Hotel owners expected a World Cup boom – so far it hasn’t happened
Hotel Owners Expected a World Cup Boom – So Far It Hasn’t Happened
Hotel owners expected a World Cup boom – As the World Cup approaches, cities across the United States such as Kansas City, Houston, Miami, and New York are adorned with billboards, festive banners, and promotional displays in every public space. The atmosphere is charged with anticipation, as residents and visitors alike prepare for the global spectacle. Yet, for hoteliers in these host cities, the promised surge in demand remains elusive. Industry representatives report that most accommodations are still operating at below-average occupancy rates, raising questions about whether the tournament has truly captured the public’s imagination.
Deidre Mathis, owner of the Wanderstay Boutique Hotel in Houston, Texas, expressed disappointment in a recent conversation with the BBC. “We were sold on the idea that the World Cup would be a massive event, something people have been talking about for years,” she said. “But when we checked our booking calendar and saw that we hadn’t reached full capacity by February, March, or April—this wasn’t just us, it was widespread—we were left scratching our heads.” The hotel, located within walking distance of Houston’s fan zone and a short drive from the stadium hosting the city’s matches, currently operates at 45% capacity for the tournament period, compared to 70% at the same time last year. Mathis attributes this disparity to a combination of factors, including the political climate during Donald Trump’s second term and the rising cost of living, which has been exacerbated by the ongoing US-Israel conflict in Iran.
“There’s no fairness in football anymore, but $1,000 for Scotland v Haiti tickets—scandalous,”
Hamish Husband, a member of the Association of Tartan Army Clubs, added. His group of Scottish fans, known for their vibrant support, is planning an extensive trip to the US, with travel expenses reaching up to £10,000. Despite the high costs, Husband and his brother are staying in hotels for the duration of the tournament, and their final bill will depend on how far Scotland progresses. He highlighted that the rare Scottish presence at the World Cup has driven many fans to travel, but the inflated ticket prices have been a major concern. For instance, tickets for the final at New Jersey’s MetLife Stadium were initially priced at up to $32,970, while resale tickets have reached over $2 million in some cases.
The American Hotel and Lodging Association (AHLA), which represents thousands of hotels nationwide, has noted a similar trend. According to their survey, eight out of 10 hotels in host cities are experiencing bookings that fall short of projections. Maietta, the AHLA president and CEO, pointed to the war in Iran as a contributing factor, though she acknowledged that some fans might be waiting for confirmation of match locations before committing to travel. “Uncertainty about where the teams will play has slowed bookings,” she explained. “Even with the excitement of the tournament, people are hesitant to spend without clarity.”
In contrast to the hotel sector’s struggles, Airbnb has positioned the World Cup as its most significant hosting event to date. The platform reported a surge in interest, with fans from around the globe opting for unique stays rather than traditional hotels. For the Tartan Army, a community of Scottish supporters, the event has been a blend of excitement and challenge. Husband noted that their group’s enthusiasm for the tournament mirrors their vibrant presence at previous competitions, such as the Uefa Euro 2024 in Germany, where they made headlines for their energetic displays. “We’ve been part of the spectacle before, but this year’s ticket prices are making it harder for fans to enjoy the experience fully,” he said.
While the tournament’s economic impact remains uncertain, Mathis remains hopeful that the situation will improve. “I think it’s a mix of factors, all colliding at once,” she admitted. “But I’m optimistic that things will turn around in the next four weeks.” Her call to action includes urging FIFA to lower ticket prices and for the US government to streamline visa processes for international fans. For many hoteliers, these measures could be crucial in attracting the crowds needed to sustain the event’s economic promise.
Jenkins, who manages the Fontaine Hotel in Kansas City, Missouri, echoed similar sentiments. “We’re in a very similar position to this time last year,” he told the BBC. “The World Cup was supposed to be a once-in-a-lifetime opportunity for visitors, but so far, the pickup has been modest.” Although he had anticipated a significant increase in bookings, the lack of substantial growth has left him puzzled. However, Jenkins noted a slight uptick when the fixture schedule was first announced, suggesting that the tournament’s success might hinge on further details and promotions.
Despite the challenges, the World Cup continues to generate global interest, with fans willing to travel long distances for the chance to experience the games. For those like Husband, the tournament is not just about the matches but also about the shared excitement of being part of a historic event. As the dates draw closer, the hope is that the hype will translate into tangible results, both for the host cities and the fans who are eager to see their teams compete on the world stage. Until then, hoteliers remain on edge, balancing their expectations with the realities of a market that has yet to fully embrace the World Cup’s potential.