This summer season, the Membership World Cup is larger than ever, bringing international groups to US cities and signaling a large journey demand surge forward of the 2026 FIFA World Cup.

FIFA has large plans for North America, and people look like bearing fruit. Demand indicators and lodging pricing are climbing throughout all of the host cities, marking a number of the highest forecast costs of 2025 in three main metro areas. 

That is nice information for each the game’s development and the hospitality market, as Canada, Mexico and the US put together to host worldwide video games throughout the World Cup.  

A brand new match format appeals to a rising US fan base

The 2025 Club World Cup has expanded to 32 groups throughout eight completely different teams, that includes European powerhouses alongside US groups just like the Seattle Sounders and Inter Miami, led by the Argentine megastar, Lionel Messi. 

Whereas it might lack the status of say the Champion League or Copa Sudamericana, it is a big alternative for the rising legion of followers within the US to see international superstars compete on house turf. 

Soccer’s rise within the US has been dramatic. As soon as struggling for recognition, it has surged in reputation as one of many quickest rising sports activities within the US and is now chasing on the heels of what are historically seen because the ‘Huge 4’ of the Nationwide Soccer League (NFL), Main League Baseball (MLB), the Nationwide Basketball Affiliation (NBA), and the Nationwide Hockey League (NHL). 

Gallup found that soccer has surpassed hockey in viewing curiosity, with 5% of People itemizing it as their favourite sport.

Amongst 18-29-year-olds, soccer is much more standard than baseball, highlighting its rising foothold within the US sports activities panorama. And that development is opening up alternatives for different industries, as we are going to see with resort pricing.

The surge in soccer’s reputation is driving sturdy resort room pricing efficiency in host cities

The demand surge is clear throughout Membership World Cup host cities.

Whereas there’s nonetheless some variation, marketed charges have grown for traditional resort rooms in host cities throughout the match in comparison with 2024 actualized charges in all 11 host cities. This ranges from:

•  +5% in Nashville, which has one of many smallest schedules and stadiums

•  +39% in Philadelphia, which is house to eight video games at Lincoln Monetary Subject, with its capability of 69,000 

Evaluating these charges to the typical actualized and marketed charges throughout the whole yr reveals how important the match’s influence will likely be on a number of of those cities and the distinctive alternative for local hospitality businesses to maximize their potential revenue. 

In Cincinnati, Philadelphia, and Seattle, common marketed costs throughout the match are not less than 33% greater than 2025’s general annual charges. Seattle sees essentially the most dramatic improve at +45%, fueled by matches that includes hometown crew Seattle Sounders in opposition to European giants like Atlético de Madrid and Paris Saint-Germain.

For some hoteliers, the Membership World Cup might be the largest income driver of the yr

Trying extra intently at Cincinnati, Philadelphia, and Seattle – the cities seeing the largest value will increase – it’s clear simply how important the match’s influence is, even with 4 months nonetheless to go.

Through the use of our daily forward demand indicator, we are able to observe and evaluate real-time metrics like searches and resort availability, revealing whether or not demand is trending up or down in comparison with the identical time final yr.

Charting these numbers out each day throughout June and July 2025 and we are able to clearly see the influence of the match as elevated demand correlates precisely with the interval during which matches are being hosted. 

Throughout these three cities, YoY demand is massively greater in that key time interval, peaking at +61% in Seattle, +62% in Cincinnati and +74% in Philadelphia. 

These demand surges have pushed up resort room costs to their highest ranges of 2025 in Philadelphia, Seattle, and Los Angeles, peaking at $320, $310, and $275 per evening, respectively.

What may this imply for US hoteliers when the FIFA World Cup arrives in 2026?

Seattle and Cincinnati are famend for his or her passionate fanbases. Neither crew has ranked outside the top 10 MLS franchises for total attendance since Cincinnati was admitted to the league in 2021, with Seattle sitting fairly throughout the high three for the whole thing of the final decade. 

This widespread enthusiasm, mixed with the success of the Membership World Cup, suggests a promising outlook for the 2026 FIFA World Cup, which will likely be co-hosted by the US, Canada, and Mexico.

Whereas exterior components like financial circumstances will affect demand, the info suggests the hospitality business within the sixteen host cities, eleven of that are throughout the US, ought to put together for record-breaking journey numbers.

The Qatar 2022 World Cup drew simply over one million guests, however the US match is anticipated to far surpass Russia 2018, which saw 5 million visitors, together with 2.9 million worldwide vacationers. 

With an expanded format and a projected game attendance of 5.5 million, the 2026 World Cup presents an unparalleled alternative for hoteliers.

Maximize income with data-driven methods

The influence of the 2025 Membership World Cup on resort demand and pricing is simple. Because the 2026 FIFA World Cup approaches, hoteliers have a fair higher alternative to capitalize. 

Nonetheless, every major event is unique, and with out real-time demand and pricing insights, you’re making choices in the dead of night, doubtlessly leaving important income on the desk.

Lighthouse’s suite of market intelligence instruments offers hoteliers with the info they should make knowledgeable choices. 

From monitoring forward-looking demand indicators to monitoring competitor pricing and analyzing market traits, our instruments empower you to behave with confidence. 

The influence of the 2025 Membership World Cup has already demonstrated the ability of strategic pricing. Now, with 2026 on the horizon, leveraging data-driven insights would be the essential consider capturing your share of the surge in soccer tourism.

To actually maximize your earnings, and keep forward of market shifts, Lighthouse offers the proper insights on the proper time, so your property can profit from these distinctive demand-driving alternatives and thrive throughout soccer’s largest moments.

About Lighthouse

Lighthouse (previously OTA Perception) is the main industrial platform for the journey & hospitality business. We rework complexity into confidence by offering actionable market insights, enterprise intelligence, and pricing instruments that maximize income development. We regularly innovate to ship the perfect platform for hospitality professionals to cost extra successfully, measure efficiency extra effectively, and perceive the market in new methods.

Trusted by over 65,000 lodges in 185 international locations, Lighthouse is the one resolution that gives real-time resort and short-term rental information in a single platform. We try to ship the absolute best expertise with unmatched customer support. We take into account our shoppers as true companions – their success is our success.