How hotels can score bookings from football fans in 2026

As we approach the first whistle of this year's global football showdown, host cities are already seeing a surge in travel-driven demand — and the numbers tell a compelling storey about the economic lift underway. 

New forecasts from Expedia Group partner PredictHQ show that total spend across North American host cities is projected to exceed $8.1 billion between June and August 2026,¹  up from approximately $7.4 billion during the same period last year, a nearly $750 million year-over-year (YoY) increase.

That projection is based on just three categories: accommodation, food and drink and ground transport spend.²

In other words, this is only part of the picture. It doesn't yet account for other forms of transport, retail, attractions or other tourism-related spending that typically surge during global sporting events. Even a narrow focus on where visitors sleep and dine shows significant impact, underscoring how major sports moments can drive meaningful economic growth for host cities. 

For  hotels, this is where the real competition begins.

Projections show significant YoY gains across several North American host cities — some posting spending increases worthy of a highlight reel. These destinations are expected to see the largest combined YoY growth across accommodation, food and drink and ground transport:⁶

If there's one sector positioned to feel the tournament's impact most directly, it's hotels and accommodation providers. Accommodation spending across host cities is expected to exceed $4.8 billion⁷ during the tournament period — an increase of more than $2 billion YoY, with the Big Football Tournament driving the majority of that uplift.

Across host cities, fans are booking rooms well beyond the match days, creating some of the sharpest increases in accommodation demand. The cities seeing the biggest percentage jumps include:

• Arlington, Texas — projected 369% increase YoY
• Foxborough, Massachusetts — projected 310% increase YoY
• Santa Clara, California — projected 159% increase YoY

New international demand insights show dramatic percentage spikes for match‑week stays, with global fans driving sharp increases into several host cities.

Expedia Group data shows Japan and the U.K. leading inbound demand into Dallas, up 1,820% and 1,530% above typical weeks, respectively. Brazil-to-Philadelphia and Germany-to-Houston routes are also recording four‑digit growth as supporters follow their teams across borders. Meanwhile, demand from Australia into Seattle is rising 400% during match weeks.⁸

Taken together, these trends signal how global fan movement is accelerating — a clear reflection of fast‑rising travel flow corridors, grounded in bookings already made across key international routes.

Tournament demand doesn't stop at the stadium gates. Strategically boost your visibility to stay ahead of the competition — especially if you're outside the centre of action.

Drive even stronger results by tailoring offers to the millions of international fans and rewards members travelling for the tournament.

As millions of fans start to think about following their teams around the world, you have the chance to be their first pick. By boosting your visibility, staying flexible and tapping into our unmatched traveller audience, you can make the most of a global travel spike.