With the upcoming FIFA World Cup in 2026, all eyes are on the U.S. in terms of sporting events. Already, the push and pull between the U.S., Canada, and Mexico is happening , with the U.S.'s hotel bookings not quite having taken off in the same way as its other two host nations. While Canada and Mexico have both seen room rate growth over the FIFA World Cup booking period (114% YoY and 92% YoY, respectively), the U.S. has seen just 55% YoY growth.

The context of this is wider, however. With two of the 16 host cities being in California , this is a testing ground not only for the U.S., but for California specifically. That's because the FIFA World Cup is not the only big sporting event taking place in the state. In 2028, Los Angeles will host the Olympics. Add in the Super Bowl happe

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