Almost half of Canadian sports fans (42%) are more likely to travel and see a game on the road rather than attending a game at home or in their closest sports city, according to a new study by Expedia, Hotels.com and Vrbo. The Sports Travel Road Game Report also found that the average fan takes approximately three sports trips per year, and that 80 percent of fans are looking to take either the same or more trips in the upcoming year than they did the previous year.
Fans prioritized sports travel over dining at restaurants and going to concerts and reported spending on average $4,294 per year on sports trips (including travel, accommodation, tickets, and food). For football fans, the cost per trip was said to be approximately $500 higher than the average fan trip, while hockey fans estimate an average spend of $1,291 per trip.
“The amount sports fans are willing to spend may seem surprising to non-sports fans until you realize it’s not just about the match – a game on the schedule gives some fans the reason they need to actually book and take their vacation, turning ‘someday’ into a reality,” says Melanie Fish, head of PR for Expedia Group Brands.
Fans reported hockey (47%), baseball (21%), soccer (21%) and basketball (21%) were the top sports they were looking to travel and watch in person over the next 12 months, and many were just as likely to travel for American pro football as they are for Canadian football (16%).
While the majority (72%) of fans said the game itself was the best part of being there in person, there are other reasons the in-person experience has so much appeal over watching games on a screen:
• Cheering along with the crowd (55%)
• The chance to gather socially with friends and family (47%)
• In-game entertainment (30%)
For specialty events like awards ceremonies and outdoor games, almost half (45%) reported they were more likely to travel for these occasions than regular games. In fact, Expedia flight data shows bookings for Nashville, Tenn., saw an increase of 135% during pro hockey’s annual awards festivities3 in June 2023 when compared to the previous week.
As for where Canadians are travelling to, Toronto came in as the most desired destination in the world for Canadian sports fans. Full list:
1. Toronto
2.New York
3. Montreal
4. Las Vegas
5. Vancouver
6. Los Angeles
7. Boston
8. Miami
9. Chicago.
10. Seattle
Notably, when deciding where to take vacation, travellers were more inclined to look at the schedule and choose a destination where their favourite team was playing (53%), rather than following a favourite player (19%); or choosing a destination and seeing any local team (12%). Forty-two percent have planned a sports trip around a birthday.
When it came to deciding where to stay or what activities to do, 64% said they felt inspired by athlete and team social media accounts and would add a featured activity or hotel to their itinerary. Soccer fans (80%), Esports fans (78%), and hockey fans (64%) were the most likely to be influenced by athletes on social media. Regardless of fandom, Gen Z was most inclined to find trip inspiration from athletes (79%), and the breakdown between men and women was nearly even (67% versus 66%, respectively).
Over half of fans (53%) said proximity to the arena was very important to them, but 44% also wanted lodging to be close to other tourist attractions, proving that sports trips aren’t just about the games themselves. Other top amenities for fans included complimentary breakfast (41%) and discounted nightly rates (34%).
The majority of fans also admitted they’re willing to shell out more on accommodation that’s closer to the arena (73%). Those aged 55+ were most interested in closer accommodation, but they were also the group least willing to pay extra for it.
Fans were also interested in staying in vacation rentals where they could stay together and enjoy private amenities such as pools and hot tubs. Almost three quarters (72%) of respondents said they would consider booking a vacation rental for an upcoming sports trip.