SET YOUR PLAN NOW: Tips For Hoteliers to Succeed During the 2026 World Cup

The 2026 FIFA World Cup will be one of the largest sporting events ever hosted in North America, with matches spread across key cities in the United States. For hoteliers, this event offers a unique opportunity to attract a global audience and boost revenue. But success will depend on early preparation, especially in setting competitive rates and communicating effectively with visitors. This post outlines practical strategies to help hoteliers in host cities like Atlanta, Boston, Dallas, Los Angeles, New York/New Jersey, Philadelphia, San Francisco/Bay Area, and Seattle get ready for the influx of guests during the tournament.

Understanding the Scope and Timing of the 2026 World Cup

The 2026 World Cup will take place from June 11 to July 19, spanning over five weeks. This timing means hotels will experience high demand during early summer, a season that already sees increased travel in many cities. The tournament will be hosted across 16 cities in the United States, Canada, and Mexico, with the U.S. hosting the majority of matches. The U.S. cities hosting games include:

• Atlanta

• Boston

• Dallas

• Los Angeles

• New York/New Jersey

• Philadelphia

• San Francisco/Bay Area

• Seattle

  
  

Each of these cities will see a surge in visitors, including fans, media, teams, and officials. Hotels in these locations must plan carefully to maximize occupancy and revenue while providing excellent guest experiences.

CHANGE IN FORMAT DRIVES LONGER DEMAND: UNDERSTAND THE CHANGES

The shift to a 48-team format essentially transforms the World Cup from a "concentrated event" into a sustained economic season for host cities. In the past, with only 32 teams and 64 matches, the economic spike was intense but relatively brief. The 2026 expansion to 104 matches extends the tournament duration by over a week and significantly increases the "density" of visitors in each host region.

Local Economic Impacts: 32 vs. 48 Teams

• Extended "Tourism Season": The tournament now spans 39 days (up from 32). This converts short-term visitors into "temporary residents" who spend more on non-tourism services like groceries, laundry, and local retail.

• Stable Labor Demand: With more matches per city (averaging 6–8), businesses can offer consistent overtime and seasonal contracts rather than just one-off "gig" shifts.

• Higher Tax Yields: Cities like Los Angeles and Seattle project up to $100 million in direct tax revenue from hotel and sales taxes, far exceeding the returns of the smaller 32-team format.

• Local Sponsorships: For the first time, FIFA is allowing host cities to sell regional sponsorships, letting local businesses profit directly from the brand without paying global-tier prices.

• Accelerated Infrastructure: The massive match volume has forced cities to fast-track 10-year transit and airport upgrades, providing a permanent local "legacy" benefit.

Early Rate Setting to Capture Demand

Setting room rates early is critical. Waiting until the last minute can mean missing out on premium pricing opportunities or losing bookings to competitors. Here are key points to consider:

• Research Historical Data: Look at past major events in your city to understand price trends and demand spikes.

• Set Tiered Pricing: Offer different rates based on booking windows. Early bird rates can encourage advance reservations, while last-minute rates can capture late planners.

• Monitor Competitors: Keep an eye on what other hotels in your area are charging and adjust accordingly.

• Use Dynamic Pricing Tools: Technology can help adjust rates in real time based on demand, local events, and booking pace.

• Consider Length of Stay Discounts: Encourage longer stays by offering discounts for guests booking multiple nights, especially around match days.

  
  

By locking in rates early, hotels can secure steady bookings and avoid the scramble that often happens as the event approaches.

Enhancing Guest Communication for a Seamless Experience

Visitors attending the World Cup will come from all over the world, many unfamiliar with the host cities. Clear, timely communication can improve guest satisfaction and reduce confusion. Consider these strategies:

• Multilingual Support: Provide information in multiple languages, especially English, Spanish, and French, to accommodate international visitors.

• Pre-Arrival Information: Send emails or messages with details about transportation options, match schedules, and local attractions.

• Match Day Tips: Share advice on traffic, security checks, and stadium entry procedures.

• Local Experience Guides: Highlight restaurants, cultural sites, and fan zones near the hotel.

• Flexible Check-In/Out: Offer options for early check-in or late check-out to accommodate guests’ travel schedules around matches.

  
  

Effective communication builds trust and encourages positive reviews, which can lead to repeat business beyond the tournament.

Creating Attractive Packages to Draw Guests

Bundling services and experiences can make your hotel stand out. Packages tailored to World Cup visitors can increase bookings and guest satisfaction. Ideas include:

• Transportation Bundles: Include shuttle services to stadiums or public transit passes.

• Fan Experience Packages: Add perks like viewing parties, themed dinners, or merchandise.

• Family-Friendly Offers: Provide child-friendly amenities and activities for families attending matches.

• Extended Stay Deals: Encourage guests to explore the city before or after the tournament with discounted rates.

  
  

Packages should be clearly promoted on your website and through travel agents to reach potential visitors early.

City-Specific Considerations

Each host city has unique characteristics that hoteliers should consider:

• Atlanta: Known for its airport hub, emphasize easy airport transfers and connectivity.

• Boston: Highlight historic sites and walkability to stadiums.

• Dallas: Focus on spacious accommodations and family-friendly amenities.

• Los Angeles: Promote beach access and entertainment options alongside match days.

• New York/New Jersey: Offer options in both urban and suburban areas to suit different visitor preferences.

• Philadelphia: Leverage rich cultural heritage and local cuisine in guest experiences.

• San Francisco/Bay Area: Emphasize tech-friendly services and scenic views.

• Seattle: Highlight outdoor activities and local music scenes for downtime.

  
  

Tailoring your offerings to the city’s strengths can enhance guest satisfaction and differentiate your property.

Preparing Your Team for the World Cup Rush

Staff readiness is as important as pricing and packages. Train your team to handle increased demand and diverse guests:

• Customer Service Training: Focus on cultural sensitivity and multilingual greetings.

• Event Knowledge: Ensure staff can answer questions about match schedules and local transportation.

• Flexible Staffing: Plan for extra staff during peak check-in and check-out times.

• Safety Protocols: Review security measures to manage larger crowds smoothly.

  
  

A well-prepared team can turn first-time visitors into loyal customers.