Sports and Wellness travel is £2.2TN opportunity, finds Priority Pass

79% with travel perks chose payment card because of sports and wellness travel interests

Airport experiences programme, Priority Pass, from Collinson, has released its new report From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel which finds Sports tourism is projected to reach over two trillion USD (£1.49tn) by 2032, and wellness tourism more than 10 billion USD (7.45bn) by 2030.

The report, which researched over 12,000 travellers across 20 markets, uncovered a developing trend in traveller behaviour.

It found sports and wellness enthusiasts are designing their itineraries around major sporting events or wellness retreats, from live football matches to digital detoxes in nature. 

Of those who travel for sports and wellness globally, nearly half (47%) did so for wellness, 20% for sport, and a third (33%) travel for both.  

In the UK, 53% of sports travellers cite their passion for a specific sport or team as a key motivator, whilst 52% are driven by the excitement of live events. 

Younger generations (Millennials and Gen Z), in particular, are using sports travel as a jumping-off point for new experiences, with nearly half (49%) globally being motivated to explore new cities as part of the same trip.  

When it comes to wellness travel, they’re looking to power down, with more than a third (35%) of global travellers booking wellness trips to ‘digitally detox’. 

In the UK, wellness travellers are equally motivated by deeper needs though with 53% seeking to relax, recharge and disconnect, whilst an equal proportion (53%) travel for mental health or emotional healing. 

Beyond these core motivations, 45% prioritise time in nature or wilderness, 42% participate in meditation or mindfulness sessions, and 41% indulge in spa treatments, massages or thermal therapy. 

For Priority Pass, the message from its research is clear for financial institutions- meaningful travel benefits drive engagement, spend and loyalty. 

Globally, 56% of sports and wellness travellers receive travel-related benefits through their most-used payment card. 

Of those, nearly four in five (79%) were influenced to acquire their card due to their sports and wellness travel interests. 

Among those who don’t currently have such perks, 71% expressed a desire for a card that would enhance their sporting and wellness travel pursuits.  

These benefits don’t just influence card selection; they drive usage, too. Globally, 46% of cardholders with travel benefits say it encourages them to use their card more frequently for general spending, compared to just 29% of those without.  

In the UK, the impact on loyalty is equally significant; over half (56%) of cardholders with travel benefits feel valued, while over a third (37%) report feeling loyal to their card provider. 

In contrast, only 33% and 27% of those without travel benefits feel valued or loyal, respectively. Additionally, more than a third (35%) are more likely to consider other products from the same issuer, compared to 17% of those without travel benefits – highlighting the long-term commercial value. 

Within the UK, the need for this is urgent with nearly half (44%) of travellers struggle with long queues at airports, whilst 39% report stressful or rushed airport experiences – pain points that premium benefits can meaningfully alleviate. 

When they do, the impact is tangible, with 45% of UK travellers with airport lounge access revealing it significantly improves their overall travel experience. 

“Cardholders today are looking to brands for access to rewarding experiences that enrich their lives and reflect their true passions,” said Christopher Evans, CEO of Collinson International. 

“Our report highlights how brands have a unique opportunity to support their customers’ thirst for meaningful experiences – whether that’s wellness retreats, exclusive sports events, or premium lounge access – often opening doors to opportunities they may not otherwise have. 

"These very memorable experiences, create a more emotional connection that delivers lasting value and greater loyalty. Brands that empower their customers to pursue their passions and travel interests are best placed to build genuine, long-term relationships in this new, experience-driven era.”