Sports-tripping – the trend whereby people travel specifically to watch sporting events, participate in competitions or build sports into their holidays – is taking centre stage in business travel, according to a new survey by Hyatt.
A quarter of British travellers always look forward to going to the gym and/or playing sport during a business trip. Meanwhile, a fifth try to combine watching or participating in a sporting event while away on business.
The insights come as sports-tripping is starting to reach fever pitch, with an expected growth rate of 17.5% between 2023 and 20302, one of the fastest rising sectors in the tourism industry. Over half (52%) of Brits say they have – or would – plan a holiday around a major sporting event, with almost a quarter (24%) seeing it as an excuse to explore a new destination on their bucket list.
Similarly, around one in six (16%) would plan a holiday around a sporting event they’re taking part in, with the ability to combine the experience of the event with a stay in a nice hotel a driver for 10% of Sports-trippers. Almost one in 10 (9%) would look to add in watching a major sporting event before or after an existing business trip.
“We’re increasingly seeing the demand for sport in leisure travel make its way into business travel, whether it’s seeing a major sporting event, participating in a personal sporting event or incorporating sports into a business schedule,” said Paul Dalgleish, VP of Sales, Revenue and Business Development EAME. “In 2024, we saw a 22% year-on-year increase in meetings, incentives, conferences and exhibition inquiries for Hyatt’s UK properties, driven by the demand for experience-driven business events. With this appetite from businesses to deliver unique, experiential events only growing, the incorporation of sport comes as no surprise.”
“Sport is a brilliant way to inspire collaboration and encourage productivity. Whether it’s networking during a sporting event, connecting with colleagues during a run or unwinding with yoga following a conference, the role of sport in business travel is clear and one we anticipate will only grow in 2025 and beyond.”
The ability to practice sports during a business trip is considered a major incentive for around one in six Brits (16%). Football was revealed as the most popular sporting discipline people take part in while travelling for business purposes (21%). This was closely followed by swimming (17%), running (15%), cycling and wellness sports such as yoga (both 11%).
Hyatt is well positioned to cater for this demand as more travellers seek to take part in and watch sport during business trips. Whether connecting with colleagues over a round of golf in Mercia, networking during an afternoon of horse riding through the rolling hills of Mallorca, or unwinding after a busy day of meetings with a traditional Moroccan massage, business travellers are truly spoilt for choice.