Melbourne’s hospitality sector, including hotels have received a huge boost thanks to the record-breaking attendance figures at the Australian Open.
On Day 2 95,290 fans packed Melbourne Park, Day 3 recorded 90,102, and Day 4 had 86,098 people attend.
The running total, up to the end of Day 4, had a total of 353,189 people enter the gates. Last year, the Australian Open notched up a record 1,020,763 attendees for the duration of the event.
Craig Dennington, Agilysys regional director for AU & NZ, says the boost isn’t just about capitalising on short-term and a temporary economic lift, but a chance to showcase Melbourne’s hospitality and create lasting impressions on a global audience setting the stage for sustainable growth.
“To fully capitalise on this surge in demand, hotels and local businesses must focus on creating value that extends beyond premium pricing,” he says.
“While elevated rates during high-demand periods are expected – particularly given the influx of visitors to Melbourne – ensuring guests feel their experience justifies the cost is critical. Service, amenities, and personalised touches can transform a one-time stay into a lasting impression, encouraging repeat visits long after the tournament concludes.
“For hotels, this could mean offering tailored packages for tennis fans, such as early breakfasts for those heading to morning matches, shuttle services to Melbourne Park, or exclusive Australian Open-themed amenities like branded merchandise or celebratory cocktails.
“Seamless experiences like streamlined check-ins and local insider tips can further enrich stays, ensuring guests feel welcomed and valued amidst the bustling energy of the city.
“The impact of the Australian Open goes far beyond hotel lobbies, providing an economic boost to nearby eateries, retailers, and cultural attractions. By prioritising an exceptional guest experience, the hospitality sector can turn the tournament into a springboard for sustained economic benefits, ensuring the record-breaking crowds of 2025 leave with unforgettable memories and plans to return to Melbourne for years to come.
Sofitel Melbourne On Collins is one hotel bringing the Summer of Tennis to life in an activation that blends sport, luxury, and sophistication.
Fans of the Australian Open can watch the day games live in Sofi’s Lounge at the hotel from 11am to 7pm, where the tennis pop-up includes a giant TV screen, deck chairs, and a Pommery Champagne Lounge to bring the atmosphere of Summer of Tennis to life. It is open to guests and members of the public who can enjoy all the action, without the crowds.
Sofitel also served up Olympic gold medallist, Qinwen Zheng hosting an exclusive VIP event for guests and partners prior to the world No.5’s appearance at the Australian Open.
Marriott Bonvoy, an official hotel partner of the Australian Open, unveiled its Marriott Bonvoy Lounge – a premium retreat at the tournament offering an unmatched blend of luxury, wellness, and culinary excellence.
After a day of walking the precinct, watching matches, and exploring activations, attendees are able to recharge at the lounge’s Westin Heavenly Spa pop-up. Inspired by Westin Hotels & Resorts’ Six Pillars of Well-Being, the spa offers express treatments, including Relaxation Head Massages and Transformative Neck & Shoulder Massages, to help guests unwind in between the action.
Marriott Bonvoy members can also indulge in a menu curated by award-winning chef Massimo Mele, featuring highlights such as Mamma Maria’s polpette and Slow Cooked Lamb Shoulder. Exclusive VIP moments, including Q&A sessions with tennis legends like Ash Barty and trophy photo opportunities, elevate the experience even further.
The lounge is accessible to members through the instant redemptions program, offering the ultimate way to enjoy the Australian Open.
Travel companies also see the benefit of having a significant presence at the Australian Open with Journey Beyond and Emirates both key sponsors.
Journey Beyond’s presence includes a series of TV commercials, sponsor billboards, integrations within the Summer of Tennis telecast, The Today Show and Nine radio across including 3AW and 2GB.
The campaign is running across the entire duration of ‘Summer of Tennis’, leveraging Journey Beyond’s iconic hero brands, The Ghan and Indian Pacific and small group tour operator Outback Spirit. It is supported by campaign extensions across print, social and digital for all of Journey Beyond’s portfolio of brands.
Emirates also announced a five-year renewal of its longstanding partnership with Tennis Australia, remaining as the Official Airline of the Australian Open until 2029.
It’s signature flight attendants greet players as they enter centre court and are ever-present during trophy presentations.
Qatar Airways also celebrated its partnership with tennis legend, Novak Djokovic, hosting a ‘Dinner with Novak Djokovic’ event for its trade and corporate partners last Friday, ahead of the Australian Open.
As the airline’s Global Brand Ambassador, the 10-time Australian Open champion was at the Botanical Hotel in Melbourne for an exclusive Meet & Greet experience. Guests were treated to a three-course dinner, speech and Question & Answer session with Djokovic, as well as a number of photo opportunities with one of the world’s top tennis stars.
Feature image: Emirates at Rod Laver Arena during the 2024 Australian Open last year. Photo by Tennis Australia / Rob Prezioso
