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There's nothing we love more than planning a holiday. But do you ever stop to think about the reasons why you travel? Of course, there's the usual: gain new life experiences, learn about different cultures, create lasting memories with loved ones. But there's also the big bucket list moments – like major sporting events – that drive a desire to see the world. Because let's be real, who hasn't dreamed of one day attending Wimbledon, the Super Bowl, or even the Olympics?
Yep, when you start to think about it, sports really do seem to be emerging as a major player in tourism world. And Melbourne – home to the Australian Open, AFL Grand Final, Boxing Day Test, the F1 Australian Grand Prix and an upcoming regular-season NFL game – is undoubtedly at the centre of it.
A recent survey by Hilton conducted across China, India, Australia, Singapore and Japan confirms this, revealing that 40 per cent of respondents were likely to plan international trips around major sporting events. And more than half (60 per cent) have already travelled domestically or internationally for a sporting event.
People aren't attending these sporting spectacles alone, either. The rise in sports tourism stems from a drive to be social and connect – 47 per cent of of respondents travel with friends, while 55 per cent travel with partners. This aligns with one of the aforementioned fundamental reasons we travel: to create special shared memories.
And while having an interest in the sport itself (like Formula 1) will likely always be the biggest incentive to travel, 30 per cent are purely in it for the overall atmosphere and energy of the event. Basically if the vibes are good, that's all that matters. When you look at events like the Aus Open and F1 Grand Prix – which have transformed into fully immersive experiences with top-notch culinary offerings, live music and more – it's easy to understand this notion.
These insights go hand-in-hand with Hilton's 2026 Trends Report, which explores the rise of the "whycation" – aka travel shaped by personal passions and motivations. It showed nearly one in five global travellers cite sport and entertainment as the ‘why’ behind their travel plans, but also that people are prioritising proximity, hospitality and loyalty perks when finalising the details.
It's this commitment to lay the foundation for an unforgettable moment that has defined the Hilton Honors program, which offers members the chance to turn their loyalty points into immersive experiences at sporting events like the F1 Australian Grand Prix. The F1 is Hilton's flagship category on the platform, with demand reaching record levels – just last year, at the Singapore Grand Prix, Hilton Honors members redeemed more than nine million points for McLaren F1 Team VIP packages.
It helps that Hilton has a strong partnership with the McLaren F1 Racing Team that spans more than 20 years, allowing for access to once-in-a-lifetime experiences for fans and travellers alike. And now, with the launch of Hilton Honors’ new Diamond Reserve tier (its most prestigious yet), there are even more exclusive opportunities to be part of. Offering elevated benefits – like guaranteed 4pm check-out, 24/7 customer service support and the highest priority for space-available upgrades – it represents an entirely new level of recognition for Hilton’s most loyal members.
And the perks truly are out-of-this-world good. An example (pictured above) of a hugely popular experience for Saturday Qualifying at the 2026 F1 Australian Grand Prix that fans could redeem through the Diamond Reserve tier included VIP entry to McLaren Team-hosted activities, a pit lane walk, premium hospitality offerings and a two-night stay at the Hilton Melbourne Little Queen Street.
The Little Queen Street hotel itself also transformed its lobby into a F1 fan zone in partnership with the McLaren Mastercard Formula 1 team, with a racing simulator, limited edition cocktails and street artist Rory Lynch working on a mural in real time. It's further proof that at every touch point there's a reminder of Hilton's hospitality and ongoing efforts to elevate every moment for travellers.
So, what are you waiting for? It's time to join the globe-trotting crowds of sports-obsessed holidaymakers. And the best way to do that is with a little help from Hilton. You can find out more about the Hilton Honors story, and how you can join, here.
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