Williment Travel Group
Williment Travel Group is a New Zealand sports and events tour specialist founded in 1967, packaging tickets, accommodation, and flights for major global events (F1, Supercars, Australian Open, NRL, Melbourne Cup) for Kiwi consumers and corporate groups, operating as a subsidiary of Helloworld Travel Ltd.
- Company typePrivate
- Founded1967
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Williment Travel Group does
Williment Travel Group Limited is a privately held New Zealand travel agency founded in 1967 by former All Blacks fullback Mick Williment, headquartered in Auckland and currently owned by Helloworld Travel Ltd. The company operates two business lines: Williment Travel, a direct-to-consumer sports and events tour specialist that packages event tickets, accommodation, flights, ground transfers, and hospitality into all-inclusive itineraries for major global sporting events (Formula 1, MotoGP, Supercars, NRL Grand Final, Australian Open and other Grand Slams, Masters and The Open golf, Melbourne Cup and Darwin Cup horse racing, NFL Melbourne, Boxing Day Test cricket, EPL, and 2027 Women's World Cup); and Williment Events, a corporate conferences and incentive group travel division established in 2005 with 20 years of operating history.
The company sells packages directly through its website (williment.co.nz), phone hotline (0800 000 045), email, and enquiry forms, supplemented by Facebook, Instagram, and email newsletter marketing. Its core competitive position rests on a portfolio of official/authorized reseller and authorized-agent relationships with premium rights holders — Australian Open Travel & Experiences, F1 Experiences, MotoGP, NRL Telstra Premiership Grand Final, Supercars Australia, and Pacific Airshow Gold Coast — which grant access to guaranteed authentic event inventory that competitors without such designations cannot reliably secure. Pricing is per-package with deposits of typically 50% plus full flight costs required at booking, balances due pre-departure, and all payments non-refundable; packages span roughly NZ$999 entry-level to NZ$7,336 single-occupancy Supercars tiers.
Geographically, Williment serves New Zealand consumers traveling to events in Australia, UK/Europe, USA/Canada/Hawaii, Asia, the Middle East, and beyond. The business is a traditional, high-touch, relationship-driven packaging operation with no disclosed technology platform, AI/ML capabilities, APIs, or proprietary software — its value creation is based on supplier relationships, brand heritage, and curated expertise rather than technology differentiation. Under Helloworld ownership, Williment operates as a specialized sub-brand within a broader travel distribution group rather than an independent scale player.
Williment Travel Group firmographics
Firmographics- Name
- Williment Travel Group
- Legal name
- Williment Travel Group Limited
- Website
- https://williment.co.nz
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Williment Travel Group is a New Zealand sports and events tour specialist founded in 1967, packaging tickets, accommodation, and flights for major global events (F1, Supercars, Australian Open, NRL, Melbourne Cup) for Kiwi consumers and corporate groups, operating as a subsidiary of Helloworld Travel Ltd.
- Ownership category
- akta.pro rank
Williment Travel Group industry classification
Industry- Product category
- Sports Travel Services
- NAICS
- Tour Operators (561520), Travel Agencies (561510)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Group & Small-Group Custom Itinerary Planning (THAKAOAF)
- akta.pro secondary industries
- Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB), Group & Series Tour Operators (Seat-in-Coach/Fixed Departures) (THAKAEAD), Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE)
Keywords
Where Williment Travel Group is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Williment Travel Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Package Tours and Travel Services: Williment Travel generates revenue through the sale of packaged sports and events tours that bundle event tickets, accommodation, flights, ground transfers, and optional add-ons such as hospitality upgrades and travel insurance. The company operates on a per-package pricing model with deposits required at booking (typically 50% plus full flight costs) and final balance due before travel dates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | NRL & NRLW Telstra Premiership Grand Final 2026 Classic Package |
| One time/ perpetual license | Pay-as-you-go | NRL & NRLW Telstra Premiership Grand Final 2026 Deluxe Package |
| One time/ perpetual license | Pay-as-you-go | Lexus Melbourne Cup Day 2026 Classic Package |
| One time/ perpetual license | Pay-as-you-go | Lexus Melbourne Cup Day 2026 Hospitality Package |
| One time/ perpetual license | Pay-as-you-go | 2026 Repco Bathurst 1000 Classic Grandstand Package |
| One time/ perpetual license | Pay-as-you-go | 2026 Boost Mobile Gold Coast 500 Package |
| One time/ perpetual license | Pay-as-you-go | 2026 Pacific Airshow Gold Coast Premium General Admission Package |
| One time/ perpetual license | Pay-as-you-go | Queenstown Adrenaline Weekend Package |
| One time/ perpetual license | Pay-as-you-go | NRMA Insurance Test Series Melbourne 2026 |
| One time/ perpetual license | Pay-as-you-go | Australian Open 2027 Land Packages |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Williment Travel Group product offering
Product offeringCore offering
Williment Travel Group is a New Zealand-based sports and events travel agency that designs, packages, and sells curated travel arrangements to major global sporting events. Each package bundles event tickets, accommodation, flights, ground transfers, and optional hospitality experiences into a single bookable tour. The company operates two divisions: Williment Travel for individual sports enthusiasts and Williment Events for corporate conferences and incentive group travel.
Product overview
Williment Travel Group operates as a sports and events travel specialist with two core divisions: Williment Travel focuses on sports and events tour packages, while Williment Events handles corporate conferences and incentive group travel. The company offers comprehensive travel packages to major sporting events worldwide including tennis (Australian Open, Wimbledon, French Open, US Open), motorsport (Formula 1, MotoGP, Supercars including Bathurst 1000, Gold Coast 500, Adelaide Grand Final), rugby (NRL/NRLW Grand Final), cricket (Boxing Day Test at MCG), golf (Masters, The Open), horse racing (Melbourne Cup, Darwin Cup), NFL (Melbourne), and football (Women's World Cup, EPL events). Packages typically include event tickets, accommodation, flights, transfers, and hospitality experiences. The company is owned by Helloworld Travel Ltd and has been operating since 1967.
Differentiator
Problem solved
Functional benefit
Companies that use Williment Travel Group
Customer profileSegments2 records
Ideal customer profiles2 records
Williment Travel Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Williment Travel Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AO Travel & ExperiencescoreWilliment Travel is an Official Reseller for Australian Open Travel & Experiences, offering Official Travel Packages to the Australian Open with premium accommodation and hospitality experiences.
- Formula 1 (F1 Experiences)coreWilliment Travel is an Authorized Sales Agent for F1 Experiences, offering ticket packages for the entire Formula 1 calendar with exclusive fan experiences.
- MotoGPcoreWilliment is an Authorized seller for MotoGP, offering motorcycling event travel packages.
- NRL Telstra Premiership Grand FinalcoreWilliment is an Authorised Travel Provider for the NRL & NRLW Telstra Premiership Grand Final, offering official travel packages with match tickets.
- Supercars AustraliacorePartnered with Supercars Travel offering official travel packages for events including Boost Mobile Gold Coast 500, Repco Bathurst 1000, and bp Adelaide Grand Final.
- Penrite and Grove RacingminorProud partners of Penrite and Grove Racing and the current Bathurst 1000 King of the Mountain, Matt Payne.
- Pacific Airshow Gold CoastminorOfficial travel reseller for the Pacific Airshow Gold Coast event.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Williment Travel Group competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Williment Travel Group social profiles
Digital presenceWilliment Travel Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Williment Travel Group leadership team
Management profileNumber of profiles
Williment Travel Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Williment Travel Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Williment Travel Group
What does Williment Travel Group do?
Williment Travel Group is a New Zealand-based sports and events travel agency that designs, packages, and sells curated travel arrangements to major global sporting events. Each package bundles event tickets, accommodation, flights, ground transfers, and optional hospitality experiences into a single bookable tour. The company operates two divisions: Williment Travel for individual sports enthusiasts and Williment Events for corporate conferences and incentive group travel.
When was Williment Travel Group founded?
Williment Travel Group was founded in 1967. It employs 11 to 50 people.
Where is Williment Travel Group based?
Williment Travel Group is headquartered in Wellington, New Zealand, in the Oceania region.
How does Williment Travel Group make money?
One revenue line is on record: package Tours and Travel Services.
Does Williment Travel Group have an API?
No public API is recorded for Williment Travel Group.
What industry is Williment Travel Group in?
Williment Travel Group's product category is Sports Travel Services. Its primary akta.pro industry code is THAKAOAF, Group & Small-Group Custom Itinerary Planning, with a secondary code of THAJALAB, Bespoke Multi-Day Itinerary Planning & Custom Tour Design. Its NAICS code is 561520 and its SIC code is 7900.