🎾 The Hidden ROI of Sports in Luxury Hotels and Resorts

Written By Kate Sheikh

Think tennis courts are just a nice-to-have? Think again.
Luxury hotels across the UAE and GCC are investing millions in wellness, lifestyle, and guest experience, but sports often get left behind.

At SAMS, we’ve seen how the right sports program doesn’t just “fill the schedule” - it boosts satisfaction, revenue, and brand value. Here's how 🧠👇

👨‍👩‍👧‍👦 1. Families Want More Than a Pool

Modern travellers, especially high-spending families, are looking for structured, safe, engaging experiences for their children.
Padel, tennis, mini football, multi-sports camps = serious value for parents 👏

✅ What we do: Tailor full-scale, family-friendly sports programs that keep kids active and parents happy.

💰 2. Sports Are a Profit Centre (If You Do It Right)

Think it’s just a cost? Think again.
When set up properly, sports can generate income through:

  • 💼 Private coaching & guest clinics

  • 🏕️ Paid holiday camps

  • 🎾 Tournament entries

  • 🧘 Spa/sports package bundles

  • 👥 Local memberships

Our model: Sports with margins and not just smiles.

🌿 3. Wellness Isn’t Complete Without Movement

Spas are booming, but active wellness is where the next wave is.
Your guests want tennis, padel, yoga with energy, not just a steam room and smoothie.

Let’s integrate sport into your wellness offer, brand story, and guest itinerary. It sells itself when done right.

🏟️ 4. Beautiful Courts Don’t Win You Guests

You spent on the facilities- but they’re underused.
Sound familiar? Most hotels don’t have a schedule, staff plan, or promotional flow for their sports areas.

That’s where we step in:
We build turnkey, run-ready programming for your site, structured, staffed, scheduled.

🏆 5. Your Resort Should Feel Like a Club

Guests want more than access, they want experiences.

✨ Weekly tournaments
✨ VIP coaching sessions
✨ Club-style community building

We help luxury properties create that vibe: the kind that keeps people coming back (or joining as members).

🎯 In Short…

If your sports program is an afterthought, you’re missing out on:

  • Higher guest satisfaction

  • Repeat bookings

  • Direct revenue streams

  • A competitive edge in the luxury market

💬 Want to Know What Sports Could Be Doing for Your Hotel?

We’re offering free strategy calls this month for UAE and GCC properties looking to elevate their guest experience through structured, profitable sports programs.

📞 DM us or email sam.whitaker@samsconsultancy.org
📍 We’ll audit what you’ve got and show you what’s possible.

Let’s turn your courts into revenue. 🧠🎾

#LuxuryHotels #SportsConsultancy #PadelUAE #TennisDubai #WellnessTourism #SAMSConsultancy #HotelExperience #GuestSatisfaction #HospitalityUAE #FamilyTravelGCC

Kate Sheikh