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

Marriott said it expects major sporting events, stadium concerts, and other experiences to provide a meaningful boost to its business this year, with the World Cup alone projected to add $55 million to $65 million in hotel booking fees.

CEO Anthony Capuano said on a Tuesday earnings call that the steady drumbeat of global sporting and music events has become a structural tailwind for the industry.

“At some point, there are so many tentpole special events around the world that we shouldn’t call them special anymo