Australian hotels haven’t seen this much action since Kylie was in hot pants and John Farnham swore his last farewell tour. The British and Irish Lions Tour of 2025 has roared through the nation, sending room rates soaring, occupancy bursting at the seams, and hoteliers grinning like Wallabies fans after a try at Suncorp.
According to fresh data from CoStar, a global leader in property analytics, the touring rugby juggernaut delivered a financial scrum that left Australian hotel operators punching well above their weight. From Brisbane’s record-breaking revenues to Canberra’s near-sellout nights, the Lions Tour proved once again that when the northern hemisphere faithful travel south, they don’t just come for the rucks and mauls—they come with wide-open wallets.
Brisbane Breaks Records
The jewel in the Lions’ tourism crown was Brisbane. On Saturday, 19 July, when the Wallabies clashed with the Lions, hotel metrics went into overdrive. Average Daily Rate (ADR) leapt to AUD504.91 and Revenue Per Available Room (RevPAR) hit AUD447.30—both all-time highs. Year-on-year, that’s a staggering 109.3% growth in ADR and an eye-watering 125.7% in RevPAR.
To put that in perspective, the last time Brisbane saw numbers like that, the Beatles were still touring. “Major events drive additional demand and create peaks in room rates,” observed Matthew Burke, Regional Director at STR, a CoStar company. “Such events are even more valuable through the Australian winter, typically the lowest occupancy months of the year.”
Canberra, Sydney, and Adelaide Join the Party
Elsewhere, it was standing-room only. Canberra hotels hit 95.9% occupancy on 9 July—proving politicians aren’t the only ones filling up the capital midweek. Adelaide wasn’t far behind, logging 94.8% occupancy on 12 July, while Sydney packed in 92.9% on 2 August. Melbourne—never a city to be outdone—recorded 91.4% on 26 July during the second Test.
Even Perth, which played host to a “Western Force vs Lions” clash, managed a hearty 79.1% occupancy. For a city more accustomed to mining booms than rugby scrums, that’s a solid win.
Beyond the Big Smoke
The Lions’ impact wasn’t confined to the big stadium cities. British and Irish fans ventured far and wide from the Great Ocean Road to the Gold and Sunshine Coasts. Their enthusiastic holidaying habits brought high-single to double-digit RevPAR gains in regions better known for surfboards and vineyards than rugby balls.
Burke confirmed the ripple effect: “Beyond the host cities, British and Irish fans also contributed to regional destinations through July.”
A Look Back and Forward
For those with long memories, the 2013 Lions Tour was another blockbuster. Back then, Canberra peaked at 99.4% occupancy for the Lions’ clash with the ACT Brumbies, while Brisbane set ADR and RevPAR highs at AUD355.73 and AUD348.41, respectively. When the Lions roar, Australians answer with packed stands and hotels.
And if you thought the hospitality industry could now take a breather—think again. Starting in November 2025, Australia will host another horde of English fans, this time for the Ashes 2025–2026 cricket tour. Early data indicate Adelaide’s occupancy for the Third Test in December is a robust 80.1%. As any hotelier will tell you, cricket may be slower, but its fans book just as quickly.
The Bottom Line
Sport, it turns out, is one of Australia’s most reliable economic engines. Whether it’s rugby in winter or cricket in summer, the sight of English fans descending with scarves, chants, and a fondness for full-bodied reds keeps hotels buzzing. Once again, the Lions Tour of 2025 has proven that when major events land, the tills ring louder than the stadium anthems.
For more information on CoStar’s analytics, visit www.costargroup.com.
By Sandra Jones
