Fans want to find those distinctive and memorable moments that can instil the idea of the ‘trip of a lifetime’ - creating winning experiences that last much longer than the event itself. Why they are doing so in greater numbers is the result of a combination of factors:
The increasing number of sports and music events has resulted in a huge rise in fans travelling to watch their favourite teams and artists.
More countries than ever now host international sports tournaments and music events, drawing fans from all over the world and these loyal fans are looking to make such trips extra special occasions.
Our report, The Value of Sports and Music Tourism, explores what global sports and music fans want from their travel experiences, how they are prepared to elevate their trip and how much they are spending.
Executive Summary
Sports and music have the power to transcend borders, age and gender, generating a sense of togetherness and unity among travelling fans.
The Value of SPORTS AND MUSIC TOURISM
The new
travel experiences
More than four in five (83%) have travelled by plane for sports and 71% for
music in the past three years or plan to do so in the coming 12 months.
With sports and music tourism on the rise, it’s clear that fans are enthusiastic participants, both domestically and internationally.
Loyal fans
Collinson International is a global leader in airport experiences, loyalty and customer engagement solutions and the owner and operator of Priority Pass, the original and market-leading airport experiences programme, and LoungeKey.
Our latest research provides insights into the fans’ travel habits through which we can create strategic customer engagement solutions to help increase brand engagement, loyalty and cross-border spend.
Rising Values
*Global Markets Insights, Sports Tourism Market Forecast 2024 – 2032
**Custom Market Insights, Global Music Tourism Market 2024–2033
While the majority of fans travel domestically, almost half (46%) of sports and two in five (42%) music fans travel internationally. Of those who travel internationally, 84% have travelled to a new city or country for a sports or music event and of those, 31% said they have gone back – with a further 30% planning to return at some point in the future. Those who do travel internationally are more likely to be under the age of 24, a key demographic to watch for future opportunities as they continue to travel for sports and music events. In addition, over half (56%) travel for events more than once a year, with 22% attending three or more events annually.
Most popular cities sports and music fans travel to
After football (soccer), basketball is the second most popular sport that people travel for (27%), followed by the Olympics, Formula 1 (both 26%) and tennis (21%). On the other stage, music events attracting fans the most include Rock in Rio, Coachella and Tomorrowland and the most popular artists are Taylor Swift,
Travis Scott, Vasco Rossi and Ed Sheeran.
The majority of music (78%) and sports (76%) fans like to arrive between one and three days before an event, while 80% of music fans and 79% of sports fans like to stay one to three days after an event.
Their chosen event may be the primary reason for travelling but it is part of their overall trip and not an isolated experience.
Fans are keen to explore and the proliferation of global sports and music events is generating a corresponding demand in travel that offers opportunities to visit new countries and cities perhaps not previously considered. Because they’re more likely to return, they also present potentially huge economic uplifts for local businesses in the future.
Travel Spend
At the airport
Biggest spenders
Event travellers prioritise relaxation at the airport but as already noted, do make purchases, particularly those travelling with friends compared to solo travellers. Again, sports fans aged between 25 and 34 spend the most at the airport.
More than two-thirds (70%) of this age group will spend more than $50 compared to 64% of all travellers. Similarly, their peers travelling for music events are more generous in their spending with 49% parting with $50 or more.
At the airport
The typical spend for event travellers at airports is $100 (44%) but this varies considerably with those travelling for Formula 1 (32%), the Olympics (31%) and basketball (30%) prepared to spend $200 or more. As for those travelling for music, 25% are prepared to spend $200 or above.
Sports fans aged between 25 and 34 spend the most at the airport. More than two-thirds (70%) of this age group will spend more than $50 compared to 64% of all travellers. Similarly, their peers travelling for music events are more generous in their spending with 49% parting with $50 or more.
The whole trip
Sports fans are the biggest spenders. Over half (51%) of these travellers exceed $500 per trip, of which 29% spend more than $1,000, especially so for international visits (35%), while notably 17% of respondents in Asia spend more than $2,000. The 25-34 age group spends the most overall, with a third (33%) exceeding $1,000 for sports and 31% for music events.
Travelling
as a team
Sports and music can provide incredible and long-lasting memories and many fans will travel to events with others to enjoy such shared experiences. A third of fans (33%) travel to sports or music events with just their partners with travellers from Mexico the most likely to do so.
These types of experiences present a great opportunity for travellers to relax before or after watching their favourite team or artist. A recent Priority Pass survey found that 53% of respondents believe that visiting an airport lounge helps them to switch off when travelling.
The uptake of airport lounges is higher among those spending more money on the trip overall. Interestingly, those travelling to basketball events (48%), Formula 1 (45%) and the Olympics (44%) are more likely to use lounges.
In addition, 45% of music event spenders and 40% of sports event spenders exceeding $1,000 use lounges. However, airport lounges are still accessible for moderate spenders – 34% of those spending over $250 tend to visit a lounge when travelling to an event.
Almost half (47%) of fans have used airport experiences when travelling for an event, which includes visiting an airport lounge (29%), gaming lounges (16%), sleep pods (13%) and spa (12%).
Airport experience
It’s not just fans who lap up the lounge life. Tournament travel can be a gruelling experience for athletes and they’re looking for ways to make their travel experiences as seamless and comfortable as possible.
That’s why Collinson International partners with leading sports organisations, including the Women’s National Basketball Players Association (WNBPA) and the Professional Tennis Players Association (PTPA) through the Priority Pass programme. These partnerships illustrate our commitment to helping fans and professionals alike travel with ease and confidence.
Top reasons for fans to visit airport lounges
Enjoy a calm space
The benefits of loyalty
Over half of event travellers (55%) participate
in loyalty programmes. Most have joined loyalty programmes that offer discounts on flights (52%), tickets (43%), points/miles (41%),
or accommodation (40%). Over a third (38%)
of event travellers would choose a payment card that offered exclusive travel benefits such
as an event package (flights, accommodation, transfers and tickets), travel insurance (38%) and airport lounge access (33%).
Airport lounge access is a popular travel benefit through payment cards, particularly for travellers from India (43%), Hong Kong, UAE, Australia (all 41%), Singapore (40%), Germany (34%), UK (33%) and Brazil (32%).
How fans build their travel itineraries feeds into their overall experiences. There is a range of options for music and sports fans, from travel agents and package deals to sports clubs and music associations. Over half of travellers (54%) use travel agents when booking a package deal for an event, more so for sports fans (58%) than music fans (55%), with event travellers from Thailand (74%), India (69%) and Brazil (68%) most likely to use travel agents.
Travel plans
Percentage of fans that use travel agents when booking a package deal
Sports fans
Music fans
54%
of all event travellers use travel agents to book a package deal
47%
of sports travellers book package deals through a sports club
40%
of music travellers book international package deals with music associations
58
There is a huge variety in the types of fans travelling in terms of regional variations, age ranges, travel groups and the sports or events they are visiting. Each group or set of fans demonstrate differences in travel behaviours throughout their journeys but it’s clear they are looking to elevate their overall travel experiences to make their trips that much better. Travel benefits such as airport lounge access and related airport experiences feed into this; helping to make their journey more seamless and enjoyable.
Understanding travellers’ behaviours provides the insights to better engage with them not only at the airport but throughout their trip. In the knowledge that fans are increasingly interested in making a bigger trip out of a specific event, there are ample opportunities for retail, financial services, travel, and hospitality providers to best tailor their travel rewards and benefits.
Collinson International is a global leader in the provision of airport experiences, loyalty and customer engagement solutions and the owner and operator of Priority Pass, the original and market-leading airport experiences programme and, LoungeKey. Through our understanding of the needs, behaviours and spending habits of frequent travellers, we can create strategic customer engagement solutions that are customer-centric and data-driven, helping businesses boost engagement, build loyalty and drive additional value.
About Collinson International
Collinson International has commissioned this research independently. The report is not endorsed by any party mentioned herein.
When asked what cities travellers would visit, Sydney came out as the top destination (27%), followed by London (25%), Barcelona and Dubai (both 24%) and Paris and New York (both 23%).
When asked what reasons fans visit airport lounges, 54% of music and 53% of sports fans said to relax and unwind, 50% of music and 49% of sports fans said to take advantage of food and drink options, and 48% of music and sports fans said to enjoy a calm space.
Currency in USD.
Notes
Barcelona
While 46% haven’t booked a package with a travel agent, over 1 in 4 (29%) would consider it if available.
Also significant is the importance of airport experiences for package travellers. Nearly two-thirds of travellers (60%) who visit airport lounges are more likely to use travel agents, with 22% interested in lounge access, sleep pods (14%) or spa access (14%) being included in their package deals.
"The growing and global fanbase that will travel to iconic sports and music events is looking for unforgettable experiences and are prepared to spend significantly to make their trip extra special. Fans are by definition synonymous with loyalty.
Sports tourism
to reach
2032
1.33
$
tn*
Music tourism
to reach
2032
13.8
$
bn**
said they have gone back
31%
have travelled to a new city or country for a sports or music event
84%
Dubai
Paris
Sydney
New York
plan to return in the future
30%
EXTRA TIME
Encore!
spend more than $200 at the airport
38
Music fans from
Mexico
39
%
UAE
%
40
Sports fans from
spend more than $1,000 on their trip
Hong Kong
45
%
UAE
%
41
Music fans from
UAE
43
%
Hong Kong
%
On the whole trip
%
55
%
Sports tourism
worth
2023
564.7
$
bn*
A third of 25-34 year olds spend >$1,000 per trip.
More than a third travel with friends (38%), with the preference being in groups of fewer than five people
(31%). Trips to music events with friends are more popular (40%) than those travelling for sports (37%).
When looking at the split between music and sports trips among genders, it is men who travel more for sports events (56%) than for music events (51%), while women travel more for music events (49%) than for sports events (43%).
The popularity of events tourism for younger travellers is perhaps indicative of the tribal nature of some sports and to an extent, among music fans. As the biggest global sport, it is unsurprising that the majority of travelling sports fans are watching football (soccer) (69%). Indeed, this group demonstrates huge passion, attending both international (72%) and domestic (71%) matches, displaying a willingness to score home and away.
With more sports and music events, fans have more choice of destinations.
The internationalisation of new and existing sports leagues through TV and streaming has encouraged fans to travel, while music fans are finding it may be more cost-effective to see an artist abroad.
After years of Covid-19 travel restrictions, live events are back and fans are wanting new, enhanced experiences.
Events
Exposure
Experience
"We’re always looking for ways to make our travels more comfortable and we’re grateful that Priority Pass is committed to supporting players in our day-to-day lives."
Vasek Pospisil
PTPA player
"
Christopher Evans
CEO of Collinson International
Collinson recognises the changing demands and needs of customers, offering a wide range of airport experiences. Through working hand in glove with our current and future business partners, we can simultaneously take event travellers’ experiences to another level and maximise the business opportunities across the industry.
Sports fans from
Brazil
37
%
36
Mexico
%
Music
48
%
Sport
48
%
How travellers book their event travel
"Access to Priority Pass lounges allowed me to step away from the hustle and bustle and relax. As an international traveller, having access to these services is a game changer for me!"
Elizabeth Williams
Secretary, WNBPA
London
Music
54
%
Sport
53
%
Relax and unwind
Food and drink
Music
50
%
Sport
49
%
Research commissioned by Collinson International, owner and operator of Priority Pass, and independently conducted among a sample of 8,537 travellers from 17 countries and territories including: Australia (505), Brazil (502), Colombia (503), France (501), Germany (503), Hong Kong (501), India (502), Italy (504), Mexico (502), Peru (503), Saudi Arabia (501), Singapore (503), Spain (501), Thailand (503), UAE (501), UK (502) and USA (500). The survey was completed online in June 2024.
Methodology
The final whistle
Extra time
This new research shows the high value they place on travel benefits. Great news for the travel industry and for those businesses targeting frequent travellers providing the opportunity to capitalise on the rise of event tourism by offering the travel benefits fans crave. In return, they will see the advantage of being top-of-mind and wallet with these frequent travellers, boosting engagement, building loyalty, and driving additional cross-border spend.”