As the approach of the 2026 World Cup looms, concern is growing among American hoteliers. While the event was supposed to boost tourism after a disappointing 2025, bookings are not picking up. In several host cities, room prices have already been significantly reduced, indicating a much less dynamic market than expected, as reported by the Financial Times yesterday.
According to data compiled by Lighthouse Intelligence, a data analysis company, match night rates have dropped by about a third compared to levels seen a few months ago. This reversal is notable, given that the competition, scheduled from June 11 to July 19 in eleven American cities, was expected to attract millions of visitors and generate massive economic benefits. There were talks of millions of international visitors and an economic boost of $30 billion.
Despite selling two million tickets, hotel reservations remain at an all-time low. Faced with this sluggish demand, FIFA has started to adjust its own forecasts. Thousands of rooms initially reserved for teams, officials, or technical teams have been released in several metropolises like Philadelphia, Dallas, and Mexico. In some cases, these cancellations far exceed the adjustments usually seen for this type of event.
Context: Hoteliers in the US are facing challenges in booking rooms ahead of the 2026 World Cup.
Fact Check: The Financial Times reported the concerns of American hoteliers about the lower-than-expected demand for rooms for the 2026 World Cup.
“I see a lot of people panicking and lowering their prices,” observed Scott Yesner, a hotel management company executive based in Philadelphia. Various factors contribute to these fears. The United States is a vast country, and an event alone is not enough to change the face of an economic sector.
However, the sometimes very high cost of tickets (up to several thousand dollars for the most anticipated matches) deters some international fans. This, coupled with economic uncertainty and rising transportation costs, impacts travelers’ budgets.
Above all, some professionals point to an unfavorable political and geopolitical context. “Obviously, the desire to come to the United States is decreasing,” said Lior Sekler, a manager at HRI Hospitality, referencing both international tensions and American immigration policies. This view is shared by several analysts, who mention a rise in anti-American sentiment, accentuated by the war in Iran.
