Travel: ‘Sports-tripping’: Hyatt survey reveals British sports travel trends

Why it is the topic trending:

• Emerging Travel Niche: The article highlights a growing trend of individuals combining sports participation with travel, identifying a specific and potentially expanding segment within the tourism industry.

• Connection to Health and Wellbeing: The article notes the link between sports-focused travel and the broader trend of travel that positively impacts mental, emotional, and physical health, a topic of increasing interest.

• Integration of Interests: It showcases how people are seamlessly blending their passion for sports with their desire to explore new places or revisit любимые destinations.

• Quantifiable Data: The Hyatt survey provides statistical evidence (e.g., 16% willing to travel thousands of miles, planning to participate in five events annually) that supports the significance and growth of this trend.

• Brand Recognition: A major hotel chain (Hyatt) conducting and publicizing research on this topic indicates its importance within the travel and hospitality sector.

Overview: The article discusses the emerging trend of "sports-tripping," where British travelers combine participating in sporting events with travel, often to bucket-list destinations. A survey by Hyatt revealed that a significant portion of British adults are willing to travel long distances for sporting events and plan to participate in multiple events in the coming year, more so than in previous years. The trend is driven by motivations such as fulfillment, adrenaline, fitness goals, and social connection. Sports-trippers often travel in groups and prioritize hotel accommodations based on proximity to the event and central location, with some also valuing on-site sports facilities and spas. The increasing popularity of sports as a travel motivator highlights a fusion of athletic passion and destination exploration.

Detailed Findings:

• "Sports-Tripping" Defined: The trend involves combining a love of participating in sports with visiting bucket-list destinations.

• Willingness to Travel Long Distances: One in six (16%) British travelers would be willing to travel thousands of miles to participate in sporting events.

• Hyatt Survey Findings: A survey of 2,000 Brits in March 2025 revealed these trends.

• Increased Participation: Typically, people plan to participate in five sporting events in the next 12 months, with two in five reporting this is more than in previous years.

• Popular Sporting Events: Football tournaments (48%), cycling races (20%), and swimming competitions (18%) are the most popular.

• Marathons as Travel Itineraries: Over a quarter of people plan to incorporate marathons into their travel plans.

• Bodybuilding Competitions: Almost one in ten (8%) will participate in bodybuilding competitions while traveling.

• Connection to Wellbeing Travel: Demand for sport-focused travel aligns with the rise of travel positively impacting health.

• Integration with Sightseeing and Relaxation: Sporting events are fitting into travelers' itineraries alongside other travel activities.

• Motivations for Sports-Tripping: Fulfillment and adrenaline rush (37%), getting fit (35%), and mingling with fans (22%) are key drivers.

• Social Aspect: A quarter participate to spend quality time with family and friends, with most (57%) sports-trippers traveling with friend groups.

• Group Sizes: Brits often travel in a large entourage, averaging 14 people.

• Travel Companions: Besides friends, partners and children (52%) and wider family (22%) commonly join these trips, with some traveling with work colleagues (14%).

• Sports as Travel Inspiration: Sporting events serve as an excuse to revisit любимые destinations (15%) or explore new bucket-list locations (15%).

• Planning Holidays Around Sports: One in six Brits (16%) would plan their entire holiday around a sporting event they are participating in.

• Importance of Hotel Location: Sports-trippers prioritize ease of getting to the sports venue (57%) and a central location (43%) when choosing accommodation.

• Value of Hotel Amenities: One in four (22%) want on-site sports facilities, and one in five (19%) look for a spa.

Key success factors of product (trend): Interpreting "product" as the "sports-tripping" trend, the success factors include:

• Alignment with Passions: Combining the enjoyment of sports participation with the excitement of travel.

• Goal-Oriented Travel: Providing a clear purpose and structure to travel itineraries.

• Sense of Achievement: Offering the satisfaction of competing in and completing sporting events.

• Social Connection: Fostering opportunities to connect with like-minded individuals and travel with friends and family.

• Health and Wellness Integration: Supporting physical activity and overall wellbeing.

• Destination Exploration: Providing a motivation to visit new and любимые locations.

Key Takeaway: The "sports-tripping" trend reveals a significant and growing segment of British travelers who are motivated to travel, often long distances and in large groups, to participate in sporting events, driven by a combination of athletic passion, personal fulfillment, social connection, and the desire to explore new destinations.

Main Trend: The main trend is the increasing integration of sports participation into travel itineraries, resulting in purposeful "sports-tripping" adventures.

Description of the trend (please name it): The "Active Pursuit Tourism" trend, with "sports-tripping" as a key manifestation.

What is consumer motivation:

• Fulfillment and Adrenaline Rush: The excitement of competition and the satisfaction of achieving athletic goals.

• Desire to Get Fit: Using sporting events as motivation and structure for fitness journeys.

• Social Interaction with Fans: Connecting with others who share a passion for their chosen sport.

• Quality Time with Loved Ones: Participating in events as an opportunity to spend time with family and friends.

• Visiting Любимые Destinations: Combining sports with a return to places they have enjoyed before.

• Exploring New Bucket-List Locations: Using sporting events as a reason to visit new and desired destinations.

What is driving trend:

• Growing Interest in Health and Wellness Travel: More people are seeking travel experiences that actively contribute to their physical and mental wellbeing.

• Increased Popularity of Participatory Sports: Events like marathons, cycling races, and amateur tournaments are attracting a larger number of participants.

• Desire for More Purposeful Travel: Travelers are looking for trips that offer more than just sightseeing and relaxation, seeking experiences with a clear objective.

• Social Media and Shared Experiences: Individuals are likely inspired by seeing others participate in sports events in interesting locations and sharing their own experiences online.

• Accessibility of Global Sporting Events: Increased information and easier booking processes for events worldwide are facilitating this trend.

What is motivation beyond the trend:

• Building a Sense of Community: Participating in sporting events can create a strong sense of community among participants and fans.

• Achieving Personal Goals: Completing a race or competition can be a significant personal achievement and boost self-esteem.

• Creating Lasting Memories: Combining travel with a memorable sporting event can create unique and enduring memories.

• Experiencing Different Cultures Through Sport: Sporting events can provide a unique lens through which to experience the culture of a different place.

Description of consumers article is referring to:

• Active and Sport-Enthusiastic: They have a genuine interest in participating in various sports.

• Travel-Oriented: They enjoy traveling and are open to combining it with their sporting interests.

• Goal-Driven: They are often motivated by specific athletic goals, such as completing a marathon or participating in a tournament.

• Socially Connected: Many value the social aspect of both sports and travel, often traveling in groups.

• Logistically Minded: They consider factors like proximity to venues and convenient locations when planning their trips.

• Health and Wellness Conscious: They see sports travel as a way to stay active and healthy while exploring new places.

• Potentially Loyal to Brands: They may value hotel amenities that cater to their specific needs as athletes.

Conclusion based on article and experience: The consumers driving the "sports-tripping" trend are primarily British travelers who actively engage in sports and are highly motivated to combine their athletic pursuits with travel. They are often goal-oriented, value social connections, and prioritize convenience and amenities that support their participation in sporting events. This segment sees travel as an integral part of their sporting life and vice versa.

• Who are them: British travelers with a strong interest in participating in various sports, ranging from football and cycling to swimming, marathons, and even bodybuilding.

• What kind of products they like: They are interested in travel packages that include participation in sporting events, hotel accommodations near event venues, travel gear suitable for their sport, and potentially wellness facilities like spas or on-site sports facilities at their hotels.

• What is their age?: The article does not specify an age range, but it is likely to include a broad demographic of adults who are active in sports.

• What is their gender?: The article does not specify gender demographics for this trend.

• What is their income?: While not explicitly stated, the willingness to travel thousands of miles suggests a disposable income that allows for both travel and participation fees for sporting events.

• What is their lifestyle: They likely lead active lifestyles centered around their chosen sports. They value experiences and are willing to plan their travel around these experiences.

• What are their category article is referring shopping preferences: They shop for travel services (flights, accommodation), event registrations, and potentially sports equipment and apparel.

• Are they low, occasional or frequent category shoppers: This likely varies depending on their level of involvement in sports and how frequently they travel for events. Some may be frequent shoppers for event registrations and related travel, while others may participate in sports-tripping only occasionally.

• What are their general shopping preferences-how they shop products, shopping motivations: They likely value convenience, especially regarding location to event venues. They may also seek out hotels and travel providers that understand the needs of athletes, such as early breakfast options or facilities for training and recovery. Their motivations are driven by their passion for their sport, the desire for personal achievement, social connection, and the opportunity to explore new places.

Conclusions: The "sports-tripping" trend signifies a growing intersection between sports participation and travel, with British individuals increasingly planning their holidays around athletic events. This movement is fueled by a desire for fulfillment, fitness, social connection, and the opportunity to explore new horizons, highlighting a valuable and evolving segment within the travel industry.

Implications for brands:

• Targeted Marketing to Sports Enthusiasts: Travel and hospitality brands can tailor marketing campaigns to reach individuals who are likely to travel for sporting events.

• Partnerships with Sporting Events and Organizations: Collaborating with event organizers and sports associations can provide opportunities to reach participants and offer specialized packages.

• Hotel Packages Catering to Athletes: Hotels can develop packages that include amenities and services specifically designed for athletes, such as early breakfasts, sports facilities, and spa treatments.

• Content Creation Around Sports Travel: Travel agencies and brands can create content that inspires and informs potential sports-trippers about events and destinations.

• Facilitating Group Travel for Sporting Events: Recognizing that sports-trippers often travel in groups, brands can offer services and deals that cater to larger entourages.

Implication for society:

• Promotion of Active Lifestyles: This trend encourages physical activity and participation in sports.

• Economic Benefits for Host Destinations: Sporting events can bring significant economic benefits to the cities and regions that host them, including increased tourism revenue.

• Cultural Exchange Through Sport: Sporting events can foster cultural exchange and understanding between participants from different places.

Implications for consumers:

• Enhanced Travel Experiences: Combining sports with travel can make holidays more purposeful and rewarding.

• Motivation for Fitness: Planning to participate in a sporting event can provide a strong motivation to stay fit and train.

• Opportunities for Social Connection: Traveling for sports can lead to new friendships and stronger bonds with existing friends and family.

Implication for Future:

• Continued Growth and Diversification of Sports-Tripping: Expect to see this trend expand to include a wider variety of sports and destinations.

• Increased Specialization in Travel Offerings: Travel agencies and hotels may become more specialized in catering to specific types of sports travelers.

• Technology to Facilitate Sports Travel: Digital platforms and apps may emerge to help travelers find and book sporting events and related travel.

Consumer Trend (name, detailed description): The "Purposeful Pursuit Traveler": This trend describes travelers who are motivated by a specific purpose or activity, such as participating in a sporting event, and plan their travel around that goal, often extending their trips to explore the destination.

Consumer Sub Trend (name, detailed description): The "Entourage Tourist": A sub-trend within purposeful pursuit travel where individuals travel in large groups consisting of friends, family, and sometimes even colleagues, all centered around the participant's main activity.

Big Social Trend (name, detailed description): The "Integration of Passion Points into Lifestyle": This reflects a broader societal trend where individuals are increasingly weaving their hobbies and passions, such as sports, into various aspects of their lives, including travel.

Worldwide Social Trend (name, detailed description): The "Global Wellness Movement": This encompasses a worldwide increase in interest in health, fitness, and overall wellbeing, influencing travel choices and preferences towards more active and health-focused experiences.

Social Drive (name, detailed description): The Need for Achievement and Belonging: The "sports-tripping" trend is driven by the desire to achieve personal athletic goals and the need to connect with like-minded individuals and любимые social circles.

Learnings for brands to use in 2025:

• Recognize the Power of Passion-Driven Travel: Understand that aligning travel offerings with consumers' passions, like sports, can be a strong motivator.

• Emphasize Convenience and Location for Event Participants: When targeting sports-trippers, highlight the proximity and ease of access to sporting venues.

• Cater to Group Travel Needs: Be prepared to accommodate larger groups and offer packages or amenities that appeal to entourages.

• Integrate Wellness and Recovery Options: Acknowledge the physical demands of sports and offer facilities and services that support athletes' wellbeing.

Strategy Recommendations for brands to follow in 2025:

• Develop Partnerships with Local and International Sporting Events: Create alliances with event organizers to become preferred accommodation or travel providers.

• Offer Tailored Travel Packages for Specific Sports: Design packages that include event registration, accommodation, transportation, and potentially training or recovery resources.

• Market Destinations as Hubs for Specific Sports: Promote regions or cities that are known for hosting popular sporting events.

• Create Online Platforms or Tools for Sports Travelers: Develop resources that help individuals find and book sports-related travel, connecting them with events and relevant services.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The burgeoning "Active Pursuit Tourism" trend, exemplified by the significant rise in "sports-tripping" among British travelers, underscores a powerful motivation to combine athletic passions with destination exploration, compelling brands and companies in 2025 to strategically partner with sporting events, offer tailored travel packages emphasizing convenience and wellness, and cater to the often large social entourages to effectively engage this dynamic and growing market segment.

Final Note:

• Core Trend: Active Pursuit Tourism: The growing trend of travelers planning trips around specific activities, with sports participation being a significant driver.

• Core Strategy: Partnerships and Tailored Packages for Event Participants: Brands should forge connections with sporting events and offer specialized travel packages that meet the unique needs of athletes and their accompanying groups.

• Core Industry Trend: The Blurring Lines Between Leisure and Active Engagement: Travel is increasingly becoming an opportunity for active participation and the pursuit of personal interests rather than solely passive relaxation.

• Core Consumer Motivation: Passion-Driven Achievement and Shared Experiences: Travelers are primarily motivated by their love for sports, the desire to achieve athletic goals, and the opportunity to share these experiences with friends and family.

Final Conclusion: The "sports-tripping" phenomenon highlights a significant evolution in travel where personal passions and goals are taking center stage in vacation planning. By understanding and catering to the motivations and needs of these active travelers, the tourism industry has a valuable opportunity to tap into a dedicated and enthusiastic market segment in the years to come.

Core Trend Detailed: description: The core trend, "Active Pursuit Tourism," describes travelers who are motivated by a specific purpose or activity, such as participating in a sporting event, and plan their travel around that goal, often extending their trips to explore the destination. This trend signifies a shift from traditional passive leisure travel towards more active and goal-oriented journeys, where participation and engagement in a specific pursuit are central to the travel experience. "Sports-tripping" serves as a prominent example of this trend, highlighting the fusion of athletic passions with destination exploration.

Key Characteristics of the Core trend:

• Purpose-Driven Travel Planning: Trips are organized around a specific activity, with the travel itself being a means to participate in that activity.

• Integration of Leisure with Activity: While focused on a core activity, travelers often incorporate elements of traditional tourism, such as sightseeing and dining.

• Strong Personal Investment: Participants are typically highly invested in the core activity, often dedicating time and resources to training or preparation.

• Community and Social Aspects: Many "active pursuit" trips involve traveling with friends, family, or as part of a larger group united by a common interest.

• Potential for Personal Achievement: The completion of the chosen activity, whether it's a race, a competition, or another form of engagement, provides a sense of accomplishment.

• Destination as an Integral Component: The location is often chosen not just for the event or activity, but also for the appeal of the destination itself, offering opportunities for exploration and new experiences.

Market and Cultural Signals Supporting the Trend:

• Hyatt Survey Data on Sports-Tripping: The statistic that 16% of British travelers would travel thousands of miles for sporting events provides strong evidence of this trend.

• Increased Participation in Sporting Events: The survey finding that many plan to participate in more events than in previous years suggests a growing interest in active travel.

• Travel Around Specific Events: The mention of planning trips around marathons and other competitions clearly illustrates the "active pursuit" nature of this travel.

• Link to Wellbeing Travel: The connection drawn between sports-focused travel and the broader trend of travel for health and wellbeing reinforces the idea of purposeful activity driving travel choices.

• Sports as a Major Source of Travel Inspiration: The finding that sporting events serve as a key motivator for visiting new or любимые destinations underscores the significance of active pursuits in travel planning.

How the Trend Is Changing Consumer Behavior:

• Planning Travel Around Event Schedules: Consumers are prioritizing event dates when making travel plans, rather than solely focusing on traditional holiday periods.

• Increased Spending on Activity-Related Travel: Travelers are likely allocating budget towards event registration fees, specialized gear, and travel to specific locations for their chosen activities.

• Seeking Accommodations and Amenities that Support Their Activity: Sports-trippers, for example, value proximity to venues and on-site sports facilities, indicating a shift in accommodation priorities based on their active pursuit.

• Traveling in Larger Groups with Shared Interests: The trend is fostering more group travel centered around common activity goals, strengthening social connections through shared experiences.

• Combining Active Participation with Destination Exploration: Travelers are maximizing their trips by integrating sightseeing and other tourist activities around their primary activity.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Opportunities to Sponsor Sporting Events and Teams: Brands can gain visibility and connect with active consumers by sponsoring relevant events and athletes.

  • Development of Travel-Friendly Sports Gear and Apparel: There's a market for products designed for athletes who travel, focusing on portability and performance.

  • Partnerships with Travel Providers: Collaborating with hotels and airlines to offer specialized packages for sports travelers can be beneficial.

• For Retailers:

  • Stocking a Wider Range of Sports-Specific Gear and Apparel: Retailers need to cater to the diverse needs of travelers participating in various sports.

  • Offering Travel-Oriented Solutions for Sporting Equipment: Providing products and services that help athletes transport their gear efficiently and safely.

  • Creating Resources and Information for Sports Travelers: Retailers can become hubs for information about local sporting events and travel logistics.

• For Consumers:

  • More Fulfilling and Purposeful Travel Experiences: "Active pursuit tourism" can lead to more engaging and memorable trips with a clear sense of accomplishment.

  • Increased Motivation for Fitness and Training: Having a planned sporting event as part of a trip can provide a strong incentive to stay active.

  • Opportunities to Connect with Like-Minded Individuals: Traveling for sports often involves interacting with fellow participants and fans, fostering social connections.

Strategic Forecast:

• Continued Expansion into Diverse Activity Sectors: While the article focuses on sports, the "active pursuit" trend is likely to grow in other areas like adventure activities, cultural events, and volunteer travel.

• Growing Demand for Integrated Travel and Activity Packages: Travelers will likely seek out bundled offerings that combine event registration, travel, accommodation, and related services.

• Increased Importance of Destination Appeal Beyond the Activity: While the core activity is the primary driver, the attractiveness of the destination will remain a significant factor in trip planning.

• Technology to Play a Greater Role in Facilitating Active Pursuit Travel: Apps and platforms that connect travelers with relevant events, provide training resources, and facilitate group travel will likely become more prevalent.

• Sustainability Considerations Becoming More Important: As with all forms of travel, there will be a growing awareness of the environmental impact of "active pursuit tourism," leading to demand for more sustainable options.

Areas of innovation:

• Specialized Travel Agencies for Active Pursuits: Agencies that focus specifically on organizing trips around sporting events, races, and other activity-based travel.

• All-Inclusive "Activity Camps" at Travel Destinations: Resorts or camps that cater to specific sports or activities, offering training facilities, coaching, and organized participation in local events.

• Portable and Lightweight Sports Equipment for Travelers: Innovations in sports gear that make it easier for athletes to travel with their equipment.

• Digital Platforms Connecting Active Travelers and Events: Apps that aggregate information on sporting events worldwide, facilitate registration, and connect participants.

• Recovery and Wellness Services Tailored to Traveling Athletes: Hotels and wellness centers offering specialized services for athletes before and after competitions.

Final Thought (summary): The "Active Pursuit Tourism" trend, vividly illustrated by the surge in "sports-tripping," marks a significant shift towards travel that is driven by personal goals and active engagement. By integrating passions like sports into their travel plans, individuals are seeking more purposeful, fulfilling, and often social experiences. This trend presents a substantial opportunity for brands and the tourism industry to innovate and cater to the specific needs and motivations of these active travelers, recognizing that the journey is not just about the destination, but about the purposeful activity undertaken along the way.

Source: https://www.sportstourismnews.com/sports-tripping-hyatt-survey-reveals-british-sports-travel-trends/