Finding group blocks trickier to book lately? Try these expert tips for smoother hotel arrangements for your team.
By Connie Jeske Crane
IT’S ALMOST a year away. Yet as she sources hotel accommodations for a 2027 competition, Shelley Crawford, regional director for Fuel Sports, a division of Meeting Encore, says even working so proactively, several hotels are holding off on getting back to her.
What gives? Sport tourism is a major generator of revenue for destinations yet according to industry experts, nailing down hotel blocks may require extra effort today. Due to unique pressures on both sides, Crawford sees a growing “disconnect” between sport groups and hotels around bookings.
SPORT GROUPS FACE:
Rising / volatile hotel costs: Statistics Canada reports that, in June 2026, traveller accommodation costs jumped roughly 20% year-over-year (YOY) in Ontario and British Columbia, driven by summer demand and major events like the 2026 FIFA World Cup.
Tighter budgets: Crawford says, “There is no money, definitely in the minor sports or even the national sport bodies” to hold extra hotel rooms during qualifier periods. And a 2026 Sport Information Resource Centre (SIRC) report notes rising costs and elite pathways make sport less accessible for many Canadian families.
High expectations: Still, Crawford says, sport clients want all the concessions they’re used to, including room rebates, amenities like kitchenettes, meeting spaces and shorter (14- to 21-day) cutoffs for cancellations.
HOTELS FACE:
Rising demand: Destination Canada reports Canada’s tourism and sport tourism sectors saw strong growth in 2025; in Q1 2026, tourism spending hit $29.5 billion, a 5.6% YOY increase.
Competing interests: In London, ON, a premier destination for business travel and sport tourism, Jeanette Lugg, senior sales manager, Best Western Plus Lamplighter Inn & Conference Centre, says if a sport group wants a large room block or work week stay, “That displacement component is always a major factor. Like, what corporate business are we potentially going to have to take out?”
Revenue management: To maximize profitability, hotel revenue managers are incented towards dynamic pricing and stricter cancellation terms (i.e., 45- versus 30-day cutoff), Crawford says. “The hotels are going the opposite way to what sport groups are looking for.”
Strategies for smoother bookings in the current climate
Allow lead time: “It’s never too early to reach out,” Lugg says, noting for large bookings in particular, “the further out we can plan, the better.”
Clarify needs: Solid data is fundamental when approaching hotels. Crawford recommends clarity on dates, room types and group makeup. “Giving as much information as possible, what you’re looking for, and whether it is a qualifier or your team’s booking early or booking late. Is there attrition that’s needed?”
Work with sport savvy hotels: Crawford advises seeking hotels that understand sport group needs (some chains now have sport certifications), like flexible meal options. “If you ask for a special group breakfast rate for your sports group, a sport savvy hotel will likely have a discounted sport breakfast rate and vouchers.”
Negotiate a good contract: Whether it’s attrition clauses or extra amenities groups will pay for at hotels, Crawford advises some back and forth to get a contract everyone’s happy with. Strong communication with hotels: Lugg recommends sport groups appoint one person “for communications with the property, to avoid any miscommunication” and booking pre-event meetings to review logistics for things like catering, AV, transportation and security.
Curate hotel information for participants: To help with registration uptake, Crawford creates hotel information packages that groups can post on their websites detailing selected hotels’ amenities, rates, check-in and cancellation policies, registration links and group codes. “You have all of the information in front of you.”
Get help: Lugg recommends reaching out to destination marketing organizations: “There’s potential funding through the city with bringing in large tournaments or events and resources they can help with.” Crawford says site selection companies, like Fuel Sports, offer sport groups years of experience and relationship building.
Flexibility: Both Lugg and Crawford say flexibility and open conversation are key. Anyone can make a reservation, but Crawford says the back-and-forth, discovering a hotel is “eager for the business and willing to look at different things,” that’s what forms great deals.
Published October 2026
