Recent data from CBRE highlights a notable surge in hotel revenue across Australia, driven by major football events. The return of the British and Irish Lions Tour, the NRL Grand Final in Sydney, and the AFL Grand Final in Melbourne collectively generated an impressive $75 million increase in hotel revenue.
Australian Footy Events Boost Hotel Revenue
According to CBRE’s Major Hotel Markets Performance Q3 2025 report, five key events in Australia’s football calendar significantly impacted local hotel performance. The report reveals improvements across essential performance metrics in the hospitality industry.
Key Statistics
- National hotel occupancy: 73%
- Average Daily Rate (ADR): $243
- Revenue Per Available Room (RevPAR): $177
Significant Events and Their Impact
Ally Gibson, CBRE’s Australian Head of Hotels Research, emphasized the positive economic ripple effects created by these events. The NRL Grand Final, featuring a crowd of 83,000, demonstrated this clearly. It achieved 96% hotel occupancy, marking the peak for the year, and an estimated $21 million uplift in hotel revenue over the event weekend.
The British & Irish Lions Tour attracted crowds surpassing 100,000 in Melbourne, along with 80,000 in Sydney and 53,500 in Brisbane. This remarkable attendance overall contributed to a $42 million hotel revenue uplift across these 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 ahead, industry experts anticipate similar opportunities for growth. The upcoming Ashes Cricket Test is expected to continue driving strong demand within hotel markets.
Overall, the analysis of the Australian footy events illustrates the pivotal role such events play in boosting hotel revenues and stimulating local economies, showcasing the resilience and recovery of the sector post-pandemic.
