"Is It Just Too Expensive?"... U.S. Hotels Remain Empty Ahead of World Cup

80% of U.S. Hotels Report "Lower-than-Expected Bookings"
Visa Barriers and Geopolitical Instability Cited
High Costs for Tickets, Accommodation, and Transportation

With just over a month remaining until the opening of the 2026 North American World Cup, concerns are being raised about the event's commercial success, as hotel booking rates in the United States are falling short of expectations. Although the tournament has expanded to an unprecedented scale, analysts say that the burden of costs and various restrictions are suppressing demand.

MetLife Stadium, the scheduled venue for the 2026 North and Central America World Cup final match. Screenshot from MetLife Stadium's Instagram.

According to AFP on May 5 (local time), a survey conducted by the American Hotel & Lodging Association (AHLA) targeting member hotels in 11 World Cup host cities, including New York and Los Angeles, found that 80% of respondents said that booking rates are lower than expected.

About 65% of them cited visa barriers and geopolitical instability as the main causes. U.S. President Donald Trump has promoted this North American World Cup on multiple occasions, yet has maintained strict visa screening policies for spectators.

The sharp rise in spectator costs is also cited as a burden. FIFA has implemented a "dynamic pricing" system for this tournament, causing ticket prices to fluctuate significantly depending on demand. The price of a ticket for the final has reached up to $10,990 (about 16 million won), leading to criticism that accessibility for ordinary fans has dropped significantly.

Accommodation costs have also soared. Hotel rates near MetLife Stadium in New Jersey, where the final will be held, are reportedly around $4,000 (about 6 million won), which is more than 10 times the usual rate of around $300.

The round-trip train fare from New York to the stadium has also been set at around $150 (about 220,000 won), further increasing the burden. Although the distance is about 15 kilometers and the usual fare is around $12.90, travelers will have to pay over 10 times that amount during the World Cup period.

On top of this, the ongoing war in the Middle East has driven up airfares and overall travel expenses, resulting in a significant increase in the total cost for spectators.

The American Hotel & Lodging Association stated, "Various factors are working together to keep results below expectations, but there is still a chance to recover," emphasizing that the host countries and FIFA need to create a more spectator-friendly environment.

In response, FIFA President Gianni Infantino said that he is continuously discussing the situation with hotel industry representatives and dismissed concerns about the event's commercial success, noting that "more than five million tickets have already been sold, indicating unprecedented demand."

This World Cup will be co-hosted by the United States, Mexico, and Canada, with the number of participating nations expanding to 48 and a total of 104 matches being played. The opening match will be held in Mexico City on June 11 (local time), and the final will take place on July 19 in New Jersey, United States.

This content was produced with the assistance of AI translation services.