British holidaymakers are increasingly planning their getaways around music, sporting and cultural events, research has revealed. This move towards event-driven travel means 45% have already explored cities and nations they wouldn't have otherwise thought about visiting.
Whether considering a trip for a concert, music or food festival, exhibition or sporting fixture in 2027, 36% now are more likely to do so than they were a year ago. Similarly, among those who have spent at least one night away for an event over the past four years, 62% structured their most recent travel arrangements entirely around some sort of cultural event.
Survey reveals sports fans' commitment
The survey of 2,000 adults discovered 56% of sports enthusiasts would sacrifice their annual leave to support their team or nation wherever they're competing - with 31% prepared to venture overseas.
With accommodation near virtually every NFL stadium, Marriott Bonvoy, which serves as 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 veteran shares 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. 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."
The research revealed many travellers are also welcoming spontaneity, with 52% admitting that an unplanned discovery has become one of the standout moments of their getaway. Meanwhile, 37% will only reserve their accommodation, transport, and essential activities beforehand, keeping everything else open to change.
Four NFL-inspired travel personalities
The study also discovered four NFL-inspired travel personalities, showing the different roles people tend to adopt while travelling. A quarter (25%) see themselves as 'The Quarterback', the trip leader who unites the group, takes charge of major choices, and adjusts plans when circumstances shift. The same proportion (25%) consider themselves 'The Coach', the organiser who handles all the practicalities, from bookings and transfers to excursions and schedules.
Meanwhile, 24% assume the position of 'Rookie', the adventurer who is visiting a location or attending an event for the first time and relies on others for advice and insider tips. In contrast, 19% were classified as 'The Receiver', the impulsive explorer who identifies chances, proposes surprise diversions, and contributes to unforgettable experiences.
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 at 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
Do your pre-match analysis: Book your hotel early, check journey times and map out the key moments you don't want to miss. Kick off strong: Give yourself time to fuel up before heading out. A good game plan always starts with the essentials. Teamwork is key: Local knowledge can make all the difference. Ask hotel staff for recommendations and insider tips. Don’t be afraid to adapt: Leave room for unexpected discoveries – be that a bar, restaurant or neighbourhood. Sometimes the highlights aren't part of the original strategy.
