GOOD DAY, READERS.
Hotels came into 2026 expecting the World Cup to deliver a major booking boom. Results so far have fallen below expectations, but operators say there is still time for a last-minute booking surge, writes Bailey Schulz.
Hotels hiked prices and set minimum-stay requirements in anticipation of the tournament, only to face what one executive called a "reality check associated with the lack of demand." The hope now is that bookings will pick up across the 16 host cities in the U.S., Mexico, and Canada once fans know which teams are advancing deep into the tournament.
But concerns over U.S. entry policies — with fans, players, journalists, and team staff all reporting difficulties — are casting a shadow over the potential windfall.
Skift Global Forum
The World Cup miscalculation is the whole industry's problem in miniature: everyone is planning around forecasts that no longer hold. The CEOs of Hilton, Booking Holdings, Expedia, and Accor take the stage in NYC on September 22 to pressure-test the assumptions the rest of the industry is still betting on.
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The 2026 World Cup was supposed to be a once-in-a-generation boost for U.S. tourism. FIFA compared it to 104 Super Bowls, and hotels and hosts expected a major surge in international bookings. But for many destinations, the windfall has fallen short of expectations.
In this Travel Explained video, Skift breaks down why World Cup demand has been softer than expected in many host cities, why hotels have cut rates, and why short-term rental hosts are still waiting for a bigger wave of soccer fans. According to Skift’s reporting, domestic travelers are making up most of the demand, and that matters because overseas visitors typically spend far more than domestic ones.
High ticket prices, expensive transportation, visa delays, and broader concerns around U.S. entry policies have all made the tournament a tougher sell for international travelers. Some cities are still seeing strong results, and there is hope for a late booking surge, but so far, the World Cup has not fully lived up to the tourism hype.
PEOPLE MOVES
This week's people moves shaping the industry. Let us know about a move.
Frans Leenaars joins Norse Atlantic Airways as Chief Commercial Officer, bringing over two decades of experience from senior roles at Air France-KLM, Disney, and TUI Group.
Joe Robinson has been appointed SVP Sales, North America at TTC Tour Brands, where he will oversee trade sales strategy across the U.S. and Canada.
Seth van Straten steps into the role of Vice President of Network Planning & Mainport Strategy at KLM, a senior appointment overseeing the airline's network direction.
Marie Bull takes on the role of Vice President of Hotel Procurement EMEAA at IHG Hotels & Resorts, leading procurement strategy across Europe, the Middle East, Africa, and Asia.
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