US hotel owners expected a World Cup boom - so far it hasn't happened

May 15, 2026

Despite visible excitement about the upcoming World Cup in US host cities through billboards and merchandise, hotels are experiencing surprisingly weak bookings compared to the previous year. The American Hotel and Lodging Association reports that 80% of hotels in host cities are seeing lower-than-expected demand, with many describing the tournament as a "non-event" and bookings tracking below typical summer levels. Industry representatives attribute the disappointing numbers to multiple factors including the current political climate with immigration enforcement actions, rising costs of living due to the US-Israel-Iran war, and exceptionally expensive ticket prices that reach over $30,000 for finals seats.

Who is affected

Hotel owners and managers in World Cup host cities (Kansas City, Houston, Miami, New York, Atlanta, and New Jersey)
The American Hotel and Lodging Association (AHLA) and its tens of thousands of member hotels
Deidre Mathis, owner of Wanderstay Boutique Hotel in Houston
Stephen Jenkins, manager of the Fontaine Hotel in Kansas City, Missouri
Manuel Deisen, general manager of InterContinental Buckhead Atlanta
International fans planning to attend the tournament, particularly Scottish fans (Tartan Army)
Local residents in host cities, especially in Mexico where average salaries cannot afford tickets
FIFA and Gianni Infantino (FIFA president)
The US government and White House

What action is being taken

Immigration and Customs Enforcement (ICE) agents are carrying out immigration raids in cities across the country
Hotels are displaying World Cup signage and selling tournament-themed merchandise
The Fontaine Hotel is hosting a "Culinary Cup" with country-themed meals
Hotels are planning to show games and host football-themed events
The White House has established a World Cup taskforce
The White House is exempting football fans from 50 countries from paying a $15,000 visa deposit (for those with valid match tickets)

Why it matters

This situation matters because it represents a significant economic disappointment for the hospitality industry that had anticipated a major financial windfall from hosting one of the world's largest sporting events. The unexpectedly low hotel bookings suggest that multiple factors—including political instability, high costs, and expensive tickets—are deterring international visitors from attending, which could have broader implications for the US economy and the success of future international sporting events hosted in the country. The lackluster response also raises questions about accessibility and affordability in modern international sports tournaments, particularly when ticket prices reach levels that exclude average fans and even locals in host countries like Mexico.

What's next

Hotel owners are hoping for a last-minute pickup in bookings as fans wait to confirm their teams' match locations
Deidre Mathis urged FIFA to drop ticket prices
Mathis called for the US government to expedite visa applications for fans
Hotel managers expect to see "much more of an uptick as the matches approach"

Read full article from source: BBC