What's Happening?
CoStar Group, a leading provider of real estate information and analytics, has reported significant gains in hotel performance across five key Australian markets during the Men's Ashes series. The data,
collected from late November 2025 to early January 2026, highlights substantial increases in occupancy rates, Average Daily Rate (ADR), and Revenue Per Available Room (RevPAR) in cities such as Perth, Adelaide, Brisbane, Melbourne, and Sydney. Perth saw its occupancy peak at 96% during the first Test, with ADR and RevPAR reaching record highs. Adelaide reported the highest ADR and RevPAR during the third Test, with year-over-year gains of 144.8% and 326.1%, respectively. Brisbane and Melbourne also experienced notable increases in hotel performance metrics during their respective Test matches.
Why It's Important?
The reported gains in hotel performance during the Ashes series underscore the significant economic impact of major sporting events on local markets. These events drive tourism and increase demand for accommodation, benefiting the hospitality industry. The data from CoStar highlights how such events can lead to record-breaking occupancy and revenue figures, providing a boost to local economies. This trend is particularly relevant for cities hosting international events, as it demonstrates the potential for increased economic activity and the importance of strategic planning in the hospitality sector to capitalize on such opportunities.
What's Next?
As the hospitality industry continues to recover from the impacts of the pandemic, the data from the Ashes series may encourage other cities to pursue hosting major events to stimulate economic growth. Hotel operators and local governments might explore strategies to maximize occupancy and revenue during such events. Additionally, the success of the Ashes series could lead to increased interest in hosting similar events, potentially influencing future tourism and hospitality strategies in Australia and beyond.
