From Grandstands to Grand Stays: Nearly Half of Travelers in Asia Pacific Plan Trips Around Major Sporting and Music Events

• 40% of respondents indicated their intention to plan international trips around major sporting or music events
• More than half (60%) have travelled domestically or internationally for a sporting or entertainment event
• Hilton Honors sees record Points redemption for McLaren F1 Team VIP packages at the 2025 Singapore Grand Prix
• 70% surveyed cite ‘quality of hospitality’ as a decisive factor when booking – reinforcing Hilton’s belief that ‘It Matters Where You Stay’

SINGAPORE – Hilton (NYSE: HLT) today revealed new research which signals growing interest in sports and entertainment travel across Asia Pacific. The consumer data sheds new light on how sporting and music events influence travel decisions and driving deeper engagement with loyalty programs as fans prioritize experience-led travel.

Sports Tourism: A Critical Driver of Travel

The survey, conducted across China, India, Australia, Singapore, and Japan, uncovers the rapid rise in demand for sports tourism, with four in 10 respondents indicating their intention to plan international trips around major sporting or music events. This interest is particularly strong in China (59%) and India (57%). Underpinning this demand, 70% of respondents identified the quality of hospitality as a key factor in their travel planning. This underscores Hilton’s conviction that, for sports enthusiasts, an exceptional stay lays the foundation for a memorable experience.

Sports and music lead the way as the most compelling reasons for event travel.  More than two-thirds (70%) are eager to cross borders for sporting events such as an F1 Grand Prix, while 63% of respondents are willing to do the same for music concerts and festivals. Beyond their high frequency, these trips are social in nature, with travelers most likely to attend alongside friends (47%) or partners (55%), reinforcing the value of live events in creating shared memories. For younger travelers, travel with friends offered the most appeal – with 60% of 18–24-year-olds planning these trips.

“Sports and entertainment tourism is becoming one of the defining travel trends in Asia Pacific, and F1 is leading the charge,” said Ben George, senior vice president & commercial director, Asia Pacific, Hilton. “At Hilton, we have always believed that incredible travel experiences start with an exceptional Stay. Our partnership with the McLaren F1 Team allows us to connect guests and fans with the moments they are most passionate about – both on and off the track.”

From Points to Paddocks: Loyalty as a Gateway to Iconic Experiences

Building on the rising demand for sports tourism, loyalty programs are increasingly seen as enabling rewarding and personalized stays. Hilton Honors offers members unparalleled opportunities to translate their loyalty Points into immersive experiences such as exclusive access to marquee sports and entertainment events. F1, in particular, has emerged as Hilton’s flagship category on the platform, with demand reaching record levels. These opportunities reflect Hilton’s commitment to creating unforgettable moments in sports, entertainment, and culture, providing Hilton Honors members with exclusive access to the experiences that resonate most strongly with their personal passions.

Hilton Honors members redeemed more than nine million Points for McLaren F1 Team VIP packages at the 2025 Singapore Grand Prix — the highest total to date for this race. Each package includes premium trackside hospitality, access to McLaren-hosted activities and a two-night stay at Conrad Singapore Marina Bay. This year's redemptions saw a mix of new and returning guests, underscoring the growing demand for exclusive experience-led travel.

When it comes to selecting accommodation, respondents identified the top three considerations as proximity to the event (72%), price (72%), and quality of hospitality (70%). Notably, travelers from China placed the greatest emphasis on proximity to the event (81%) and the quality of hospitality (80%). Yet beyond convenience and comfort, travelers are also motivated by exclusivity. Interest in access to exclusive events is especially strong in China (70%) and India (70%), when accommodation is tied to sporting or entertainment experiences. This aligns with the influence of hospitality loyalty programs, where more than half (54%) of APAC respondents describing rewards and exclusive access as strong motivators – a reflection of how today’s travelers seek both practical value and once-in-a-lifetime experiences from their stays.

Interest in loyalty perks are particularly pronounced around the F1 Singapore Grand Prix, where travelers expressed strong interest in redeeming points for unique experiences. Four in 10 (39%) across Asia Pacific are keen to redeem their loyalty points for access to an exclusive hospitality lounge with food and beverage options – underscoring the powerful role loyalty programs can play in unlocking moments beyond the race.

Celebrating 20 Years of Partnership with the McLaren F1 Team

Hilton has a long-standing history of partnering with sports teams and supporting athletes, using hospitality as a platform to connect with fans and enhance performance. This year marks a major milestone in Hilton’s partnership with the McLaren F1 Team. For 20 years, Hilton has provided the McLaren F1 team a home away from home while they travel to race locations around the world.

Across Hilton’s portfolio of brands, the team finds reliable and welcoming hospitality – from a restorative night’s sleep before adrenaline-fueled race weekends to restaurants that keep them fueled whether on the go or during a pit stop. This year, Hilton is proud to host the McLaren F1 Team at 21 properties throughout the race season, including in Singapore.

Hilton and McLaren have redefined how fans engage with the sport. Over the past two decades, the collaboration has evolved from a hospitality-led relationship into a dynamic platform for fan engagement and brand storytelling. From behind-the-scenes access to unique digital content – recent activations include a soothing ASMR sleep soundtrack created in partnership with Lando Norris with his friend and content creator, Max Fewtrell. In a bold celebration of this year’s milestone, and rooted in Hilton’s “It Matters Where You Stay” campaign, the “Stay Like McLaren Racing” suite was conceived at  The Trafalgar St. James London, Curio Collection by Hilton, allowing  guests to stay like a winner and experience the fandom like never before in a fully immersive space.

Hilton Honors, the award-winning guest loyalty program for Hilton’s 24 world-class brands, continues to unlock unforgettable moments for its members through Hilton Honors Experiences, which include exclusive access to once-in-a-lifetime experiences such as the McLaren F1 Team VIP Experience at the Singapore Grand Prix.

Trackside destination Conrad Singapore Marina Bay will be transformed with interactive experiences for guests and fans alike, highlighting Hilton’s partnership with the Mclaren F1 Team. From reaction wall challenges and messages to the team, to an engaging photo experience with the McLaren F1 Team car and a Papaya-inspired afternoon tea: Alchemy of Chocolate – Papaya Edition, the hotel lobby will become the ultimate race day destination.

Note to Editors:

Methodology: These findings draw on an Asia Pacific survey conducted by OnePoll (September 3-16, 2025). The survey captured insights from 5,000 adults (18+) across five countries - Australia, Singapore, China, Japan and India. While the data is not fully nationally representative within each individual market, it offers insights that are reflective of the general population across the region.