This past August, the storied Grand Ballroom of the Waldorf Astoria New York underwent a transformation that was as unexpected as it was visually arresting. A space typically reserved for the city’s most prestigious galas, political summits, and high-society weddings—spanning nearly 10,000 square feet of historic architecture—was repurposed into a full-size, professional-grade tennis court. Under the warm glow of the ballroom’s legendary glittering chandeliers, the rhythmic thud of tennis balls replaced the usual swell of orchestral music.
The event was not merely a novelty; it was a high-stakes showcase featuring some of the most prominent names in modern tennis. Pros including Ben Shelton, Tommy Paul, Leylah Fernandez, and Maria Sakkari took to the makeshift court to play exhibition matches, their athletic prowess framed by the ornate gold leaf and velvet drapery of the room. As spectators watched from the sidelines, sipping vintage Champagne from crystal flutes, the atmosphere bridged the gap between the grit of professional athletics and the pinnacle of Manhattan luxury.
Timed to coincide with the excitement of the US Open, the event offered more than just a spectator experience. It provided a rare level of intimacy between the stars and the fans, featuring meet-and-greets and intensive coaching sessions for ardent devotees who had traveled to the city for the tournament. Many of these guests later retreated to the plush, newly renovated suites upstairs, completing a seamless transition from the court to the comforts of high-end hospitality.
“It felt a little outrageous, incredibly glamorous, and completely right,” says Jamie Kerr, vice president of luxury marketing strategy at Hilton. “After all, the Grand Ballroom is where New York has always gathered to see and be seen. Bringing the energy of the US Open into this historic setting felt like a natural evolution of that legacy.”
The transformation of the Waldorf Astoria’s ballroom is a vivid illustration of a much larger shift in the global travel industry. The congregation of athletic aficionados, keen to connect with their idols in exclusive settings, is indicative of a burgeoning trend that is reshaping the priorities of the world’s most affluent travelers. The sports-tourism market, once a niche segment of the industry, is projected to reach a staggering valuation of $1.16 trillion by 2025. Today, it accounts for approximately 10 percent of the total global tourism economy, reflecting a profound change in how people choose to spend their leisure time and disposable income.
Industry analysts suggest that this growth is fueled by a perfect amalgam of evolving traveler desires. Modern luxury guests are increasingly looking for more than just relaxation; they are pursuing wellness, mental stimulation, and the kind of once-in-a-lifetime experiences that cannot be replicated elsewhere. In the current landscape, simply securing a ticket to a game is no longer sufficient. Travelers now want to step onto the court with Grand Slam winners, ride in the slipstream of Olympic cyclists, or secure a place in the VIP grandstands at Formula 1 races. Increasingly, it is the world’s top hotels and resorts that are stepping in to facilitate this unprecedented level of access.
The shift toward "active" luxury is visible in destinations across the globe, where properties are leveraging their unique geographies to offer specialized athletic programs. At Aspen’s The Little Nell, the focus is on the grueling but rewarding world of high-altitude cycling. The hotel’s cycling camps are led by Olympian Christian Vande Velde, who guides guests through the challenging terrain surrounding the mountain town. The high elevation adds a layer of physical rigor to the experience, appealing to travelers who view their vacations as an opportunity to test their personal limits under the tutelage of a world-class professional.
In the Pacific, The Ritz-Carlton Oahu, Turtle Bay, has leaned into its proximity to some of the world’s most famous surf breaks. Through a partnership with the Jamie O’Brien Surf Experience, the resort invites guests to ride the iconic waves of the North Shore alongside the school’s namesake champion. It is an offering that combines the adrenaline of extreme sports with the safety and exclusivity of a luxury resort environment, allowing guests to engage with the local surf culture at the highest possible level.
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.
Browse hotels mentioned in this story:
Waldorf Astoria New York, New York City
The legendary Midtown landmark is currently undergoing a massive restoration, but its Grand Ballroom remains the epicenter of New York’s high-society gatherings and, more recently, elite tennis exhibitions.
The Little Nell, Aspen
A favorite for the outdoor-loving elite, this Aspen institution offers unparalleled access to the Rockies, including specialized cycling camps led by former Olympians.
The Ritz-Carlton Oahu, Turtle Bay, Hawaii
Located on the legendary North Shore, this resort serves as a gateway to the world of professional surfing, offering guests the chance to learn from the sport’s biggest names.
Rancho Valencia Resort & Spa, San Diego
An all-suite property known for its Mediterranean-inspired architecture and a world-class tennis program that frequently hosts Grand Slam champions.
St. Regis Maldives Vommuli Resort, Maldives
Combining overwater luxury with high-performance sport, this resort offers a unique opportunity to play tennis on a private island with international pros.
The Ritz-Carlton New York, NoMad, New York City
A modern addition to the Manhattan skyline, this property has become a leader in creating high-end packages centered around major global sporting events like the FIFA World Cup.
Waldorf Astoria London Admiralty Arch, London
Scheduled to debut in 2027, this hotel will occupy one of London’s most iconic historic buildings and will feature the debut of the Waldorf Astoria Racquet Club.
This article appeared in the November 2026 issue of Condé Nast Traveler.
