Hospitality

THE 2026 WORLD CUP IS THE MOST CONNECTED, AND MOST MEASURABLE, FAN EXPERIENCE EVER

Published

4 weeks ago

July 16, 2026

By Federico Pienvoi, CEO for MENA and APAC at Globant

With the 2026 FIFA World Cup in full swing across 16 cities in the United States, Canada, and Mexico, the tournament has marked a shift in how we experience sport, and how sport experiences us. With 48 nations competing for the first time and millions of fans flooding stadiums from Vancouver to Guadalajara, it is the most connected, most measured, most analyzed cultural event in history. Every cheer, every purchase, every swipe through a stadium app generates data points that paint an unprecedented portrait of fandom itself.

The pitch remains the same 100-meter rectangle it’s always been. Everything else? Unrecognizable. Step inside any of the tournament’s venues and you’ll encounter two stadiums occupying the same physical space. The first is the one your eyes see: 80,000 seats, manicured grass, the roar of nations colliding. The second is an invisible architecture of apps, sensors, and platforms capturing how you move, what you watch, where you linger, and what makes you reach for your wallet.

The Intelligence Layer

Since 2022, FIFA and Globant have worked side by side to transform a fragmented landscape of platforms into a connected ecosystem designed for continuity, performance, growth, and continuous innovation. Key initiatives included building the foundations of FIFA+, enabling unified fan identity through FIFA ID as the backbone of a direct-to-fan strategy, developing the Tournament App as the gateway to live event participation, and scaling global content distribution across competitions.

As the scale and complexity of FIFA’s ecosystem increased, Globant introduced AI Pods, persistent execution units where AI-driven workflows perform the work, guided and supervised by Globant experts, delivering a 20% improvement in efficiency and delivery speed, greater predictability across execution cycles, and full traceability across workflows and decisions. This model enables FIFA to move from fragmented fan interactions to a unified, direct communication channel where every fan becomes identifiable, reachable, and monetizable over time, turning fan engagement into a continuous, data-driven relationship that drives long-term growth.

For leagues, teams, and sponsors, this represents the ability to activate fan data in ways that feel valuable, turning anonymous spectators into known customers with preferences you can actually serve. In our work with LALIGA, Globant’s teams manage 900 terabytes of data across more than 400 digital assets reaching 260 million fans, a scale of operation that would be operationally and financially unfeasible without AI-augmented delivery.

Here’s where things get genuinely interesting: the same platforms transforming how fans experience matches are now reshaping how the matches themselves are played.

Ahead of the World Cup, Mauricio Pochettino, the Argentine tactician charged with resurrecting American soccer on the world stage, selected Globant’s Sportian Performance platform to support the US Men’s National Team’s tactical preparation. The platform brings match data, video, and AI-powered insight into a single workspace, giving coaching staff live, in-match intelligence rather than after-the-fact analysis.

Pochettino isn’t an early adopter taking a flyer on unproven technology. The same coaching intelligence platform is already trusted by all 42 professional clubs of LALIGA and the Belgian Pro League. When one of the most respected coaches in world football builds his in-tournament strategy around your data platform, that tells you where competitive advantage in sport is heading.

From Saudi Arabia to the World: Building Without Legacy

To understand where sports technology is heading, look to Saudi Arabia, which is hosting the AFC Asian Cup 2027 and the FIFA World Cup 2034. The Kingdom is going through a generational infrastructure build-out that offers a preview of what’s possible when you design systems from scratch rather than retrofit them onto creaking legacy architectures. Saudi Arabia’s AI market is projected to reach $16.90 billion by 2032, growing at a 34.3% compound annual growth rate, driven by Vision 2030 and sustained government investment in digital transformation.

The Saudi Pro League serves as a laboratory for what elite competition management looks like when AI is applied properly: intelligent fixture scheduling that balances hundreds of sporting and operational constraints, operational forecasting for stadiums and security, and AI-generated reporting that frees competition staff to focus on strategy rather than paperwork.

Traditional sports technology projects often require large teams, extended timelines, and unpredictable outcomes. Globant has developed a unique delivery model to address this challenge through its AI Pods, subscription-based, AI-native teams where supervised, agent-orchestrated workflows take on work that used to require large traditional project teams. These pods are delivering results up to seven times faster than conventional approaches, drawing on access to more than 140 large language models depending on the use case. Within FIFA partnerships, AI Pods delivered work 20% faster with greater predictability and full visibility into execution. The gains compound: agents execute, experts supervise, and clients receive governed outputs at scale.

So what does any of this mean for someone with tickets to a match?

It means the app on your phone will know when you arrive, guide you to your seat, surface the video highlights you actually want to see, and remember that you prefer your beer cold and your merchandise in medium. It means the sponsors surrounding you, on screens, on surfaces, in the augmented overlays you might see through your phone’s camera, will have paid for access to an audience they can actually measure.

It means the coaching staff of both teams on that pitch will have prepared using AI-powered analysis. And it means the data generated by your presence, your attention and your engagement will feed into systems that make the next tournament, and the one after that, marginally better at understanding what you want.

The 2026 World Cup is a spectacle of athletic excellence. It is also a global test of whether technology can genuinely improve how we experience the things we love. Millions of fans. Billions of data points. This World Cup, we are finding out what connected fandom really means.

Hospitality

Radisson Hotel Group and Accenture Redefine Travel Discovery on ChatGPT

Published

6 hours ago

August 11, 2026

Integrator Web-Editor

Radisson Hotel Group has collaborated with Accenture (NYSE: ACN) in launching an AI-powered hotel discovery app in ChatGPT, helping travelers move from trip intent to search, comparison and planning through natural conversation.

Available as @RadissonHotels in ChatGPT, the app enables travelers to search for Radisson Hotels properties across over 100 countries, and more than 1,000 hotels through natural conversation. Through starting a new ChatGPT conversation with @RadissonHotels at the start of the prompt, travelers can ask for advice to plan a family-friendly weekend stay in Amsterdam, or a hotel in Paris with a gym and spa near the Eiffel Tower. The app will respond with relevant Radisson Hotels properties with live inventory and rates, location context, amenities, hotel details, and interactive map-based results. When ready, travelers are directed to complete the reservation through the Radisson Hotels website.

The launch marks an important step in Radisson Hotel Group’s move toward agentic commerce: a shift from traditional, channel-based booking journeys to AI-led experiences where discovery, comparison, and decision-making happen through conversation. As travelers increasingly turn to AI to ask questions, narrow down options, and plan trips, hospitality brands need to be visible, accurate, and actionable at the moment of intent.

This shift is already underway. According to Accenture’s Consumer Pulse Research, 87% of travelers are open to collaborating with an AI-powered travel agent to find the best option, and 71% of travelers say that at least half of their spend for hotels or airlines will be influenced by AI over the next 12 months. Radisson Hotel Group is seeing the change firsthand, noting that organic and direct web traffic channels that have historically driven online bookings are giving way to new touchpoints like ChatGPT.

“AI is radically transforming how people search for and book hotel stays, and we are committed to being at the forefront of this shift,” said Gianni Di Fede, chief commercial officer, Radisson Hotel Group. “With Accenture, we are reimagining hotel discovery for the next generation of travelers—meeting guests in the planning moment with a branded experience that makes it easier to find, compare, and book Radisson Hotels properties.”

The collaboration began with Radisson Hotel Group using an MCP accelerator that is part of Accenture’s AI Merchant Center, an agentic readiness and intelligence platform. This helped structure, validate, and optimize how Radisson Hotels’ content, inventory, rate, and booking signals could be monitored for AI-led discovery. Accenture then worked with Radisson Hotel Group to design the app experience, shaping how travelers interact with it and how it works across devices. The app connects directly to Radisson Hotel Group’s existing systems, delivering real-time hotel information that helps travelers move from a broad idea to a relevant shortlist more quickly. Over time, the companies plan to expand this experience to include deeper personalization, loyalty recognition, in-chat booking, reservation management, trip modification, and AI concierge capabilities.

“Agentic commerce is fundamentally changing how people discover and choose brands. As journeys become more conversational and intent-driven, companies have to rethink how they show up — not just to be found, but to be chosen, and to deliver value in that moment,” said Ndidi Oteh, CEO of Accenture Song. “Radisson Hotel Group is taking a step in that direction, creating a more direct and meaningful way to connect with travelers when decisions are being made.”

The app is part of Radisson Hotel Group’s broader digital transformation and direct booking strategy. Accenture has supported the Group in modernizing its digital and data foundation, uniting its brands on a single global platform and enabling more personalized marketing across more than 1,000 hotels. With the Radisson Hotels app in ChatGPT extending that foundation into a new AI-native discovery channel, the Group will remain visible, relevant, and bookable as traveler behavior continues to evolve.

“With travel, planning is becoming easier for consumers, but more competitive for brands,” said Emily Weiss, senior managing director and global Travel lead, Accenture. “Travelers want to compare options quickly, narrow down choices and book with confidence, often in a single journey. That puts pressure on brands to show up with accurate, up-to-date, and easy-to-navigate information at every step. With Radisson Hotel Group, the focus was on making hotel content more accessible, so travelers can find what they need, explore options, and move to booking more seamlessly.”

This work builds on Accenture and ChatGPT’s parent company OpenAI’s broader partnership to help organizations use AI in more practical, decision-driven ways, unlocking new opportunities for growth, stronger customer connections, and more efficient operations. Accenture is an OpenAI Elite Partner and was recently named OpenAI’s AI Transformation Partner of the Year

Hospitality

JW MARRIOTT MARQUIS HOTEL DUBAI INTRODUCES A SUMMER OF WELLNESS AT SARAY SPA AND BODYBASE

Published

1 day ago

August 10, 2026

Integrator Web-Editor

This August, JW Marriott Marquis Hotel Dubai has three very different ways for guests to relax in Business Bay. The new City Wellness Retreat pairs a stay with breakfast and a spa treatment, and Saray Spa is offering its hammam ritual with special offers, while on the same floor, BodyBase keeps things energetic with reformer classes and offers designed to draw in newcomers. Add a dip in the Aqua Pool with Burj Khalifa in view, and August gives guests plenty of reason to stay a while longer.

City Wellness Retreat

For guests who want to properly switch off, JW Marriott Marquis Hotel Dubai is introducing the City Wellness Retreat this August. Designed for guests seeking a restorative urban wellness escape, the package pairs a night at the hotel with a full breakfast and a 30-minute massage at Saray Spa, so a stay in Business Bay comes with breakfast at Business Bay by Kitchen6, energy one morning and a proper spa break the next, without having to leave the property.

Details:

When: Throughout August 2026
Where: JW Marriott Marquis Hotel Dubai
Offer: Room stay with breakfast and a 30-minute massage at Saray Spa
Booking: Via WhatsApp on +971 4 414 6757

30% off Hammam Treatments at Saray Spa

Saray Spa’s Hammam Treatment is a rejuvenating ritual combining soothing steam, invigorating exfoliation and a traditional wash-down, all enhanced by the calming scents of orange and frankincense. Designed to refresh both body and mind, this has proven to be a guest favourite. Throughout August, enjoy 30% off this signature hammam experience and indulge in a moment of well-deserved self-care.

Details:

When: Daily until 31^st August 2026
Where: Saray Spa at JW Marriott Marquis Hotel Dubai
Offer: 30% off Hammam Treatments
Booking: Via WhatsApp on +971 4 414 6757

BodyBase Trio Trial

BodyBase is giving beginners an easy way into its reformer classes, no experience needed. The Trio Trial gives newcomers three classes for AED 250, with a pair of BodyBase grip socks included, a good way to try both styles before committing to a membership.

Details:

When: Daily until 31^st August 2026
Where: BodyBase at JW Marriott Marquis Hotel Dubai
Offer: Three classes for AED 250, exclusive to newcomers and inclusive of complimentary BodyBase grip socks
Booking: Via WhatsApp on +971 4 414 6757

BodyBase Reformer Class and Pool Access

New for summer, BodyBase is pairing its dynamic reformer fitness classes with access to the Aqua Pool for the ultimate wellness morning. After an invigorating session that challenges the entire body and leaves guests feeling energised, the experience continues with a relaxing poolside retreat. Guests can take a refreshing dip, lounge in the sun and admire sweeping Burj Khalifa views, turning a simple workout into a morning of fitness, recovery and indulgence. Open to members old and new, the combination costs AED 100 for the full morning.

Details:

When: Daily until 31^st August 2026
Where: BodyBase at JW Marriott Marquis Hotel Dubai
Offer: Reformer class with access to the Aqua Pool
Price: AED 100
Booking: Via WhatsApp on +971 4 414 6757

Hospitality

Common Grounds and Cymbiotika introduce Inner Bloom

Published

1 day ago

August 10, 2026

Integrator Web-Editor

Common Grounds has partnered with Cymbiotika to introduce Inner Bloom, a limited-edition smoothie designed for those looking to nourish their bodies, without compromising on flavour. Launching on 7 August and available until 30 September, the wellness-focused drink will be served at Dubai Hills Mall, Kite Beach, DIFC, JBR, and Mall of the Emirates for AED 45.

At the heart of the collaboration is the Inner Boom, a smoothie that’s as beautiful as it is beneficial. Blending sun-ripened mango, strawberry purée, Greek yoghurt, blue spirulina, and agave with Cymbiotika’s Liquid Colostrum. The Liquid Colostrum helps support gut health, immune function, healthy skin, hair and nails, making it an ideal choice for everyone seeking a more mindful approach to their daily nutrition.

Created as part of a shared mission to make everyday wellness more approachable, the collaboration brings together two brands that believe feeling good should fit seamlessly into daily life. Whether enjoyed after a workout, between meetings, or as a morning pick-me-up, this smoothie offers a simple way to add a functional boost to the day.

The partnership reflects the natural synergy between Common Grounds and Cymbiotika. Known for creating spaces where great food, specialty coffee and community come together, Common Grounds continues to evolve its wellness offering through thoughtful partnerships and guest experiences. Cymbiotika, meanwhile, has built a global following through its science-backed supplements, transparent sourcing, and commitment to empowering healthier lifestyles.

More than just a smoothie, Inner Bloom reflects a shared belief that small, intentional choices can have a positive impact on how we feel every day.

Inner Bloom | Available: 7 August – 30 September 2026
Price: AED 45 | Locations: Common Grounds Dubai Hills Mall, Kite Beach, DIFC, JBR and Mall of the Emirates