On June 12, Peggy Orenstein’s inbox was flooded with requests to book Inglewood Airbnb.
The date seemed like a coincidence, but a quick search revealed a flurry of interest. It was exactly one year before the U.S. opened the World Cup against Paraguay at SoFi Stadium, one of the biggest events in American soccer history, and Orenstein had set up a system that would only accept reservation requests up to a year in advance.
It is located opposite the venue. Suddenly, her Airbnb became one of the most popular homes in the South.
She denied the request and adjusted the price because she had not yet made a price adjustment to reflect the intense demand. Two nights in the house typically costs about $1,000. A two-night stay during the U.S. Opening Day on June 12th would currently cost more than $10,000.
Approximately 6.5 million people are expected to travel to North America during the 2026 World Cup, many of whom will head to Los Angeles, home of SoFi Stadium, for the two group stage games against the United States. Airbnb hosts see matches as a gold mine, hoping soccer fans will pay thousands of dollars to stay near the stadium.
The World Cup rental market will also work for the 2028 Olympics, when an estimated 15 million people are expected to visit Southern California.
More than 70% of Inglewood’s short-term rentals are already booked for opening night, June 12, according to data site Inside Airbnb. This is a 58% increase compared to the typical booking rate on a normal day.
Prices are also on the rise. As of June 1, the average Airbnb booking price in Los Angeles is $245. On June 12, when the U.S. played against Paraguay, it hit $382, up 56%.
In Inglewood, prices are even rougher. Homes that typically rent for hundreds are listed for thousands. Nightly rates for AA block from SoFi are typically around $400. On June 11th, the day before the game, it was $713. On June 12th, the day of the game, it was $1,714.
“It’ll be interesting to see how much people pay,” Orenstein said.
While some hosts use algorithms to determine nightly rates, Orenstein sets his own rates. She arrived at the $10,000 figure by researching nearby hotels, which were mostly full on the nights of the eight World Cup games.
“Rum Hotel had a suite available for $1,943 during the World Cup, whereas our house has four bedrooms, a kitchen and a garden and can sleep up to eight people,” she said.
There are classic amenities like a grill and hot tub, but the biggest amenity is its proximity. Orenstein is counting on visitors to have the convenience of parking on-site and walking to the stadium while other visitors brave traffic jams and long ride-share waits.
“It gets crazy outside,” she said. “I once walked by during a Taylor Swift concert and was asked to pay $40 to use the restroom. During the Super Bowl, my neighbor sold his parking spot for $1,000.”
Collin Johnson has been near SoFi Stadium for two years now. It’s his actual residence, and when someone stays there, they have to book a hotel or sit on a friend’s couch. But he said the payment was worth it.
“There are so many events and venues around us, why not take advantage of that?” he said.
A typical two-night stay in a three-story townhouse costs about $600. For the U.S. Opener, it costs more than $3,000.
Johnson said demand is about 60% American and 40% foreign, but he expects foreign interest to increase as the game gets closer.
The demand is not limited to Inglewood. Mokhtar Jabri, founder of luxury rental platform Nightfall Group, says he’s seeing an impressive number of reservations for luxury rentals across Los Angeles.
He has two reservations so far. The first was rented by a Florida customer who came to Los Angeles to watch Iran play two games against New Zealand and Belgium at SoFi Stadium. This modern home in the Hollywood Hills, with an infinity pool overlooking the city, was rented for seven nights from June 15th to 22nd for $33,000.
The second was booked by a customer in New York who came to watch the U.S. vs. Paraguay game. This 7,000-square-foot mansion in Malibu includes a movie theater, butler, security, and full-time staff. It was rented for 10 days for $100,000.
Jamie Lane, chief economist at AirDNA, expects supply as well as demand to surge across Los Angeles County.
“There’s a lot of interest right now in what we can do as hosts,” Lane said. “Most cities don’t have enough accommodation, so accommodation prices will be higher.”
He added that the company has been encouraging people to host since its “alternative accommodation and booking platform” for the World Cup. AirDNA has hosted multiple bootcamps across the country for people interested in renting out their homes during the World Cup, teaching them how to furnish their homes and set prices during the games.
Lane expects the number of listings to increase early next year, which will mirror Paris in the months leading up to the 2024 Olympics.
It’s unclear how aggressive Southern California cities will be in cracking down on illegal properties as homeowners look to make a quick buck by renting out their units. Many cities have strict regulations regarding short-term rentals but do not take the necessary steps to enforce them.
Last year, the LA Housing Authority estimated they were violating the city’s home-sharing ordinance, but the city issued only 300 citations.
Orenstein said it’s not easy in Inglewood.
“You have to jump through hurdles to have an Airbnb,” she said. “You apply for permits, you do inspections, you pay taxes every month. It has to be done right.”
