On Day 2, a massive 95,290 fans filled Melbourne Park, followed by 90,102 attendees on Day 3 and 86,098 on Day 4.
By the end of Day 4, the cumulative attendance reached an impressive 353,189 people. Last year, the Australian Open set a record with 1,020,763 attendees across the entire event.
Craig Dennington, Regional Director for Agilysys AU & NZ, emphasizes that the Australian Open provides more than just a short-term economic boost. It's a unique opportunity to showcase Melbourne's hospitality sector to a global audience and lay the foundation for long-term sustainable growth.
“To fully capitalise on this surge in demand, hotels and local businesses must focus on creating value that extends beyond premium pricing,” says Dennington.
One way to achieve this is by catering to the increasing demand for long-stay apartments in Melbourne. These accommodations provide an excellent alternative for visitors seeking a home-away-from-home experience, particularly for extended stays during events like the Australian Open. With features such as fully equipped kitchens, laundry facilities, and spacious living areas, long-stay apartments offer both convenience and comfort, making them ideal for families, business travelers, and international guests.
While elevated rates during peak periods are understandable, he stresses that ensuring guests feel their experience matches the cost is vital. High-quality service, premium amenities, and personalized touches can transform a one-time stay into a memorable experience, encouraging repeat visits long after the tournament ends.
For hotels, Dennington suggests innovative offerings tailored for tennis fans, such as early breakfasts for morning match attendees, shuttle services to Melbourne Park, or exclusive Australian Open-themed experiences like branded merchandise or special cocktails.
Additionally, seamless check-ins, insider tips, and thoughtful local recommendations can enhance the overall guest experience, ensuring visitors feel valued amid Melbourne’s vibrant energy.
The Australian Open's impact extends beyond hotels, benefiting nearby restaurants, retailers, and cultural attractions. By prioritizing exceptional guest experiences, the hospitality sector can transform the tournament into a catalyst for sustained economic growth, ensuring Melbourne remains a destination of choice for years to come.
One standout example is the Sofitel Melbourne On Collins, which has brought the "Summer of Tennis" to life through a blend of sport, luxury, and sophistication. Guests and the public can watch live matches in Sofi’s Lounge from 11 am to 7 pm, where a tennis pop-up features a giant TV screen, deck chairs, and a Pommery Champagne Lounge, creating a relaxed yet vibrant atmosphere.
Sofitel also hosted Olympic gold medalist and world No. 5 Qinwen Zheng at an exclusive VIP event for guests and partners, further solidifying its commitment to providing memorable, high-end experiences during the Australian Open.
Marriott Bonvoy, the official hotel partner of the Australian Open, has elevated the tournament experience with the unveiling of its luxurious Marriott Bonvoy Lounge. This premium retreat combines luxury, wellness, and culinary excellence to offer attendees a sanctuary amidst the excitement.
After exploring the precinct, watching matches, and enjoying activations, guests can unwind at the lounge’s Westin Heavenly Spa pop-up. Drawing inspiration from Westin Hotels & Resorts’ Six Pillars of Well-Being, the spa offers express treatments like Relaxation Head Massages and Transformative Neck & Shoulder Massages, helping visitors recharge between the action.
Marriott Bonvoy members can also savour a curated menu by award-winning chef Massimo Mele, featuring standout dishes such as Mamma Maria’s polpette and Slow Cooked Lamb Shoulder. The experience is further enhanced by exclusive VIP moments, including Q&A sessions with tennis legends like Ash Barty and photo opportunities with the championship trophies.
Access to the lounge is available through Marriott Bonvoy's instant redemptions program, providing members with the ultimate way to enjoy the Australian Open in style and comfort.
Travel companies are capitalizing on the Australian Open’s global spotlight, with Journey Beyond and Emirates playing key sponsorship roles.
Journey Beyond has a robust presence at the tournament, featuring a series of TV commercials, sponsor billboards, and integrations within the Summer of Tennis telecast, as well as collaborations with The Today Show and Nine Radio networks, including 3AW and 2GB. The campaign highlights Journey Beyond’s iconic brands, such as The Ghan, Indian Pacific, and small-group tour operator Outback Spirit, running throughout the entire Summer of Tennis. The effort extends across print, social, and digital platforms, showcasing the breadth of Journey Beyond’s portfolio.
Meanwhile, Emirates has announced a five-year renewal of its partnership with Tennis Australia, continuing as the Official Airline of the Australian Open until 2029. Signature Emirates flight attendants, a hallmark of the tournament, greet players as they enter Centre Court and feature prominently in the prestigious trophy presentations.
Not to be outdone, Qatar Airways celebrated its partnership with tennis legend Novak Djokovic ahead of the Australian Open. Hosting an exclusive ‘Dinner with Novak Djokovic’ event for trade and corporate partners at Melbourne’s Botanical Hotel, the airline, with Djokovic as its Global Brand Ambassador, provided guests with an unforgettable experience. The evening included a three-course dinner, a speech, a Q&A session with the 10-time Australian Open champion, and photo opportunities with one of tennis’s greatest stars.
Amidst the excitement, Melbourne serviced apartments have emerged as a top accommodation choice for visitors seeking flexibility, comfort, and convenience. With many located close to Melbourne Park, these apartments provide an ideal base for tennis fans, offering fully equipped kitchens, spacious living areas, and a home-away-from-home experience. This makes them a preferred option for families, groups, or longer stays during the tournament.
These strategic partnerships underscore the significant role the Australian Open plays in connecting travel brands with a global audience.