Marriott Bonvoy has reported a substantial increase in US visitation to Melbourne following Australia’s first-ever regular-season NFL game at the MCG last week.
The NFL’s official hotel partner said the spike bucked the usual pattern of domestic-led demand, with US travellers representing the largest source market at more than 50 per cent of its Melbourne hotels on the eve of the game. At its remaining Melbourne properties, the US was the second-largest source market behind Australia.
Marriott Bonvoy members accounted for 80 per cent of occupancy across its Melbourne hotels over the NFL period, with many guests extending their stays before and after the game to explore the city.
The brand pointed to a broader trend of event-driven travel. According to a Marriott Luxury Group survey conducted this year, 84 per cent of luxury travellers across Asia Pacific said they were motivated to travel for a high-profile or cultural event – a figure that climbs to 92 per cent among Australian travellers.
“Whilst the highest night of demand is the eve of the game itself, we were pleased to see that many of our guests extended their stays pre and post event to explore more of Melbourne and drive support for the city’s tourism,” Marriott International regional vice president – Australia, New Zealand & Pacific, Jason Nuell, said.
To mark the occasion, Marriott Bonvoy partnered with former NFL player Todd Gurley on a 24-hour Melbourne city guide shared via Instagram, with Paralympian and 2022 Australian of the Year Dylan Alcott acting as his local guide. The guide forms part of a global content series highlighting destinations on the NFL’s international calendar.
As official hotel partner, Marriott Bonvoy also offered members exclusive access to the game through its Bonvoy Moments platform, with five packages including match hospitality made available for the event.
“Marriott Bonvoy has always been about connecting our members with experiences they’re passionate about,” Nuell said. “More and more, we’re seeing these passions take shape in the sporting space, and we relish in the opportunity to turn these into unforgettable travel moments for our members. We’re thrilled to continue our partnership with the NFL as the sport grows globally and brings passionate fans through to our hotels.”
Marriott Bonvoy’s travel program has more than 295 million members worldwide.
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