What's Happening?
Australian hotel markets have seen significant increases in performance metrics during the British and Irish Lions Tour, according to data from CoStar. Brisbane, in particular, posted record highs in average daily rate (ADR) and revenue per available room (RevPAR) during the tour. The tour, which took place over June, July, and August, involved matches in six Australian cities. Canberra recorded the highest occupancy for a single night at 95.9% on July 9. Brisbane's ADR and RevPAR peaked on July 19 during the Wallabies match, with year-over-year growth of 109.3% and 125.7%, respectively. Other cities like Adelaide, Sydney, and Melbourne also saw high occupancy levels during match days. The tour's impact extended beyond host cities, with regional destinations experiencing RevPAR gains due to the influx of British and Irish fans.
Why It's Important?
The British and Irish Lions Tour has demonstrated the significant economic impact major sporting events can have on local markets, particularly in the hospitality sector. The record performance in Brisbane and other cities highlights the potential for increased revenue and occupancy rates during such events. This is especially valuable during the Australian winter months, which typically see lower occupancy rates. The influx of international visitors not only boosts hotel performance but also contributes to the broader economy through increased spending in local businesses and attractions. The success of the tour underscores the importance of hosting international events for economic growth and tourism development.
What's Next?
Australia is set to host another major sporting event, the Ashes 2025-2026 cricket tour, starting in November 2025. This event is expected to attract a large English contingent, with matches scheduled across five cities. Adelaide's occupancy rates are already showing high levels for the upcoming event, indicating potential for continued strong performance in the hospitality sector. Hotels and local businesses are likely to prepare for increased demand and capitalize on the economic opportunities presented by the tour.
