DMC Expands Hotel Roster in June at Regular Rates to Avoid FIFA Pricing

Dallas Market Center has increased its partnership with nearby hotels to offer the usual market rates for Lightovation — but you must book through DMC’s travel service.

Lighting showroom buyers, exhibitors, and reps who have been concerned about the availability of hotel rooms and talk of exorbitant pricing due to the widely publicized FIFA World Cup matches taking place at market time, can let out a sigh of relief.

Dallas Market Center (DMC) reports that it has expanded partnerships with more than one dozen hotels in the immediate area to support buyers and exhibitors attending June 2026 Markets. Thanks to these agreements, DMC assures attendees that thousands of hotel accommodations will be available at typical market rates. However, the only method for securing these rooms is via Dallas Market Center’s travel service.

With FIFA World Cup matches taking place in North Texas this summer, DMC noted that it has  proactively planned well in advance to ensure hotel availability for market attendees. Matches will be held more than 20 miles away from the Market Center, and only a limited number of games overlap the June Market dates. DMC’s hotel partnerships offer a variety of locations and levels of hotels to offer flexibility, locked-in pricing, and convenient access.

In the month of June, DMC will host the Dallas Apparel & Accessories Market (June 16–19), followed by Dallas Total Home & Gift Market and KidsWorld (June 24–30), and Lightovation (June 24–27).

“We anticipated increased attention on hotel availability this June and took early action by securing strong hotel partnerships at competitive rates,” said Cindy Morris, president and CEO of DMC. “These accommodations are available exclusively when booking through Dallas Market Center’s official housing partner and can scale up to meet increasing demand.”

According to the DMC, while regional hotel demand will be higher in June, a recent report from a major U.S. hotel group ranked the city of Dallas as the lowest among World Cup host cities for expected demand and hotel sell-outs.  As demand builds and inventory sells, DMC also has the capability to add additional room blocks when needed to maintain availability.

In support of these efforts, DMC has launched a comprehensive outreach campaign to customers on digital platforms as well as through email, phone outreach, printed materials, and on-campus messaging. The campaign reinforces the message that hotel rooms are available at Market rates when booked through DMC travel services.

Related articles

Score Your June 2026 Lightovation Hotel Room Ahead of FIFA World Cup Fans