Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

• International bookings to 16 North American host cities surge nearly 70% year-on-year
• Japan's travel demand explodes +250%, more than double the growth rate of any European nation
• Mexican hotel bookings for Monterrey up 40X, Guadalajara up 12X, Mexico City up +150%.

MEXICO CITY, June 9, 2026 /PRNewswire/ -- A major football tournament spanning the United States, Canada and Mexico (11 June – 19 July) is set to drive a surge in international travel to North America this summer, with Trip.com booking data revealing year-on-year growth of nearly 70% across the 16 host cities.

As football fans across Asia-Pacific and Europe commit to their summer plans months in advance, the data paints a vivid picture of where travellers are going, how long they are staying, and exactly what sort of trip they are on.

The Football Effect: Demand Nearly Doubles in June Versus July

The scale of football-driven travel demand becomes clear when the two tournament windows are compared directly. During the Group Stage period, total international bookings to host cities are up almost 70% year-on-year. By the Knockout Rounds, that growth rate falls to around 40%, still substantial, but a sharp contrast that reflects the concentrated urgency of fans following their national teams during the opening weeks of competition.

The Group Stage is the must-travel moment. Fans are not waiting to see how their teams perform. They are booking early, decisively, and around the fixtures that matter most to them.

Japan Leads the World

No market tells the 2026 story more dramatically than Japan. Japanese fans are booking flights to host cities at a rate +250% year-on-year for the Group Stage, more than two and a half times the volume of the previous year and more than double the growth rate of any European nation in the same period. Even for the Knockout Rounds, Japan records over +100% growth, the highest of any market analysed.

This is not a general holiday demand dressed up in football colours. It is fixture-following travel at its purest. Japan's Group Stage matches are scheduled across Dallas and Monterrey, and the booking data mirrors this precisely. Dallas is Japan's single most-booked host city for flights in the Group Stage, a city that barely registered on the Japanese outbound travel map twelve months ago. By the Knockout Rounds, when fixtures shift, Los Angeles becomes Japan's top destination.

The Japan story does not stop at flight bookings. Japanese travellers are also the most adventurous when it comes to itinerary planning. Over 30% of Japanese Group Stage travellers book more than one host city, the highest multi-city rate of any market by a significant margin. Close to 10% cross two or more host countries during the Group Stage, a direct consequence of Japan's fixtures being distributed across North America.

Japan's top multi-city pairings during the Group Stage tell the story clearly: Dallas + Los Angeles, Dallas + Monterrey and Mexico City + Monterrey. These are not sightseeing routes but carefully planned travel itineraries around match schedules.

The Mexican Cities: The Less Talked About Accommodation Story

While US and Canadian host cities attract predictable attention, the Mexican venues Guadalajara, Mexico City and Monterrey are generating some exciting booking results across the tournament.

Monterrey's hotel bookings are up over 40X year-on-year during the Group Stage. Guadalajara is up over 10X. Mexico City is up over 150%. These are not incremental gains but represent a near-total transformation of international accommodation demand in cities that were barely on the inbound travel radar before.

The driver is fixture scheduling. Japan, South Korea, and Australia's schedules are drawing fans into a North American travel corridor that extends deep into Mexico.

Dallas tells a complementary story from the US side. Hotel bookings in Dallas are up by more than 1400% during the Group Stage, driven overwhelmingly by Japanese and Korean demand.

The Football Road Trip Is a Myth

Despite the romance of a cross-continental football adventure, the data tells a more pragmatic story. The majority of fans book travel to just one host destination per trip.

Multi-market travel is highest among Japanese fans in the Group Stage and lowest among South Korean fans in the Knockout Rounds.

In every other market and period, single-market trips dominate, with travellers focusing on 1 or more cities within a single North American country.

Lead Times and Loyalty: The Forward Planners vs. The Late Deciders

The gap in booking behaviour between the Group Stage and the Knockout Round is fascinating. Travelling fans booking for July, the later, more uncertain tournament phase, are planning further in advance than those booking for June.

For the Group Stage, flight booking lead times across markets range from 80 to 95 days. For the Knockout Rounds, the same markets are booking 96 to 127 days out.

Germany leads both periods, booking hotels an average of 138 days before travel. That's nearly five months in advance of a match whose participants are not yet confirmed.

This pattern suggests that Knockout Round travellers represent a highly committed segment, with fans hoping their team will advance. Attractions bookings tend to show the opposite trend, with shorter lead times across all markets, suggesting fans finalise their non-football plans on a wait-and-see basis.

Beyond the Stadiums: What Fans Are Doing When the Final Whistle Blows

The most-booked attraction is Universal Studios Hollywood, which tops the rankings. The Empire State Building, Rockefeller Centre, and the American Museum of Natural History dominate New York bookings, while Japanese travellers show a distinct appetite for Broadway, with Wicked and Aladdin the Musical both featuring in the top ten attractions overall.

Trip Duration: From Short Breaks to Extended Holidays

Average trip lengths vary dramatically by market. Japanese travellers take the shortest trips, averaging just 8 days in the Group Stage and 11 days in the Knockout Rounds, reflecting a fixture-focused, time-efficient approach. Spanish fans take the longest, averaging 24 days in the Group Stage and 17 days in July.

Australian fans average 23 days in the Group Stage before falling to 18 days in July. French fans remain consistent at 18 days across both periods. The relative stability of European trip durations across both windows suggests that these travellers are building fixed-length North American itineraries centred on football.

Hotel Preferences: Budget Dominates, But Premium Emerges in July

Across most markets, 3-star and 4-star hotels account for the vast majority of bookings, with 5-star demand showing single-digit growth. Japan is the most budget-conscious, with over 61% of Group Stage hotel bookings at the 3-star level. South Korea is the most luxury-oriented in the Group Stage.

In the Knockout Rounds, 5-star demand increases across almost every market compared to the Group Stage. France leads the way with the largest increase in 5-star hotel bookings.

New York dominates as the preferred city for 4-star and 5-star bookings across the majority of markets in both periods, cementing its status as the tournament's prestige destination.

About Trip.com

Trip.com is an international one-stop travel service provider, available in 27 languages across 48 countries and regions in 44 local currencies. Offering an extensive hotel and flight network of more than 1.7 million hotels and flights from over 680 airlines, along with over 350,000 in-destination activities, Trip.com covers 3,500 airports in 220 countries and regions. Trip.com's world-class 24/7 multilingual customer service helps to 'create the best travel experience' for its millions of customers worldwide. To book your next trip, visit Trip.com.

• International bookings to 16 North American host cities surge nearly 70% year-on-year
• Japan's travel demand explodes +250%, more than double the growth rate of any European nation
• Mexican hotel bookings for Monterrey up 40X, Guadalajara up 12X, Mexico City up +150%.

MEXICO CITY, June 9, 2026 /PRNewswire/ -- A major football tournament spanning the United States, Canada and Mexico (11 June – 19 July) is set to drive a surge in international travel to North America this summer, with Trip.com booking data revealing year-on-year growth of nearly 70% across the 16 host cities.

As football fans across Asia-Pacific and Europe commit to their summer plans months in advance, the data paints a vivid picture of where travellers are going, how long they are staying, and exactly what sort of trip they are on.

The Football Effect: Demand Nearly Doubles in June Versus July

The scale of football-driven travel demand becomes clear when the two tournament windows are compared directly. During the Group Stage period, total international bookings to host cities are up almost 70% year-on-year. By the Knockout Rounds, that growth rate falls to around 40%, still substantial, but a sharp contrast that reflects the concentrated urgency of fans following their national teams during the opening weeks of competition.

The Group Stage is the must-travel moment. Fans are not waiting to see how their teams perform. They are booking early, decisively, and around the fixtures that matter most to them.

Japan Leads the World

No market tells the 2026 story more dramatically than Japan. Japanese fans are booking flights to host cities at a rate +250% year-on-year for the Group Stage, more than two and a half times the volume of the previous year and more than double the growth rate of any European nation in the same period. Even for the Knockout Rounds, Japan records over +100% growth, the highest of any market analysed.

This is not a general holiday demand dressed up in football colours. It is fixture-following travel at its purest. Japan's Group Stage matches are scheduled across Dallas and Monterrey, and the booking data mirrors this precisely. Dallas is Japan's single most-booked host city for flights in the Group Stage, a city that barely registered on the Japanese outbound travel map twelve months ago. By the Knockout Rounds, when fixtures shift, Los Angeles becomes Japan's top destination.

The Japan story does not stop at flight bookings. Japanese travellers are also the most adventurous when it comes to itinerary planning. Over 30% of Japanese Group Stage travellers book more than one host city, the highest multi-city rate of any market by a significant margin. Close to 10% cross two or more host countries during the Group Stage, a direct consequence of Japan's fixtures being distributed across North America.

Japan's top multi-city pairings during the Group Stage tell the story clearly: Dallas + Los Angeles, Dallas + Monterrey and Mexico City + Monterrey. These are not sightseeing routes but carefully planned travel itineraries around match schedules.

The Mexican Cities: The Less Talked About Accommodation Story

While US and Canadian host cities attract predictable attention, the Mexican venues Guadalajara, Mexico City and Monterrey are generating some exciting booking results across the tournament.

Monterrey's hotel bookings are up over 40X year-on-year during the Group Stage. Guadalajara is up over 10X. Mexico City is up over 150%. These are not incremental gains but represent a near-total transformation of international accommodation demand in cities that were barely on the inbound travel radar before.

The driver is fixture scheduling. Japan, South Korea, and Australia's schedules are drawing fans into a North American travel corridor that extends deep into Mexico.

Dallas tells a complementary story from the US side. Hotel bookings in Dallas are up by more than 1400% during the Group Stage, driven overwhelmingly by Japanese and Korean demand.

The Football Road Trip Is a Myth

Despite the romance of a cross-continental football adventure, the data tells a more pragmatic story. The majority of fans book travel to just one host destination per trip.

Multi-market travel is highest among Japanese fans in the Group Stage and lowest among South Korean fans in the Knockout Rounds.

In every other market and period, single-market trips dominate, with travellers focusing on 1 or more cities within a single North American country.

Lead Times and Loyalty: The Forward Planners vs. The Late Deciders

The gap in booking behaviour between the Group Stage and the Knockout Round is fascinating. Travelling fans booking for July, the later, more uncertain tournament phase, are planning further in advance than those booking for June.

For the Group Stage, flight booking lead times across markets range from 80 to 95 days. For the Knockout Rounds, the same markets are booking 96 to 127 days out.

Germany leads both periods, booking hotels an average of 138 days before travel. That's nearly five months in advance of a match whose participants are not yet confirmed.

This pattern suggests that Knockout Round travellers represent a highly committed segment, with fans hoping their team will advance. Attractions bookings tend to show the opposite trend, with shorter lead times across all markets, suggesting fans finalise their non-football plans on a wait-and-see basis.

Beyond the Stadiums: What Fans Are Doing When the Final Whistle Blows

The most-booked attraction is Universal Studios Hollywood, which tops the rankings. The Empire State Building, Rockefeller Centre, and the American Museum of Natural History dominate New York bookings, while Japanese travellers show a distinct appetite for Broadway, with Wicked and Aladdin the Musical both featuring in the top ten attractions overall.

Trip Duration: From Short Breaks to Extended Holidays

Average trip lengths vary dramatically by market. Japanese travellers take the shortest trips, averaging just 8 days in the Group Stage and 11 days in the Knockout Rounds, reflecting a fixture-focused, time-efficient approach. Spanish fans take the longest, averaging 24 days in the Group Stage and 17 days in July.

Australian fans average 23 days in the Group Stage before falling to 18 days in July. French fans remain consistent at 18 days across both periods. The relative stability of European trip durations across both windows suggests that these travellers are building fixed-length North American itineraries centred on football.

Hotel Preferences: Budget Dominates, But Premium Emerges in July

Across most markets, 3-star and 4-star hotels account for the vast majority of bookings, with 5-star demand showing single-digit growth. Japan is the most budget-conscious, with over 61% of Group Stage hotel bookings at the 3-star level. South Korea is the most luxury-oriented in the Group Stage.

In the Knockout Rounds, 5-star demand increases across almost every market compared to the Group Stage. France leads the way with the largest increase in 5-star hotel bookings.

New York dominates as the preferred city for 4-star and 5-star bookings across the majority of markets in both periods, cementing its status as the tournament's prestige destination.

About Trip.com

Trip.com is an international one-stop travel service provider, available in 27 languages across 48 countries and regions in 44 local currencies. Offering an extensive hotel and flight network of more than 1.7 million hotels and flights from over 680 airlines, along with over 350,000 in-destination activities, Trip.com covers 3,500 airports in 220 countries and regions. Trip.com's world-class 24/7 multilingual customer service helps to 'create the best travel experience' for its millions of customers worldwide. To book your next trip, visit Trip.com.

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

Global Football Tournament Drives Travel Surge, with Group Stage Booking Growth Nearly Double Knockout Round's: Trip.com Data

The upgraded hub combines advanced manufacturing capabilities to deliver high-efficiency solutions and long-term value for customers across Asia Pacific

KUALA LUMPUR, Malaysia, June 9, 2026 /PRNewswire/ -- Alliance Laundry Systems (ALS), the global leader in commercial laundry equipment today opens the doors to its Thailand's factory, The enhanced facility showcases the production of the next generation commercial laundry equipment within Alliance's five family brands: Speed Queen®, UniMac®, Huebsch®, Primus® and IPSO®. It also features an expanded STAR Lab (Thailand Science Technology Research Laboratory) innovation center, reinforcing Alliance's commitment to delivering smart, high-efficiency, and sustainable laundry solutions across Thailand and the wider Asia Pacific region.

Mr. Ben Dobbs, Managing Director APAC at Alliance Laundry (Thailand) Co., Ltd, said "For more than 118 years, Alliance Laundry Systems has built our success on the American quality, reliability, and continuous innovation in the commercial laundry industry. Our Thailand factory demonstrates how we translate these strengths into smart, efficient solutions that address real operational challenges while delivering long-term value and quality for investors and businesses. With advanced engineering, precision manufacturing, and the region's first STAR Lab, we are well positioned to deliver products that support operational efficiency and long-term business needs."

Strong market growth for commercial laundry in Asia Pacific

The commercial laundry market continues to grow globally, supported by rising demand from the hospitality, healthcare, and laundromat sectors. In the Asia-Pacific region, market development is driven by urbanisation, tourism growth, and rising demand for automated, energy-efficient laundry solutions.^[1]

For many Malaysians, laundry is routine but doesn't have to be time-consuming. Alliance Laundry Systems is transforming self-service laundromats into cleaner, faster, and more convenient options with powerful machines. These laundromats serve those without home laundry facilities, busy families, students, professionals, and travellers who need reliable laundry services. They eliminate the need to buy, maintain, or repair washers, saving water and energy. More than just places to wash clothes, laundromats are becoming community spaces where people can complete chores more easily and comfortably.

Malaysia is also expected to contribute to the broader ASEAN growth strategy across sectors such as hospitality, healthcare, laundromats, residential communities, restaurants, institutions, industrial operations, and facilities management. In Malaysia, where the need for efficient, hygienic, and affordable laundry solutions is growing, ALS recognises significant opportunities to support businesses and communities by providing dependable systems that enhance productivity, service quality, and long-term operational performance.

Thailand factory as a regional manufacturing and export hub

The ALS 27,000 sqm facility in Chonburi, Thailand will be the strategic manufacturing and export hub to accelerate growth across emerging markets in the wider region. This is due to the facility's German engineered precision machinery that enables high accuracy component forming and consistent quality products across all units.  

Advanced technologies such as rapid prototyping and computer-aided engineering (CAE) are utilized to design, simulate, and physically validate products before they reach full production. This integrated approach optimizes performance, shortens development cycles, and enhances reliability compared to traditional manufacturing methods, ensuring every machine meets international safety and performance standards. Each machine also incorporates features to minimize resource consumption, reduce water usage per cycle, optimize energy efficiency, and increase machine lifespans that lower the environmental footprint over time.

Key products include:

• Stax-X, an industrial stacked washer‑dryer solution designed for first‑time business owners, SME entrepreneurs, and compact-format laundry operators. Stax-X combines commercial grade washing and drying in a vertical configuration and is available under ALS family brands including Speed Queen®,Huebsch®, Primus® and IPSO®. Key features include: programmable cycles, upsell and flexible pricing tool for day-to-day operations. Stax-X is available in two capacity variants 14KG and 23KG, both engineered for high usage durability and low downtime maintenance.
• COMBO, an all‑in‑one washer‑dryer designed to simplify operations and maximize space efficiency -ideal for public laundry facilities and small‑format stores. The COMBO offers flexible operation, allowing users to run wash‑only, dry‑only, or combined wash‑and‑dry cycles to meet diverse customer needs. (Available only under Speed Queen® brand) 

The innovation was developed at ALS' new STAR Lab: its first regional product research and development laboratory. This research center allows all machines to undergo functional testing, supported by ALS's global engineering teams to ensure all equipment meets performance, safety, and market release requirements. 

Beyond product innovation, ALS places importance on responsible operations. The factory supports this approach through initiatives such as rooftop solar panels, water recycling in testing laboratories, and local and regional supplier sourcing where possible.

Commitment to comprehensive aftersales support for commercial laundry

ALS delivers one of the industry's most comprehensive after-sales support ecosystems. Local distributors and service partners across the region will receive comprehensive training in diagnostics, maintenance and product lifecycle care, ensuring consistent service quality in every market.

Businesses and investors will benefit from a range of services beginning from initial site assessment, layout planning, continues through genuine parts availability, technical assistance, and warranty coverage.

"In addition to maintaining high quality standards, we have established strong partnerships with local distributors across every market we serve to deliver comprehensive end-to-end solutions from training support to after-sale services, ensuring customers and investors can rely on ALS with complete confidence and peace of mind." Mr. Dobbs added.

[1] Business research insight: Commercial Laundry Market Report (https://www.businessresearchinsights.com/market-reports/commercial-laundry-market-117892)

^[1] Business research insight: Commercial Laundry Market Report (https://www.businessresearchinsights.com/market-reports/commercial-laundry-market-117892)

 

About Alliance Laundry Systems 

Alliance Laundry makes the world cleaner as a provider of the highest quality commercial laundry systems. Our laundry solutions are available under five respected brands, sold and supported by a global network of select distributors. We serve approximately 150 countries with a team of more than 4,000 employees. Our brands include Speed Queen®, UniMac®, Huebsch®, Primus® and IPSO®. Together, they present a full line of commercial washing machines, dryers, and ironers (with load capacities from 20–400 lb. or 9–180 kg.) and support service. You can also enjoy the superior wash and fabric care of commercial-grade laundry equipment in your home through our legendary Speed Queen® washers and dryers.

For more information, visit www.alliancelaundry.com

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Alliance Laundry Systems showcases smart, sustainable laundry innovation at its Thailand factory, strengthening its position as the world's leading commercial laundry solutions provider