More British holidaymakers are choosing destinations based on music, sports and cultural events, according to a new study. The trend has prompted 45% of respondents to explore places they had never considered visiting before.
Among travellers who stayed overnight for an event in the past four years, 62% planned their entire trip around it. Looking ahead to 2027, 36% say they are more excited to travel for a concert, festival, exhibition or big game than they were last year.
Fans willing to use annual leave
The survey of 2,000 adults found that 56% of sports fans would use their annual leave to follow their favourite team wherever they play, and 31% are prepared to travel abroad to do so.
Marriott Bonvoy, an Official Sponsor of the NFL, has appointed former NFL player Efe Obada as its Check-In Coach to help fans plan trips around games.
Obada's travel advice
Efe Obada said: "In the NFL, preparation gives you a strong starting point, but you've also got to trust your team and be ready to adapt when things change."
He added: "I approach travel in the same way. If you've only got a few days in a city, be tactical, adaptable and make a game plan. Book your hotel, know how you're getting to the main event and ask people who know the city for advice. That's how to make the most of every trip."
Four traveller types identified
The research identified four NFL-inspired traveller types. A quarter (25%) see themselves as 'The Quarterback', the trip leader who unites the group and adjusts plans. Another 25% regard themselves as 'The Coach', handling practicalities like accommodation and transport.
Meanwhile, 24% are 'Rookie' first-timers seeking advice from companions, and 19% are 'The Receiver', impulsive explorers who suggest unplanned diversions.
Andrew Watson from Marriott International said: "This research highlights what we see in our hotels, that travellers are increasingly planning trips around the things they are passionate about. Our partnership with the NFL is just one example of a wider commitment to helping our members pursue what they love."
London recommendations
Obada applied his strategy to his hometown, London, recommending a stay at citizenM Tower of London, coffee at Qima Café in Covent Garden, walks along the Thames at Southbank, and an afternoon at Hampstead Heath for views.
For food, he suggested 2210 by NattyCanCook in Herne Hill or Passyunk Avenue in Waterloo for game-day vibes and a Philly cheese steak.
His playbook for a tactical weekend trip includes booking early, checking journey times, fuelling up before heading out, asking hotel staff for local tips, and leaving room for unexpected discoveries.
