Airbnb says huge surge in demand for ‘sport tourism' properties

News.com.au

7 hours ago

Game, set, match.
If you're a fan of a tennis tournament or an afternoon at the footy and you're more than willing to travel hours or even days to attend — you're not alone.
New stats from online accommodation platform Airbnb says the concept of 'sports tourism' — whereby people travel specifically to select cities not simply to enjoy the destination, but to attend a sporting event or two — is exploding within Australia's domestic market.
Sports tourism over the years has gained notoriety especially within the tennis, rugby, AFL and football communities — with big games and events transforming the way people plan their trips.
Exploding into one of the most profitable and influential sectors of the global travel industry — people travelling for sport now accounts for 10 per cent of the total tourism market, according to Madrid-based United Nations agency UN Tourism. And with a value of more than $550 billion, that sector is expected to grow to more than AU$1.3 trillion by 2032. Some of the big hitting events feathering that boom include the 2026 FIFA World Cup and the Olympics in both Los Angeles and Brisbane.
Research from YouGov shows that Aussies in particular are willing to fork out for their favourite team — with 70 per cent of those (especially Gen Z and millennials) splashing the cash domestically to spectate or even participate in a big event.
Of those most eager? Sydneysiders came out on top followed closely by rival Melbourne.
Susan Wheeldon, Airbnb Country Manager for Australia and New Zealand, said the research shows almost 80 per cent of millennials have travelled for sport in the past six months, with 'group booking' accommodations proving more and more popular.
'Group bookings are particularly popular with people opting to stay together for events such as the men's Ashes in Brisbane,' she said, adding that despite opting for properties with a full kitchen for home-cooking — these groups tend to spend at local cafes, pubs and restaurants meaning 'the community reaps the benefits while fans save money by splitting the cost of a large property'.
And it's not just spectators (and hosts of Airbnb properties) who have seen a shift in attendance at major sporting events around the world. Matilda's vice-captain Steph Catley told news.com.au that over the years, the way in which sporting stadium have transformed has been 'incredible'.
'As a female footballer, it has been a mighty rise in the last couple of years in terms of how many fans come and watch us play,' Catley, 31, said of the trend.
'I think one of the biggest things I have noticed is how many people now travel to watch us play. I am over here [London] playing for Arsenal, but the amount of Aussie flags I see of young girls who have travelled to come and watch us play for our club sides is really special.'
Catley, who is travelling back to Australia next month to have some down time with family and friends during the off season, said even with Matilda's games she's seen a complete transformation in where young women are willing to travel to catch the team in action.
'Matildas Games were in Newcastle last camp, and there was maybe six or seven outside our hotel saying we have travelled from Sydney or Melbourne, and wanted to come watch us play and it doesn't matter where they are, they are making it happen,' Catley said.
'It makes it so special, and it says a lot about our team the Matilda's — people want to watch us play. It shapes where women's football is at, people are spending their hard earned money to stay over and travel and watch us play. Most of the time they have travelled from Australia, which is just incredible.'
The 31-year-old said personally during travel, she typically opts for a self-contained property over a hotel, because it means she's able to continue elements of her training such as healthy, home cooked meals and the never ending post-workout laundry.
'My travel is pretty insane, and a lot of the time I am with the team so it's hotels and training fields,' she explained.
'But in my off season, I spend a lot of time flying home to Australia from London where I get to pick my accommodation. I am always so happy when I am at an Airbnb because I get that feeling of home, and as an athlete I have to eat well — so having a kitchen makes it easy for me so I can cook and stay healthy.
'When I am training, I have a washing machine … you bunch up a lot of shorts and T-shirts that are sweaty and gross, but with an Airbnb I can just chuck it in the wash and get on with my day.'
Earlier this year, the Expedia Group found the booming trend of sports tourism not only drove international travel — but also increased time abroad and boosts to local economies.
The research showed that similar to Airbnb, 44 per cent of sports fans travel internationally for events, particularly Gen Z and Millennials, with three in five staying outside host cities and boosting local economies.
The global research found Aussies were among the biggest spenders for 'sportscursions', allocating an average of AUD$2,680.
Airbnb said soccer is the number one sport for domestic sport travel, ahead of AFL and tennis in third position.