Why is the hospitality industry so obsessed with racket sports?

Racket sports have officially become the hospitality industry’s not-so-secret weapon. From rooftop padel pop-ups to pristine grass courts and crisp tennis whites, racket sports are social without being sweaty, photogenic without needing filters, and carry just enough heritage to feel both classic and cool. Resorts love them because they work for every generation, from the wellness weekender to the grandparent who still swears by their topspin serve. Add branded paddles, chic merchandise, and courtside spritzes, and you have a marketer’s dream. In short, racket sports are the new amenity arms race, fueling hospitality partnerships, programming, and pop-ups.

The numbers back it up, too. According to Travel Weekly, padel is now one of the fastest-growing racket sports in the world, and luxury hotels are taking note. Leading Hotels of the World recently compiled a list of 20+ properties boasting exquisite tennis and padel courts that set the scene in each unique global destination.

@leadinghotelsoftheworld

Tennis vs. Pickleball vs. Padel: The Cheat Sheet

• Tennis → Played on a large court (78x36 ft for doubles) with stringed rackets and a felt ball. Fast pace, heavier on running, singles or doubles. Traditional and global.

• Pickleball → Much smaller court (44x20 ft, same size as badminton doubles), plastic perforated ball (like a wiffle), and solid paddles. Slower rallies, easier to learn, highly social, popular across age groups.

• Padel → Mix of tennis and squash, played on an enclosed glass court about a third smaller than tennis. Solid paddles (no strings) with a pressurized tennis ball. Allows wall play (like squash), emphasizing strategy and teamwork.

Elegant by nature, these sports lend themselves to luxury activations with hotels, fashion houses, private members’ clubs, and even restaurants. Think: Burberry’s quintessentially British collaboration with The Newt in Somerset, or Daniel Boulud and Evian’s US Open matchday viewing experience in collaboration with French tennis ambassador, Frances Tiafoe, at Restaurant Boulud.

Courts clad in Burberry (photos: Burberry)

Sports fans are seeking elevated live-viewing experiences (photo: Restaurant Boulud)

And the consumer interest is only accelerating. Fashion label Kith recently announced its most ambitious step into hospitality, Kith Ivy: a sports, wellness, and culture club priced at $36K per year–embracing hospitality’s growing intersection of sport, style, and social life. The space will feature Wilson padel courts, a Giorgio Armani spa, and New York City’s first-ever Erewhon. 

Kith Ivy amenities include Wilson padel courts, a Giorgio Armani spa, and New York City’s first-ever Erewhon (photos: Kith Ivy)

In the end, hospitality knows that today’s consumer doesn’t just want a room or a nice dinner, they want a ritual: a sunrise match, a Bellini on the sidelines, a courtside photo that signals both leisure and status. Call it the new language of luxury, where the sound of a ball off the paddle is more of a brand statement than the logo on your tote. 

A few other recent collaborations that caught our attention…

• The Plaza Hotel x Lacoste

“Something très chic is about to make a racquet at The Plaza.” (photo: The Plaza Hotel)

• Fouquet's Paris Pickleball Club

“Pickleball with a chic and exclusive twist.” (photo: Fouquet's Paris)

• Tiffany & Co. US Open Pop-Up

“Discover the iconic US Open Singles Championship trophies—handcrafted by Tiffany for nearly 40 years—alongside a unique AI activation inspired by our enduring love of sporting excellence.” (photo: Tiffany & Co.)

• The Mark Hotel Celebrates the US Open 

“Celebrate the US Open in style.” (photo: The Mark)

• Baccarat’s Annual Petit Slam

“Tennis royalty meets Baccarat brilliance, from custom ping pong tables adorned with a crystal net to a tennis-inspired menu.” (photo: Baccarat)

• The Boca Raton Rigatoni Racquet Club

“All four Major Food Group restaurants in the spotlight with plenty of action on the courts and greens.” (photo: The Boca Raton)

• Novak Djokovic joins Aman as its first Global Wellness Advisor

“Djokovic brings a wealth of expertise, both on and off the court, to the Aman guest experience, enhancing the brand’s ever-evolving approach to health, fitness and wellbeing.” (photo: Aman)