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Sports and Music Event Tourism unlocks new opportunities to capture spend

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Collinson International launches global research report unveiling how businesses can engage with sports and music fans to capture share of growing market spend.

80% of sports and music fans in Asia Pacific (APAC) have travelled by plane to watch their favourite team or artistSports fans are the biggest spenders globally, with 57% of sports enthusiasts from APAC spending more than US$500 per trip, per person4 in 5 event travellers from APAC visit new places rather than familiar ones

SINGAPORE, Oct. 24, 2024 /PRNewswire/ — Today, Collinson International, the owner and operator of Priority Pass and LoungeKey, has released its latest global research report, The Value of Sports and Music Tourism, exploring the travel and spending habits of sports and music event travellers. The new research revealed that sports fans are the biggest spenders globally in comparison to those travelling for music events; 57% of Asia Pacific’s (APAC) sports enthusiasts are spending more than US$500 per trip, per person.

Sports and music tourism is seeing huge growth. In 2023, sports tourism was valued at US$564.7 billion and is expected to almost double in value to US$1.33 trillion by 2032.[1] Similarly, music tourism is expected to see huge growth, forecasted to reach US$13.8 billion by 2032.[2] This is being driven by three main components: events, with more sports and music events, fans have more choice of destinations; exposure, the internationalisation of new and existing sports leagues through TV and streaming has encouraged fans to travel, while music fans are finding it may be more cost-effective to see an artist abroad; and experience, after years of Covid-19 travel restrictions, live fans are back and wanting new, enhanced experiences.  

It is clear that sports and music tourism is booming and event travellers have high aspirations, presenting a huge opportunity for businesses to tap into this growing segment of travellers. In APAC, of those that travel to an event by plane, more than four-fifths (85%) have travelled for sports and 74% for music in the past three years or plan to do so in the coming 12 months. Of these travellers, over half (53%) travel more than once a year with 19% attending three or more events annually.

SPENDING HABITS

Sports fans are the biggest spenders globally, with 57% from APAC exceeding US$500 per trip. Notably, 12% of respondents in APAC spend more than US$2,000 per trip. Globally, the 25-34 age group spends the most overall, with a third (33%) exceeding US$1,000 for sports and 31% for music events.

The typical spend for event travellers globally at airports is US$100 (44%) but this varies considerably with those travelling for basketball (30%), Formula 1 (32%) and the Olympics (31%) prepared to spend US$200 or more. As for those travelling for music, 25% are prepared to spend US$200 or above.

Over 4 in 5 (82%) of APAC sports and music fans have travelled to a new city or country to watch their favourite team or artist and of those, 28% said they have returned to these new cities / countries – with a further 31% planning to return. This presents huge economic growth opportunities for local businesses within these destinations, particularly where repeat business can be identified ahead of time. 

ELEVATED AIRPORT EXPERIENCES

Those travelling to see their favourite sports team or artist are looking for more premium travel experiences, which means they are more likely to take advantage of airport experiences.

More than half (52%) of APAC sports and music fans have used airport experiences when travelling for an event, which includes visiting an airport lounge (34%), gaming lounges (15%), sleep pods (16%) and spas (13%). The top reasons APAC fans visit an airport lounge is to relax and unwind before or after watching their favourite team/artist (58% for sports and 59% for music fans), followed by enjoying food and drink options at the airport (56% for sports and 57% for music).  

The uptake of airport lounges is higher among those spending more money on the trip overall. Globally, those travelling to basketball events (48%), Formula 1 (45%) and the Olympics (44%) are more likely to use lounges, with these fans also spending the most. 

TAILORING CUSTOMER ENGAGEMENT AND LOYALTY PROGRAMMES

Around 65% of APAC event travellers participate in customer engagement and loyalty programmes. Many have joined customer engagement and loyalty programmes that offer points/miles (46%) or discounts on flights (50%), tickets (39%) and accommodation (38%). Over a third (39%) of APAC event travellers would choose a payment card that offered exclusive travel benefits such as access to airport lounges, travel insurance (42%), and an event package (42%) that includes flights, accommodation, transfers and tickets.

Airport lounge access is a popular travel benefit through payment cards, particularly for travellers from India (43%), Hong Kong, UAE, Australia (all 41%), Singapore (40%) Germany (34%), UK (33%) and Brazil (32%).

“The growing and global fanbase that will travel to iconic sports and music events is looking for unforgettable experiences and are prepared to spend significantly to make their trip extra special,” says Christopher Evans, CEO of Collinson International, owner and operator of Priority Pass. “Fans are by definition synonymous with loyalty. This new research shows the high value they place on travel benefits. Great news for the travel industry and for those businesses targeting frequent travellers providing the opportunity to capitalise on the rise of event tourism by offering the travel benefits fans crave. In return, they will see the advantage of being top-of-mind and wallet with these frequent travellers, boosting engagement, building loyalty, and driving additional cross-border spend.”

“Sports and music events fuel wanderlust, taking travellers to every corner of the globe. As the appetite for sports and music tourism grows across Asia Pacific, significant opportunities for businesses are opening up,” says Todd Handcock, Global Chief Commercial Officer and Asia Pacific President, Collinson International. “This is particularly true for the travel sector, with Asia Pacific travellers being some of the highest spenders globally; as well as financial services organisations, with the latter witnessing significant shifts driven by technological advancements, evolving consumer expectations, and disruptive competitors. As businesses navigate this changing era, consumer loyalty and engagement emerge as pivotal drivers of growth and competitive advantage. Brands who can unlock the power and influence of sports and music-related rewards will position themselves well to benefit from higher customer engagement and retention.”

To find out more, read the full report here.

Notes to Editors

Collinson International commissioned this research independently. The report is not endorsed by any party mentioned herein.

Methodology: Research commissioned by Collinson International, owner and operator of Priority Pass, and independently conducted among a sample of 8,537 travellers from 17 countries and territories including: Australia (505), Brazil (502), Colombia (503), France (501), Germany (503), Hong Kong (501), India (502), Italy (504), Mexico (502), Peru (503), Saudi Arabia (501), Singapore (503), Spain (501), Thailand (503), UAE (501), UK (502) and USA (500). The survey was completed online in June 2024.  

Currency in US$.

Methodology 

Research commissioned by Collinson International, owner and operator of Priority Pass, and independently conducted among a sample of 8,537 travellers from 17 countries and territories including: Australia (505), Brazil (502), Colombia (503), France (501), Germany (503), Hong Kong (501), India (502), Italy (504), Mexico (502), Peru (503), Saudi Arabia (501), Singapore (503), Spain (501), Thailand (503), UAE (501), UK (502) and USA (500). The survey was completed online in June 2024.  

About Collinson International

Collinson International is the global, privately-owned company dedicated to helping the world to travel with ease and confidence. We work with the world’s leading payment networks, over 1,400 banks, 90 airlines and 20 hotel groups worldwide. We deliver market-leading airport experiences, loyalty and customer engagement, and insurance solutions for over 400 million end consumers.

Collinson International is the operator of Priority Pass, the world’s original and leading airport experiences programme. Travellers can access a network of over 1,500 lounges and travel experiences, including dining, retail, sleep and spa, in over 700 airports in 145 countries, helping to elevate the journey into something special. 

[1] Global Markets Insights, Sports Tourism Market Forecast 2024 – 2032 https://www.gminsights.com/industry-analysis/sports-tourism-market
[2] Custom Market Insights, Global Music Tourism Market 2024–2033 https://www.custommarketinsights.com/report/music-tourism-market/ 

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Walmart Has 23.6% of U.S. Grocery Sales – But Costco Owns the AI Answer – 5W Grocery Retail AI Visibility Index 2026

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Walmart Owns 21% of U.S. Grocery — But Costco Owns the AI Answer 

NEW YORK, May 7, 2026 /PRNewswire/ — 5WPR, the premier AI communications firm in the United States, today released the U.S. Grocery Retail AI Visibility Index 2026 — the 11th installment in 5W’s AI Visibility Index research series, and the first to rank American grocery retailers by how frequently they are cited inside AI-generated answers.

The headline finding rewrites the category league table.

Walmart, with approximately 21 percent of U.S. grocery market share — the largest in the country — ranks fourth in AI citation share. The retailer cited most often when American shoppers ask ChatGPT, Claude, Perplexity, or Google AI Overviews where to buy their groceries is Costco. Trader Joe’s ranks second. Whole Foods ranks third. Aldi, H-E-B, and Wegmans are all punching far above what their physical footprint would predict.

“Market share is a lagging indicator. AI citation share is a leading indicator,” said Ronn Torossian, Founder and Chairman of 5W. “The grocers who close that gap in 2026 will define the category in 2030. Most grocery CMOs we talk to are running 2019 playbooks against 2026 consumer behavior.”

5W researchers ran more than 80 consumer-intent queries across 12 sub-categories — best overall grocery store, cheapest, highest-quality produce, best private label, best organic, best meal planning, best bulk, best delivery, best customer service, best regional, and others — across the four leading consumer AI platforms. Each retailer was scored on citation frequency, position within the answer, sentiment, and sub-category dominance.

The top 10: Costco, Trader Joe’s, Whole Foods, Walmart, Kroger, Aldi, H-E-B, Publix, Wegmans, and Target.

Key structural findings:

Market share no longer predicts AI citation share. Walmart’s roughly 21 percent share translates to an estimated 8 to 10 percent AI citation share across premium query categories. The decoupling is the single largest such gap in American retail.Private label is the highest-leverage citation asset a grocer owns. Kirkland, Trader Joe’s, 365, Good & Gather, and Great Value are cited directly by name in AI answers at rates that exceed most national CPG brands.Regional loyalty translates directly into regional AI dominance. Regional chains outperform national chains in their home markets by 3x or more.Reddit and TikTok are under-priced citation surfaces. Perplexity pulls a majority of its answers from community sources. ChatGPT and Claude weight Reddit heavily.

The report also identifies six 2026 dynamics reshaping the category, including the new GLP-1 grocery basket, Aldi’s expansion as a citation-compounding program, and Walmart’s CEO transition from Doug McMillon to John Furner — effective February 1, 2026 — as a brand-narrative inflection point.

The full Index, including ranks 11 through 25 and sub-category breakdowns, is available as a free download at 5wpr.com/research.

About 5W

5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, and influencer channels. 5W combines public relations, digital marketing, Generative Engine Optimization (GEO), and proprietary AI visibility research, helping clients measure and grow their presence in AI-driven buyer research. 

Founded more than 20 years ago, 5W has been recognized as a top U.S. PR agency by O’Dwyer’s, named Agency of the Year in the American Business Awards®, and honored as a Top Place to Work in Communications in 2026 by Ragan. 5W serves clients across B2C sectors including Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, and Nonprofit; B2B specialties including Corporate Communications and Reputation Management; as well as Public Affairs, Crisis Communications, and Digital Marketing, including Social Media, Influencer, Paid Media, GEO, and SEO. 5W was also named to the Digiday WorkLife Employer of the Year list.

For more information, visit www.5wpr.com.

Media Contact
Chris Bergin
cbergin@5wpr.com

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ICAT Logistics Appoints Youssef Annali as Chief Financial Officer

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Transportation and logistics finance leader joins as ICAT accelerates its next phase of growth

DALLAS, May 7, 2026 /PRNewswire/ — ICAT Logistics announces the appointment of Youssef Annali as Chief Financial Officer. Annali brings more than two decades of senior finance leadership across global logistics and supply chain businesses, and joins as the company scales its platform, team, and operational capabilities globally. 

Annali joins ICAT from OIA Global, a $1.4 billion revenue supply chain management leader, where he served as CFO for four years overseeing Finance, Corporate Development, Strategy, Legal, Compliance, and Real Estate. Prior to OIA, he spent eleven years at CEVA Logistics—one of the world’s largest freight and logistics providers—rising to CFO & EVP Finance for North America, where he held financial accountability for a business generating over $4.5 billion in annual revenue and more than 14,000 employees. Earlier in his career, he served in senior finance roles at Abbott, KPMG, and PricewaterhouseCoopers.

Annali has a consistent track record of building finance functions that support strategic growth and has deep experience across financial planning, M&A, treasury, and corporate restructuring. He holds a Post-Master’s in Finance and Control from the University of Amsterdam and a Master’s in Business Administration from the University of Groningen.

“Youssef has led high-performing finance teams at the highest levels of global logistics. He brings the operational depth and strategic mindset our platform demands as we enter the next phase of growth,” said Brad Stogner, CEO of ICAT Logistics.

“ICAT has built something genuinely differentiated—a specialized platform operating in verticals where precision and domain expertise are non-negotiable. The foundation is strong, and the opportunity ahead is significant. I look forward to working with the team to accelerate that momentum,” said Youssef Annali, Chief Financial Officer of ICAT Logistics.

About ICAT

ICAT is the world’s leading specialized logistics company, delivering customized solutions and deep vertical expertise to industries where failure is not an option. With 65 offices and operating capabilities in 190 countries, ICAT serves customers across Live Events, Luxury, Technology, Defense & Aerospace, Life Sciences, and Financial Institutions—sectors defined by uncompromising performance standards. ICAT’s proprietary, AI-powered technology platform provides end-to-end visibility and predictive intelligence, enabling precise execution for the most demanding operations.

ICAT is backed by New Atlas Capital following its acquisition of the Company in 2024.

Contact Information

ICAT Logistics, Inc.
8840 Cypress Waters Blvd, Ste 325,
Coppell, TX, 75019
marketing@icatlogistics.com

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HelloNation Article Highlights Poughkeepsie’s Focus on Youth Investment, Neighborhood Parks and Sustainable Reuse

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The article examines how redevelopment projects and youth programs are reshaping community life across Poughkeepsie.

POUGHKEEPSIE, N.Y., May 7, 2026 /PRNewswire/ — What does long term community growth look like when a city invests in both people and public spaces? HelloNation has published a HelloNation article that provides the answer through a detailed look at how Poughkeepsie is combining youth investment, neighborhood improvements and adaptive reuse projects to support residents and strengthen the city’s future.

The article explains that Poughkeepsie is undergoing a period of reinvention centered on infrastructure upgrades, youth programming and redevelopment along the city’s Northside. According to the article, local and county leaders are working to create spaces where residents can learn, gather and build stronger community connections. The article notes that these efforts are intended to improve quality of life while helping the city grow in a more sustainable and inclusive way.

A major focus of the article is the planned Youth Opportunity Union, also known as the YOU, a large multipurpose youth facility backed by Dutchess County. The HelloNation article describes the project as a 19,000 square foot center that will include childcare services, wellness support, tutoring areas, teaching kitchens and both indoor and outdoor recreation spaces. The article explains that the project reflects a larger regional effort to increase opportunities for children and teenagers in underserved communities.

The article also highlights additional youth centered investments connected to sports, education and recreation. According to the article, Dutchess County has awarded grants to local organizations serving young people between the ages of 6 and 17. The article further explains that Poughkeepsie’s City Parks program has introduced mini grants designed to support renovations and activities in neighborhood parks, including Pershing Avenue and Malcolm X parks.

Beyond youth programs, the article details how the city is working to improve transportation and neighborhood infrastructure. The HelloNation article explains that Poughkeepsie launched its first five year paving plan in 2025, beginning with major roadway improvements on Main Street and other corridors. The article states that these upgrades are intended to improve safety, durability and daily conditions for residents while supporting broader redevelopment goals throughout the city.

Another important part of the article focuses on adaptive reuse and environmental redevelopment on the Northside. The article describes how Scenic Hudson plans to transform the former Standard Gage Factory into the Northside Hub, a redevelopment project designed to serve as both a nonprofit headquarters and a community gathering space. According to the article, the project will feature solar powered operations, office space, public parkland and community facilities near the Walkway Over the Hudson and Dutchess Rail Trail.

The article also explains that Poughkeepsie’s selection as the Mid Hudson winner in New York’s Downtown Revitalization Initiative adds additional momentum to current redevelopment efforts. The HelloNation article notes that the funding will support new downtown projects that build on existing investments in youth programs, infrastructure and adaptive reuse. Together, these efforts are presented as part of a broader strategy to create long term stability and opportunity for local residents.

The article concludes that Poughkeepsie’s emerging identity is closely tied to projects that strengthen neighborhoods while supporting future generations. Poughkeepsie Puts Youth, Neighborhood Parks and Sustainable Reuse at the Center of Renewal features insights from HelloNation Staff Writer, community development coverage of Poughkeepsie, New York, in HelloNation.

About HelloNation

HelloNation is America’s Good News Network, a premier media platform built on the idea that good news travels faster when real people tell real stories. Through its community-focused digital publications and innovative “edvertising” approach, HelloNation delivers expert-driven, good-news content that informs, inspires, and spotlights the leaders making a meaningful impact in their communities. HelloNation maintains partnerships with the U.S. Conference of Mayors, and the United States First Responders Association.

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