Marriott Expects Olympics and World Cup Lift: Live Tourism as New ‘Norm’

Key Points

• Marriott expects major sporting events like the World Cup and Olympics to significantly boost hotel bookings and revenues.
• The company sees 'event travel' or 'Live Tourism' as a new norm, with steady demand for experiential travel driving growth.
• Marriott forecasts continued increases in revenue per available room, particularly in the U.S. and Europe, due to these trends.

Summary

Marriott anticipates a substantial financial boost from major sporting and music events in 2026, especially the World Cup, which is expected to add $55 million to $65 million in hotel booking fees. CEO Anthony Capuano highlighted the rise of 'event travel' or 'Live Tourism' as a structural shift in the industry, with consumers increasingly prioritizing experiences over goods. The company forecasts continued growth in revenue per available room, with major events further strengthening leisure and international travel trends, particularly in the U.S. and Europe.