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
UBK AT MÖVENPICK JLT UNVEILS A MONTH-LONG LINE-UP OF SOCIAL NIGHTS, SIPS, AND SIGNATURE MOMENTS
UBK at Mövenpick Hotel Jumeirah Lakes Towers is turning up the energy with a month-long line-up of weekly themed nights designed for Dubai’s after-work crowd, weekend seekers, and everyone in between. Known for its laid-back vibe and bold personality, UBK brings together drinks, bites, games, and social experiences that give guests a reason to return throughout the month.
Ladies Night – Pour Decisions (Ladies Edition)
Tuesdays belong to the ladies. Enjoy and have fun, paired with a bite and UBK’s signature Between the Buns.
Quiz
Midweek gets competitive with UBK’s weekly quiz night. Roll up your sleeve and get ready for some fun!
P.E.T. – Pints, Eats & Tails
Sundays slow things down with a pet-friendly social where guests can bring their furry companions and unwind together over food and drinks.
Every Sunday | From 12 PM onwards
With something happening every day, UBK continues to stay true to its ethos of keeping things social, unpretentious, and full of personality. Whether it’s a quick after-work drink or a full weekend session, UBK is all set to keep the calendar booked and the glasses full.
Hospitality
MATCHA LOVERS, THIS ONE’S FOR YOU: COFFEE PLANET DROPS LIMITED-EDITION FLAVOURS

If your current obsession is anything matcha, you’ll want to get this on your radar. Homegrown UAE brand Coffee Planet is celebrating Matcha Month with the launch of three new iced drinks, and yes, they’re as good as they sound.
Say hello to Mango Matcha, Strawberry Matcha, and Pumpkin Spice Matcha, a mix of fruity, creamy, and subtly spiced flavours designed for peak Dubai sipping. Think vibrant green layers and pastel-toned iced drinks that are made for your Instagram feed.
Known for its no-fuss approach, Coffee Planet keeps it simple while always getting it right. With prices starting from AED 29 and availability across all UAE outlets, these are easy, go-to drinks whether you’re on a mid-mall stroll or ordering online.
The catch? These limited-edition drinks are only available throughout May, so consider this your sign to try them all before they’re gone.
Available at: All UAE outlets, including JVC Circle Mall, Dubai Hills (Business Park), Dubai Hills Mall, Foundry Downtown, Etihad Plaza, Fountain Views (Dubai Mall), among others, as well as online via Careem, Keeta, Deliveroo, Noon, and Talabat.
Hospitality
WATCHHOUSE DEBUTS ITS FIRST PERMANENT UAE HOUSE AT THE ARCADES AT ABU DHABI EQUESTRIAN CLUB
WatchHouse marks a significant milestone in its international growth with the opening of its first permanent UAE House at The Arcades at Abu Dhabi Equestrian Club, set to launch in June 2026.
Founded in London, WatchHouse has built a reputation for redefining modern coffee through a focus on quality, precision, and guest experience. Following its regional debut through a pop-up at Marsa Boulevard in Dubai, the brand now establishes a long-term presence in the capital, with further expansion planned across the UAE and wider GCC.
At the core of WatchHouse is its “Modern Coffee” philosophy is an approach that brings together expertly sourced coffee, thoughtful hospitality, and environments designed around how people naturally experience coffee in their daily lives. Every detail, from sourcing and roasting to service and space, is considered to create a consistent and elevated guest experience.
The Abu Dhabi House introduces WatchHouse’s structured coffee offering, designed to guide guests through different flavour experiences. Rituals form the foundation of the menu, designed for everyday moments and familiar comforts, featuring milk-based espresso drinks and carefully developed decaffeinated options that prioritise balance and sweetness without compromising on quality. Ventures invite guests to explore deeper and more expressive profiles through filter coffees and bolder brews, showcasing origin character and pronounced tasting notes for those seeking a more immersive experience. At the more exploratory end of the spectrum, Horizons present a curated selection of brighter, funkier cups, highlighting experimental methods and distinctive flavours, offered at a higher price point for guests looking to discover something unexpected.
For those drawn to rarity and provenance, WatchHouse also offers Rarities: limited-edition coffees that are produced in small quantities and often challenging to source. Selected for their exceptional quality and interesting stories, these coffees provide a deeper connection to origin, craft and innovation, offering guests the opportunity to experience coffee as a truly special moment, available only for a short time.
As its first permanent House in the UAE, the space reflects WatchHouse’s commitment to creating environments that balance refinement with approachability. Developed in collaboration with interior designer Deidra Hodgson and located at The Arcades within Abu Dhabi Equestrian Club, the new House takes cues from the site’s equestrian heritage, Spanish-influenced architecture. References to saddlery, traditional shading techniques, and stable detailing are subtly integrated, creating a space that feels tactile, grounded, and quietly refined.
Roland Horne, CEO and Founder of WatchHouse said: “As WatchHouse continues to evolve, each new House must earn its place; not just within a city, but within its story. Our Abu Dhabi Equestrian Club location marks an important milestone as our first permanent home in the UAE, a distinguished destination that embodies design, refinement, and community. These values align closely with our philosophy of Modern Coffee, which challenges the status quo to create experiences that are truly considered. This House has been thoughtfully designed to offer a space of calm and connection, reflecting the modern craftsmanship and welcoming spirit that define WatchHouse.”
Deidra Hodgson, Interior Designer said: “WatchHouse Equestrian Club draws on the venue’s heritage, blending Spanish-influenced architecture with equestrian design cues. Warm terracotta, rich tones and natural materials create a connection to the outdoors, while varied seating, including a rarities bar showcasing exceptional global coffees, is designed to bring people together and foster a sense of community within Abu Dhabi.”
The Abu Dhabi opening represents the next step in WatchHouse’s regional expansion, with additional locations planned in Dubai, Kuwait, and Qatar, as part of the brand’s ambition to grow to 500 Houses globally by 2036.
ENDS
Notes to Editors
For all media enquiries, contact QComms:
Serena Arnita, Account Executive: serena.a@qcomms.ae
WatchHouse@qcomms.ae
To follow WatchHouse, visit: www.watchhouse.com, @watchhouse , @watchhouse_ae
About WatchHouse
WatchHouse is a Modern Coffee business, founded by Roland Horne in a former 19th-century watch house on London’s Bermondsey Street. Since opening in 2014, it has grown House by House, now a global business with locations across central London, New York and the UAE. Rooted in the ethos of Modern Coffee, WatchHouse delivers an experience shaped by three pillars: exceptional product, considered design, and an elevated guest experience. From industry-leading specialty coffee to House-made food and architecturally driven spaces, every detail is crafted to move coffee and those who drink it forward.
About Abu Dhabi Equestrian Club
Set within the renowned Equestrian Club, a destination dedicated to lifestyle, culture, and community, the new House becomes part of a wider environment that brings together specialty retail, food and beverage, and curated programming. Designed as a place to return to, the space offers a warm and inviting setting where guests can experience WatchHouse’s meticulous approach to sourcing, roasting, and brewing coffee, alongside a sense of everyday ritual.
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