Holidaymakers are increasingly planning their next destination around music, sporting and cultural events
NFL veteran Efe Obada is Marriott Bonvoy’s new ‘Check-In Coach’ (Image: PinPep)
More and more British holidaymakers are planning their trips around music, sports, and cultural events, according to a recent study. This surge in event-driven travel is shifting how people holiday, prompting 45% of respondents to explore destinations they’d never even thought of visiting before.
What’s more, out of all the travellers who stayed overnight for an event in the past four years, 62% planned their entire trip specifically around it. Looking ahead to 2027, 36% say they’re even more excited to travel for a concert, festival, exhibition, or big game than they were last year.
The survey of 2,000 adults revealed that 56% of sports fans would happily use their annual leave to follow their favourite team anywhere they play—and 31% are willing to head abroad to do it.
With hotels right near nearly every NFL stadium, Marriott Bonvoy—an Official Sponsor of the NFL—is helping fans build the ultimate game plan by bringing on Efe Obada as their official 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 also identified four NFL-inspired traveller types, showing the roles people typically adopt while on holiday.
A quarter (25%) see themselves as ‘The Quarterback’, the trip leader who unites the group, takes charge of major choices, and adjusts plans when circumstances shift.
An equal proportion (25%) regard themselves as ‘The Coach’, the organiser who handles the practicalities, from accommodation and transport to excursions and schedules.
Meanwhile, 24% assume the position of ‘Rookie’, the first-timer who is discovering a location or occasion for the first time and seeks advice and insider tips from companions.
In contrast, 19% fell into ‘The Receiver’ category, the impulsive explorer who identifies possibilities, proposes unplanned diversions, and contributes to unforgettable experiences.
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:
- Do your pre-match analysis: Book your hotel early, check journey times and map out the key moments you don’t want to miss.
- Kick off strong: Give yourself time to fuel up before heading out. A good game plan always starts with the essentials.
- Teamwork is key: Local knowledge can make all the difference. Ask hotel staff for recommendations and insider tips.
- 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.