Europe/Amsterdam Reveals How Sport Is Driving Fan's Travel Preferences in 2020

  • With UEFA EURO 2020™ coming up this summer, almost half (49%) of UK sports fans would rather travel to watch their team live in 2020 than go on a family vacation
  • Over a quarter (26%) of global fans say they will spend less on their child’s or partner’s birthday presents than they would to travel to a major sporting event
  • reports a surge in searches for accommodations in UEFA EURO 2020™ host cities, which suggests that fans desire to watch moments live
  • Searches for accommodation in host cities, during UEFA EURO 2020™, were 43% higher in January, in comparison to the same time last year 

London, 28th February 2020 – With a series of major sporting events taking place across the globe this year, 2020 is set to be an incredible year for fans. In addition to 12 European cities hosting UEFA EURO 2020™, Australia will play home to the ICC T20 World Cups, while Japan will put on a major international sporting spectacle. With such an exciting sporting calendar on the horizon, fans from all corners of the world are prepared to do anything it takes to experience the action in person.

With a mission to make it easier for everyone to experience the world,, the Official Accommodation and Attractions Booking Partner of UEFA EURO 2020™, reveals just how far fans are willing to go to ensure they can support their favourite team live in the stadium and not miss out on key sporting moments.

European sports fans go to extraordinary lengths to see their team live

Research conducted by in 29 markets, among more than 19,000 football fans, shows that almost half (49%) of UK fans would rather travel to watch their team live in 2020 than go on a family vacation*.

When it comes to priorities in life, planning and booking their sports trip is high on the list, with 36% of global sport fans saving money specifically to travel to see their team or favourite athlete play. Over a quarter (26%) confess that they are willing to spend less on their child’s or partner’s birthday presents than on traveling to a major sporting event.

Fans turn sporting bucket lists into reality

It has also been revealed that almost two thirds (63%) of global fans are desperate to travel to a sporting event, as they don’t want to risk missing out on a historic moment, whilst 71% of UK fans state that they want to experience the atmosphere live in the stadium.

Attending the UEFA European Championship™ is particularly aspirational for a number of UK sport fans, with nearly one quarter (23%) firmly placing it on their bucket list as a sporting event they want to experience at least once in their lifetime.

In line with their utmost desire to be in the stadium to witness key moments live, it seems as though fans’ dreams of attending live matches may be turning into a reality. reports that last month it saw a marked increase (43%) in searches for accommodations in UEFA EURO 2020™ host cities, with check in dates between 12 June - 12 July, when compared to the same time last year.**

Amongst all of the host cities, Bucharest, Baku and Bilbao experienced the largest surges, as searches grew over 150% for each, compared to last year.

And, when it comes to arranging travel plans for UEFA EURO 2020™, UK, Russian and German fans are showing signs of being the most organized, as they top the list of nationalities searching for accommodation in host cities.

Arjan Dijk, Senior Vice President and Chief Marketing Officer at, said: “There’s no denying that sporting events are driving travel choices that individuals are making in a big way. With excitement sweeping the sporting world this year, especially around UEFA EURO 2020™, fans are desperate to be there in person and we are excited to help them experience these amazing moments live. It’s amazing to partner with UEFA™ to ensure that fans have the best experience while traveling to watch this epic tournament.”

Don’t miss out on memorable sporting moments

With so many iconic moments at the UEFA EURO™ championships over the years, ambassador David Villa has revealed his all-time favourites. From jaw-dropping strikes to last minute winners, the UEFA EURO 2008™ Golden Boot winner has had a shot at recreating the best ones – whetting the appetite of fans for this summer’s spectacle.

David Villa said: “It’s an electrifying year for sport and I can’t wait to experience the live atmosphere at UEFA EURO 2020across all the host nations and witness more incredible moments! Given the quality on show, this is shaping up to be one of the best international tournaments of all time for fans, so it’s incredible to get the opportunity to travel and be a part of it.”

Despite tickets for UEFA EURO 2020™ being sold out,, the Official Accommodation and Attractions Booking Partner of UEFA EURO 2020™, is offering fans from Great Britain, Denmark, Germany or France the last chance to not only win tickets to a match, but also the chance to win the Ultimate Overnight Football Experience; a stay in the Stadium Suite during the UEFA EURO 2020™ Final.

To be in with a chance of winning this once-in-a-lifetime experience during the Final, or the chance to win tickets to the UEFA EURO 2020™ Final fans from Great Britain, Denmark, Germany or France must book and have completed stay with before 31st March 2020. For more information, including full terms and conditions, visit



For further information, contact the UK Press Office:


*Research commissioned by and independently conducted among 19,392 football fans aged 18 or over in 29 markets (including c.900 each from Australia, Germany, France, Spain, Italy, Japan, China, Brazil, India, Indonesia, US, UK, Colombia and Russia; and c.400 each from Belgium, Denmark, Croatia, Netherlands, New Zealand, Thailand, Argentina, Canada, Hong Kong, Taiwan, Mexico, Singapore, Israel, South Korea and Sweden). Fieldwork was undertaken between 8th August and 2nd September 2019

**The data analysts at compared the amount of searches during the month January 2020 for participating cities during the time of the UEFA championship 2020 (12 June 2020 - 12 July 2020) with searches for the same weeks and destinations during January 2019.


Founded in 1996 in Amsterdam, has grown from a small Dutch startup to one of the world’s leading digital travel companies. Part of Booking Holdings Inc. (NASDAQ: BKNG),’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, seamlessly connects millions of travellers with memorable experiences, a range of transportation options and incredible places to stay - from homes to hotels and much more. As one of the world’s largest travel marketplaces for both established brands and entrepreneurs of all sizes, enables properties all over the world to reach a global audience and grow their businesses. is available in 43 languages and offers more than 28 million total reported accommodation listings, including more than 6.2 million listings alone of homes, apartments and other unique places to stay. No matter where you want to go or what you want to do, makes it easy and backs it all up with 24/7 customer support.

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