The rise of stadium hotels: how UK venues are redefining hospitality
As stadiums evolve into multi-purpose destinations, hoteliers must adapt to new opportunities and challenges. With the rise of integrated stadium hotels, industry leaders are redefining guest experiences, enhancing revenue streams, and embracing sustainability. Hotel Owner spoke to the experts behind some of the UK’s most innovative stadium hotel projects to explore what this growing trend means for the hospitality sector, how they are balancing sports and accommodation, and what the future holds
The intersection of sports and hospitality is evolving, with UK stadiums increasingly integrating hotels into their developments. From Twickenham’s rebranded Radisson RED to the forthcoming Radisson hotel at Oxford United’s all-electric stadium, these projects are redefining the guest experience while creating lucrative revenue streams for both clubs and hoteliers.
In recent years, stadium hotels have become an emerging trend, offering fans, business travellers, and event attendees an unparalleled experience. The aim is to transform stadiums into multi-purpose venues that generate revenue beyond matchdays.
At Coventry Building Society Arena, the DoubleTree by Hilton is undergoing a major refurbishment to enhance its guest offering. Rajendra Balsaraf, general manager at DoubleTree by Hilton at Coventry Building Society Arena, explains: “We are carrying out a multi-million pound refurbishment throughout the hotel, enhancing the facilities and uplifting the product to provide even more memorable experiences for our guests. This work will include the renovation of all 121 bedrooms, a new lobby, restaurant, and introduction of new technologies into the room.”
The significance of a stadium hotel goes beyond convenience. It presents a strategic advantage by capturing a diverse range of guests, from matchday crowds to corporate visitors. Paul Michael, managing director at CBS Arena, highlights the unique proposition of running a hotel within a stadium: “It’s about creating a space that works harmoniously with the wider venue. A stadium hotel has to adapt to different demands, from hosting travelling teams and VIPs to providing a comfortable space for non-sporting guests who may not be here for an event at all.”
Enhancing the fan and guest experience
For many, the idea of staying in a hotel that overlooks the pitch or offers exclusive access to stadium events is a major draw. For instance, at Oxford United’s new stadium, the upcoming Radisson-branded hotel will feature more than half of its 180 rooms overlooking the pitch. Adela Cristea, vice president, business development UK, Ireland and Nordics at Radisson Hotel Group, stated: “The Radisson brand is the perfect choice for a project focused on sustainable living, and we look forward to enhancing the guest experience for visitors to the stadium.”
Creating such an experience requires more than just proximity to the stadium. A well-balanced mix of amenities is essential. Balsaraf outlines how his team tailors services to suit various guest demographics. “We ensure every guest enjoys the premium experience expected from the DoubleTree by Hilton brand, regardless of whether they are football fans, business travellers, or event attendees,” he says. “Our team is highly trained to anticipate and cater to diverse guest needs, offering personalised service and expert guidance at all times.”
Beyond accommodation, stadium hotels are elevating their offerings with innovative experiences. Many stadium hotels now provide tailored packages for matchday experiences, VIP seating access, and behind-the-scenes stadium tours to attract fans seeking an immersive stay. Corporate clients, on the other hand, benefit from integrated conference and meeting spaces, allowing them to conduct business in an exciting sports setting. The blend of leisure and professional services positions stadium hotels as key players in the evolving hospitality landscape.
The operational challenges of stadium hotels
Operating within a stadium comes with distinct challenges. Unlike traditional hotels, stadium-based accommodations must navigate fluctuating demand patterns, requiring dynamic pricing and flexible staffing. Balsaraf notes: “Managing a hotel within a stadium comes with distinct challenges compared to a standalone property. Occupancy and guest flow are heavily influenced by stadium events, leading to unpredictable demand spikes that require flexible staffing, room availability and service adjustments.”
Matchdays, in particular, demand significant operational agility. The DoubleTree by Hilton at Coventry Building Society Arena converts its pitch-view rooms into hospitality suites, an initiative requiring close coordination with stadium operations. As Balsaraf explains: “A key aspect of this transformation is converting our pitch-view bedrooms into exclusive hospitality suites, which demands close collaboration with the stadium’s hospitality team to ensure a swift and efficient turnaround.”
This ability to quickly repurpose hotel space is becoming a key differentiator for stadium hotels. By leveraging innovative technology and logistical efficiency, hotels can seamlessly transition from standard accommodations to high-end event spaces within hours, making them highly adaptable to different types of visitors.
Beyond accommodation, food and beverage services play a crucial role in stadium hotels. Michael emphasises the importance of catering offerings in creating a holistic experience: “Guests want more than just a place to stay; they want high-quality food and drink experiences that fit seamlessly into their visit, whether they’re here for a game, a concert, or a business event.”
The rise of stadium hotels has also led to new trends in dining, such as pre-game gourmet experiences and post-match dining specials that cater to different crowds. Hotels within stadiums are embracing local cuisine influences and high-end beverage programs to enhance their overall offering.
In addition, sustainability is becoming an increasingly critical component of stadium hotel developments. The Radisson hotel at Oxford United’s new stadium will be part of the UK’s first all-electric stadium, using solar panels and low-carbon energy sources.
Other venues are also making eco-conscious investments. Balsaraf outlines the sustainability initiatives incorporated into DoubleTree by Hilton’s refurbishment: “Energy-efficient LED lighting has been installed throughout the hotel to reduce energy consumption, while our upgraded air and heating systems in guest rooms enhance efficiency and comfort. These systems are centrally controlled by the room key, ensuring that energy is only used when the room is occupied.”
The push toward sustainability is also influencing guest expectations. Modern travellers are increasingly drawn to eco-friendly accommodations, and stadium hotels are taking note by integrating energy-efficient solutions and responsible sourcing practices.
What does the future hold?
As stadiums evolve into year-round destinations, hotels within these venues will play an even more significant role. Michael predicts: “We’re going to see more integration between stadiums and their surrounding infrastructure. Hotels won’t just be an add-on; they’ll be an essential part of the venue’s ecosystem, offering tailored experiences for all types of visitors.”
With increasing investment in hospitality-led stadium redevelopments, the UK’s sports venues are set to become premier destinations beyond matchdays. By combining world-class accommodation, cutting-edge sustainability efforts, and exceptional hospitality, stadium hotels are shaping the future of both sports and travel.
From corporate travelers attending conferences to devoted fans seeking immersive experiences, stadium hotels are proving to be more than just places to stay—they are integral components of the modern sports and entertainment experience.
