As the countdown to the upcoming World Cup continues, cities across the United States such as Kansas City, Houston, Miami and New York are visibly embracing the tournament spirit. Streets are increasingly decorated with promotional billboards, bars are displaying tournament-themed signage, and shops are stocking up on World Cup merchandise. Despite this growing public enthusiasm, the hospitality sector appears to be experiencing a very different reality, with hotel bookings falling short of expectations.
Industry representatives and hotel owners in multiple host cities have reported that reservations for the tournament period are currently lower than they were at the same point last year. Many in the sector say that while anticipation for the event has been building for years, it has not yet translated into strong demand for accommodation.
In Houston, Deidre Mathis, owner of the Wanderstay Boutique Hotel, expressed surprise at the current situation. She noted that expectations had been extremely high given the scale of the tournament and the city’s proximity to key venues. Her hotel is located roughly a mile from the designated fan zone and a short drive from the stadium hosting matches. However, she revealed that occupancy during the tournament period is currently at around 45 percent, compared with approximately 70 percent during the same time last year. She described widespread confusion among hoteliers who had anticipated a major surge in bookings.
Mathis attributed the weak demand to a combination of factors, including the prevailing political climate in the United States, particularly immigration enforcement operations carried out in several cities. She also pointed to broader economic pressures and rising living costs, as well as the extremely high price of World Cup tickets, which she believes is discouraging both domestic and international fans from committing to travel plans. Even public figures, including US President Donald Trump, have commented on the steep pricing, with tickets for the final reportedly reaching nearly $33,000 at official levels and resale prices climbing into the millions.
The American Hotel and Lodging Association has echoed concerns raised by individual hoteliers, reporting that a significant majority of hotels in host cities are seeing weaker-than-expected demand. In a recent industry survey, many respondents described the tournament’s impact on bookings as underwhelming, with some even referring to it as a “non-event” in terms of business impact so far. The association also suggested that uncertainty around match schedules and team placements may be causing some fans to delay reservations.
However, the short-term rental sector appears more optimistic. Airbnb has described the tournament as potentially the largest hosting event in its history, signalling contrasting expectations between different segments of the accommodation industry.
Meanwhile, dedicated fans remain committed to attending despite the financial burden. Supporters such as Hamish Husband of the Association of Tartan Army Clubs are expected to travel extensively, with some spending thousands of pounds to follow their teams. However, even passionate fans have voiced frustration over what they describe as excessively high ticket prices, arguing that access to matches has become increasingly unaffordable for ordinary supporters.
While enthusiasm for the tournament is clearly visible in public spaces across American cities, the hospitality industry continues to wait for that excitement to translate into stronger bookings in the weeks leading up to kickoff.
