A new hotel industry report has poured cold water on expectations of a massive accommodation windfall from the 2026 FIFA World Cup, with many US host cities seeing softer-than-expected bookings just weeks from kick-off.
Released by the American Hotel & Lodging Association (AHLA), the FIFA World Cup 2026 Hotel Outlook found 80 per cent of surveyed hoteliers say bookings are currently tracking below early forecasts.
The report surveyed operators across 11 host markets, including Los Angeles, New York City, Miami, Dallas, Seattle and Boston.
A major issue appears to be weaker-than-expected international demand. Between 65 and 70 per cent of respondents cited visa barriers and geopolitical uncertainty as key reasons for the softening of international visitation.
The report also found that FIFA’s room block allocations created inflated early demand signals that later eased as rooms were released back into the market.
Several cities are now seeing booking levels comparable to a normal northern summer.
In Boston, Philadelphia, San Francisco and Seattle, nearly 80 per cent of respondents described the tournament as close to a “non-event” from a hotel demand perspective.
Kansas City recorded some of the weakest sentiment, with up to 90 per cent of operators saying bookings were below expectations.
Not every market is struggling. Miami and Atlanta are outperforming due to stronger leisure demand, air access and confirmed team base camps.
The report also warned rising operating costs and new local policies are adding pressure during a crucial booking period, prompting some hotels to scale back World Cup-related investments and activations.
“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,” AHLA President and CEO Rosanna Maietta said.
“A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead.
“To fully realise that potential, the US and FIFA must ensure a welcoming and seamless experience for international travellers. 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.”
KARRYON UNPACKS: Mega-events often promise tourism gold rushes, but this report is a reminder that reality can be far messier. For travel advisors, pricing and demand around the World Cup may remain unpredictable right until kick-off.
