Group tickets are useful when one buyer should arrange access for several people. They can increase order value, make checkout faster for friend groups and reduce manual handling for tables, teams or company outings.
There are three common ways to sell to groups: a normal ticket with a max order limit, a ticket sold in fixed quantities, or a private allocation for a host or partner.
Before you start
Decide whether the group needs a public offer or a private allocation. Public group tickets belong in the ticket shop. Private host tickets belong in guest or partner workflows.
Choose the right group setup
Use a max tickets per order when buyers may choose their own quantity, but you want to prevent very large orders. This works for normal tickets where a buyer can purchase 1, 2, 3 or 4 tickets.
Use a group ticket quantity when the ticket should only be sold in fixed sets. For example, a 4-pack friend ticket or a table ticket for 10 people.
Use a private group allocation when one host, partner or team lead should receive a controlled number of tickets outside the public shop.
Create a public group ticket
Create a new ticket type with a name buyers understand immediately. Avoid internal names such as "Group set". Use names like:
- Friends 4-pack;
- Table for 10;
- Team ticket;
- Company bundle;
- Family ticket.
Set the price for the full group offer, not for one individual ticket, unless your checkout copy clearly explains the structure.
Then enable group purchase or group ticket quantity in the ticket pricing settings. If the quantity is 4, the ticket is bought in multiples of 4.
Align capacity with group size
Capacity is easy to get wrong with groups. A group ticket still represents real people entering the event.
If a 4-pack should admit four visitors, make sure the capacity impact and scanning flow match that expectation. Keep the total quantity divisible by the group size where possible. A capacity of 100 works cleanly for 4-packs; a capacity of 102 creates leftover capacity that may not sell cleanly.
Also review max tickets per order. For fixed group tickets, you may want to allow one or two groups per order, not unlimited group sets.
Use private allocations for hosts
For VIP hosts, sponsors, press lists or internal teams, a private allocation is usually cleaner than a public group ticket. Allocate a ticket type and quantity to the host, then decide whether the tickets need personalisation before they are used.
Private allocations are useful when:
- a sponsor receives a fixed number of tickets;
- a team captain invites people later;
- a table host needs guest names;
- press or VIP tickets should not appear in the public shop.
This keeps public sales simple while still keeping tickets connected to the event, guest data and scanning flow.
Group tickets versus discount codes
Use a group ticket when the buyer should purchase several tickets together. Use a discount code when the buyer may buy any normal ticket but should receive a different price.
You can combine both, but do it deliberately. A discount code on top of a group ticket can reduce revenue quickly if the group ticket already contains a bundle discount.
Test the buyer journey
Before launch, run a test order with the exact group quantity. Check:
- The ticket name explains the group clearly.
- The checkout total matches the offer.
- The confirmation email and tickets make sense for the buyer.
- Scanning works as expected for every person in the group.
What's next
If group sales are part of a campaign, create separate discount codes for each partner or audience so you can compare performance afterwards.