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Skift
26 minutes ago
- Sport
- Skift
The New Athletic Class: How Lifestyle Sports Are Reshaping Travel
Lifestyle sports like running, pickleball, tennis, and golf are smart ways for hotels and destinations to tap into high-value travelers. Today's traveler might be just as likely to pack sneakers or a paddle as they are a swimsuit. From sunrise runs in Central Park to beachside pickleball matches in Tulum, lifestyle sports are changing not just how we move, but where we travel. It's the rise of the cultural athlete: For this group, sport is more than exercise — it's a way to connect, express identity, and often, spark the idea behind their next trip. Destinations are taking notice, building races, trails, and courts into their tourism strategies. Hotels, too, are rethinking amenities and programming to meet the moment — not just offering gyms, but curating experiences that keep guests moving and engaged. Running as a Community and Tourism Driver Running was once viewed as a solo workout or a race-day challenge. Today, run clubs have turned fitness into something social, and their popularity is taking off. Strava's 2024 Year in Sport found that run club participation jumped 59% globally, while marathon and ultramarathon participation rose by 9%. Big brands are fueling the momentum. Major players like Nike, Lululemon, and Peloton are building communities as much as they're selling gear. Their run clubs have transformed parks and city streets into lively hangouts where locals and visitors can get moving and connect. As running becomes more social, it's also starting to influence where people want to travel. Running USA's 2024 Global Runner Survey found that location tops the list when choosing races, beating out distance, terrain, or price. This shift has fueled the rise of running tourism, with travelers seeking out memorable courses, inspiring backdrops, and the energy of like-minded communities. The 'Big Six' marathons — Boston, London, Berlin, Chicago, New York City, and Tokyo — draw hundreds of thousands of runners annually, lifting visitation and spending in these cities. While these marquee races anchor the global running calendar, interest is also surging for smaller, more scenic events, such as marathons in Big Sur, Queenstown, and Reykjavik. Running-focused travel itineraries are gaining traction as well. Contiki's Run Club offers a 14-day, seven-city European sightseeing-and-run tour, while Runcation Travel organizes trail-running trips in scenic destinations like the Italian Dolomites, Patagonia, and California's Sierra Nevada. 'We tend to attract travelers who genuinely love running and want to use their own movement as a lens for discovery,' said Liz Gill, Founder and Owner of Runcation Travel. Credit: Patagonia Photo Courtesy of Runcation Travel A few select hospitality brands are reimagining how they serve runners. Westin's Move Well programming includes WestinWORKOUT Routes — curated local running, walking, or outdoor movement paths designed to reflect the destination, offered digitally across its properties globally. Select properties also offer the Run Concierge program, with staff members who lead guided runs or act as individual running partners. 'Westin's Run Concierges are one of the most beloved elements of our wellness experience. They're more than fitness guides — they're cultural connectors,' said Peggy Roe, Marriott International Executive Vice President and Chief Customer Officer, told Skift. Credit: Marriott International, The Westin Grand Frankfurt Run Concierge Meanwhile, some JW Marriott hotels partner with local run clubs, and EVEN Hotels offer in-room fitness zones and access to local trails at some properties. Pickleball's Resort-Worthy Rise Few sports capture the spirit of today's active lifestyle like pickleball. What started as a niche activity has exploded into the mainstream. Nearly 20 million Americans played pickleball in 2024 — a 46% increase from the previous year and a staggering 311% jump since 2021, according to the 2025 Sports & Fitness Industry Association (SFIA) Participation Report. For the fourth year in a row, pickleball was named the fastest-growing sport in the U.S. Pickleball's popularity is quickly spreading globally, with gains in the UK, Spain, Mexico, Australia, and India. With many players falling into higher-income brackets, the sport naturally dovetails with luxury and wellness travel experiences. Destinations and hospitality brands have taken note. Since 2016, Naples, Florida, has hosted the Minto US Open Pickleball Championships, the sport's largest annual event. The 2025 edition, sponsored by Margaritaville, attracted more than 55,000 fans and 3,450 players from all 50 U.S. states and 40 countries. Credit: Photo courtesy Naples, Marco Island, Everglades CVB 'We're seeing an increase in people not only attending the championship event, but also coming to the destination for instruction and classes year-round. So as pickleball continues to evolve as a sport, Naples will continue to be the recipient of that additional visitation from 'pickleball vacationers,'' said Sandra Rios, Public Relations and Communications Manager at Naples, Marco Island, Everglades Convention & Visitors Bureau. When Mesa, Arizona, hosted the 2024 USA Pickleball National Championships, it attracted more than 2,600 athletes and 10,000 fans from 47 states and 13 countries. Sandals Resorts is leading the charge in making pickleball a staple of all-inclusive vacations. In 2025, it teamed up exclusively with USA Pickleball — the first all-inclusive brand to do so. Across 14 properties, Sandals has introduced 64 new or upgraded courts, offering guests unlimited play and access to coaching from USA Pickleball-approved trainers. Palmetto Dunes Oceanfront Resort in Hilton Head, South Carolina, offers comprehensive Pickleball Stay & Play packages. These include professional clinics, round-robin tournaments, and resort perks that bring the pickleball lifestyle beyond the court. And the international scene keeps heating up. This December, Club Med Cancún will host the North and South America Pickleball Cup, cementing both the resort and Mexico as rising stars in the sport's worldwide expansion. Tennis Gets a Cultural Refresh Tennis is shaking off its exclusive country club image and stepping into the spotlight as a sport for a new generation. According to the U.S. Tennis Association, in 2024, U.S. tennis participation hit a record 25.7 million players, growing 8% year-over-year and marking five straight years of growth. The sport is attracting a younger, more diverse audience: One in 12 Americans played tennis in 2024, the highest proportion ever. Credit: Photo by chris robert on Unsplash The tennis revival is happening well beyond the courts. In cities like Los Angeles, Austin, and London, modern tennis clubs mix top-tier play with stylish design and social programming. Think wood-paneled lounges, cocktail parties, and partnerships with brands like Lacoste and Alo. Hospitality brands are tapping into tennis's refreshed appeal by crafting travel experiences around major tournaments and iconic venues. London's Egerton House Hotel offers a Wimbledon package with bespoke cocktails, luxury accommodations, and VIP rides to the All England Club. Accor Live Limitless gives loyalty members the chance to bid on once-in-a-lifetime Roland-Garros experiences, complete with premium seats, VIP access, and curated hospitality, turning tennis into a form of elite entertainment and a currency of experience. For travelers eager to go beyond watching and actually play, immersive packages focused on training and play are gaining momentum. The Rafael Nadal Academy in Mallorca pairs expert coaching with luxury amenities and cultural outings. Other destinations, from Florida to France, are capitalizing on the demand for top-tier instruction alongside upscale resort experiences. Specialty operators like Grand Slam Tennis Tours have also made a name for themselves by creating tailored travel experiences centered on major tournaments such as the Australian Open, Wimbledon, and the U.S. Open. Their packages combine premium event tickets and luxury accommodations with curated coaching, education, and exclusive meet-and-greets. Golf's Generational Pivot Golf is undergoing its own reinvention. No longer just a country club pastime, it's becoming a lifestyle sport that's drawing in younger, more diverse players who are reshaping the game and the travel experiences that come with it. According to a 2023 survey from the National Golf Foundation, 57% of on-course golfers are under the age of 50, and nearly one in four are between 18 and 34. Notably, the percentage of female golfers aged 18 and under has climbed from 15% in 2000 to 37% in 2023. Credit: Photo by Brenda Lai on Unsplash The rise of off-course formats like Topgolf, Drive Shack, and simulators has helped break down barriers, making golf more accessible and less intimidating. Participation in these venues grew 115% between 2019 and 2023, welcoming a whole new wave of players. This opens the door for travel and hospitality brands to create more inclusive, curated, and socially engaging experiences. A prime example is the WM Phoenix Open in Scottsdale, Arizona. Known as 'The People's Open,' the event blends PGA-level play with a festival-like atmosphere that draws a younger, livelier crowd than most tour stops. It's the most-attended golf tournament in the U.S., drawing around 750,000 attendees over seven days, with about 15% from out of state. Its impact ripples well beyond the course, boosting demand for hotels, restaurants, and entertainment across the region. This shift in golf culture is inspiring fresh hospitality offerings. Omni Hotels & Resorts, for example, has teamed up with the PGA Tour to create golf-centric packages at 11 resorts, blending championship courses with dining, wellness, and local experiences. Meanwhile, Crystal Springs Resort in New Jersey caters to younger players with Trackman-powered driving ranges and discounted Gen Z memberships. Golf-centric travel companies like Golfbreaks are capitalizing on this shift by crafting itineraries that combine sport with local culture — imagine whisky tastings paired with tee times in Scotland or Palm Springs retreats that mix spa relaxation with plenty of play. 'We're definitely seeing a shift. There are more people getting into the game who care about the full experience, not just the golf,' said Levi Bilbrey, Golfbreaks' Head of Marketing. 'A golf trip used to mean five rounds in four days with your buddies, but now it might be a quick weekend with your partner, a few rounds built around a big tournament experience, or just a bucket-list round while you're on vacation somewhere iconic.' Credit: Golfers in Dubai. Photo Courtesy of Golfbreaks LIV Golf, the Saudi-backed men's tour, is playing a big role in reshaping the game's audience. CEO Scott O'Neil notes that 30% of LIV attendees are first-timers, and their average age is about 15 years younger than fans at traditional tournaments. LIV Golf is also forging strong partnerships within the hospitality world. In 2026, it will join forces with MGM Resorts International to host LIV Golf Week in Las Vegas. The league's global reach is expanding quickly, with early-season tournaments scheduled for Riyadh, Adelaide, Hong Kong, Singapore, South Africa, and Mexico City. The Strategic Imperative for Travel Brands These lifestyle sports go beyond being hobbies. They serve as identity markers and social frameworks that shape everything from destination choices to booking habits. For hotels and destinations, the opportunity is huge. These sports draw in affluent, culturally curious travelers who want meaningful experiences and often travel in groups. Big races, tournaments, and club gatherings encourage longer stays and boost loyalty through repeat visits. Today's athletic travelers aren't defined by skill — they're defined by intention. Sport is a gateway to experience, identity, and connection. Whether it's chasing the perfect runner's high along the Amalfi Coast, planning a dream trip around Wimbledon, or teeing off at sunrise in the Black Desert, these moments become emotional anchors — and smart travel brands are paying attention. Alison McCarthy is Content Director of SkiftX, Skift's in-house custom content agency. She writes about the cultural shifts reshaping how and why we travel.
Skift
2 hours ago
- Business
- Skift
Ixigo's AI Mindset: Use Tech Instead of ‘Just Hiring More People'
Expect to see more of this: CEOs want to spend more time showing how they're using AI – and how it's paying off – than discussing the traditional metrics for sales and earnings. Ixigo's quarterly results were strong, but during an earnings call Wednesday, Group Co-CEO Rajnish Kumar spent much of his time talking about AI. And he's especially focused on revenue per employee as a key metric to measure whether the company's efforts to embed the tech throughout the organization are working. For the quarter, Ixigo reported annualized revenue of INR 22 million ($255,000) per employee. Revenue rose nearly 40% in fiscal 2025, while the employee count grew by less than 10%. 'This is only possible if the mindset inside the team is to use technology and AI instead of just hiring more people,' Kumar said. Ixigo began investing in AI in 2017, Kumar said, when it launched a virtual travel assistant that could track a user's travel hi
Skift
6 hours ago
- Business
- Skift
Marriott's CFO Leeny Oberg to Retire, C-Suite Transition Announced
With Leeny Oberg retiring after 26 years with the company, Marriott is leaning on internal veterans to maintain strategic momentum without rocking the boat. Leeny Oberg, the longtime finance executive who helped steer Marriott International through major transformations, including its merger with Starwood and the Covid-19 pandemic, will retire on March 31, 2026, the company said Monday. Oberg, 65, joined Marriott in 1999 and became chief financial officer (CFO) in 2016. In 2023, she was also put in charge of global development, overseeing the company's expansion strategy. She will step down as CFO following the filing of Marriott's 2025 annual report and remain with the company through March 2026 to assist with the leadership transition
Skift
14 hours ago
- Business
- Skift
The Oyo Connection You Didn't Know Shah Rukh Khan's Family Has
It's not every day that the cap table of a hospitality tech startup reads like a Bollywood afterparty guest list. But Oyo seems to be pulling that off. If the company ever does IPO, red carpets at the listing ceremony won't be metaphorical. It's no longer just institutional capital flowing into Indian travel startups. Celebrities are now showing up on cap tables, not just as brand ambassadors or endorsers, but as financial backers. From actors and radio hosts to cricket icons, high-profile Indians are betting on travel platforms, reflecting a broader shift in how India's startup ecosystem is being funded. The latest example comes from Oyo, the hospitality company that raised more than INR 14 billion ($163 million) in its Series G funding round. But this wasn't just another round led by venture capital firms. Among the investors was film producer and designer Gauri Khan, who picked up 2.4 million shares in Oyo. Khan is the wife of Bollywood superstar Shah Rukh Khan. While the company hasn't disclosed the value of her individual investment, the funding round pegs Oyo's valuation at $4.6 billion, less than half its peak valuation of $10 billion. Khan has also backed Innov8, the Oyo-owned co-working brand. In a funding round completed earlier this year, Innov8 raised INR 1.1 billion ($128 million), with Khan among the participating investors. More Celebrities Turn Investors: Actor Madhuri Dixit, her husband Dr. Sriram Nene, and Dr. Ritesh Malik, founder of Innov8, have collectively bought 2 million shares in Oyo. Meanwhile, actor Amrita Rao and her husband, radio jockey Anmol Sood, acquired shares in the company via the secondary market. Bollywood couple Sidharth Malhotra and Kiara Advani have also invested in Oyo. This growing roster of celebrity investors points to a shift in how the travel sector is being perceived. Moving Beyond Endorsements: Travel companies tapping into celebrity capital isn't entirely new, but the nature of that involvement is changing. Back in 2012, Yatra signed on actor Salman Khan as a brand ambassador. As part of that deal, Khan also acquired a stake of less than 5% in the company. In 2013, Sachin Tendulkar picked up 7.5% sweat equity in UAE-based OTA in exchange for appearing in its campaigns. He exited after five years. While Salman and Tendulkar's involvement had been one-off during that time, what we're seeing now is a steady blurring of lines. Celebrities are turning into backers, sometimes advisors, even co-founders in some sectors. The travel industry, long considered too low-margin or too operations-heavy, is finally attracting their attention. Some More Celebrity Investors: In 2023, EaseMyTrip brought on Jacqueline Fernandez as both a shareholder and brand ambassador. The company raised INR 2.3 billion through a share issuance. Fernandez was brought in to expand EaseMyTrip's visibility, particularly online. What's notable about today's investments is that they are increasingly early-stage and equity-based. Deepika Padukone, through her firm KA Enterprises, has invested in multiple startups including the now defunct BluSmart, an electric ride-hailing company. Cricketer MS Dhoni has backed ventures in fintech, health tech, drone manufacturing, and mobility, showing a clear interest in platforms related to infrastructure and movement. Even Tamil film star Nayanthara has entered the ecosystem with an undisclosed investment in Ticket9, an event ticketing platform. Part of this has to do with the sheer size of India's travel economy. As more Indians travel domestically and internationally, the opportunity to build meaningful companies in this space has become more obvious. Add to that the IPO potential of platforms like Oyo, and it's clear why celebrities want a piece of the action. IndiGo's Codeshare Agreement With Jetstar IndiGo has signed a codeshare agreement with Australian carrier Jetstar to boost connectivity between India and destinations in Australia and New Zealand. Effective for bookings from July 21 and travel starting September 1 (subject to regulatory approvals), IndiGo customers will gain access to 14 new destinations via Jetstar flights transiting through Singapore, Bangkok, and Phuket. Key cities covered include Sydney, the Gold Coast, and Auckland. The agreement allows IndiGo to place its code on Jetstar-operated routes, enabling single-ticket itineraries with through check-in for baggage and integrated travel benefits. Jetstar CEO Stephanie Tully noted the deal would help grow inbound tourism from India, citing strong cultural ties and a growing Indian diaspora. IndiGo's Abhijit Dasgupta emphasized the partnership's role in boosting business, trade, and tourism links between the regions. India Gets Another Fairmont Fairmont Hotels & Resorts, part of Accor, in partnership with Keystone Resorts, has announced the opening of Fairmont Udaipur Palace. Set across an 18-acre estate in the Aravali Hills, the 327-room property features seven event venues, eight dining concepts, and over 1,40,000 sq. ft. of indoor and outdoor event space. Signature venues include Jewel, which is said to be one of India's largest ballrooms, the open-air Mehfil courtyard, and multi-tiered amphitheatre Chand Baori. This opening marks a major addition to India's luxury hospitality and meetings and events sectors, designed for high-profile weddings, executive retreats, and large-scale celebrations. The property includes a helipad, Fairmont Spa & Salon, and recreation zone Rendezvous. The brand emphasizes integrating Rajasthani heritage and sustainability with global standards, positioning Fairmont Udaipur Palace as a flagship for experiential, high-value tourism in India. Air India CEO on AAIB Report Air India CEO Campbell Wilson, addressing employees in the wake of the AI171 crash, emphasized that the Aircraft Accident Investigation Bureau's (AAIB) preliminary report found no mechanical or maintenance issues with the Boeing 787-8 Dreamliner or its engines. An unexplained fuel supply cutoff caused both engines of the aircraft to shut down seconds after takeoff, the AAIB's preliminary report released Saturday noted. The June 12 crash killed 241 of the 242 crew and passengers on board. Wilson clarified that all mandatory maintenance had been completed, fuel quality was not a factor, and the aircraft's take-off roll was normal. The report also confirmed that the flight crew passed pre-flight breathalyser tests and had no medical issues. Wilson in a letter to the employees of Air India urged the employees avoid speculation, highlighting that a final report is pending. He also confirmed that all Boeing 787s in Air India's fleet were inspected post-incident and deemed airworthy. Fern Hotels Signs 200+ Key Serviced Apart'otel in Jaipur Manglam Group has signed a partnership with The Fern Hotels & Resorts to develop a 200+ key serviced apart'otel under the Fern Habitat brand in Jaipur. The project will be part of Pinkwalk, Manglam's flagship mixed-use development in Jagatpura, spanning 21,000 sq. yd. The Fern Habitat Pinkwalk is tailored for both short and extended stays, offering units with private living areas, kitchenettes, and hotel services like daily housekeeping and on-site dining. The apart'otel aims to serve business and leisure travelers with sustainable, guest-focused hospitality, the company said in release. Pinkwalk will also house 950+ commercial and studio spaces and amenities, including a food court, clubhouse, and multiplex, with connectivity to Jaipur airport and key city hubs. This development forms part of Manglam Group's INR 10 billion ($116.5 million) hospitality investment plan across Rajasthan and Goa, following its earlier partnership with Westin, targeting high-growth segments such as corporate stays and leisure tourism with a focus on eco-conscious hospitality. Related
Skift
20 hours ago
- Business
- Skift
Why the AI Revolution in Travel Depends on Payment Infrastructure
AI is transforming travel tech, but to truly benefit, hotels need to modernize their payment systems. Skift Podcast Compelling discussions with travel industry leaders and creatives who are helping to shape the future of travel. Compelling discussions with travel industry leaders and creatives who are helping to shape the future of travel. Learn More AI is rapidly reshaping the travel industry, but companies that want to fully leverage its potential must prioritize their payment infrastructure, says Jess Conroy, founder and CEO of ROH, a payment management platform for the hospitality sector. Conroy, who launched ROH two years ago, recently raised $9.2 million in a funding round led by Highgate Technology Ventures and Acrew Capital. Prior to ROH, Conroy launched Carats & Cake, a platform that provided assistance to couples looking to pay the upfront cost of wedding event venues. During a recent episode of the Skift Travel Podcast, Conroy talked about the critical role payments play as both the starting point and final touch of the guest experience – 'payments are the infrastructure play,' she told Skift founder and CEO Rafat Ali. Listen to This Podcast Apple Podcasts | Spotify | YouTube | RSS Why Payment Infrastructure Is Important Conroy said 80% of transactions at hotels currently require an employee to manually process them. • 'If we don't invest in the infrastructure, especially today in the environment with AI and all the technology, if you don't have an infrastructure, you can't exploit any of the innovation that's coming.' • 'If you don't have the right foundation, the woman whose desk has a stack of papers on it, they're gonna be so far behind and trying to take advantage of any innovation.' How ROH Works Conroy provided an example of a hotel event to illustrate how ROH automates the process of managing payments, which has historically been highly manual — from signing contracts to paying invoices and tracking changes. • 'That contract gets loaded into our system, our software reads that contract, (and) automatically sends you out invoices.' • 'It allows you to one-click pay — however you choose to pay. (It) automatically sends payment confirmations, and then follows up with you throughout the duration of that booking.' She added that if the value of the booking were to change, the additional information would be stored inside ROH, and the system would adjust automatically. Limited Areas of Innovation Conroy, who considers ROH to be 'a payments software business,' said that all the innovation she's seen during her roughly 15 years working in hospitality has focused on top-line revenue growth. • 'Generating more revenue, making every experience more valuable back to the business owner definitely matters.' • 'But what was often overlooked is the fact that for every new revenue stream, the support became very operationally inefficient.' What ROH Is Looking to Accomplish However, ROH isn't meant to replace other platforms. • 'We like to think that we're sort of the underpinnings, if you will, and we're not trying to be another system.' • 'We're trying to be a foundational layer that can eventually speak to the other systems that they're already using.' Conroy added that if hotels don't have to worry about payment-related issues, they can 'get back to hospitality.' • 'And you can get back to having the people on property focus on revenue-generating activities.' • 'As opposed to what a lot of time is spent on today, which are operational burdens that really shouldn't exist with the technology we have today.' Related
