North Texas is gearing up for the FIFA World Cup, and companies in Dallas say demand for rides, rentals and charter services is surging. Premier Transportation’s Christina Tran, Alto’s Will Coleman, and Turo hosts including Scott Connery are all expanding fleets and hiring to handle the crowds across the Dallas-Fort Worth area. Their moves are meant to meet game-day surges and the ripple effects in hotels, nightlife and local services.
Premier Transportation, a Dallas-based chauffeur and luxury transport firm, reports most of its larger vehicles are nearly gone from the schedule. The company recently purchased a new bus and plans to add another vehicle to its fleet ahead of the tournament. “We’re walking through our motor coaches, these sit up to 56 passengers,” said Christina Tran of Premier Transportation.
Bookings are eating into every size of vehicle, and Tran says the smaller options are filling fast as well. “If you can see behind me all of these are booked out already, we are sold out on motor coaches, our mini busses we’re just about sold out on the sprinters,” Tran said. “Now we’re getting the inquiries on the sedans and SUVs and those have been booking up, so we’re almost at capacity.”
Ride-hailing outfit Alto is taking a proactive approach, putting more cars and drivers on standby for match days. “We are so excited that the FIFA World Cup is just around the corner!” said Will Coleman, Alto’s co-founder and CEO. “There’s a lot of preparations underway, we’re expecting massive demand. We’re doing everything we can from hiring drivers, bringing on new cars,” Coleman said. “We’re really digesting all the information we can to prepare to know how many cars we should have on the road at what times to best serve customers going to the games.” “We see this as 9 Taylor Swift concerts all in one month,” he said.
Car-sharing platform Turo expects its Dallas-Fort Worth listings to spike, and some hosts are already scaling up their inventories. Scott Connery, who manages a fleet of about 40 vehicles, said, “I’ve been adding more cars to the fleet,” as he prepares for the influx. The company is offering $100 to new hosts who complete their first trip with a new listing, and Tim Rossanis, head of Turo USA, notes the numbers look promising: “Last year, without the World Cup, earnings per vehicle was close to $2,000,” said Tim Rossanis, head of Turo USA. “And we’re seeing a really significant ramp up in demand obviously, at the moment, given the World Cup is coming very soon, so we would expect host earnings to be higher than that.”
Leaders at these companies say the spike in riders and rentals will ripple through the local economy, creating shifts in staffing and scheduling for weeks. Drivers and chauffeurs should see more work, and operators are lining up extra shifts and maintenance windows to keep vehicles rolling. “I’m going to have jobs for all of my chauffeurs, I’m going to make sure all the vehicles are booked out, so at this point, the revenue is going to be wonderful, I have no complaints on that, haha,” Tran said.
Practical advice is already emerging for fans and residents: book early, expect surges around match times, and consider off-peak travel when possible. Coleman has encouraged customers to reserve rides in advance for matches and related events to avoid long waits and closed booking windows. With hiring underway and more cars being deployed, companies are focused on matching supply to demand so services stay reliable amid the rush.
