What's Happening?
CoStar Group, a leading provider of real estate information and analytics, reported a significant increase in hotel performance across five key Australian markets during the Men's Ashes series. The matches, held from late November 2025 to early January 2026, saw record occupancy rates and revenue per available room (RevPAR) in cities like Perth, Adelaide, Brisbane, Melbourne, and Sydney. Perth experienced a peak occupancy of 96% during the first Test, with the highest average daily rate (ADR) and RevPAR recorded on November 22. Adelaide reported the highest ADR and RevPAR during the third Test, with year-over-year gains of 144.8% and 326.1%, respectively. Brisbane's occupancy reached 90.4% during the second Test, while Melbourne and Sydney also
saw significant increases in hotel performance metrics.
Why It's Important?
The reported gains in hotel performance during the Ashes series highlight the economic impact of major sporting events on local markets. The increased occupancy and revenue figures suggest a boost to the hospitality industry, benefiting hotel operators and local businesses. This trend underscores the potential for sporting events to drive economic activity and tourism, providing a model for other regions seeking to capitalize on similar opportunities. The data from CoStar Group offers valuable insights for stakeholders in the hospitality and real estate sectors, emphasizing the importance of strategic planning and investment in infrastructure to accommodate such events.
What's Next?
As the hospitality industry continues to recover from the impacts of the pandemic, the success of the Ashes series in boosting hotel performance may encourage further investment in event-driven tourism. Cities hosting future sporting events could see similar economic benefits, prompting local governments and businesses to enhance their facilities and services. Additionally, the data provided by CoStar Group could inform future strategies for maximizing the economic impact of large-scale events, potentially influencing policy decisions and investment priorities in the hospitality sector.
