With Australia’s premier motorsport event only around the bend, hotel chains like Marriott and Hilton are reaping the rewards in Australia’s home of sport.
Marriott Bonvoy, Marriott International’s award-winning travel program, is set for a record-breaking occupancy surge across its ten Melbourne properties.
Occupancy rates are up six per cent year-on-year, with the Saturday of race weekend already at a city-wide sell-out and Friday expected to follow suit.
Adding to the boom, Marriott has reported double-digit ADR growth compared to last year, driven largely by international travellers.
“The majority of growth is driven through international travel, with the largest proportion of our guests coming from the USA. International room nights increased 25 per cent year on year to almost two thirds of stays, highlighting the growing international appeal of the sporting event to our traveller base,” Marriott International area VP (AU/NZ) Jason Nuell said.
Marriott’s Melbourne portfolio, encompassing over 2,200 keys, includes The Ritz-Carlton, Melbourne, W Melbourne, The Westin Melbourne, Melbourne Marriott Hotel, and Le Meridien Melbourne.
As demand surges, members of Marriott Bonvoy have tapped into exclusive race-weekend experiences through the Marriott Bonvoy Moments platform, bidding on VIP access to the Mercedes Silver Arrows Lounge and premium hospitality with the Mercedes-AMG PETRONAS F1 Team.
Meanwhile, Hilton is experiencing a parallel uplift, with bookings across its Melbourne properties surging by up to 20 per cent around these marquee sporting events. Occupancy is expected to surpass 96 per cent as the Grand Prix weekend unfolds.
According to Hilton’s 2025 Trends Report, one in four Australian travellers prioritises live entertainment in their travel budgets, solidifying Melbourne’s status as the nation’s sports capital.
“This year, Aussies aren’t just travelling – they’re chasing the roar of the crowd,” Hilton area VP (Australasia) Paul Hutton said.
“Live entertainment is a major travel driver, and Melbourne is leading the charge, with Australians making up over 70 per cent of our weekend guests for the Grand Prix. The Australian Grand Prix is set to break booking records, but the momentum doesn’t stop there.
“Even the youngest Aussies are fuelling the trend, with 35 per cent of parents saying their kids want to travel for sports events this year. We’re also seeing strong demand for upcoming events like the Oasis tour and the British & Irish Lions series.”
For those who missed out on securing a stay in Melbourne, Hilton Honors and Marriott Bonvoy continue to offer premium access to F1 and other high-profile sports events worldwide, including Singapore and Miami. As sports tourism accelerates, both global hotel giants are well-positioned to capitalise on the increasing appetite for live-action experiences.
