Cancun, Quintana Roo — As the World Cup kicks off in days, the Mexican Caribbean hotel sector faces a divided outlook, with some chains reporting bookings 15% below typical summer levels while others near full occupancy.
Grupo Lomas said its reservations are running 15% behind previous summers, projecting average occupancy between 40% and 60% — far short of the 80% originally budgeted for the tournament period.
Rodrigo de la Peña, president of the Cancun, Puerto Morelos and Isla Mujeres hotel association, acknowledged that market movement has been notably slow. Although current figures show a modest uptick of about 5%, driven mainly by European and South American travelers — considered the strongest source markets for the tournament — he admitted uncertainty over whether the World Cup will deliver the economic boost and occupancy levels initially anticipated.
In response to the lack of a mass influx of international tourists at some properties, hotel chains are shifting strategies toward the domestic market. Samantha Frachey, vice president of Grupo Lomas, said expectations now hinge on Mexican guests, who traditionally book at the last minute.
On the other hand, major international chains report a completely opposite scenario, with strong bookings since early May. Marc Miralles, communications manager for RIU in Mexico and Latin America, said the chain already has occupancy levels above 80% two weeks before the tournament starts. Daniel Lozano, vice president of operations at Royalton Resorts, said its properties are already around 70% occupancy, with expectations of further increases in the remaining days before the opening.
Despite the stark differences among operators, the state government maintains its projection of attracting between 1 million and 1.5 million visitors during the World Cup. Authorities base this confidence on Cancun International Airport’s strong air connectivity, which offers direct flights to all 16 host cities where matches will be played starting June 11, positioning the region as a strategic hub for fans.
