Can Los Angeles "Digest" the Olympics?

Hospitality Net

3 days ago

In 2028, Los Angeles will become the center of global attention as it hosts the XXXIV Summer Olympic Games. Although the event is still several years away, in the tourism and hospitality industry, time moves differently. Preparing for such a large-scale event isn't a matter of 'later' - it's a strategic priority for today.
Reflecting on countries that have hosted major sporting events - ones I had the chance to participate in as an organizer or volunteer (e.g., Sochi 2014, Euro 2012 in Ukraine and Poland, or the 2018 FIFA World Cup) - one thing is clear: hospitality businesses that started preparing 3–4 years in advance became the main beneficiaries. Those who delayed didn't earn the expected profits and often suffered reputational damage.
Lessons from the past: what happens when you're not ready?
After more than 13 years in the tourism industry, I saw many hotels during Sochi 2014, Euro 2012, and the 2018 World Cup face predictable challenges:
Overbookings due to the lack of centralized sales channel management
Manual booking processing and lack of automated guest communication
No online booking on official hotel websites, no online payments, no payment system integrations
Staff unprepared to serve international guests
These issues not only damaged hotel reputations but led to direct financial losses — right during peak season.
Why Los Angeles can't afford the same mistakes
Los Angeles is a globally renowned city with developed infrastructure and high standards. Precisely because of this, guests will have high expectations. Any delay, check-in issue, or booking error can instantly go viral through social media and review platforms.
Additionally, the surge in tourist traffic will demand not just readiness but agility, speed, and full digitalization of operations.
What hotels can (and should) do right now
1. Invest in technological infrastructure
If your hotel still doesn't use a Channel Manager or Property Management System (PMS), now's the time. These tools allow you to manage pricing, bookings, and room availability across dozens of online booking platforms simultaneously — preventing data delays and pricing errors.
Integrating your PMS with a CRM will help you automate guest communications, send booking confirmations, promote room upgrades and services, and pre-fill check-in forms — saving time at the front desk.
2. Strengthen online presence and reputation
Being visible on major international booking platforms is a must. High-quality content (photos, room/service descriptions, guest reviews, and hotel responses) is essential. Before booking, guests read reviews across multiple platforms. That's why your online presence and reputation are critical for securing bookings.
3. Drive direct bookings via your website
Your hotel's official website must have an online booking module with credit card payment. Besides rooms, you can sell add-on services like spa programs, equipment rentals (e.g., bicycles), and dining packages. During major events in Russia, conference services also sold well through hotel websites. These are all additional revenue streams that can be automated through your site.
4. Train your staff
Technology is just one part of the equation. Hospitality is still about people. Start training your front office and other key staff now to handle large guest volumes, foreign travelers, and unexpected situations.
The Olympics are not a challenge — they're an opportunity
Tourism is built on trust, and the Olympics are a moment when the whole world is watching.
Hotels that act now will not only manage the influx — they'll capture new markets, expand their client base, elevate service levels, and emerge stronger than ever before.
Iana Petrova
Business development leader and hospitality technology expert