Hotel owners in 11 FIFA World Cup host cities were told to expect a once-in-a-generation demand surge. The AHLA's new survey says 80% of them are watching bookings come in below forecast, and the international visitors everyone was counting on aren't coming.
Six weeks out from the World Cup, 80% of Philadelphia hoteliers say bookings are tracking below expectations, and FIFA already dumped 2,000 rooms back on the market. The demand signal that drove everyone's pricing strategy was never real... and now the correction is happening in public.
Marriott Bonvoy is rolling out its biggest experiential loyalty play ever with 600+ World Cup ticket packages starting at 75,000 points. Meanwhile, FIFA just canceled tens of thousands of reserved room nights across host cities, and some properties are reporting 95% cancellation rates on World Cup blocks.
