Summary

A report by the American Hotel & Lodging Association (AHLA) says hotel bookings for the 2026 FIFA World Cup are below expectations across most US host cities, despite FIFA stating that more than five million tickets have been sold. The AHLA argues that FIFA’s large room blocks “manufactured artificial demand,” contributed to price spikes, and were later followed by large cancellations, leaving excess availability.

FIFA disputes the accusation and says room releases were in line with agreed timelines. Hotels also cite high ticket prices, transport and tax costs, and the political backdrop as additional demand headwinds.

Key Insights

• Room blocks can distort demand signals Large event blocks can inflate prices and mask true fan booking behavior until late in the cycle.
• Price sensitivity is constraining conversion Even after declines, hotel rates in some markets remain above many fans’ lodging budgets, pushing stays outward.
• STR substitution is material Airbnb expects the World Cup to be its biggest-ever hosting event, underscoring channel shift risk.
• Timing uncertainty is driving late booking Fans waiting on ticket allocations and schedules may compress booking windows and shift demand to short notice.

Implications & Actions for Destination Organisations

• Build ‘real demand’ dashboards for mega-events Track pickup vs. blocks, ADR/occupancy by submarket, STR availability, and airline capacity signals.
• Coordinate pricing and availability messaging Align hotels and platforms to avoid overpricing early and to recover conversion as schedules firm up.
• Plan for dispersed lodging patterns Prepare transport, wayfinding, and visitor services for fans staying 45–60 minutes outside city centers.
• Use flexible inventory strategies Design room-block policies that reduce false scarcity and allow more accurate forecasting.
• Scenario-plan for knockout-round surges Expect spikes tied to team progress and support last-minute booking readiness.