New data from Flight Centre's Corporate Traveller reveals the Australian Open as the top choice for corporate travellers, outpacing the AFL Grand Final, Melbourne Cup, and Boxing Day Test.

The data shows a significant shift in corporate travel preferences, with the Australian Open recording 725% more bookings than the Boxing Day Test, 73% more than the AFL Grand Final, and 56% more than the Melbourne Cup in 2023.

The Australian Open's popularity is not limited to domestic corporate travellers. The event also leads in international corporate bookings across all events. This surge in interest is expected to continue, with Corporate Traveller noting there's already a 21% increase in Australian Open bookings in 2024 compared to 2023.

In contrast, the Melbourne Cup recorded 11% more domestic corporate bookings than the AFL Grand Final in 2023. However, for international corporate bookings, the AFL Grand Final outperformed the Melbourne Cup by 30%. The 2023 Grand Final between the Brisbane Lions and Collingwood drew capacity crowds of 100,024 to the MCG for the second year in a row, while media reports estimated more than 80,000 people attended Melbourne Cup 2023, up on 73,816 in 2022.

The Australian Open's growing appeal is reflected in its record-breaking attendance in 2023, which saw 839,192 fans over the tournament. The 2024 Australian Open is set to extend by one day, a move aimed at reducing late matches, which could further boost its appeal. This year, the top international origin cities attracting corporate travellers to the Australian Open by booking volumes are Auckland, Dubai, Singapore, Los Angeles, Doha, Christchurch and Wellington.

Corporate Traveller’s Australian-based Global Managing Director, Tom Walley, attributed the Australian Open's success to its timing and atmosphere.

"The Australian Open will run over 15 days this year [2024], and it is held during the holiday period when people are enjoying time with family and friends. It is summer too, so the warmer weather gets everyone out and about. Melbourne Park may not have the same seating capacity as Melbourne’s other three main sporting events at the MCG and Flemington, but it has everything else on its side to draw the biggest crowds," he said.

In a sign of the prevailing economic conditions coming into 2024, Walley said many corporate travellers have booked fares well in advance to avoid holiday airfare price increases.

"These events are also the perfect opportunity to blend business travel with leisure. With Melbourne being home to several sporting events, business travellers can network and host their clients, while also offering tickets as an employee incentive,” he added.

Among those arriving in Melbourne for the Australian Open, the highest proportion of bookings from a single city came from Sydney (29% of total bookings), followed by Brisbane (16%), Adelaide (9%), Perth (9%), Canberra (2%), and outside of Australia (14%). The top international origin cities attracting corporate travellers to the Australian Open are Auckland, Dubai, Singapore, Los Angeles, Doha, Christchurch and Wellington.

Corporate Traveller was established in 1993 as Flight Centre Travel Group’s first corporate brand, provides business travel management and solutions for SMEs and operates in six global markets.