- Australian hotels experienced record-breaking occupancy and revenue during the British and Irish Lions Tour.
- Major sporting events significantly boost hotel demand, especially during the typically low-occupancy winter months.
The British and Irish Lions Tour has delivered a substantial boost to the Australian hotel industry, with several cities reporting record highs in key performance metrics. According to data from CoStar, cities like Brisbane saw unprecedented increases in average daily rate (ADR) and revenue per available room (RevPAR).
During the tour, which spanned June to August, six Australian cities hosted matches, creating a surge in hotel demand. Canberra recorded the highest single-night occupancy at 95.9% on July 9. On the same night, the city’s ADR and RevPAR rose by 10.3% and 12.8%, respectively, compared to the previous year.
Brisbane experienced its highest-ever ADR and RevPAR on July 19, coinciding with a Wallabies match. The figures reached AUD504.91 and AUD447.30, marking year-over-year growth of 109.3% and 125.7%, respectively.
Matthew Burke, regional director at STR, highlighted the importance of major events in driving hotel demand, particularly during Australia’s winter months, which typically see lower occupancy rates.
Other cities also benefited from the tour’s impact. Adelaide and Sydney reached occupancy levels of 94.8% and 92.9%, respectively, on their matchdays. Melbourne’s occupancy peaked at 91.4% during the second test between the Wallabies and Lions.
The tour’s influence extended beyond the host cities, with British and Irish fans contributing to increased hotel performance in regional destinations such as North Queensland, Sydney surrounds, and the Gold and Sunshine Coasts.
Looking ahead, Australia is preparing for another influx of international visitors with the Ashes 2025-2026 cricket tour. Adelaide’s hotel occupancy for the event is already projected to be high, promising another boost for the hotel industry.
