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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
RENAISSANCE BUSINESS BAY HOTEL, DUBAI UNVEILS RAMADAN EXPERIENCES DESIGNED FOR COMFORT AND CONNECTION
Renaissance Business Bay Hotel, Dubai welcomes the holy month with a limited time collection of Ramadan stay experiences and dining offers, designed to bring greater comfort, flexibility, and value throughout the season. Whether planning a restful city stay aligned with fasting routines, gathering for a relaxed Iftar after sunset, or hosting a large corporate celebration, the hotel presents thoughtful options for every occasion during Ramadan.
Iftar Buffet at Podium
For guests gathering after sunset, Podium offers a relaxed Iftar buffet designed for easy Ramadan evenings with family, friends, or colleagues. The spread begins with traditional Ramadan staples, followed by a generous selection of mezze and fresh salads, then comforting mains featuring rice dishes, slow-cooked specialities and grilled favourites. The experience ends on a sweet note with classic Arabic desserts. To finish, guests can enjoy classic Arabic sweets. With no minimum booking requirement, it is a flexible option for both small tables and larger groups, making it suitable for spontaneous plans as well as organised meet ups. Guests can enjoy the buffet at the standard rate of AED 165 per person, with a special corporate, early bird, and promotional rate of AED 125 per person, offering added value for group bookings and weekday gatherings.
- Corporate, early bird and promotional rate: AED 125 per person
- No minimum booking requirement
Ramadan Stay Offer
Created to suit the rhythm of Ramadan, the hotel’s Ramadan Stay Offer combines thoughtful inclusions with practical timings that make each stay feel seamless from arrival to departure. Guests can choose between Iftar, breakfast, or sahur included, allowing the experience to fit individual routines and schedules. For added everyday value, the offer includes AED 50 in food and beverage credit per person, per day, redeemable at selected venues and ideal for relaxed dining moments throughout the stay. With early check in from 10:00 AM and late check out until 4:00 PM, guests are invited to slow down, rest more, and experience the holy month at a calmer pace.
- Iftar, breakfast or sahur included
- Early check in from 10:00 AM and late check out until 4:00 PM
Exclusive Ballroom Iftar
For larger Ramadan gatherings, Renaissance Business Bay Hotel, Dubai’s Ballroom Iftar offers a private, spacious setting designed for easy hosting and meaningful time together. Ideal for corporate Iftars, community events, and big family get-togethers, guests can enjoy a generous buffet in a dedicated venue that feels polished and comfortable. With room to gather, connect, and celebrate at scale, it is a considered choice for organisers looking for a seamless group experience with a clear, all in rate and minimal fuss from start to finish
- Minimum booking: 100 guests
- Suitable for: corporate Iftars and large private group bookings
Love deserves a setting as iconic as the moment itself. This Valentine’s Day, Joe’s Café Dubai creates an unforgettable Valentine experience; from golden-hour moments to the sparkle of the fountain shows, every detail unfolds effortlessly. Located in the prestigious Dubai Mall within the Fashion Avenue, the elegant Joe’s Café offers a seamless blend of Knightsbridge sophistication and modern Middle Eastern hospitality.
Overlooking the majestic Burj Khalifa and the Dubai Fountain, Joe’s Café sets the stage for an intimate celebration designed to linger in memory. Whether it’s your first Valentine together or a tradition you hold close, the experience is thoughtfully curated to bring warmth, flavour, and connection to the forefront.
Guests can indulge in exclusive Valentine’s set menus for breakfast, lunch, and dinner, complemented by thoughtful romantic touches and uninterrupted skyline views. Each Valentine’s menu is crafted to delight the senses offering signature Joe’s Café classics with a romantic twist: strawberry matcha, Joe’s Pancakes, Risotto Al Mare, La Bolognese, Wagyu Rib-Eye Steak, Golden Lobster Risotto and sweet ending- Strawberry Cheesecake or Joe’s Dubai Chocolate.
The experience is elevated further with complimentary Valentine’s gestures including non-alcoholic champagne and table set up with flowers and little surprises, because romance is found in the details.
Date: Valentine’s experience is available from 13th to 15th February, 2026
Time: From 09:00 AM to 12:00AM. Advance booking required to enjoy a complimentary non-alcoholic champagne and decorated table set-up just for you.
Location: Joe’s Café Dubai, Fashion Avenue, First Floor, Dubai Mall, Downtown Dubai
Whether it’s a sun-kissed breakfast, a leisurely afternoon lunch, or an enchanting candlelit dinner, Joe’s Café offers a Valentine’s experience where romance flows as seamlessly as the fountain below.
Born on Sloane Street, London in the early 1980s, Joe’s Café brings its iconic fashion-heritage charm to Fashion Avenue at The Dubai Mall, offering relaxed luxury dining with unrivalled views of Dubai’s most celebrated landmarks.
Hospitality
CELEBRATE LOVE WITH A BESPOKE EXPERIENCE AT INTERCONTINENTAL RESIDENCES DUBAI BUSINESS BAY
InterContinental Residences Dubai Business Bay invites couples to an intimate celebration overlooking the Dubai Canal and the iconic city skyline this Valentine’s Day. Priced at AED 3,500 per couple, the Valentine’s package includes a one-night stay in a One-Bedroom Residence Burj Khalifa and Dubai Canal View, and breakfast.
The offer also comprises a romantic three-course set menu prepared exclusively for the occasion, accompanied by a bottle of prosecco to toast the evening. The dinner begins with a choice of starters including Salmon Carpaccio, Heirloom Tomato and Burrata, or Clam Chowder. For the main course, couples will indulge in a Surf and Turf of Tomahawk and Grilled Prawns, followed by a decadent dessert of Chocolate Fondue and Molten Chocolate Cake.
Designed for those seeking privacy and distinction, the hotel’s Valentine’s offer focuses on curated moments away from the crowds. Couples can enjoy a bespoke dinner served on a private balcony, providing a front-row seat to the Burj Khalifa and picturesque Dubai Canal.
By combining high-end service with intimate setting, InterContinental Residences Dubai Business Bay offers a premium romantic escape without the typical bustle of the city dining. This year’s packages are crafted to provide a memorable experience, ensuring every detail, from the view to the menu, feels personal and exclusive.
The Details
- What: Valentine’s Day Escape at InterContinental Residences Dubai Business Bay
- When: 13th to 15th February
- Inclusions: One-night stay for two in a One Bedroom Residence Burj Khalifa and Dubai Canal View, inclusive of breakfast, three-course set menu and a bottle of prosecco
BREAK YOUR FAST WITH MEDITERRANEAN FLAVOURS AT CUISINES, HOLIDAY INN DUBAI AL MAKTOUM AIRPORT
RENAISSANCE BUSINESS BAY HOTEL, DUBAI UNVEILS RAMADAN EXPERIENCES DESIGNED FOR COMFORT AND CONNECTION
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