TICKET agent Applause has placed its inventory on the Web giving the travel trade direct on-line access to thousands of West End tickets for the first time.
Until now, operators have been allocated a set number of tickets by the agent and any additional tickets have had to be booked by phone. The new system allows operators to book as many tickets as they like over the Internet.
Director of sales and operations John Wales said:”In the past, problems have arisen because our clients have not had easy access to tickets. A lot of them have been asking us to do this.”
Initially, the site will carry details of all West End shows, but Applause plans to place details of other events, such as the Chelsea Flower Show, on-line. Each operator will be allocated a password which will give them access to their own page with details of special rates they may have negotiated with Applause.
Wales estimates that 40 operators out of a client base of 250 will be using the site within a year. “But the way trends are going with on-line sales I am sure that will rise,” said Wales.
Long term, Applause plans to create links with operators’ Web sites so agents logging on to operator sites will be able to view the available tickets. “This will protect commissions for operators and give a commission to the agent,” said Wales.
Applause sells 15,000 West End theatre tickets a week, but expects to see that figure increase by 15% or 50,000 a year. Last year the company grew by 25% after it expanded its sales team with the addition of four sales managers and the appointment of Wales. With the introduction of the on-line booking facility, growth should reach 40% in 2000.