- AHLA: Hotels face challenges ahead of the 2026 World Cup.
- Visa barriers, geopolitical concerns constrain World Cup travel.
- Last-minute policies raise costs and pressure travelers.
THE HOTEL INDUSTRY faces challenges as the U.S. prepares to co-host the 2026 FIFA World Cup, according to the American Hotel & Lodging Association. Expected demand has not translated into strong hotel bookings and domestic travelers are outpacing international visitors.
AHLA’s “FIFA World Cup 2026 Hotel Outlook” identified room block cancellations, international travel barriers and rising costs as drivers of weaker hotel demand.
“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,” said Rosanna Maietta, AHLA’s president and CEO. “A range of factors have tempered early optimism, though forward indicators show there is still meaningful opportunity ahead. To fully realize that potential, the U.S. and FIFA must ensure a welcoming and seamless experience for international travelers. 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. And our message to consumers is clear: now is the time to book your hotel.”
The market-by-market report surveyed hoteliers in 11 host cities and found that 80 percent reported bookings below forecasts. Across markets, 65 to 70 percent cited visa barriers and geopolitical concerns as suppressing international demand, ranking them as the main constraint on World Cup travel.
FIFA room block overcommitment created an early demand signal that has since recalibrated, with about half of respondents reporting room block releases. Only some markets with baseline leisure demand or confirmed team base camps reported incremental uplift, about 25 to 30 percent of respondents overall.
The analysis is based on survey data from hoteliers in 11 host markets: Atlanta, Boston, Dallas, Houston, Kansas City, Los Angeles, Miami, New York City, Philadelphia, San Francisco and Seattle.
In Kansas City, about 85 to 90 percent of respondents reported booking pace below expectations, trailing a typical June or July without major events. In Los Angeles, about 65 to 70 percent reported bookings below expectations, citing visa barriers, labor costs, distance from venues and policy conditions. In New York City, about two-thirds reported softer-than-expected bookings that still track with normal summer demand; more than 60 percent cited international travel barriers and geopolitical concerns.
In Dallas and Houston, about 70 percent reported booking pace below World Cup expectations, though broadly in line with a typical June or July, indicating limited incremental lift. In Atlanta, about 50 percent reported bookings in line with or above expectations and above a typical June or July, supported by team base camps, air connectivity and diversified demand. In Miami, about 55 percent reported bookings above expectations and typical summer benchmarks, driven by World Cup-adjacent leisure demand.
In Boston, Philadelphia, San Francisco and Seattle, nearly 80 percent reported booking pace below expectations and below a typical summer, citing FIFA room releases and weak international fan travel.
Last-minute state and local policies increased costs and added pressure on travelers during a key booking window, the report found. With fragmented demand and ongoing uncertainty, many hotels recalibrated strategies or paused investments in World Cup activations, brand partnerships and temporary renovations.
The Hotel Association of New York launched an ad campaign and website highlighting New York hotels’ need to capture the FIFA World Cup’s economic potential. The ads will run on social media, streaming platforms and the web, with an initial $500,000 buy.
