万豪发布Bonvoy×NFL赞助营销稿：民调称62%英国人先选活动再定目的地，任命Efe Obada为Check-in Coach

Almost two-thirds (62%) of Brits are choosing the occasion before the destination, planning trips around sporting, music and cultural events
Marriott Bonvoy, Official Sponsor of the NFL, has appointed NFL veteran Efe Obada as its Check-in Coach to help travellers plan these trips with an all-star strategy
Marriott Bonvoy is offering members and fans more opportunities to access the sports they love through its Moments platform, including waking up at the Super Bowl LXI in Los Angeles in California next February
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Major sporting fixtures, concerts and cultural events are increasingly determining where Brits take their next break, with new research from Marriott Bonvoy revealing almost two-thirds (62%) are planning trips around the experiences they're most passionate about.
The trend is on the rise, with more than a third (36%) saying they are more likely to choose a holiday destination because of a sporting, music or cultural event than they were this time last year, while almost half
(45%) of Brits say an event has taken them somewhere they might not otherwise have visited.
Spontaneity also plays an important role in Brits’ travel plans with
more than half (52%) saying an unplanned discovery has gone on to become one of the highlights of their holiday,  while over a third (37%) will just book their hotel, transport and key activities, leaving the rest flexible. However, travellers still value a strong start to the day, with over half (52%) saying hotel breakfast is a non-negotiable part of their trip.
With hotels near almost every NFL stadium, Marriott Bonvoy is helping travellers create a game plan for this season's NFL trips by appointing Efe Obada as its Check-In Coach.
Speaking about his new role as Marriott Bonvoy’s Check-In Coach, Efe Obada said;
"In the NFL, preparation gives you a strong starting point, but you've also got to trust your team and be ready to adapt when things change. I approach travel in the same way. If you've only got a few days in a city, be tactical, adaptable and make a game plan. Book your hotel, know how you're getting to the main event and ask people who know the city for advice. That's how to make the most of every trip."
Efe’s playbook for a tactical weekend trip includes:
Do your pre-match analysis
: Book your hotel early, check journey times and map out the key moments you don't want to miss.
Kick off strong
: Give yourself time to fuel up with a hotel breakfast before heading out. A good game plan always starts with the essentials.
Teamwork is key
: Local knowledge can make all the difference. Ask hotel staff for recommendations and insider tips.
Don’t be afraid to adapt
: Leave room for unexpected discoveries – be ita bar, restaurant, local history or neighbourhood exploration. Sometimes the highlights aren't part of the original strategy.
Efe applied the strategy to his hometown, London, saying
“London is one of those cities where every neighbourhood has its own personality. For a perfect weekend, I’d book at stay at citizenM Tower of London then grab a coffee at
Qima Café
in Covent Garden, walk along the Thames around Southbank or spend an afternoon at Hampstead Heath for unbeatable London views. For food, you can’t beat
2210 by NattyCanCook
in Herne Hill or head to
Passyunk Avenue
in Waterloo for unmatched game-day vibes and a Philly cheese steak.”
Obada and Marriott Bonvoy also identified four NFL-inspired travel personalities, revealing the roles Brits are most likely to play when planning and experiencing trips:
The Quarterback (25% of respondents) –
The on-trip leader who brings everyone together, makes key decisions and adapts the plan when things change.
The Coach (25% of respondents) –
The planner who has the logistics covered, from accommodation and transport to activities and timings.
The Rookie (24% of respondents) –
The explorer who is experiencing a destination or event for the first time and turns to others for guidance and local recommendations.
The Receiver (19% of respondents) –
The spontaneous adventurer who spots opportunities, suggests unexpected detours and helps create memorable moments.
Andrew Watson, Chief Commercial Officer, EMEA at Marriott International, said:
"This research highlights what we see in our hotels, that travellers are increasingly planning trips around the things they are passionate about.
Our partnership with the NFL is just one example of a wider commitment to helping our members pursue what they love. From leading music festivals and concert experiences to world-class sport and beyond, Marriott Bonvoy connects travellers with extraordinary opportunities to explore their passions and make unique memories with their families and friends”
As Official Sponsor of the NFL, Marriott Bonvoy is bringing members closer to the action through Marriott Bonvoy Moments, where members can access once-in-a-lifetime experiences, including tickets to watch the Detroit Lions take on the New England Patriots in Munich on 15 November 2026 and the chance to wake up inside Marriott Bonvoy's Super Bowl Sleepover Suite at the stadium on Super Bowl Sunday in Los Angeles on 14 February 2027.
To join Marriott Bonvoy and find more information about Marriott Bonvoy Moments, visit the Marriott Bonvoy Moments website on
moments.marriottbonvoy.com
.
ENDS
Media Contact
Mike Swain (Manager, Consumer PR – Portfolio, Loyalty & Partnerships, EMEA, Marriott International)
mike.swain@marriott.com
About Marriott Bonvoy
®
Marriott Bonvoy, Marriott International's award-winning travel platform, connects travellers to the people, places, and passions they love through an extraordinary collection of hotels and experiences worldwide. The platform features over 30 hotel brands and 10,000 destinations, including the largest collection of luxury offerings, distinctive boutique properties, premium home rentals, and more, providing renowned hospitality across the globe. With unrivalled access to the best in entertainment, culinary, sports, outdoor adventure, arts, culture, and more, Marriott Bonvoy offers transformative travel experiences that leave a lasting impression.
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