Summer holidays in 2011 to be given Olympic boost

Disappointed athletics fans who did not manage to get a ticket for the 2012 Olympics in last week’s lottery draw say they will book a summer holiday instead.

 

A third of adults who took part in the bidding process for Olympic tickets said they had held off spending on pricey purchases like holidays, according to research.

 

The huge amount of people left disappointed – most got less than 20% of their preferred allocation at the close of the ballot last week – means summer 2011 holiday sales look likely to pick up, state the researchers, Arena Media.

 

Of the 1000 people surveyed, 63% of those who applied for tickets didn’t get any of their requested allocation, 35% got some of what they wanted, and just 2% got most or all. Business director at Arena Media, Chris Armond, said: ‘Whilst not good news for those wanting to attend the Olympic Games, it is great news for travel companies as these consumers have now freed up significant sums of money that may be able to spend on booking their summer holiday.

 

‘The uncertainty with the ballot process made people hesitant about making major purchases until they found out how much they were committed to.

 

‘With the vast majority of people being disappointed in the ballot, and more realistic about their chances of getting any tickets, many people will be more willing to book their summer holiday now.

 

‘The question about holidays was focused on current spend for this summer.

 

‘The main thought that came through from this group was cautiousness, especially if they may have overextended themselves a little in bidding for tickets.

 

‘It seemed to be more of a factor in those spending £500-£1,500. They wanted to know how much they might be liable for and how going to manage it before committing significant spend on other things.’

 

Also revealed was that most respondents seem to have got one or two events at most, and that three quarters of respondents will for the second-round ballot options before deciding what to do next in pursuit of tickets.

 

A spokesman for ABTA said: ‘If this research proves accurate it will provide a welcome boost to the late booking market.’

 

Director of retail distribution at The Co-operative Travel, Trevor Davis, said: ‘Sales last week at The Co-operative Travel’s high street branches were ahead of budget and up on the same period last year, and whilst we don’t have any evidence to suggest that this has happened as a result of the Olympic ticket ballot, neither can I rule it out.’