On June 12, Peggy Orenstein's inbox was flooded with requests to book her Inglewood property on Airbnb.
The date seemed random, but after a quick search the influx of interest became clear. It was exactly one year before one of the biggest events in college football history, when the United States would open its World Cup against Paraguay at Sofi Stadium, and Orenstein had set up a system that would only accept booking requests a year in advance.
Rent Orenstein is located directly across the street from the venue. Suddenly her Airbnb became one of the hottest homes in the Southland.
She had not yet adjusted prices to reflect the frantic demand, so she rejected requests and adjusted rates. Typically, a two-night stay in a house will cost about $1,000. A two-night stay during the Americans' June 12 opener will now cost more than $10,000.
About 6.5 million people are expected to travel to North America during the 2026 World Cup, with many of them heading to Los Angeles, home of SoFi Stadium. holding eight gamesincluding two matches in the USA in the group stage. Airbnb hosts see the games as a goldmine, hoping football fans will shell out thousands to stay near the stadium.
The World Cup rental market will serve test case in time for the 2028 Olympics, when approximately 15 million people are expected to visit Southern California.
By the evening of the June 12 opening match, more than 70% of short-term rentals in Inglewood were already booked, according to Inside Airbnb. This is a 58% increase over regular booking rates on regular days.
Tariffs are also rising. On June 1, the average booked price on Airbnb in Los Angeles is $245. according to the AirDNA platform. On June 12, when the United States plays Paraguay, the price will be $382, an increase of 56%.
In Inglewood, prices are even higher. Homes that would normally rent for hundreds are selling for thousands. Cost per night two-room apartment a unit from SoFi typically costs 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 pay,” Orenstein said.
Some hosts use an algorithm to determine nightly rates, but Orenstein sets the prices herself. She arrived at the $10,000 figure by looking at nearby hotels that were mostly sold out for the eight World Cup matches.
“During the World Cup, a suite was available at the Lum Hotel for $1,943. Meanwhile, our house sleeps eight guests with four bedrooms, plus a kitchen and yard,” she said.
There are classic amenities like a grill and hot tub, but the biggest draw is the proximity. Orenstein expects visitors to spend money on convenient on-site parking and walk to the stadium, while everyone else navigates traffic jams and long waits for shared rides.
“It’s getting crazy out there,” she said. “When I walked by during the Taylor Swift concert, people offered to pay me $40 to use the restroom. During the Super Bowl, our neighbor was selling parking spaces for $1,000.”
David (pictured) and Peggy Orenstein own an Airbnb across the street from SoFi Stadium.
(Robert Gauthier/Los Angeles Times)
Colin Johnson was rent out your house near the Sofi Stadium for two years. This is his actual residence, meaning when someone stays there, they have to book a hotel or crash on a friend's couch. But he said the payout is worth it.
“There are so many events and venues around us, why don’t we take advantage of it?” – he said.
A typical two-night stay in a three-story townhouse will cost about $600. For the opening match in the US, it costs over $3,000.
Johnson said demand is about 60% American and 40% foreign, but he expects foreign interest to increase as the games get closer.
The demand isn't limited to Inglewood. According to Mokhtar Jabli, founder of luxury rental platform Nightfall Group, luxury rentals throughout Los Angeles are booked at an eye-popping rate.
So far he has ordered two. The first was rented by a client from Florida who was in Los Angeles to see Iran play two matches at SoFi Stadium against New Zealand and Belgium. A modern home in the Hollywood Hills with an infinity pool overlooking the city is rented for $33,000 for seven nights from June 15 to 22.
The second was ordered by a client from New York who came to watch the USA play Paraguay. The 7,000-square-foot Malibu mansion has 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 L.A. County to see a surge in supply as well as demand.
“There’s a lot of interest now in what you can accomplish as a host,” Lane said. “Most cities will not have enough housing supply, which will drive up rates.”
He added that since Airbnb is official The company encourages people to adopt the World Cup's “Alternative Accommodation and Booking Platform.” AirDNA has held several training courses across the country for people interested in renting out their homes during the World Cup, teaching them how to furnish homes, how to set prices during the games and more.
Lane expects an increase in applications early next year, which will be similar to Paris in the months leading up to the 2024 Olympics, when the number of active ads increased by 40%.
It's unclear how aggressively Southern California cities will crack down on illegal listings as homeowners look to make a quick buck by renting out their rooms. Many cities have strict rules for short-term rentals but have not taken the steps necessary to enforce them.
Last year, the Los Angeles Housing Department estimated that 7500 short term rentals violated the city's Home Sharing Ordinance, but the city issued only 300 fines.
Orenstein said it won't be easy in Inglewood.
“To buy Airbnb, you have to overcome all the difficulties,” she said. “Apply for permits, do inspections, pay taxes every month. Everything has to be done right.”
