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Travel in Canada - Canada - March 2017

"The travel and tourism industry in Canada is in a position to take advantage of a weak Canadian Dollar in attracting international visitors (particularly US residents) as well as those Canadians deterred from travelling to the US due to the stronger US Dollar. Operators in the category will need to address cost-sensitivities as the majority of consumers are influenced by price when choosing a destination. This may translate to the need for brands to offer promotions highlighting seasonal activities and attractions. Incentives and last minute deals will enhance the opportunity to lure consumers seeking an affordable getaway. Furthermore, consumer attitudes indicate that Canadians are performing research prior to their trip and that they enjoy planning activities before arrival at a destination, thus consumers will more likely be confident in the booking process."
- Andrew Zmijak, Research Analyst

This Report discusses the following key topics:

  • Price is the top influencing factor when choosing a destination 
  • Canadian leisure travellers like to plan 
  • Some need a reminder of Canada’s offerings

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Price is the top influencing factor when choosing a destination
            • Figure 1: Influencing factors when choosing a destination, November 2016
          • Canadian leisure travellers like to plan
            • Figure 2: Trip-planning related attitudes towards travel, November 2016
          • Some need a reminder of Canada’s offerings
            • Figure 3: Select attitudes towards travel, any agree, November 2016
          • The opportunities
            • Younger consumers enjoy leisure travel
              • Figure 4: Types of leisure trips taken in Canada, 18-44s vs over-45s, November 2016
            • Younger consumers are influenced by a variety of factors
              • Figure 5: Influencing factors when choosing a destination, 18-44s vs over-45s, November 2016
            • A weak loonie and lower gas prices may boost Canadian tourism
              • What it means
              • The Market – What You Need to Know

                • Moderate growth projected for Canadian tourism
                  • Millennials are fond of leisure trips
                    • A weak Canadian Dollar contributes to Canadian tourism
                      • The effect of gasoline prices
                      • Market Size and Forecast

                        • Moderate growth forecasted for Canadian tourism
                          • Figure 6: Total volume of tourists, Canada, 2011-21
                          • Figure 7: Total volume of tourists, Canada, 2011-21
                          • Figure 8: Volume of domestic tourists, Canada, 2011-21
                          • Figure 9: Volume of domestic tourists, Canada, 2011-21
                          • Figure 10: Volume of international tourists, Canada, 2011-21
                          • Figure 11: Volume of international tourists, Canada, 2011-21
                        • Forecast methodology
                        • Market Factors

                          • Millennials admire leisure travel
                            • Figure 12: Projected trends in the age structure of the Canada population, 2014-19
                            • Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • A low loonie contributing to Canadian tourism
                            • The effect of gasoline prices
                              • Figure 14: Average retail prices for regular gasoline in Canada, 2016
                            • Increasing living costs will affect discretionary spending
                            • Key Players – What You Need to Know

                              • Interactive marketing campaigns
                                • Ottawa 2017
                                  • Newfoundland and Labrador Tourism
                                    • Social media and imagery inspire travels
                                      • The cost of travelling within Canada
                                        • The sharing economy is having an impact
                                        • Marketing and Advertising

                                          • Interactive advertising campaigns
                                            • Figure 15: Where Am I? [I’m The Riddle], television advertisement, June 2016
                                          • Ottawa 2017
                                            • Figure 16: Ottawa 2017 will blow your mind this year for Canada’s 150th, television advertisement, January 2017
                                            • Figure 17: Ottawa 2017, Ottawa Tourism, advertisement, 2017
                                            • Figure 18: Ottawa 2017, Ottawa Tourism, advertisement, 2017
                                          • Crayons, TV Ad, Newfoundland and Labrador Tourism
                                            • Figure 19: Crayons, Newfoundland and Labrador Tourism, television advertisement, January 2016
                                          • Sorry Toronto! Your neighbour, Montreal
                                            • Figure 20: Tourisme Montreal, Sorry Toronto! Your neighbour, Montreal, video ad, December 2016
                                          • Toronto won’t be held down
                                            • Figure 21: Tourism Toronto, The Views Are Different Here, video ad, March 2017
                                        • What’s Working?

                                          • The rise of mobile
                                            • Travel research and booking through the same platform
                                              • Social media and visual imagery inspire travels
                                              • What’s Struggling?

                                                • Challenges exist with mobile booking
                                                  • The cost of travelling within Canada
                                                  • What’s Next?

                                                    • The sharing economy is making waves
                                                      • Investment in regional travel hubs needed as traveller volumes expand
                                                      • The Consumer – What You Need to Know

                                                        • Most have taken a leisure trip to visit family or friends
                                                          • Younger consumers are very fond of leisure trips
                                                            • Price is of most importance when choosing a travel destination
                                                              • Interest in coastal regions is apparent
                                                                • Canadian leisure travellers are planners
                                                                • Types of Leisure Trips

                                                                  • Most have taken a trip to visit family or friends
                                                                    • Figure 22: Types of leisure trips taken in Canada (any season), November 2016
                                                                  • Men are more likely to take most types of leisure trips
                                                                    • Figure 23: Types of leisure trips taken in Canada (select), men vs women, November 2016
                                                                    • Figure 24: Cost-related travel statements, by gender, November 2016
                                                                    • Figure 25: Fallsview Casino Resort, goodbye, television advertisement, September 2016
                                                                  • Younger consumers are very fond of leisure trips
                                                                    • Figure 26: Types of leisure trips taken in Canada, 18-44s vs over-45s, November 2016
                                                                  • Canadians prefer to travel in warmer seasons
                                                                    • Figure 27: leisure trips taken in Canada, by season, November 2016
                                                                    • Figure 28: Outdoor-related leisure trips taken in Canada, by season, November 2016
                                                                    • Figure 29: Indoor-focused leisure trips taken in Canada, by season, November 2016
                                                                • Factors Impacting Choice of Destination

                                                                  • Price is most critical when choosing a travel destination
                                                                    • Figure 30: Influencing factors when choosing a destination, November 2016
                                                                  • Younger consumers are influenced by a number of factors
                                                                    • Figure 31: Influencing factors when choosing a destination, 18-44s vs over-45s, November 2016
                                                                • Regions of Interest

                                                                  • Interest in coastal regions is apparent
                                                                    • Figure 32: Regions of interest, November 2016
                                                                  • Over-45s prefer the east coast while 18-44s sway west
                                                                    • Figure 33: Regions of interest, 18-44s vs over-45s, November 2016
                                                                • Attitudes towards Travel

                                                                  • Canadian leisure travellers are planners
                                                                    • Figure 34: Trip-planning related attitudes towards travel, November 2016
                                                                  • Budget-oriented young women perceive travel in Canada as expensive
                                                                    • Figure 35: Cost-related attitudes towards travel, November 2016
                                                                  • Some need to be reminded of what Canada has to offer
                                                                    • Figure 36: Select attitudes towards travel, any agree, November 2016
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Travel in Canada - Canada - March 2017

                                                                          US $3,995.00 (Excl.Tax)