Racing for experience:

Hyatt opens the doors to the world behind F1

For those who love speed, the thrill of competition, and have ever wished to step inside the world of Formula 1, the news is good. World of Hyatt and the Audi Revolut F1 Team — formerly known as Sauber — have announced a partnership that brings premium travel and elite motorsport into the same orbit.

For a hospitality group of this scale, this is more than marketing. Formula 1 continues to grow year on year; its drivers have become figures of real cultural force; and its followers are seeking new, more considered ways to engage with the sport.

The collaboration opens access to exclusive events across the championship calendar, with loyalty points from the World of Hyatt programme — now counting more than 61 million members — unlocking access to experiences that rarely reach the public. On the calendar: private tours, meetings with drivers, dedicated lounge spaces, and entire weekends conceived and curated in the spirit of the Formula.

‘We are seeing guests plan longer, richer trips that extend well beyond a single race day. The Grand Prix weekend has become the centrepiece of a broader journey — one that takes in local culture, gastronomy, and the character of each destination.’ - Lori Blair, Senior Vice President of Global Marketing and Loyalty, Hyatt.

With the championship now spanning more than 30 countries, the ambition is considerable: to make each race weekend an epicentre of experience, where every detail matters — from the way a room is dressed to the personal moments that unfold well beyond the circuit.

Hyatt is not the first to see the opportunity. Hilton sponsors McLaren, Marriott backs Mercedes, and the resorts of Las Vegas — MGM and Caesars Entertainment among them — have long been woven into the infrastructure of the sport. Hyatt itself has prior form: it supported Porsche Motorsport in 2005 and the Rahal Letterman Lanigan team in IndyCar in 2016. Formula 1 is the next frontier — and by some distance the most watched one.