Capitalising on Sporting Events: A Winning Strategy for Hoteliers

It’s no secret that big sporting events are synonymous with success for the hospitality industry. Sport tourism attracts more travellers to host cities, boosts spending, and has a positive impact on the local economy.  

France experienced this during the latest Women’s World Cup in 2019, where all nine host cities achieved an impressive 90% occupancy rate. With over 1.2 million attendees and 40% foreign visitors, the event generated approximately EUR 248 million to France’s gross domestic product (GDP), greatly benefiting the hospitality sector.

This year, it’s time for Australia and New Zealand to host the Women’s World Cup. In recent years, women's sports have taken their rightful place in the sports spotlight, and it’s expected that millions of people will attend this event.  

In light of the upcoming 9th Women's World Cup – which will take place between July 20th and August 20th –, and the overall importance of sports tourism for hoteliers, we have compiled a list of major sporting events in the next twelve months. Additionally, you will find suggestions on how to capitalise on each of them.

Discover the main tournaments and events that will take place close to your property, and make the most of them!

AUGUST

US Open, Tennis, New York: Aug 28th-Sept 10th

The first event to be included in this list couldn't be any other than the US Open, which always takes place at the USTA Billie Jean King National Tennis Center, Queens, New York. 

With 128 players competing in amazing matches, this is certainly the biggest and most famous tennis event in the country. It’s so popular that over 800,000 fans come each year, making the US Open the highest-attended annual sporting event in the world. 

The tournament generates more than $750 million per year in direct economic impact to New York City.

Our recommendations

Every year, the USTA sets up a kiosk for organisations to distribute information about restaurants, cultural sites, and destinations. Consider getting in touch with the USTA and proposing collaborations with them to feature your property as the ideal accommodation for visitors.

Besides, since the event always occurs in the same place, it’s worthwhile to secure some tickets and create special packages for your guests.

And don’t forget to promote local activities and tours, allowing visitors to explore more about Queens, like the ‘Fan Week’ prior to the tournament with practice matches, performances, and other free activities. 

SEPTEMBER 

Rugby World Cup, France: September 8th-October 28th 

The tournament will be played across nine French cities (Paris, Marseille, Lyon, Lille, Bordeaux, Saint-Étienne, Nice, Nantes, Toulouse), with the final taking place in the capital. 

With 20 national teams qualified, the Rugby World Cup is expected to be a major sporting event which draws in a significant number of supporters to the Gallic country. 

An example of the Rugby World Cup’s success can be seen in the 2019 edition held in Japan, which exceeded predictions and generated $6.1 billion for the host nation.

A report also highlights that the average length of stay was 16 nights, with over 242,000 international visitors from 178 nations, and 60% of fans visiting Japan for the first time. 

Our recommendations

You can offer packages for groups of friends travelling together to watch the matches, including discounts for longer stays.

You could also consider airing the matches at the hotel, especially the semifinals and final. If that’s not possible, you can recommend the best places to watch them if your guests don’t have tickets. You’ll ensure a fantastic and unforgettable stay! 

Additionally, consider partnering with excursion companies to take tours in the different cities where the event will take place. You could even create an offering which includes transportation packages between these cities.
 

Asian Games, Hangzhou, China: September 23rd-October 8th

The 19th edition of this international competition will be held this year in China. It’s the biggest multi-sport event in Asia, attracting athletes from 45 countries every four years, with over 450 matches. 

The Asian Games will take place in 44 venues, mostly in Hangzhou city and nearby areas, including Deqing, Jinhua, Ningbo, Shaoxing, and Wenzhou. 

To better understand its impact, let’s look at the results for Jakarta (Indonesia), the last host city. A survey revealed that during the 2018 games, tourists spent $244 million, and foreign tourists stayed an average of 13 days. 

Our recommendations

These games are significant for Asian countries, so it’s worth capitalising on them. As they will be held in China, a country with an impressive culture and gastronomy, foreign travellers will expect to experience it during their stay. 

We encourage you to partner with local restaurants and tour companies to offer discounts on a complete cultural experience. Consider hosting themed dinners in your own restaurant to allow guests to enjoy Chinese culture without leaving the hotel. Also, providing big screens to watch the main events can enhance their experience.
 

Invictus Games, multi sports, Düsseldorf: Sept 9th-16th 

Founded by Prince Harry in 2014, the Invictus Games is a very special multi-sport event which embodies diversity, inclusion, resilience, and pride. It aims to inspire recovery and rehabilitation for wounded servicemen and women worldwide.

For the first time, the Games will be held in Germany, and it’s expected to be even more successful than the last edition in The Hague (The Netherlands), which attracted nearly 100,000 visitors in one week. 

Our recommendations

Take this opportunity to showcase the wonders of the German country and Düsseldorf. Highlight the city’s beauty and its best spots to immerse your guests in the national culture. 

Collaborate with local tourism boards to provide guests with information about other attractions, sightseeing tours, and cultural experiences. Offer packages that combine the sporting event with unique local activities, showcasing the city's broader offerings.

FEBRUARY    

NFL Super Bowl LVIII, Las Vegas, United States: February 11th 

The NFL Super Bowl LVIII, which will be held at Allegiant Stadium in Las Vegas in 2024, is one of the most popular and profitable sporting events of the year.

Hosting the Super Bowl is a significant opportunity for a city to gain worldwide recognition, and Las Vegas aims to further boost its already well-known status through this event.

According to a report by the NFL, the Super Bowl influences the city’s future business more than any other event or convention in the United States. For example, the economic impact of the Super Bowl in 2023 generated around $600 million in revenue for Arizona, attracting over 100,000 visitors, 80%-90% of whom were foreign travellers. 

Notably, tickets for the Super Bowl are usually expensive, with the most expensive ticket in 2023 costing $6,200. Fans willing to pay such high prices are likely to have a generous budget, making them an attractive market for luxury hotels and upscale rooms.

Positioning your property as a fantastic option for these travellers is essential, as hotel rooms during the Super Bowl weekend are sold at triple the average rate.

Our recommendations

This event is unique, so consider offering an immersive experience to your guests. For instance, why not incorporate motifs and symbols related to the Super Bowl in the hotel decor to build on the exciting atmosphere?

Furthermore, providing Super Bowl guests with discounts, vouchers, points, or rewards for future hotel stays can incentivise them to become repeat customers.

Consider hosting pre-event receptions or gatherings to connect guests who share a  passion for sports, and encourage staff to wear sports-themed uniforms or badges. 

Also, have in mind offering special discounts for longer bookings, as well as providing convenient transportation options, which will be highly appreciated.

Lastly, setting up a large screen for guests to watch the match will be crucial to offer the best experience possible. 

MAY

Monaco Grand Prix: May 24th - 26th

The FIA Formula One World Championship is undoubtedly the highest class of international racing.

The prestigious motorsport event generates millions of dollars from ticket sales, hospitality packages, sponsorship, and merchandise. 

The glamorous lifestyle associated with F1, renowned for its luxury and extravagance, makes Monaco’s Grand Prix one of the best locations to host a F1 race. Each year, many celebrities and wealthy individuals come together to indulge in a weekend of luxury. As an alternative, Singapore's F1 Grand Prix (with its ticket prices of around £1k) may appeal to affluent attendees from the APAC region, or even those just passing through. Pairing a decadent excursion like this with a night or two in a high-end hotel will certainly appeal to guests with finer taste -  if you happen to own a hotel close to an event like this, consider how to capture their attention.

Also, don't hesitate to check out our article on luxury travellers if you want to go deeper on the luxury travel segment.

Our recommendations

To capitalise on this opportunity, create exclusive packages that include accommodation, race tickets, and additional perks like access to rooftop viewing areas or after-race parties. Emphasise the luxury and excitement of experiencing the Grand Prix from your hotel.

Offer complimentary shuttle services to and from the event venue, ensuring convenient transportation for attendees. Securing VIP access to the event can also attract high-end clientele.

JUNE

UEFA Champions League Final, London: June 1st

Don’t miss out the UEFA Champions League Final, a must-attend event for every football lover. In 2024, this event will be held at the famous Wembley Stadium, a place that has hosted the match several times in the past.

Apart from its sporting importance, the final brings significant tourism and economic benefits to the host city and its surroundings, making it a highly sought-after destination. 

Our recommendations

Just like with the Super Bowl, create special packages including tickets, transportation and local tours to enhance your guests’ experience in the city and encourage their spending.

Also, set up screens at your hotel to broadcast the match while offering some drinks to create a fantastic atmosphere. 

JULY

Olympic Games, Paris: July 26th - August 11th

The Olympic Games are the ultimate sporting event. Paris will host the next edition along with other 16 cities across metropolitan France and even one in Tahiti (French Polynesia), for the Olympic surfing competition. 

After an exceptional situation during the Tokyo 2020 Games, where no spectators were allowed, the next Olympics are expected to attract thousands of visitors. This will not only benefit the well-known capital of France, but also will give smaller, lesser-known cities the opportunity to shine and showcase their charm.

Our recommendations

Since it’s one of the most international events, why don’t you bring this international atmosphere to your property? For example, you can develop sports-themed menus or offer dishes inspired by participating countries. 

Also, consider offering perks such as discounted room rates, event tickets, exclusive access to sports-related amenities, or themed merchandise.

As the games will take place in various cities, partner with excursion companies to help your guests discover the wonders of each location. 

AUGUST

Paralympic Games, Paris: August 28th - 8th September 

When the Olympic Games come to an end, the Paralympics will take over. With 549 events scheduled and including 22 sports, it will ensure high occupancy rates in France for almost one month and a half.

Our recommendations

Maintain the same strategies we suggested doing for the Olympics, as both events are similar. It will help you make the most out of this significant sporting event. 

Final Tips to Keep in Mind About Sports Tourism

As we approach the end of this article, here are some final suggestions to consider regarding sporting events. So far, we’ve covered major events - but it doesn’t stop there! Take a note of the following tips: 

• Don’t overlook low-profile or second-tier events. People not only travel to watch sports but also to participate in them, opening a huge potential for sport tourism to a wider range of destinations.
• As a hotelier, stay informed about what’s happening in your city or region. Speak to local and regional authorities, or leisure centre managers to stay updated. 
• Create accommodation and ticket packages, especially for smaller events.
• There is a great deal of interest in women's sports these days, so make sure you are aware of the events near your property and promote them through your marketing efforts.

Finally, working with Hotelbeds will ensure you reach your desired audience. If you have already registered your property with Hotelbeds, access here and keep taking advantage of our multiple benefits. 

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