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
SUPPERCLUB LAUNCHES COMMUNITY INITIATIVE ENCOURAGING UAE RESIDENTS TO SUPPORT LOCAL RESTAURANTS

As the region continues to navigate the current climate, many residents are choosing to remain in the United Arab Emirates, where they feel safe, and to continue supporting local businesses while spending time together with friends and family.
Restaurants across the UAE have long played an important role in bringing people together, serving as spaces where communities reconnect, share stories, and celebrate culture. This is particularly true during moments of uncertainty.
In response to the recent developments, Dubai-founded premium dining and lifestyle platform SupperClub is encouraging residents to rediscover the city’s restaurants and experiences while continuing to support the hospitality venues that define the country’s social fabric. With school holidays brought forward and many international trips postponed, and Ramadan in its final days, the coming weeks present a natural moment for residents to explore the city’s dining scene while spending time together locally.
To further support both residents and restaurants, SupperClub has introduced a community-focused initiative for March, offering complimentary Diamond memberships for twelve months. SupperClub partners with leading restaurants and hospitality venues across the UAE and globally, including homegrown Dubai brands like Reif Kushiyaki and Lila Molino, as well as popular venues such as ROKA, Josette, and other acclaimed dining destinations.
SupperClub is also giving back to residents who support the UAE’s restaurant community by rewarding them for dining out more. Members who dine at three different SupperClub partner restaurants within 60 days will receive AED 300 in dining credit towards their next booking.
Those signing up for the complimentary Diamond membership can enjoy a range of benefits, including:
- Available for free when signing up in March 2026, using the promo code UNITY
- Unlimited access to privileges for 12 months
- Dedicated WhatsApp Concierge
- Unlimited Bookings, Unlimited Guests
- Seamless Bookings
Muna Mustafa, Co-Founder of SupperClub said, “Moments like these remind us how important it is to support the restaurants and hospitality teams who provide a place for us to come together to share meals, conversation, and a sense of normality. The UAE’s dining scene has always been built on community, and it’s encouraging to see residents continuing to gather and support the venues that make this country so vibrant.”
Hospitality
ME BY MELIÁ DUBAI PARTNERS WITH UAE FOOD BANK TO DONATE 100 IFTAR MEALS DURING RAMADAN

In the spirit of generosity and community that defines the Holy Month of Ramadan, ME By Meliá Dubai is proud to announce its participation in this year’s Ramadan Food Donation initiative in collaboration with the UAE Food Bank under Dubai Municipality.
As part of its commitment to responsible hospitality and meaningful community engagement, the hotel will prepare and donate 100 thoughtfully assembled food bags to support individuals and families in need. Each bag will include a freshly prepared cooked Iftar meal featuring Majboos and Raita, along with bottled water, a laban drink, whole fruit, and dates to help provide a nourishing and complete meal at sunset.
Through the UAE Food Bank, these donations will be distributed to communities, families in need, and mosques across Dubai during Iftar time, ensuring that the spirit of Ramadan reaches those who need it most.
This initiative forms part of ME By Meliá Dubai’s broader Corporate Social Responsibility efforts, reflecting the brand’s dedication to social impact, sustainability, and inclusive community support. By aligning with the UAE Food Bank’s mission to reduce food waste and redistribute surplus food responsibly, the hotel continues to champion initiatives that create lasting positive change.
In addition, the hotel’s leadership team and Heads of Department will be invited to take part in packing the food bags, fostering a culture of collaboration, inclusivity, and hands-on engagement. By involving team members directly in the preparation process, ME By Meliá Dubai aims to strengthen internal unity while reinforcing the true essence of Ramadan: compassion, generosity, and shared purpose.
Through this initiative, ME By Meliá Dubai reaffirms its commitment to serving not only its guests, but also the wider community, contributing to a more connected and caring society during the Holy Month and beyond.
Hospitality
JD MALAT GALLERY X AFRICAN QUEEN KOJO MARFO INSTALLATION LAUNCHES DURING RAMADAN AT J1 BEACH

African Queen Dubai unveils a special collaboration with JD Malat Gallery which operates in Downtown, Dubai and Mayfair, London, presenting an installation of works by Ghanaian-British artist Kojo Marfo at its J1 Beach location. Launching during the holy month of Ramadan through to summer, Marfo’s vibrant paintings enter into dialogue with the spirit of African Queen – the iconic Mediterranean restaurant founded on the French Riviera in 1969.
Installed throughout the venue, the works transform African Queen into an immersive cultural setting where gastronomy, art and atmosphere converge. From sunlit interiors to open terraces overlooking the shoreline, guests encounter contemporary African art within a space defined by Riviera elegance and cosmopolitan energy.
Born in 1980, Kojo Marfo is recognised for his distinctive AfroGenesis style – an Afrocentric “new beginning” that fuses Cubist visual language with Akan artistic traditions. His layered figurative works explore identity and spirituality, reframing African heritage through a contemporary lens. Rooted in Ghanaian artistic traditions while engaging with European modernism, Marfo’s work is expressive, symbolic and internationally resonant.
This dialogue between heritage and reinterpretation mirrors African Queen’s own story. Founded in 1969 in Beaulieu-sur-Mer, African Queen embodies Mediterranean art de vivre, where cuisine, culture and celebration unfold in an atmosphere of warmth and timeless glamour. Inspired by the 1951 film The African Queen, the venue’s layered textures and design create an environment that feels transportive yet refined.
At J1 Beach, the concept transitions seamlessly from relaxed daytime dining to vibrant evening gatherings.
Throughout Ramadan, African Queen welcomes guests for sea-view Iftar gatherings, offering a curated set menu designed for sharing. The experience begins with dates and lentil soup, followed by Arabic mezze with warm bread, lamb samosa and stuffed vine leaves. A choice of lamb, beef kebab, chicken tagine or vegetarian tagine follows, concluding with seasonal fruit. Soft drinks, coffee and tea are included per person.
The JD Malat Gallery and African Queen Kojo Marfo installation runs from February 2026 through summer 2026.
À la carte dining is available daily. Iftar is served from sunset throughout Ramadan, Iftar is served from sunset until 9:00 PM, with set menus starting from 296 AED per person, including welcome dates and apricot, sharing starters, a choice of main course, and dessert. The Suhoor menu is available throughout Ramadan from 10:30 PM until 1:30 AM, with last orders taken at 12:45 AM.
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