Proof Wins: The Convergence of Sports, Travel, and Faith examines how Muslim travellers discover, plan and attend sports events, and identifies the key factors that convert interest into bookings. The research finds that while enthusiasm for sports travel among Muslim travellers is high, participation depends heavily on clear, reliable information on essentials such as Halal food availability, prayer facilities, transport logistics, and secure payment options.

Current projections indicate that the Muslim sports-event travel spend pool will grow from around USD11 billion in 2025 to USD17 billion by 2030. When destinations make Muslim-friendly readiness visible during the booking stage and deliver it consistently on the ground, the opportunity could expand further to USD21 billion by the end of the decade. 

This potential growth is fueled by two measurable shifts: greater participation from Muslim travellers when faith-compatible services are clearly communicated, and stronger in-venue spending when Halal food options are well-labelled, accessible and trusted. 

Converting interest into attendance 

Muslim international arrivals are expected to grow from 186 million in 2025 to 245 million by 2030, supported by a young, digitally connected population increasingly motivated by experience-led travel. Yet today, only around 6% of international Muslim trips include attending a sporting event, highlighting a substantial untapped market for destinations and organisers to convert interest into attendance. 

Several factors shape whether travellers ultimately commit to a sports trip. Affordability and value remain the most important considerations, followed by access to Halal food and prayer facilities, and confidence in safety and crowd management. When these elements are visible early — particularly during ticket discovery and trip planning — travellers are significantly more likely to follow through with bookings. 

Building confidence across the travel journey 

Digital discovery plays a decisive role in the sports travel journey. Social media is the primary channel through which Muslim travellers learn about sports events, often inspiring group travel among friends and family. However, conversion occurs only when that discovery quickly leads to trusted information, including official ticket links, venue access details, transport plans, and reliable digital payment options. 

“Sports tourism is entering a new phase of global growth, where experiences, community and cultural connection matter as much as the event itself,” said Mastercard Senior Vice President Customer Solutions Centre, Southeast Asia Aisha Islam. “Through Mastercard’s long-standing presence in global sports, including collaborations with the UEFA Champions League, the McLaren Mastercard Formula 1 Team and the Australian Open, Mastercard sees how major sporting moments can connect fans, destinations, and businesses at scale. As major sporting calendars continue to roll through Southeast Asia, the region is firmly establishing itself as a hub for high-profile sporting experiences. Muslim travellers are among the fastest-growing segments in global travel. When destinations provide clarity and confidence — from payment security to Halal dining and prayer access — they unlock significant participation and spending potential.”

“What this research clearly shows is that demand alone is not the constraint: Confidence is,” said CrescentRating Founder and CEO Fazal Bahardeen. 

Muslim travellers are highly motivated by major sporting events. But participation increases only when essential needs such as Halal food, access to prayer facilities, and transport are clearly communicated and trusted well before travel begins. Destinations in Southeast Asia that connect iconic sports moments with visible Muslim-friendly readiness are best positioned to convert interest into attendance and sustained economic impact.”For more information on the report, check out  Proof Wins: The Convergence of Sports, Travel, and Faith.

(Source: Mastercard)

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An accomplished hotelier with over 25 years of experience across luxury and lifestyle hospitality brands, Scheffers brings a strong track record in hotel operations, commercial strategy, repositioning, and asset enhancement across key Asian markets, including Thailand, Singapore, India, the Maldives, and Hong Kong. Throughout his career, he has held senior leadership roles with globally recognised hospitality groups such as Onyx, Shangri-La, and Hilton.

He joins the resort as it continues to lead and strengthen Mandai Rainforest Resort’s positioning as Singapore’s leading nature and wildlife destination.

In his new role, Scheffers will oversee the resort’s overall operations and strategic direction, with a focus on strengthening guest engagement, operational performance, service excellence, and the resort’s long-term commercial success.

(Source: Banyan Tree)

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Now on sale, the season includes seven- to 53-day sailings, visiting 128 destinations in 37 countries, access to 101 UNESCO World Heritage Sites, and 32 late-night or overnight stays designed to give travellers more time ashore.

New for the season are Princess’ first calls to Galway and Killybegs, Ireland, as well as the debut of the new Pole-to-Pole Odyssey, and extended voyage linking Antarctica and the Arctic.

What’s New for Europe 2028

The 2028 season represents the largest European deployment in Princess history.

• 291 departures across 150 itineraries.
• 128 destinations in 37 countries.
• Six ships sailing from 13 departure ports – Caribbean Princess, Enchanted Princess, Majestic Princess, Regal Princess, Sky Princess and Sun Princess.
• Maiden calls to Galway and Killybegs, bringing guests to Ireland’s rugged and culturally rich western coast for the first time.
• The debut of the Pole-to-Pole Odyssey, a true epic European experience that links Antarctica and the Arctic in one voyage.
• Access to 101 UNESCO World Heritage Sites and 32 late-night and overnight stays that allow for deeper, more authentic connections ashore.

Princess’ Europe itineraries go beyond traditional sightseeing, emphasising cultural immersion through Princess Local Connections and elevated “Ultimate” shore excursions. Guests can engage directly with local people, traditions and cuisine through experiences designed with regional experts and backed by Princess Cruises’ Guaranteed Return to Ship promise.

Northern Europe 

Princess’ Northern Europe itineraries focus on smaller ports, dramatic landscapes and cultural connections, creating experiences that feel more personal and less commercialised. 

They include visiting Norway’s breathtaking fjords, discovering Ireland’s rugged west coast through maiden calls to Galway and Killybegs.

Late-night and overnight stays are featured in destinations including Stockholm, Hamburg, Tromsø (Northern Norway), Amsterdam, Copenhagen, Belfast and Reykjavik.

Mediterranean 

Princess’ Mediterranean voyages combine Europe’s most iconic destinations with local experiences that go beyond postcard moments. 

They include exploring ancient ruins in Athens, Pompeii, and Ephesus before discovering the energy and charm of cities such as Barcelona, Lisbon, Dubrovnik, and Florence.

The season also features a strong lineup of late-night and overnight stays in dynamic ports including Istanbul, Mykonos, Ibiza, Valletta, Split, Lisbon and La Spezia (Florence/Pisa).

Transatlantic Voyages

Princess’ Transatlantic voyages are positioned as a relaxed, seamless alternative to flying, making long-haul travel part of the vacation itself. These sailings connect Europe with North and South America while allowing guests to settle into the journey at a slower, more enjoyable pace. Routes feature calls to destinations including the Canary Islands, Madeira, the Azores, Bermuda, Morocco, and the new Pole-to-Pole Odyssey.

(Source: Princess Cruises)

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The 336-unit hotel will be divested at 4% above book value and an exit yield of 2.3%. The net proceeds from the divestment are SGD341.7 million, and CLAS will recognise a net gain of approximately SGD38.1 million. The transaction is expected to be completed in 3Q 2026.

CapitaLand Ascott Trust Management Limited and CapitaLand Ascott Business Trust Management Pte Ltd Chief Executive Officer Serena Teo,

said: “The divestment of The Robertson House by The Crest Collection at an attractive price of close to SGD1.1 million per key underscores CLAS’ disciplined approach to portfolio reconstitution. It further enhances CLAS’s financial flexibility, enabling us to redeploy the proceeds into higher-yielding properties, support our asset enhancement initiatives (AEIs), repay higher-interest debt, and/or fund general corporate purposes. We will continue to pursue value-accretive opportunities in Singapore and other developed markets to strengthen the resilience of our portfolio.”

Singapore remains a key market for CLAS

Post-divestment, CLAS will have four lodging properties in Singapore. Three properties – Ascott Orchard Singapore, lyf one-north Singapore and lyf Funan Singapore are operational. The fourth property, Somerset Clarke Quay Singapore, is currently under redevelopment. The 192-unit serviced residence with a hotel licence is on track to complete around the end of 2026 and is expected to begin contributing income progressively from early 2027.

(Source: CLAS)

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Together, STB and UMSG will use the power of music to raise Singapore’s profile and inspire travel to the country. The three-year partnership draws on UMSG’s network of international artistes, market insights and global media channels to create a platform that introduces Singapore to new, global audiences. 

The strategic partnership between STB and UMSG will highlight Singapore’s story through music via integrated marketing campaigns, fan activations, and travel partner collaborations, while elevating the city’s position as a must-visit travel destination. There will also be opportunities to showcase local talent alongside international artistes, telling authentic stories through their shared passions.

Singapore Tourism Board Assistant Chief Executive, Marketing Group, Kenneth Lim said: “We are seeing more consumers engaging with content and communities that resonate with their own passion points and interests, especially in entertainment and lifestyle. This multi-year partnership with Universal Music Singapore allows us to tap into this trend by forging deeper connections with our global audiences through music. What excites us most is creating truly exclusive, Singapore-only experiences within Southeast Asia, such as intimate fan events at iconic locations. We’re not just creating content; we’re crafting memorable moments that give fans compelling reasons to visit Singapore.”

The partnership builds on STB’s previous successful collaborations with UMSG artistes, including Nick Jonas’s appearance at Singapore Art Week, OneRepublic’s social content exploring the inspiration behind their instrumental track ‘Singapore’, and Billie Eilish’s live performance filmed at Gardens by the Bay. These moments demonstrate the power of authentic, artist-led storytelling to inspire travel and position Singapore as a dynamic cultural destination.

(Source: Singapore Tourism Board)

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Spanning 2027 through 2030, the collaboration should generate more than 150,000 passengers and deliver economic benefits across Singapore’s tourism and maritime sectors. 

The agreement comes at a time of accelerating demand for cruises in the Asia Pacific. Fuelled by rising affluence, an expanding middle class, and a strong appetite for immersive travel experiences, Singapore remains well-positioned to capture the region’s growing opportunities.

As part of this commitment, Princess Cruises will deploy three ships, Diamond Princess, Sapphire Princess and Grand Princess, to Singapore, with the number of sailings set to double by 2030. 

Supported under STB’s Cruise Development Fund (CDF), the ships will offer extended itineraries of 10 to 28 days, giving travellers more time to explore destinations across the region.

Deployment will accelerate the fly-cruise segment

Princess Cruises’ 2027-28 Southeast Asia programme offers a curated collection of longer, destination-rich itineraries operated by Diamond Princess, connecting Japan, Korea and Southeast Asia. Highlights include visits to 29 destinations across nine countries, with voyages designed as longer-duration sailings of up to 28 days that connect multiple regions. This follows on from the 2026-2027 season, when Diamond Princess and Sapphire Princess will homeport in Singapore simultaneously from November 2026 to February 2027.

Singapore’s role as a seasonal homeport for Princess Cruises is expected to attract a strong base of international cruise passengers, particularly from mid- to long-haul markets such as Australia, the UK and the US.

This deployment will further accelerate growth in the fly-cruise segment and strengthen Singapore’s position as a homeport of choice in Asia, underpinned by strong global air connectivity and world-class cruise infrastructure. Singapore’s plethora of tourism products also creates opportunities for travellers to extend their journeys with pre- and post-cruise stays in Singapore.

Singapore Tourism Board, Assistant Chief Executive, Experience Development Group, Jean Ng said: “This three-year partnership with Princess Cruises is a testament to Singapore’s position as Asia’s premier cruise hub. 

“Princess Cruises’ expanded deployment broadens our premium cruise experiences and supports our Tourism 2040 vision to drive quality tourism growth through a strong pipeline of differentiated products. With Asia Pacific emerging as a key growth region for cruising, Singapore is well-positioned to capture fly-cruise demand and connect the world to the best of Asia. We look forward to Princess Cruises bringing their exciting cruise itineraries to more travellers.”

Princess Cruises Vice President Asia Pacific Matthew Rutherford added: “Singapore is a cornerstone of our Asia Pacific strategy and an exceptional homeport from which to expand our regional footprint. This multi-year deployment underscores our confidence in Singapore’s connectivity and strong cruise ecosystem. We’re seeing growing demand for longer, more immersive journeys, and this programme allows us to deliver richer itineraries across Southeast Asia and beyond while attracting more international guests to the region.”

(Source: STB/Princess Cruises)

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B-Portal provides contracted offline travel agencies with a branded portal to check rates and availability, and to complete bookings directly. Payment is processed via Bakuun’s embedded bank-to-bank payment network and tied to contracted terms. The platform integrates with 250+ channel managers and 100+ currencies.

Until now, contracted rates between hotels and their offline travel agencies have often been distributed via spreadsheets and PDFs, with bookings confirmed by email. Payments from travel agencies arrive post-checkout without a booking reference attached, leaving hotels exposed to credit risk. Finance teams match each transfer manually. According to the State of Distribution Report 2025 (HEDNA), 80% of hotels spend up to two days a week on manual reporting and reconciliation. Bakuun resolves these issues.

“We started Bakuun to empower any travel business of any size with technology, to simplify distribution and remove blockers in cross-border operations, payments, and contracting”, said Bakuun Founder & CEO Marco Bacchilega.

About Bakuun
Bakuun is a global travel technology company transforming the way businesses manage connectivity, distribution, and payments. The platform replaces fragmented, outdated systems with seamless, scalable solutions designed to enhance operational efficiency and unlock new growth opportunities.

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The study was conducted as part of the launch of GEO Radar, Grayling’s new AI search insights platform designed to help organisations understand how brands and organisations surface across AI-powered search environments.

Conducted in April 2026, the analysis examined over 1,600 AI-generated responses across six AI models (1), spanning inbound travel queries from Australia, the UK and the US, as well as outbound travel prompts from Singapore.

The findings come amid growing adoption of AI tools for travel planning. According to recent industry research, more than one-third of US travellers already use AI tools to plan or experience

trips, while 37% say they trust AI-generated recommendations enough to act on them. 

“Travel is one of the sectors being reshaped most quickly by AI search,” said Grayling Singapore Managing Director Danny Tan. “Consumers are no longer simply typing a few keywords into Google and browsing links. They are asking AI models for recommendations, itineraries and comparisons, and increasingly trusting the answers they receive. 

“This makes it critical for brands and destinations to understand how they are being surfaced, why they are being recommended, and which sources are shaping those responses.”

While Singapore surfaced strongly in AI-generated responses linked to stopovers, iconic skylines, and shopping, it appeared less prominently in honeymoon-related queries, where destinations such as Bali, Sri Lanka, and the Maldives dominated recommendations.

Visibility also varied across AI models, with Gemini Flash and ChatGPT 5.3 surfacing Singapore most consistently, while ChatGPT and Perplexity Sonar Pro recommended it less frequently.

By market, Singapore surfaced more often in responses linked to Australian travellers than those tied to the UK and the US.

Study highlights

Top airlines inbound queries

National carriers dominated inbound AI-generated airline recommendations, with Singapore Airlines surfacing most frequently across the models analysed

Top online travel agencies inbound queries

AI – generated booking recommendations were led by major online travel platforms with strong regional presence

For outbound travel queries from Singapore, the analysis showed which airline and booking platform brands were most frequently surfaced in AI-generated responses.

Top airlines outbound queries

Singapore-based carriers dominated outbound AI-generated travel recommendations, with Scoot and Singapore Airlines surfacing most frequently across the models analysed.

Top OTA outbound queries

Trip.com had the strongest presence among OTAs in outbound AI- generated travel responses, appearing in 71% of responses analysed

The report also found that AI consistently described Singapore using descriptors such as food, greenery, modern architecture, shopping, and safety. In contrast, descriptors such as ‘expensive’, ‘clean’ and well-organised’ appeared less frequently. When Singapore was recommended, AI-generated responses often paired it with destinations such as Bangkok, Bali, Tokyo and Los Angeles, rather than presenting it as a standalone destination. Singapore appeared more frequently as the first or middle stop on longer travel routes.

From June, Grayling will roll out GEO Radar across its network of offices and affiliates in Asia-Pacific.

About Grayling
Grayling is an award-winning global public relations consultancy with 30 offices worldwide.

(1) ChatGPT 4.0, ChatGPT 5.3, Gemini Flash, Gemini Pro, Perplexity Sonar, and Perplexity Sonar Pro.

(Source: Grayling)

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Her debut in August 2028 brings the fleet to its full six-ship scale, realising the brand’s original vision on time and exactly as planned at its inception. Spanning 178 destinations across 27 countries, the new collection represents a significant expansion of the brand’s global presence, with all six ships sailing the world’s oceans together for the first time.

The new collection captures the Mediterranean’s allure alongside the landscapes of Northern Europe, Iceland and Greenland. From the Alaskan wilderness to the historic waterways of the North American East Coast during the height of the autumnal shift, every itinerary is shaped by the philosophy of unhurried discovery. 

Overnights in cities like New York, Reykjavik and Istanbul are balanced with visits to remote island retreats such as Korčula and the Faroe Islands. In many ports, late departures allow guests to experience the evolving energy from day to night, offering a more soulful connection to each destination.

Summer 2028 Overview

Explora I: From April through October, the ship visits six countries and 25 destinations in the Mediterranean, meandering through the island constellations of the Aegean to the sculpted shores of the Adriatic. Guests can uncover the Cyclades, the Dodecanese and the Turkish Coast, experiencing the nightlife of Mykonos with a late departure and the cultural vibrancy of Istanbul with an overnight stay. 

Explora II: Exploring the Western Mediterranean, North Africa and the French and Italian Rivieras, the ship visits 36 destinations across Iberia and the Atlantic edge from April through October. Itineraries weave from the vibrant Balearic Islands to the lush landscapes of Madeira, featuring an overnight stay in Lisbon and late departures from eight ports, including Ibiza, Capri and Casablanca.

Explora III: Returning to the wilderness of Alaska from May through September, the ship navigates 20 destinations across the US and Canada. Itineraries feature scenic sailings through the Inside Passage and the Gulf of Alaska, providing an unparalleled vantage point of Hubbard Glacier, alongside calls at Juneau, Skagway, and smaller communities such as Wrangell and Klawock.

Explora IV: From May through October, the ship traverses Northern Europe and the Baltic Sea, uncovering 51 destinations across 15 countries. Guests can cycle along the historic canals of Amsterdam or stroll the royal parks of Stockholm during overnight stays, while 11 maiden calls, including Runavík in the Faroe Islands and Djúpivogur in Iceland, reveal the region’s more remote shores.

Explora V: Between May and September, the ship explores the Baltic Sea, the Norwegian fjords and the North Atlantic before reaching the volcanic coastlines of Iceland and Greenland. The season then transitions to the North American Eastern Seaboard with overnights in New York City and Quebec City and late departures from Halifax and Boston.

Explora VI: From August to November 2028, the newest ship in the fleet sails the Mediterranean, completing 13 sailings. Starting with her maiden journey from Rome to Barcelona, itineraries weave through Sicily, Sardinia and the French Riviera. As the season mellows into October and November, the ship ventures into the Adriatic to explore the historic ports of Trogir and Dubrovnik, as well as the UNESCO-protected Bay of Kotor.

(Source: Explora Journeys)

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According to JLL, the volume of luxury hotel transactions in the Asia-Pacific region rose significantly by 77% between 2017 and 2025, reaching approximately USD 2.1 billion in 2025.

Significantly, 2025 volumes represent one of the highest annual investment deployments into luxury hotels since pre-COVID times, where transactions reached over USD2.4 billion in 2019.

Following the pandemic, luxury hotel transactions rebounded strongly, particularly in 2023, returning to levels comparable with 2019. In 2025, luxury hotel transactions accounted for almost 20% of all hotel deals, more than double the 8% share recorded in 2017 and surpassing even the 16% achieved during the pre-pandemic high, reinforcing investor confidence in the long-term value and performance characteristics of luxury hospitality assets.

“The luxury hotel segment in Asia Pacific is experiencing a defining moment measured by both its remarkable resilience throughout the pandemic cycle and beyond, and increasingly via a convergence of wealth accumulation and evolving consumer. As a result, we’re seeing sustained appetite from an increasingly diverse investor base, including private wealth and cross-border capital, all seeking exposure to assets that combine prestige, capital preservation, and long-term growth fundamentals,” says JLL Hotels & Hospitality Group Head of Advisory and Asset Management, Asia Pacific, Xander Nijnens.

A fundamental shift is underway in how luxury hotels capture market share. While these properties have always commanded premium rates, the occupancy gap between luxury and mainstream hotels is now narrowing, signalling that luxury hotels are year-round performers with strong, sustainable demand.

This performance evolution is attracting both capital and development activity. Luxury hotel supply has grown at a steady 4% annually over the past decade, maintaining approximately 8% of the total market, with moderate growth expected through 2030. This disciplined expansion has avoided the oversupply traps that historically challenged the sector, creating favourable supply-demand dynamics for investors.

Global and regional operators are launching differentiated concepts to capture specific guest preferences, from wellness-focused retreats to culturally immersive experiences. In particular, the ultra-luxury segment has become increasingly fragmented and brand-driven. For investors, this brand proliferation offers opportunities to position assets within distinct market niches and capture premiums through strategic partnerships.

“The luxury hospitality landscape has fundamentally evolved. We’re seeing properties adapt to changing guest preferences while maintaining the premium positioning that makes them attractive investment assets. The combination of strong rate power, strategic repositioning, and heightened demand from affluent travellers positions the segment favourably for continued growth. We also see moderating supply growth in the coming years, providing owners with more pricing power,” says Marina Bracciani, Vice President, Hotels Research Lead, Asia Pacific.

Despite significantly higher operating costs — almost double those of the overall hotel market in the region — due to elevated staff ratios, premium F&B offerings, and personalised services, luxury hotels achieve gross operating profit margins comparable to the overall market. The ability to command substantial rate premiums while maintaining competitive margins demonstrates the segment’s pricing power and operational sophistication.

However, performance varies considerably across markets, with luxury hotels in Tokyo, Hong Kong, and Seoul emerging as clear winners. The ultra-luxury segment has demonstrated even more pronounced outperformance than the broader luxury category.

(Source: JLL)

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