Goalkeeper Asmir Begovic says Stoke are relishing the new experience of playing in the Europa League.
"It's fantastic for the club because these things don't come around all of the time," the Bosnia international, 24, told BBC Radio Stoke.
"These nights should be something that the fans should be relishing and enjoying as much as we are."
The Potters are top of Group E with four points from two matches and host Maccabi Tel-Aviv of Israel on Thursday.
"Hopefully, as the club keeps progressing and the ambition keeps getting higher, we can make it a more regular thing," added Begovic.
The FA Cup runners-up, whose previous two European campaigns had come during the 1970s, remain unbeaten in six Europa League ties this season.
Maccabi Tel-Aviv are currently bottom of the group, with one point from their first two games, but Begovic says Stoke will not be underestimating them when they visit the Britannia Stadium.
"Every game provides it's own challenges," he said. "Our group is probably the toughest in the Europa League.
"There's no such thing as an easy game so we have to go into it well prepared."
BBC Radio Stoke will have full-match commentary of Stoke City against Maccabi Tel-Aviv from 1900 BST on Thursday, 20 October.