A Decade of Dancing, Powered by Smart Ticketing

Since opening in 2013, ABBA The Museum has become one of Stockholm’s must-see attractions - a place where visitors from across the globe walk in and dance out. By 2019, the museum was already reaching 365,000 annual visitors, making the team believe that was the ceiling. Yet in 2024, thanks in part to the transformation brought by iTicket, the museum set a new record with 450,000 visitors - and has continued to grow to this day.

 

The Need for a Smarter System

For Pophouse, the company behind ABBA The Museum, running one of Sweden’s busiest attractions comes with its share of challenges. Visitor flows needed to be balanced more effectively, queues had to be reduced, and reporting had to become easier and more data-driven. The previous ticketing setup couldn’t deliver on those needs: slot times were inflexible, integrations with OTAs were limited, and insights into performance were hard to access.

“We looked closely at how we sell, how visitors buy, and how to cut friction,” says Victor Fredell, Head of Entertainment Technology at Pophouse. “That’s when we chose iTicket. It checked most of the boxes, and we’ve never looked back.”

Key challenges before iTicket:

• Inflexible slot times causing queues
• Limited reporting and data access
• Weak OTA integrations restricting reach
• Vendor support too distant

 

Transforming the Guest Experience

With iTicket, ABBA The Museum could finally match the visitor experience with the expectations of an international audience. Today, most guests purchase their tickets in advance online, choosing a specific slot time that ensures smoother entry and a more balanced flow throughout the day. Those who do arrive without a ticket are quickly assisted through an intuitive point-of-sale system, leaving staff with more time to engage with guests rather than manage queues.

The shift in booking behavior has been dramatic. Before 2020, only 30% of tickets were sold online. Today, that figure is closer to 80%. This change has freed the museum’s team to focus on what really matters - creating an experience where visitors feel the joy of ABBA’s music from the moment they arrive.

“We’ve gone from long walk-in lines to visitors arriving with mobile tickets, scanning in seconds, and stepping straight into the experience,” explains Hanna Kimblad Einarsson, Head of Exhibitions.

Guest journey improvements with iTicket:

• 80% of tickets now sold online vs. 30% pre-iTicket
• Slot-based booking reduced queues and improved flow
• Faster on-site sales with user-friendly POS
• Staff free to engage guests instead of managing lines

 

Driving Growth Through Flexibility

Operational improvements have also had a direct impact on growth. Dynamic pricing, for example, has allowed the museum to flatten demand peaks by offering lower prices early in the day or late in the afternoon. Partnerships with online travel agents have expanded international reach, and small but impactful innovations, like music-integrated tickets that let guests listen to ABBA songs on their way to the museum, have enriched the customer journey.

The results speak for themselves: more visitors, more efficient staffing, and higher guest satisfaction. Or as Victor puts it, “In my mind I need to please the customers first, but then I need to please the economy department. If they are happy, then everyone is happy. And iTicket helps us do both.”

Results achieved with iTicket:

• Visitor growth from 365,000 (2019) → 450,000 (2024)
• Dynamic pricing smoothed peak-hour demand
• Expanded reach via OTAs and online sales
• Music-integrated tickets enhanced the experience

 

Looking Ahead

With ABBA The Museum now firmly established as one of Stockholm’s top attractions, Pophouse continues to innovate. Mobile-first booking dominates, but the team sees opportunities to go even further, exploring AI-driven analytics to better predict demand and tailor pricing.

“With iTicket, we don’t just have a system, we have a partner,” says Hanna. “And that partnership helps us keep improving the experience, year after year.”