Summer of Champions: Group Reveals Travel Trends During Major Sporting Events

PARIS, July 10, 2024 /PRNewswire/ — The summer travel season is in full swing and Group, a leading travel services provider, is seeing a significant increase in bookings in Europemainly because of the football in June and a major international sporting event in Paris which will start in late July. There is a double growth in travel bookings from global travelers going to Paris this summer compared to last year, showing that sports tourism has the potential to win a gold medal in boosting travel consumption.

Who’s traveling?

Among the travelers who visit Paris there is a high demand in July and August Asiaincluding mainland China, Japan, South Korea And Hong-Kongand other travelers from the United Kingdom, Germany, Italy and the USAlso notable was the 105% increase in the number of orders from Chinese consumers. Paris remains a popular destination for Chinese travelers, reflecting their strong desire to experience the culture and history of the French capital.

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Chinese tourists show a taste for luxury, with the highest booking volume for suites and king hotel rooms among other travelers, reflecting a desire for more spacious and luxurious accommodations during their stay. Average spending per Chinese traveler has increased by 65%, with an increase in 5-star hotel bookings compared to the previous year.

Asian fans also show clear differences in relation to major sporting events compared to their European counterparts. They prefer to combine their sporting attendance with broader travel plans, booking longer hotel stays on average than European travellers.

The average length of stay for travelers from Asia increased by 20% compared to the same period last year, with mainland China, South Korea and Hong-Kong travelers who stay the longest. This suggests that Asian tourists are extending their vacations to fully immerse themselves in the sporting event this summer.

Other sporting events, with their diverse range of sports and global representation, also attract international fans of Asia who often combine their presence with extensive cultural and tourist activities. European fans, especially those following football this summer, however, focus mainly on cheering on their national football teams, with shorter stays determined by the matches. This approach by Asian travellers enhances the travel experience and encourages a deeper involvement with the host destination.

This summer, Asian travelers spent more money on attractions than European travelers, favoring attractions such as the Louvre Museum, the Palace of Versailles and a river cruise on the Seine.

Where are they staying?

French luxury hotels and even ‘palaces’ are popular travel options in Paris. In the 2024 Trip.Best 100 Global list, a collection of curated travel rankings based on real user reviews and booking popularity. French hotels appeared in the top 100 luxury hotels nine times. Five Parisian hotels were ranked in the top 20, with Hotel de Crillon, a Rosewood Hotel in Parissecuring the top position. This trend towards luxury is also seen in gastronomy, with Trip Gourmet seeing a 20% increase in restaurant bookings with gastronomic awards, such as Terry’s Café, Liberto, L’Imperatif, At Milo’sAnd The Procope restaurants.

For those seeking a unique experience, there has been a 20%+ increase in bookings for alternative accommodation, such as vacation rentals and boutique lodgings. Within the Asia Pacific market, Singapore leads the way for such accommodations alongside hotels with triple-digit growth, closely followed by Japan with double-digit growth.

More and more Asian travelers are choosing to explore cities other than Pariswith triple-digit growth among cities outside the capital. The top 10 cities and regions attracting travelers outside the capital Paris Involving Nice, Lyon, Marseille, Bordeauxand Nantes, of which Nice And Marseillefootball matches are held on the French Riviera.

Visitors from, for example, Japan And Hong-Kong make reservations now to stay in Marseille, LyonAnd Nicewith bookings showing double the growth compared to the same period last year. Travelers are looking for a cultural experience both indoors and outdoors Pariswith an increasing interest in the French wine region of Provence.

Traditional attractions everywhere France continue to fascinate travelers Asia with their rich historical and cultural charm. Top attractions in Parisincluding the Louvre Museum, the Paris Opera House, Eiffel Tower and Disneyland Paris. There is also an increase in orders for private tours in Francean increase of more than 50% year-on-year.

The increase in bookings and enthusiasm among travelers reflects a growing interest in combining sports tourism with cultural exploration, highlighting a growing desire to experience more than just the traditional vacation. Sporting events provide a unique gateway for tourists to connect with the culture and community of their destination.


About Group Group is a leading global travel services company comprising, Ctrip, Skyscanner and Qunar. Group helps travelers around the world make informed and cost-effective bookings for travel products and services across its platforms, and enables partners to connect their offers to users by aggregating comprehensive travel-related content and resources, and an advanced transactional platform of apps, websites and 24/7 customer service centers. Founded in 1999, Group was listed on NASDAQ in 2003 and on HKEX in 2021. It has become one of the world’s best-known travel groups, with the mission “to find the perfect trip for a better world”. Learn more about Group here:

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