Hotels in Frisco charged far more during the World Cup than a year earlier, but on the nights matches were played they filled a slightly smaller share of their rooms, according to Visit Frisco's September sales and marketing report.
The tourism agency's report is listed among the staff reports on the City Council's agenda for Tuesday, Oct. 20. Reports are presented to the council and do not require a vote.
Match nights versus the full tournament
Using CoStar hotel data, the report compares nine match nights, from June 14 through July 14, with the same days in 2025. On those nights, Frisco hotels averaged 66.1% occupancy, down 2.8%. The average daily rate rose 15.6% to $193.35, and room revenue climbed 14.6% to about $5.73 million.
Hotels sold 29,639 room nights, 0.9% fewer than a year earlier, while the number of rooms available grew 1.9%.
Across the full June 14 to July 14 window, occupancy was 65.8%, down 0.5%, and the average rate was $187.74, up 12.2%. Rooms sold rose 2.2% to 97,573, and room revenue rose 14.7% to about $18.32 million. The report sums it up as demand running above last year for the tournament period even though match days dipped, with revenue growth driven by rates.
Other hotel markets gained more. A submarket table in the report lists match-day room revenue up 145.4% in Arlington, up 43.4% in Fort Worth and up 40.6% in Irving. The same table puts Frisco 40 miles from the stadium.
Tax collections and bookings
The report's executive director section projects hotel occupancy tax collections for the 2026 budget year at $16,154,595, counting year-to-date receipts plus a year-end estimate. That is about $2.18 million above the $13,972,369 the budget projected.
