Robert Finvarb, CEO of Robert Finvarb Companies, said his seven South Florida hotels are pacing 33 percent ahead of last year’s room nights and 50 percent ahead in revenue for the World Cup period.

Average daily rates are about 15 percent higher than a year ago, a significant improvement compared to June 2025, which Finvarb said was “abysmal.”

Despite those gains, Finvarb said performance has yet to meet some of the lofty expectations that preceded the tournament.

He pointed to higher-profile matchups later in the competition, including Portugal versus Colombia, as well as the quarterfinal and third-place match, as potential demand drivers.

The compressed booking window is making it difficult to gauge the tournament’s impact before kickoff, he said.

“A lot of my competitors, I believe, are panicking because they’re not seeing the pickup in business, but a lot of that pickup may actually come in the week [of the first game],” said Finvarb.