
Can hospitality rise to the challenge? Turning Australian Open visitors into repeat guests
How can advanced technology and curated experiences help meet guest expectations during high-demand periods?
The 2025 Australian Open is once again delivering a smash hit for Melbourne’s economy, setting new attendance records and driving an influx of visitors to the city.
With 95,290 fans filling Melbourne Park on Day 2 alone, surpassing the previous record of 94,854 in 2023, the tournament highlights its significance to the hospitality sector. More than 267,000 attendees poured into Melbourne over the first three days, offering local businesses, especially hotels, a surge in demand that goes beyond accommodation. This surge provides an opportunity to craft memorable experiences that leave a lasting impression and foster loyal return guests.
Earlier this week, Dougal Hollis, General Manager of Accommodation Australia (Victoria), welcomed projections of record fan attendance levels at the 2025 Australian Open. Mr Hollis noted the event is expected to drive an increase of up to 10 percent in Melbourne city hotel room bookings during the main tournament days, demonstrating its critical role in boosting the local economy.
Delivering experiences beyond expectations
For accommodation providers, events like the Australian Open aren’t just about maximising revenue through elevated rates; they present a prime opportunity to create value that transforms first-time visitors into loyal guests.
To fully capitalise on this surge in demand, hotels and local businesses must focus on offering experiences that extend beyond premium pricing. While higher rates during peak periods are expected—particularly with the influx of visitors to Melbourne—ensuring guests feel their experience justifies the cost is essential. Exceptional service, thoughtful amenities, and personalised touches can turn a one-time stay into a lasting impression, encouraging repeat visits long after the tournament concludes.
Craig Dennington, Regional Director for AU & NZ at Agilysys, highlights the importance of leveraging advanced technology and curated experiences to meet guest expectations during high-demand periods.
“Events like the Australian Open showcase Melbourne to a global audience, and hotels have a unique opportunity to go beyond simply providing a room. Tailored packages, seamless service, and thoughtful touches can make all the difference in turning a visit into a memory,” Mr Dennington explains.
He suggests that hotels and local businesses can cater to tennis enthusiasts with creative offerings, such as:
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Tennis-Themed Packages: Early breakfasts, shuttles to Melbourne Park, and exclusive merchandise, such as branded towels or water bottles, can elevate the guest experience.
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Customised Amenities: Celebratory cocktails or in-room viewing kits featuring Australian Open-themed snacks bring the excitement of the tournament directly to guests.
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Streamlined Operations: Efficient check-ins, digital concierge services, and mobile apps ensure hassle-free stays, allowing guests to focus on enjoying their visit.
The ripple effect across Melbourne
The tournament’s impact extends well beyond hotel lobbies. Melbourne’s restaurants, cafes, and cultural attractions benefit immensely from the influx of international and domestic visitors. Local retailers, particularly those near Melbourne Park, see a spike in foot traffic and sales as tennis fans explore the city. By collaborating with these businesses, hotels can create value-added packages that drive even more engagement, such as dining vouchers or discounted tickets to local attractions.
Sustainable growth through memorable stays
As Melbourne’s hospitality sector relishes the immediate economic lift of the Australian Open, the real challenge lies in turning short-term gains into long-term success. Hotels that invest in guest satisfaction today—through exceptional service, innovative technology, and unique experiences—lay the groundwork for sustained future growth.
Mr Dennington explains that the use of an advanced Property Management System (PMS) can play a pivotal role in personalising guest experiences, streamlining operations, and gathering valuable insights to help drive repeat bookings.
He said: “Technology is there to help properties not just manage the surge but make it a springboard for future success.”
Building Melbourne’s reputation as a global destination
The Australian Open’s record-breaking crowds are more than just numbers; they represent an opportunity to showcase Melbourne’s world-class hospitality to a global audience.
From tennis fans attending their first Grand Slam to seasoned travellers, every guest interaction matters in building Melbourne’s reputation as a premier destination.
By focusing on exceptional service, creativity, and long-term strategies, the city’s hospitality sector can ensure that the energy of the Australian Open extends well beyond the tournament, creating a ripple effect of positive impressions and repeat visits. As the 2025 Australian Open continues to make headlines, Melbourne’s hotels and businesses have a grand slam opportunity to set new standards for hospitality excellence.

Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.