30% of travellers ditch traditional holidays for sports trips

The report also revealed travel perks influence cardholder behaviour and product recommendations.

Hong Kong travellers are increasingly prioritising “passion-driven” itineraries, with 30% travelling for sports and wellness, according to a Collinson International report.

The report noted that this trend is influencing the financial services sector, as 74% of cardholders with travel benefits said sports and wellness offerings affected their choice of credit card.

It also highlighted that 54% of cardholders with travel benefits are encouraged to use their cards more frequently, compared with 45% of those without such perks.

Meanwhile, 66% of consumers lacking travel benefits expressed a desire for credit cards that include them.

Whilst 38% of those with benefits would recommend their current card, only 21% of cardholders without travel-specific perks would do so.

In terms of experience value, 29% of travellers stated that a high-quality travel experience significantly enhances overall trip satisfaction.

Wellness remains a dominant motivator, with 66% of travellers citing relaxation, recharging, and disconnecting from daily stress as key reasons for travel, whilst 45% of wellness travellers seek mental health support or emotional healing.

Digital connectivity also plays a role in travel planning, particularly for younger demographics, as 21% of Hong Kong Millennials and Gen Z travellers seek “digital detox” experiences.

The report revealed that 36% of sports travellers are motivated to explore new cities through attendance at athletic events.

About 40% of younger travellers seek new experiences—such as major global sports events—a figure closely matched by older travellers at 41%.