Priority Pass 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 2032, and wellness tourism more than USD 910bn by 2030. Surveying over 12,000 travellers across 20 markets, including over a 1,000 in India, Priority Pass’ latest global research report reveals 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 matches to digital detoxes in nature. Globally, of those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sports, and a third (33%) travel for both. This is higher in India, where 40% of travellers travel for both sports and wellness.
Younger generations (Millennials and Gen Z) in India are using sports travel as a jumping-off point for new experiences, with more than half (55%) motivated to explore new cities as part of the same trip. When it comes to wellness travel, they are looking to unwind, with more than a third (42%) book wellness trips to ‘digitally detox’. In India, 56% of wellness travellers are seeking experiences in nature or the wilderness, 49% are drawn to meditation or mindfulness sessions, and 38% are interested in spa treatments, massages or thermal therapies during their travels.
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. In India, this rises significantly to 71% and 89% respectively. Among those who don’t currently have such perks, 80% of Indian respondents expressed a desire for a card that would enhance their sporting and wellness travel pursuits.
These benefits do not 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. The impact on loyalty is equally significant; in India, 61% of cardholders with travel benefits on their payment card feel valued, while over a third (38%) report feeling loyal to their card provider. Additionally, 42% of Indian travellers with travel benefits are more likely to consider other products from the same issuer, highlighting the long-term commercial value. Taking a closer look at the benefits that cardholders with access to travel benefits value, 85% of Indian travellers often or always make use of airport lounge access, higher than the global average of 78%.
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.”
“Across India, sports and wellness experiences are increasingly shaping how travellers, particularly Millennials and Gen Z, plan their travel and prioritise spending. With India’s sports and wellness tourism markets expected to reach USD 215bn by 2030, it reflects a fundamental shift in how travellers define value, prioritise wellbeing, and pursue happiness through travel,” said Todd Handcock, Chief Commercial Officer and Asia Pacific Executive Chair, Collinson International. “Our research underscores the rising demand of sports and wellness tourism in India, providing actionable insights on where brands should focus their investments so as to drive deeper customer engagement and loyalty, as India continues to play a key role in this next phase of travel growth.”
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. In addition, 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.
