Guest expectations and preferences are changing at the speed of light. What delighted event attendees just a few years ago doesn’t always fly these days.
At the same time, consumers have more options than ever in the types of events and entertainment they want to spend their money on. A lot of events are struggling to keep up.
In 2025, how can you keep your event from getting lost in the noise?
We’ve rounded up the features and experiences that guests are most interested in, and how you can incorporate them into your event. Follow these strategies to make your event stand out from the crowd.
1. Seamless, Secure Transactions
People are carrying less cash than ever – some of us carry none at all. It’s not just about accepting credit cards; guests want more convenient options such as tap-to-pay and mobile payments which can be completed from their phones. Beyond just payment, they expect the entire transaction process, from ticket purchase to in-event purchases, to be frictionless and secure.
Have you ever arrived at a venue only to find out that tickets were sold out for the night? It stinks. That’s why more and more of us are purchasing tickets online in advance: we want to know our spot is guaranteed before we go to the trouble of driving over to a venue.
How can you meet guest expectations? Choose a payments platform that supports:
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NFC or tap-to-pay: For quick and easy transactions.
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Mobile payments: Including popular digital wallets.
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Online and at-the-door sales: With real-time availability updates.
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Secure, encrypted transactions: Building trust and protecting guest data.
2. A Better Queue Experience
No one likes waiting in line. That’s nothing new. But what is different these days is how guests expect to queue up for everything from event entry to concessions. They want their time valued and minimal friction throughout their event experience.
The good news is that technology is making it easier to decrease the amount of time your guests have to spend waiting in line. You can give them the option to select their arrival time, to help space out the crowds, or even let them wait in a digital line (or virtual queue). By holding their place in line electronically, guests are free to enjoy the concessions, gift shop, or other attractions at your venue.
How can you meet guest expectations? Choose a ticketing system that supports:
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Virtual queues: Allowing guests to explore while holding their place in line.
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Timed ticketing: To manage crowd flow and reduce wait times.
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Lightning-fast ticket scanning: For quick and efficient check-in.
3. Personalized Experiences & Flexible Access
One-size-fits-all admission is so behind the times. Guests want more choices when it comes to personalizing the kind of experience they’ll have at your event. They seek opportunities to tailor their visit to their preferences and budget.
Sometimes that means just getting the regular ol’ GA ticket. But other times that might mean selecting where they sit, pre-purchasing food and drink packages, or upgrading to VIP status to skip the line. Offering a range of options empowers guests and enhances their sense of ownership over their experience.
How can you meet guest expectations? Choose a ticketing platform that supports:
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Upsells in the checkout process: For easy additions like merchandise or premium access.
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Assigned seating (by section or individual seats): Giving guests control over their view.
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Ticket & product bundles: Offering value and convenience.
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Tiered access options: From basic entry to exclusive VIP packages.
4. Immersive & Interactive Engagement
Today’s guests want in on the action. It’s not that we don’t enjoy watching a concert or theater performance or sporting match. But we want to feel like we’re part of the show, actively participating rather than passively observing.
Live action role playing (LARPing), multiplayer online games, and sandbox video games like Minecraft have allowed us to not just passively observe the fun but to be an active participant. Events can stand out by providing interactive experiences. But what does that look like for your event? It might be simpler than you think!
Let’s say you’re producing a food and drink festival. Interactive could mean allowing guests to play mixologist at a demo station, but it could also mean handing out a punch card at the entrance where they can mark which food & drink items they’ve tried and write notes about which ones they liked. Hosting a soccer match? Set up a ball-kicking lane where guests can try to score a goal to win a small prize (maybe a cup with your event logo). Hosting a concert? Allow guests to purchase interactive, color-changing wristbands that light up and synchronize with the music. Or invite them to vote on which songs should be played by using a particular hashtag on social media.
How can you meet guest expectations? Build activities that:
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Allow guests to actively participate: Rather than passively watching.
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Give guests the power to decide how much they want to engage: Offering various levels of interaction.
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Leverage technology for augmented reality (AR) or virtual reality (VR) experiences: If applicable and impactful for your event theme.
5. Shareable Moments & Digital Integration
TikTok. Instagram. YouTube. It sometimes feels like we live on social media these days. Successful events don’t just create a hashtag and hope to go viral; they fully embrace our relationship with social media and digital sharing. One way you can do this is by helping your guests look cool on social channels. Everyone loves a don’t-you-wish-you-were-here-too pic on Instagram. So choose a venue that is photo-friendly.
That means good lighting (if it’s too dark, how will their friends see their photos?), and attractive scenery that will look nice in pictures. Bonus points if you can create a dedicated “Instagram wall” or a step-and-repeat backdrop with your event logo. Beyond just photos, consider how your event can generate buzz through user-generated content and digital storytelling.
How can you meet guest expectations?
Choose a venue that:
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Has good lighting and interesting fixtures.
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Has an interesting wall or area where you can set up a photo background.
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Provides strong Wi-Fi connectivity for easy sharing.
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Use a ticketing platform that supports:
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Social media discounts or contests: Encouraging sharing and engagement.
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Easy sharing of ticket purchases and event details: Directly to social platforms.
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Consider interactive digital displays or unique art installations: Encourage photo opportunities and social sharing.
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Final Thoughts
Now that you know what guests look for in an event in 2025, you can make sure your event meets their expectations.
Don’t feel like you have to do everything all at once. Incorporating just one or two of these ideas will go a long way towards pleasing your guests. Start with what is most accessible to you, or which ideas are most relevant to your individual event, and work up from there.
When you’re ready to start selling tickets to your next event, Passage can help you stand out with features like contactless payments, virtual queues, timed ticketing, product bundles, social media discounts, and more. Schedule a demo to see how we can help you reach more fans and sell more tickets.
