In 2026, Marriott International is set to see a substantial boost in its business due to an array of global sporting events, concerts, and other major experiences. The World Cup alone is expected to contribute between $55 million to $65 million in hotel booking fees, marking a strong start to what is anticipated to be a banner year for event tourism. This surge is part of a growing trend where major events have become a steady and consistent driver of demand for hotel stays worldwide, a phenomenon Marriott sees as more than just a temporary boost. The hotel giant highlighted that major international events, such as the ongoing Winter Olympics in Milan and Cortina, are already producing notable early results. These events contribute to increased travel demand, benefiting the local hotel market in both Milan and Cortina, cities hosting the Winter Games. Marriott expects to see continued growth in Europe’s hotel revenue, especially in the first quarter of 2026, as a direct result of the Olympics.
According to Marriott, event tourism has transcended its status as a niche market to become a key growth area. The company anticipates that the momentum from these events will not only fuel their core business but also contribute to their overall growth strategy over the next few years. The trend is underpinned by what Marriott views as a long-lasting shift in consumer spending from goods to experiences, with leisure travel accounting for an increasing share of hotel stays.
Marriott’s forecast for the World Cup in 2026 is particularly strong, with the event expected to take place in the U.S., Canada, and Mexico. The company anticipates robust hotel bookings during the tournament, thanks to both local and international visitors flocking to these countries for the matches. This is especially important for the U.S. market, which has faced challenges in attracting international tourists in 2025.
FIFA, the governing body behind the World Cup, has been stunned by the volume of ticket requests for the event, demonstrating the strong demand for the tournament. Marriott’s leadership has noted that this level of interest could lead to a reversal of the U.S.‘s recent downturn in international tourism, especially as the event attracts a diverse audience of fans from around the world. Marriott expects these events will offer significant opportunities for both the U.S. and North America’s hotel markets to rebound and surpass their pre-pandemic performance.
While Marriott acknowledges the uncertainty around the exact impact on overall international travel trends, the early signs from FIFA’s ticketing data signal a promising outlook for event-driven tourism in 2026. The hotel group has made specific efforts to align with FIFA, securing a sponsorship deal to strengthen its presence during the World Cup and other high-profile events.
Looking ahead to 2026, Marriott has predicted a rise in its global revenue per available room (RevPAR), forecasting an increase between 1.5% and 2.5% over the year. This growth will be driven by a combination of factors, including a continuing strong performance from the U.S. hotel market, which is expected to outpace the previous year’s performance.
Capuano pointed out that the ongoing boom in event tourism is a key factor driving these numbers, further bolstering the trends already seen in leisure travel. With consumers increasingly prioritizing unique experiences such as sports and music events, Marriott’s investment in these types of experiences has positioned it to benefit from this expanding market.
Additionally, Marriott’s presence in popular sporting hubs such as Milan, Cortina, and the U.S., all key destinations for the 2026 World Cup, means that the company is strategically placed to capture demand from travelers attending these events. As a result, the company is confident that major global sporting events, including the upcoming FIFA World Cup, the Winter Olympics, and other stadium concerts, will continue to fuel its business growth well into the future.
Marriott’s revenue forecast reflects a broader consumer trend that has accelerated over the last few years: spending on experiences over material goods. The pandemic has acted as a catalyst for this shift, with many consumers now prioritizing vacations, music festivals, and sporting events over traditional retail purchases. This shift has transformed how people allocate their disposable income and has led to increased demand for travel and leisure experiences, which in turn benefits hotel chains like Marriott.
In 2025, leisure travel accounted for 45% of Marriott’s global room nights, a significant jump compared to pre-pandemic levels. The company believes that this trend will continue in 2026, with people increasingly seeking out once-in-a-lifetime experiences like attending the World Cup, enjoying live concerts, and participating in other major events. Marriott’s focus on capturing this shift is helping the company maintain its leadership in the competitive global hotel market.
Marriott’s sponsorship deals and strategic partnerships with major event organizers, such as FIFA, underscore the company’s commitment to capitalizing on this growing trend. Marriott is also focused on enhancing its offerings to meet the evolving needs of event travelers, who are looking for more than just a place to stay.
The company is investing in experiential services that cater to fans attending major sporting events, ensuring a seamless and enjoyable stay. Whether it’s providing shuttle services to and from event venues, offering exclusive packages for VIP guests, or hosting themed events within Marriott hotels, the company is committed to delivering top-tier experiences for its guests.
Marriott is also increasing its focus on innovation, using technology to enhance guest experiences. From mobile check-ins to personalized recommendations for activities around major events, Marriott is embracing the digital tools that can elevate the guest experience and drive customer loyalty.
Marriott’s optimism for the future of event tourism is clear, with the company forecasting strong growth in 2026, driven by events like the World Cup, the Winter Olympics, and a host of other global spectacles. The shift in consumer behavior toward prioritizing experiences over goods is reshaping the tourism industry, and Marriott is well-positioned to capitalize on this trend. As event tourism becomes a mainstay rather than a novelty, Marriott’s strategic focus on major events and partnerships with organizations like FIFA ensure that it remains at the forefront of this rapidly evolving market. For 2026 and beyond, Marriott’s leadership anticipates a bright future, fueled by a consistent stream of major sporting and cultural events that will provide lasting value for the company and its guests worldwide.
