Schedule release sparks World Cup excitement as hoteliers await wave of bookings

Schedule release sparks World Cup excitement as hoteliers await wave of bookings
Focus remains on potentially lucrative knockout stage matches starting June 28

FIFA has released the match schedule for the group stage of the 2026 World Cup. MetLife Stadium in East Rutherford, New Jersey, will also host five group stage matches between June 13-27. (Getty Images)
https://www.costar.com/article/772265063/schedule-release-sparks-world-cup-excitement-as-hoteliers-await-wave-of-bookings




Over the weekend, FIFA released the schedule for the group stage of the 2026 World Cup, setting the stage for hoteliers in each of the 16 North American host markets to start their planning for the matches and providing some clarity into potential knockout-stage matchups.

While hoteliers had the Dec. 5 tournament draw circled on their calendars, there hasn't necessarily been a huge increase in demand since the schedule was solidified.

Joe Imbrogno, general manager at the Reverb Downtown Atlanta, said the pace of forward bookings has increased since Saturday, but there are still quite a few open rooms at his property during the duration of the World Cup group stage. The Reverb Downtown Atlanta is directly across the street from the Mercedes-Benz Stadium, which will host five group-stage matches between June 15-27.

Atlanta will play host to two of Spain's group stage matches: against Cape Verde on June 15 and Saudi Arabia on June 21. Spain is expected to have one of the largest traveling fanbases among the qualified countries.

"We didn't see a big [impact]. The floodgates didn't open and all of a sudden we're sold out. We're not there yet," Imbrogno said.

In New York City, it's been the same story. Rosario Bianchi, general manager of the AC Hotel New York Downtown, said East Rutherford, New Jersey — which is a train ride from the city — "got some really good powerhouses and some of the heavy hitters" and he "really like[s] the draw of this World Cup."

MetLife Stadium in East Rutherford will also host five group stage matches between June 13-27. Brazil, Germany, France and England will all play a match apiece at the home of the NFL's New York Giants and New York Jets.

Despite this favorable draw, Bianchi said there wasn't any significant shift in hotel demand or bookings for those weeks after the World Cup schedule dropped.

"I don't think you see the majority of the bookings very much in the short term. I think they'll come probably in more or less the first quarter, where you'll see most everyone making their plans, trying to get through the year," he said.

Harry Carr, senior vice president of revenue management at Pivot Hotels & Resorts — the lifestyle hotel operating vehicle of Davidson Hospitality Group — said he's expecting a mix of matches with some incredible demand and some with much lower demand.

"Most of our markets look like, I'm going to call it feast or famine, and we're going to have to look at those dates to see if there's demand for what soccer fans call 'neutral fans,'" he said.

Similarly, Pivot's hotels saw a surge in hotel demand over the weekend but not huge numbers, Carr said. The company still doesn't have a great gauge of demand yet for the group-stage matches, but the games during the knockout round are what he and most other hoteliers will be really paying close attention to.

The lack of forward bookings in light of the World Cup schedule release wasn't necessarily surprising given the price points at Pivot's locations, Carr said. There will likely be a pickup throughout this week as fans finalize their travel plans and actually purchase a ticket to a match.

This will be the largest World Cup yet, with 48 teams playing 104 matches. The sheer amount of teams and matches could actually be a drawback on demand in each host market, Carr said.

"It feels like the larger pool of teams is making the matches maybe more accessible but less impactful to the cities," he said.

The results of the draw haven't changed Pivot's approach to capturing demand, but it's made the goal more clear, Carr said.

"It clarified our strategy that we need to build more base. It's not going to be the game days. It's going to be who can fill their hotel for the most days between June 15 and July 15," he said. "We need length of stay to be successful. We can't be full for two days around a match and then sitting at 30% occupancy because nothing's going on."

Other markets to watch

Markets hosting matches with the host country involved — United States, Canada and Mexico — are likely to see a surge in domestic demand. Los Angeles will host two of the United States group matches on June 12 and June 25, and Seattle will host the third match on June 19.

Vancouver will host two of Canada's group matches on June 18 and June 24, and Toronto will host the other Canada match on June 12. Mexico City will host two of Mexico's group matches on June 11 and June 24, and Guadalajara will host Mexico vs. South Korea on June 18.

Carr said Dallas is a standout market in regard to the draw. It will host Argentina for two group stage matches and England for another.

Most markets received at least one match with a marquee team likely to boost hotel performance.

Get out your crystal balls: Potential in knockout stage matches

It's far too soon to make any predictions on how the World Cup's group stage will shake out, but the release of the draw has shed some light on some potential dream matchups in the knockout stage, which begins on June 28.

For example, Philadelphia could see a matchup between Germany and France in the round of 16, Miami could get a Brazil and Mexico or England matchup in the quarterfinals, and Kansas City could see a showdown between two of the greatest players in the history of the sport in the quarterfinals with Lionel Messi's Argentina against Cristiano Ronaldo's Portugal.

Those matchups are fun to dream about, but there's still a lot of soccer ahead for those scenarios to play out. The knockout-stage matches, however, will be the ones with the biggest impact to hotel demand.

"We're going to focus a little bit more on the knockout stages," Carr said.

Similarly to the group-stage matches, there hasn't been much pickup yet in hotel demand for the knockout stage.

Imbrogno said the majority of forward bookings Reverb Downtown Atlanta has received are for the group stage, as all knockout stage matchups are simply hypotheticals right now. But that doesn't mean it's not front of mind.

"We're excited to see who's going to play in the knockout rounds, in the semifinal. The semifinal is going to be a big day right here for Atlanta," he said.

East Rutherford will host the 2026 FIFA World Cup final on July 19. There isn't much precedent for an event such as the World Cup — not even America's biggest sporting event.

"The last big [sporting] event we had was a Super Bowl, and that's not nearly as large as what this is," Bianchi said. "This is definitely on a different scale."

A&O expands hostel offerings with acquisition of Schulz Hotels
Buy is part of A&O owners' expansion strategy and investment in 'affordable travel'


Hotel Schulz Berlin Wall, now under the ownership of fellow hostel firm A&O Hotels & Hostels, has 1,000 beds and is in the central Ostbahnhof district of Berlin. (CoStar)
https://www.costar.com/article/1211985701/a-o-expands-hostel-offerings-with-acquisition-of-schulz-hotels?




Germany's A&O Hotels & Hostels has acquired the operations and sole hotel of Berlin-based Schulz Hotels.

Stamford, Connecticut-based Proprium Capital Partners and London-based StepStone Group bought A&O’s holding company, A&O Holding GmbH & Co. KG., in late 2023. This deal for Schulz Hotels is part of a sweeping €500 million ($582 million) investment the parent companies have made in A&O's portfolio and operations platform over the last 18 months.

The sole operating Schulz hotel is the 1,000-bed Schulz Hotel Berlin Wall, which operates under a hostel model, charging per bed rather than per room. The hotel opened in 2018, and there is a sibling property in the planning process in a new development in the center of Berlin called the Heidestrasse, close to the city’s main rail station, Hauptbahnhof.

A&O is also primarily a hostel brand; at the end of 2024 it had approximately 30,000 beds and reported full-year revenue of €232 million ($270 million). The brand includes 44 hotels in 31 European cities in Austria, Belgium, Czech Republic, Denmark, its home base of Germany, Hungary, Italy, The Netherlands, Poland and the United Kingdom.

In the first six months of 2025, A&O reported it welcomed 1.4 million guests and had occupancy of 73%.

The Schulz Hotel will not be rebranded, and its three founders — Sascha Gechter, Oskar Kan and Nizar Rokbani— will remain in management and advisory roles with A&O, with a remit to expand the Schulz Hotels brand. The trio founded Meininger Hotels in 1999, which today has approximately 22,000 beds in 37 hotels in 11 European countries and 27 cities.

On the November episode of CoStar News Hotels' podcast "The Upgrade," A&O’s CEO Oliver Winter said the firm had opportunity to grow its presence in Europe to a further 15,000 beds over the next three to five years. This one deal sees almost seven percent of that achieved.

Winter said A&O has acquired hotels and hostels and 8,500 beds over the last two years.

In October, the company acquired the 378-room DoubleTree by Hilton London Docklands Riverside, now branded as the A&O London Docklands Riverside. Following a $21 million capital-expenditure plan, the hotel now has approximately 2,100 beds in 500 rooms.

Philipp Westermann, partner at Proprium Capital Partners, said A&O’s acquisition of Schulz Hotels “marks the latest milestone in our drive for strategic growth across key European markets. Joining forces with the Schulz founders, who we have known for over a decade, will allow us to redefine what affordable travel can be.”

What’s new in hotel profit trends for 2026
Strength in talent attraction and retention among biggest competitive advantages

Robert Rauch (Brick Hospitality)
https://www.costar.com/article/849303403/whats-new-in-hotel-profit-trends-for-2026?




As we approach 2026, what will be different? We’ll focus on ancillary revenues, marketing technology, wellness and talent.

Perhaps the single most important competitive advantage is talent. Yes, technology is critical, and location, brand and overall management still count, but it is the team that identifies and keeps talent that will win. And that talent will have to communicate well, analyze data effectively, and be both finance- and tech-savvy to optimize the team's talent.

How to attract talent today

There are several ways to attract talent. The first is to ensure a strong benefits program, flexibility and a laser-focus on your culture. People crave flexibility today, and a strong benefits package compared to your comp set speaks volumes to today’s employees. Culture might be intangible, but ask an employee and they will tell you what your culture is like!

To hit a home run with talent attraction, monitor your reputation as much as you monitor guest reviews and start looking for top talent to recruit. These are the people who require a plan for future growth and want the complete package of goodies discussed above.

Ancillary revenue

Sure, 2026 might bring revenue streams from international travel, more government and military travel, and more group and corporate demand, but it might not move the needle enough to outpace supply growth. CBRE analyzed revenue trends in food and beverage and found that per-occupied-room revenue increased by 3.8% in the first half of 2025. Increases were powerful in the resort sector. Another trend that emerged was referred to as mindful drinking, with low-alcohol and mocktails leading the growth.

In the past, most of us, as operators, used discounting to drive F&B revenue with happy hour and specials. Today, smart operators are offering new concepts, strong reputation management, superior service and high-quality ingredients. Refurbished physical spaces, data-driven menu decisions, high-quality culinary programs and greater F&B focus have enabled higher prices. Today, it is easy to analyze your menus, wine lists, and beer, cocktail and mocktail offerings. And AI can assist with providing suggestions for change!

Wellness: Is this important to employees and guests alike?

Yes! Employees love an employer who cares about their health. And guests care about their ability to sleep comfortably. That means blackout shades, working temperature controls and quiet rooms. When we get to the luxury traveler, they want spas, sleep treatments, elevated fitness offerings and more.

These are the offerings that drive average rates and ancillary revenues. Even a newly expanded or refurbished fitness center can add value! Add in healthy, nutritious foods, and you have a wellness improvement plan.

Corporate and group travel

Corporate and group travel were the leaders of the hotel industry in the past. Today, exacerbated by the 2020 and 2021 lockdowns, leisure drives 55% of the U.S. lodging business.

Corporate demand has been growing very slowly, and group travel demand has peaked after a strong rebound in 2023 and 2024. According to Mark Lomanno, co-founder of Kalibri Labs, “leisure travel remains the dominant driver of occupancy, despite seasonality and price sensitivity.”

Marketing strategy: From digital to agentic

Today, a thorough integration of social media, storytelling and guest review management is paramount to marketing success. Deep integration of AI into your revenue management helps identify guest booking patterns, behaviors and trends in ancillary spending.

According to AI Guru Michael Goldrich of Vivander Advisors LLC, we are now past Web3 and into Web4. Web4 provides for intelligent agents that make decisions, transact and negotiate on behalf of the user.

“The future of commerce will be driven by machines reading and acting on data. If your hotel’s pricing is not accessible to algorithms, if your inventory isn’t published in a format that agents can interpret … then your property effectively doesn’t exist,” Goldrich said.

These AI agents are already in use, and nearly 50% of travelers today are relying on AI for trip planning. These shifts are moving us from a digital strategy to an agentic strategy. I know, we just got comfortable with digital, and now we have to move on? Yes!

Well, the holiday season is here — enjoy it, and have a Happy New Year!

Robert Rauch, CHA, has been an owner-operator of hotels for several decades and is founding chairman of Brick Hospitality, owner of R. A. Rauch & Associates, Inc.

The opinions expressed in this column do not necessarily reflect the opinions of CoStar News or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.

Hoteliers call latest interest rate cut 'a great gift' to industry
Fed's third reduction in 2025 brings rate down by 75 basis points from a year ago

Federal Reserve Chair Jerome Powell speaks during a press conference following the Federal Open Markets Committee meeting at the Federal Reserve on December 10, 2025 in Washington, D.C. (Bloomberg/Getty Images)
https://www.costar.com/article/1554736863/hoteliers-call-latest-interest-rate-cut-a-great-gift-to-industry?



This is the third interest rate cut of the year, with the first coming in September and the second in October, for a combined 75 basis points in reductions in 2025. The Fed has signaled fewer cuts in the coming years, with its median projection suggesting one quarter-point percentage cut in 2026 and another in 2027.

In his remarks at a news conference, Federal Reserve Chair Jerome Powell said that in the near term, risks to inflation are tilted to the upside while risks to employment are to the downside.

“There is no risk-free path for policy as we navigate this tension between our employment and inflation goals,” he said. “A reasonable base case is that the effects of tariffs on inflation will be relatively short-lived — effectively a one-time shift in the price level. Our obligation is to make sure that a one-time increase in the price level does not become an ongoing inflation problem. But with downside risks to employment having risen in recent months, the balance of risks has shifted.”

Industry reaction

The Fed’s rate cut wasn’t unexpected, but the board members did not appear unified in their interpretation of the latest government and private sector data, said Jan Freitag, national director of hospitality analytics at CoStar. With that in mind, the interest rate under Powell’s leadership of the Fed will likely stay in place.

The rate cuts should give some relief to borrowers who rely on the long-term interest rate when refinancing existing or construction loans, he said.

“The combination of this lower interest rate and the compression of the bid-ask spread could signal that brokers will finally be correct with their annual announcements that ‘next year, transaction volume will be better,’” he said.

The commercial mortgage backed securities market for hotels has been active this year, he added. Many large asset holders have already brought debt to market to refinance their hotels and take some money off the table. The lower interest rate will likely continue to support this trend.

The third rate cut this year is a positive signal for hotel owners, said Kamalesh Patel, chairman of the Asian American Hotel Owners Association, via email.

“Lower borrowing costs help with everything from renovations to seasonal staffing,” he said. “It’s a timely boost and a great gift for the industry heading into the new year.”

Nearly $900 billion in economic activity depends on franchised and independent hotels, so stability in interest rates is not just welcome, it’s exigent, AAHOA President and CEO Laura Lee Blake said.

“The Fed’s third cut will provide crucial breathing room for small business owners navigating ongoing economic uncertainty,” she said.

The additional quarter-point cut reinforces its view that inflation is continuing to move in the right direction and that policy can ease at a measured pace, said Adi Boopathy, managing principal and head of capital markets at Noble Investment Group, via email. A single cut won’t shift conditions overnight, but it adds clarity to the forward path and supports the constructive sentiment seen from lenders in recent months.

“As financing markets continue to stabilize, we expect transaction activity to build through the year, particularly as buyers and sellers gain more confidence around the cost of capital,” he said. “Lower borrowing costs help, but availability of credit and equity requirements remain the real constraints on new development, so supply growth will continue to be muted.”

Powell’s remarks

While some key government data has not yet been released, the available indicators suggest that economic activity has been expanding at a moderate pace, Powell said. Consumer spending appears to have remained solid, and business fixed investment has continued to expand. The housing sector, however, remains weak.

“The temporary shutdown of the federal government has likely weighed on economic activity in the current quarter, but these effects should be mostly offset by higher growth next quarter, reflecting the reopening,” he said.

Though employment data for October and November are delayed, the evidence available suggests both layoffs and hiring remain low, he said. The September labor market report showed the unemployment rate edged up to 4.4% while job gains have slowed significantly since earlier in the year.

“A good part of the slowing likely reflects a decline in the growth of the labor force, due to lower immigration and labor force participation, though labor demand has clearly softened as well,” he said. “In this less dynamic and somewhat softer labor market, the downside risks to employment appear to have risen in recent months.”

Inflation has eased significantly from its highs in mid-2022, but it remains elevated compared to the long-term goal of 2%, Powell said. There’s little new data released on inflation since the last FOMC meeting in October. Total price consumer index prices increased 2.8% over the 12 months ending in September, and when excluding volatile food and energy categories, core PCE prices also rose 2.8%.

“These readings are higher than earlier in the year as inflation for goods has picked up, reflecting the effects of tariffs,” he said. “In contrast, disinflation appears to be continuing for services. Near-term measures of inflation expectations have declined from their peaks earlier in the year, as reflected in both market- and survey-based measures.”

Most measures of longer-term expectations remain consistent with the Fed’s 2% inflation goal, he said. The median projection in the summary of economic projections for total PCE inflation is 2.9% this year and 2.4% next year, slightly lower than the median projection in September. As a result, the median falls to 2%.




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