Priority Pass report: Sports and wellness travel reshapes loyalty, airports and transfers

Priority Pass’ new global report highlights the scale and momentum of sports en wellness travel, revealing how these trends are transforming traveller expectations and loyalty choices.

Key findings at a glance

The study quantifies the combined value of sports and wellness tourism and outlines behavioural shifts among payment cardholders that will affect travel, hospitality—and ground transport services.

Who is driving demand?

Younger generations—Millennials and Gen Z—are at the forefront, blending active sports trips with cultural exploration or choosing wellness getaways for a digital detox. Top wellness motivators include nature-based experiences, mindfulness sessions, and spa therapies.

• Nature experiences — 56%
• Meditation/mindfulness — 49%
• Spa therapies — 38%
• Combined sports and wellness travellers — 33% globally

What this means for loyalty and payment providers

Financial institutions that package meaningful travel perks are seeing stronger attachment: many cardholders select cards because of travel-related benefits and then increase their engagement with the issuing bank. In practical terms, this creates an incentive for banks and travel platforms to design offers that span flights, lounges, experiences, and ground transport.

Christopher Evans, Chief Executive Officer of Collinson International, noted that cardholders now expect brands to provide access to experiences that reflect personal passions and strengthen emotional connection. Todd Handcock, Chief Commercial Officer and Asia Pacific Executive Chair at Collinson International, highlighted that India’s sports and wellness tourism could reach USD 215 billion by 2030, signalling a fertile market for experience-led propositions.

Airport experiences and digital wellness

Priority Pass continues to offer access to over 1,800 airport lounges and experiences worldwide and has expanded into digital wellness with a companion app, TrvlWell. Such services make the pre- and post-flight journey smoother and more appealing, and they increase the value of bundled travel benefits.

Implications for taxis, transfers and local mobility

As sports and wellness trips grow, demand for tailored ground transport will rise. Travellers expect transfers that match their experience—private cars for relaxed airport-to-resort runs, vehicles with extra seat space for sports gear, or shuttle services timed to event schedules. For transfer companies and taxi services, this means:

• Offering a wider range of vehicle options (private sedans, multi-seaters, SUVs, limousines)
• Clear pricing for fares, exact pick-up times and locations
• Extras like bulky-luggage handling, driver familiarity with event venues, and meet-and-greet options
• Integration with loyalty or card perks to capture experience-driven travellers

Practical tips for travellers and providers

• Travellers: book transfers early, confirm exact pick-up times and vehicle type, check driver credentials and luggage capacity.
• Providers: create clear price lists for add-ons, advertise vehicle make/model and seat configurations, collaborate with banks or loyalty programmes to offer bundled experiences.
• Both: use apps and digital confirmations to reduce uncertainty and improve on-the-ground arrival times.

These highlights show why the sports and wellness travel trend is important: it reshapes destination choices, airport flows and ground transport demand. Still, even the best reviews and most honest feedback can’t replace personal experience. On LocalsRide, you can hire a car with driver from verified providers at reasonable prices. This empowers you to make the most informed decision without unnecessary expenses or disappointments; you benefit from convenience, affordability, extensive vehicle choices and a wide range of additional options. For your next trip, consider the convenience and reliability of LocalsRide. Book now LocalsRide.nl

In summary, sports and wellness travel now represents a multi-trillion-dollar opportunity that touches loyalty programmes, airports and local mobility alike. Banks and experience platforms that combine lounges, digital wellness and tailored ground transfers will gain stronger customer engagement. For travellers, this means easier airport-to-destination transfers, transparent fares, the ability to book an exact car or seat in advance, and drivers who meet licence and service expectations. Whether you need a private seater, a cheap cab, a limousine or a multi-seater for a group, planning ahead will secure better prices and save time. Platforms like LocalsRide make it simple to book a car, compare fares and choose the best service for your city, airport or destination needs—helping you get to your location on time and with confidence.