BRITISH holidaymakers are increasingly planning their travel around music, sporting and cultural events, according to a study.
Whether considering a trip for a concert, music or food festival, exhibition or sporting fixture in 2027, 36 per cent now more likely to do so than they were this time a year ago.
This shift towards event-led travel is reshaping behaviour, with 45 per cent having already visited cities and countries they wouldn’t otherwise have considered.
Similarly, out of those who have stayed somewhere overnight for an event in the past four years, 62 per cent based their most recent travel plans entirely around it.
For sports fans, the commitment to being there for the moment can stretch well beyond a weekend.
The poll of 2,000 adults found 56 per cent would use annual leave to follow their team or country, while 31 per cent would travel abroad to see them play.
With hotels near almost every NFL stadium, Marriott Bonvoy, which is an Official Sponsor of the NFL, is helping travellers create a game plan for this season’s trips by appointing Efe Obada as its Check-In Coach.
Efe Obada said: “In the NFL, preparation gives you a strong starting point, but you’ve also got to trust your team and be ready to adapt when things change.
“I approach travel in the same way. If you’ve only got a few days in a city, be tactical, adaptable and make a game plan.
“Book your hotel, know how you’re getting to the main event and ask people who know the city for advice. That’s how to make the most of every trip.”
The research found many are embracing spontaneity, as 52 per cent said an unplanned discovery has gone on to become one of the highlights of their holiday.
While 37 per cent will only book their hotel, transport, and key activities in advance, leaving the rest flexible.
While spontaneity plays an important role, travellers still value a strong start to the day, with 52 per cent saying hotel breakfast is a non-negotiable part of their trip.
The study also uncovered four NFL-inspired travel personalities, revealing the roles travellers are most likely to play when travelling.
A quarter (25 per cent) identify as ‘The Quarterback’, the on-trip leader who brings everyone together, makes key decisions, and adapts the plan when things change.
The same number (25 per cent) see themselves as ‘The Coach’, the planner who has the logistics covered, from accommodation and transport to activities and timings.
While 24 per cent take the role of ‘Rookie’, the explorer who is experiencing a destination or event for the first time and turns to others for guidance and local recommendations.
Whereas 19 per cent were categorised as ‘The Receiver’, the spontaneous adventurer who spots opportunities, suggests unexpected detours, and helps create memorable moments.
Andrew Watson from Marriott International, said: “This research highlights what we see in our hotels, that travellers are increasingly planning trips around the things they are passionate about.
“Our partnership with the NFL is just one example of a wider commitment to helping our members pursue what they love.
Efe, who applied the strategy to his hometown, London, added: “London is one of those cities where every neighbourhood has its own personality.
“For a perfect weekend, I’d book at stay at citizenM Tower of London then grab a coffee at Qima Café in Covent Garden, walk along the Thames around Southbank or spend an afternoon at Hampstead Heath for unbeatable London views.
“For food, you can’t beat 2210 by NattyCanCook in Herne Hill or head to Passyunk Avenue in Waterloo for unmatched game-day vibes and a Philly cheese steak.”
EFE’S PLAYBOOK FOR A TACTICAL WEEKEND TRIP:
1. Do your pre-match analysis: Book your hotel early, check journey times and map out the key moments you don’t want to miss.
2. Kick off strong: Give yourself time to fuel up before heading out. A good game plan always starts with the essentials.
3. Teamwork is key: Local knowledge can make all the difference. Ask hotel staff for recommendations and insider tips.
4. Don’t be afraid to adapt: Leave room for unexpected discoveries – be that a bar, restaurant or neighbourhood. Sometimes the highlights aren’t part of the original strategy.