Table of Contents
Executive Summary
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- The issues
- Leisure travel within Canada sees slight decline
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- Figure 1: Vacation/leisure trip occurrence, October 2019
- A lack of Wi-Fi a top concern for travellers
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- Figure 2: Top three tech-related barriers, October 2019
- Hotels face competition from sharing economy
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- Figure 3: Select preferences when leisure travelling, October 2019
- The opportunities
- Operators will want to attract Chinese Canadians
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- Figure 4: Trip occurrence, Chinese Canadians vs overall, October 2019
- Travellers are using their mobile devices for a variety of tasks
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- Figure 5: Tasks performed on mobile device, October 2019
- Travelling leads to a sense of fulfilment
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- Figure 6: Select attitudes towards leisure travel, October 2019
- What it means
The Market – What You Need to Know
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- Happier New Year for airline sector
- Population growth to drive traveller numbers
- Gasoline prices stabilize
Market Factors
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- Happier New Year for airline sector
- Population growth to pull up traveller numbers
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- Figure 7: Population growth, high-growth scenario, Canada, 2019-24
- Gasoline prices stabilise
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- Figure 8: Average retail prices for regular gasoline in Canada, 2016-19
Key Players – What You Need to Know
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- Travellers want to stay somewhere unique
- Over-tourism can lead to tourist caps
- Natural disasters can deter visitors
- Ski resorts go techno
- Sharing economy continues to evolve
What’s Working?
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- Travellers want to stay somewhere unique
What’s Struggling?
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- Over-tourism can lead to tourist caps
- Natural disasters can deter visitors
What’s Next?
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- Ski resorts go techno
- Sharing economy continues to evolve
The Consumer – What You Need to Know
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- Near half of consumers took a leisure trip in Canada
- Most are using their vehicles or flying to travel
- Hotels are the go-to for accommodations
- Travellers are using their mobile devices for a variety of tasks
- Lack of Wi-Fi a key concern while travelling
- Travel is fulfilling to most
Trip Occurrence
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- Close to half of consumers took a leisure trip in Canada
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- Figure 9: Air Canada, mobile ad, December 2019
- Figure 10: Air Canada, Instagram post, December 2019
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- Figure 11: Trip occurrence, October 2019
- Men more likely to travel for business
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- Figure 12: Trip occurrence, by gender, October 2019
- Parents are avid travellers
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- Figure 13: Trip occurrence, parents of children under 18 vs overall, October 2019
- Key to attract the Asian Canadian traveller
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- Figure 14: Trip occurrence, Chinese Canadians vs overall, October 2019
Modes of Transportation and Accommodations
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- Most are using their vehicles or flying when travelling
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- Figure 15: Modes of transportation used when travelling, October 2019
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- Figure 16: WestJet, acquisition mail, December 2019
- Figure 17: Porter Airlines, mobile ad, December 2019
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- Figure 18: Via rail Canada, Instagram post, October 2019
- Age makes a difference
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- Figure 19: Modes of transportation used when travelling, by age, October 2019
- Most stayed at a hotel, but this may slowly change
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- Figure 20: Eccleston Square Hotel Pimlico, Instagram post, January 2020
- Figure 21: Eccleston Square Hotel Pimlico, Instagram post, January 2020
- Figure 22: Accommodations used when travelling, October 2019
Tech and Travelling
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- Travellers are using their mobile devices for a variety of tasks
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- Figure 23: Tasks performed on mobile device, October 2019
- Younger groups need their mobile devices
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- Figure 24: Uber Eats Canada, Instagram post, August 2019
- Figure 25: Uber Eats Canada, Instagram post, August 2019
- Figure 26: Tasks performed on mobile device, by age, October 2019
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- Figure 27: Tasks performed on mobile device, by parental status, October 2019
- Asian Canadians leverage their mobile devices when travelling
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- Figure 28: Tasks performed on mobile device, Asian Canadians vs overall, October 2019
- Lack of Wi-Fi a key concern while travelling
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- Figure 29: Tech-related barriers, October 2019
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- Figure 30: Tech-related barriers, by age, October 2019
Attitudes towards Leisure Travel
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- Leading sentiment displays a sense of fulfilment among travellers
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- Figure 31: Bermuda Tourism Authority, online ad, December 2019
- Figure 32: Bermuda Tourism Authority, online ad, December 2019
- Figure 33: Visit Scotland, mobile ad, December 2019
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- Figure 34: Select attitudes towards leisure travel, October 2019
- Smartphones are essential for travel
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- Figure 35: Tech-related attitudes towards leisure travel, October 2019
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- Figure 36: Tech-related attitudes towards leisure travel (% any agree), by age, October 2019
- Travel preferences vary among Canadians
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- Figure 37: Preferences when leisure travelling, October 2019
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- Figure 38: Air Canada, loyalty email, December 2019
- Figure 39: Air Canada, acquisition email, January 2020
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- Figure 40: Together in Berlin | That’s Why We Airbnb | Airbnb, September 2019
- Figure 41: Millicent SA | Find your not-so-local | Airbnb, October 2019
- Some would partake in an extreme sport or activity
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- Figure 42: Activity-based attitudes towards leisure travelling, October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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