Key facts
- The 2026 World Cup has seen record ticket demand, with 500 million requests and 90% of inventory sold.
- International bookings in host cities are up nearly 70% year-on-year, but occupancy growth is modest.
- Average daily room rates have increased by approximately 20% compared to the previous year.
- Factors such as immigration policies, FIFA's room release strategy, and elevated ticket prices are impacting hotel bookings.
- Travelers are paying closer attention to border policies, visa processing times, and geopolitical developments.
- Inbound tourism to the US decreased by 5.4% in 2025 due to stricter immigration enforcement and travel restrictions.
Despite record-breaking ticket demand for the 2026 World Cup, many hotels in US host cities are experiencing a more complex reality than anticipated, with slower-than-expected bookings and modest occupancy growth.
While overall international bookings have surged by nearly 70% year-on-year, and average daily room rates are up approximately 20%, the picture is not uniform across all cities. Dallas, for instance, saw a dramatic booking surge of over 1,400% during the group stage, largely driven by travelers from Japan and South Korea. However, occupancy growth has been more subdued, with travelers favoring major urban centers with established amenities beyond just match venues.
Industry experts suggest that factors beyond simple demand are at play. Laura Lee Blake of the Asian American Hotel Owners Association points to a 'decision-making problem,' where travelers are more carefully weighing costs, logistics, and travel requirements, including border policies and visa processing times. FIFA's own accommodation strategy, which released large blocks of reserved rooms back into the market shortly before the tournament, has also been cited as a factor contributing to uncertainty for hoteliers.
Furthermore, a significant portion of hoteliers believe that stricter US immigration enforcement, heightened border scrutiny, and tougher visa requirements have created a perception of the US as a less welcoming destination, impacting inbound tourism which fell 5.4% in 2025. This has led some hotels, even those not directly hosting matches, to revise down their revenue forecasts related to the World Cup.