While there has been a lot of attention paid to how the FIFA World Cup’s presence in North America is affecting hotel demand (often framed as disappointing), there has been less focus on how this mega-event affects corporate travel. However, with the event reaching its halfway point, it seems there has been a significant impact.

“While headlines right now are focusing on softer-than-expected tourism demand and lagging leisure hotel bookings, our corporate data tells a different story,” said Dane Molter, senior vice president, Navan Group Travel Marketplace. He added “Companies are embracing the World Cup as the ultimate can’t miss event, and travel to North America is surging. “

Sara Andell, director of consulting strategy, Amex GBT, said the company’s data shows US domestic flights to host cities are 42% higher on average year-over-year — a sharp contrast to the modest increases being seen to non-host destinations. And trips from Europe to US host cities, she said, are up 13% year over year, with Atlanta, Miami, and New York drawing the heaviest transatlantic demand, while Miami, Dallas and Houston are the standout destinations for domestic US travel.

In response, said Andell. airlines are swapping in larger aircraft on select routes through June and July, she said, “which tells you a great deal about where they expect the crowds to be. “

When it comes to contracted rates from the 2026 hotel sourcing season, said Andell, more than 60% of host cities are tracking above the global average increase of 1.3%. Canada and Mexico are seeing the steepest rises, while US cities – with some exceptions – are sitting closer to the average.

“This isn’t just about catching a match,” Molter told BTE. “it’s about strategic relationship-building.” He continued: “While you hear about soft leisure demand, our corporate data shows global enterprises are all in, with bookings to host cities up 46% in the US and 295% in Canada during the World Cup tournament period. These events are the ultimate stage for corporate hospitality. We see companies flying clients in, taking them to a game, grabbing dinner, and potentially locking down multi-million dollar deals because of that unforgettable shared experience.”

Thereʼs no getting around the price spikes, said Molter, who added, “our data shows average corporate hotel prices in US host cities are up 30% during the World Cup tournament period.” But the value of these face-to-face opportunities, he said, clearly outweighs the cost for some companies. Instead of pulling back,  said Molter, “savvy companies are changing their strategy by booking much earlier to secure inventory and better rates. It’s about proactive planning to control spend without sacrificing these critical client events. “

One area that has seen disappointing results from a FIFA point of view is New York, where MetLIfe Stadium in New Jersey is home to eight games, including the finals. “Transportation and logistics in the New York area are contributing to softer demand dynamics in the region,” said Ashley Gutermuth, head of FCM Consulting, America. Higher transit costs via NJ Transit, combined with a lack of general parking near the stadium, she said, are becoming a deterrent for attendees. 

The unique location of MetLife Stadium, said Gutermuth, also splits the hotel market between New York and New Jersey, “creating a dual-market structure that is less pronounced in other World Cup cities where stadiums are more centrally located. As a result, this split has led to uneven booking patterns and added pressure on rates.”

Travel costs around major global events often become unpredictable, said Andell. Airfares spike particularly high on days surrounding match days, she said, and hotel rates can shift overnight. On the air side, said Andell, there are practical steps travelers can take, including avoiding host cities before and after matches, considering alternative airports and flying through different routes. Booking early still has value, said Andell, with re-shop tools providing the security of locking in availability while being able to rebook to a lower price should they drop later.

For hotels, said Andell, the dynamic rate cap policy in Egencia (the corporate travel platform of Amex GBT) is one way for customers to navigate these periods. It uses machine learning, she said, to automatically adjust caps in line with real-time conditions by analyzing regional data and client behavior so travel programs stay protected without anyone having to manually intervene.

When approaching travel to World Cup host cities, said Gutermuth, corporate traveler managers “need to be prepared and flexible.” While analyzing pricing volatility is a key factor, the goal is not just simply to secure the lowest room rate. With the tournament now underway, she said, “success will come from aligning sourcing strategies with traveler needs and maintaining a clear understanding of local market conditions.”

Transportation, transfer time, and mobility constraints can have a significant impact on the overall trip experience, particularly in large metro areas, said Gutermuth. Building flexibility into itineraries, considering different transportation modes, and evaluating a range of lodging options—including hotels outside the immediate stadium area—can help minimize disruptions. Prioritizing how travelers move between hotels, airports, meetings and match venues, she said, “may ultimately be just as important as securing the right rate.”

“I only expect demand to intensify significantly as we get closer to the finals,” said Molter. The New York/New Jersey area, as the finals host, he said, is already seeing the highest booking spend on Navan’s platform. As the stakes of the tournament get higher, said Molter, ‘so does the value of corporate hospitality.” Businesses know that if they can get a key stakeholder into the stadium for a World Cup Final, he said, “that relationship has unprecedented staying power. “

His advice, said Molter, is to “prioritize visibility and flexibility.” Massive global events like this inevitably bring disruptions, he said, and you can’t have your team stuck on hold with a call center while a key client is waiting.”

Amex GBT expects rates for both air and hotel to continue climbing as the tournament progresses and the host cities narrow, said Andell. “The closer we get to the final matches,” she said, “the more concentrated demand becomes, and that always drives pricing up.” The TMC, said Andell, expects to see prices and rates fall back to normal once the tournament ends.

“Data is your best tool right now,” said Andell. “Understanding which routes and cities are most affected,” she said, “and where your people are traveling, lets you make smarter decisions that you plan for. That’s exactly what we’re here to help with.”

From a duty of care perspective, said Andell, “the key is compliance.” It is even more important during high demand periods that travelers book through their TMC’s online booking tool or booking environment so organizations know where their employees are, she said. This becomes a lot harder when travel patterns are disrupted, itineraries are changed at short notice, or travelers extend trips around matches, said Andell.

A routine event such as adverse weather can cause major disruption during this time, said Andell, as airlines and hotels struggle to distribute passengers across a busy network, or properties struggle to accommodate additional demand.