
37MIKE BURTON |
BEST PRACTICE REPRESENTATIVE 2019
At the time, leading governing
bodies had little understanding of
our knowledge and experience in
the sports travel industry, but in the
search for ways to interact and live
their brands through their clients and
fans, the creation of brand-led official
travel experiences was identified as the
perfect engagement tool.
The dynamic of world sport was
changing rapidly and at the same
time as the sports travel element of
the business was launched, Andrew’s
second vision was to transform the
hospitality offering at blue riband
sporting events like Rugby World
Cup and Olympic Games. We
combined our business acumen and
knowledge with the financial strength
and infrastructure of the service
specialists Sodexo to create Rugby
Travel Hospitality, which has since
become Sports Travel Hospitality,
now one of the leading operators
of official hospitality and travel
programmes across the globe for
major sportingevents.
In 2005, alongside the RFU, we have
created a joint venture company
called England Rugby Travel, to
provide ticket-inclusive travel and
event experiences to England fans at
all major internationals, home and
away. The key difference for England
Rugby Travel in the marketplace lay in
its use of the England Rose and brand
alignment to England, which proved
a powerful tool with fans, while our
service levels, attention to detail and
proximity to the England squad, thanks
to exclusive special events with the
coaching team, led to unanimous
customer satisfaction.
While the business still operated highly
successful hospitality products, the
scope of what we did was changing
and we began planning for the future
by using the sports travel template
to engage with new governing
bodies and partners to keep one
step ahead of the competition. By
2011, the business evolved again. By
harnessing longstanding relationships
within The British and Irish Lions, we
proposed the creation of a second joint
venture company for the 2013 tour
to Australia, and Lions Rugby Travel
wasborn.
This was a huge development for
both parties. For the Lions, it allowed
them greater access to their fan
base and in turn more leverage to
their brand proposition because it
provided them with a platform to offer
a more Lions-centric experience for
travellingsupporters.
The result is greater reassurance
in terms of the quality of ticket-
inclusive travel products on sale,
while we have been able to provide
unique and specialist travel and event
knowledge for the delivery of the tour
for The Lions, sponsors, partners and
supporters and subsequently delivered
more than 4,000 ticket-inclusive
travel packages to Australia. Our way,
however, is to continue to develop our
offering by understanding the needs of
eachclient.
Lions Rugby Travel
clients get together at
the “Eve of Test” event
at the British & Irish
Lions Tour 2017, New
Zealand, Wellington
The creation of
brand-led
official travel
experiences was
identified as the
perfect
engagement
tool
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