Luxury Sports Travel Scores Big: How Advisors Are Capitalizing on High-End Athletic Experiences

From the glamour of Formula 1 Grand Prix weekends to front-row seats at Wimbledon, luxury sports travel is fast becoming a top seller among high-net-worth clients seeking the thrill of world-class competition paired with five-star travel experiences.

These travelers want more than a seat at the game. They crave curated experiences that blend their passion for sports with the elevated service and exclusivity they expect from luxury travel. That includes full-service, immersive journeys that combine elite access to sports events with bespoke experiences, private transfers, top-tier accommodations, and itineraries that extend beyond the athletic events. Luxury is now the name of the game in sports travel.

A new Expedia survey showed that sports travel represents 10% of global tourism spending, and that is projected to reach $1.3 trillion by 2032. With the 2026 FIFA World Cup (across Canada, the U.S., and Mexico), the upcoming Winter Olympics in Italy next year, and the Summer Games in Los Angeles in 2028, momentum is only going to ramp up further. 

For travel advisors, this niche represents a lucrative growth opportunity. With value-added elements like a behind-the-scenes tour of a stadium at a big-name event, a golf retreat at a championship course, or a wine and wellness weekend wrapped around a major tournament, the possibilities are as diverse as they are exciting.

Here are some thoughts on how travel advisors can guide their clients to live out their bucket-list sports dreams in style — while boosting bookings and building referral-driven business with every play.

What luxury sports travelers want

Travel advisors are in the perfect position to enhance a standard sports-focused itinerary into a full luxury experience for their clients.

“Every sporting event offers unique experiences, and we want to help elevate any experience to keep the clients happy and to have stress-free travel,” says Caroline Settle, a Global Travel Collection travel advisor who specializes in this niche. “VIP tickets are a must for these events; and they want the best way to be expedited to and from the event; hospitality areas that are elevated and less crowded; and any experiences from getting access early to private parties to making it even more memorable.” 

Furthermore, Settle explains that they want “packages that are not only about the sporting event, but a total luxury package for the city they are visiting. The best dinners, tours, and shows to complement their VIP experiences at sporting events.”

F1 to the Super Bowl to the Olympics

To get the ball rolling for any travel advisors who are thinking about selling high-end sports travel, here are some examples of what advisors with proven success in this niche are doing for their clients.

Sandy Garcia, corporate & luxury leisure travel advisor, Protravel/Global Travel Collection, and a luxury sports travel expert, described what she arranged for clients attending the F1 Monte Carlo Grand Prix. The package is a once-in-a-lifetime experience that includes top hotel room blocks, best viewing locations, yacht parties, fashion shows, driver experience, and refined dining. Pre and post experiences were also set, making this a truly personalized experience. Garcia also noted that it had to be booked a year or more in advance.

One of the most memorable trips that Garcia curated for clients centered around the Men’s World Cup Doha. “Beyond private guided experiences and top dining in Doha, we included a trip plus a pre-MWC, 10-day, once-in-a-lifetime Egypt trip that included new digs and a dawn visit inside a pyramid,” she reports. Score one for bragging rights.

Among Settle’s most unforgettable luxury sports travel experiences booked was one built around the Olympics. Her team worked to make the entire journey as seamless as possible. Several families were traveling together, so they arranged a dedicated car per family. They coordinated the best seats and reservations at famous restaurants that the clients wanted to visit between events, while ending their nights at a gorgeous 5-star property. All events had hospitality access for clients to enjoy a private area often with viewing for bites and drinks.

Other examples fromSettle: “We have a client excited to be part of a VIP yacht viewing party at F1 in Monte Carlo. Our clients that attended the Olympics wanted hospitality tent access across all events, and drivers on disposal for ease to come and go. Our Super Bowl clients want the VIP tailgate prior to heading to their VIP seats. Whatever the clients’ needs, we will work to find a way to bring the package they want that suits them.”  

Game on with reliable teammates

The best tip for travel advisors interested in this luxury niche is to partner up with proven and reliable teammates on the ground for these events.

Garcia says she works with high-end trusted vendors who are financially sound. “With my exclusive luxury vendors, the experience is seamless. They offer access to the best seats, VIP experience that includes best seat/viewing access, local transportation, luxury hotel room blocks years in advance, onsite representatives that I work with year after year, parties, plus much more.”

Settle concurs: “Always make sure you use a trusted partner. Things out of our control can happen, and it is great to have a partner you can trust to collaborate with for solutions or great ideas to surprise and delight the client!”  

As demand for luxury sports travel heats up around the globe, “you never know what request is going to come into your inbox,” as Settle says. Get ready. Game on.

FROM THE SPONSOR:
Global Travel Collection (GTC), Internova Travel Group’s high-touch luxury travel agency, represents the most sophisticated community of travel advisors worldwide, serving clients in the luxury leisure, corporate, and entertainment sectors. GTC combines the buying power of a global organization with the personalized touch of a boutique agency, providing advisors with the resources, support, and supplier access needed to thrive in the high-end travel market.

Advisors who join GTC gain access to cutting-edge marketing tools, industry-leading technology, and a dedicated support team to help grow their business. The Advisor Success Team offers personalized guidance, while air specialists, revenue management experts, and 24/7 support services ensure advisors always have the resources they need. GTC’s strong relationships with top suppliers — and its membership in leading consortia like Virtuoso and Travel Leaders Network — provide clients with exclusive rates, upgrades, and VIP amenities.

GTC also prioritizes ongoing professional development, offering webinars, workshops, business development strategies, and immersive educational trips to keep advisors at the forefront of luxury travel.

If you’re ready to elevate your business and join a prestigious network of top travel professionals, visit globaltravelcollection.com/join-us to learn more.