New Report Warns World Cup Hotel Boom May Fall Short of Expectations

WASHINGTON, D.C. (May 4, 2026) - The American Hotel & Lodging Association (AHLA) today released the FIFA World Cup 2026 Hotel Outlook, a report highlighting the challenges the hotel industry is facing as the U.S. prepares to co-host the 2026 FIFA World Cup. The market-by-market report, which surveyed hoteliers across host cities, found that anticipated demand has not translated into strong hotel bookings and that domestic travelers are outpacing international visitors. FIFA room block cancellations, international travel barriers, and rising costs were identified as key drivers of softened hotel demand.

Key findings from the report include:

• 80% of respondents say hotel bookings are tracking below initial forecasts.
• 65 - 70% of respondents across markets say visa barriers and broader geopolitical concerns are significantly suppressing international demand. These factors consistently rank as the top constraint on World Cup-driven travel.
• FIFA room block overcommitment created an artificial early demand signal that has since recalibrated, with roughly half of respondents in host markets reporting material room block releases.
• Only a limited subset of markets - those with strong baseline leisure demand or confirmed team base camps - are seeing meaningful incremental uplift, representing roughly 25 - 30% of respondents overall.

"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 & 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."

The report draws on survey data from hoteliers across 11 host markets, including Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York City, Philadelphia, San Francisco, and Seattle.

The report's market analysis found:

• Kansas City - Roughly 85-90% of respondents report booking pace below expectations, trailing a typical June or July without any major events.
• Los Angeles - Nearly 65-70% of respondents report booking pace below expectations, often in line with or lagging behind a typical summer. Approximately half cite visa barriers, high labor costs, and distance from venues as meaningful constraints, alongside broader city policy challenges that continue to complicate operations.
• New York City - Approximately two-thirds of respondents reported softer-than-expected bookings that nonetheless track with normal summer demand. More than 60% of New York City operators point to international travel barriers and geopolitical concerns influencing the soft bookings.
• Dallas and Houston - Approximately 70% of respondents report booking pace below World Cup expectations, though still broadly in line with a typical June or July, indicating limited incremental lift from the tournament.
• Atlanta - Roughly 50% of respondents report booking pace in line with or ahead of expectations - and ahead of a typical June or July - driven largely by team base camps, strong air connectivity, and diversified demand sources.
• Miami - Approximately 55% of respondents reported booking pace ahead of expectations and typical summer benchmarks, as the market captures World Cup-adjacent leisure demand and offsets broader international travel headwinds.
• Boston, Philadelphia, San Francisco, and Seattle - Nearly 80% of respondents report booking pace below expectations and behind a typical summer, with many describing the tournament as a "non-event" due to FIFA room releases and weak international fan travel.

Additionally, the report finds that last-minute state and local policies are compounding cost burdens and adding pressure on travelers during a critical booking window. As hotels face a fragmented demand environment and ongoing uncertainty, many are recalibrating strategies or pausing investments in World Cup-specific activations, brand partnerships, and temporary renovations.

View the full report here.

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About AHLA

The American Hotel & Lodging Association (AHLA) is the largest hotel association in America, representing more than 30,000 members from all segments of the industry nationwide - including iconic global brands, 80% of all franchised hotels, and the 16 largest hotel companies in the U.S.