10 ways to maximise winter World Cup revenue

"The repercussions are enormous," says hotel consultant (and lifelong West Ham supporter) Melvin Gold. "All of the European leagues have had to be rescheduled for this tournament to be played. The players have had very little time off compared with a summer World Cup. And there are going to be a lot of football fans who say, ‘I don't care about watching Cameroon or Serbia – I want to watch my own local team.' Yet you have a huge chunk being taken out of the season."

In addition to the impact on players and fans, some believe staging the World Cup in the winter will reduce the associated revenue for hospitality businesses, especially pubs.

Don't bottle it

There are also the logistics to consider. Charlie Mitchell, CGA research and insight director, says: "With continued, but perhaps easing, staff shortages for the sector, alongside supply chain and product availability issues, what seems like a perfect Christmas present may turn out to be an operational nightmare."

Adding the extra hospitality demand of the World Cup to the normally busy festive season means operators must take a meticulous approach to what-if scenarios and planning.

"Any hotel with banqueting and conference space will have a Christmas programme that starts in the last week of November and runs until New Year's Day," Gold says. "So hotels, restaurants and pubs will have this tension between the World Cup and the Christmas trade, and I think it will be a genuine tension."

Some operators might choose to concentrate on their normal Christmas trade and not get involved in the football. That's possible until England or Wales do well – and then the football will become impossible to ignore.

Gold says: "Although we know the schedule for the group stages, once you get to the knock-out stage, there will be people who suddenly end up having a big match right in the middle of a conference or Christmas party. This might mean additional costs if they're having to put a screen in a different room."

There's no doubt that this year's World Cup will be different from any previous one. But, as always, there is the chance to dream big and send your revenue over the moon.

Top 10 tips for a winning winter world cup

1. Be aware that kick-off times have changed

The group stage runs from Sunday 20 November until Friday 2 December, with the tournament continuing through the knock-out phase until the final on Sunday 18 December.

During the group stage, there are four games a day – at 10am, 1pm, 4pm and 7pm (GMT). Matches are played earlier in the day than in previous World Cups. No kick-off is after 7pm.

2. Know when England and Wales are playing

Rupert Thompson, managing director of Hogs Back Brewery, says: "England's first match being played on a Monday lunchtime isn't the best of timings, but there are better-timed games for operators as the tournament progresses and, as always, good runs for both England and Wales will see the excitement grow. The Wales vs England evening game at the end of the group stage is clearly set to be a big occasion for the pub trade."

The London Hilton on Park Lane will show a special screening of England vs USA that will include Q&A sessions with ex-England manager Sven-Goran Eriksson, ex-manager Harry Redknapp and ex-footballer Paul Merson.

3. Consider changing or extending opening times

Because the last games of the day will finish earlier than usual, at around 9pm, you might consider opening longer to serve post-match dinners. Decide if it is worth opening early for the 10am games and what to serve: cappuccino, Danish pastries, brunch, etc.

4. Take advance bookings for the big matches

Taking bookings and reservations for the big matches will help maximise space and make sure you aren't left with empty seats. Taking deposits or prepayments for larger parties can ensure against no-shows. You could also presell packages and bundles – for example, a guaranteed seat, beer and burger for £20.

Hogs Back Brewery, for example, is showing the key games in its taproom in Tongham, Surrey. Entry is free, but fans are asked to book their seats – the £5 deposit will be redeemable against food and drink purchases.

5. Be more inclusive in your venue

Football tends to attract a raucous crowd dominated by men, which can make sports pubs uncomfortable places for families. Operators such as Boxpark and Belushi's have found success in creating inclusive offers that attract women and families too. Located near Wembley stadium, the third and latest Boxpark has become a fan park destination, offering a diverse F&B and leisure experience.

6. Let contactless and smart-serve tech take the strain

Order and pay-at-table technology can help maximise revenue when customers don't want to leave their tables and queue at the bar, according to technology provider Access Hospitality. Non-tech measures – whether equipment to serve pints faster or simply more staff on duty – will also help maximise revenue and boost customer satisfaction.

Village Hotels claims to have the hottest seats outside of Qatar with its Pub & Grill World Cup fanzones. Online ordering means no-one has to hit the bar and risk losing their seat.

7. Attract the working-from-home crowd

The 7pm kick-offs are perfect for office workers looking to catch the game in a nearby venue. But what about those who work from home? Residential and suburban venues can attract home-workers. City centre venues may need extra publicity aimed at employers in their area to encourage people to travel to their workplaces on big match days to enjoy matches together with their colleagues.

8. Protect outdoor areas

Venues with outdoor space will need to consider investing in marquees, weather protection and heaters.

9. It's not just about England and Wales

There will be plenty of fans who want to follow their national teams. If your venue is in an area with a local community of French, Spanish or Portuguese residents, for example, why not entice them in with some marketing in their own language?

10. Home delivery, takeaway and click and collect

The colder weather may mean more people choosing to watch the games at home. You can add to their enjoyment with special match meals for delivery or takeaway.