What's Happening?
CoStar Group, a leading provider of real estate marketplaces and analytics, has reported significant hotel bookings in Australia due to the upcoming Ashes series. According to Forward STAR data, hotel occupancy rates in Perth and Adelaide are notably
high, with Perth showing an occupancy rate of 83.6% for the first night of the series, scheduled for November 21-25, 2025. This marks a substantial increase from the previous year’s occupancy rate of 45.1% for the same period. Adelaide is also experiencing high bookings, with an occupancy rate of 86.4% on December 18, 2025, the second day of the Test match. The data indicates that long-form sporting events like The Ashes and the British and Irish Lions Tour significantly boost hotel performance beyond the host cities, affecting leisure locations such as Cairns and the Gold Coast.
Why It's Important?
The surge in hotel bookings for The Ashes series highlights the economic impact of major sporting events on the hospitality industry. This trend suggests that such events can drive substantial demand for accommodation, benefiting local economies and businesses. The increased occupancy rates in cities like Perth and Adelaide demonstrate the potential for tourism growth and increased revenue for hotels and related services. This development is crucial for the hospitality sector, which has faced challenges due to global economic fluctuations and travel restrictions. The data from CoStar Group underscores the importance of sporting events in revitalizing the industry and supporting economic recovery.
What's Next?
As the Ashes series approaches, hotels and businesses in Australia are likely to prepare for increased demand and potential logistical challenges. The hospitality industry may see further growth opportunities, prompting strategic planning to accommodate the influx of visitors. Additionally, other cities like Melbourne, Brisbane, and Sydney, which show promising booking levels, may experience similar benefits. Stakeholders in the tourism and hospitality sectors might explore ways to capitalize on this trend, potentially leading to investments in infrastructure and marketing to attract more international events.
Beyond the Headlines
The impact of The Ashes series on hotel bookings also reflects broader cultural and social dynamics. Sporting events serve as a catalyst for international engagement and cultural exchange, fostering connections between nations. The increased interest in such events may encourage further collaboration between countries, enhancing diplomatic relations and cultural understanding. Moreover, the hospitality industry's response to this demand could set a precedent for future event planning and management, influencing how cities prepare for large-scale gatherings.
