Integrating tourism and hospitality management for a seamless guest experience

Tourism and hospitality management lies at the heart of a modern, integrated event experience. It transforms fragmented services into unified, memorable journeys tailored to both fans and VIP guests.

Meeting the expectations of global event fans

Visitors attending major sporting events expect more than just a match—they seek an immersive destination experience. From smooth arrivals to cultural activities and local discoveries, hospitality services must adapt to growing expectations. In this context, sports hospitality becomes an essential element of the overall journey, combining excitement with excellent customer service and logistical ease.

Extending the live experience beyond the venue

To enhance the guest experience, the journey must extend beyond stadiums and arenas. By integrating accommodation, transport, and local experiences, destinations can turn a single matchday into a multi-day adventure.

STH, the dedicated company of Sodexo Live! for Travel & Hospitality Ticketing, has created “AO Travel & Experiences” for the Australian Open. This dedicated program offers premium hospitality tickets, curated local activities, and luxury accommodation. This tailored approach turns the tournament into a memorable experience while enhancing Melbourne’s appeal as a global destination.

Strengthening destination appeal and boosting economic impact

Integrated tourism and hospitality strategies not only benefit guests—they also strengthen local economies. By encouraging longer stays and increasing spend per visitor, destinations can increase revenues and enhance city branding. Events such as the Rugby World Cups or Royal Ascot offer key opportunities to align the hospitality business with tourism development goals.

To achieve seamlessness, every aspect of the tourism and hospitality journey must be connected—from booking to farewell. This requires cross-sector coordination, digital solutions, and a strong understanding of guest needs.

End-to-end journey design: from arrival to departure

Tourism and hospitality management must cover every detail: travel coordination, accommodation, on-site logistics, and post-event support. Hospitality services should integrate booking systems, real-time updates, and personalised options, ensuring a fluid experience for all guests—from international travellers to local attendees.

VIP services blending hospitality, culture, and local flavor

A premium guest journey goes beyond luxury—it’s about relevance and personalisation. Blending hospitality services with cultural touchpoints and food and beverage excellence is critical to providing a sense of place.

Sodexo Live! achieves this by personalising event spaces to reflect the occasion, while working closely with local chefs to incorporate regional recipes and ingredients. At Royal Ascot, guests enjoy bespoke fine dining crafted by award-winning British chefs, elegant hospitality suites, and immersive experiences that celebrate the event’s rich heritage and national identity.

Smart logistics: transport, accommodation, and guest support

Seamless experiences rely on smart operational coordination. That includes transportation between airports, hotels, and venues; rapid check-in processes; and responsive guest support. The hospitality industry must collaborate with mobility and tourism actors to deliver this level of integration.

With decades of experience in large-scale hospitality industry operations, Sodexo Live! anticipates complexity and scales accordingly. Whether it’s managing accessibility for VIP guests and fans at Hampden Park or ensuring group check-ins for corporate hospitality packages, the logistics are invisible to guests but vital to delivering a consistent, elevated standard of service.

Beyond guest satisfaction, integrated tourism and hospitality services generate measurable benefits for organisers, venue operators, and host cities.

Increasing satisfaction and loyalty with tailored packages

Tailored hospitality experiences help build strong emotional connections. Whether through curated sports hospitality packages or local discovery tours, guests feel valued and remembered. This approach not only enhances customer satisfaction but also fosters long-term loyalty, key to repeat visits and word-of-mouth promotion.

Driving new revenue streams through extended stays and curated experiences

By encouraging guests to extend their trip beyond the event, organisers and local partners can unlock new revenue streams, from hotels to travel and guided tours. Hospitality business models that integrate extended-stay packages have demonstrated their potential to increase revenues by creating new profit centres through seamless tourism and hospitality management.

Supporting city branding, local culture, and long-term tourism growth

When tourism and hospitality are fully aligned, events become powerful storytelling tools for host destinations. This supports long-term tourism growth and promotes local identity.

At Roland-Garros, STH, the expert brand of Sodexo Live! for Travel & Hospitality, offers hospitality, accommodation, and travel packages that combine world-class tennis with curated Parisian experiences such as three-course dinners at the Eiffel Tower, guided city tours, cruises on the Seine, and seamless guest logistics. These integrated services allow visitors to enjoy excellent customer service on and off the court, turning a sporting event into a truly memorable experience.

As demand for elevated event experiences grows, working with an expert in both hospitality and tourism logistics becomes a clear advantage. Sodexo Live! offers a unique blend of experience, global reach, and innovation to deliver results at scale.

A global expert in hospitality logistics and VIP management

Sodexo Live! excels in coordinating complex logistics and delivering flawless VIP management. At the Australian Open, STH, the expert brand of Sodexo Live! for Hospitality & Travel, manages everything from streamlined guest transfers and premium hospitality ticketing to personalised VIP services, ensuring a smooth and exclusive experience. This holistic approach guarantees that every detail—from arrival to departure—is carefully planned to provide guests with a premium experience that enhances their overall satisfaction and loyalty.

Strategic partnerships with tourism and mobility stakeholders

STH, the specialist brand of Sodexo Live!, builds strong partnerships with local tourism offices, transport operators, and accommodation providers. These collaborations ensure end-to-end guest support and elevate the overall hospitality experience.
As the exclusive global rights holder for official travel and hospitality for the next three Rugby World Cups – England 2025 (women), Australia 2027 (men), and Australia 2029 (women) – STH will deliver premium experiences through the “RWC Experiences” program. This includes ticket-inclusive accommodation, fine dining, guided cultural excursions, and seamless transport solutions tailored to international fans.

Proven success at major international events and tourism activities

Sodexo Live! has delivered premium hospitality services and tourism management at leading events such as:

•  Royal Ascot, Roland-Garros, 
• the Paris 2024 Olympics, 
• the Australian Open, 
• and six Rugby World Cups.

Its extensive experience enables seamless VIP management and exceptional hospitality business delivery at the world’s most prestigious sporting events.

Among other tourism activities, Sodexo Live! manages the two restaurants on the Eiffel Tower and is a market leader on the Seine, overseeing the Batobus, Parisian boats, and yachts, further enriching the guest experience beyond the events.