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BEYOND THE STADIUM: HOW HOTELS CAN WIN BIG IN THE SPORTS TOURISM BOOM

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A professional, middle-aged man with dark hair and a beard, wearing a white collared shirt, is seated in a sunlit modern office, smiling directly at the camera.

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
    1. 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.

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Hospitality

CELEBRATE EID WITH FAMILY AT AL HALLAB – A FEAST OF LEBANESE FLAVOURS AND FESTIVE SURPRISES

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As the joyous occasion of Eid draws near, Al Hallab, the UAE’s beloved Lebanese dining destination, welcomes families to celebrate togetherness, flavour, and festivity across its Dubai branches. From Garhoud to Dubai Mall and Mall of Emirates, Al Hallab is setting the stage for a heartwarming Eid experience where every member of the family can indulge, relax, and create lasting memories.

This Eid, Al Hallab transforms into a vibrant haven for families. Children are greeted with colorful balloons, while a special surprise awaits to make their Eid extra magical. The restaurant’s spacious and inviting setting allows families to gather comfortably, celebrate, and enjoy the festive spirit together, making it the perfect destination for multi-generational gatherings.

The menu is a true celebration of authentic Lebanese flavours, bringing families together over a generous spread of classics and signature favourites. Guests can indulge in a generous spread of authentic Lebanese favourites, from freshly prepared mezze such as hummus, moutabal, and vine leaves to perfectly marinated mixed grills, shish taouk, and lamb, followed by traditional desserts including kunafa, baklava, maamoul, and more. 

Eid is a time for connection and joy, and Al Hallab provides the perfect backdrop for families to reconnect, celebrate milestones, and enjoy a memorable meal together.

Whether it’s a celebratory breakfast after Eid prayers, a leisurely lunch, or a family dinner, Al Hallab promises a feast that satisfies the senses and warms the heart.

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Hospitality

A NEW CHAPTER BEGINS AT ARTISAN BAKERS’ THE GARDEN CONCEPT

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Artisan Bakers has announced the reopening of its The Garden Concept following a complete refurbishment and expansion, marking an important evolution for the brand’s sixth outlet in Dubai. The refreshed space brings together elevated design, an enhanced menu, and a more seamless guest experience, while staying true to Artisan Bakers’ roots as a warm, neighbourhood bakery and café.

Founded more than 23 years ago and formerly known as Bakemart, Artisan Bakers is a home-grown UAE brand built on European artisanal baking traditions and a deep commitment to craftsmanship. Founded by master baker TK Khaleel, the brand is known for its 18-year-old sourdough culture, preserved in the Puratos Sourdough Library in Belgium, and its focus on handcrafted breads, pastries, and all-day café offerings made using premium ingredients. Today, Artisan Bakers operates six locations across Dubai, combining time-honoured techniques with a modern, community-led café experience.

Located on Sheikh Zayed Road in Al Quoz (Industrial Area 3), the reimagined The Garden Concept has been designed as a relaxed yet elevated space that invites guests to slow down and stay awhile. Open daily from 8 AM – 11 PM, the interiors draw inspiration from classic European café warmth, layered with natural woods, stone textures, and soft lighting. Through its collaboration with The Garden Concept, the space introduces the garden-inspired elements throughout the dining area, including lush greenery, floral accents, and koi fish features, creating a calming indoor-outdoor atmosphere.

The menu at The Garden Concept has been thoughtfully refined to match the upgraded space while remaining rooted in Artisan Bakers’ core offering. Alongside the brand’s full signature bakery range, the refreshed menu introduces upgraded savoury dishes, refreshed breakfast favourites, and a stronger focus on specialty coffee. Weekly specials will rotate exclusively at this location, while a newly introduced Business Lunch (AED 89 for 2 two-course meal and AED 103 for a three-course meal) adds to its all-day appeal.

Signature dishes at The Garden Concept include the Benedict Royale (AED 55), a refined take on the breakfast classic featuring perfectly poached eggs and rich hollandaise, and the Prawn Chilli Herb Cream with Saffron Rice (AED 68), a comforting yet elevated dish that showcases bold flavours and careful technique. Other highlights include Fish & Chips with Tartare Sauce and Artisan’s Morning Delight Toast, while bakery favourites such as the Plain Croissant, Pain au Chocolat, Pistachio Croissant, Mango Mousse Cake, and Kifaya Cake remain at the heart of the experience.

A standout feature of the outlet is the live baking counter, where guests can watch artisan breads and pastries being prepared in real time, reinforcing the brand’s commitment to transparency and craft. The space also features improved display systems for cakes and viennoiserie, a dedicated coffee station, and an enhanced grab-and-go section designed for guests on the move.

With the reopening of The Garden Concept, Artisan Bakers continues to strengthen its presence across Dubai, offering spaces designed for every part of the day, whether stopping in during a morning walk for freshly baked croissants, settling in for a relaxed lunch, or picking up artisanal breads and cakes to take home. Thoughtfully designed and rooted in craftsmanship, the refreshed The Garden Concept brings together elevated café culture and everyday comfort, reaffirming Artisan Bakers as a neighbourhood favourite where guests return time and again.

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Hospitality

BLINGWOOD LAUNCHES AS THE MIDDLE EAST’S FIRST MICRO-DRAMA OTT PLATFORM

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BlingWood launches as Middle East’s first dedicated micro-drama OTT platform, expanding access to vertical short-form series through multilingual and dubbed content for diverse audiences. The platform features original vertical micro-dramas that combine regional storytelling with global production standards, serving changing viewing habits and demand for short-form premium content, with early BlingWood Originals including titles such as Kadak Coffee, Dooriyan Hi Hai Zaroori, and Forget Me Not.

Designed for today’s digital-first audiences, BlingWood delivers sharp, snappy, and engaging narratives through a proprietary micro-drama format. Each series consists of 30 episodes, with each episode running for two minutes, creating a complete 60-minute mini-series. This structure enables immersive storytelling in digestible chapters, maintaining narrative depth and character development while aligning with modern attention spans.

BlingWood’s content offering is entirely curated and professionally produced. Unlike user-generated platforms, all programming is scripted, written, and produced by industry professionals to ensure consistent editorial and production quality. The platform features professionally produced micro-drama series available in eight or more languages through original, dubbed, and localized versions, including English, Hindi, Urdu, Arabic, Korean, and others, reinforcing its commitment to language accessibility and cross-market reach. BlingWood focuses on original micro-dramas that resonate culturally while meeting international benchmarks, with the slate spanning romance, character drama, and high-concept fiction, including titles such as Bot Ne Bana Di Jodi and The Perfumer.

Commenting on the launch, Mohammad Faizan, Founder & CEO of BlingWood, said: “With BlingWood, we are introducing a new storytelling format to the Middle East that reflects how audiences consume content today. Micro-dramas allow us to deliver powerful, emotionally engaging stories in a concise format, without compromising on quality or narrative depth. Our vision is to create a platform that champions regional voices while operating at global production standards, positioning the Middle East as a key player in the future of short-form entertainment.”

The launch comes at a time of rapid global growth for the micro-drama category, which has demonstrated strong engagement and monetization potential. Globally, the format has attracted more than 830 million viewers, with approximately 60 percent identified as paying users. Leading platforms in the space have reported significant year-on-year growth, pointing to sustained audience retention and repeat viewing behavior, with BlingWood’s Originals line-up built around this high-retention episodic model.

BlingWood has been strategically designed for rapid global expansion, with an initial focus on key markets including the UAE and India, followed by a broader international rollout. While global in ambition, the platform remains rooted in regional storytelling, offering narratives that reflect local culture while appealing to a worldwide youth audience, supported by a growing slate of BlingWood Original micro-drama series.

With its launch, BlingWood aims to redefine how premium entertainment is created and consumed in the Middle East, establishing micro-drama as a mainstream OTT format and setting a new benchmark for short-form storytelling in the region.

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