How High-Tech Hotels Are Winning Big During America’s Sports Boom

The U.S. Hotel Industry Prepares for Major Sports Events with Advanced Technology

The hospitality sector is shifting as technology becomes central to enhancing guest experiences. Travelers want stays that feel personal, meaningful, and offer clear value. To meet these expectations, hotels are focusing more on entertainment and infotainment options. Despite economic challenges like inflation and changing consumer confidence, hospitality businesses must attract guests and diversify income sources to maintain sustainable growth.

Integrating entertainment, gaming, dining, and retail within hotel services is key. Technology such as OLED 4K UHD Smart TVs, interactive digital signage, customizable DVLED displays, digital art installations, and even AI-powered robot assistants are becoming common tools. These solutions cater to tech-savvy guests who expect engaging and content-rich environments.

Driving Revenue with Sports and Entertainment

Sports tourism is a significant revenue driver. The 2025 AHLA report valued sports tourism at $564.7 billion in 2023, with projections reaching $1.33 trillion. Upcoming events like the 2026 global soccer tournament and the 2028 Los Angeles athletics games are expected to generate billions in revenue and require tens of thousands of hotel rooms.

These events reshape travel patterns and offer fresh opportunities for hotels to increase income. Leveraging technology to connect with fans and visitors is central to maximizing these opportunities.

Smarter Screens for Personalized Stays

Hotels are adopting interactive in-room displays and AI-driven booking platforms to create seamless and immersive guest stays. Rooms now serve as personalized control hubs, allowing guests to manage their environment and access tailored content.

For sports fans, these displays provide match schedules, team-specific updates, and live streams. During the 2026 soccer tournament, AI can analyze preferences to offer curated content, exclusive offers, dining recommendations, and even virtual stadium tours.

Creating Atmosphere in Hotel Lobbies

The hotel lobby plays a central role in guest engagement, especially during major sports events. Digital signage, video walls, and interactive displays transform these spaces into lively hubs celebrating ongoing tournaments.

Real-time match updates, highlights, and breaking news build excitement. AI can customize content for fans, suggesting nearby fan zones or viewing parties. Integration with social media feeds helps create a sense of community and global connection.

Streamlining Guest Journeys

Major events often create check-in and check-out bottlenecks. Digital solutions speed up these processes, allowing guests to check in via smartphones or kiosks, skipping queues. Personalized greetings and AI-driven suggestions for room upgrades, match-related offers, and local dining enhance the experience.

At check-out, digital displays recommend post-game activities, transportation, or future booking options, making the journey smooth from start to finish.

Comfort Made Custom

Generative AI helps automate back-office tasks and allows staff to focus on guest service. For sports event attendees, AI ensures rooms are ready for relaxation—adjusting temperature, lighting, and more according to schedules and preferences.

This technology also supports sustainability by optimizing energy use and reducing waste, meeting growing demand for eco-conscious travel options.

Connecting Guests to Local Culture and Events

Display technology immerses guests in the excitement of global sports tournaments through digital art, multimedia storytelling, and dynamic content. Live social media feeds, match highlights, and local fan celebrations can be showcased throughout hotel spaces.

Looking ahead, augmented reality (AR) and virtual reality (VR) may further enhance these experiences. Guests could take virtual stadium tours, revisit iconic sports moments, or watch live replays from their rooms.

Major sports events like the 2026 soccer tournament offer hotels a chance to showcase how technology can transform stays. From immersive displays to AI systems and robot assistants, hotels can provide seamless, personalized, and memorable experiences beyond traditional accommodation.