One of the more intriguing workshops that will be offered at INTIX 2025 is “Smart Ancillaries: Leveraging Technology for Balanced Growth” on Jan. 29 at 11 a.m. EST. For years, the sports and travel industries have been at the forefront of optimizing revenue via ancillary fees. In 2023 alone, airlines generated almost $120 billion from such fees.
But do such strategies really enhance the overall customer experience? Jason Mastrine, Global Head of Strategy, Sports & Entertainment Ticketing at Protect Group, is the man to answer that question. He is set to moderate this panel of experts who will discuss and demonstrate how technology and data analytics can be used to identify upsell opportunities and create dynamic, targeted, even personalized offerings.
Jason Mastrine
Mastrine says, “Attendees can expect a dynamic discussion featuring leaders from the entertainment, travel and technology sectors. We’ll explore how data and technology can create smarter ancillary strategies that drive revenue while delivering meaningful, personalized experiences to customers.”
“Smart Ancillaries” panelists will include John Jakovich, Chief Innovation Officer, Tessitura Network; Ramzi Rahbani, VP Product, FlightHub; and Jeremy Short, Chief Data & Analytics Officer for Madison Square Garden in New York. “John, Ramzi and Jeremy are all extremely knowledgeable and dynamic speakers,” says Mastrine. “I anticipate that this is going to be a fun session, jam-packed with useful information for organizations looking to affect change in how they manage their ancillary offerings.”
Mastrine hopes attendees will come away with two key takeaways from the session. The first is a greater understanding of “how to leverage data analytics to align ancillary offerings with customer behaviors and preferences.” And the second? “Practical insights on balancing the drive for incremental revenue with enhancing customer satisfaction to avoid ‘upsell fatigue,’” he states.
While the workshop is open to everyone who will be coming to INTIX 2025, Mastrine expects the ideal attendees will be “leaders and decision-makers in ticketing, marketing and operations who are focused on driving revenue growth, improving customer engagement and adopting data-driven strategies to stay competitive.”
The question was then posed to Mastrine: “What is the best thing to know when looking to launch an offering that will balance customer experience and revenue generation?” His answer was thoughtful and thorough: “Start with the customer journey. Identify the right opportunities and timing to present offers that feel valuable and additive, not intrusive. Use data to anticipate needs and ensure that ancillary options align with audience expectations. The task can be daunting, but it doesn’t have to be. There are companies out there like Protect Group that offer a marketplace of proven ancillary offerings that you can easily integrate into your purchase flow.”
He adds, “Revenue follows relevance. When your offers are tailored, timely and truly customer-focused, the results take care of themselves.”
Overall, it’s just an exciting time for Mastrine and for INTIX members with the annual conference in New York City drawing ever closer. For Mastrine, it’s an opportunity to come full circle in his professional career in a way. Twenty-five years ago, he left a successful environmental career to pursue a dream of working in the music industry. He never expected that his path would indeed one day circle back to creating meaningful environmental change.
He explains, “At INTIX, we’ll announce a new ancillary offering that is designed to enable our customers to support transparent, high-impact carbon offset projects like reforestation and clean energy initiatives. To celebrate, each INTIX attendee will receive a reusable commemorative drinking vessel by MiiR that not only reduces waste, but also supports clean water, health and education efforts worldwide. For me, this is proof that no matter the path we take, the chance to make a difference has a way of finding us again!”
Editor’s Note: If you are not yet registered for INTIX 2025 in New York City, what are you waiting for? Click here to register today!
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