Preparing for big crowds

Mega events like the Olympics, marathons, and the FIFA World Cup 2026™ attract millions of international visitors and generate billions in economic activity. While 51% of business owners surveyed in the Bank of America 2025 Business Owner Report that modified operations during major cultural events like sports tournaments and concerts saw sales increases as a result, the significant additional demand for transportation and hospitality services uniquely positions those businesses to grow revenue, build brand awareness, and strengthen customer relationships. But mega events must be approached strategically, as they can test a business’s capabilities to deliver a favorable experience under demanding conditions.

“Mega events can strain cash flow if you’re not prepared,” says Sharon Miller, President of Business Banking at Bank of America. “Securing flexible financing early and re-examining payment processing technology ensures you can scale operations without compromising service quality.”

Here are factors to consider to successfully navigate the surge in demand due to a mega event.

Mega events usually boost spending, and businesses should start planning early by forecasting peak periods. Studying historical trends from similar events and monitoring ticket sales and travel patterns can help owners anticipate those spikes. This insight can inform staffing schedules and facilitate implementation of a dynamic pricing strategy in response to demand fluctuations. It can also help with benchmarking revenue and other goals. 

Restaurants and hotels should carefully monitor inventory to ensure they’re prepared for potential disruptions in supply chains due to increased demand. Transportation services must check that vehicles are well-maintained and routes are optimized to avoid congestion. It’s also critical that all licenses, insurance, and safety protocols are in place to help avoid ill-timed disruptions. Hiring and training temporary staff and extending service hours can help meet a surge in demand. And it’s equally important to maintain quality, consistency and safety precautions. Operational readiness is critical.

Offering multilingual support and providing guests with local guides or assistance with event logistics can enhance customer satisfaction. Businesses should also consider forming alliances — hotels partnering with shuttle services, restaurants with tour operators — to create seamless experiences for visitors. Offering bundled packages that combine lodging, transport, and local experiences can help your business stand out, and joining local tourism boards or event committees can boost visibility and credibility. Protect your business and your customers against fraud and cybercrime by using the latest digital payments technology. And finally, train staff on how to safely deal with crowds to ensure customers enjoy the best experience. 

To attract out-of-town visitors, create and deploy geo-targeted ads. Combining search engine optimization, AI optimization and keyword optimization of event-related terms with active social media engagement can help your business stand out (see “From digital-capable to digital-first”). To make sure you can accommodate the extra demand, make sure your booking and payments systems can accept customer transactions both online and in-person using their preferred payment method. 

Collecting client data (email addresses, phone numbers, communication preferences, survey feedback), offering loyalty programs, and staying in touch with mega event guests can turn one-time visitors into long-term customers. These events are not just short-term opportunities — they’re a chance to build lasting relationships and elevate your brand.

“Think of these events as a catalyst for long-term growth. Strategic investment in customer experience and digital outreach today can translate into repeat business tomorrow,” says Miller.