Hilton has revealed new research which signals growing interest in sports and entertainment travel across Asia Pacific. The survey finds sports and concerts are driving travel decisions, with fans prioritising proximity, hospitality, and loyalty perks when booking their stay.
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.
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 the F1 Grand Prix, while 63% of respondents are willing to do the same for music concerts and festivals.
From Points to Paddocks: Loyalty as a Gateway to Iconic Experiences
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.
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.
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%).
Interest in loyalty perks is 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.
Celebrating 20 Years of Partnership with the McLaren F1 Team
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.
This year, Hilton will host the McLaren F1 Team at 21 properties throughout the race season, including in Singapore. The 2025 Singapore Grand Prix took place from 3 to 5 October and was won by George Russell for Mercedes, followed by Max Verstappen for Red Bull and Lando Norris for McLaren. McLaren won the Constructors’ title for back-to-back wins after championship leader Oscar Piastri came in fourth in the race.
Hilton Honors Experience gives its loyalty members special benefits including exclusive access to once-in-a-lifetime experiences such as the McLaren F1 Team VIP Experience at the Singapore Grand Prix.
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. ASMR stands for autonomous sensory meridian response; a term used to describe a tingling, static-like, or goosebumps sensation in response to specific triggering audio or visual stimuli
Photo credit: Hilton
