Travel agents in tough battle for World Cup tickets

More travel agents applied for tickets than in France 2007. Photo / Brett Phibbs

Barely 10 per cent of the travel agencies wanting to sell tickets to New Zealand's 2011 Rugby World Cup will get the chance, cup organisers have ruled.

Rugby World Cup Ltd and tournament suppliers Rugby Travel and Hospitality Ltd yesterday confirmed just 20 agencies, from a pool of more than 200, had been given the nod.

RTH chief executive Andrew Burton said the organisation set strict criteria for businesses looking to sell cup travel packages, and on the company's ability to market the tickets.

"We were particularly careful to choose agents with appropriate bonding to ensure consumer protection was in place, especially in light of the economic conditions."

The official travel agents will initially be allocated 100,000 of the 1.7 million tickets. But that is likely to increase significantly as the kick-off date nears.

Overall about 500,000 tickets are expected to be sold through travel, hospitality and media packages.

Mr Burton said he had been surprised at the demand from agents, which boded well for the tournament.

"We have had more agents applying then we did in France 2007."

In the run up to the 2007 event 152 travel agencies expressed interest in being official agents, and 108 put in for the tender. The New Zealand event attracted 214 companies and 119 formally tendered.

Mr Burton believed the attraction was linked to New Zealand's strong association with rugby. "It's a once in a lifetime opportunity and for that reason people want to be part of it."

Travel package prices would be set by the agent and were expected to go on sale from January.

Mr Burton said the packages would cater for a range of travellers, from those seeking a five-star experience, down to those on a budget.

The highest demand had come from Australia and South Africa, but interest was also strong from South America, North America and Asia.

Mr Burton said it was difficult to say at this stage what effect if any the global recession would have.

The company is finalising the agents for corporate hospitality and expects to announce the appointments within five weeks.

Of the 55 companies that have tendered, only four or five are expected to make the final cut. Corporate hospitality packages will then go on sale in February.

The general public won't get a chance to buy tickets until April.

Ticket prices are expected to be announced by the New Zealand tournament organisers, Rugby World Cup 2011, at the end of next month.