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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

JUNGLEBOWLS BRINGS THE ENERGY OF THE JUNGLE TO DUBAI WITH AN ALL-DAY BREAKFAST EXPERIENCE

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Inspired by the rhythm, colour and abundance of the jungle, JungleBowls welcomes guests to enjoy breakfast at any hour, with a menu filled with fresh ingredients, bold flavours and Japanese-inspired touches.

Founded by Italian restaurateur Salvatore Pisanzio, JungleBowls captures the spirit of nature and brings a fresh dining concept to Dubai. The menu celebrates vibrant bowls, comforting favourites and playful drinks, all created around flavour, freshness and balance.

Available throughout the day, the breakfast selection reflects JungleBowls’ mastery of wholesome food with personality. Guests can discover Japanese-inspired favourites including the Tamago Egg Sando, served on soft Hokkaido shokupan with creamy egg salad, Kewpie mayonnaise and a touch of sriracha, or the Jap Omelette topped with avocado, salmon gravlax and furikake for a rich umami finish.

For a more filling choice, the Halloumi Bowl combines grilled halloumi, poached egg, crispy enoki mushrooms, kale, barley and hummus. Turkish Eggs bring together poached eggs, whipped labneh, kale and aromatic miso chilli butter.

The sweeter side of breakfast comes alive through colourful creations including the Açaí Bowl topped with fresh fruit and granola, Chia Granola with coconut chia pudding and mango, and the signature Japanese Soufflé Pancakes – soft, airy and made for a little morning indulgence.

Alongside its breakfast offerings, JungleBowls serves creative beverages throughout the day. Guests can enjoy ceremonial-grade matcha, roasted hojicha, specialty coffee, fresh juices and smoothies, including favourites such as the Citrus Espresso, Mango Matcha and Blue Spirulina Smoothie,  each inspired by the colours and flavours of the natural world.

From a quick breakfast stop to a relaxed catch-up over coffee, JungleBowls invites guests to enjoy a fresh, colourful and flavour-filled escape in the heart of the city, with dishes.

Details:

  • What: Japanese-Inspired All-Day Breakfast Experience | Where: JungleBowls, Index Tower, DIFC, Dubai | When: Daily, 8:30am to 10:30pm 
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Hospitality

MARRIOTT EXECUTIVE APARTMENTS OPENS IN THE HEART OF JUMEIRAH LAKES TOWERS

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Marriott Executive Apartments, part of Marriott Bonvoy’s portfolio of over 30 extraordinary brands, announces the opening of Marriott Executive Apartments Jumeirah Lakes Towers, Dubai. Developed by Orra Hotel Apartments LLC, the new property is designed to meet the evolving needs of long-stay business and leisure guests seeking flexibility, connectivity and residential comfort in one of Dubai’s most strategic business districts.

Located within Orra The Embankment, a premium mixed-use development in Jumeirah Lakes Towers (JLT), the property enjoys a prime position between Dubai Marina and Uptown Dubai, with convenient access to Sheikh Zayed Road, Dubai Metro and major commercial districts including Jumeirah Beach Residence, Palm Jumeirah and DMCC.

“Marriott Executive Apartments Jumeirah Lakes Towers, Dubai has been designed for today’s global professionals who value space, privacy and flexibility alongside trusted service,” said Mina Hanna, General Manager of Marriott Executive Apartments Jumeirah Lakes Towers, Dubai. “Located in the heart of JLT, the property offers a strategic base for extended stays with seamless access to Dubai’s key commercial hubs.”

Marriott Executive Apartments Jumeirah Lakes Towers, Dubai offers 150 thoughtfully designed, fully furnished 1, 2 and 2-bedroom apartments, created to support productivity alongside everyday comfort. Each apartment features a premium bedding, fully equipped kitchen, washer and dryer, high speed internet, contemporary workspaces and modern entertainment, making longer stays feel effortless and well considered. Private balconies and city views further enhance the sense of space, reinforcing a genuine home away from home experience.

Guests have access to a considered mix of amenities designed to support both work and wellbeing, including an all day international dining restaurant, a fully equipped fitness centre, paddle court, outdoor swimming pool, sauna and steam facilities, a children’s play area, dedicated concierge services and meeting and conference spaces suited to executive meetings and small corporate gatherings.

The property also integrates keyless entry, high speed internet access and advanced guest room and energy management systems, supporting seamless, secure and efficient stays.

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Hospitality

FLAVOUR AND THE SOUL OF LEÑA

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Exclusive interview with Chef Dani García at Maxx Royal Bodrum

Leña by Dani García at Maxx Royal Bodrum

Conceived by acclaimed chef Dani García, Leña by Dani García, redefines the traditional grill through a gastronomic concept where fire and live embers take centre stage, transforming primal cooking techniques into a refined, cosmopolitan dining experience. The restaurant’s contemporary interiors echo its culinary philosophy, featuring warm, earthy tones and rich wood finishes that reinforce the connection to fire, while creating an inviting, stylish atmosphere. The menu strikes a confident balance between tradition and modernity, showcasing signature dishes that have become synonymous with the brand, from the iconic grilled avocado and its emblematic burger to expertly selected cuts such as aged ribeye from mature cattle. Together, they embody Leña’s unmistakable identity: a celebration of precision, flavour and a modern approach to steakhouse culture on an international stage.

Attributable to Chef Dani García:

Leña is built around fire as both technique and emotion. How would you describe the restaurant’s identity in one sentence beyond the idea of a steakhouse?

Leña is a celebration of living through fire. It’s a place where technique, emotion and sharing come together to create unforgettable moments around the table. We are much more than a steakhouse; we are a restaurant where fire becomes a language.

  • You achieved three Michelin stars and then made the rare decision to close your restaurant at its peak. What mindset drives a decision like that?

I have always believed that gastronomy is about evolution and taking risks. Closing a three-Michelin-star restaurant was not about leaving something behind but about opening new doors. I’m driven by curiosity and by the desire to keep creating experiences that connect with more people around the world.

From Smoked Room’s rapid Michelin recognition to Leña’s global expansion, what connects all your culinary chapters?

The common thread is emotion. Whether it’s a tasting menu at Smoked Room or a dinner at Leña, my goal is always the same: to move people through flavour, hospitality and storytelling. Every project has a different expression, but the soul is identical.

What makes Turkey’s Bodrum coastline a meaningful setting for Leña’s philosophy?

Bodrum has a unique energy. There is a deep connection with the sea, with nature and with the joy of gathering around a table, and that fits perfectly with Leña’s philosophy. Fire feels very natural here. The Mediterranean lifestyle, the beauty of the coastline and the relaxed sophistication of Bodrum make it an extraordinary destination for our concept.

You’ve built a career on combining traditional Spanish ingredients with global techniques. How do you know when a dish has found the perfect balance between heritage and innovation?

When innovation doesn’t hide the ingredient or the memory behind it but elevates it. A dish works when it surprises you while still feeling familiar. Respect for the product and emotion are always the final judges.

Rapid Fire Questions

What is your personal favourite cut or ingredient to cook over fire?

I love cooking red prawns over fire. It’s a delicate ingredient that completely transforms with smoke and heat while preserving its essence.

What is the most memorable dining moment you’ve experienced as a guest, not a chef?

There have been many, but the moments I remember most are those where I felt genuine hospitality and emotion. Great food is important, but the feeling a restaurant leaves with you is what stays forever.

If you could host a dream fire-cooking dinner anywhere in the world, where would it be?

On a secluded beach in the Mediterranean, with the sea in front of us and a long table shared with friends, producers and chefs from around the world.

Is there a flavour profile that you find yourself returning to repeatedly, regardless of the concept or location?

Acidity and smokiness. I love the tension between freshness and fire. It’s a combination that appears in many of my dishes in one way or another.

Leña operates within luxury hospitality environments. How important is collaboration between hotel experience and restaurant identity?

It’s essential. The guest doesn’t separate the restaurant from the hotel experience; they remember the emotion of the whole journey. In places like Bodrum, where hospitality is taken to another level, that collaboration becomes even more important and allows us to create something truly memorable.

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