AUSTRALIA | The British & Irish Lions Tour has had a substantial impact on Accor properties across Australia, reporting strong occupancy rates.
Australia’s largest hotel operator, Accor, has declared The British & Irish Lions Tour a nationwide tourism triumph, as tens of thousands of travelling fans fuel record hotel occupancies and major economic benefits across the country.
With the Lions set to take on the Wallabies at a sold-out Accor Stadium this Saturday night, their passionate army of more than 40,000 fans has already delivered a roaring victory for local tourism.
“From Perth to Sydney, the influx of international and domestic visitors is driving exceptional results for our hotels and the broader visitor economy,” said Accor Pacific Chief Operating Officer, Adrian Williams.
“This tour is a powerful reminder of the impact major sporting events have in energising cities, filling hotels, and supporting restaurants, bars, and attractions nationwide.”
For the majority of games, Accor hotels in the hosting cities have achieved occupancy rates above 90 percent. Accor’s Adelaide hotels hit 100 percent occupancy on 12 July for the Invitational AU & NZ vs The Lions game, and the Group’s Perth hotels saw the largest year-on-year growth with a +21 percent increase, reaching 92 percent occupancy for the Western Force vs Lions clash.
Accor hotels across Melbourne recorded 99 percent occupancy for the Wallabies vs Lions match. This marked Accor’s highest-ever occupancy result for Melbourne Centre, beating even the Taylor Swift effect, which peaked at 96 percent. Accor’s Sydney hotels are already tracking well ahead, with bookings for this weekend’s Wallabies match +14 percent in the CBD and +13 percent in Sydney West compared to last year.
Bookings from the UK and Ireland on Accor’s booking platform, ALL.com, have surged too, with international stays up 92.9 percent in the past four weeks compared to 2024.
“This isn’t just a win for rugby, it’s a win for tourism, hospitality and every community lucky enough to host a game,” added Adrian Williams.
Accor hotels across the country have tapped into the buzz of the Tour, welcoming many of the touring fans and delivering a suite of creative, guest-focused experiences. From themed food and beverage promotions to playful lobby activations, properties leaned into the energy of the event to create a memorable atmosphere for guests.
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