Comparing ExpoFP and Swoogo? One is a floor-plan-first platform for booth sales and attendee navigation; the other is a registration and event marketing platform. Here is how they differ — and where they overlap.
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No app
needed for web wayfinding
Swoogo is an event marketing and registration platform built for teams that run a portfolio of events — conferences, field marketing programs, webinars, internal events, and hybrid gatherings. Its publicly documented capabilities center on highly customizable registration (conditional logic, unlimited registration types, automated workflows), a white-labeled event website builder, email marketing, analytics and reporting, 30+ integrations, and onsite tools including the Go Onsite check-in app and the Go Attend mobile event app. Swoogo publishes indicative pricing on its website — its Professional plan is listed from roughly $11,800 per year (based on team size), with a custom-priced Enterprise tier — and it is consistently well reviewed for ease of use and in-house support.
ExpoFP approaches events from the opposite direction: the floor plan. ExpoFP is a platform for building interactive event floor plans that double as a live booth inventory — organizers draw and edit halls, booths, and zones; manage booth statuses in real time; take booth reservations and online booth purchases; and publish an exhibitor directory where attendees can search by company, booth, or category. The published plan embeds directly into the event website, and attendees get turn-by-turn wayfinding in any mobile browser with no app download required. Reporting shows organizers how visitors interact with the plan and which exhibitors get the most attention.
This page is for teams comparing ExpoFP vs Swoogo, looking for a Swoogo alternative for interactive floor plans, booth sales, and attendee wayfinding, or trying to understand how a floor plan software platform differs from an event registration platform. The two products solve largely different problems, so the honest answer for many trade shows and expos is not either/or — it may be both.
The two products solve largely different problems, so the honest answer for many trade shows and expos is not either/or — it may be both.
Your priority is the exhibition floor: an interactive floor plan, booth inventory and reservations, online booth sales, an exhibitor directory, and browser-based attendee navigation — self-service, with published pricing from $149/mo and a free plan to start.
Your priority is registration and event marketing: complex registration paths, branded event websites, email campaigns, check-in, a mobile event app, and cross-event analytics for a whole portfolio of events. Based on public materials, interactive floor plan management and booth sales are not a documented core focus of Swoogo, so trade show organizers often pair a registration platform like Swoogo with a dedicated floor plan tool.
Swoogo capabilities are based on publicly available materials as of July 2026; items marked “should be confirmed” are not clearly documented publicly.
| Feature | ExpoFP | Swoogo |
|---|---|---|
| Interactive event floor plans | Core productZoomable, interactive plans built in a dedicated editor | Not a documented core focus; the Go Attend app can display event maps to guide attendeesCapabilities should be confirmed with Swoogo |
| Floor plan editing | Full drag-and-drop editor for halls, booths, aisles, and zones; edits publish live | No publicly documented floor plan editor; should be confirmed with Swoogo |
| Booth management | Map-based booth inventory with statuses, sizes, pricing, and assignments | Exhibitor and sponsor logistics (booth assignments, sponsorship packages) are referenced in public materials; map-based booth inventory is not documented |
| Booth reservations | Built inExhibitors request or reserve booths directly on the live plan | Not publicly documented; should be confirmed with Swoogo |
| Booth purchases online | Yes, on paid plansSubscription + Payments from $269/mo for events up to 100 booths | Not publicly documented as a native capability |
| Real-time booth availability | YesSold, reserved, and available statuses update live on the public plan | Not publicly documented |
| Exhibitor profiles / listings | YesExhibitor directory with logos, descriptions, categories, and links, tied to booths | YesCustomizable sponsor pages with branded images or video banners |
| Search by booth, company, or category | YesBuilt into every published plan | Website search and agenda tools existBooth-level directory search is not documented and should be confirmed |
| Attendee wayfinding | YesTurn-by-turn navigation to any booth or point of interest, in the browser | Go Attend app includes event maps showing sessions, booths, and facilitiesTurn-by-turn navigation should be confirmed with Swoogo |
| Mobile / browser experience | Web-firstWorks in any mobile browser, no app download | Responsive websites plus native mobile apps (Go Attend for attendees, Go Onsite for check-in) |
| Multi-floor / multi-building support | YesMultiple levels, halls, and buildings in one plan | Not publicly documented for maps; should be confirmed |
| Website embedding | YesEmbed the live plan and exhibitor list into any website with a snippet | Swoogo builds the event website itself; embedding widgets into external sites should be confirmed |
| Self-service setup | YesFree plan and trial; build and publish a plan without sales contact | Demo-led sales process; the platform itself is known for fast, easy event setup once onboarded |
| Lead retrieval / capture | Exhibitor-focused: booth traffic and profile engagement analytics; lead capture via integrations | Registration data capture is a core strength; onsite check-in tracking; dedicated lead retrieval should be confirmed with Swoogo |
| Public pricing | YesFree plan, 7-day trial, DIY from $149/mo, all published | PartiallyIndicative Professional pricing (from ~$11,800/year by team size) is published; Enterprise is custom-quoted |
| Product scope | Floor plans, booth sales, exhibitor directory, wayfinding, plan analytics | Registration, event websites, email marketing, check-in, event app, analytics, integrations |
| Best fit | Trade shows, expos, and exhibitions where the floor plan drives revenue | Conference and event marketing programs where registration drives everything |
| Ideal buyer | Show organizers, venues, and agencies selling booth space | Marketing and events teams running many events per year |
For exhibition-led events, the floor plan is not a nice-to-have — it is the sales tool, the exhibitor directory, and the attendee map all at once. Teams choose ExpoFP when that is the job to be done:
If your program is registration-heavy — complex attendee types, conditional registration paths, paid ticketing, branded event websites, email campaigns, and cross-event reporting — Swoogo is the more complete tool, and that is by design. Event marketing teams running dozens of conferences, field events, and webinars a year value its unlimited-events model, white-labeled website and email builders, in-house support, and onsite check-in and mobile app options. ExpoFP does not try to replace any of that.
The core difference is where each product starts. ExpoFP starts at the exhibition floor: every feature — booth inventory, reservations, online purchases, exhibitor listings, wayfinding, analytics — exists to make the physical floor plan easier to sell and easier to navigate. If your event's revenue and attendee experience revolve around booths, a floor-plan-first tool gives you depth that general-purpose platforms do not publicly document.
Swoogo starts at registration and marketing: capturing attendees, building websites and emails, moving people through check-in, and reporting on the whole funnel. That breadth is exactly what portfolio event teams need, but based on publicly available materials it does not extend to interactive floor plan editing, live booth availability, or online booth sales. Neither product is a superset of the other — the tradeoff is depth on the show floor versus breadth across the event lifecycle.
Because the products are adjacent rather than overlapping, many trade show teams could reasonably run both: Swoogo (or a similar platform) handles registration, websites, and email, while ExpoFP handles the floor plan, booth sales, and navigation. ExpoFP is designed to slot into that kind of stack rather than compete with it.
A typical setup looks like this:
A free plan, a 7-day full-featured trial, and published DIY pricing from $149/mo — embeddable into whatever site you already run.
Common questions for teams comparing ExpoFP and Swoogo.
For floor plans, booth sales, and wayfinding — yes. For registration and event marketing — no. ExpoFP is a Swoogo alternative in the specific sense that trade show organizers evaluating Swoogo for exhibitor-facing features may find a floor-plan-first platform a better fit for that part of the job. Teams that need full registration, websites, and email should treat the two as complementary rather than interchangeable.
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Information on this page is based on publicly available product materials and may change over time. If you represent this product and would like us to correct or update anything, please contact us. This is ExpoFP's own comparison and reflects our perspective based on publicly available information and user-facing product research.