The Experience Economy Meets the Sports World
Luxury sports travel trends and insights from Roadtrips President Dave Guenther
By Jeff Eyamie, Roadtrips On-Site Host
“People don’t just want to go somewhere anymore — they want to experience something extraordinary.”
As live events surge back stronger than ever, the line between travel, entertainment, and community is blurring. Few understand this shift better than Dave Guenther, president of Roadtrips, one of the world’s premier luxury sports travel companies.
I’ve had a chance to experience a few events myself, as an on-site host. But Dave’s been doing this since 1992 and has seen a lot. His advice has graced the pages of Vogue and Fortune; he’s been on BBC News and prominent travel podcasts – all in the past year. I sat down with Dave to better understand what he sees happening in the sports travel industry.
With 2026 shaping up to be a bumper crop of bucket-list events on a global scale, Dave shares his insights on the rise of experiential travel, the new definition of luxury, and how Roadtrips continues to craft once-in-a-lifetime journeys for sports fans (and even non-fans) around the world. And the Taylor Swift Effect.
Q: Dave, as we head into a massive sports year in 2026, what trends are shaping the sports travel industry right now?
Dave Guenther: Sports travel — and live tourism in general — is having a real moment. People don’t just want to go somewhere anymore; they want to experience something. Increasingly, travelers are asking, “What unique event can I add to my trip?” Maybe it’s a concert, a Grand Slam, or the Super Bowl.
It’s part of a bigger cultural shift. Some call it the “Taylor Swift effect” — where people plan entire trips around a live event. But it goes far beyond that. There’s a universal desire to be part of something: a shared experience, a moment in time that becomes part of your story.
When you attend a major sporting event, you’re joining a community. You’re part of a collective vibe, a shared narrative. That emotional connection — and the ability to share that story — is a huge part of why live sports travel has become so powerful.
At Roadtrips, our goal is to make that shared experience as seamless and personal as possible. We handle every detail — the logistics, the access, the customization — so our guests can focus on being fully present in those moments.
Q: Beyond that cultural shift, what other forces are driving change in the industry?
Guenther: I’d highlight two big things.
First, live tourism continues to grow. Demand for premium experiences is higher than ever, especially after the pandemic reminded people how precious these moments are.
Second, the process of accessing those events has become more complicated. Between dynamic ticket pricing, limited availability, and confusing access rules, the path to major events can be opaque. That’s where we come in. Roadtrips removes the stress, creating a turnkey, fully managed experience.
In short: the desire to go is growing, but so is the complexity. Our role is to simplify it all — so clients can just enjoy the magic.
Q: Let’s talk about your clients. How has the Roadtrips traveler evolved over the years?
Guenther: There’s been a democratization of travel overall — more people want to experience the best of everything. But for major sporting events, reality dictates that it’s increasingly a luxury market. Prices have gone up, and access has become more exclusive.
Our clients tend to be discerning travelers who value both the event and the quality of the journey around it. They’re not just buying a seat at the Summer Games or the World Cup; they’re investing in a once-in-a-lifetime memory.
Luxury, for many people today, isn’t a handbag or a watch — it’s experience. For some, that means spending $2,500 a day at a world-class sporting event rather than on a physical good. It’s a shift from owning things to collecting moments.
Q: A big part of your offering is the “personal touch.” What does that look like in practice?
Guenther: Customization is everything. Every traveler is unique — their interests, priorities, comfort levels. We start with conversations: What kind of experience are you looking for? What details matter most to you?
Once we know that, we design everything around those preferences. For some, it might mean VIP airport assistance the moment they land — a greeter at the gate, expedited customs, a private transfer, and a Roadtrips host waiting at the hotel. Within an hour, all that travel anxiety melts away.
That’s when the real magic begins. When you feel completely taken care of, you can truly immerse yourself in the destination, the culture, and the event.
It’s not just about logistics — it’s about emotion. Our job is to eliminate friction so that anticipation turns into joy, and memories are made effortlessly.
Q: So much of what you’re describing is about trust. Some people might try to book everything themselves online. What’s the value of going through Roadtrips?
Guenther: It’s true — do-it-yourself travel is easy for simple trips. But for global, high-demand events? The stakes are higher, and the risks are real.
Our clients come to us because they want certainty. They want to know that their tickets are legitimate, their transfers are on time, their hospitality is world-class, and that if anything changes — someone has their back.
When you hand your dream experience to Roadtrips, we treat it like our own. You get peace of mind, and that’s priceless.
Q: Customization seems to be a defining feature of modern luxury. What new kinds of personalization are clients asking for today?
Guenther: People want more than just seats and hotels — they want immersive local experiences. Our team is passionate about food, culture, and destinations, and we’ve built deep relationships in cities we return to year after year.
If you’re at the Kentucky Derby, we’ll tell you the best bourbon bar and arrange a behind-the-scenes stable tour. In Monaco, we’ll book your terrace dinner overlooking the harbor. At the Indy 500, we know where to find the perfect steak.
Travelers today are planners. They want to line up their dining, their side experiences, their Instagram-worthy moments — and we love curating those. It’s what transforms a trip into a story.
Q: You’re known as a hands-on President. Why is it important for you to personally attend events and connect with clients?
Guenther: Honestly, I just love it. I’m still a fan. The destinations, the energy, the food, the sense of community — it’s all irresistible.
I got bitten by the sports travel bug early, and it never left me. Being on the ground reminds me why we do what we do. It keeps me close to our clients, and it keeps Roadtrips authentic.
There’s nothing like standing in a packed stadium, hearing that crowd, and knowing that hundreds of our guests are having one of the best days of their lives.
Q: You’ve become a trusted resource for travel advisors and agencies around the world. How has that relationship evolved?
Guenther: It’s grown tremendously. For many travel advisors, sports travel used to be unfamiliar territory. But now, it’s a major part of their clients’ bucket lists.
We’ve worked with travel advisors for over 30 years. Many see us as their go-to source for accurate information, access, and peace of mind when booking major sporting events.
And it’s become increasingly global. We now work with partners in places like São Paulo, Mexico City, Bogotá, and Hong Kong — we are a resource for the relationship managers who work with American Express Centurion members. We’re proud to be a trusted bridge between advisors, their clients, and the world’s most exclusive events.
Q: Women’s sports have seen huge growth lately. How has that affected your business?
Guenther: It’s one of the most exciting developments in sports right now. Roadtrips has been a pioneer in women’s sports travel. We first created packages for the Women’s World Cup years ago, and our involvement has grown with every tournament. We’ll be offering packages again for the 2027 edition in Brazil — our fourth consecutive tournament — and interest continues to climb.
As for women as clients: absolutely, we’re seeing more women booking sports travel — both for themselves and for others. Women make a significant number of travel decisions overall, and that’s reflected in our client base. Certain events, like the Summer Games and the Kentucky Derby, have always resonated strongly with women. These sporting events offer multi-layered experiences — sport, culture, style, connection — that make modern sport appeal to a wider demographic.
Q: Speaking of experiences, what are some of the most memorable extras Roadtrips has offered?
Guenther: We’ve done some pretty spectacular things.
At the Super Bowl, our guests are invited to a private tailgate featuring multiple current and former NFL players — and a lineup of celebrity chefs. It’s a full-scale event in itself.
At the Masters, we host guests at exclusive hospitality houses, and during major international events like the World Cup or the Summer Games, we create our own branded hospitality spaces.
In Paris, for example, we moored a private boat right under the Eiffel Tower for our guests — complete with food, drinks, and the best view in the city of the light show. It became a social hub where travelers could meet, share stories, and soak up the magic between their customized itineraries.
Those “beyond the ticket” experiences are what transform a sports trip into something unforgettable.
Q: It sounds like even non-sports fans could love these trips. Would you agree?
Guenther: Absolutely. In fact, at some events, the non-sports fan might have more fun than the hardcore fan!
Take the Monaco Grand Prix. Yes, the race is incredible, but the fashion, the glamour, the yachts, the parties — it’s a sensory feast. You could attend without ever watching a lap and still have the time of your life.
That’s the essence of what we do: it’s not just the sport, it’s the journey. The destination, the culture, the food, the atmosphere. It’s a full experience designed to be as extraordinary as the event itself.
Q: Finally, what’s next for Roadtrips — and for luxury sports travel more broadly?
Guenther: I think the future is all about deeper personalization and connection. Travelers are looking for meaning in their experiences. They want to feel part of something bigger — a story, a community, a once-in-a-lifetime moment.
Sports travel offers that like nothing else. It’s global, it’s emotional, and it’s shared.
Our mission is simple: to make those moments effortless, authentic, and extraordinary — every single time.
About Roadtrips: Founded in 1992 by Dave Guenther, Roadtrips specializes in luxury sports travel experiences to the world’s most iconic events — including the Super Bowl, Summer and Winter Games, World Cup, Masters, and more. Each itinerary is fully customized, offering premium seating, exclusive hospitality, and high-touch service. Learn more at Roadtrips.com.