The World Cup Starts in Nine Days — Here's What U.S. Hotels Are Actually Seeing in Bookings

The 2026 FIFA World Cup kicks off on June 11 across 16 North American cities, and the hotel industry's mood can be summed up in three words from the American Hotel & Lodging Association: "We're holding our breath."

A recent AHLA report found that U.S. hotel bookings for the tournament are tracking below initial forecasts. Two-thirds of New York City hoteliers reported softer-than-expected pace, while 70% of Dallas and Houston operators said bookings look broadly in line with a normal summer. Some hoteliers have started calling it a "non-event" after FIFA cancelled thousands of reserved hotel rooms across all U.S. host cities in March.

Still, the numbers tell a more nuanced story. CoStar projects host-city RevPAR growth of nearly 13% year over year during June and July, driven largely by higher average daily rates rather than a surge in occupancy. New York specifically could see RevPAR climb 16%, with ADR up roughly 14%.

The broader U.S. hotel industry expects a more modest 1.7% RevPAR bump from the event. An estimated 1.24 million international visitors are expected, and they typically spend 1.7 times more than regular international tourists.

But barriers remain. Visa issues, geopolitical concerns, and rising travel costs are dampening international demand. Some potential visitors worry about social media screening at the border, though industry leaders say those fears are largely overblown.

The real opportunity may be in secondary markets. Fort Worth is seeing five times more demand than Dallas, with traveler intent up 175%. Kansas City leads all host cities with intent up 135%. Hotels in these spillover markets are benefiting from travelers seeking better pricing and availability near match venues.

Industry leaders recommend focusing on food and beverage revenue from World Cup-themed events rather than aggressive room-rate hikes that could push guests toward short-term rental alternatives.