Football World Cup Hospitality: Javier Cano, Marriott’s Area General Manager for metropolitan Los Angeles, has navigated the city’s investment landscape for over 45 years, managing through prosperous and challenging economic climates. His key takeaway for hotel investors is clear. There are always opportunities in LA. With a career dedicated to ensuring investor success.
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Cano speaks from experience, offering a pragmatic perspective on the complexities of the Los Angeles hotel market. While opportunities abound, he emphasizes that unlocking them requires strategic planning and adaptability. Los Angeles is currently experiencing a wave of investment, with $3 billion allocated to developing 2,000 new hotel rooms this year and a pipeline of 16 properties in progress.
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FIFA World Cup Hospitality: Reversing the Downward Trend Challenges and Opportunities in LA’s Hotel Market
This marks a reversal of the downward trend seen in 2023-24, but challenges such as high interest rates, rising construction costs, and elevated operating expenses continue to make new-build projects difficult to justify. Despite these hurdles, Cano remains optimistic about the city’s potential, particularly through alternative investment strategies like property conversions.
Cano, who also serves as vice chair of the Hotel Association of Los Angeles, believes that the market needs time to recover before significant gains in new hotel construction can be realized. Some fundamentals have to change to make this environment better for development, he notes. In the meantime, conversion projects present a compelling opportunity for FIFA World Cup 2026 investors.
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FIFA 2026 Hospitality: Los Angeles in the Global Spotlight Capitalizing on Major Events
The potential for defaults in other property sectors, such as office spaces, may create additional avenues for hotel investors to acquire assets at favorable prices. However, competition is intensifying as office investors also seek to capitalize on the shift toward hybrid work policies by repurposing underutilized office buildings. The sheer size of Los Angeles, combined with the expansion of the city’s Metro system, provides hotel investors with a broad range of options.
Extension of public transit throughout the city means investors have more options to find the right asset with the right turnaround profile at the right price in the right market, Cano explains. He highlights the value-add potential for investors who can identify and unlock the possibilities of underutilized properties. Not every investor will recognize whether a particular asset should come into play. So, there’s also a value-add for investors who see the possibilities.
Los Angeles is set to host a series of high-profile global events, including the FIFA World Cup 2026 and the 2028 Olympic and Paralympic Games. These events will place the city in the international spotlight, offering a unique opportunity to boost hotel performance. Cano, however, is focused on leveraging these events to create long-term benefits rather than short-term spikes. This will be the third time Los Angeles has hosted the Olympic Games.
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Football World Cup Hospitality: The Essence of LA Cultural, Culinary, and Entertainment Offerings for Travelers
We’ve learned how to ensure these events don’t have a one-and-done boost for hotel performance, he says. Drawing inspiration from Paris’s successful showcasing of the city during the 2024 Summer Olympics, Los Angeles is working to highlight its diverse neighborhoods and attractions. The Los Angeles Tourism & Convention Board (LA Tourism), the Los Angeles Sports & Entertainment Commission, LA28, and other organizations are collaborating to use these world-class events.
As a platform to introduce international travelers to the city’s rich mix of cultural, culinary, and entertainment offerings. Our neighborhoods, with all the diverse experiences they offer, are the essence of LA, Cano notes. They show what’s on offer citywide, and that can be very, very attractive to international travelers. In addition to global events, FIFA World Cup 2026 several other factors are driving demand for hotels in Los Angeles.
The expansion and upgrades at LAX airport are expected to increase visitor numbers, while the city’s diversifying business base and vibrant art, culture, and dining scenes continue to attract both leisure and business travelers. Cano also highlights the importance of the proposed expansion of the Los Angeles Convention Center, which he believes will be a critical driver of profitability. A convention facility that can compete for nationwide conventions not only benefits Downtown LA.
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