The World Cup bracket has winners and losers, and so does the host city hotel game.
Match day revenue per available room (RevPAR) was up more than 40% across host markets through June 20, even as occupancy rates lagged. Kansas City's RevPAR jumped 167% during its June 16 match, while Monterrey led all host cities with a nearly 280% spike.
But the tournament's real feel-good story is what international visitors are discovering outside of the stadiums: Buc-ee's, ranch dressing, and new friends at local bars.
Hidden Valley’s vice president of marketing told CNN that tourists appear to be driving “a nice little bump” in sales. In Rhode Island, one bar owner said sales doubled from a typical June after Scottish fans swarmed.
VisitScotland is betting Americans will return the favor, and expects an uptick in visitors after the Tartan Army’s on-the-ground energy charmed its hosts.
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SKIFT PODCAST NETWORK
For years, the travel industry worried about America's image abroad.Then millions of World Cup visitors arrived and started posting videos about Waffle House, Buc-ee's, small-town hospitality, and friendly strangers.
Sarah Kopit and Seth Borko discuss why authentic travel experiences may be doing more for America's reputation than any destination marketing campaign ever could.
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