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US: As the FIFA World Cup expands across multiple host cities, accommodation demand is moving beyond short stays, with mid-term rental demand shaped by travellers seeking flexible living options.
Demand patterns around major sporting events are evolving, with the FIFA World Cup highlighting a shift towards more flexible, longer-stay accommodation. Rather than remaining in one destination for the duration of the tournament, many visitors are booking around specific fixtures, while a growing share of demand is being driven by production teams, broadcasters and operational staff requiring accommodation for weeks or months at a time. This trend is reinforcing the role of mid-term rental models in meeting changing traveller needs.
STRz editor Priya Khaira spoke with Marcus Higgins, President and COO of Landing, to hear more:
How is demand for flexible, mid-term rentals in World Cup host cities evolving compared with typical peak travel periods?
With host cities spread across North America, the demand pattern has been a little different from what you might expect. Fans are not necessarily staying in one place for weeks or for the full duration of the tournament. Instead, they are booking around specific match dates and moving between locations.
A consistent source of demand is coming from people working on the event, including production crews, broadcast teams and operational staff. These groups are often in one location for several weeks or months and are looking for accommodation where they can settle in after long workdays. For stays of this length, traditional hotel formats are often less practical, increasing the appeal of more spacious, residential-style options.
Are you seeing World Cup-related demand skew towards longer stays or more “live like a local” experiences, rather than short hotel-style visits?
We are seeing a mix of both, although the majority of bookings are for longer stays. For fans committing to an extended period in one city, the “live like a local” experience tends to follow naturally. When someone stays for a longer stretch, they typically want a home base where they can cook, unwind after a match and experience the destination beyond the event itself.
For crews and staff, that sense of stability is even more important. In these cases, the focus is less on the event experience and more on having a functional place to live while they work.
Which customer segments are driving bookings during the tournament, and does this differ from your typical resident profile?
The customer base remains relatively broad, ranging from remote workers and corporate travellers to families seeking additional space and privacy. A similar mix is emerging around World Cup travel, although operational staff and event-related workers are driving a significant share of early demand. World Cup travel trends, mid-term rentals, flexible accommodation, extended stay rentals, FIFA World Cup accommodation, short-term rental market, STR industry insights, corporate travel accommodation, event travel demand, live like a local travel, furnished apartments, hybrid work travel, relocation housing, serviced apartments, hospitality trends, North America travel demand.
How have guest expectations around flexibility, furnishings and move-in readiness shifted over the past 12–18 months?
Guest expectations have continued to evolve, with a stronger emphasis on everyday comforts and amenities that create an “at home” environment. This includes features such as fully equipped kitchens, in-unit laundry and separate living spaces, alongside access to facilities like gyms and pools.
The wider hospitality sector has responded to this shift, with increased investment in apartment-style accommodation. This suggests a broader recognition of changing consumer preferences around space, flexibility and longer stays.
To what extent is hybrid working continuing to drive demand for longer-stay accommodation?
Hybrid working has played a role, but demand is now being shaped by a wider range of use cases. These include corporate relocations, project-based assignments and individuals splitting their time between multiple cities.
Flexible, move-in-ready accommodation is no longer tied to a single trend. While remote and hybrid work helped normalise more flexible living patterns, the customer base for mid-term stays has since become more diverse.
