So I was sitting down in front of my computer getting ready to write this editor’s note, and Gregg Wallis, our senior editor, popped into my office to chat about the cover story he wrote for this issue. I asked him to give me a quick synopsis about the story I had assigned him—knowing I was going to write about it here—and he boiled it down to this: Fans in stands = heads in beds. Well done, Gregg.
Another way I’ve heard it described is with the term “sportspitality”—or a fusion of sports and hospitality. It is an emerging trend reshaping the travel and hotel industries. At its core, sportspitality revolves around creating tailored experiences for guests traveling for sporting events, whether as athletes, fans or families. It combines the excitement and passion of sports with the personalized, service-driven approach of hospitality, offering packages that include event tickets, exclusive access, themed amenities and more. For travelers, it’s no longer just about attending the game—it’s about immersing themselves in an entire lifestyle experience centered around it.
Just ask my husband. He and his three closest friends plan a trip to a baseball stadium every year—they’ve been doing this for as long as I’ve known him. I think they’ve visited 20-and-counting, and the next is St. Louis in July. They know, firsthand, the connection between the two worlds and contribute annually to the success of those worlds. As do many sports fans, travel teams and game enthusiasts. It is estimated that the global sports tourism market was $1.1 trillion in 2023 alone and is projected to reach $2.4 trillion by 2030. That’s trillion with a T.
The hotel industry has quickly recognized the economic potential in aligning itself with sports tourism. Major sporting events—like the Super Bowl, the Olympics, tennis opens and even regional tournaments—bring in thousands of visitors who require accommodations, meals, transportation and entertainment. Hotels that cater to these guests by offering themed packages, sports-viewing lounges, wellness options for athletes and shuttle services to venues are standing out from competitors and driving increased occupancy and revenue. These efforts help turn a simple overnight stay into a memorable and engaging experience.
Beyond the large-scale events, the growing popularity of youth sports, amateur competitions and destination races (like marathons and triathlons) continues to fuel demand for hotel rooms year-round. Families often travel in groups for tournaments or training camps, requiring accommodations that go beyond traditional needs—think group booking rates, late checkout for game days and laundry services for uniforms. Hotels that recognize and address these needs are building guest loyalty and increasing repeat visits. Sportspitality isn’t just a trend—it’s becoming a long-term strategy for driving guest satisfaction and revenue.
Furthermore, sportspitality aligns with a broader shift in consumer behavior toward experience-driven travel. Today’s guests are seeking more than just a place to sleep; they want connections, excitement and memorable moments. By integrating sports culture into hospitality—through partnerships with teams, athlete appearances or branded fan zones—hotels are becoming active participants in the event, not just a background convenience. This strategic alignment positions hotels at the heart of the sports vacation experience, creating value for both the guest and the brand.
