Jo Bachelor will be tasked with launching Wicked Direct to the trade, a self-service booking portal for registered agents supported by an in-house sales team.
Wicked Direct comprises four sales channels – B2B, group sales, MICE, and youth + students. It will provide real-time ticket access and availability, instant booking confirmation with seat locations, package rates, access to add-ons, and 24/7 booking capability.
It also allows agents to tap group rates with book-now-pay-later flexibility, tailored experiences for business events, incentive trips and conferences, and discounted tickets for schools, students and youth groups.
Wicked is now into its 17th year at London’s Apollo Victoria Theatre, and tickets for the hit West End show are on public sale through to 26 November 2023. However, through Wicked Direct, agents can additionally – and exclusively – book for all performances from 28 November 2023 through to 2 June 2024.
Bachelor, who heads up the show’s in-house groups and travel trade team, brings 30 years’ travel and tourism experience to the role, and was involved in Wicked’s previous dedicated trade push in 2019 as head of sales at Encore, now TodayTix Group.
"It has been a pleasure to work directly with the producers and marketing team to redefine how our tickets are sold and packaged and we are excited to now launch Wicked Direct, offering direct access and insights to travel agents, inbound tour operators, OTAs, wholesalers, corporates, coach operators and group organisers," said Bachelor.
Bachelor said the sales team would be able to provide expert help and advice to tailor trips, adding that she would be "personally on hand: to discuss sales opportunities with global trade professionals, as well as partnerships.
Liam Geoghegan, Wicked UK director of sales and ticketing, added: “Even before the pandemic, we noted a trend amongst travel and tourism professionals requiring faster and more precise responses when booking theatre tickets, with increasing requests for a digitised sales solution.
"What was an emerging trend in 2019 has, in 2022, become a necessity, compounded by a very different West End landscape with fewer ticket distributors. We are therefore delighted to officially launch Wicked Direct, our web-hosted global distribution platform, providing real-time access to our London ticket inventory."
