Best practices for rebooking events – How organizers can remain flexible and maintain trust

An event must be cancelled – there are many reasons: sudden illness in the team, official regulations, weather conditions, or logistical issues. Instead of announcing a full cancellation, rescheduling to a new date or an alternative format is often a viable option.

Benefits of rescheduling instead of cancelling:

• Avoid refunds
  Retain existing revenue and protect liquidity.
• Maintain customer loyalty
  Attendees receive a signal that the organizer acts reliably.
• Reuse of tickets
  Technically, tickets can be reactivated for new dates without re-selling.

Especially for organizers with multiple events per year, it’s crucial not to lose customers but to offer options, such as alternative dates or formats (streaming, hybrid, small bonus shows).

If an event is rescheduled, not every customer can or wants to attend the new date. At the same time, you’re naturally interested in retaining as much revenue as possible to minimize losses. It’s essential to offer creative and legally sound alternatives. Experience shows: those who offer options significantly reduce refund rates.

Possible alternatives:

• Value vouchers for other events, with or without bonuses (e.g., 10% extra).
• Donation options such as “Support our project by waiving a refund.”
• Streaming access or digital content as compensation.
• Merchandise or additional services as a replacement.

Decide which options are feasible and suitable for you. You can also combine several of these suggestions or let your visitors choose. What matters is that the legal framework is clearly defined and communicated.

The quality of your customer communication determines success or loss of trust in critical situations. It’s important to communicate proactively, openly, and empathetically – even if not all details are final yet.

Recommendations for communication:

• Inform customers promptly as soon as an event is affected.
• Use clear, understandable language – avoid legal jargon in initial contact.
• Offer options, e.g., “You may choose from the following alternatives: …”
• Emotional tone: Thank your audience for their understanding and show solidarity.

Also, make sure all channels – website, social media, newsletter, event platforms – are synchronized to avoid conflicting information.

Successful rescheduling requires a clear, structured process. Without good organization, information gaps, technical issues, or participant confusion can arise. A proven process includes the following steps:

First, gather all relevant information from stakeholders. Determine the bottlenecks, affected events, and possible alternatives. Is a new date or different location feasible? Can the event be offered digitally (e.g., livestream)? Or does it need to be canceled completely? The whole team must be aligned. Once a decision is made, inform all service providers – technicians, artists, staff, etc.

This step depends on the ticketing system used. Organizers working with full-service providers only need to pass on the information.

Organizers who manage ticketing themselves need to act: either duplicate the event or change the date. Existing tickets are then reassigned to the new date. It’s also advisable to create forms for refunds or rescheduling to collect customer data quickly. Your ticketing provider can confirm what’s possible here.

Effective communication determines how well the change is received. It affects the support and finance workload, public perception, and revenue. Key steps for successful communication during rescheduling:

• Create email templates with clear language and instructions.
• Prepare posts for social media and your website.
• Provide a rescheduling link or form.
• Answer frequently asked questions (e.g., ticket validity, deadlines, refund options).

Smooth payment processing is just as critical as communication for customer satisfaction. Consider these questions:

• Which revenue can be retained?
• Which refund alternatives are offered?
• How is the customer decision documented?

Finally, regular internal briefings are recommended. Ensure your support team and hotline have up-to-date information and communicate consistently. Creating an internal FAQ benefits multiple teams and ensures clarity – especially for customer service.

A frequently underestimated but essential aspect of rescheduling is your General Terms and Conditions (GTC). These serve as legally binding agreements between customer and organizer and protect both parties in case of claims. Only legally correct GTCs provide safety in case of disputes.

Your GTC should cover:

• What applies in case of cancellation or changes (e.g., rescheduling options, deadlines).
• Which refund types are allowed (e.g., vouchers instead of cash).
• How force majeure is defined.
• How and when customers are informed.

Depending on your ticketing setup, you have more or less control over the GTC content. If a third-party provider manages your ticketing, their GTC apply. If you use a SaaS system and manage ticketing yourself, you can set your own terms. Be careful not to be overly generous, as this increases workload and reduces revenue.

We also recommend regular legal review and updates of your GTC – for example, in light of new voucher laws. Well-prepared organizers can act quickly and safely in emergencies.