The USD 3 Trillion Opportunity: Priority Pass Reveals How 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.
Priority Pass, the world’s original and leading airport experiences programme, has today released the findings of its new report ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel’. Sports tourism is projected to reach over USD 2tn by 20321, and Wellness tourism more than USD 910bn by 2030.2 Priority Pass’ latest global research report surveys over 12,000 travellers across 20 markets to reveal how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.
The report uncovers a developing trend in traveller behaviour: sports and wellness enthusiasts are designing their itineraries around major sporting events or wellness retreats, from live football / soccer matches to digital detoxes in nature. 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.
Younger generations (Millennials and Gen Z), in particular, are using sports travel as a jumping-off point for new experiences, with nearly half (49%) 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%) booking wellness trips to ‘digitally detox’.
Cardholder Behaviour: Perks Drive Card Selection, Spend, and Loyalty
For financial institutions, the message is clear: meaningful travel benefits drive engagement, spend and loyalty. 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. 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. The impact on loyalty is equally significant; over half (54%) of cardholders with travel benefits feel valued, while over a third (37%) report feeling loyal to their card provider. In contrast, only 32% and 25% 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 19% of those without travel benefits - highlighting the long-term commercial value.
In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences that they would not otherwise have access to. This shift marks a pivotal opportunity for banks and card issuers to elevate their role from financial provider to lifestyle enabler, delivering meaningful, experience-led benefits that inspire loyalty, capture high-value segments, and secure long-term growth.
“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.”
To enhance the traveller experience, Priority Pass 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.
By integrating Priority Pass into their offerings, brands can deliver the premium experiences aspirational travellers seek, from a variety of airport and travel experiences to wellness partnerships that support traveller fitness, nutrition, and recovery. This approach helps to move them beyond transactional service providers to facilitators of the lifestyles their premium customers cherish; differentiating card propositions through solutions that genuinely matter.
To find out more, access the full report here.
[2] Research and Markets, Wellness Tourism Market - Forecasts from 2025 to 2030
Methodology
Research commissioned by Priority Pass, and independently conducted by Qualtrics, between 05.09.25 and 26.09.25 among a sample of 12,557 travellers from 20 markets including: Brazil (525), Canada (522), Colombia (525), Germany (509), Hong Kong (SAR) (524), India (1050), Indonesia (1049), Italy (525), Japan (521), Mexico (525), Nordics (Sweden, Norway and Denmark, 531), Peru (521), Saudi Arabia (526), Singapore (523), South Korea (517), Thailand (525), Turkey (525), UAE (516), UK (1049) and USA (1049).
All respondents self-reported as having travelled / plan to be travelling for sports and / or wellness (past 12 months and / or next 12 months).
Younger generations are categorised as Millennials and Gen Z. Older generations categorised as Gen X, Baby Boomers, and Silent Generation.