Just over a year before the 2026 FIFA World Cup is set to kick off across North America, a newly released industry report reveals that a significant majority of American hoteliers are expressing disappointment with the pace of advance reservations. According to a study by the American Hotel and Lodging Association (AHLA) cited by Agence France-Presse, nearly 80% of hotel operators in the United States believe current booking levels are falling short of initial projections.
The 2026 World Cup will be the first edition to feature three host nations: the United States, Canada, and Mexico. The tournament will involve 48 teams and 80 matches, with the vast majority of games—including the quarterfinals, semifinals, and final—scheduled in the US. Host cities range from Los Angeles and New York to Dallas and Seattle, each expecting an influx of hundreds of thousands of international visitors.
Yet, the AHLA report suggests that the surge in demand many hoteliers anticipated has not materialized. The survey found that a widespread sentiment among hotel operators is that reservations are “below initial forecasts,” casting a shadow over what was expected to be a major economic windfall for the hospitality sector.
Industry analysts point to several potential factors behind the sluggish booking numbers. One possibility is that fans are delaying travel decisions due to ongoing economic uncertainty, including high inflation and airfare costs. Another is that ticket allocation and team qualification remain incomplete, with many fans waiting to secure game tickets before committing to lodging. Additionally, some experts note that the sheer size of the event—spread across 16 cities in three countries—may be causing logistical hesitation among travelers.
The implications for the tournament's broader economic impact are significant. A 2018 study by Oxford Economics projected that the 2026 World Cup could generate $5 billion in economic activity for the host nations, with the US hospitality sector expected to capture a large share. If hotel bookings remain below expectations, that windfall could be reduced, affecting not only hotels but also restaurants, transportation, and local attractions.
For FIFA and the local organizing committees, the report signals a potential need to ramp up marketing and fan engagement efforts. While World Cup tickets often sell well, the accommodation piece is critical for the overall visitor experience. Officials may need to collaborate with airlines, travel agencies, and city governments to offer bundled packages or promotional rates to stimulate demand.
Some hoteliers, however, remain optimistic that reservations will pick up as the tournament draws nearer. In previous World Cups, last-minute bookings have surged once group-stage matchups are confirmed and travel packages become more defined. The 2018 World Cup in Russia saw a similar pattern, with hotel occupancy spiking in the final months before the event.
Nevertheless, the early data point to a disconnect between the hype surrounding the tournament and actual consumer behavior. With over a year until the opening match, the hospitality industry has time to adjust pricing strategies and marketing campaigns. But if the current trend continues, it could lead to discounted rates and promotional offers closer to game time, benefiting budget-conscious fans but squeezing hotel profit margins.
The report also highlights regional disparities. Hotels in major hub cities like New York and Los Angeles, where competition from other events and business travel is intense, may feel the shortfall more acutely than those in smaller host cities or near stadiums. In contrast, cities like Kansas City and Atlanta, which have strong domestic fan bases, might see steadier demand.
For fans planning to attend the 2026 World Cup, the current situation could present an opportunity. Lower-than-expected hotel demand may lead to more availability and potentially lower prices, especially in the months leading up to the tournament. However, travelers are advised to book early to secure desirable locations and avoid last-minute price surges that often accompany major events.
As the countdown to the 2026 World Cup continues, all eyes will be on booking trends. The AHLA will likely release follow-up reports, giving the industry and organizers a clearer picture of whether current expectations are too pessimistic or merely reflective of an early lag. For now, the message from America’s hoteliers is clear: the road to 2026 has not yet delivered the promised reservation boom.
Based on reporting from Foot - actualités, mercato, info & vidéo en continu.