Tongcheng Travel (00780): The quarter-finals of the World Cup began, and the popularity of video room reservations increased by 53% compared to the opening day
The Zhitong Finance App learned that on July 10, the quarter-finals of the 2026 US-Canada-Mexico World Cup officially started. According to data from the Tongcheng Travel (00780) platform, before and after the quarter-finals (July 9-10), the popularity of domestic hotel video room reservations increased by 53% compared to the opening day (June 11-12).
At present, the status of the quarter-finals of the World Cup and the four-group quarter-finals match situation is completely clear. According to Tongcheng travel data, as the tournament progressed, many fans who had previously been on the sidelines concentrated on additional reservations. Of these, 60% of the July 9 check-in orders were locked within 24 hours. The intense lineup of focus matches will be completed within the next three days, and the popularity of watching the game has reached a new high since the start of the tournament.
According to data from Tongcheng Travel, from July 9 to 12, the popularity of reservations for a party house and a two-bedroom, one-living room type homestay increased 48% over the previous month, and the mid-size ballroom, which can accommodate 6 to 10 people, was the most popular. Some popular homestays have added interactive facilities such as board games, jersey photo areas, and themed decorations to the 100-inch projection equipment, and launch exclusive events such as “Guess the Score and Win Free Tickets”. Judging from the room structure, twin rooms, family rooms, and suites suitable for multiple people accounted for nearly 50% of bookings, an increase of about 8 percentage points over the first weekend of the competition. Social rooms already account for “half” of video room reservations.
Furthermore, during the quarter-finals games from night to morning, fans' dual demand for “comfortable watching and easy to eat” led to the popularity of room type reservations with meals — watching nighttime games required supper supplies, and breakfast was eaten before the morning games began. Video room reservations with breakfast are growing at a rate of 21% over last year; room types that include free supper are also popular, and “video room+meal” is becoming the standard choice for fans to stay while watching the game.
The summer domestic soccer atmosphere is heating up at the same time. Local city soccer leagues such as the Soviet Super League, Sichuan Super League, Gan Super League, and the Northeast Super League are all in a heated phase. The schedule of many games was fine-tuned due to typhoon weather, but the popularity of watching the games did not decrease. According to data from Tongcheng Travel, the popularity of hotel reservations around the tournament venue has increased markedly, and cities with stadium venues such as Suzhou, Chengdu, Nanchang, and Changchun have become hot spots for fans to stay. Hotels close to stadiums, with audio-visual facilities, or late check-out services are more popular, and summer sports spending trends of “watching games on a big screen” and “watching live games” are obvious.
According to an analysis by Tongcheng Research Institute, from the opening day of the World Cup to the quarter-finals, the popularity of reservations for video rooms and themed homestays continued to rise, reflecting the shift from fans' demand for high-quality immersive game viewing experiences to “normalization.” The act of watching games has evolved deeply into social consumption, and the “event+social+lodging” complex consumption model is taking shape. As the tournament enters the quarterfinals, more focus matches will be staged one after another, and the popularity of reservations for video rooms and dance halls is expected to increase further.