World Cup Atmosphere Visible but Hotel Bookings Lag
Walking the streets of Kansas City, Houston, Miami, and New York, it is evident that the World Cup is approaching. Billboards are widespread, bars display signs, and stores are producing tournament-themed merchandise.
However, for hoteliers reviewing their booking systems, the excitement appears subdued.
The industry association reports that most hotels in World Cup host cities are experiencing bookings lower than at the same time last year. Hoteliers who spoke to the BBC expressed disappointment with current demand.
"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 is located about a mile on foot from the Houston fan zone and a short drive from the stadium hosting Houston's matches. Currently, it is at 45% capacity for the tournament period, compared with 70% for the same time last year, Mathis said.
Mathis attributed the low bookings to the "political climate" during US President Donald Trump's second term, particularly immigration raids conducted by Immigration and Customs Enforcement (ICE) agents in cities nationwide.
She also cited the rising cost of living following the US-Israel conflict in Iran and the "phenomenally" high ticket prices for World Cup matches.
Even Trump, a known supporter of both the World Cup and FIFA president Gianni Infantino, acknowledged he "wouldn't pay it either" when questioned about ticket prices. Official tickets for the final at New Jersey's MetLife Stadium were offered at up to $32,970 (£24,540), while resale tickets have been listed for more than $2 million.
"So 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."
Mathis urged FIFA to reduce ticket prices and called on the US government to expedite visa applications for fans planning to attend.
Industry Reports Lower Than Expected Demand
The American Hotel and Lodging Association (AHLA), representing thousands of clients from major hotel chains to independent B&Bs, found that eight in ten hotels in host cities are experiencing lower demand than expected. The association warned that the tournament has not translated into strong bookings.
In an AHLA survey, many respondents described the tournament as a "non-event," and a majority reported bookings tracking below typical summer levels.
AHLA president and chief executive Rosanna Maietta told the BBC that the war in Iran was partly responsible. She also suggested some fans may be delaying bookings until they know where their teams will play.
In contrast, Airbnb stated that the World Cup is set to be "the biggest hosting event" in its history.
Scottish Fans Prepare Despite High Costs
Hamish Husband, from the Association of Tartan Army Clubs, plans to spend up to £10,000 traveling to the US to follow Scotland's progress in the tournament. He and his brother will stay in hotels throughout the competition, with the total cost depending on Scotland's advancement.
He said the rare Scottish appearance at the World Cup has encouraged many fans to travel despite cost concerns, the main one being "the outrageous ticket pricing FIFA has enforced on fans."
"There is no fairness in football anymore, but $1,000 for Scotland v Haiti tickets - that is scandalous," he told the BBC.
Husband noted that in Mexico, locals earning average salaries would be unable to afford tickets to the games. He praised Canada's efforts to limit exorbitant ticket resale prices.
The Tartan Army, as traveling Scottish fans are called, became a highlight of the UEFA Euro 2024 tournament in Germany, where they were beloved by locals for singing and dancing as they traveled from Munich to Cologne to Stuttgart.
Kansas City Hotel Manager Sees Slow Uptick
Stephen Jenkins, manager of the Fontaine Hotel in Kansas City, Missouri, told the BBC that bookings are "in a very similar spot" compared to this time last year.
"We are not seeing the pick-up we had anticipated,"said Jenkins, who is making extensive preparations for the World Cup. He had expected a surge due to the "once-in-a-lifetime experience" of hosting the tournament but has been disappointed so far.
However, Jenkins noted a small increase in bookings following the announcement of the fixture schedule and expects a more significant rise as matches approach.
Highlighting the reliance of local businesses on the tournament's success, Jenkins said the fan festival would be "a difference maker."
The Fontaine Hotel is hosting a "Culinary Cup," offering guests country-themed meals corresponding to the teams playing in Kansas City.
With Argentina scheduled to play in the city next month, Jenkins observed that superstar Lionel Messi has not yet drawn the same crowd pull as pop star Taylor Swift, whose 2023 Eras tour was a city-wide sellout.
While not a "fair comparison" due to the compressed schedule compared to the World Cup, Swift's visit was "a city-wide sellout type of event," Jenkins said.
Atlanta Hotel Also Reports Lower Bookings
Manuel Deisen, general manager of InterContinental Buckhead Atlanta, told the BBC that the "volume of enquiries and bookings we're seeing is tracking lower to typical periods."
"It's not quite what we had hoped for,"he added.
Deisen noted "incredible enthusiasm" for the tournament and anticipates a last-minute surge as fans finalize plans.
The hotel is incorporating the World Cup into its summer programming, planning to show games and host football-themed events for both traveling and local fans throughout the competition.
FIFA and Government Responses
FIFA stated that demand for the tournament has been "unprecedented," with more than five million tickets sold. A spokesperson told the BBC, "Excitement continues to build for the largest sporting event on the planet."
The spokesperson responded to claims of overpriced tickets, noting that some tickets have been sold for as little as $60, while higher-priced tickets are intended to deter profiteering on resale markets.
The White House has established a World Cup taskforce to ensure the tournament runs smoothly. As part of preparations, it has exempted football fans from 50 countries from paying a $15,000 deposit when applying for visas if they can present valid match tickets.
