Walking the streets of Kansas City, Houston, Miami, and New York, the impending World Cup is evident. Billboards are everywhere, signs adorn bars, and stores are filled with tournament-themed merchandise.
However, for hoteliers monitoring their booking systems, the anticipated buzz has been more of a whisper. The industry body reports that most hotels in World Cup host cities are experiencing lower bookings compared to this time last year, with many expressing disappointment.
Hotel Owners Express Confusion
Deidre Mathis, owner of the Wanderstay Boutique Hotel in Houston, Texas, shared her confusion: “We were sold this expectation that the World Cup would be a huge phenomenon, something people have been discussing for years.” She added, “When we checked our calendar in February, March, and April and saw we still weren’t sold out for the tournament – and this isn’t just in Houston, but widespread – we were left very confused.” Her hotel, located a mile from the Houston fan zone and a short drive from the stadium, is currently at 45% capacity for the tournament period, a notable drop from 70% last year.
Mathis attributed the lower demand to several factors, including the “political climate” during former US President Donald Trump’s second term, particularly immigration enforcement actions. She also cited rising global living costs and the “phenomenally” expensive World Cup match tickets. Even former President Trump, a vocal supporter of both the World Cup and FIFA President Gianni Infantino, commented on the high prices, stating he “wouldn’t pay it either.” Official tickets for the final at New Jersey’s MetLife Stadium were listed for up to $32,970, with resale tickets exceeding $2 million. Mathis concluded, “I think it’s a combination of many factors, which is truly unfortunate, and I hope things can improve in the coming weeks.” She called on FIFA to reduce ticket prices and urged the US government to accelerate visa applications for prospective attendees.
Industry Body Reports Lower Demand
The American Hotel and Lodging Association (AHLA), representing a vast array of hotels, reported that eight out of ten hotels in host cities are experiencing lower-than-expected demand, indicating the tournament has not yet generated robust bookings. An AHLA survey revealed many describing the event as a “non-event,” with most bookings below typical summer levels. AHLA President and CEO Rosanna Maietta suggested that global geopolitical factors might be contributing, but also noted that fans might be delaying bookings until their team’s playing schedule is confirmed.
In contrast, Airbnb has declared the World Cup will be “the biggest hosting event” in its history.
Fans Criticize Ticket Prices
Hamish Husband of the Association of Tartan Army Clubs plans to spend up to £10,000 traveling to the US to support Scotland. He and his brother will stay in hotels throughout the competition, with costs varying based on Scotland’s progress. Husband highlighted that Scotland’s rare World Cup appearance motivates many fans to travel despite cost concerns, primarily “the outrageous ticket pricing FIFA has imposed on fans.” He criticized, “$1,000 for Scotland vs. Haiti tickets – that is scandalous.” He also pointed out that average-income Mexicans would struggle to afford tickets and commended Canada’s efforts to control exorbitant resale prices. The Tartan Army, as Scottish traveling fans are known, were a highlight of the UEFA Euro 2024 tournament in Germany, celebrated by locals for their vibrant presence and enthusiasm.
Hopes for Last-Minute Surge
Stephen Jenkins, manager of the Fontaine Hotel in Kansas City, Missouri, reported bookings are “in a very similar spot” to last year. He stated, “We are not seeing the pick-up we had anticipated,” despite his extensive preparations for the World Cup. Jenkins had hoped for a boom from the “once-in-a-lifetime experience” of hosting the tournament but has been disappointed. However, he noted a slight increase in bookings after the fixture schedule was released and anticipates “much more of an uptick as the matches approach.”
Highlighting local businesses’ reliance on the tournament’s success, Jenkins believes the fan festival will be “a difference maker.” The Fontaine Hotel is hosting a “Culinary Cup,” offering country-themed meals corresponding to teams playing in Kansas City. Despite Argentina’s upcoming match in the city, Jenkins observed that superstar Lionel Messi has not yet generated the same draw as pop icon Taylor Swift, whose Eras tour in 2023 led to a “city-wide sellout type of event,” though he acknowledged it’s not a “fair comparison” given the different event schedules.
Manuel Deisen, General Manager of InterContinental Buckhead Atlanta, also noted that “the volume of enquiries and bookings we’re seeing is tracking lower compared to typical periods.” He added, “It’s not quite what we had hoped for.” However, Deisen expressed “incredible enthusiasm” for the tournament and anticipates a last-minute surge in bookings as fans finalize their plans. His hotel is integrating the World Cup into its summer programming, with plans to screen games and host football-themed events for both local and visiting fans.
FIFA Defends Ticket Pricing
FIFA, however, stated that demand for the tournament has been “unprecedented,” with over five million tickets already sold. A spokesperson told the BBC, “Excitement continues to build for the largest sporting event on the planet.” The spokesperson refuted claims of overpriced tickets, noting that some have been sold for as low as $60, while higher-priced tickets are structured to deter profiteering in resale markets.
The White House has established a World Cup task force to ensure the tournament’s smooth execution. As part of these preparations, football fans from 50 countries are exempt from paying a $15,000 visa deposit if they can present valid match tickets.
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