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Holidaymakers are increasingly planning their next destination around music, sporting and cultural events

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.

Perez Hilton’s website has offered an update on the celebrity gossip blogger’s progress following his apparent August suicide attempt, revealing that he has been allowed to see his children and mother.

“They were first able to spend time together through a few video calls, and since then, Hilton has also been able to see his children and his mom a few times for short, supervised visits at the facility,” according to the site. “Seeing his children in person has meant an enormous amount to Perez. There have definitely been a lot of emotions for everyone, but being able to spend that time together has been incredibly meaningful and healing.”

Hilton, born Mario Lavandeira Jr., experienced a mental health crisis on the night of Aug. 4 in his Miami home and livestreamed himself engaging in self-harm with a box cutter and knife as followers pleaded with him to stop and attempted to contact him.

Hilton spent weeks in the hospital receiving treatment for his physical injuries before being transferred to a residential treatment program, where he could “focus fully on his mental health and recovery,” according to a family statement from earlier this month.

In August, Hilton was granted supervised visits with his children.

However, Hilton’s brother-in-law said on a podcast on Aug. 24 that Hilton had not had any contact with his kids, as “they were not allowed in that section of the facility.”

Tuesday’s update also publicized a GoFundMe fundraiser created for Hilton’s mother, Teresita Lavandeira, and Hilton’s three school-age children. The fundraiser, organized by theater producer Tom D’Angora, who has described himself as a longtime friend of Hilton’s, promised that “none of the money will be used for Perez personally.”

As of Tuesday afternoon, the fundraiser had raised about $14,000 out of its $25,000 goal. D’Angora was not immediately available for comment.

“Like any grandmother who suddenly finds herself responsible for raising three growing children, she’s also taken on significant and unexpected expenses,” the fundraiser website says. “Perez’s family and friends are helping however we can. We also wanted to give the many people who have asked how they can help a way to do so.”

The site’s Tuesday update said there was still no available timeline for when Perez would exit residential treatment.

“Communication with Perez is still limited, and we’re not able to talk to him daily,” the statement read.

But it assured that he was making progress.

“He’s continuing to work with his care team on understanding what led to his mental health crisis, recognizing warning signs, learning better ways to cope, and working through everything that brought him to this point,” according to the site.

Hilton has been a controversial media figure since the mid-2000s, when he launched a celebrity gossip blog called PageSixSixSix. After the New York Post sued him, he rebranded it to Perez Hilton, a play on socialite Paris Hilton’s name.

During its heyday, Hilton’s successful website — on which he would publish mocking posts about Britney Spears and Lindsay Lohan and spread conspiracy theories about celebrity deaths — generated about 8 million page views a day, The Times’ columnist Robin Abcarian wrote recently. In 2010, he declined a $20-million offer for his website, according to reporting by the now-defunct outlet Gawker.