Private jets, boutique suites, barbecue coaches carry Red River Rivalry's luxury travel boom

A luxury travel boom around the Red River Rivalry is being packaged with private aviation and high-end hotel stays, targeting fans traveling to Dallas for the Oct. 10 showdown between the University of Oklahoma and the University of Texas. In July, Cirrus Aviation Services announced a partnership with Hôtel Swexan and Theos to launch “Runway to Rivalry,” a limited-availability package pairing round-trip private flights from Oklahoma City or Austin with a two-night stay at the Uptown Dallas boutique hotel. Stays run Oct. 8 to 11 with a two-night minimum and booking through Oct. 5; at least four participating guests are required, and pricing was not disclosed. The Dallas Sports Commission says the rivalry sells out more than 90,000 Cotton Bowl seats and drives about $51 million in annual economic impact, with roughly $47 million projected for the 2025 weekend. Hotel rates in July at Rosewood Mansion exceeded $760 per night, while premium Cotton Bowl seats have sold for as much as $1,245.