Hospitality 2.0: Current trends and drivers, using the 2026 FIFA World Cup™ as an example
Published on
by Laura Lange
For a long time, hospitality was seen merely as a way of providing VIP access and catering. However, the current trend shows that the focus has shifted towards providing an overall experience that evokes emotion.
This article explores the latest trends in the hospitality industry, provides an exclusive preview of products for the 2026 FIFA World Cup™ and explains how companies can leverage this tool strategically.
In this Insight:
Shifting priorities: New expectations and needs among hospitality customers
The hospitality industry is undergoing a fundamental transformation. While it was once defined primarily by service quality, comfort and exclusivity, it is now evolving into a space where experiences take centre stage. Today’s guests expect more than just smooth operations; they want moments that touch them, experiences that linger in the memory and emotionally charged encounters. In short, hospitality offerings must evolve from mere functionality and exclusivity to personalisation and emotionally charged storytelling.
This shift is primarily driven by changing expectations. In a world where products and services are becoming increasingly comparable, emotions are becoming an increasingly important differentiating factor. Personalised engagement, authentic presentation and extraordinary experiences foster intimacy, trust and long-term loyalty.
Hospitality as a strategic tool for businesses
Modern hospitality has evolved into a strategic tool for customer loyalty, relationship-building and business development – and has the power to create experiences that bring emotions, brands and business together.
Shared experiences at major sporting and entertainment events, such as the 2026 FIFA World Cup™, provide a markedly different atmosphere to that of the traditional business environment. Companies use hospitality to bring their values to life, establish a tangible brand presence and forge genuine connections. Transparency, reliability, and seamless coordination of all services are key to success. Conversations do not take place around a conference table, but during emotionally charged moments. This closeness fosters trust, opens up new avenues for dialogue, and strengthens relationships in a way that formal meetings never could.
The transformation in the hospitality industry is also fundamentally changing the way sales are conducted. Alongside traditional business-to-business clients, the focus is increasingly shifting towards private individuals seeking extraordinary, emotional experiences. Hospitality is therefore no longer just a tool for building business relationships, but a premium product in its own right, offering a strong promise of an experience.
'Money-can't-buy' experiences are in particularly high demand, offering exclusive access, proximity to the event, and unique moments. These experiences are valued less for their material offering and more for their emotional uniqueness, which reinforces the perception of value for money associated with premium products.
Another clear trend is that e-commerce is also becoming a key success factor in hospitality sales. This encompasses digital product presentation, online booking and payment.
Today, above all, guests expect transparency, reliability and a cohesive overall experience. Added to this, there is a clear focus on experience: guests want excellent service and access to areas and experiences that create unforgettable moments.
Mario Lucan, Vice President Hospitality and Sponsoring SPORTFIVE Germany
Our partners report that key customer relationships reach a whole new level in the stadium compared to a traditional business setting. We are finding more and more that potential customers become long-term partners in this environment.
Mitch Andric, Director Strategic Brand Partnerships SPORTFIVE Germany
Hospitality at the 2026 FIFA World Cup™
The FIFA World Cup™ is the pinnacle of the world's most popular sport. In the summer of 2026, it will be the largest and most diverse event in history. One continent, three host nations and 48 teams!
One of FIFA’s main objectives is to provide guests, fans and spectators with the best possible experience at the 2026 FIFA World Cup™. The official hospitality packages set a new quality standard, offering unforgettable experiences, premium services and bespoke programmes.
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American-style hospitality
The scale of the biggest tournament ever means that a wider range of options is available than ever before. Guests can look forward to a FIFA hospitality programme that sets new international standards. The range of modular products includes entry-level packages, exclusive boxes, and the ‘Platinum Access Programme’, which allows fans to attend the most popular matches in the highest category.
The hospitality offering at the 2026 FIFA World Cup™ is characterised by an 'American style'. The open-plan lounges have no fixed seating arrangements. The aim is to make guests feel at ease and encourage them to move around and interact with one another. There is also a particular focus on entertainment. The programme will include shows, exclusive performances and interactive activities.
Did you know that SPORTFIVE is appointed as an exclusive sales agent of On Location in Germany and Austria for the sale of the FIFA World Cup 2026™ Official Hospitality Programme? Learn about the hospitality packages available for the tournament.
