A recent survey by Advanced Ticketing has revealed that more than half of rugby supporters would be interested in package hotel deals included with the cost of a ticket.

The prospect of being able to include the cost of a hotel in the price of a match day ticket was very appealing to Aviva Premiership side Worcester Warriors. The Warriors’ head of commercial development, Tom Ryder said that he thinks the idea could definitely have legs.

The concept of adding hotel cost is something that no sports club in the UK is currently doing. Being able to buy a hotel ticket within the cost of a match ticket on the club’s website was said by Ryder to be a very viable option.

“That would be very much of interest to us,” said Ryder speaking to Leisure Opportunities. “I think it would be fantastic if we could fill a nearby hotel and get a cutback of the profits. “We’ve done a similar thing for away-based travellers using an online booking form that would link to a preferential site, but never actually incorporated on our site into the ticket price. Our home base is generally within 60 minutes but for away fans it could be very beneficial.”

Other key findings in the study revealed that 74 per cent of respondents chose to book their tickets online through a website.

“We’ve invested quite heavily over the past couple of years in online presence to help keep up with demand,” said Ryder. “We’ve learned the nature of our supporters who for example could be big game hunters, bargain hunters and weekend or friday hunters. Knowing who is coming through our turnstiles is absolutely key for us.”

Based on Advanced Ticketing’s data, Ryder said he felt there were a number of benefits to knowing about the club’s audience.

“Marketeers and sponsors are always looking for potential customers. People want to align themselves with a certain company and we can present the statistics of our clients, for example in a certain area or a certain postcode,” he said. “The marketing element to it is with this data we can personalise our advertising to each individual member of our audience.”

Mark Dewell, MD of Advanced Ticketing also said that the incorporation of hotel cost into a ticket was a very viable option, with previous similar models including match day programmes and shirts included in the price of a ticket purchased from club websites.

“We haven’t made the functionality live for hotels although we have for travel,” said Dewell speaking to Leisure Opportunities. “Leeds United football club has incorporated things such as official coach trips into ticket price which has proved successful.”

Dewell also said he believed a club website to be key for the purpose of selling tickets and other add-ons, with the benefits to the club outweighing the negatives.

“We work really hard on the online shop windows for club websites to make it as connective and enjoyable an experience as possible,” said Dewell. “Helping drive people to a club’s website is cost effective and also beneficial in other ways for a club. Aside from saving them money they get data they otherwise wouldn’t have access to from outsourcing their work. Knowing what is relevant to that individual empowers the supporter and informs the club about data they may not otherwise have access to."