Collinson-owned airport experiences programme Priority Pass has highlighted rising demand for sports and wellness-led travel, based on a study of 12,000 travellers across 20 markets.
The report, ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’, examines how these two segments are shaping the future of travel.
It found that 47% of respondents travel for wellness experiences, 20% for sports-related trips and 33% for a combination of both, reflecting a shift towards what the report describes as “passion pursuits”.
The study emphasises modern travellers’ growing preference for memorable moments over traditional holidays or pre-packaged itineraries, with travellers increasingly seeking experiences that deliver personal fulfilment alongside the destination.
The rising popularity of wellness travel
Once viewed as an occasional indulgence, wellness is now embedded in modern lifestyles, particularly among younger generations, with travellers increasingly integrating wellbeing-focused experiences into their trips.
APAC respondents recorded the highest interest in wellness travel, with 61% motivated by the desire to relax, recharge and disconnect, followed by improving mental (52%) and physical (39%) wellbeing.
To disconnect from technology, restore balance and recharge, wellness travellers are building itineraries around nature and wilderness experiences (49%), silent retreats or solo reflection (37%), spa treatments, massages or thermal therapies (36%), and meditation or mindfulness sessions (33%).
Live sports fuelling travel demand
Live sports have emerged as a key travel motivator for younger generations, with fans driven by the thrill of live events, team loyalty and the appeal of new destinations.
Among sports travellers, 47% in APAC and 46% worldwide identify exploring new cities through sports as the main reason for their trips.
The preference for sports-inspired city travel is strongest among APAC Millennials and Gen Z (49%), compared with 42% of older generations, including Gen X, Baby Boomers and the Silent Generation.
Nearly half of younger travellers in APAC (46%) cite new experiences, including major global sports events, as a way to fulfil life goals, compared with 39% of older travellers in the region. Both groups surpass global averages of 42% and 33%, respectively.
Football remains the most popular live sporting experience for APAC travellers (54%), followed by motorsports (30%) and badminton (28%), highlighting the enduring appeal of these sports in the region.
Regional and generational differences also influence travel patterns, with 15% of younger travellers attending esports events globally, compared to only 6% of older generations.
New travel trends
The study also underscored the importance of the airport experience for sports and wellness travellers, serving as both the starting point of their journey and a key moment to transition into adventure.
For 52% of global respondents, a positive airport experience is central to their overall trip. Yet many still face long queues (42%), inconvenient flight schedules (34%), and stressful or rushed airport processes (34%).
Among APAC travellers, amenities significantly contribute to the travel experience, with 44% citing airport lounges and 45% prioritising spas, sleep pods and sleep suites.
Priority Pass reaffirmed its focus on evolving traveller needs through both digital enhancements and expanded experience offerings.
With 800 airport lounges and travel experiences worldwide, the company also offers end-to-end services ranging from transfers and car hire to lounges, spas, sleep pods and gaming facilities.
In addition, it also offers access to digital travel wellness companion, TrvlWell, designed to enhance health and wellness while travelling.
Collinson International CEO Christopher Evans said, “Travellers are increasingly choosing journeys that truly enrich, inspire and reflect their personal passions.
“Travel is no longer just about checking destinations off a list or visiting famous landmarks – there’s a growing shift towards experience-led itineraries. Trip inspiration is increasingly being sparked by the excitement of a major sporting event or the restorative calm of a wellness escape.
“Travellers are seeking elevated travel experiences that align with their interests and create lasting memories, long after they touch down.”
Collinson International Chief Commercial Officer and Asia Pacific Executive Chair Todd Handcock added, “Sports and wellness are increasingly shaping travel choices across Asia Pacific, especially among younger travellers.
“As one of the world’s most dynamic travel regions, Asia Pacific is fast emerging as a hub for sports and wellness-led travel – driven by major events, strong regional fandom and a heightened focus on wellbeing.
“With APAC’s sports and wellness tourism markets expected to reach nearly US$962 billion by 2030, this growth underlines a shift in how travellers plan their journeys and prioritise experiences across the region.”
Palou Motorsport Formula 3 Racing Driver and Priority Pass brand advocate Bianca Bustamante commented: “Sport and travel are my twin passions; they’ve taken me from karting in Manila to racing globally. Racing pushes my limits, you’re chasing tenths, adapting every lap, managing pressure that never lets up.
“Travel can add to that chaos, or it can be the reset. With Priority Pass, I find calm and comfort, space to refuel my mind, recover my body, and stay sharp for the next green flag.” ✈
