While the compelling combination of sun, sand and sea has traditionally been enough to make us switch on our out-of-offices, a somewhat more nuanced set of motivational factors has emerged in recent years.. The rise of experiential travel – led by a new wave of travellers seeking deeper cultural immersion in the destination through trips defined by authenticity, purpose and connection – has become one of the dominant trends of our time. This is highlighted in a pioneering new report by airport lounge and travel experience specialist Priority Pass, which spotlights how the journey itself has become an integral part of the overall travel experience.
Based on insights from more than 12,000 travellers across 20 territories, the report, From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel, shines a light on significant shifts in traveller behaviour. Rather than being driven by destination alone, figures show that we’re increasingly led by our passions and interests, with both sports and wellness at the forefront of this movement. Chiming with the greater collective awareness of our health and wellbeing, this evolution shows a reevaluation of our rationale for travel, with the most striking findings from the report showing that nearly half of respondents (47 per cent) now travel for wellness at least once a year, with 20 per cent travelling for sport, while a third (33 per cent) travel for both.
The thrill of the spectacle
Few emotions compare to the tension and jeopardy experienced at live sporting events – something heightened further when steeped in the culture of a new destination. All of which explains why sports tourism is soaring in popularity. According to figures highlighted in the Priority Pass report, the sector is set to nearly triple to about £1.7 trillion by 2034, showing that – rather than being a passing fad – it’s a fundamental change in the way we spend our time and money.
Whether travelling to support our team overseas, embracing a new sporting culture or attending a blockbuster global event, our passion for sport is increasingly informing our travel choices. While football tends to top the leaderboard of the most-travelled-for sports across all territories, basketball, motorsports, baseball and tennis also feature – as does the fast-emerging esports category. Yet regardless of discipline, Priority Pass’s report also highlights the halo effect of sports tourism, with travellers arriving for the match but staying for the destination – maximising their trips by exploring the cities and surrounding regions.
Wellbeing in travel
A similar prioritisation of purpose underscores the growth of wellness travel. Perhaps in reaction to the relentlessness of modern life, wellness travel has moved firmly into the mainstream, shifting from an occasional luxury to an intentional part of people’s everyday lives.
Travellers are opting to invest more time and money in experiences that support long-term wellbeing, with Priority Pass’s report highlighting the most commonly cited motivational factors including the opportunity to “relax, recharge and disconnect” as well as boosting mental health and improving physical fitness.
