Why luxury hotels are (really) betting on tennis in 2025

Tennis is no longer confined to the courts: it now infiltrates the finest luxury hotels, including Aman. During the French Open, the phenomenon takes on a new dimension.

Novak Djokovic at Aman: much more than an image partnership

The Aman Group, famous for its 36 ultra-luxury establishments, is not in the same league. By appointing Novak Djokovic as wellness advisor, Aman has gone beyond simple product placement. The aim? To enrich its health, sport and wellness offering by drawing on the expertise of an athlete with an impressive track record(24 Grand Slam titles).

But this move is not isolated. In mid-May, Hyatt recruited Jessica Pegula, while Four Seasons organized tournaments with Venus Williams, Juan Martín del Potro and Jo-Wilfried Tsonga. A real trend is emerging: luxury hotels are looking to create exclusive sports experiences.

Tennis as a gateway to a healthy lifestyle

This strategy coincides with a growing need among high-end customers: a balanced lifestyle, connected to the body and mental performance. Tennis perfectly embodies these values. It’s no longer just a sport: it’s a social statement, anelitist symbol ofbelonging, comparable to Formula 1.

Roland-Garros: a catalyst for unique hotel experiences

The timing is not insignificant: the Aman Tennis Club collection is launched during the French Open(May 25 to June 8), an event followed worldwide and the anchor of the tenniscore phenomenon. At the same time, the Royal Monceau in Paris is offering an immersive package for tennis fans, featuring tailor-made stays and meetings with tour stars.

A perfectly calibrated strategic alignment that combines exclusivity, sport and influence.

A lasting trend?

Faced with a demanding clientele, these initiatives respond to a quest for meaning, shared values and personalization. Tennis then becomes a vector of identity, a more discreet but formidably effective status marker.

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