On June 12, Peggy Orenstein’s inbox was flooded with reservation requests for her Inglewood Airbnb.
The date seemed random, but after a quick search, the influx of interest became clear. It was exactly a year before one of the biggest events in American soccer history, when the United States would kick off its World Cup in a match against Paraguay at SoFi Stadium, and Orenstein had set up a system to only accept reservation requests up to a year in advance.
Orenstein’s location is right across the street from the venue. Suddenly, his Airbnb became one of the most desirable homes in the Southland.
She hadn’t yet adjusted prices to reflect the rabid demand, so she declined the requests and changed the rates. Typically, a two-night stay at the house would cost around $1,000. For a two-night stay during the Americans’ home opener on June 12, it will now cost more than $10,000.
About 6.5 million people are expected to travel to North America during the 2026 World Cup, and many of them will travel to Los Angeles, where SoFi Stadium is hosting eight matches, including two U.S. matches during the group stage. Airbnb hosts view the games as a gold mine, hoping football fans will shell out thousands of dollars to stay near the stadium.
The World Cup rental market will serve as a test run for the 2028 Olympics, where about 15 million people are expected to visit Southern California.
For opening night on June 12, more than 70 percent of short-term rentals in Inglewood have already been booked, according to data site Inside Airbnb. This represents a 58% increase compared to typical booking rates on normal days.
Rates are also increasing. As of June 1, the average rate booked for an Airbnb in Los Angeles is $245, according to data platform AirDNA. On June 12, when the United States plays Paraguay, the price will be $382, a jump of 56 percent.
In Inglewood, the prices are even wilder. Homes that normally rent for hundreds are listed for thousands. The nightly price for a one-bedroom apartment a block from SoFi is typically around $400. On June 11, the day before the game, it’s $713. On June 12, game day, it’s $1,714.
“It will be interesting to see how much people will pay,” Orenstein said.
Some hosts use an algorithm to determine their nightly rates, but Orenstein sets the prices herself. She arrived at the $10,000 figure by looking at nearby hotels, which are mostly full on the nights of the eight World Cup matches.
“The Lum Hotel had a suite available during the World Cup for $1,943. Meanwhile, our house can accommodate eight people with four bedrooms, plus a kitchen and courtyard,” she said.
There are classic amenities such as a grill and hot tub, but the biggest advantage is proximity. Orenstein relies on visitors being able to park on the property and walk to the stadium while everyone else navigates traffic and long carpool waits.
“It’s getting crazy out there,” she said. “People offered to pay me $40 to use the restroom while walking past a Taylor Swift concert. Our neighbor sold parking spaces for $1,000 during the Super Bowl.”
David (pictured) and Peggy Orenstein run an Airbnb across the street from SoFi Stadium.
(Robert Gauthier/Los Angeles Times)
Colin Johnson has been renting his house near SoFi Stadium for two years. It’s his real residence, which means when someone stays there, they have to book a hotel or sit on a friend’s couch. But he said the payments were worth it.
“There are so many events and places around us, why shouldn’t we take advantage of them? he said.
A typical two-night stay in a three-story townhouse costs around $600. For the opening match in the United States, it costs more than $3,000.
Johnson said demand is about 60% Americans and 40% foreigners, but he expects foreign interest to increase as the games get closer.
The demand is not limited to Inglewood. Luxury rentals in Los Angeles are booked for eye-popping numbers, according to Mokhtar Jabli, founder of luxury rental platform Nightfall Group.
He has booked two so far. The first was rented by a customer from Florida who came to Los Angeles to watch Iran play two matches at SoFi Stadium against New Zealand and Belgium. The modern Hollywood Hills home, featuring an infinity pool overlooking the city, rented for $33,000 for seven nights June 15-22.
The second was booked by a New York customer who came to see the United States play in Paraguay. The 7,000-square-foot Malibu mansion includes a movie theater, butler, security and full-time staff. For 10 days, he rented himself $100,000.
Jamie Lane, AirDNA’s chief economist, expects an increase across Los Angeles County not only in demand, but also in supply.
“There’s a lot of interest right now in what you can earn as a host,” Lane said. “In most cities, there won’t be enough housing, which will drive up prices. »
He added that since Airbnb is the official “alternative accommodation and booking platform” for the World Cup, the company is encouraging people to host the World Cup. AirDNA has hosted several bootcamps across the country for people interested in renting out their homes during the World Cup, teaching them how to furnish their homes, how to price during the games and much more.
Lane expects a surge in registrations early next year, similar to Paris’s in the months leading up to the 2024 Olympics, when active registrations jumped 40%.
It’s unclear how proactive Southern California cities will be in combating illegal listings, as landlords look to make a quick buck by renting out their rooms. Many cities have strict regulations regarding short-term rentals, but have not taken the necessary steps to enforce them.
Last year, the Los Angeles Department of Housing estimated that 7,500 short-term rentals violated the city’s home-sharing ordinance, but the city issued only 300 citations.
Orenstein said it won’t be easy in Inglewood.
“You have to jump through hoops to have an Airbnb,” she said. “Apply for permits, do inspections, pay your taxes every month. It has to be done right.”
