- A quarter of Brits always look forward to going to the gym and/or playing sport while on a business trip
- A fifth try to combine watching or participating in a sporting event into any business trip
- One in six believe the ability to practice sports while away on business is a major incentive
LONDON – 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 Hyatt1.
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. 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. Paul Dalgleish, VP of Sales, Revenue and Business Development EAME
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.
- This research of 2,000 Brits was commissioned by Hyatt and conducted by Perspectus Global during March 2025.
- UN Tourism, Sports Tourism
About Hyatt Hotels Corporation
Hyatt Hotels Corporation, headquartered in Chicago, is a leading global hospitality company guided by its purpose – to care for people so they can be their best. As of June 30, 2024, the Company’s portfolio included more than 1,350 hotels and all-inclusive properties in 78 countries across six continents. The Company’s offering includes brands in the Timeless Collection, including Park Hyatt®, Grand Hyatt®, Hyatt Regency®, Hyatt®, Hyatt Vacation Club®, Hyatt Place®, Hyatt House®, Hyatt Studios, and UrCove; the Boundless Collection, including Miraval®, Alila®, Andaz®, Thompson Hotels®, Dream® Hotels, Hyatt Centric®, and Caption by Hyatt®; the Independent Collection, including The Unbound Collection by Hyatt®, Destination by Hyatt®, and JdV by Hyatt®; and the Inclusive Collection, including Impression by Secrets, Hyatt Ziva®, Hyatt Zilara®, Zoëtry® Wellness & Spa Resorts, Secrets® Resorts & Spas, Breathless Resorts & Spas®, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Alua Hotels & Resorts®, and Sunscape® Resorts & Spas. Subsidiaries of the Company operate the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith™, Unlimited Vacation Club®, Amstar DMC destination management services, and Trisept Solutions® technology services. For more information, please visit www.hyatt.com.
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