As preparations for the 2026 World Cup heat up, a massive hiring boom is sweeping across the US service industry. But local businesses are growing increasingly worried that skyrocketing costs and FIFA price hikes could ruin what was expected to be a historic economic celebration.

Hotels bet on a surge that hasn’t materialized. With weeks to go, pricing, perception and demand will determine whether host cities win or miss the moment.

Analysts said U.S. hotel operators Marriott, Hilton and Hyatt as well as online travel platforms Airbnb, Booking Holdings and Expedia are poised to benefit from the event.…