(Priority Pass shares what sports and music fans want from their travel experiences.)
- 69% of sports and music fans in India travelled to an event by plane in the past 3 years or plan to in the next 12 months
- The top five sports people travel for globally are football, basketball, the Olympics, Formula 1 and tennis and the top sport travellers in India travel for is cricket. Rock in Rio, Coachella and Taylor Swift are driving music tourism
- More than two-thirds of event travellers from India (68%) use airport experiences such as airport lounges, sleep pods and spas
TTT NEWS NETWORK
MUMBAI, 25 JULY 2024:
New research titled, The Value of Sports and Music Tourism, published by the owners and operators of Priority Pass, Collinson International, reveals the extent to which people are willing to travel – as well as the amount they’re willing to spend – in order to experience their favourite sports team or music artists in person. With a huge summer of sports and major music events taking place, the research found that amongst those who travel to an event by plane, more than four-fifths (83%) have travelled for sports and 71% for music in the past three years or plan to do so in the coming 12 months. Of these travellers, over half (56%) travel more than once a year with 22% attending 3 or more events annually. Sports and music fans in India are also following suit with 84% travelling for sports and more than half for music, of which 63% of them travel more than once a year, with 29% attending 3 or more events annually.
FUELLING WANDERLUST:
Cricket, being one of India’s most popular sport, sees its fans in India (83%) travel to watch and support their favourite team. Football (soccer) fans in India are the second most likely to travel (49%), followed by those watching the Olympics (27%), basketball and tennis (both 24%). In turn, music events attracting the highest number of global fans include Rock in Rio, Coachella and Tomorrowland; with Taylor Swift, Travis Scott, Vasco Rossi and Ed Sheeran featuring as the most popular artists.
When it comes to where Indian travellers will go for sporting and music events, Dubai came out as the top destination (52%), followed by London (35%), Sydney (33%), New York (32%) and Paris (23%).
Sports and music events fuel wanderlust, taking travellers to every corner of the globe. 96% Indians have travelled to a new city or country for a sports or music event, allowing fans to experience different cultures and locations while indulging their passion for sports and music.
The majority of sports (87%) and music (85%) fans in India like to arrive between one and three days before an event, while 89% of sports fans and 85% of music fans in India like to stay one to three days after an event. This presents travellers with new experiences and memories, as well as huge economic growth opportunities for local businesses within these destinations.
ELEVATING THE JOURNEY:
More than two-thirds of event travellers from India (68%) have used airport experiences, which include visiting an airport lounge, gaming lounge, sleep pod and spa. The top reasons fans from India visit an airport lounge is to relax and unwind before or after watching their favourite team / artist (54% for sports and music fans), followed by enjoying food and drink options at the airport (56% for sports and music fans).
The uptake of airport lounges is higher among those spending more money on the trip overall. Interestingly, global consumers travelling to basketball events (48%), Formula 1 (45%) and the Olympics (44%) are more likely to use lounges and it is these fans who also spend the most.
HEY BIG SPENDER
When travelling to see their favourite team or artist, it’s not just about the destination, it’s about the journey too. Sports fans are the biggest spenders, with 55% of Indian travellers exceeding US$500 per trip, per person. Globally, the 25-34 age group spends the most overall, with a third (33%) exceeding US$1,000 for sports and 31% for music events. In addition, just under half (44%) of event fans typically spend US$100 at the airport.
“Whether it’s being in the crowd for the big game or watching your favourite artist at a festival, you can’t beat live events – especially when they’re combined with travelling the world. More than ever, people are travelling domestically and internationally for sports and music and this year marks a special occasion, with a huge summer of major events taking place globally” says Christopher Evans, CEO of Collinson International, owner and operator of Priority Pass. “Our latest global research report reveals that not only are people travelling far and wide for sports and music events, but they also want to enhance their travel experiences to make these trips even more memorable. Priority Pass offers seamless, premium airport experiences that elevate every journey. With airport lounges and travel experiences in over 700 airports across 145 countries, there’s an abundance of choice for wherever the summer takes you.”
“As India celebrates its win at the recent 2024 ICC Men’s T20 World Cup, one thing became clear: the passionate fanbase is willing to go to great lengths to be part of the journey. This enthusiasm isn’t limited to sports; it also extends to international music events”, says Sumit Prakash, Country Director, India and South Asia, Collinson International. “As travellers in India continue to embrace these experiences globally, we strive to continue elevating every journey into something special with our expansive network of airport lounges and travel experiences in India and in the world through both Priority Pass Access India and Priority Pass.”
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