US hotel owners expected a World Cup boom – so far it hasn’t happened

US hotel owners expected a World – Strolling through the streets of Kansas City, Houston, Miami, and New York, one might think the World Cup is already here. Billboards plaster the cityscape, and storefronts are adorned with tournament-related signage. Yet, for hoteliers, the excitement seems muted. Industry insiders report that most accommodations in host cities are seeing fewer reservations than during the same period last year, and many express disappointment with the lack of momentum. This discrepancy between public anticipation and private bookings has raised questions about the tournament’s impact on the hospitality sector.

Hoteliers’ Dismay

Deidre Mathis, proprietor of the Wanderstay Boutique Hotel in Houston, Texas, voiced frustration over the slow response. “We were sold on the idea that the World Cup would be a major draw, something people had been discussing for years,” she said. When the hotel’s booking calendar showed a lack of full occupancy in February, March, and April, Mathis was left puzzled. “It’s not just us in Houston—it’s across the board. We’re stuck wondering why the turnout isn’t happening.”

“So when we looked at our calendar and saw in February, March and April that we still weren’t sold out [for the tournament]—and it’s not just us in Houston, but it’s all over—we were left sitting here just very confused,” she told the BBC.

The Wanderstay is located a mile from the Houston fan zone and a brief drive from the stadium hosting the city’s matches. Currently, the hotel operates at 45% capacity during the tournament, compared to 70% in the same timeframe last year. Mathis attributes the sluggish bookings to a combination of factors, including the political climate during Donald Trump’s second term and the rising cost of living exacerbated by the US-Israel conflict in Iran. She also cites the exorbitant prices of World Cup tickets as a key deterrent.

Factors Undermining the Boom

Even Trump, a vocal backer of the World Cup and FIFA president Gianni Infantino, acknowledged the ticket prices were too steep. “I wouldn’t pay it either,” he remarked when asked about the costs. Resale tickets for the final at MetLife Stadium in New Jersey have reportedly reached over $2 million, with official prices topping $32,970. These figures highlight a growing disconnect between the tournament’s global appeal and its local economic impact.

Mathis argues that the political climate, particularly immigration raids by ICE agents, has dampened enthusiasm among potential visitors. The rising cost of living, compounded by inflation and economic uncertainty, has also made travel a less attractive proposition. Meanwhile, the high ticket prices for World Cup matches are seen as a major barrier, especially for fans from lower-income backgrounds. “There’s no fairness in football anymore, but $1,000 for Scotland v Haiti tickets—that is scandalous,” said Hamish Husband, a fan of the Scottish national team.

AHLA’s Findings

The American Hotel and Lodging Association (AHLA), which represents thousands of hotels across the country, reported that eight out of 10 host-city properties are experiencing lower demand than expected. According to the organization’s survey, many operators described the tournament as a “non-event” and noted that bookings are lagging compared to a typical summer season. AHLA president Rosanna Maietta attributed this trend to the ongoing geopolitical tensions and the uncertainty surrounding the tournament’s schedule.

“The war in Iran is partly to blame, but some fans are waiting for clarity on where their team will be playing before committing to travel,” Maietta said.

Despite these challenges, the tournament’s potential to boost the hospitality sector remains a topic of debate. While hoteliers face declining occupancy rates, the event continues to draw international attention, particularly from fans who are willing to invest heavily in the experience. For instance, Hamish Husband, a member of the Tartan Army, is prepared to spend up to £10,000 on his journey to the US to support Scotland’s campaign. He and his brother are staying in hotels throughout the competition, and their final expenses will depend on how far Scotland progresses.

Tartan Army’s Perspective

Husband emphasized that the rare Scottish appearance at the World Cup has energized a wave of fans, many of whom are traveling despite financial concerns. “The main issue is the astronomical ticket prices FIFA has imposed,” he explained. While the tournament has not yet translated into widespread hotel bookings, it has certainly sparked fervor among loyal supporters. The Tartan Army, known for their vibrant displays of Scottish culture, was a standout feature of the Euro 2024 tournament in Germany, where they captivated audiences with their energy as they traversed from Munich to Cologne to Stuttgart.

However, the financial burden of attending the World Cup has raised concerns. In Mexico, where average salaries are lower, many fans struggle to afford match tickets. Husband praised Canada’s efforts to limit ticket resale costs, which he believes could help make the event more accessible. “If the pricing were fair, we’d be even more excited,” he said, underscoring the gap between the tournament’s global reach and its local affordability.

The Road Ahead

Stephen Jenkins, who manages the Fontaine Hotel in Kansas City, Missouri, echoed the sentiment of many in the industry. “We’re in a very similar situation to this time last year,” he said. The hotel, like others, had anticipated a surge in bookings due to the “once-in-a-lifetime” nature of the event, but so far, the results have been underwhelming. Jenkins noted a small increase in reservations after the fixture schedule was released, but he remains hopeful for a stronger turnout in the coming weeks.

“We’re not seeing the pick-up we had anticipated,” Jenkins said. “It’s been a letdown so far.”

As the tournament progresses, hoteliers are watching for signs of improvement. Mathis hopes that adjustments in ticket pricing and streamlined visa processes will reignite interest. “If FIFA can lower the costs and the US government can speed up applications, we might just turn things around,” she added. Meanwhile, the broader question remains: can the World Cup still deliver on its promises, or has the combination of political and economic factors already shifted the narrative?

For now, the hospitality sector in the US continues to navigate a mixed landscape. While the tournament’s cultural impact is undeniable, its economic benefits remain uncertain. As the final approaches, the focus will be on whether these challenges can be overcome or if the World Cup’s boom has already passed.