Hilton has released new research showing that nearly half of travellers in Asia-Pacific are planning international trips around major sporting and music events.
The survey, conducted across China, India, Australia, Singapore and Japan, highlights the growing influence of sports and entertainment on travel decisions, with 70% of respondents citing quality of hospitality as a key factor.
Interest in sports tourism is particularly strong in China (59%) and India (57%), with 70% of respondents willing to travel for events such as Formula 1 races, and 63% for concerts and festivals. These trips are often social, with most travellers attending alongside friends or partners. Among 18 to 24 year olds, 60% prefer travelling with friends.
Accommodation choices are driven by proximity to the event (72%), price (72%), and hospitality standards (70%). Respondents in China placed the highest importance on proximity (81%) and hospitality (80%). More than half (54%) of travellers across the region said exclusive access and rewards were strong motivators when choosing where to stay.
Hilton Honors, the company’s loyalty programme, continues to play a central role in enabling access to experience-led travel. At the 2025 Singapore Grand Prix, Hilton Honors members redeemed over nine million points for McLaren F1 Team VIP packages, which included trackside hospitality, McLaren-hosted activities and a two-night stay at Conrad Singapore Marina Bay. 40% of respondents expressed interest in redeeming points for access to exclusive hospitality lounges with food and beverage offerings.
This year marks the 20th anniversary of Hilton’s partnership with the McLaren F1 Team. Hilton is hosting the team at 21 properties throughout the race season, including in Singapore. The collaboration has evolved into a platform for fan engagement, with recent activations including a sleep soundtrack created by Lando Norris and Max Fewtrell, and the launch of the Stay Like McLaren Racing suite at The Trafalgar St James London, Curio Collection by Hilton.
Hilton Honors Experiences continue to offer members access to exclusive events, including the McLaren F1 Team VIP Experience at the Singapore Grand Prix. Conrad Singapore Marina Bay will feature interactive elements such as a reaction wall, photo opportunities with the McLaren F1 car, and a themed afternoon tea.
“Sports and entertainment tourism is becoming one of the defining travel trends in Asia-Pacific, and F1 is leading the charge,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton. “At Hilton, we have always believed that incredible travel experiences start with an exceptional Stay. Our partnership with the McLaren F1 Team allows us to connect guests and fans with the moments they are most passionate about – both on and off the track.”
