As Memorial Day kicks off the unofficial start of summer travel, another major force is shaping vacation plans and corporate forecasts: FIFA World Cup 2026. While retailers, airlines and short-term rental companies are already cashing in on the global tournament buzz, many hotels in host cities say bookings have yet to meet expectations. With millions of fans expected across North America, companies like United Airlines (UAL) Airbnb (ABNB) and Marriott (MAR) are betting late-breaking travel demand will still turn this summer into a winning season.

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