British Olympic Association: Beijing Olympics 2008 Tour Programme

Beijing Olympics 2008 Tour Programme

The brief

  • Officially appointed by the British Olympic Association - as well as 17 other National Olympic Committees (NOCs) across the world - to market, sell and operate Beijing 2008 packages and tickets

  • Design a range of products to suit the diverse requirements of travelling guests, from sports fans and relatives of competitors to corporate guests and key sponsors

  • Consider price and time considerations of all guests and to provide the opportunity for pre and post Games touring in China

Our response

  • Sportsworld designed 80 different travel packages under distinct travel programmes:
    - Escorted: fully escorted tours including event tickets, accommodation, all transfers, excursions, meals, etc.
    - Leisure: independent packages allowing clients tailor their tour to their requirements by requesting specific tickets, flights and excursions, extending their stay or travelling elsewhere in the region
    - Bespoke: custom-designed tours for larger (predominantly corporate) groups ensuring exclusivity and intimacy
    - Ticket only: for customers with pre-arranged local accommodation wanting event tickets in isolation

  • We contracted a range of hotels across the Games period to accommodate different budgets: Gold (deluxe), Silver (superior), Bronze (standard) and Supporter (budget), with dates and durations ranging between 4 and 18 nights to allow guests a wide range of potential event choices and Olympic experiences

  • We managed a vast logistical operation, facilitating the movement of coaches, MPVs and private vehicles between airport, hotels, venues and restaurants

  • We trained and assigned dedicated Programme Managers and client teams to ensure the highest standards of customer care for our guests and solve the problems that arise in a logistically challenging Games environment and different local culture; over 50 local and international staff were recruited to help guests onsite

The results

  • Overall, Sportsworld successfully managed 1,700 package guests; 70,000 tickets; 9,000 room nights; 3,000 airport transfers; 1,400 excursions and extended trips; 1,000 flights

  • Notwithstanding operational complexities in China and major event supplier price increases, excellent public customer satisfaction scores were received: 80% of guests rated their overall experience as good or excellent; 81% rated it as value for money; 90% would recommend us to others

  • Outstanding corporate client results: 100% felt their hosting objectives were completely met, rated their experience as value for money and would recommend us to others; 90% of guests rated their overall experience as good or excellent

  • Sportsworld has been re-appointed by client NOCs participating in the Winter Olympics for Vancouver 2010, and we are in discussions with many regarding London 2012

  • Insights into the Olympic experience from both our own programme staff and hosted guests were gathered by focus groups and research questionnaires; these have been shared with a view to helping make the London 2012 spectator experience the best it can be


“Sportsworld has been a trusted commercial partner of the BOA since 1984. Their service delivery in an Olympic context is second to none and they are experts in navigating the minefield of logistical challenges, pre-empting or solving problems before others know they have even arisen. By all accounts, the programme they delivered in Beijing was their best yet and it is good to know there is a British specialist Olympic agency out there to meet the needs of incoming guests.”

Andy Hunt, Chief Executive, British Olympic Association