It’s been 12 long years since the British & Irish Lions last brought their rugby thunder down under — and judging by hotel booking data, Australia’s ready to roll out the red carpet and a few dozen extra pillows.
According to fresh figures from CoStar’s Forward STAR dataset, bookings across host cities are already purring along nicely ahead of the 2025 Lions Tour. And by “nicely,” we mean over 70% complete in some cases — a far cry from the sleepy winter lull Aussie hoteliers typically endure.
Adelaide is leading the early charge, with hotel occupancy on the books sitting at a roaring 78.5% for the 12 July fixture, where the Lions will square off against an invitational AU & NZ XV. Brisbane is also in strong form, showing 71.5% occupancy for the hotly anticipated 1st Test against the Wallabies on 19 July.
If that sounds like a try-worthy performance, consider this: booking levels for those same nights in 2024 were just 34.7% in Adelaide and 40.6% in Brisbane. That’s a jump that would have even a flanker doing cartwheels.
Matthew Burke, STR’s ever-insightful regional director, gave the lowdown with suitable gravitas. “The tour is returning to Australia for the first time in 12 years,” he said. “Game nights are attracting higher-than-average demand—not only to the three actual Test matches, but right across the schedule.”
Indeed, the 2025 tour will feature nine bruising encounters across six cities between June and August, with Sydney and Canberra now also entering impressive territory. Sydney is sitting on 46% occupancy for 2 August, while Canberra has reached 39.4% for 9 July. For context, the week before each match shows bookings far lower — 29.3% and 17.8%, respectively — proving once again the magic of major sporting spectacles.
Hotel bookings surge past 70% as Lions Tour drives winter demand in Australia.
“The data once again demonstrates the impacts of such major events in attracting additional demand to host markets,” Burke added. “And let’s not forget, this is mid-winter — usually a time when Aussie hotels feel a bit frostbitten.”
While snowfields and ski lodges may have their moment in the southern chill, city hoteliers from Adelaide to Brisbane are revelling in the upcoming rugby renaissance.
For the travel and tourism sector, it’s a much-needed shot in the arm — or perhaps more aptly, a bone-rattling shoulder charge — that proves once again the potent economic punch of premium sport.
To stay abreast of future occupancy trends, or for more on CoStar’s powerful data and analytics tools, visit: www.costargroup.com.
By Sandra Jones
