Selling tickets for business events comes with its own rules. The right strategy affects how your event is perceived, who attends, and how smoothly the entire process runs. In this guide, you’ll learn how to set ticket prices strategically, which pricing approaches make sense for B2B events, and which payment methods really work.
Event ticketing refers to the process of selling tickets for an event. This process includes setting the ticket price, choosing sales channels, and managing guest data. Event ticketing is an essential part of event planning, as it not only helps cover costs but also manages attendance numbers and maintains event quality.
Which Business Events Are Suitable for Ticket Sales?
Selling tickets is worthwhile whenever your event offers real value, such as knowledge, contacts, or access to exclusive content. This is especially true for formats that go beyond mere networking.
Ticket sales are generally not suitable for pure networking events or community gatherings without clear content, where the benefit is difficult to quantify. In such cases, you can instead fund the event through sponsorship or partnerships.
Business events are valuable opportunities for companies and professionals to network, exchange knowledge, and explore new business opportunities. According to a recent survey, marketing budgets at B2B companies decreased by 3.1% from 2024 to 2025. Paid B2B events can help alleviate marketing budget pressures. Charging for event tickets also contributes to ensuring the quality and success of events, from financing top-tier content to securing premium venues. Whether your event is free or paid naturally depends on your goals and event concept. In any case, there are solid reasons to charge ticket prices for B2B events.
Paid tickets raise the perceived value of the event and create a sense of exclusivity. Participants who are willing to pay are often more engaged and contribute to a high-quality event atmosphere.
Collecting attendance fees can lower compliance barriers, particularly for participants from regulated industries who may be restricted from accepting free offerings.
Revenue from ticket sales allows the financing of premium content and speakers. High-level presentations and workshops are costly and require adequate funding.
Paid events generally have a lower no-show rate. Participants who have paid for a ticket feel a stronger commitment to attend.
Paid events offer the opportunity to provide preferential conditions for important clients or partners, such as discounts or exclusive access.
Ticket sales enable booking premium venues that provide a comfortable and professional environment, significantly contributing to the overall event quality.
Revenue from ticket sales can fund effective marketing and promotional strategies to increase awareness and attractiveness of the event.
Fees allow organisers to offer additional services such as comprehensive event documentation, goodies, access to exclusive workshops, or follow-up materials, increasing the value for participants.
The ticket price affects how your event is perceived. A price that is too low can make the event seem cheap or generic, while a price that is too high may deter potential participants. What matters is how you justify and communicate the price. In a B2B context, transparency is key, as participants want to know exactly what they are getting for their money.
Setting ticket prices for business events requires analysis and strategic planning. You can base your pricing strategy on the following approaches:
The ticket price should reflect the demand for the event. Highly sought-after events with limited spaces can justify higher prices, whereas lower-demand events may benefit from lower prices to encourage participation.
Benchmarking against comparable events can provide valuable insights into appropriate pricing. It is important to consider the prices in the context of the content and services offered to remain competitive while enhancing the perceived value of your event.
The target audience’s willingness to pay plays a crucial role in setting prices. Surveys and direct feedback can help organisers gauge how much potential participants are willing to pay without feeling discouraged. For example, you can survey your audience on social media to get initial insights.
Calculate your ticket price to cover location, catering, technical equipment, and personnel costs. Divide the total cost of the event by the expected number of participants to determine the ticket price per guest. Remember to factor in any payment processing fees.
Another important consideration is VAT. This blog post discusses in detail which VAT rates apply to B2B events in Germany, Austria, and Switzerland.
Several proven models can be applied depending on the event type:
The strategy you choose depends on your goal. Do you want to quickly reach a base attendance? Then use early-bird pricing. Do you want to increase revenue per ticket? Then offer premium options.
A predefined timeline provides structure and boosts ticket sales. Use the following phases as guidance:
Early Phase (6–9 months before the event)
Middle Phase (2–6 months before the event)
Final Phase (1 month to a few days before the event)
Following this phased approach allows you to manage demand for your B2B event throughout the entire period. It keeps ticket sales active and avoids long periods with little movement.
For paid B2B events, payments are generally handled via either invoice payment or online payment. Cash payments are uncommon for B2B events, as companies usually do not operate physical ticket offices. Since ticket prices for B2B events are often higher than, for example, concert tickets, choosing the right payment method is crucial to the success of ticket sales.
A smooth payment process is an important part of the customer experience. When selecting a payment method, the following questions should be considered:
Choosing the right payment methods affects not only participant satisfaction but also registration rates and the administrative workload for event organisers.
Online payments are processed immediately, and receipt of payment is instantly confirmed. This reduces administrative work for accounting and provides planning security for event organisers.
Invoice payments carry the risk of late or non-payment, which can be frustrating, especially after the event has occurred. Online payments eliminate this risk, as the amount is paid in advance.
Online payments allow ticket distribution to be automated. After successful payment, tickets can be sent immediately without manual verification.
Online payment methods such as Visa and Mastercard make it easier for international participants to purchase tickets. Credit cards are widely accepted, making the process more convenient for everyone involved.
Online payments incur fees, which must either be absorbed by the organiser or passed on to participants.
Some companies prefer invoice payments for accounting reasons. Especially for larger amounts, participants may not wish to use a credit card or mobile payment solution.
At first glance, offering both online payment and invoice payment may seem attractive, but it comes with several challenges:
Managing two different payment methods doubles the workload for accounting, customer service, and ticket processing, increasing the risk of errors and delays.
Invoice payments carry the risk of defaults or delayed payments, which can jeopardise the event’s financial planning and create additional administrative work.
For invoice payments, tickets usually need to be manually released; otherwise, participants could access the event without having paid.
A well-planned event ticketing strategy directly contributes to the success of your business event. The right price creates value, the appropriate strategy ensures strong attendance, and the suitable payment method minimises effort and risk. By planning ticketing strategically, you secure engaged participants, stable revenue, and an event that feels professional—from booking to check-in.
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The 2m2c - Montreux Music and Convention Centre is a multi-purpose exhibition center on the shores of Lake Geneva. Known for the Montreux Jazz Festival, the location offers space for up to 1,500 participants for congresses. Even after the ongoing renovation until 2025, the location will remain known for its unique atmosphere and views.
The Beaulieu Congress Center in Lausanne describes itself as a combination of the tried and tested with modernity. Modular rooms offer space for up to 4,700 participants. Thanks to two bus lines, the location can be reached with a direct connection from Lausanne's SBB train station.
Better known as a trade fair location, Bernexpo will be offering new, different rooms for conferences in the federal city of Bern from 2025. The new construction of the "Festhalle" will create interesting possibilities with a capacity of up to 1,300 guests in one hall.
With five spacious halls and 25 conference rooms, the Congress Center in Basel offers many possibilities for a wide variety of events. In addition to its central location in Basel's city center, the congress location has the advantage of being directly connected to the exhibition grounds, making it the largest congress center in Switzerland in terms of space.
The Convention Center (Kongresshaus) Zurich describes itself as the newest congress center of its kind in Switzerland. It is located directly on the shores of Lake Zurich and, thanks to its flexible room layout, offers options for a wide variety of event types and parallel break-out sessions for up to 4,500 participants. A breathtaking panorama on the terrace offers ideal conditions for relaxing breaks.
The Lucerne Culture and Convention Center is located in central Switzerland on the shores of Lake Lucerne and offers space for conventions with up to 2,815 participants. Numerous break-out rooms offer the opportunity for parallel sessions. The concert hall is known worldwide for its outstanding acoustics and is therefore ideal for a musical show to round off a conference.
This classic venue in the federal city of Bern is the largest cultural and congress center in the region to date and offers 28 rooms for conferences. The "Arena", the largest hall, can accommodate up to 1,357 guests.
Known for the International Motor Show, Palexpo offers eight conference rooms of different sizes with a maximum capacity of 2,500 participants. The venue, which has been established for many years, underwent a further expansion in autumn 2023, adding 12 new conference rooms to its offering.
The SwissTech Convention Center in Ecublens is one of the largest convention centers in the Lake Geneva region. It can accommodate 3,000 participants in up to three halls. The less than ideal accessibility is compensated for by a modern and impressive auditorium.
"The Hall" in Zurich Stettbach offers around 2,000 square meters of space for congresses and conferences with up to 3,051 seats. The adjoining room can accommodate up to 500 guests for break-out sessions. "The Hall" is located right next to Stettbach railroad station and can therefore be reached from Zurich in a short time.
ACO Hospitality in Büdelsdorf features the ACO Academy, a modern conference centre with eleven high-quality rooms, ideal for congresses and specialist seminars. The adjacent exhibition hall, covering 2,900 m², enables the hosting of large-scale events such as trade fairs and exhibitions. Its open architecture, featuring large glass surfaces, creates a comfortable atmosphere for up to 2,000 attendees, supported by top-tier audio and video technology.
Arena Berlin is a versatile event venue in the Alt-Treptow district of Berlin, perfectly suited for congresses. The listed site comprises six indoor and outdoor locations, including the impressive 6,500 m² Arena Hall, which can accommodate up to 9,000 people with its free-span roof structure. Thanks to its flexible space design and modern infrastructure, Arena Berlin offers optimal conditions for congresses, trade fairs, and conferences.
The CCD Congress Center Düsseldorf is a state-of-the-art convention centre with a total capacity of up to 7,500 people and 41 modular rooms that can be combined as needed. Its central location in Düsseldorf, just 3 km from the airport, and excellent transport links make it an ideal venue for national and international congresses.
The CCH – Congress Center Hamburg is one of Europe's most modern and largest congress centres, offering flexible spaces for events with up to 12,000 participants. With top-class event technology, sustainable design, and a central location in Hamburg, the CCH provides optimal conditions for international congresses and conferences. Its excellent transport connections, extensive service offerings, and proximity to hotels and cultural attractions make it a premier choice for organisers.
The CCP CongressCentrum Pforzheim offers flexible spaces for congresses, conferences, and events with up to 2,000 attendees, centrally located between Stuttgart and Karlsruhe. With modern event technology, adaptable room concepts, and first-class service, it provides ideal conditions for professional congresses. Its direct connection to hotels and picturesque location on the banks of the Enz River make the CCP an attractive venue in Baden-Württemberg.
The Congress Center Essen offers three congress centres with a total of 28 adaptable spaces, including ten halls and thirteen conference rooms, providing flexible solutions for congresses and conferences of various sizes. Its direct connection to the Grugahalle and exhibition halls allows events for several thousand guests. Each year, around 800 events with a total of 80,000 attendees are held here, demonstrating the centre's versatility and capacity.
The Congress Center Leipzig (CCL) is a premier congress venue, distinguished by its modern architecture, flexible room concepts, and direct connection to the Leipzig Exhibition Centre. With facilities for events of all sizes, high-quality event technology, and a comprehensive service offering, the CCL provides ideal conditions for national and international congresses. Its excellent accessibility and strong ties to science, business, and culture make it a key conference destination in Germany.
The HCC Hannover Congress Centrum is a historic yet modern congress venue with versatile space options for events of all sizes. With state-of-the-art event technology, a sustainable infrastructure, and excellent transport links, it provides ideal conditions for national and international congresses. The combination of historic charm and contemporary facilities makes the HCC a unique event venue in the heart of Hannover.
HALLE MESSE in Halle (Saale) is a versatile event centre, ideal for congresses. With flexible halls and conference rooms that can be individually arranged with seating, stages, and screens, it offers tailor-made solutions for events. Thanks to its modern infrastructure and central location, HALLE MESSE is an attractive venue for successful congresses and conferences.
The ICM – International Congress Center Messe München is a cutting-edge congress venue, distinguished by flexible room concepts, first-class technology, and a capacity for up to 6,000 participants. Directly connected to the Munich Exhibition Centre, it provides ideal conditions for international congresses, conferences, and corporate events. With sustainable infrastructure, top-tier service, and state-of-the-art event technology, the ICM sets new standards in professional event organisation.
The BALLHAUSFORUM at INFINITY Munich is one of the largest event spaces in the Munich area, featuring a 1,340 m² auditorium under an impressive glass dome, providing ideal conditions for congresses and conferences. It offers flexible room configurations for up to 1,400 seated guests in theatre-style seating or up to 2,750 people with 360° tiered seating. The adjoining hotel offers 40 additional event rooms and 439 guest rooms, ensuring seamless integration of accommodation and events.
The Kultur- und Kongresszentrum Liederhalle in Stuttgart combines listed architecture with a modernised conference area, providing an ideal setting for congresses. With 14 flexible meeting rooms and 5 halls accommodating up to 2,100 people, it enables a wide range of events. Its central location in Stuttgart’s city centre, direct hotel connections, and proximity to the Bosch-Areal with shops, restaurants, and bars offer attendees convenience and a variety of leisure options.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt, ideal for congresses. With three halls offering a covered exhibition space of 9,000 m² and an adjoining conference centre, it allows for flexible event planning for up to 2,314 people in theatre seating. Thanks to its high-end technical equipment and versatile room layouts, Messe Magdeburg provides optimal conditions for successful congresses and conferences.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt that is ideal for congresses. With three halls, which together offer a covered exhibition area of 9,000 m², and an adjoining conference centre, it enables the flexible organisation of events for up to 2,314 people seated in rows. Thanks to its state-of-the-art technical equipment and variable room concepts, Messe Magdeburg offers ideal conditions for successful congresses and conferences.
The Congress Centrum Bremen offers flexible spaces for congresses and conferences of various sizes, with five halls, seven salons, four breakout rooms, and two foyers. Its postmodern architecture and playful details create an inviting atmosphere for professional exchanges. Thanks to its central location in Bremen and direct connection to the Maritim Hotel Bremen, organisers and participants benefit from short distances and a convenient infrastructure.
The Musik- und Kongresshalle Lübeck (MUK) is a multifunctional event venue offering 15 rooms for 10 to 3,500 people, providing diverse options for congresses, conferences, and exhibitions. Its flexible room layout allows for tailored solutions for different event formats. With a total space of 4,000 m² and a capacity of up to 2,000 people, MUK is an ideal location for a variety of events.
The Rheingoldhalle in Mainz is a modern conference centre with a total of 9,000 m² of flexible event space and over 20 meeting rooms, some of which are flooded with natural light and offer views of the Rhine. The largest room, the Kongress-Saal, has a floor area of 1,744 m² and can accommodate up to 2,144 people depending on the seating arrangement. Following its renovation, completed in 2021, the Rheingoldhalle features state-of-the-art technology, sustainable amenities, and flexible room configurations, making it ideal for congresses and conferences.
The RuhrCongress Bochum is a modern event venue in the heart of the Ruhr region, making it an excellent choice for congresses. With its flexible, state-of-the-art spaces, it provides the perfect setting for events of all types and sizes, from business and science to trade fairs. Thanks to its excellent infrastructure, cutting-edge event technology, and well-planned logistics, your vision can be brought to life professionally.
The Schwabenlandhalle in Fellbach, near Stuttgart, is a versatile cultural, congress, and conference centre, ideal for congresses. With a total of nine bright and fully equipped rooms, it offers flexible event spaces for gatherings of all sizes. The largest hall, the Hölderlin Hall, has a floor area of over 1,100 m² and can seat up to 1,400 people in theatre-style seating, making it particularly suitable for large congresses and conferences.
The Tempodrom in Berlin is a multifunctional event venue with impressive architecture, perfect for congresses. Its main space, the Grand Arena, accommodates up to 4,200 guests and features flexible room elements that create adaptable spaces for different event formats, including conferences and congresses. With its central location near Potsdamer Platz and its modern facilities, the Tempodrom offers excellent conditions for successful congresses and events.
The Uber Eats Music Hall in Berlin is a state-of-the-art event hall, ideal for congresses and corporate events. With a standing capacity of up to 4,350 and seating for around 2,250 guests, it offers flexible space solutions for various event formats. The hall features excellent acoustics, optimal sightlines, and cutting-edge event technology, making it a versatile venue for conferences, product presentations, and corporate celebrations.
The myticket Jahrhunderthalle in Frankfurt am Main is one of Europe’s largest private cultural initiatives and offers a variety of congress and conference spaces, including its impressive dome hall and several conference rooms. The dome hall spans 4,800 m² and can accommodate up to 3,000 people, making it ideal for large congresses. Additionally, the venue offers modern technology and flexible space concepts that can be tailored to different event requirements.
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