Focus on sports and wellness travel
Health and wellness as a trend is becoming a significant business sector and not just for retailers.
Sports tourism is projected to exceed US$2 trillion by 2032, while wellness tourism is set to surpass US$910 billion by 2030.
Travel perks are now a commercial lever, not a ‘nice to have’ and with 46% of cardholders with travel benefits say these perks encourage them to use their card more for everyday spending (vs 29% without), this is a trend that is crossing all sectors, not least, financial services.
In fact, as a US$ 3 Trillion Opportunity sports and wellness travel Is redefining payment cardholder expectations
- In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences – and financial services brands are ideally placed to provide.
- 79% with travel perks chose their payment card because of their sports and wellness travel interests.
- Over a third (35%) of respondents with travel benefits are more likely to consider other products from the same issuing bank, compared to 19% of those without.
Responding proactively to this massive growth area, Priority Pass, the airport lounge experiences programme, is sharing findings of its new report ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’. to explain the potential.
Sports tourism is projected to reach over USD 2tn by 2032, and wellness tourism more than USD 10bn by 2030 according to the survey of more than 12,000 travellers across 20 markets, including 1,000 UK travellers. It shows how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.
An important trend in traveller behaviour is that 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, the passion runs particularly deep: 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: 53% seek 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.
Cardholder Behaviour: Perks Drive Card Selection, Spend, and Loyalty
For financial institutions, the message is clear: 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.
“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.”