Nearly half of travellers in the Asia Pacific region are planning their trips around major sporting and music events, according to new research by Hilton. The survey, which included 5,000 respondents from China, India, Japan, Australia, and Singapore, highlights the growing trend of event-driven travel. In Singapore, 40% of travellers intend to plan international trips around such events, with 61% having already done so domestically or internationally.
The survey underscores the appeal of sports and music as the primary motivators for travel among Singaporeans. A significant 67% of respondents expressed eagerness to attend music concerts and festivals, whilst 64% are willing to cross borders for sporting events like the F1 Grand Prix. When choosing accommodation, Singaporean travellers prioritise price, proximity to the event, and the quality of hospitality, with 72%, 69%, and 69% respectively considering these factors crucial.
Social aspects also play a role in travel decisions, with 53% of Singaporeans attending sporting events with friends and 52% with partners. This trend reflects a broader pattern across the Asia Pacific, where travel for events like Formula 1 is often a social activity.
The research also coincides with the 20-year anniversary of the Hilton Honours and McLaren Racing partnership, which has provided exclusive experiences to members. Hilton’s focus on lifestyle partnerships aims to enhance connections with members beyond the traditional hotel experience.
As event-driven travel continues to gain momentum, the hospitality industry is poised to adapt to the evolving preferences of travellers, offering tailored experiences that cater to their interests and social inclinations.
