Australian Footy Events Boost Hotel Revenue by $75 Million According to CBRE Report
Recent data indicates a significant uptick in hotel revenues across Australia, driven largely by major football events. According to a report by CBRE, three pivotal events—the British and Irish Lions Tour, the NRL Grand Final in Sydney, and the AFL Grand Final in Melbourne—resulted in a remarkable $75 million increase in hotel revenue.
Impact of Football Events on Hotel Industry
CBRE’s Major Hotel Markets Performance report for Q3 2025 identifies five key football events that profoundly affected hotel performance in Australia. The report highlights improvements in critical metrics within the hospitality sector.
Key Statistics
- National hotel occupancy: 73%
- Average Daily Rate (ADR): $243
- Revenue Per Available Room (RevPAR): $177
Significant Events and Economic Impact
Ally Gibson, CBRE’s Australian Head of Hotels Research, noted the economic benefits stemming from these football events. The NRL Grand Final, with an impressive attendance of 83,000, achieved 96% hotel occupancy, marking the highest for the year. This event alone generated an estimated $21 million in hotel revenue during the weekend.
The British and Irish Lions Tour also attracted significant crowds, drawing over 100,000 in Melbourne, 80,000 in Sydney, and 53,500 in Brisbane. Collectively, these attendees contributed an estimated $42 million uplift in hotel revenue across the three cities.
Performance Insights by City
| City | Occupancy Rate | Average Daily Rate (ADR) | Revenue Per Available Room (RevPAR) |
|---|---|---|---|
| Sydney | 83% | $325 | $269 |
| Melbourne | 76% | $183 | $183 |
| Brisbane | 76% | $259 | $196 |
| Adelaide | Unknown | Unknown | $153 |
| Perth | 80% | $249 | $199 |
Future Outlook
Looking forward, industry experts predict continued growth opportunities, particularly with the upcoming Ashes Cricket Test expected to drive further interest in hotel markets. Overall, the analysis reinforces how Australian footy events significantly contribute to enhanced hotel revenues and stimulate local economies, showcasing the sector’s resilience in the aftermath of the pandemic.
