Travel to sporting events is in danger of becoming so over-priced that games could end up with empty seats despite enjoying record TV viewing figures.
At a debate on the future of sports tourism, Thomas Cook Sport managing director Danny Talbot admitted the issue of price should serve as a wake-up call to the industry.
Speaking about what could happen over the next few years, he said: “You will see record TV viewing figures but chair fillers (cheap tickets sold locally). You could have that situation because actually going to the events has become more expensive.”
Tour operators blamed rights holders, who are the official ticket providers for sports events, as well as hoteliers for inflating prices.
Tui Travel sports division managing director Marc Bennett admitted: “If we are allowed to buy tickets effectively and well then customers will get a well-priced package.
“All roads lead to the rights holder and whether they are putting expensive prices in the market. The buck lies with the governing body.”
He predicted a “tipping point” at which customers will decide sports tours are too expensive, but insisted: “There are many affordable exciting sports experiences to be had.“
Former cricketer Allan Lamb, who runs his own sports tours business, said increasing prices were leading to DIY tours. “More people are putting together their packages and finding their own tickets.”
Both Tui and Thomas Cook said sports packages would remain popular as long as “everyone down the supply chain doesn’t go potty” by raising prices to unaffordable levels.
Talbot even predicted sports packages would replace main family holidays during the recession for some, while Bennett stressed the need for operators to add value by offering other experiences.