U.S. hotels are calling the World Cup a ‘non-event’ and 80% warn bookings are falling short of expectations, report finds

Last year, FIFA president Gianni Infantino hailed the upcoming World Cup as the equivalent of “104 Super Bowls,” quantifying just how big the sport known as football worldwide is—or, at least in comparison to America’s football version. With the average Super Bowl getting 125.6 million views annually, Infantino expects the World Cup to attract the equivalent viewership of three Super Bowls a day for all 39 days of the competition. FIFA predicts games would touch six billion viewers globally, and expects the influx of travelers and tourism will help contribute to a projected $30.5 billion economic windfall for the three host countries of the U.S, Mexico and Canada. The U.S. hospitality industry, however, is skeptical of the event’s money-making promises. Of more than 200 hotels surveyed across the 11 U.S. host cities, nearly 80% said hotel bookings are tracking below initial forecasts, a new report from the American Hotel and Lodging Association (AHLA) found. Though FIFA data shows more than five million tickets have already been booked for the event, “indicators suggest the anticipated economic lift may fall short of expectations,” the report said. Most respondents noted trouble with overseas visitors obtaining visas, in addition to other geopolitical challenges, as the primary factors slowing down travel demand. Other U.S. hotels said FIFA created “an artificial early demand signal” with an overcommitment to hotel blocks. In March, FIFA exercised an opt-out clause in its contract and cancelled thousands of hotel rooms in all 16 of the World Cup host cities, including Philadelphia and Dallas, to accommodate shifting demand. According to a FIFA spokesperson, the organization’s accommodations team worked closely with hotels to adjust room blocks, including on rates and room types. “All room releases were conducted in line with contractually agreed timelines with hotel partners—a standard practice for an event of this scale,” the spokesperson said in a statement