Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Canada Family Vacations Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Family Vacations market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report focuses on leisure travel and more specifically family vacations. For the purposes of this report, family vacationers are defined as internet users aged 18+ who have travelled for leisure purposes with family (including children, spouse/partner, parents/ grandparents, siblings and/or other family members including cousins, aunts/uncles and in-laws) in the last two years.

Additionally, it covers the challenges the market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing. The report covers leisure trip occurrence, frequency of leisure travel, vacation companions, types of vacations and activities, travel inspiration, important family vacation factors and attitudes toward family vacations.

Key points included

  • Men and women prefer different activities
  • Attracting younger cohorts will take more effort
  • Family vacations can present challenges to those with young children

Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Travel sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Canadians are inclined towards leisure travel, with the majority having taken an overnight leisure trip in the past two years. In this same period, a quarter of consumers had gone on a leisure trip with their children under the age of 18 and most went with their spouse/common-law partner. Andrew Zmijak
Travel Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Family vacations can present challenges to those with young children
            • Figure 1: Attitudes (select) towards travel (% agree), parents that travelled with children aged five or younger vs overall, December 2018
          • Men and women prefer different activities
            • Figure 2: Types of vacations and activities, by gender, December 2018
          • Attracting younger cohorts will take more effort
            • Figure 3: Travel inspiration, 18-44s vs over-45s, December 2018
          • The opportunities
            • Opportunity to attract couples is strong
              • Figure 4: Vacation companions, December 2018
            • Parents are significantly more inclined to visit theme/water park
              • Figure 5: Types of vacations and activities, parents vs non-parents, December 2018
            • Family vacations bring families together
              • Figure 6: Bonding-related attitudes towards family vacations, December 2018
            • What it means
            • The Market – What You Need to Know

              • A growing population and diversity will boost travel
                • Gasoline prices could affect vacation plans
                  • Improved perceptions of financial health positive for travel spending
                  • Market Factors

                    • A rising Canadian population likely to impact travel
                      • A rise in gasoline prices could dampen vacation plans
                        • Figure 7: Average retail prices for regular gasoline in Canada, 2016-19
                      • Improved perceptions of financial health positive for the category
                      • Key Players – What You Need to Know

                        • Air Canada’s deals of the week
                          • Cyber week sales and free flights for kids
                            • Visit Orlando’s discounts and occasional promotions
                              • Group travel done differently
                                • Travel costs can limit frequency
                                  • Sharing economy likely to expand
                                  • Marketing and Advertising

                                    • Air Canada’s deals of the week
                                      • Figure 8: Air Canada, acquisition email, August 2018
                                      • Figure 9: Air Canada, acquisition email, July 2018
                                    • Cyber week sales and free flights for kids
                                      • Figure 10: Air Canada Vacations, acquisition email, July 2018
                                      • Figure 11: Air Canada Vacations, acquisition email, July 2018
                                    • Visit Orlando’s discounts and occasional promotions
                                      • Figure 12: Visit Orlando, acquisition email, June 2018
                                      • Figure 13: Visit Orlando, informational email, November 2018
                                    • Royal Caribbean targets families
                                      • Figure 14: Royal Caribbean, informational email, November 2018
                                  • What’s Working?

                                    • Group travel done differently
                                      • Social media and apps are refining the travel experience
                                      • What’s Struggling?

                                        • Regional conflicts and terrorism may affect travel plans
                                          • Travel costs can limit frequency
                                          • What’s Next?

                                            • Sharing economy likely to expand
                                            • The Consumer – What You Need to Know

                                              • Most have taken a leisure trip with their spouse/partner
                                                • The majority visited family/friends
                                                  • Previous experience is a key inspiring factor
                                                    • Most consumers want quality time together on vacation
                                                      • Family vacations are a bonding experience
                                                      • Leisure Trip Occurrence and Vacation Companions

                                                        • Over three quarters of consumers have taken a leisure trip
                                                          • Figure 15: Leisure trip occurrence, December 2018
                                                        • Most have gone on a leisure trip with their spouse/partner
                                                          • Figure 16: Vacation companions, December 2018
                                                        • Travel with kids and/or spouse occurs more often than other family-related trips
                                                          • Figure 17: Frequency of travel, by travel companion, December 2018
                                                        • Travelling with young kids can be challenging, but rewarding
                                                          • Figure 18: Attitudes (select) towards travel (% agree), parents that travelled with children aged five or younger vs overall, December 2018
                                                      • Types of Vacations and Activities

                                                        • Visiting friends/family, beaches and large cities among popular activities
                                                          • Figure 19: Aruba All-Inclusive: Family Itinerary, March 2018
                                                          • Figure 20: Types of vacation activities, December 2018
                                                        • Men and women inclined to different activities
                                                          • Figure 21: Types of vacation activities, by gender, December 2018
                                                          • Figure 22: Types of vacations and activities, 18-44s vs over-45s, December 2018
                                                        • Parents do more, especially visiting theme/water parks
                                                          • Figure 23: Types of vacations and activities, parents vs non-parents, December 2018
                                                        • Regionality makes a difference
                                                          • Figure 24: Types of vacations and activities (select), by region, December 2018
                                                      • Travel Inspiration and Factors

                                                        • Previous experience at a destination is a key inspiration
                                                          • Figure 25: Travel inspiration, December 2018
                                                        • Older groups more affected by previous experience
                                                          • Figure 26: Travel inspiration, 18-44s vs over-45s, December 2018
                                                          • Figure 27: Travel inspiration, parents vs non-parents, December 2018
                                                        • Higher income travellers are more inspired
                                                          • Figure 28: Travel inspiration, by household income, December 2018
                                                        • The majority just want to spend quality time together on vacation
                                                            • Figure 29: Important family vacation factors, December 2018
                                                          • Different marketing strategy needed for Quebec
                                                            • Figure 30: Important family vacation factors, Quebec vs overall, December 2018
                                                        • Attitudes toward Family Vacations

                                                          • Family vacations are a bonding experience
                                                              • Figure 31: Bonding-related attitudes towards family vacations, December 2018
                                                            • Tech aids during family travels
                                                              • Figure 32: Tech-related attitudes towards family vacations, December 2018
                                                            • Most believe that family vacations are a good time to de-stress
                                                              • Figure 33: Stress-related attitudes towards family vacations, December 2018
                                                            • Price impacts frequency of trips for most
                                                              • Figure 34: Select attitudes towards family vacations, December 2018
                                                          • Appendix – Data Sources and Abbreviations

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