Tennis, perhaps more than any other sport, has become a cornerstone of this new hospitality model. For fans of the game, travel planning is increasingly dictated by which legend they might have the opportunity to rally with. At San Diego’s Rancho Valencia Resort & Spa, guests can find themselves on the court with former world number one Andy Roddick. Meanwhile, at the St. Regis Maldives Vommuli Resort, the pristine white sands and turquoise waters provide the backdrop for hitting sessions with Spanish star Feliciano López. These interactions offer a level of personal engagement that was previously unimaginable for the average fan, turning a standard resort stay into a masterclass in professional technique.
The trend extends beyond individual participation to encompass the logistical mastery of major sporting events. This summer, The Ritz-Carlton New York, NoMad, demonstrated the potential of "event-adjacent" luxury with a package tailored for the FIFA World Cup match between Brazil and Morocco. The offering included four premium tickets to the match held at the stadium in New Jersey, but the real value lay in the surrounding amenities. Guests were provided with private chauffeur service to and from the venue, bypassing the logistical headaches of stadium traffic. The package also included a two-night stay in the hotel’s 2,100-square-foot Ritz-Carlton Suite, which was outfitted with a private mini-gym and a Peloton bike, ensuring that the athletic theme continued even within the privacy of the guest quarters.
According to Hilton’s Jamie Kerr, there is something uniquely appealing about tying these fan experiences to the specific culture and heritage of a destination. This philosophy is driving the expansion of Hilton’s own sports programming, most notably with the creation of the Waldorf Astoria Racquet Club at the forthcoming Waldorf Astoria London Admiralty Arch.
Set to open in March 2027, the property is positioned to become a new hub for tennis enthusiasts in the heart of the British capital. The concept for the Racquet Club is designed to evoke the timeless elegance of the sport’s most prestigious traditions.
“Think grass, tennis whites, strawberries and cream, a long drink in hand,” Kerr says, describing the vision for the club. The goal is to channel the classic style of Wimbledon, which remains arguably the world’s most famous tournament, drawing half a million spectators to London each year. By integrating these cultural touchstones into the hotel’s identity, the property aims to offer more than just a place to play.
“We want to give guests something they can participate in and feel part of, whether they’re holding the racket, watching from courtside, or simply drawn to the energy around the game,” Kerr explains.
As the lines between professional sports and luxury hospitality continue to blur, the industry is seeing a move toward permanent infrastructure dedicated to elite athletics. Hotels are no longer just booking celebrity appearances; they are building world-class facilities and establishing long-term academies. This evolution reflects a broader understanding that for the modern traveler, the ultimate luxury is access—access to experts, access to elite environments, and access to the feeling of being an insider in the world of professional sports.
Whether it is a ballroom in New York or a grass court in London, the message from the luxury sector is clear: the future of travel is active, engaged, and deeply connected to the pursuit of athletic excellence.
