As the 2026 FIFA World Cup draws near, visible preparations are popping up across host cities across the United States – from towering highway billboards to tournament-themed decor in downtown bars and shops stocked with branded merchandise. But behind the public fanfare, one key sector of the hospitality industry is sounding the alarm: traditional hoteliers across host cities are reporting far lower booking volumes than initially projected, leaving many independent and chain property owners underwhelmed years after they were promised a once-in-a-generation economic boom.
Deidre Mathis, owner of Houston’s Wanderstay Boutique Hotel, sits just one mile from the city’s official fan zone and a short drive from the stadium that will host World Cup matches. For the tournament period, her property is only 45% booked, compared to 70% capacity during the same window last year. She told the BBC that the industry spent years being sold on the idea that the World Cup would drive unprecedented demand, leaving hoteliers confused when bookings failed to materialize months ahead of kickoff. “We were sold this expectation the World Cup would be a big phenomenon, people have been talking about it for years,” Mathis said. “So when we looked at our calendar and saw in February, March and April that we still weren’t sold out for the tournament – and it is not just us in Houston, but it’s all over – we were left sitting here just very confused.”
Mathis points to a confluence of factors dragging down demand, starting with a tense political climate marked by increased immigration enforcement by US Immigration and Customs Enforcement under the second Trump administration, which she says has deterred international fans from planning trips. She also cites soaring cost of living pressures spurred by regional conflict tied to the US-Israel standoff in Iran, plus exorbitant match ticket prices that have put the tournament out of reach for many fans. Even former president and vocal World Cup supporter Donald Trump has acknowledged the sticker shock, saying he “wouldn’t pay it either” when asked about current pricing. Official tickets for the World Cup final at New Jersey’s MetLife Stadium top out at $32,970, with some resale listings exceeding $2 million. Mathis has called on FIFA to slash ticket prices and urged the US government to speed up visa processing for international fans to reverse the trend. “But it is just so unfortunate, and I am hoping that in the next four weeks, things can be turned around,” she said.
Data from the American Hotel and Lodging Association (AHLA), which represents more than 100,000 properties ranging from global chains to small independent bed and breakfasts, backs up these on-the-ground reports. The trade group found that 80% of hotels in host cities are seeing lower demand than expected, with the tournament failing to translate into the projected booking boom. In the organization’s survey, many hoteliers even described the tournament as a “non-event” so far, with a majority reporting bookings are running below typical summer season levels. AHLA CEO Rosanna Maietta told the BBC that regional conflict in Iran is a contributing factor, but noted that some fans may be delaying accommodation bookings until their national teams confirm their fixture locations and advancement in the tournament.
In contrast to the hotel industry’s slow start, home-sharing platform Airbnb has positioned the 2026 World Cup as the “biggest hosting event” in its company history, suggesting fans are shifting to alternative accommodation options to cut costs.
For traveling international fans, sticker shock for tickets remains the top complaint. Hamish Husband, a representative of the Association of Tartan Army Clubs who is traveling from the UK to watch Scotland compete, says he expects to spend upwards of £10,000 on his trip, even with cost cutting. He notes that despite Scotland’s rare qualification for the tournament, which has motivated diehard fans to make the trip regardless of cost, exorbitant ticket pricing remains a major point of contention. “the outrageous ticket pricing Fifa has enforced on fans,” he said. “There is no fairness in football anymore, but $1,000 for Scotland v Haiti tickets – that is scandalous.” Husband added that low- and middle-income locals in co-host Mexico would be unable to afford tickets at current prices, and praised Canadian regulators for cracking down on predatory resale pricing.
Many hoteliers are still holding out hope for a last-minute booking surge ahead of kickoff. Stephen Jenkins, general manager of Kansas City’s Fontaine Hotel, says his property’s booking numbers are roughly on par with last year, but still far lower than the boom his team anticipated when the city was selected as a host. “We are not seeing the pick-up we had anticipated,” Jenkins said, noting that his team has launched a range of World Cup-themed initiatives, including a “Culinary Cup” that serves country-specific menus matching the teams playing in Kansas City. Jenkins saw a small uptick in bookings after the official fixture list was released, and is expecting demand to spike closer to the tournament. He even compared the expected boom to Taylor Swift’s 2023 Eras Tour stop in the city, which completely sold out all hotel accommodation across Kansas City – though he acknowledged the comparison is not perfect, given the World Cup’s weeks-long schedule. So far, however, even soccer superstar Lionel Messi, who is scheduled to play in Kansas City with Argentina, has not driven the same booking surge that Swift did.
Manuel Deisen, general manager of the InterContinental Buckhead Atlanta, echoed that sentiment, telling the BBC that “the volume of enquiries and bookings we’re seeing is tracking lower to typical periods. It’s not quite what we had hoped for.” Still, Deisen said his team has observed “incredible enthusiasm” for the tournament among fans, and is also betting on a last-minute rush of bookings as kickoff approaches. The property is also planning a full slate of World Cup watch parties and fan events to draw both traveling and local guests throughout the tournament.
FIFA has pushed back against criticism of its ticketing strategy, telling the BBC that overall demand for the tournament has been “unprecedented”, with more than five million tickets sold to date. “Excitement continues to build for the largest sporting event on the planet,” a FIFA spokesperson said. The organization also defended its pricing, noting that some tickets are available for as low as $60, and higher price points are intentionally set to reduce predatory profiteering on secondary resale markets.
To support the tournament, the White House has launched a dedicated World Cup task force to streamline operations, and has waived the $15,000 visa application deposit for fans from 50 countries who can provide proof of valid match tickets, in a move to boost international attendance.