From the roar of Formula 1 engines to the buzz of a sold-out stadium gig, live events are increasingly shaping the way people travel. A new survey reveals that almost half of Asia Pacific travellers now plan international trips specifically around major sporting or music occasions.
The Hilton research, which polled respondents across China, India, Australia, Singapore and Japan, highlights the scale of the trend.
More than 60% of those surveyed said they have already travelled either domestically or overseas for a concert, festival, or sporting fixture – underlining how experiences are becoming central to travel decisions.
Hospitality is a key factor in these trips. Seven in ten respondents said the quality of their stay matters just as much as the event itself. Proximity to the venue and affordability also ranked highly, depicting that for many fans, the hotel is part of the experience.
This appetite for sports tourism is also shifting how travellers view loyalty programmes. Hilton Honours, for instance, recorded record redemptions of Points for exclusive packages at the Singapore Grand Prix.
These included McLaren F1 Team VIP experiences with premium hospitality, behind-the-scenes access and luxury stays. The popularity of such offers shows that fans value exclusivity and comfort as much as the main event.
The growing appetite for sports tourism is also changing the way travellers think about loyalty programmes.
Hilton Honours, for example, has seen record redemptions of Points for exclusive packages at the Singapore Grand Prix, including McLaren F1 Team VIP experiences. These packages go beyond trackside views, offering premium hospitality, behind-the-scenes access, and luxury stays – a sign that travellers value experiences that combine exclusivity with comfort.
This year alone, Hilton Honours members redeemed more than nine million Points for McLaren F1 Team packages at the Singapore Grand Prix, marking the highest level of engagement yet for this particular event. Many of these guests were repeat bookers, underlining the growing appeal of experience-led travel that cannot be replicated at home.
The research highlights growing demand for perks that offer more than basic convenience. Four in ten respondents said they would redeem loyalty points for access to exclusive hospitality lounges at events, complete with food and drink.
These data point to a desire for experiences that are just as memorable as the event itself. The trend is especially strong in China and India, where 70% of travellers are attracted to accommodation that provides special access to sporting or entertainment occasions.
This shift in behaviour comes as Hilton marks 20 years of partnership with the McLaren F1 Team. What began as a hospitality-led relationship has grown into a wider platform for fan engagement.
From trackside stays in Singapore to themed hotel experiences in London, the collaboration has expanded well beyond race weekends. Recent activations have even included interactive hotel events and digital projects with McLaren drivers.
As sports and entertainment continue to dominate travel motivations, the message is clear: fans are no longer simply booking a seat in the stands.
