Walking through cities such as Kansas City, Houston, Miami and New York, it is clear that the World Cup is approaching. Billboards line major roads, bars have put up promotional signs, and shops are already selling tournament-themed merchandise.
But behind the public excitement, many hotel operators say the reality looks more subdued.
Industry figures report that most hotels in World Cup host cities are seeing bookings lower than they were at this time last year. Several hoteliers who spoke to the BBC said demand has been weaker than expected so far.
“We were sold this expectation the World Cup would be a big phenomenon, people have been talking about it for years,” said Deidre Mathis, owner of the Wanderstay Boutique Hotel in Houston, Texas.
“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 is not just us in Houston, but it’s all over – we were left sitting here just very confused,” she told the BBC.
The Wanderstay Boutique Hotel is located about a mile from Houston’s fan zone and a short drive from the stadium hosting matches in the city. Mathis said the hotel is currently about 45% booked for the tournament period, compared with 70% at the same time last year.
Mathis pointed to what she described as the “political climate” during US President Donald Trump’s second term, highlighting immigration enforcement actions by Immigration and Customs Enforcement (ICE) across major US cities.
She also cited rising living costs following the US-Israel conflict involving Iran, alongside what she called “phenomenally” high World Cup ticket prices as key factors affecting fan attendance.
Even Trump, a vocal supporter of both the World Cup and Gianni Infantino, has said he “wouldn’t pay it either” when asked about pricing. Official tickets for the final at New Jersey’s MetLife Stadium were reportedly priced as high as $32,970 (£24,540), while resale listings have exceeded $2 million.
“I think it’s a bunch of things, all combined into one,” Mathis said. “But it is just so unfortunate, and I am hoping that in the next four weeks, things can be turned around.”
She urged FIFA to reconsider ticket pricing and called on US authorities to speed up visa processing for fans planning to attend the tournament.
Meanwhile, the American Hotel and Lodging Association (AHLA), which represents thousands of hotels and accommodation providers across the country, said around eight in 10 hotels in host cities are seeing lower-than-expected demand. The group warned that the tournament has yet to deliver a significant boost in bookings.
In a survey conducted by the AHLA, many respondents described the World Cup as a “non-event,” with most reporting booking levels below a typical summer period.
AHLA president and chief executive Rosanna Maietta told the BBC that wider global tensions, including the situation involving Iran, may be contributing to the slowdown. She also noted that some fans may be delaying travel plans until they know where their teams will be playing.
In contrast, Airbnb said the tournament is expected to become the “biggest hosting event” in its history.
Hamish Husband, representing the Association of Tartan Army Clubs, says he expects to spend up to £10,000 travelling across the United States to follow Scotland during the tournament. He and his brother plan to stay in hotels throughout the competition, with the total cost largely depending on how far Scotland progress.
He said Scotland’s rare qualification for the World Cup has encouraged many supporters to make the trip, despite concerns about rising costs. His biggest concern, he said, is what he described as “outrageous ticket pricing” set by FIFA.
“There is no fairness in football anymore, but $1,000 for Scotland v Haiti tickets – that is scandalous,” he told the BBC.
Husband added that in countries like Mexico, many local fans on average incomes would struggle to afford match tickets, and he praised Canada’s efforts to clamp down on excessive ticket resale prices.
The Scottish supporters, known as the Tartan Army, were one of the standout fan groups at UEFA Euro 2024 in Germany, earning widespread praise for their singing, travelling support, and lively atmosphere across cities including Munich, Cologne, and Stuttgart.
Stephen Jenkins, who manages the Fontaine Hotel in Kansas City, Missouri, told the BBC that bookings are currently tracking at a similar level to the same period last year.
“We are not seeing the pick-up we had anticipated,” he said, adding that expectations had been high given the “once-in-a-lifetime experience” of the World Cup coming to the city.
However, Jenkins noted a modest increase in bookings following the release of the match schedule and said he expects stronger demand as the tournament draws closer.
He also stressed the importance of local events tied to the competition, saying the fan festival could prove to be a “difference maker” for hospitality businesses.
The Fontaine Hotel is also leaning into the tournament atmosphere with its own “Culinary Cup,” offering guests themed menus inspired by the national teams playing in Kansas City.
With Argentina set to play in the city next month, Jenkins said football superstar Lionel Messi has yet to generate the same level of demand seen during Taylor Swift’s Eras Tour stop in 2023.
While he noted the comparison is not entirely fair due to the different nature of the events, he said Swift’s visit was a “city-wide sellout type of event” that filled hotels and venues across Kansas City.
Manuel Deisen, general manager of the InterContinental Buckhead Atlanta, told the BBC that booking enquiries for the upcoming tournament are currently running below typical levels.
“The volume of enquiries and bookings we’re seeing is tracking lower to typical periods,” he said, adding, “It’s not quite what we had hoped for.”
Despite this, Deisen said there is still strong enthusiasm for the event and expects a surge in last-minute bookings as fans finalise their travel plans.
The hotel is also preparing to capitalise on the tournament by making it a central feature of its summer programme, with plans to screen matches and host football-themed events for both travelling supporters and local fans throughout the competition.
The organising body, FIFA, said demand for the tournament has been “unprecedented,” noting that more than five million tickets have already been sold. A spokesperson told the BBC that “excitement continues to build for the largest sporting event on the planet.”
The spokesperson also dismissed concerns about ticket pricing, saying some tickets were available for as low as $60, while higher-priced categories were intended to discourage resale market profiteering.
In preparation for the tournament, the White House has set up a World Cup taskforce to coordinate logistics and ensure smooth operations. As part of the arrangements, football fans from 50 countries will be exempt from a $15,000 visa application deposit, provided they can show valid match tickets.