Each September, the Singapore Grand Prix turns Marina Bay into a high-octane blend of sport, spectacle, and serious business. The Formula 1 weekend isn’t just about the grid — it’s an ecosystem of global CEOs, celebrities, ultra-high-net-worth travelers, and corporate dealmakers.
For hotels, it’s not just a spike in occupancy. It’s one of the most commercially valuable moments of the year — if you know how to leverage it.
Yet, many properties leave revenue and brand opportunity untapped. Early sell-outs, misaligned pricing, and underutilized space can quietly undermine performance during the highest-demand weekend on the calendar.
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Five Proven Plays to Maximize F1 Weekend ROI
Here are five tactics that consistently drive results for hotels looking to turn F1 energy into commercial impact:
1. Reposition Premium Suites as Hospitality Assets
During F1, the real game often happens off-track. Networking, hosting, and brand activations are central to the weekend — and hotels with premium suites are sitting on prime real estate.
Whether or not the suite offers a direct view of the circuit, exclusivity, and access are what clients want.
Consider converting your top rooms into private hospitality lounges. Take inspiration from Swissôtel The Stamford, which regularly transforms suites into race-themed, fully serviced spaces. These packages typically include:
- Curated F&B and on-demand service
- Branded setup and signage
- Private check-in and concierge service
- Dedicated event staff
What you’re selling isn’t a bed — it’s a branded guest experience. And the right clients will pay accordingly.
2. Repurpose Inventory Beyond Traditional Event Space
Meeting rooms in Marina Bay are booked out well in advance. But the opportunity doesn’t end there.
Think modularly about your room inventory. Suites, connecting rooms, or underutilized club floors can be repackaged into:
- Temporary media centers or press lounges
- Sponsor or influencer prep rooms
- VIP breakout zones or cocktail lounges
Flexible half-day or evening-only formats can increase yield while serving F1 stakeholders who book last-minute and demand central access.
3. Don’t Oversell Entry-Level Rooms
A common mistake across the region: selling too many entry-level rooms too early. These are often your most adaptable inventory — perfect for last-minute, high-ADR bookings.
Adopt a holdback strategy:
- Prioritize premium and mid-tier categories in early marketing
- Package base-category rooms with value adds (e.g., late checkout, lounge access)
- Release entry-level stock gradually as demand ramps up
This gives you pricing flexibility when demand — and guest willingness to pay — spikes closer to race weekend.
4. Avoid the “Early Sell-Out” Trap
Selling out in July may look good on paper — but often it signals underpriced inventory. During major events like F1, pace and price must align with market behavior.
Instead, consider:
- Implementing a 3-night minimum stay across the race weekend
- Structuring LOS-based pricing to maximize total spend per guest
- Reserving your most desirable room types for late-booking VIPs or corporate travelers
Use pacing reports and historical data to anticipate demand curves. Remember: in the final weeks, demand isn’t just high — it’s premium-led.
5. Build Experience-First Packages
By 2025, your guests aren’t booking stays — they’re booking moments.
Use the F1 weekend as a canvas to create memorable, post-worthy packages:
Examples that work:
- Grand Prix Gourmet: Stay + Tasting Menu by your Exec Chef
- Skyline Spa & Circuit Views: Rooftop access + spa credits + cocktails
- Recovery Monday: Spa, detox brunch, and late checkout bundled post-race
These packages do more than drive RevPAR — they offer your marketing team high-visibility stories and your guests memorable experiences.
Final Thoughts: Think Like a Strategist, Not Just an Operator
The hotels that win during the Grand Prix are the ones that behave like experience architects, not just accommodation providers.
They don’t chase early sell-outs. Instead, they protect pricing integrity — and activate every available space with purpose. And most importantly, they understand that during F1, the guest is buying status, access, and exclusivity.
This year, don’t just aim for full. Aim for strategic. Because in Singapore’s fastest weekend of the year, the biggest wins are made quietly — by those who plan well in advance.
Editor’s Note:
This article, originally titled “How to Maximise Hotel Revenue During F1 Singapore: 5 Proven Tactics,” was contributed by Pierre Maréchal, Vice President of Strategic Advisory & Asset Management at JLL, with over 20 years of experience across Asia Pacific and beyond, advising hotel owners on asset performance, operator selection, and commercial strategy.
Views expressed are the author’s own. To pitch your story or share insights on hospitality, leadership, or business in Asia, contact the NIA editorial team.
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Read the Chinese article here.
