Beyond kick off: How travel intent will build before, during, and after the World Cup

The 2026 FIFA World Cup is not just rocking the sporting world, but is shaping up to be a global marketing spectacle.

According to the “World Cup Lookahead Travel” report by Microsoft Advertising, an estimated six million travellers are expected, giving brands a rare opportunity to capture audiences on the move, influence last-minute decisions, and compete in ad auctions hotter than a World Cup final.

But this is not business as usual. In fact, with the onset of the sporting event, travel patterns are expected to be more complex than ever as fans juggle multi-city itineraries and last-minute flights.

According to the report, timing will be critical, as ticket releases, match outcomes, and even team losses will drive waves of search behaviour and travel bookings outside the usual seasonal patterns.

With digital competition expected to be fiercer than ever, advertisers must fight for attention in an environment where visibility is key. Brands that miss the mark risk losing their audiences entirely.

So, how can you win in the world of fandom? We’ve got you covered. Here is your playbook to succeed this season:

1. Travel demand will be complex and multi-city

Fans attending the 2026 World Cup are likely to plan multi-city itineraries that combine match attendance with sightseeing and trips to neighbouring countries. This behaviour will be shaped by the distribution of match locations, the prominence of international hubs, and limited high-speed travel options – which makes air travel and car rentals the default choice for most fans.

According to Microsoft Advertising’s report, Airbnb alone is expected to host 2.7 million guest nights during the tournament, with a further 1.7 million projected over the next five years. Online travel agents are expanding across multiple categories, with car rentals seeing a 222% increase in visibility, flights up 61%, vacation rentals growing 44%, and hotel searches increasing 40%.

Key international hubs in the region are expected to experience sustained surges in travel interest, while secondary host cities will see shorter, event-focused spikes.

Historical patterns such as last-minute research surges observed during the Taylor Swift Eras Tour suggested that reactive, on-the-fly planning, will be a major factor during the World Cup and brands must be ready to capitalise on the trend.

2. Timing and flexibility are critical

Timing is going to be key. The World Cup will disrupt traditional travel seasonality, creating waves of demand that will challenge even experienced marketers.

Ticket releases, match outcomes, and fan behaviour will drive multiple surges in travel interest, often outside normal booking windows.

Events of the past such as England’s loss in the Euro 2024 final showed fans can be reactive. It saw travel-related clicks jumping 69% the following day, representing a 58% larger day-over-day increase compared with the two weeks before and after.

Travel auction competitiveness also tends to grow in phases, peaking around ticket releases and major event milestones.

"In Southeast Asia, major football moments bring people together and drive real-time reactions. Fans research travel, tickets, and experiences in bursts, so brands that combine local insights, a broad reach, and agility will be best placed to cut through when intent peaks."

Tae Kyu Kim, senior partner sales executive, Microsoft Advertising Southeast Asia and Korea.

Nonetheless, infrastructure and logistical constraints add complexity. For example, Visa processing can slow travel planning in many countries across the region. Meanwhile, airports in key hubs are expected to experience significant surges in passenger traffic, requiring marketers to anticipate last-minute decisions and shifting booking behaviour.

Brands that can respond quickly to spikes in demand, offer flexible travel options, and communicate adaptable booking or cancellation policies will be best placed to capture undecided or last-minute travellers.

3. Visibility and digital competition will define success

In the crowded digital landscape, reaching the right audience at the right time will be as important as clicks themselves.

Fans in Southeast Asia will be researching travel, tickets, and experiences, generating surges in online activity that make standing out essential. Data from past events shows that campaigns with broad cross-channel reach and visually engaging formats, including display, multimedia, and feed-based ads, are more likely to capture attention and influence decision-making.

Nearly 94% of B2B marketers in Singapore and 91% globally say that capturing and keeping attention has become the biggest campaign challenge, according to a 2025 LinkedIn study. Many have turned to video and influencer-led strategies to cut through the noise in an increasingly fragmented landscape.

Automation tools such as Performance Max can also help by identifying high-value opportunities across channels, allowing brands to maintain efficiency while remaining flexible to last-minute changes in demand.

Marketing campaigns should focus on creative formats that stand out, align targeting with evolving travel behaviours, and remain nimble enough to respond to sudden surges. By combining strategic audience planning, cross-channel reach, and selective automation tools, brands can maximise reach, influence decisions, and ensure campaigns perform effectively during one of the year’s most dynamic marketing periods.

The 2026 FIFA World Cup will test how well brands can operate in moments of uncertainty. Travel demand will be fragmented, timing will be unpredictable, and competition for attention will be intense.

Success will depend on preparation combined with flexibility such as understanding how fans move, anticipating reactive surges linked to match outcomes, and staying visible when intent peaks.

Anticipating fan behaviour, maintaining visibility at critical moments, and responding swiftly to shifting demand will be essential. Brands that combine strategic planning with agility will be best placed to turn fleeting World Cup moments into meaningful engagement and lasting impact.

This article was done in collaboration with Microsoft Advertising APAC.

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