sports & Muay Thai stadiums and cultural attractions to music festivals and theatre performances. But behind the scenes, operators face mounting operational pain.

What should be a simple process, selling tickets, recording revenue, and paying commissions, has turned into a tangled web of spreadsheets, manual checks, mismatched data, and constant fire-fighting between sales, accounting, and operations teams.

For years, most Thai ticketing operators relied on partial solutions like Ticketmelon or localized systems patched together with spreadsheets, manual reconciliation, and human oversight. But as events have scaled and distribution has gone global, across OTAs, hotel partners, and digital campaigns, the inefficiencies have become unsustainable.

At The Percentage Company, we’ve worked hands-on with some of Thailand’s most dynamic entertainment and hospitality brands to solve these exact issues. Through our Percentage App central reservation system, we’ve built a platform that does far more than process transactions, it synchronizes sales, accounting, agent commissions, OTA data, and marketing tracking into a single, intelligent system.

Let’s look at the top challenges event organizers in Thailand face today, and how modern, data-driven ticketing systems like ours are solving them.

1. Manual Data Handling & Fragmented Sources

Perhaps the single biggest problem operators face today is data fragmentation and silos. Most ticketing systems export data from multiple sources, booking reports, agent sheets, OTA sales, and accounting systems, all in different formats. Each time an update or system upgrade occurs, staff must manually export, verify, and cross-check data to ensure no revenue or commission records are lost.

This process leads to:

• Hours spent verifying commissions.
• Mismatched figures between sales and accounting.
• Repeated manual corrections to ensure consistency.
• Risk of overwriting live data or introducing version conflicts.

The Smart Solution: One Unified Data Source

The Percentage App consolidates all sales, agent, and OTA data into a single live database using API technology, ensuring every team works from one verified source of truth.

Every time an update occurs, data integrity checks and version control are automatically performed, so staff no longer need to manually export or reconcile information.

The system even includes an upgrade verification layer: when a customer buys an upgraded seat or adds on a premium item, the system automatically records, verifies, and calculates the commission impact, removing the need for manual intervention.

2. OTA Integration Gaps & Overbooking Risks

Thai event venues often sell tickets across multiple OTAs, such as Klook, GetYourGuide, or TripAdvisor, alongside their own website and perhaps even an offline agent network.

Without proper API integration, all your bookings must be manually entered into the ticketing system, leading to:

• Frequent overbooking and customer frustration.
• Delayed confirmations that cause lost last-minute sales.
• Disjointed reporting that makes revenue reconciliation a nightmare.

The Smart Solution: Full OTA API Connectivity

The Percentage App connects directly to OTAs through live APIs, enabling real-time availability updates and booking confirmations. Whenever a sale occurs on an OTA:

• The seat is immediately locked across all channels.
• Customer data, payment, and commission are recorded in the unified system.
• Capacity and agent allocations are automatically updated.

This integration eliminates overbooking, enables real-time confirmations, and gives operators full visibility of sales performance across every platform.

3. Accounting Complexity and Manual Reconciliation

One of the most frustrating processes for event teams is often reconciliation. Finance staff spend days matching booking data to OTA statements, bank deposits, and commission reports, all from different sources, formats, and naming conventions. This not only wastes time but leads to errors and lost revenue.

The Smart Solution: Automated Accounting Integration

With The Percentage App’s deep Odoo & Quickbooks Online accounting integrations, every ticket transaction automatically posts your revenue, taxes and payments either as invoices or as completed sales receipts for each booking source, with the option to post by day, week or month. Even commissions from upgraded purchases are automatically included in the calculations.

The result is instant, accurate, and auditable on-demand P&L and accounting data, no more spreadsheet juggling, manual data cleaning, or end-of-month panic.

4. Lack of Campaign Tracking and ROI Visibility

Many Thai event organizers spend heavily on digital campaigns, from Google Ads to OTA promotions, but many event booking websites have no way to track purchases across campaigns as many ticketing platforms exit your domain when you enter the booking funnel. This means they often have no way to measure ROI accurately because tracking scripts can’t load properly within the ticketing platform.

Without this visibility, marketing budgets are blind. Teams can’t tell which campaigns drive actual bookings or which channels waste money.

The Smart Solution: Integrated Tracking and Attribution

The Percentage App includes full support for marketing script management through built-in Google Tag Manager and GA4 integrations.

Campaign tracking, purchase events, and conversion values are automatically fired during the purchase process and on successful transactions, allowing marketers to attribute sales to campaigns accurately. Whether you are running ads on Facebook/Meta, Google ads, X/Twitter ads, Taboola, Microsoft ads, TikTok ads and more, we have you covered. 

This enables true ROI analysis, down to the ad and channel level, transforming marketing from guesswork to measurable performance.

5. Missing Data for Business Intelligence

Event teams often can’t answer basic business questions, such as who their customers are, which banks they use, or how they heard about the event, because data is incomplete or stored across multiple silo’d systems.

Without nationality, age, or gender data, marketing and partnership planning are just guesswork.

The Smart Solution: Enriched Customer Profiles and Analytics

Every order in The Percentage App collects customer-level metadata (e.g., nationality, gender, age group, booking source, payment bank) and can be customized to your specific requirements.

This data can be imported into your BI dashboard showing:

• Revenue and ticket volume by source or channel.
• Average ticket price and contribution by seat type.
• Sales trends over time.
• Audience demographic breakdowns.

Alternatively, you can use all the native reports and dashboards in our ever growing platform. This makes it possible to run smarter campaigns and design experiences based on real audience insights.

6. Disconnected Agent Management

Agents remain a vital part of Thailand’s event and tour ecosystem, from hotels to tour desks, but managing them manually is inefficient and very time-consuming.

Common issues include:

• Duplicate bookings across multiple agents leading to overbooking.
• Inconsistent commission structures.
• No single view of agent performance or sales

The Smart Solution: Dedicated Agent Portal

The Percentage App provides each of your agents with a personalized portal, showing the bookings they have generated and supporting reports to help with commission tracking.

Agents can issue tickets instantly via their own private portal URL or QR code and view their own reports, while event managers can:

• Set commissions per agent.
• Monitor agent performance.
• Restrict access to only approved functions or data.

This unified structure keeps everyone aligned and eliminates commission disputes.

7. Inefficient Check-In and Fraud Risk

Without a connected system, check-in teams rely on printed paper lists or tickets from OTAs, agents and other sources, manually searching for each customer’s name, which is a slow and error-prone process that creates long queues and poor first impressions for your guests.

In addition, fraudulent ticket reuse can occur, particularly when refunds are processed but invalidated tickets remain active.

The Smart Solution: Secure QR Validation and Digital Check-In

Each ticket issued through The Percentage App has a unique, encrypted QR code verified and recorded in real time at entry. 

Refunded or cancelled tickets are immediately invalidated in the system, preventing reuse or fraud.

Gate staff can use a smartphone or tablet to scan tickets to perform live check-in validation, dramatically reducing entry times and improving customer experience.

8. Speed & Operational Efficiency

Even the best backend ticket booking systems can fail if the front-line experience for the guest (and for the back-office team) isn’t optimised. That extra few minutes it takes for guests to make a booking can be the difference between success and failure. That extra few minutes for staff to manage a booking can equate to huge amounts of cost for high-volume operations. 

The Smart Solution: Data-Driven & Results Orientated UX

We have spent years developing and improving our guest-facing front-end user experience, as well as the back-end management systems and continue to address more usability and operational issues raised by Thai event teams. These refinements might sound small, but they make a huge difference in daily operations, reducing friction, errors, and support load. The system is designed for conversion and that’s exactly what it does. 

9. Limited Access Control and Data Governance

As organizations grow, different team members need access to different parts of the system, but traditional platforms often provide “all or nothing” access.

The Smart Solution: Tiered Access Control

Admins can now assign granular permissions with The Percentage App:

• Ticketing-only access for front-line staff.
• Ticketing + accounting access for finance.
• Read-only access for management dashboards.

Almost every single function can be part of customisable permission groups for your organisation. This ensures data security and prevents accidental changes or unauthorized data exports.

10. Poor Payment and Commission Management

In many event workflows, when a customer makes a payment or changes their ticket (for example, from a standard seat to a VIP seat or adds an F&B package), the updated data must be manually entered and rechecked.

This often leads to friction and confusion between sales and accounting in terms of tracking payments, calculating commissions owed and generating sales data. 

The Smart Solution: Automated Payment & Commission handling

The Percentage App includes automated payment handling either via Stripe (our preferred partner), OPN, PayPal, 2C2P or any other payment gateway you wish to use. We can even connect more than 1 payment gateway simultaneously for redundancy or to add additional payment methods.

Our system even re-calculates commissions dynamically based on the adjustments made to the system. There’s no manual calculations, just set the commission for each agent and run the commission report by day, week, month or however you wish!

11. Poor Customisation and Personalisation

Most global ticketing platforms are built for scale, not for nuance. They’re designed to handle everything from Broadway shows to European football matches to U.S. concerts, which means they often force event operators in Thailand to adapt their business to the system, rather than the other way around.

This “one-size-fits-all” approach creates multiple limitations:

• Rigid user interfaces that look the same for every event, regardless of brand or audience.
• Limited control over checkout flow, ticket categories, or add-ons.
• Restricted access to code-level design, making it impossible to match the event’s branding or tone.
• Prominent third-party branding, which distracts from the operator’s own brand identity.

For Thai event operators, especially those in luxury, cultural, or niche markets, this lack of flexibility can undermine the customer experience. Visitors expect a seamless brand journey from the marketing campaign to the booking confirmation page.

The Smart Solution

At The Percentage Company, we’ve taken the opposite approach. Our Ticket Booking Engine is embedded directly into your website, not hosted externally under a third-party brand.

That means:

• The customer never leaves your domain, preserving brand integrity and trust.
• Every color, font, and layout can be styled to match your visual identity.
• The booking flow, add-on logic, and seat map design can be tailored for your event type from boxing matches and concerts to tours and cultural experiences.
• We don’t market our brand. We market yours.

This flexibility extends beyond visuals. Our team works with each partner to design custom workflows, such as VIP upgrades, multi-day passes, or bundled offers with accommodation, ensuring the system fits your business model perfectly.

In short, we don’t sell a generic ticketing product; we build a branded, integrated booking experience that feels like a natural extension of your brand.

12. Marketing and Sales Team Control

In many organizations, ticketing platforms are managed almost entirely by IT or operations teams, leaving marketers with little control over pricing, campaigns, and distribution.

This is a major bottleneck. Modern event marketing is dynamic: new campaigns launch weekly, influencer collaborations change frequently, and flash sales or promotional codes need to go live instantly. When every change requires a developer or a support ticket, marketing agility suffers.

Common issues include:

• Inflexible promo code systems that require backend intervention.
• Limited visibility into agent performance or sales by channel.
• Slow rollout of new campaigns or seasonal pricing changes.
• Disconnected reporting between marketing and accounting.

The Smart Solution

The Percentage App Dashboard is designed to give marketing and sales teams full autonomy without needing technical assistance. From a single interface, teams can:

• Create and manage coupon and promo codes instantly.
• Adjust agent commissions, sales quotas, and access permissions in real time.
• Launch seasonal offers for different audiences or channels.
• Monitor live performance metrics, such as conversion rates, agent sales, and campaign ROI.

This level of control empowers marketing teams to experiment, adapt, and optimise, all while maintaining system integrity and financial accuracy.

Meanwhile, sales managers can see the entire distribution ecosystem in one place, understanding which agents or OTAs are driving performance and which need attention.

The result? Faster campaigns, better collaboration between departments, and a more agile business overall.

The Bigger Picture: Connected Commerce

All of these challenges, from upgrades and commissions to OTA sync and campaign tracking, share one root cause: disconnected systems.

The future of ticketing isn’t just better and faster software, it’s connected commerce, where sales, marketing, accounting, and analytics all flow through one intelligent platform.

That’s the philosophy behind The Percentage App.

Our mission is to give Thai event operators a single, integrated environment where they can:

• Sell across any channel in real-time.
• Manage agents and OTAs efficiently.
• Automate accounting and reconciliation.
• Track marketing ROI accurately.
• Gain deep insight into customer behavior.

Ready to Fix Your Ticketing System?

Does any of the above sound familiar? Need help with your event ticket handling and venue management? At The Percentage Company, we go beyond software, we can even provide strategic consultancy and implementation tailored to Thailand’s entertainment and hospitality sector.

Whether you operate a boxing stadium, concert venue, or tourist attraction, our team can help you streamline every part of your ticketing operation, from sales and accounting to analytics and marketing attribution.

Learn more about The Percentage App Ticket Booking Engine here or contact our team for a consultation and demo.