Jack Garofalo is a writer specialising in sports, economics, citizenship, mental health, and culture. He has written for a variety of publications, including Red Bull, TRENCH, The Source, Like The Wind, and 

Navigating reality has become an almost constant shock to the system, and people are growing more invested in constructing a permanent refuge through world-building and community connections.

Essential Escapism

People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

Insider Status

While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

Experience Hunters

With the excitement of major sporting events like the Euros and the Paris Olympics on the horizon, premium live events service 

 offers curated premium experiences that promise to leave fans with unforgettable memories. Originally conceived by the NFL, On Location was born to provide comprehensive travel packages encompassing flights, accommodation, tickets, and ground transportation for mega events such as the Super Bowl, the NFL Draft, and the Pro Bowl. 

TravelAge West

 Its scope has since expanded far beyond American football, now serving as the official hospitality partner for more than 150 prestigious event brands, including the US Open, Ultimate Fighting Championship, and the March Madness Final Four.

The brand has also been awarded as the official hospitality partner for the Olympic and Paralympic Games. 

Travel Agent Central

 What sets On Location apart is its dedication to crafting immersive itineraries that go beyond the spectating. From the Bud Light Music Fest 2022 to the Superbowl and curated 

, the provider ensures that every aspect of the fan’s journey is as enriching as the event itself as they’re “designed in collaboration with each host city,” according to 

On Location has carved out a space within a tightly contested market through immersive technology and embracing the culture and history that drive sports and its fans. Mitch Hahn, the CEO of Nordens Chartered Accountants, which specializes in the sporting and entertainment industry, believes the ever-evolving sector is changing how sports are perceived. “The sports industry is undergoing a transformation in its relationship with hospitality and entertainment,” he says. “The demand for a more comprehensive and premium experience reflects the changing expectations of clients and fans, creating new opportunities for innovation and revenue generation within the sports sector.” 

Interview with Mitch Hahn conducted by the author

 What do On Location’s curated luxe experiences reveal about modern expectations in entertainment travel?

Tailored travel for experiential travelers

 – and the sports industry is adapting to this trend. This can be seen in 2023’s 

, setting itself as a music festival and On Location offering windsurfing iQFoil and kiteboarding as part of the 2024 Paris Olympics package. 

Sports Tourism Media

As the geographical boundaries of sports get blurred, 70% of US consumers are becoming more interested in cultural immersion and taking tours when seeking out experiential travel. 

MNTN Research

 “More and more companies like On Location will be achieving huge market share by capitalizing on the increasing difficulty of obtaining tickets for major sporting events and major events in general,” says Hahn. “The challenges associated with securing tickets for major events, combined with the desire for a more personalized and memorable experience, definitely creates a fertile ground for the growth of companies specializing in premium sports hospitality.” 

Having a ‘one-stop shop’ to cover all arrangements and itineraries when traveling is invaluable to many people – 47% of US travelers report utilizing in-person or online travel agents to book their trips due to the increased convenience. 

PR Newswire

This is where services like On Location and Priceline provide a comprehensive hub for curated event experiences, using AI to streamline ticket procurement, hospitality arrangements, and transport coordination. 

The growing prominence of AI travel agents offers a crucial solution for individuals seeking a tailored and stress-free experience that incorporates modern technology as a beneficial tool, especially with social media raising the bar regarding travel expectations. 

Time

Indeed, 85% of US Gen Yers plan their travel itineraries from others’ social posts, and 34% book lodging based on user-generated content they’ve seen. 

Mize

With the rising trend of blending travel and entertainment, it’s common for individuals to integrate sporting fixtures, 

 into their getaways, exploring new destinations and adventures. Indeed, 63% of Americans said they planned to go to at least one ticketed event in 2023, with 55% of them attending a concert and 46% attending a sporting event. 

 even invest in their outfits to make the entertainment aspect of the trip even more holistic. “Consumers, in many cases, are looking for a heightened experience that goes beyond the traditional approach of purchasing tickets and arranging accommodation separately,” says Hahn. 

 take this a step further by turning live music events into a candlelit spectacle.

Elevate immersions through tailored collabs

Much like On Location’s innovative approach to each event trip, made more meaningful by official partnerships with host locations, other brands also have the opportunity to develop tourist activities that offer comprehensive experiences, extending beyond typical excursions. “Brands can really tap into exciting possibilities to create immersive experiences for clients,” says Hahn. “By curating carefully tailored packages through collaboration with luxury hospitality providers, they can seamlessly blend the thrill of sports events with rich cultural, culinary, and historical explorations.” 

Curate offerings based on people’s interests

As the desire to fuse entertainment with travel grows, individuals are opting to embark on journeys that 

. For example, ahead of the 2024 Super Bowl, United Airlines launched a Taylor Swift-themed ‘1989’ flight, enabling her well-documented connection to the sporting matchup to harness and embellish the power of fandom and a major event to cater to a specific demographic. 

Variety

 Meanwhile, On Location includes exclusive practice access, pre-game parties, and private tours in its 

. “The success of companies like On Location highlights that consumers are seeking more immersive, holistic, and hassle-free experiences that involve curated offerings, VIP access, and exclusive amenities,” says Hahn. 

Following years of travel disruption, 68% of Americans agree that ‘planning a trip is more complex now’. 

ASTA

 As such, many tourists are looking for experts and brands to 

, taking the stress out of trips. This is where On Location’s AI-powered itineraries and curated experiences pre- and post-event shine best, exemplified by the windsurfing and kiteboarding activities it includes for travelers to the 2024 Paris Olympics. “Customizable yet simplified options empower customers to shape their itineraries based on personal preferences, ensuring a bespoke and flexible adventure,” says Hahn. “Such initiatives not only differentiate brands in the market but also create lasting connections with clients, making each experience truly unforgettable.” 

47% of US travelers report utilizing in-person or online travel agents to book their trips due to the increased convenience

63% of Americans said they planned to go to at least one ticketed event in 2023, with 55% of them attending a concert and 46% attending a sporting event

70% of US consumers are becoming more interested in cultural immersion and taking tours when seeking out experiential travel

HNWI Sports fans are seeking premium and immersive spectator experiences that incorporate food, culture, history, and accommodation

To this end, On Location provides comprehensive travel packages that promise to leave fans with unforgettable sporting memories

Following years of post-pandemic travel disruption, many Americans are seeking the support of experts and travel agents to ensure seamless and entertainment-infused getaways

Mitch Hahn is the CEO of Nordens, a chartered accountancy firm specialising in the sporting, hospitality, and entertainment industries. 

United States

Travel and Leisure

Sports

Hotels and holidays

Lifestyle

With 2024 hailing several international sports tournaments, many Americans will be building getaways around spectator events. On Location specializes in curating premium experiences that create lasting memories for sports fans, crafting itineraries rich in culture, food, history, and community.

Analysis

Jack Garofalo

Mitch Hahn

Related Macro behaviours

Essential Escapism

Insider Status

Experience Hunters