Hotel bookings are weaker than anticipated for this year’s FIFA World Cup, according to the “FIFA World Cup 2026 Hotel Outlook” from the American Hotel & Lodging Association (AHLA).
The majority (80%) of hoteliers in 11 U.S. host cities say that bookings are not meeting expectations. Only a quarter of markets are seeing increased demand, thanks to strong baseline leisure demand or confirmed team base camps.
Why It Matters: International Travelers Are Not Coming for Reasons That Don’t Affect Domestic Travelers as Much
Hoteliers say that visa barriers, rising costs, FIFA room block cancellations and geopolitical concerns are driving lower-than-expected demand, and that domestic travelers are outpacing international clients.
It may not be too late to turn this around — if the U.S. and FIFA can project that a welcoming and seamless experience awaits travelers. But for domestic travel advisors, this is a clear opportunity to negotiate competitive hotel room rates or group blocks in host cities. Rosanna Maietta, president and CEO of AHLA, says that now is the time to book a hotel.
A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead.
Fast Facts: Atlanta Is One of the Only Markets Seeing an Uptick — Other Cities Are Reporting Low Demand
- The AHLA report surveyed hoteliers in 11 host markets, including Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York City, Philadelphia, San Francisco and Seattle.
- Each market had slightly different challenges. In Kansas City, about 85-90% of respondents report booking pace below expectations, trailing a typical June or July without any major events.
- In Los Angeles, about 65% of respondents report booking pace below expectations, in line with or lagging a typical summer. Nearly half of respondents say that the top constraints have been visa barriers, high labor costs, distance from venues and broader city policy challenges that complicate operations.
- In New York City, nearly two-thirds of respondents reported soft bookings that track normal summer demand, with most hoteliers pointing to international travel barriers and geopolitical concerns as explanations.
- In Dallas and Houston, 70% of respondents report booking pace below expectations, but indicate that there has been a limited incremental lift from the tournament.
- In Atlanta, half of respondents report booking pace in line with or ahead of expectations — and ahead of a typical June or July — thanks to team base camps, strong air connectivity and diversified demand sources.
- In Miami, 55% of respondents say that booking pace is ahead of expectations and typical summer benchmarks.
- In Boston, Philadelphia, San Francisco and Seattle, most hoteliers (80%) describe the event as a “non-event.” due to weak fan travel and pacing that falls behind a normal summer.
- Many hotels are rethinking strategies or pausing investments in World Cup-specific activations, brand partnerships and temporary renovations.
What They Are Saying: The U.S. And FIFA Should Try to Be More Welcoming
“Hotels across host markets have spent years preparing for the World Cup, and while there is real excitement, the data points to a more nuanced outlook,” said Rosanna Maietta, president and CEO of AHLA. “A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead. To fully realize that potential, the U.S. and FIFA must ensure a welcoming and seamless experience for international travelers. That means avoiding unnecessary cost increases on visas and transportation to and from the games, and discouraging local jurisdictions from adding last-minute tax hikes that hurt the games and consumers. And our message to consumers is clear: Now is the time to book your hotel.”
