Hospitality - More Than Just All You Can Eat

Boxes are still popular for client invitations and networking. However, the trend is now to combine the sporting event with additional content such as keynote speeches or expert talks to further strengthen the business context. In parallel to the consistent demand from companies for boxes, the numbers of private customers for hospitality packages are also on the rise.

Regardless of whether it is a business area, an open bar area, food stations or a sports bar - the facilities must always be geared to the target groups, be versatile and correspond to the circumstances of the venues. In doing so, the stadiums and arenas take their cue from modern event venues with which they are in competition. The goal is to use the sports facilities not only for the home matches, but also for numerous other events. For this reason, the venues are continuously modernised and converted in order to be able to offer ever better multifunctionality.

Through digitalisation, many processes can be automated and made efficient, which plays a crucial role in the further development of the experience. "Without the human factor, hospitality will never work - because the product does not live from maximum efficiency and process optimisation, but from a good time. And this good time is created primarily through human contact and exchange," says Lucan. Clubs need to identify the areas where efficiency and optimisation are needed - such as ticketing or admissions. Both the digital and the human are equally indispensable in further development and do not contradict each other.

However, the marketing of hospitality experiences should definitely be made more digital. It can be observed that the average age structure of guests in hospitality areas is getting older. To address younger target groups, traditional methods such as PDFs and presentations are not enough. Instead, digital marketing must be used.

A customised experience will play a significant role in the coming years as customers increasingly demand to design their hospitality experience independently and individually. A clear line is nevertheless important. "Depending on the club, the product has to stand out from what other clubs offer - for example, through a strong brand as well as specific experiences that are only available at that particular club. Otherwise the experience becomes interchangeable," says Mario Lucan in the Stadionwelt interview.