Game Travel Trend.
There’s a shift happening in travel right now and if you’re not clocking it yet, you’re about to.
Sports travel is no longer niche or for corporate hospitality only. It’s the moment. What used to be trips built around one-off championships has evolved into something much bigger. I am now finding myself designing entire itineraries around the energy of live sport. And with the UN estimating sports tourism at a $680B industry, this isn’t a trend… it’s a takeover.
Why? Because the way we travel has changed. We’re choosing experiences over things! We want to feel adrenaline, connection and atmosphere. We’re keeping up our wellness routines, staying active, and craving those “you had to be there” moments that just don’t translate through a screen.
In a world that can feel a bit chaotic, sport is one of the few places where competition still feels healthy, unifying, and exciting. There’s something about a stadium, a race track, a final set and that collective energy just hits different.
This year’s calendar is stacked. The Milano-Cortina Olympics set the tone, and now it’s a global run: the FIFA World Cup across North America, the NFL touching down in cities like London and Paris, tennis at Wimbledon Championships and the other Grand Slams, and Formula 1 continuing its high-glam takeover. Not to mention golf, cricket, paddle and sailing has seen an up tick. people are travelling for the moment.
Hotels? They’re not just watching but they’re fully in it.
• Sponsorships & partnerships are getting serious (IHG Hotels & Resorts x Six Nations & European rugby, Formula 1 collaborations, etc.)
• Game-day access is next level — VIP tickets, private lounges, behind-the-scenes moments
• Athlete access is becoming a thing not to just corporate sponsorships
• Wellness & fitness has had a glow-up — think reformer Pilates, padel courts, golf simulators, not just a treadmill in the corner
• Brand collabs are shifting sporty (hello Lululemon, Alo Yoga, Lacoste energy)
• Merch is elevated — not just a tote, a whole lifestyle
And if you want to do it properly? Stay where the moment is and gain VIP access by booking with a trussed travel team like The Travel Collective based in London who have the relationships with not only hotels but the sponsors and ticket agents Because the trip isn’t just about where you go anymore — it’s about what’s happening when you’re there.
If you’re planning around key events, booking early isn’t optional — it’s strategy. For best rooms, the best access and the best experiences please get in touch