VIP Access: delivering the ultimate match day for sports fans

When it comes to human connection, few things are more powerful than travel or sport – and together, they’re unstoppable.

It’s why fans don’t just follow teams. They travel for them. From hometown rivalries to international championships, sport moves people across cities, countries and even continents.

According to UN Tourism, sports tourism now accounts for 10% of global spending¹ – and Skift reports that the industry is on track to reach $1.3 trillion by 2032.² In 2026, North America is poised to welcome more than six million sports fans for a major global football tournament – on top of the travel fans are already planning across every league and sport.

As sports travel continues to accelerate and team spirit fuels adventures worldwide, hotels have an opportunity to capture demand from these high-value travellers – fans who spend an average of $1,580 per trip and stay two to six days.³

Plus, when fans take bucket-list sports trips, the stay matters just as much as the match. As a hotel, you have the chance to make that experience unforgettable.

That’s where VIP Access comes in.

Our exclusive VIP Access programme showcases hotels that create consistently exceptional experiences – the kind fans seek out when they’re planning sports travel. In exchange for offering perks and discounts to our top-tier guests, VIP Access properties get exclusive advantages, including increased visibility to One Key™ rewards members who book more frequently and spend more than non-members.⁴

An exclusive badge boosts visibility in search results, and Members-Only Deals and in-stay perks like pre-match breakfasts and room upgrades make VIP Access properties a top pick on match day and beyond.

With major sporting events filling the calendar, hotels that truly understand fans will take home the trophy. The VIP Access badge is a clear sign of thoughtful perks, elevated service and consistently great stays – no matter where the game takes them.

Since the VIP Access programme is earned through creating excellent experiences, it’s a win-win for everyone. Deliver consistently great stays and you do more than make guests happy – you qualify and maintain eligibility that keeps your property ahead of the competition.

Whether you’re already part of VIP Access or working towards eligibility, the rise in sports demand creates countless opportunities to delight guests and build loyalty. With more sporting events on the books, it’s the perfect time to focus on details that make every stay stand out.

• Complimentary match-day welcome drinks
• Late check-out after matches played at night
• Early check-in for fans arriving before kick-off
• Free pre-match breakfast
• Snacks and hydration kits to slip into a bumbag
• Waived parking for guests driving between events

Details like these may seem small, but they’re exactly the kind of upgrades that create VIP-like experiences at your hotel. See where you stand today and position your property to capture demand from sports travellers planning their next big trip.