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
RIVA BEACH CLUB WELCOMES FAMILIES FOR A FUN-FILLED EASTER BY THE BEACH

Riva Beach Club invites families to celebrate Easter Sunday with a relaxed, seaside experience designed especially for little ones. Taking place on 5 April 2026, Easter by the Beach brings together sunshine, playful activities, and easygoing dining, creating the perfect setting for a memorable day out with the family.
Set along the shores of Palm Jumeirah, the experience offers children a full day of beach and pool access, fully redeemable on food and beverages, along with a breakfast service running from 9:00 AM to 2:00 PM and a dedicated kids’ menu available throughout the day. Designed to keep young guests engaged and entertained, the afternoon unfolds with a series of fun-filled activities from 1:00 PM to 4:00 PM.
From decorating hot cross buns to hands-on arts and crafts, the day is packed with interactive moments, alongside a bouncy castle, a cosy movie marathon, and a classic Easter egg hunt taking place at 4:00 PM. With something happening at every turn, Riva creates a lively yet laid-back environment where families can spend quality time together by the beach.
Known for its welcoming atmosphere and relaxed beachfront setting, Riva Beach Club continues to be a go-to destination for family-friendly experiences in Dubai. This Easter, it offers a thoughtful mix of entertainment, dining, and seaside charm, making it an easy choice for a day out with the little ones.
- Event Details:
- Easter by the BeachDate: Sunday, 5 April 2026
- Inclusions:
- Beach & Pool Access (fully redeemable on F&B)
- Breakfast from 9:00 AM to 2:00 PM
- All-day kids menu
- Activities (1:00 PM – 4:00 PM):
- Hot Cross Bun Decorating | Arts & Crafts | Bouncy Castle | Movie Marathon
- Easter Egg Hunt at 4:00 PM
- Additional Information:
- Kids aged 6 years & below – Complimentary access
- Pet-friendly venue
- Free parking available
- Location: Shoreline East 7 & 8
Hospitality
“HOSPITABLE” LEADERSHIP STARTS WITH EMPATH
Because service quality can never rise above the culture behind it


By Nives Deininger, Cluster Director of Sales, STORY Seychelles and Fisherman’s Cove Resort
Hospitality has always been a people business. We talk a great deal about guest expectations, service standards and commercial performance – and rightly so.
But behind all of that sits something more fundamental: how people are led. In my experience, empathetic leadership is not a soft extra or a nice-to-have. It’s a practical, commercially relevant way of building stronger teams, more resilient cultures and better guest experiences.
In hospitality, business value is created every day through human interactions. We see motivated employees who feel supported approaching guests differently from those who feel overlooked or undervalued. And when leaders take time to understand their teams, listen to concerns and respond with honesty, it creates an environment where people are more engaged in their work and more confident in how they deliver it.
That clearly has a direct impact on service quality, team stability and, ultimately, revenue.


Proactive, thoughtful and personal
This is especially important in a luxury environment, where the guest experience depends on authenticity as much as efficiency. Five-star hospitality is not only about polished processes. It’s as much about the proactive, thoughtful and personal touches that guests remember. And those moments are much easier to create when employees feel respected and trusted. Empathy, in that sense, is not separate from performance, it supports it.
It also shapes the way departments work together. In hotels and resorts, no team operates in isolation. Sales, revenue and operations need to be aligned if the business is to grow without compromising the guest experience. Empathetic leadership encourages stronger communication and collaboration across those functions.
It helps people understand one another’s pressures, priorities and constraints, which leads to better decisions and more joined-up strategies. Over time, that strengthens not only internal trust but also guest loyalty, client relationships and repeat business.
Connecting with your teams
In high-pressure hospitality environments, empathy is even more important. The pace can be intense, and performance expectation remains high across seasons, segments and business cycles.
As a Director of Sales, I believe leadership in this setting means more than setting targets or leading by example. It means connecting with the team as individuals, understanding that each person brings different circumstances, strengths and pressures to work, and finding ways to bring out the best in them, while making sure they feel valued.
My team in Seychelles includes Seychellois women who are strong-willed, highly capable and well used to working under pressure. That strength is an asset, but it still needs the right environment around it. People perform best when they know they are appreciated, when expectations are clear, and when challenges can be discussed openly rather than hidden. Honesty and transparency matter here. They build trust, and trust allows teams to keep performing even when conditions are demanding.
This is a good reason why the conversation around women in hospitality leadership is so important. The industry is making progress, but there is still more to do if we want to see more women move from operational and administrative roles into executive leadership positions.
One of the biggest needs is for clearer leadership pathways and stronger mentorship earlier in women’s careers. Many talented women are already in the industry, but too often they are not given the visibility, support or structured development needed to progress with confidence.
Outcomes, strength and flexibility
There is also a broader cultural issue to address. Senior roles in hospitality have traditionally been designed around long, inflexible hours and a strong emphasis on physical presence.
That model can make progression harder for women, particularly at different stages of life. The industry needs to become more thoughtful about how leadership is measured and supported. A greater focus on outcomes, collaboration and the strength of leadership teams, rather than simply time spent on site, would help retain and promote more talented women across the sector.
This is not only about fairness, it’s as much about what kind of leadership the industry needs for the future. Hospitality is evolving, with guests increasingly expecting personalised service, emotional intelligence and experiences that feel genuine, rather than scripted.
At the same time, employees are placing greater value on wellbeing, inclusion and workplace culture. We know empathetic leadership is well suited to both these shifts, because it keeps people at the centre of the business.
Looking ahead, I believe empathy will play an even greater role in shaping hospitality, from employee wellbeing to guest experience and the way hotels build workplace culture. When leaders understand the needs, motivations and pressures of their teams, they are better placed to sustain the service levels that premium hospitality requires.
Employees who feel heard and supported are far more likely to create the authentic and personalised moments that today’s guests increasingly value.
Focus on wellbeing
Internally, we will continue to see hospitality workplaces place more emphasis on wellbeing, flexibility and inclusive culture. Hotels and resorts that do this well will be in a stronger position to attract and retain talented people. That matters, because service quality can never rise above the culture behind it. In a competitive market, a supportive workplace is not separate from brand reputation. It helps protect it.
Empathy is sometimes spoken about as though it sits outside hard business reality. I would argue the opposite.
In hospitality, where people shape every outcome, empathetic leadership is an integral part of the operating model. It creates better environments for employees to bring their best, helps teams navigate pressure with honesty and transparency, and supports the kind of service that builds long-term value.
Hospitality
HOP INTO EASTER AT MCGETTIGAN’S WITH FAMILY ROASTS, EGG HUNTS AND CLASSIC SUNDAY FAVOURITES


This Easter, McGettigan’s is bringing together hearty roasts, family-friendly activities, and laid-back celebrations across its venues in Dubai. From lively family days with quizzes and egg hunts to traditional Sunday roasts for a relaxed gathering, there is something for everyone this Easter Sunday.
Easter Family Roast & Quiz at McGettigan’s Ibn Battuta Gate
Expect a lively Easter Sunday packed with family-friendly entertainment, including a quiz and activities for all ages, alongside McGettigan’s signature roast. Younger guests can also enjoy an Easter egg hunt, adding to the festive atmosphere and making it a perfect day out for families.
- Who – Families and groups
- What – Easter Sunday Roast with family quiz, entertainment, and egg hunt
- Where – McGettigan’s Ibn Battuta Gate
Easter Sunday Roast with Egg Hunt at Souk Madinat Jumeirah and Expo City
For a more relaxed Easter celebration, McGettigan’s at Souk Madinat Jumeirah and Expo City will host a laid-back family roast with a light touch of festive fun, including an Easter egg hunt for younger guests. Ideal for those looking to enjoy quality time with family in a more casual setting.
- Who – Families and casual diners
- What – Easter Sunday Roast with egg hunt
- Where – McGettigan’s Souk Madinat Jumeirah and McGettigan’s Expo City
Traditional Easter Roast at McGettigan’s JLT and DWTC
For those who prefer to keep it classic, McGettigan’s JLT and DWTC will be serving up their traditional Easter Sunday roast, complete with all the hearty favourites and signature dishes the brand is known for. A perfect option for a relaxed gathering with friends or family.
- Who – Friends, couples, and groups
- What – Traditional Easter Sunday Roast
- Where – McGettigan’s JLT and McGettigan’s DWTC
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