The news: Major hospitality companies are upbeat about the World Cup, with several brushing off concerns about weaker airline and hotel demand in US host cities.

• Marriott International—“the official hotel supporter in North America” for the event—continues to expect a 30 to 35 basis point boost to global revenues per available room (RevPAR).
• The World Cup is on track to be the largest event in Airbnb’s history, according to CFO Ellie Mertz.
• Likewise, Expedia expects the tournament to kick off “a big summer in the US,” CEO Ariane Gorin told Bloomberg.

Zoom out: The optimism displayed by Airbnb, Expedia, and Marriott International executives is not shared by the majority of hotel operators in US host cities, 80% of which say that bookings are tracking below initial forecasts, according to a new report from the American Hotel & Lodging Association.

• FIFA’s overbooking of room blocks early on may have artificially inflated demand forecasts, while subsequent cancellations have forced many operators to dial back their expectations.
• Restrictive border policies, geopolitical concerns, and high costs are driving many international visitors to rethink their plans to attend the event—a major loss for local economies, given that overseas travelers tend to spend considerably more than domestic tourists.

However, there’s still time for a turnaround. Both Airbnb and Marriott expect bookings to pick up closer to the event, especially toward the latter part of the tournament as matchups are finalized.

Implications for the retail and hospitality industries: Companies shouldn’t write off the World Cup just yet—even if it isn’t quite the boost many were hoping for. While many international visitors plan to steer clear, brands and retailers have an opportunity to engage local fans, many of whom could use the event as an excuse to splurge. Roughly one-third of US fans plan to attend entertainment events in host cities, while a similar proportion plan to interact within the broader city where the match is held, per Nielsen.

Go further: Check out 5 Charts on the 2026 World Cup.