Torrential rains couldn’t dampen the spirits of Sydney hoteliers this weekend, with rugby fans packing out hotels for the final test of The British and Irish Lions Tour.
A crowd of 80,312 attended Saturday night’s Wallabies v Lions match at Accor Stadium, with Accor hotels also having cause for celebration, reporting a combined occupancy of 97% for Sydney Centre and 95% for Sydney West.
Sydney is the last city to experience the Lions effect, which Accor has declared “a nationwide tourism triumph”, with tens of thousands of travelling fans driving record hotel occupancies and major economic benefits across the country.
“From Perth to Sydney, the influx of international and domestic visitors is driving exceptional results for our hotels and the broader visitor economy,” said Accor Pacific Chief Operating Officer, Adrian Williams.
“This tour is a powerful reminder of the impact major sporting events have in energising cities, filling hotels, and supporting restaurants, bars, and attractions nationwide.”
For the majority of games, Accor hotels in hosting cities achieved occupancy rates above 90%.
In Adelaide, Accor hotels hit 100% occupancy on July 12 for the Invitational AU and NZ vs The Lions game, while the Western Force vs Lions clash in Perth saw the largest year-on-year growth with a +21% increase, reaching 92% occupancy for Accor hotels on June 28.
The Lions effect even eclipsed the star power of Taylor Swift for Accor hotels across Melbourne, which recorded 99% occupancy for the Wallabies vs Lions match – Accor’s highest ever occupancy result for Melbourne Centre, surpassing the Taylor Swift effect, which peaked at 96%.
Accor’s booking platform, ALL.com, has also experienced a surge in bookings from the UK and Ireland in the past four weeks compared to 2024, with international stays up 92.9%.
“This isn’t just a win for rugby – it’s a win for tourism, hospitality and every community lucky enough to host a game,” added Williams.
Many Accor hotels across the country leaned into the buzz of the major sporting event by creating guest-focused experiences, from themed food and beverage promotions to playful lobby activations.