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
Roasters Introduces a Limited-Edition PINKtober Special in Partnership with Al Jalila Foundation

A coffee run can be more than just part of the daily routine. This October, Roasters Specialty Coffee House is giving its guests a way to make their everyday coffee count with the launch of its limited-edition PINKtober Special, with 50% of the proceeds from every drink sold donated to Al Jalila Foundation to support breast cancer patients undergoing treatment.
Available across Roasters branches in the UAE until 31 October, the initiative brings breast cancer awareness into a familiar, everyday setting, turning a simple coffee stop into an opportunity to give back. With every Pinktober Special purchased, guests can contribute to a cause that affects millions of people and families, while helping support those navigating the challenges of treatment.


Created exclusively for the campaign, the Pinktober Special brings together pink matcha, beetroot powder, steamed milk and espresso for a distinctive blend inspired by the signature colour of breast cancer awareness. Beyond its striking pink hue, the drink carries a meaningful purpose, giving guests a small but tangible way to show their support through something they already enjoy.
“At Roasters, we believe that even the smallest gestures can make a difference when people come together for something that matters. PINKtober gives us an opportunity to use something our community enjoys every day to support people going through an incredibly challenging time. We hope every Pinktober Special serves as a reminder that behind this campaign are real people and families who deserve support, care and access to treatment,” said Elza Shirkova, Co-founder & Managing Director at Roasters Specialty Coffee House.
Breast cancer remains the most commonly diagnosed cancer among women worldwide, underscoring the importance of awareness, early detection and access to treatment. Through this initiative, Roasters is partnering with Al Jalila Foundation, a philanthropic organisation dedicated to transforming lives through medical education and research, to help support breast cancer patients undergoing treatment.
Whether picked up on the way to work, enjoyed during a midday break or shared over a catch-up with friends, the Pinktober Special offers a simple way to make an everyday moment more meaningful. Available for a limited time throughout October, the campaign invites the Roasters community to come together for a cause that deserves continued attention and support.
Official fundraising permit number: PRHCE-005939271
PINKtober at RoastersPINKtober at Roasters
- What: Pinktober Special | When: 1–31 October 2026 | Where: Roasters Specialty Coffee House branches across the UAE | Contribution: 50% of proceeds from every Pinktober Special sold will be donated to Al Jalila Foundation to support breast cancer patients undergoing treatment. | Fundraising permit: PRHCE-005939271
Hospitality
Crowne Plaza Dubai Jumeirah Sets the Scene for a Season of Festive Celebrations


The festive season is set to take centre stage at Crowne Plaza Dubai Jumeirah, with a line-up of celebrations designed to bring families and friends together throughout December and into the New Year.
From the moment the Christmas tree lights up in the hotel lobby on 8 December, the hotel will welcome guests into the festive spirit with a programme spanning gingerbread-making afternoons for little ones, indulgent Christmas Eve and Christmas Day dining, a traditional turkey takeaway for celebrations at home, and two distinct New Year’s Eve experiences culminating in views of Dubai’s spectacular fireworks from the rooftop.
A Festive Welcome

The season begins on 8 December 2026 with the hotel’s complimentary Christmas Tree Lighting, taking place from 7pm to 9pm in the lobby. Families are invited to gather for an evening of music, sparkle and festive entertainment as the magnificent Christmas tree is illuminated, officially marking the start of the celebrations at Crowne Plaza Dubai Jumeirah.
For younger guests, the magic continues with Gingerbread House Making on 11, 13, 18 and 20 December. From 4pm to 7pm, children can create their own festive masterpieces with guidance from the hotel’s chef, alongside lively entertainment, festive cheer and a special kids’ buffet at Cuisines Restaurant. The experience is priced at AED 79 per child.
Christmas Feasts for Every Table

For those celebrating at home, the hotel’s Turkey Takeaway brings a traditional Christmas feast to the dining table. The whole roasted turkey, weighing between 5 and 7kg, comes accompanied by festive favourites including buttery mashed potatoes, honey-glazed carrots, Brussels sprouts with chestnuts, homemade sausages in blankets, braised red cabbage, traditional stuffing, cranberry sauce and giblet gravy.
Priced at AED 430, the turkey must be ordered at least 72 hours in advance. As an added festive treat, every turkey purchase comes with a complimentary 1kg Yule Log Cake.
On Christmas Eve, guests can choose between two culinary celebrations. At Cuisines Restaurant, a lavish Christmas Eve Dinner from 7pm to 11pm will bring together roast turkey, a seafood bar, fresh sushi and an array of festive dishes, with a special visit from Santa adding to the family-friendly atmosphere. Packages start from AED 299 for adults with unlimited soft beverages, while children under six dine free and children aged six to 12 receive 50% off.

Meanwhile, Ginger Restaurant will transport guests to Southeast Asia with its Christmas Eve Thai Market, featuring sushi and sashimi, seafood platters, Tom Yam and Pad Thai stations, hearty soups, sizzling grills, aromatic curries and festive desserts, alongside live culinary stations. Prices start at AED 299 with unlimited soft beverages and AED 399 with unlimited house beverages. For reservations, call or WhatsApp +971 50 109 0314
Christmas Day continues with two dining experiences. The Fisherman’s Market at Ginger Restaurant, taking place from 7:30pm to 10:30pm, will serve up sushi, sashimi, fresh salads, live Tom Som and Pad Thai stations, soups, grills, curries and festive desserts.

Earlier in the day, Christmas Day Brunch at Cuisines Restaurant will bring together Pan-Asian, Middle Eastern, Western and Indian specialties, alongside fresh seafood, sushi and interactive live cooking stations. Taking place from 1pm to 4pm, the brunch is priced at AED 299 with unlimited soft drinks or AED 399 with unlimited house beverages, with children under six dining free and those aged six to 12 receiving 50% off.
Ring in 2027

As December draws to a close, Crowne Plaza Dubai Jumeirah will continue the celebrations with two New Year’s Eve experiences.
The hotel’s New Year’s Eve Gala will take place from 7pm to 2am, combining an opulent gala dinner buffet with global flavours, live cooking stations and Cuban live music. As midnight approaches, guests can head to the rooftop to take in panoramic views of Dubai’s dazzling fireworks as the new year begins. Packages start from AED 299 with unlimited soft drinks and AED 399 with unlimited house beverages, with children under six dining free and those aged six to 12 receiving 50% off.
Over at The Docks, the New Year’s Eve Celebration offers a more energetic way to welcome 2027, with Cuban beats, house beverages and a signature platter. Guests can choose between the terrace and pub while enjoying an evening of music and festive atmosphere. The experience is priced at AED 399 per adult and runs from 11am on 31 December until 1am on 1 January.
The celebrations continue into the first day of 2027 with the New Year’s Day Brunch at Cuisines Restaurant. From 1pm to 4pm, guests can ease into the new year with global flavours prepared across interactive live cooking stations, alongside family and friends. Packages start from AED 299 with unlimited soft drinks or AED 399 with unlimited house beverages, with children under six dining free and those aged six to 12 receiving 50% off.
With festive traditions, family-friendly experiences, international dining and celebrations that stretch from the first Christmas lights to the first brunch of 2027, Crowne Plaza Dubai Jumeirah is making the festive season an invitation to gather, celebrate and create memories together.
Hospitality
GCC-wide popular Syrian-Levantine Restaurant Naranj Cafe Enters Dubai


Love Levantine food? Dubai residents are in for a pleasant surprise, as Naranj Café, a Syrian-Levantine restaurant already popular across Syria, Lebanon, Iraq, Kuwait and Saudi Arabia, is now open in Dubai.
Khamas Hospitality, an established hospitality group in the GCC & worldwide, has brought Naranj Café to DoubleTree by Hilton Dubai Al Jadaf, introducing traditional Syrian Levantine cuisine in a contemporary ambience designed to welcome everyone in Dubai.
Every home has a story, told through the aromas of the kitchen, treasured family recipes, and meals lovingly prepared and shared around the table. Likewise, Naranj is inspired by the roots of Syrian cuisine and the timeless tradition of home cooking bringing together comforting dishes, familiar flavours, and recipes passed down through generations. Each plate reflects the warmth of homemade food, where simple ingredients, traditional cooking, and a love for sharing create something truly special.The philosophy is simple: clean ingredients, traditional recipes and authentic flavours, with dishes designed to be enjoyed, remembered and shared.
The name Naranj comes from the bitter orange tree and its fragrant blossoms, drawing inspiration from the citrusy aromas and rich food traditions of the Levant. The Dubai restaurant brings that Syrian heritage into a contemporary setting, with plenty of space for relaxed dining and socialising.


Spread across 385 sq m, the restaurant is located at DoubleTree by Hilton Dubai Al Jadaf, conveniently close to the nearby metro station, and can seat 170 guests, with 100 seats indoors and 70 outdoors. The space is warm and inviting, with arched details, patterned screens, warm wood, earthy tones and statement lighting giving the interiors a distinctly Levantine feel without making the space feel overly traditional.
Inside, there is a dedicated family dining area as well as a separate bar serving alcoholic drinks. The restaurant also features a live kitchen and grill, with freshly baked bread coming straight from the oven, filling the space with tempting aromas as soon as guests walk in.
Outside, the terrace offers a more relaxed setting for dining, drinks and shisha, making it a spot to settle in for a longer evening. The restaurant has been designed across distinct lounge, dining, bar and outdoor areas, combining Syrian Levantine flavours with an inviting contemporary Dubai dining experience.
The menu at Naranj brings together signature mezze, charcoal-grilled meats, slow-cooked specialities, unique desserts and beverages, while staying true to traditional Syrian cooking techniques.
You may find similar dishes across Dubai, but what sets Naranj apart is its focus on preserving the authentic flavours and traditional methods behind each dish. Rather than adapting traditional recipes to suit modern cooking methods, Naranj stays closely aligned with the techniques used in Syrian cuisine.
This consistency is an important part of Naranj’s growth story. Every new outlet follows the same approach, with the local team undergoing months of training to ensure that the dishes served at each location deliver the same authentic flavours and quality that guests have come to expect from Naranj.
The menu takes diners on a journey through the flavours of Syria, bringing together time-honoured recipes, charcoal-grilled specialities and contemporary interpretations of regional favourites. Highlights include Kebbeh Labanieh, delicate kibbeh simmered in a rich laban sauce; Borghol Be Dfin, a comforting preparation of red bulgur cooked with olive oil and lamb shank; and Vine Leaves with Lamb Chops, pairing tender stuffed vine leaves with succulent grilled lamb. Fatteh Mousakhan offers a Syrian take on the beloved Levantine dish, layering toasted bread, chicken, sumac and onions with tahini, while Kebab Khashkhash and Kebab Eggplant showcase the restaurant’s charcoal-grilled specialities. For a feast designed to share, the Naranj Mix Grill Daffat brings together a selection of grilled meats.
Desserts continue the Syrian-inspired journey, with Arabic Ice Cream with Ghazal Al Banat, Baklava Cheesecake, Dates Cake and Kunafa Cannoli Rolls offering a modern finish to traditional flavours. Among the highlights is the Syrian Debes & Tahini Ice Cream, made in-house from scratch to preserve its authentic flavours.
There is also a dedicated kids’ menu, while the drinks selection includes coffee, signature cocktails and a range of signature milkshakes. Standouts include the Cheesecake Shake, Baklava Shake and Barazek Shake, adding a playful twist to familiar Middle Eastern flavours..
Pratik Kachroo, Executive Director, Khamas Hospitality, said:
“Naranj is a very unique culinary experience, and bringing it to Dubai is a milestone we are truly proud of. It has a beautiful way of bringing people together through its flavours, traditions and warmth, and we wanted to create a space that captures this spirit while offering a memorable dining experience. It gives us immense pride to see Khamas Hospitality expand into the F&B space, build a portfolio of unique concepts that offer something distinctive to the city for the people. With Naranj, we hope to share a little piece of culture and hospitality with Dubai, creating a place where people come together over good food, meaningful conversations and lasting memories.
Samir Avasthi, General Manager, DoubleTree by Hilton Dubai Al Jadaf, said:
“We are delighted to welcome Naranj Café to DoubleTree by Hilton Dubai Al Jadaf and to introduce our guests and the wider Dubai community to its distinctive Syrian Levantine dining experience. Naranj brings together authentic flavours, warm hospitality and a beautifully designed space that adds a new dimension to our dining offering. We look forward to welcoming families, friends and visitors to experience the cuisine, ambiance, and hospitality that makes Naranj a special addition to Al Jadaf.”
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