Hospitality
BEYOND THE STADIUM: HOW HOTELS CAN WIN BIG IN THE SPORTS TOURISM BOOM
By Ben Thomsett, Marketing Manager, Hudini
2025 has been a blockbuster year for global sporting events in the Middle East. From the Asia Cup cricket clashes in the UAE in September, the Qatar Grand Prix in November followed by the Abu Dhabi Grand Prix in December, the Abu Dhabi Championship golf in November with the season-ending DP World Tour Championship in Dubai the week after, to the T100 triathlon and Dubai Premier Padel P1 in November, the calendar has been full with headline events. Add to that the return of European soccer leagues after the summer, the game is on.
For hotels, this isn’t just game season. It’s a golden opportunity. Sports tourism already accounts for 10% of global tourism spending, a staggering $560 billion in 2023, and is projected to double by 2032. Fans don’t just travel to watch games; they extend trips, explore cities, dine out, and celebrate victories long after the final whistle. The real prize for hoteliers lies not only in selling rooms, but in upselling experiences that keep guests engaged before, during, and after the action.
Understanding the sports traveller
Unlike traditional leisure tourists, sports fans often plan trips around specific fixtures, but what they do off the field is just as valuable. Expedia’s latest study shows that:
- 62% of sports trips last between 2–6 days, and nearly one in five travellers stay a week or longer
- Over 50% of sports fans spend significantly on ancillaries, while cultural preferences vary: Japanese tourists lean toward sightseeing, Germans toward history, and younger travellers toward wellness and adventure
- On average, travellers spend $1,500 per trip, with nearly a quarter of that reserved for activities outside the stadium
The implication is clear: fans may come for the match, but hotels that fail to extend the experience risk losing wallet share to restaurants, bars, and online platforms.
Why upselling matters more than ever
Upselling isn’t about pushing extras, it’s about anticipating what guests already want and making it easy to say “yes.” After all, when fans fly halfway across the world for a tournament, they’re primed to spend on memorable experiences.
Consider three phases of the journey where upselling makes the difference:
- Pre-arrival
- Offer packages like “Match Night Dining Deals” or “City Sightseeing + Stadium Shuttles”
- Highlight communal match screenings for guests without tickets, complete with bundled food and drink offers
- In-stay
- Trigger real-time offers: “Celebrate the win with 20% off cocktails in the lounge”Push personalised recommendations based on guest demographics and country of origin on hotel apps
- Simplify bookings through mobile apps for spa, transport, or dining reservations
- Post-stay
- Keep the fan relationship alive with loyalty offers tied to future tournaments or repeat matches
Hotels that master these touchpoints not only capture incremental revenue but also deepen guest loyalty, converting one-time visitors into lifelong fans.
How technology brings this to life
Here’s where digital guest platforms, like ours at Hudini, change the game. By blending personalisation, real-time engagement, and seamless booking, hotels can transform upsell opportunities into frictionless experiences.
- Pre-event engagement
Imagine a fan in Dubai ahead of the India–Pakistan cricket clash. Hours before the game, they receive a push notification on the hotel App for “Match Day Brunch” at the hotel’s rooftop bar, complete with shuttle booking to the stadium. For those without tickets, the App promotes a live screening in the lounge with a Burger & Drink Combo. - Post-event opportunities
As the final whistle blows, the App nudges guests with a timely “Celebrate the win with cocktails in the lobby bar” offer. The next morning, another notification highlights a “Recovery Spa Package”, perfectly timed for fans who partied late into the night. - Personalisation at scale
The technology to drive personalisation at scale is already available. For example, Hudini’s AI-driven engine ensures offers resonate with different guest segments: food & beverage packages for groups of friends, sightseeing bundles for families and spa recovery packages for the night owls. Multilingual support ensures no fan feels left out, no matter where they’re from. - Frictionless execution
Crucially, all of this happens within a few taps. Guests can book, pay, and confirm instantly via the app, in-room tablet, or even the TV.
In short: technology ensures that upselling doesn’t feel like selling, it feels like service.
Beyond the stadium: Capturing the real goldmine
Sports tourism is no longer niche; it’s mainstream, global, and growing fast. For hoteliers, the opportunity is not simply to provide a bed for the night, but to become the hub of the fan experience.
Those who can see beyond the stadium, those who curate dining, wellness, cultural, and celebratory touchpoints around the big match will be the ones to unlock the true value of this booming market.
With smart upselling powered by digital AI-powered guest engagement platforms, hotels can score bigger than ever, not just during this sports season but for every one that follows. An omnichannel solution that unifies guest touchpoints and channels, spanning mobile, web, in-room tablets, and IPTV, lets hotels anticipate guest needs and deliver the right offers at the right moment. By staying connected pre- to post-stay, hotels that think beyond the stadium can become genuine experience hubs, turning fans into loyal brand advocates.
Hospitality
JAPANESE IDOL EXILE SHOKICHI BRINGS MEAT MANIA JAPAN TO DUBAI’S KEN BY KAMATSUDA
MEAT MANIA JAPAN, the acclaimed culinary concept produced by Japanese music superstar EXILE SHOKICHI, makes its Dubai debut on the 9th of January 2026 for a one-day-only event at KEN by Kamatsuda, located in The Dubai EDITION. Celebrating the artistry of Japanese Wagyu, the experience invites guests to savour authentic premium beef prepared by Chef Ken Kamatsuda, paired with seasonal seafood in an intimate omakase-style setting.
Originally created in Japan under the theme “The Relay of Life,” MEAT MANIA JAPAN spotlights exceptional Japanese Wagyu—its superior quality, signature marbling, and the craftsmanship of the producers behind it. While Wagyu is now enjoyed worldwide, only a select few chefs can unlock its true aroma, texture, and umami. Chef Kamatsuda is among those masters, renowned for his precise technique and deep respect for ingredients.
EXILE SHOKICHI, vocalist of EXILE and EXILE THE SECOND, is also a devoted gastronome. He produces his own branded beef, Hachimasa Beef, and operates the meat-focused restaurant Yagien Ballpark in Hokkaido. Launched in 2024, MEAT MANIA JAPAN has since expanded internationally, with Dubai marking its first Middle East appearance in January 2026.
Japanese Cultural Performances & Premium Sake
Beyond the Wagyu experience, the event features immersive Japanese culture and entertainment. Rather than a generic showcase, we are inviting carefully selected Japanese artists to deliver a fresh, contemporary Japan experience to our guests.
In addition, guests can enjoy tastings of premium Japanese sake making its Dubai debut. Together, these elements create a multi-sensory evening—flavour, sight, and sound—celebrating the spirit of modern Japan.
Hosted at KEN by Kamatsuda, MEAT MANIA JAPAN in Dubai offers a rare opportunity to experience Wagyu in its purest form—refined, authentic, and deeply flavourful—where music, food, and culture come together in perfect harmony.
Hospitality
COUQLEY CONTINUES AT PULLMAN DUBAI DOWNTOWN & EXPANDING IN UAE & THE GCC!
Couqley confirms the continuation of its French Brasserie at Pullman Dubai Downtown, Business Bay, reaffirming the strong and ongoing partnership between Couqley, Pullman, and the Accor Group. Now entering its fourth year at the hotel, the collaboration reflects a shared commitment to quality, consistency, and delivering a dining experience that resonates with both hotel guests and the wider Business Bay community.
Over more than 16 years since its founding in Lebanon and 10 years in the UAE, Couqley has established itself as a casual, affordable French dining institution. The brand’s DNA is rooted in honest cooking, accessible pricing, and a welcoming atmosphere, offering classic French food without formality, and quality without pretension. This balance has made Couqley a reliable neighborhood favorite for everyday lunches, relaxed dinners, and long-standing regulars.
“Couqley has always been about making classic French food approachable,” says Chef Alexis Couquelet, Co-Founder and Group Executive Chef.
“It’s generous, comforting food, fairly priced, in a place where people feel at ease. That philosophy has guided us from day one and remains at the heart of everything we do.”
At Pullman Dubai Downtown, the concept naturally evolved into a more upscale brasserie expression of the brand, shaped by the scale and architecture of space, while remaining true to Couqley’s bistro soul. The result is a vibrant, energetic setting that combines the warmth of the brand with a refined city-brasserie atmosphere.
Building on this strong foundation, Couqley is now preparing for its next phase of growth, with confirmed expansion plans across the UAE, including Dubai, Abu Dhabi, and Ras Al Khaimah, alongside wider GCC ambitions.
“Our focus is long-term brand building,” says Ali Daoud, Co-Founder and CEO of Couqley. “Growth matters only when it respects the identity, affordability, and guest experience that have defined Couqley for more than 16 years. We will continue to expand carefully, staying true to what makes the brand special.”
Hospitality
THE PERMIT ROOM IS HOSTING A GRAND CHRISTMAS GAME NIGHT: WIN UPTO AED 1000 AND A LUXURY STAYCATION THIS FESTIVE SEASON!
This Christmas Eve, The Permit Room is turning December 24th into the city’s most exciting festive showdown. Guests can experience a fun-fuelled game night extravaganza and stand a chance to win upto AED 1000 and a luxury staycation at a premium resort in the UAE.
What are you waiting for? Step into a vibrant, house-party-inspired celebration packed with interactive games, lively contests, and unforgettable festive vibes: perfect for Dubai’s trend-loving crowd. Guests can enjoy delicious food and drinks starting from AED 99. Time: 8PM Onwards.
The Christmas Drunch menu includes delicious tapas style veg and non-veg options with draught beer to awaken the Santa spirit in you and maybe even help you score those exciting prizes!
Looking for a New Year’s Eve that’s cozy and crafted with soulful music vibes: experience at The Permit Room!
Settle into a relaxed sofa-style dining setup at The Permit Room, bring your friends, and groove to music that perfectly matches your vibe because this year, your countdown deserves to feel effortless.
Ring in the New Year with Dubai’s Favourite Asees Arshad — as featured by Khaleej Times!
Get ready for a night of Sufi, pop, and soulful tunes as Asees Arshad takes over The Permit Room with an unforgettable live performance.
Time: 9PM to 1 AM on 31st December 2025
The New Year Menu includes a range of fusionised indulgences like Mercedes Chaat, Chola Kulcha Doughnut, Idli French Fries with Ghee Puri, Truffle Mushroom Kulcha, and classic Paneer Tikka, while non-vegetarian flavours shine through Peri Peri Chicken Tikka, Chicken Nihari Momo, Jamavri Mutton Seek, and Amritsari Fish Fry, with seafood lovers treated to perfectly grilled Tandoori Prawns. For comfort cravings, the Fateer & Pasta lineup offers Chicken Tikka Fateer, Exotic Veg Fateer, and a rich Pink Sauce Pasta.
End your feast with desserts like rich Tiramisu and warm Gulab Jamun with Ice Cream.
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