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
THE ART OF CULINARY VERSATILITY
Exclusive interview with Chef Tim Newton, Executive Chef of the Demind Group
You began your culinary journey in a small town and went on to work across some of the world’s leading gastronomic destinations. Looking back, what moments fundamentally changed the way you understood food and the craft of being a chef?
I don’t think there was one defining moment that changed how I understood food. As a young cook, you learn how to respect ingredients and bring out their best flavours. As you grow in the profession, you also learn how to create dishes that are commercially successful without compromising on taste. Now, in my forties, my focus is on respecting the product, creating something memorable for the guest, ensuring the business remains profitable and, most importantly, being original in my work.
From working alongside some of the industry’s most respected chefs to leading the culinary direction of multiple high-profile concepts, what experiences have most shaped your approach to cooking and leadership?\
My approach to both cooking and leadership has been shaped by seeing where others have failed, as well as recognising my own failures. One of the greatest tests of a chef is the ability to make a mistake, recover from it and avoid repeating it. Do I still make mistakes as a leader? Absolutely. But I make a conscious effort to acknowledge and correct them immediately.
As Executive Chef of Demind Group, how do you see your role beyond creating dishes? What is your larger vision for the teams, concepts and dining experiences you are building?
Demind Group is known for creating top-tier dining experiences, but each of its concepts has a distinct identity. At La Niña, guests experience refined Spanish and Latin American cuisine in a beautiful, romantic setting. OPA offers a complete night out, combining vibrant party energy with excellent food. Casa Myrra is positioned as an upscale-casual concept, offering the quality and attention to detail associated with La Niña and OPA, but within a more relaxed atmosphere.
With Bagatelle, OPA, La Niña and Myrra each having their own culinary personality, what is your overarching vision for the kind of dining experiences Demind Group should be known for?
I approach every brand in the same way: I study, I develop the flavour profile and then I create. It may sound simple, but the process can take months. Take OPA Dubai, our flagship concept, for example. Even today, we never allow ourselves to become complacent when developing new dishes. Around 70 per cent of the menu remains consistent, while the remaining 30 per cent is continuously evolving. We study market trends, but we also aspire to set them. I travel across Greece, discovering regional dishes and ingredients that are often overlooked, while continually searching for the finest products available. At Demind, we are always moving forward.
Each of these concepts draws from a distinct culinary culture, from French and Greek to Iberian Latino and Greek-Spanish influences. How do you approach reinterpretation without losing the authenticity that makes a cuisine recognisable?
Rapid Fire Questions:
What is the most unexpected food combination you genuinely love?
I’m a big fan of ranch dressing, so I would have to say Bolognese with a generous dollop of ranch on top. The height of gourmet dining!
What’s the one dish you would happily cook for friends at home, and what’s the one dish you absolutely refuse to make outside the professional kitchen?
Tacos, any day of the week.
What is the one kitchen rule you refuse to compromise on?
Respect one another.
A dish I would refuse to make outside the kitchen?
That’s a difficult one, because I don’t find anything too challenging. I would gladly take on any culinary challenge in my home kitchen.
Every chef has a dish they secretly think they make better than anyone else. What’s yours?
Paella—for sure!
Hospitality
BUILDING THE WORKFORCE OF TOMORROW
Eclusive interview with Ravi Jethwani, CEO, Innovations Global
As the UAE enters the second half of 2026, how would you assess the current state of the job market? What key trends are shaping recruitment today?
The UAE job market remains fundamentally resilient, although it has become more selective. Regional uncertainty created some short-term caution among employers, particularly around the middle of the year, but this has not changed the underlying attractiveness of the UAE as a business and employment hub. Recruiters are already expecting hiring activity to strengthen as companies restart recruitment plans that were temporarily paused.
Despite recent regional uncertainties, hiring activity appears to be picking up. What factors are driving this renewed recruitment momentum?
The biggest driver is the UAE’s continued economic diversification. Businesses are investing across technology, financial services, healthcare, real estate, infrastructure, energy and professional services rather than relying on a single economic engine.
Dubai’s Q1 2026 GDP grew 2.4% year-on-year, with particularly strong performances in healthcare, construction, financial services and utilities.
There is also a significant amount of investment already committed to long-term projects. As business confidence improves, organisations that delayed hiring are likely to revisit those plans.
Dubai has become one of the world’s most attractive employment destinations. What do you believe has contributed to this transformation, and why does it continue to attract global talent?
Dubai has successfully created something that goes beyond simply being a place to work—it has become a global platform for business.
Its advantages include world-class infrastructure, connectivity, a highly international business environment, a relatively business-friendly regulatory framework and access to markets across the Middle East, Africa and Asia. Importantly, Dubai has continuously reinvented itself. It has moved from being primarily associated with trade and real estate to becoming a significant centre for finance, technology, logistics, tourism, healthcare, professional services and innovation.
Which sectors are expected to lead hiring in the UAE during the second half of 2026, and what roles are currently in highest demand?
I would expect technology and AI, financial services, healthcare, energy and renweables, construction, real estate, logistics, professional services to remain among the strongest areas.
In terms of roles, demand is increasingly concentrated around AI and data professionals, technology specialists, cybersecurity, finance and investment professionals sales and business development, healthcare soecialist, engineering and specialized talent. The important point is that AI is creating demand not only for pure AI specialists, but for people who can combine AI capability with industry expertise
What advice would you give to professionals who are looking to advance their careers or secure new opportunities in the UAE?
My advice would be to be much more strategic about the job search. Don’t simply apply to hundreds of vacancies with the same CV. Understand the industry, identify companies that are expanding and tailor your profile to the requirements of those organisations. Network is also extremely important in UAE. Build relationships with recruiters, industry professionals and decision-makers rather than relying entirely job portals.
Are there any emerging workplace trends—such as flexible work, upskilling, or digital transformation—that will significantly influence the future of work in the UAE?
First is AI enabled work. AI will increasingly become part of everyday workflows rather than a separate technology function.
Second is continous upskilling. The half-life of skills is becoming shorter, so employers and employees will both have to invest in learning. Third is the evolution of flexible working. I don’t think the future will necessarily be completely remote or completely office-based. Instead, organisations will increasingly adopt hybrid models based on productivity, collaboration and the nature of the role. The UAE has an opportunity to become a leader in this new model because of its young, international and digitally sophisticated workforce.
Looking ahead, what is your outlook for the UAE job market over the next 12 months, and what opportunities do you foresee for employers and job seekers?
I am cautiously optimistic about the next 12 months. I expect recruitment to become progressively more active as businesses move beyond the uncertainty of the first half of 2026 and resume investment and expansion plans. The fundamentals remain strong: economic diversification, infrastructure investment, international capital, population growth and the UAE’s continued positioning as a global business hub.
However, I don’t expect every segment of the market to grow equally. The market will remain selective, and employers will continue to demand stronger productivity and specialised skills.
For employers, the opportunity is to access an increasingly sophisticated global talent pool. For professionals, the opportunity is to build careers in sectors that are expanding rapidly.
Ultimately, I believe the UAE job market is moving from a “jobs market” to a “skills market.” The winners over the next few years will be organisations that can attract and retain the right talent, and professionals who continuously upgrade their skills and demonstrate measurable value.
Hospitality
This August, Find Your Coastal Rhythm at The Cove Rotana Resort Ras Al Khaimah

With its winding pathways, Nubian-inspired architecture, and uninterrupted views across the Arabian Gulf, The Cove Rotana Resort Ras Al Khaimah feels worlds away from the everyday. Framed by desert hills and a 600-metre private beach, the village-style retreat invites guests to slow down, whether that means lingering over a Mediterranean brunch at Basilico, retreating to a private pool villa, stretching a midweek escape into 36 unhurried hours by the coast, or raising a glass with all-day Happy Hour at Basilico and Breeze. This August, every moment is designed to be savoured at a gentler pace, surrounded by the timeless beauty of Ras Al Khaimah’s coastline.

Coastal Brunch at Basilico
Saturdays at Basilico invite guests to settle into the weekend with the Coastal Brunch, where Mediterranean flavours, live entertainment, and relaxed waterfront dining come together in an elegant setting. The generous spread features live oyster and sushi stations, poached crab and shrimp, a mozzarella and burrata bar, Arabic mezze, freshly prepared pasta, carving stations, and an indulgent selection of desserts, all complemented by live performances from a duo band.
Guests are also invited to make a day of it with complimentary access to the resort’s pool and private beach, extending the experience beyond the table and into a leisurely afternoon by the water.
When: Every Saturday, 1pm – 4pm. | Price: AED 249 per person (soft beverages); AED 339 per person (house beverages).
Basilico Sunday Roast
Gather with family and friends for a leisurely Sunday Roast at Basilico, where Sundays at The Cove Rotana Resort are best enjoyed with a traditional roast and uninterrupted views across the Arabian Gulf. Available every Sunday from 12:00 pm to 6:00 pm, the menu features a classic roast with all the trimmings, accompanied by hearty sides, rich gravies, and a comforting dessert to finish.
Priced at AED 99 per person, it’s an inviting way to bring the weekend to a close, with good food, sea views, and the resort’s relaxed atmosphere setting the tone for an unhurried afternoon.
When: Every Sunday, noon – 6pm. | Price: AED 99 per person.
All-Day Happy Hour at Basilico and Breeze
This August, enjoy an all-day Happy Hour at two of The Cove Rotana Resort’s dining destinations, Basilico and Breeze. Available on weekdays, the offer invites guests to unwind over a long lunch, an afternoon catch-up, or sunset drinks while enjoying selected beverages at exclusive rates in two distinct waterfront settings. When: Mondays to Thursdays, all day.

Private Pool Villa Summer Special
Slow the pace of summer with a secluded stay in one of The Cove Rotana Resort Ras Al Khaimah’s Private Pool Villas, where sun-soaked days unfold in the resort’s charming village-inspired surroundings. Designed for couples, families, and solo travellers alike, the Summer Special invites guests to embrace unhurried moments, from breakfast floating in the pool to relaxed evenings spent dining under the stars.
From AED 1,199 per room, per night, the package includes a floating breakfast and floating afternoon tea served in your private villa, an à la carte dinner at Basilico, a complimentary minibar on arrival,. Guests can also enjoy an exclusive in-villa dining menu throughout their stay, with the option to elevate the evening with a private BBQ on the villa terrace for an additional charge, while children under 12 stay and dine free.
When: Valid until 30 September 2026. | Price: From AED 1,199 per room per night on a half-board basis for two adults, with complimentary stay and dining for children below 12 years of age, and complimentary minibar upon arrival. Upgrade to a two-bedroom villa for an additional AED 500 per night or upgrade to a three-bedroom villa for an additional AED 1,250 per night. Terms and conditions apply.

36-Hour Weekday Getaway
Make the most of summer with an extended coastal stay at The Cove Rotana Resort Ras Al Khaimah, where extra time means unhurried mornings, afternoons by the pool or beach, and relaxed evenings overlooking the Arabian Gulf. Available from Sunday to Thursday, the offer includes early check-in from 9:00 am and late check-out until 9:00 pm, giving guests up to 36 hours to settle into the resort’s tranquil surroundings.
Rates start from AED 355 per room, per night, including breakfast for two adults, with flexible dining options to choose from, including breakfast, half board, and full board packages. Families are warmly welcomed, with up to two children under 12 staying free. Guests booking three nights or more will also enjoy a complimentary room upgrade, subject to availability.
When: Valid Sundays to Thursdays until 30 September 2026. | Price: From AED 355 per room, per night for two adults and two children with breakfast. Terms and conditions apply.

Pool and Beach Day Pass
Sun-drenched days and uninterrupted views of the Arabian Gulf set the scene for a relaxing day out at The Cove Rotana Resort Ras Al Khaimah. Available daily from 9:00 am until sunset, the Pool and Beach Day Pass includes access to the resort’s private beach, swimming pools, and Aqua Fun Waterslide, offering everything needed for an easy-going day by the water.
The pass also includes a fully redeemable food and beverage credit, allowing guests to enjoy a leisurely lunch, refreshing drinks, or light bites at one of the resort’s restaurants before returning to the pool or beach.
When: Daily, 9am – sunset. | Price: Weekdays: AED 125 per adult; AED 62.50 per child (6 to 12 years); free for children under 6 years of age. Weekends: AED 225 per adult; AED 112.50 per child (6 to 12 years); free for children under 6 years of age. Entrance fee fully redeemable against F&B.
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