British holidaymakers are increasingly planning their trips around music, sports, and cultural events, according to a recent study. The surge in event-driven travel is shifting how people holiday, prompting 45% of respondents to explore destinations they had never considered visiting before. Among travelers who stayed overnight for an event in the past four years, 62% planned their entire trip specifically around it.
Looking ahead to 2027
Looking ahead to 2027, 36% say they are even more excited to travel for a concert, festival, exhibition, or big game than they were last year. The survey of 2,000 adults revealed that 56% of sports fans would happily use their annual leave to follow their favourite team anywhere they play—and 31% are willing to head abroad to do it.
With hotels near almost every NFL stadium, Marriott Bonvoy, an Official Sponsor of the NFL, is helping travellers create a game plan for this season's trips by appointing Efe Obada as its Check-In Coach.
NFL-inspired travel personalities
The research found many are embracing spontaneity, as 52% said an unplanned discovery has gone on to become one of the highlights of their holiday. While 37% will only book their hotel, transport, and key activities in advance, leaving the rest flexible. While spontaneity plays an important role, travellers still value a strong start to the day, with 52% saying hotel breakfast is a non-negotiable part of their trip.
The study also uncovered four NFL-inspired travel personalities, revealing the roles travellers are most likely to play when travelling. A quarter (25%) identify as 'The Quarterback', the on-trip leader who brings everyone together, makes key decisions, and adapts the plan when things change. The same number (25%) see themselves as 'The Coach', the planner who has the logistics covered, from accommodation and transport to activities and timings. While 24% take the role of 'Rookie', the explorer who is experiencing a destination or event for the first time and turns to others for guidance and local recommendations. Whereas 19% were categorised as 'The Receiver', the spontaneous adventurer who spots opportunities, suggests unexpected detours, and helps create memorable moments.
Expert advice and a tactical playbook
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. 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."
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."
Efe, who applied the strategy to his hometown, London, added: "London is one of those cities where every neighbourhood has its own personality. For a perfect weekend, I'd book a stay at citizenM Tower of London then grab a coffee at Qima Café in Covent Garden, walk along the Thames around Southbank or spend an afternoon at Hampstead Heath for unbeatable London views. For food, you can't beat 2210 by NattyCanCook in Herne Hill or head to Passyunk Avenue in Waterloo for unmatched game-day vibes and a Philly cheese steak."
Efe's playbook for a tactical weekend trip includes: doing your pre-match analysis by booking your hotel early, checking journey times and mapping out key moments; kicking off strong by giving yourself time to fuel up; teamwork is key—ask hotel staff for recommendations and insider tips; and don't be afraid to adapt, leaving room for unexpected discoveries such as a bar, restaurant or neighbourhood, as sometimes the highlights aren't part of the original strategy.
