California expects more than $18 billion in economic activity from major sporting events scheduled this year. Super Bowl LX weekend alone could generate about $500 million for the Bay Area economy, according to government estimates. As companies dispatch executives, deal teams, and clients to Northern California ahead of Sunday’s game, the Super Bowl has become one of the year’s most concentrated corporate travel periods.
Business travel data from Navan shows business hotel bookings around the Super Bowl surged sharply on the platform even as average nightly rates climbed to about $510, up 143% from the same period last year.
Growth That Predates the Super Bowl
Spending patterns shifted as well. Growth in team events and meals rose from 2.7% to 4.6% from Q3 to Q4, and entertaining clients reversed course, moving from a 0.8% decline to 2.7% growth. “The Super Bowl is a massive business travel event,” Molter added. “However, we’ve been tracking business travel growth for some time now.”
Higher hotel prices have not stopped companies from sending teams to the Super Bowl. Travel planners are prioritizing face-to-face meetings during a narrow window that concentrates decision-makers in one place.
“Even with local hotel rates soaring 143% YoY to over $500 per night, businesses aren’t backing down,” Molter noted. “They clearly view the Super Bowl as a high-stakes arena where being in the room is worth the premium.”
Molter described the weekend as a rare opportunity to accelerate dealmaking and partnership discussions, noting that it can “unlock relationships that would otherwise take a year to build.”
Who Is Coming — and From Where
The Bay Area setting has shifted the industry balance of work trips. Tech accounts for 40% of Super Bowl company travel on Navan’s platform, outpacing professional services and media as companies take advantage of proximity to Silicon Valley. “Given the event is taking place right in Silicon Valley’s backyard, it would make sense that the tech industry is making this into one of the most ROI-positive networking events of the year,” Molter says.
“We’re also seeing this translate into a high volume of tech companies advertising at the Super Bowl this year as the location inevitably lends itself to a tech-heavy line-up.”
International arrivals further distinguish Super Bowl weekend from a typical domestic business surge. Travelers from abroad account for 21% of Super Bowl business-related trips, a share driven in large part by artificial intelligence companies flying teams into the Bay Area.
“AI is having a big year, which is reflected in our customer base and the types of international travelers we are seeing,” Molter says. “A large share of international travel into the Bay Area — especially this weekend — is driven by AI-focused companies.”
Even though San Francisco is a compact city, hotel bookings show how company trips spread across the Bay Area during Super Bowl weekend. Sixty percent fall within San Francisco, despite the game taking place in Santa Clara. Another 10% extend into nearby Oakland, San Mateo, Fremont, and Pleasanton, so companies can place teams near offices, meeting sites, and transportation corridors across the region.