Live tourism becomes a structural growth driver for hotels
Major global events increasingly support steady travel demand rather than one-off spikes
Marriott expects major global events such as the Olympics, the FIFA World Cup, stadium concerts, and other live experiences to deliver measurable business growth. The company believes event-driven travel is no longer occasional but a recurring, structural demand driver in the hospitality sector. Early results from the 2026 Winter Olympics and strong World Cup ticket demand support this view. The broader shift toward spending on experiences rather than goods continues to reinforce leisure travel demand globally.
Key takeaways
- Event tourism becoming mainstream: Major sporting, music, and cultural events are increasingly seen as consistent demand drivers rather than exceptional peaks.
- Revenue boost from global events: Marriott expects the World Cup alone to generate roughly $55–65 million in hotel booking fees.
- Olympics impact already visible: The Milan-Cortina Winter Olympics are contributing to stronger European hotel performance early in 2026.
- Strong leisure travel momentum: Leisure travel accounted for about 45% of global room nights, remaining above pre-pandemic levels.
- Gradual performance growth expected: Marriott forecasts global RevPAR growth between 1.5% and 2.5% in 2026.
- Potential rebound in U.S. inbound travel: Strong World Cup demand may help offset recent softness in international arrivals to the United States.
Source: Skift
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