The Intersection of Hotels and Esports
Hotels and esports are two seemingly separate industries that are beginning to see the benefits of collaboration. The rise of offline esports events has presented a unique opportunity for hotels to fill vacancies during off-seasons while offering esports events a venue with comprehensive facilities. This mutual benefit is gaining traction as both industries recognize the potential for growth and profit.
Why Hotels Should Embrace Esports
Hotels and resorts often face challenges during off-peak seasons when occupancy rates drop. This is where esports can play a pivotal role. Esports events can fill these gaps by attracting large groups of competitive gamers, fans, and event organizers. These events require not just a venue but also accommodations for participants, production teams, and audiences. Hotels can provide this comprehensive support, making them an ideal partner for esports events.
Michael Dominguez, CEO of Associated Luxury Hotels International (ALHI), emphasizes the potential of this partnership. ALHI, which represents over 250 luxury hotels and resorts worldwide, sees a strategic alignment between the needs of esports and the capabilities of hotels. By hosting esports events, hotels can maintain higher occupancy rates even during off-seasons, while esports organizers gain access to top-tier facilities.
The Benefits of Hosting Esports Events
Esports events are not just about the competition; they are about creating an experience. Hotels that host these events can offer a one-stop solution for organizers. The logistical support provided by hotels, from accommodation to event spaces, simplifies the planning process for esports events.
Andy Grinsfelder, VP of Sales and Marketing at Grand America Hotels and Resorts, notes the potential for esports to fill gaps between peak tourist seasons. By hosting esports events, hotels can attract new customers and generate revenue during slower months. This is particularly beneficial for resorts that experience seasonal fluctuations in visitor numbers.
The Role of Esports in Destination Marketing
Esports events can also play a significant role in destination marketing. Just as major sports events like the Super Bowl draw visitors to host cities, esports tournaments can attract fans from around the world. Hotels can capitalize on this by creating packages and experiences tailored to esports fans.
For example, hotels can develop themed rooms or suites that cater to gamers, as seen with PARKROYAL COLLECTION’s collaboration with tech companies to create a gamer-friendly hotel suite. This not only attracts esports fans but also enhances the hotel’s brand as a destination for gaming enthusiasts.
The Rise of Esport Hotels
In some regions, hotels are being designed specifically for esports. China, a major hub for esports, has seen the rise of esports hotels that cater to gamers with specialized facilities. These hotels offer rooms equipped with gaming PCs and consoles, creating an immersive experience for guests.
NIP Group, an esports organization, has partnered with BTG Homeinns to develop esports-themed hotels in China. This collaboration highlights the potential for esports hotels to create unique experiences that attract both fans and competitive players.
Educating the Hospitality Industry
While the benefits of integrating esports into the hospitality sector are clear, there is still a learning curve for many in the industry. Understanding the needs and culture of esports is crucial for hotels looking to tap into this market. Educating hotel staff and management about esports can help bridge the gap and foster successful partnerships.
ALHI’s initiative to launch an esports division is a step in the right direction. By providing education and insights into the esports industry, ALHI aims to help hotels better understand and engage with this growing market.
Conclusion
The partnership between hotels and esports is a win-win scenario. Hotels gain a new revenue stream and increased occupancy during off-seasons, while esports events benefit from the comprehensive support and facilities that hotels provide. As the esports industry continues to grow, the hospitality sector has a significant opportunity to integrate gaming culture into its offerings, creating unique experiences for guests and tapping into a new and lucrative market. The future looks promising for both industries as they explore the potential of this collaboration.
