Texas Hotels Prepare for World Cup

Texas hotels are preparing for a surge in visitors during the 2026 World Cup, as Dallas (AT&T Stadium) hosts nine matches and Houston hosts seven this June and July.

FIFA promised millions of visitors and billions of dollars to North America’s tourism industry for the 2026 World Cup. After announcing the host cities and schedules, hotels responded quickly. Lodging prices in those cities surged by an average of 300%.

Hotels usually raise prices during global events, but the 2026 World Cup saw dramatic price increases. Houston led with some prices up 837%.

With extremely high ticket prices for the events, rising gas prices affecting transportation, rising inflation, the high cost of accommodations, and some unease with international travel, many of those promised visitors are passing on this year’s World Cup.

Dynamic Booking Pivots

Slow bookings and cancellations forced FIFA to release reserved room blocks back to hotels. Hotels are pivoting to attract individual travelers. Short-term rentals are very much in the game. All these factors create a dynamic booking landscape.

While hotel bookings are still surging for some, others are reporting below projections. Many have recalibrated expectations, with some walking back their surge pricing and others getting more creative to attract the last-minute fans.

​New predictions show the 2026 World Cup will give the US hotel industry a modest boost, with RevPAR expected to rise only 1.2%–1.7% in June and July 2026.

Kick Off June 12th!

With the kickoff just over a month away, hotels continue working to maximize business during the FIFA World Cup 2026. Consider these strategies for Texas hotels to attract last-minute World Cup fans and enhance guest experiences:

• Location, Location, Location: While Dallas and Houston are the official host cities, some people willing to deal with heavy traffic are looking for better rates and potential availability in surrounding cities and towns.
• Opportunities on the outskirts: Arlington and Ft Worth are seeing increases in bookings. Cities like Mesquite are promoting “true Texas culture” and rodeo experiences to international visitors. Some visitors are booking ranch stays outside of Houston, and luxury options are upping the pampering.

Back Office Preparation

• Optimize all digital platforms:  for bookings, messaging, and international accessibility, ensuring a seamless experience.
• Highlight transportation and location benefits: Emphasize proximity to game venues, airports, and transit routes in marketing.
• Train your staff: International guests bring diverse needs. Cultural training and flexible service models make a difference.
• Language and payment support:  Prepare for non-English speakers, specifically Spanish, Japanese, and Arabic. Offer cash transaction options, as many international fans may not use credit cards.

VIP World Cup Packages & More

Expect events to be high-spirited, hectic, and packed with international revelers seeking fun, but seamless experiences. Consider these suggestions:

• Make your lobby an immersive arrival experience.: Display international flags, global art, and international playlists. Offer Texas hospitality with local storytelling, music, and food.
• Engage front-line staff: Have teams wear jerseys or themed attire.
• Offer World Cup–themed amenities: Host curated viewing parties in lobby bars, inclu international food and beverage menus celebrating global flavors as well as local specialties.
• Beef up and personalize guest packages: Create World Cup–themed experiences, including reliable shuttle services, and partnerships with local restaurants and attractions.

While the early predictions of a tourism deluge might be lower than originally hoped, there are still significant opportunities for the hospitality industry to score at the 2026 World Cup!

References:

* New York Times – Hotel  prices in World Cup host cities surge by more than 300% after schedule confirmed

New York Times -The myth of the 2026 World Cup hotel and tourism ‘boom’

A tale of two Texas stays: Houston area hotels prepare for the World Cup US hotels won’t see ‘guaranteed surge’ from FIFA World Cup: report