Passion Pursuits: Priority Pass Reveals How Sports and Wellness are Inspiring the Next Wave of Travel
Passion Pursuits: Priority Pass Reveals How Sports and Wellness are Inspiring the Next Wave of Travel
Half (50%) of wellness travellers are driven by the need to support their mental health or emotional healing.
46% of respondents who travel for sports say they’re motivated to discover new cities.
A third (33%) travel for both sports and wellness experiences, highlighting the growing trend of passion-driven, multi-experience journeys.
Travellers are embarking on a new era of exploration, one defined not by destinations alone but by passion. Priority Pass, the world’s original and leading airport experiences programme, has today unveiled its new report, ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’. Over 12,000 travellers across 20 markets were surveyed to reveal how sports and wellness are inspiring the next wave of travel, where interests and aspirations shape every journey.
Of those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sport, and a third (33%) travel for both. These findings reveal we have entered the era of Passion Pursuits. No longer content with traditional holidays or pre-packaged itineraries, today’s adventurers are building their travels around unforgettable experiences, whether that’s feeling the electric energy of a stadium crowd or finding tranquillity in a secluded wellness retreat. This new wave of travel is as much about personal fulfilment as it is about the destination, redefining motivations behind travel.
Wellness Travel Goes Mainstream
Wellness is no longer an occasional indulgence; it’s become an essential part of modern life, especially for younger generations. Travellers are actively seeking trips that help them nurture both mind and body. 60% cite the desire to relax, recharge and disconnect as their top motivator for wellness travel, while half (50%) are driven by the need to support their mental health or emotional healing, and 40% seek to improve their physical health or fitness.
When it comes to digital detox, over a third (35%) of younger travellers are booking wellness escapes specifically to unplug from technology.
Today’s wellness travellers are curating experiences that help them switch off, find balance, and return home rejuvenated. The most sought-after activities include spending time in nature or wilderness (49%), indulging in spa treatments, massages or thermal therapies (37%), silent retreats or solo reflection (35%), and practices like meditation or mindfulness sessions (33%).
Live Sports: The Spark for Adventure
Sports fans are packing their bags, driven by the thrill of live events, team loyalty, and the desire to explore new destinations. Nearly half (46%) of sports travellers say they are motivated to explore new cities through sports travel. The trend is even stronger among younger generations (Millennials and Gen Z) - 49% compared to 40% of older travellers (Gen X, Baby Boomers, and Silent Generation).
When it comes to ticking items off their bucket list, 42% of younger people are seeking new experiences whilst they are away, such as famous global sports events, compared to just a third (33%) of their older counterparts.
While football / soccer remains the world’s favourite live sport, travellers’ preferences are shaped by both region and generation.
Esports is also emerging as a draw, with 15% of younger people travelling for Esports events, compared to only 6% of older generations.
Redefining the Journey
For sports and wellness travellers, the journey starts at the airport; a crucial moment to shift gears and set the tone for the adventure ahead. More than half (52%) say a good travel experience significantly enhances how much they enjoy the trip overall, yet many still face long queues (42%), inconvenient flight schedules (34%), and stressful or rushed airport experiences (34%).
Nearly half of travellers with access to these travel benefits say that airport lounges, as well as spas, sleep pods and sleep suites (all 47%) significantly improve their travel experience - Priority Pass is meeting these evolving expectations through both digital innovation and experience expansion.
Members can access more than 1,800 airport lounges and travel experiences worldwide, complemented by a suite of end-to-end services that remove friction at every touchpoint: from transfers and car hire to lounge access, tranquil spas, sleep pods and gaming lounges. Digital tools like Pre-Book also allow travellers to plan in advance, whilst access to digital travel wellness companion, TrvlWell, enhances health and wellness while travelling.
“Travellers are increasingly choosing journeys that truly enrich, inspire and reflect their personal passions,” said Christopher Evans, CEO of Collinson International. “Travel is no longer just about checking destinations off a list or visiting famous landmarks – there’s a growing shift towards experience-led itineraries. Trip inspiration is increasingly being sparked by the excitement of a major sporting event or the restorative calm of a wellness escape. Travellers are seeking elevated travel experiences that align with their interests and create lasting memories, long after they touch down.”
Commenting on how she resets between races when travelling, Bianca Bustamante, Palou Motorsport Formula 3 Racing Driver and Priority Pass brand advocate, said: “Sport and travel are my twin passions; they’ve taken me from karting in Manila to racing globally. Racing pushes my limits, you’re chasing tenths, adapting every lap, managing pressure that never lets up. Travel can add to that chaos, or it can be the reset. With Priority Pass, I find calm and comfort, space to refuel my mind, recover my body, and stay sharp for the next green flag.”
To find out more, read the full report here.