By Johan Vartanian · SEO & CRO Specialist at Billetto · Last updated 7 October 2026
Johan helps European event organisers grow their audience through search and conversion optimisation. 5+ years in SEO across marketplaces and content sites.
Quick answer
- Sweet spot: 3–5 panellists, 60–90 minute format, a moderated discussion on a current issue.
- Typical cost to run: £500–£2,500. Ticket price: £15–£69, or free if sponsored.
- The moderator is decisive — a good moderator makes an OK panel good, a bad moderator kills even a top panel.
- Open ticket sales 3–4 weeks before — expect 40% of sales in the final week.
- Format that works: 5 min welcome, 60 min moderated conversation, 20 min audience Q&A, 15 min closing mingle.
A panel discussion is the format that delivers the most perspectives per minute — three to five experts examining a current issue from different angles and having their views subjected to each other's direct scrutiny. When it works, it's some of the most valuable content the audience can consume. When it doesn't, it's three people talking past each other for 90 minutes.
The most common trap is focusing too much on panellists and too little on the moderator. Panellists deliver theirs; a good moderator steers, challenges, and creates rhythm that makes the whole greater than the parts. This guide walks through how to put together a panel that actually earns its keep.
What is a panel discussion?
A panel discussion is a structured conversation — typically 60–90 minutes — where a moderator leads 3–5 panellists through an in-depth discussion of a current topic, often in front of an audience that can ask questions towards the end. The format sits between a seminar (one speaker, one direction) and a conference (many speakers, multiple sessions), which makes it perfect for industry associations, think tanks, media companies, universities, and organisations wanting to create dialogue rather than one-way communication.
Panel discussions work commercially when the topic is timely enough and the panellists profiled enough that the audience will pay to hear them directly. A well-positioned panel discussion with 150 people at £39 generates £5,850 in revenue against £1,000–£2,000 in production costs.
How much does it cost to host a panel discussion?
A panel discussion with 150 attendees in London or Manchester costs typically £1,000–£2,500 to produce. Costs vary with venue, whether panellists are paid, and whether you record and stream. Here's a typical breakdown:
| Line item | Typical cost | Notes |
|---|---|---|
| Venue (2 hours, 150 pers) | £350–£1,200 | Conference room, library, small theatre |
| Moderator fee | £300–£1,500 | Journalist or established expert |
| Panellist fees | £0–£2,000 | Often free for exposure, £200-£500 per profile |
| AV and tech | £200–£600 | Microphones, sound, projector |
| Refreshments and mingling | £8–£15 per attendee | Coffee before, wine after |
| Marketing | £200–£800 | LinkedIn, newsletters, partners |
| Recording (optional) | £350–£800 | Video plus editing |
| Ticketing fees | ~3% of ticket price | Standard Billetto fee structure |
For a 150-person panel with moderator (£1,000), refreshments £12 per person, and £400 in tech, total cost lands around £4,000. With tickets at £39, 150 sold generates £5,850 in revenue — a margin of around £1,850. If you secure a sponsor covering £1,500, the margin doubles. For broader benchmarks, see our overview of event costs.
How to plan a panel discussion, step by step
- Pick a timely question with clear dividing lines. "Should the UK rejoin the single market by 2028?" works. "Economics" doesn't. The question should have at least two distinct sides to create tension.
- Book the moderator first. A good moderator is the single most important factor. Book a journalist or established expert who can steer the conversation, challenge panellists, and manage the audience.
- Assemble the panel with range. 3–5 people with different perspectives (sectors, ideologies, generations). Avoid picking five who agree with each other — that's not a debate.
- Book venue 4–6 weeks ahead. Panel discussions need cinema-style seating, microphones, plenty of space for Q&A.
- Price the tickets. See the pricing formula below.
- Build the landing page. Question in the headline, moderator with photo, panellists with short bios, date and time, agenda, clear booking.
- Open ticket sales 3–4 weeks ahead. Panels sell late — expect 40% of sales in the final week.
- Run a dry-run with moderator and panellists. 45-minute call a week before — go through questions, panellist introductions, timing. Avoid panellists meeting for the first time on stage.
- Send detail email 24 hours before to audience. Address, time, agenda, short panellist intros, encourage them to arrive prepared with questions.
- Run the panel with strict timing. 5 min welcome, 60 min moderated conversation, 20 min Q&A, 15 min closing and mingling. The moderator holds time.
- Distribute recording within 48 hours. Good panels are excellent content marketing afterwards.
Choosing a venue for your panel discussion
The best panel venue has cinema-style seating for 80–200 people, a stage or raised area for the panel, microphones for everyone, good acoustics, and a simple mingling bar. Libraries (British Library, National Library of Scotland), conference rooms, and smaller theatres work well.
Budget £400–£1,200 for 2 hours' rental. Avoid venues with poor sightlines (pillars) or echoey acoustics — panels lose their dynamic when the audience can't hear clearly.
How to price your tickets
The pricing formula for panel discussions:
Ticket price = (cost per attendee + fixed costs ÷ capacity) × 2
The 2× multiplier reflects that panels often have sponsor or partner models, and the ticket needs to be accessible for individual buyers, not just corporate ones.
Worked example: cost per attendee £12 (refreshments), fixed costs £2,500 (moderator + venue + tech + marketing), capacity 150. Ticket price = (12 + 2,500/150) × 2 = (12 + 16.67) × 2 = £57, round to £49 or £59.
Alternative models: free for members of association/community + £49 for non-members, or "Sponsored" (free for audience + sponsor panel funds).
Setting up ticket sales for your panel discussion
The right ticketing platform for panels handles three things: ability to set up multiple tiers (member, non-member, VIP with post-event mingle), collect audience questions at ticket purchase (feeds the moderator's Q&A), and digital distribution of recording after the event.
Member discount tiers are underrated. Associations and networks want to offer their members reduced prices. Billetto supports discount codes you can send out to your member list.
Audience questions at booking: a custom field "What question would you ask the panel?" gives the moderator material to work with and engages the audience early. Billetto's custom fields at booking let you collect this openly.
Payment methods: Mastercard, Visa are default. Companies sending staff want to invoice. Billetto supports both. Two other Billetto details worth flagging: no listing fees, and attendee data that's excellent audience for the next panel — audiences that come to a good panel return.
Promoting your panel discussion
Panel discussions are marketed on the combined reach of panellists and moderator. Our 12-week event marketing timeline gives structure, but three channels dominate:
Panellists' own LinkedIn networks. Ask each panellist to post 1–2 times about the event. Combined reach of 4 profiled people can cover the whole ticket sale.
Industry newsletters and media. Panel discussions on current topics are journalist magnets. Send press release 2 weeks before.
Sponsors' and partner organisations' channels. If you have financial partners, let them post with clear link. Often covers 30–40% of sales.
Legal and licensing considerations
For UK panel discussions you need:
- Self-employment registration with HMRC. Limited company is standard for recurring operation.
- VAT registration if turnover exceeds £90,000. Standard 20% VAT.
- Public liability insurance — event policies from £15.
- Contract with panellists and moderator — fee, recording rights, preparation time.
- GDPR handling — audience questions and attendee list.
Frequently asked questions
How many panellists should the panel have?
3 for focused conversation, 4–5 for broader perspective. Over 5 makes it hard to give everyone time and the conversation becomes shallow.
How important is the moderator?
Single most important factor. A good moderator makes an OK panel good. A bad moderator kills even a top panel. Invest in the moderator.
Should panellists be paid?
Depends on profile. Journalists, politicians, and established experts often charge £200–£500. Business leaders and academics often do it for free in exchange for exposure.
How far in advance should I open ticket sales?
3–4 weeks. Panels sell late — 40% in the final week.
What's a typical no-show rate?
15–25% for paid panels. Free events can be 40–60%.
Related guides
- How to host a seminar — one speaker instead of many.
- How to host a conference — larger format with multiple sessions.
- How to host a networking event — for more social focus.
- How much does it cost to organise an event? — broader cost benchmarks.
Start selling tickets to your panel discussion
Billetto makes it simple to sell tickets to a panel discussion with multiple tiers (member, standard, VIP), custom fields for audience questions, and attendee data for follow-up. Create event on Billetto and have ticket sales live the same day.
