The New Athletic Class: How Lifestyle Sports Are Reshaping Travel

Skift

4 days ago

Lifestyle sports like running, pickleball, tennis, and golf are smart ways for hotels and destinations to tap into high-value travelers.
Today's traveler might be just as likely to pack sneakers or a paddle as they are a swimsuit. From sunrise runs in Central Park to beachside pickleball matches in Tulum, lifestyle sports are changing not just how we move, but where we travel.
It's the rise of the cultural athlete: For this group, sport is more than exercise — it's a way to connect, express identity, and often, spark the idea behind their next trip.
Destinations are taking notice, building races, trails, and courts into their tourism strategies. Hotels, too, are rethinking amenities and programming to meet the moment — not just offering gyms, but curating experiences that keep guests moving and engaged.
Running as a Community and Tourism Driver
Running was once viewed as a solo workout or a race-day challenge. Today, run clubs have turned fitness into something social, and their popularity is taking off.
Strava's 2024 Year in Sport found that run club participation jumped 59% globally, while marathon and ultramarathon participation rose by 9%.
Big brands are fueling the momentum. Major players like Nike, Lululemon, and Peloton are building communities as much as they're selling gear. Their run clubs have transformed parks and city streets into lively hangouts where locals and visitors can get moving and connect.
As running becomes more social, it's also starting to influence where people want to travel. Running USA's 2024 Global Runner Survey found that location tops the list when choosing races, beating out distance, terrain, or price. This shift has fueled the rise of running tourism, with travelers seeking out memorable courses, inspiring backdrops, and the energy of like-minded communities.
The 'Big Six' marathons — Boston, London, Berlin, Chicago, New York City, and Tokyo — draw hundreds of thousands of runners annually, lifting visitation and spending in these cities. While these marquee races anchor the global running calendar, interest is also surging for smaller, more scenic events, such as marathons in Big Sur, Queenstown, and Reykjavik.
Running-focused travel itineraries are gaining traction as well. Contiki's Run Club offers a 14-day, seven-city European sightseeing-and-run tour, while Runcation Travel organizes trail-running trips in scenic destinations like the Italian Dolomites, Patagonia, and California's Sierra Nevada.
'We tend to attract travelers who genuinely love running and want to use their own movement as a lens for discovery,' said Liz Gill, Founder and Owner of Runcation Travel.
Credit: Patagonia Photo Courtesy of Runcation Travel
A few select hospitality brands are reimagining how they serve runners. Westin's Move Well programming includes WestinWORKOUT Routes — curated local running, walking, or outdoor movement paths designed to reflect the destination, offered digitally across its properties globally. Select properties also offer the Run Concierge program, with staff members who lead guided runs or act as individual running partners.
'Westin's Run Concierges are one of the most beloved elements of our wellness experience. They're more than fitness guides — they're cultural connectors,' said Peggy Roe, Marriott International Executive Vice President and Chief Customer Officer, told Skift.
Credit: Marriott International, The Westin Grand Frankfurt Run Concierge
Meanwhile, some JW Marriott hotels partner with local run clubs, and EVEN Hotels offer in-room fitness zones and access to local trails at some properties.
Pickleball's Resort-Worthy Rise
Few sports capture the spirit of today's active lifestyle like pickleball. What started as a niche activity has exploded into the mainstream. Nearly 20 million Americans played pickleball in 2024 — a 46% increase from the previous year and a staggering 311% jump since 2021, according to the 2025 Sports & Fitness Industry Association (SFIA) Participation Report. For the fourth year in a row, pickleball was named the fastest-growing sport in the U.S.
Pickleball's popularity is quickly spreading globally, with gains in the UK, Spain, Mexico, Australia, and India. With many players falling into higher-income brackets, the sport naturally dovetails with luxury and wellness travel experiences.
Destinations and hospitality brands have taken note. Since 2016, Naples, Florida, has hosted the Minto US Open Pickleball Championships, the sport's largest annual event. The 2025 edition, sponsored by Margaritaville, attracted more than 55,000 fans and 3,450 players from all 50 U.S. states and 40 countries.
Credit: Photo courtesy Naples, Marco Island, Everglades CVB
'We're seeing an increase in people not only attending the championship event, but also coming to the destination for instruction and classes year-round. So as pickleball continues to evolve as a sport, Naples will continue to be the recipient of that additional visitation from 'pickleball vacationers,'' said Sandra Rios, Public Relations and Communications Manager at Naples, Marco Island, Everglades Convention & Visitors Bureau.
When Mesa, Arizona, hosted the 2024 USA Pickleball National Championships, it attracted more than 2,600 athletes and 10,000 fans from 47 states and 13 countries.
Sandals Resorts is leading the charge in making pickleball a staple of all-inclusive vacations. In 2025, it teamed up exclusively with USA Pickleball — the first all-inclusive brand to do so. Across 14 properties, Sandals has introduced 64 new or upgraded courts, offering guests unlimited play and access to coaching from USA Pickleball-approved trainers.
Palmetto Dunes Oceanfront Resort in Hilton Head, South Carolina, offers comprehensive Pickleball Stay & Play packages. These include professional clinics, round-robin tournaments, and resort perks that bring the pickleball lifestyle beyond the court.
And the international scene keeps heating up. This December, Club Med Cancún will host the North and South America Pickleball Cup, cementing both the resort and Mexico as rising stars in the sport's worldwide expansion.
Tennis Gets a Cultural Refresh
Tennis is shaking off its exclusive country club image and stepping into the spotlight as a sport for a new generation. According to the U.S. Tennis Association, in 2024, U.S. tennis participation hit a record 25.7 million players, growing 8% year-over-year and marking five straight years of growth. The sport is attracting a younger, more diverse audience: One in 12 Americans played tennis in 2024, the highest proportion ever.
Credit: Photo by chris robert on Unsplash
The tennis revival is happening well beyond the courts. In cities like Los Angeles, Austin, and London, modern tennis clubs mix top-tier play with stylish design and social programming. Think wood-paneled lounges, cocktail parties, and partnerships with brands like Lacoste and Alo.
Hospitality brands are tapping into tennis's refreshed appeal by crafting travel experiences around major tournaments and iconic venues. London's Egerton House Hotel offers a Wimbledon package with bespoke cocktails, luxury accommodations, and VIP rides to the All England Club.
Accor Live Limitless gives loyalty members the chance to bid on once-in-a-lifetime Roland-Garros experiences, complete with premium seats, VIP access, and curated hospitality, turning tennis into a form of elite entertainment and a currency of experience.
For travelers eager to go beyond watching and actually play, immersive packages focused on training and play are gaining momentum. The Rafael Nadal Academy in Mallorca pairs expert coaching with luxury amenities and cultural outings. Other destinations, from Florida to France, are capitalizing on the demand for top-tier instruction alongside upscale resort experiences.
Specialty operators like Grand Slam Tennis Tours have also made a name for themselves by creating tailored travel experiences centered on major tournaments such as the Australian Open, Wimbledon, and the U.S. Open. Their packages combine premium event tickets and luxury accommodations with curated coaching, education, and exclusive meet-and-greets.
Golf's Generational Pivot
Golf is undergoing its own reinvention. No longer just a country club pastime, it's becoming a lifestyle sport that's drawing in younger, more diverse players who are reshaping the game and the travel experiences that come with it.
According to a 2023 survey from the National Golf Foundation, 57% of on-course golfers are under the age of 50, and nearly one in four are between 18 and 34. Notably, the percentage of female golfers aged 18 and under has climbed from 15% in 2000 to 37% in 2023.
Credit: Photo by Brenda Lai on Unsplash
The rise of off-course formats like Topgolf, Drive Shack, and simulators has helped break down barriers, making golf more accessible and less intimidating. Participation in these venues grew 115% between 2019 and 2023, welcoming a whole new wave of players.
This opens the door for travel and hospitality brands to create more inclusive, curated, and socially engaging experiences.
A prime example is the WM Phoenix Open in Scottsdale, Arizona. Known as 'The People's Open,' the event blends PGA-level play with a festival-like atmosphere that draws a younger, livelier crowd than most tour stops. It's the most-attended golf tournament in the U.S., drawing around 750,000 attendees over seven days, with about 15% from out of state.
Its impact ripples well beyond the course, boosting demand for hotels, restaurants, and entertainment across the region.
This shift in golf culture is inspiring fresh hospitality offerings. Omni Hotels & Resorts, for example, has teamed up with the PGA Tour to create golf-centric packages at 11 resorts, blending championship courses with dining, wellness, and local experiences.
Meanwhile, Crystal Springs Resort in New Jersey caters to younger players with Trackman-powered driving ranges and discounted Gen Z memberships.
Golf-centric travel companies like Golfbreaks are capitalizing on this shift by crafting itineraries that combine sport with local culture — imagine whisky tastings paired with tee times in Scotland or Palm Springs retreats that mix spa relaxation with plenty of play.
'We're definitely seeing a shift. There are more people getting into the game who care about the full experience, not just the golf,' said Levi Bilbrey, Golfbreaks' Head of Marketing. 'A golf trip used to mean five rounds in four days with your buddies, but now it might be a quick weekend with your partner, a few rounds built around a big tournament experience, or just a bucket-list round while you're on vacation somewhere iconic.'
Credit: Golfers in Dubai. Photo Courtesy of Golfbreaks
LIV Golf, the Saudi-backed men's tour, is playing a big role in reshaping the game's audience. CEO Scott O'Neil notes that 30% of LIV attendees are first-timers, and their average age is about 15 years younger than fans at traditional tournaments.
LIV Golf is also forging strong partnerships within the hospitality world. In 2026, it will join forces with MGM Resorts International to host LIV Golf Week in Las Vegas. The league's global reach is expanding quickly, with early-season tournaments scheduled for Riyadh, Adelaide, Hong Kong, Singapore, South Africa, and Mexico City.
The Strategic Imperative for Travel Brands
These lifestyle sports go beyond being hobbies. They serve as identity markers and social frameworks that shape everything from destination choices to booking habits.
For hotels and destinations, the opportunity is huge. These sports draw in affluent, culturally curious travelers who want meaningful experiences and often travel in groups. Big races, tournaments, and club gatherings encourage longer stays and boost loyalty through repeat visits.
Today's athletic travelers aren't defined by skill — they're defined by intention. Sport is a gateway to experience, identity, and connection. Whether it's chasing the perfect runner's high along the Amalfi Coast, planning a dream trip around Wimbledon, or teeing off at sunrise in the Black Desert, these moments become emotional anchors — and smart travel brands are paying attention.
Alison McCarthy is Content Director of SkiftX, Skift's in-house custom content agency. She writes about the cultural shifts reshaping how and why we travel.