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Canada International Travel (Canadian Outbound Travel) Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the International Travel (Canadian Outbound Travel) 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definitions

This Report focuses on leisure travel that Canadian consumers have done internationally. More specifically, 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 types of international travel and season of travel, plans for international travel, vacation planning resources, vacation spend and attitudes towards international travel.

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 travel-savvy, with the majority having visited an international destination on a leisure trip in the past two years. Notable regions that Canadians have travelled to include the US, Europe, the Caribbean and Mexico. Consumers are more likely to have travelled during the winter months, likely to escape the cold weather to vacation in warmer destinations such as the Caribbean, Mexico and parts of the US (eg Florida, Arizona). Most consumers are planning on taking a beach vacation and are most likely to splurge on dining out when there. New experiences and destinations resonate with younger cohorts as well as having an authentic cultural experience when travelling to a foreign country. Operators in the category face hurdles such as meeting consumers’ budgets, projecting a safe environment (especially for places that have been hit by terrorism or conflict) and meeting increasing international travel demands through transportation infrastructure and new airline routes abroad. Andrew Zmijak
Travel Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Travellers are interacting with their devices more than they are other people
            • Figure 1: Method used for travel tasks, July 2018
          • Opinions about travelling with smartphones are conflicted
            • Figure 2: Attitudes towards travelling with smartphones, July 2018
          • The opportunities
            • Targeting the consumers most likely to travel
              • Figure 3: Overnight travel in past 12 months, by age, July 2018
              • Figure 4: Overnight travel outside of Canada in past 12 months, by age and income, July 2018
            • Most travellers bring smartphones with them when travelling
              • Figure 5: Devices used while travelling, July 2018
            • Travellers want to stay in touch with home
              • Figure 6: Staying connected throughout trip, by age, July 2018
            • Young women are the heaviest users of travel tech
              • What it means
              • The Market – What You Need to Know

                • Canadians are increasing travel outside the country
                  • Mobile devices can be searched at US border crossings
                    • Wi-Fi is widely available while travelling
                      • Digital camera sales are declining
                        • Air travel is still adapting to new travel tech
                        • Market Factors

                          • Canadians are increasing their travel outside the country
                            • Figure 7: Canadian international travel, February 2018
                          • Mobile devices can be searched at US border crossings
                            • Wi-Fi is widely available while travelling
                              • Digital camera sales are declining
                                • Air travel is still adapting to new travel tech
                                • Key Players – What You Need to Know

                                  • Online apps and sites can work globally
                                    • Smartphone security is improving
                                      • Travel photos experiencing some backlash in some tourist destinations
                                        • GPS companies struggling with the competition from smartphones
                                          • Travel tech innovation is not confined to smartphones
                                          • What’s Working?

                                            • Online sites and apps can work globally
                                              • Smartphone security is improving
                                                • Headphones emerging as a dynamic tech market
                                                  • Figure 8: Sony Headphones WH-1000XM2 Official Product Video
                                              • Challenges

                                                • Travel photos experiencing some backlash in tourist destinations
                                                  • GPS companies struggling with the competition from smartphones
                                                  • What’s Next?

                                                    • Travel tech innovation is not confined to smartphones
                                                    • The Consumer – What You Need to Know

                                                      • Consumers most likely to travel
                                                        • The importance of smartphones while travelling
                                                          • Tech as a main form of travel interaction
                                                            • Keeping in touch with home while travelling
                                                              • Conflicting opinions about travelling with smartphones
                                                              • Consumers Most Likely to Travel

                                                                • Most consumers have taken an overnight trip in the past year
                                                                  • Figure 9: Overnight travel in past 12 months, July 2018
                                                                  • Figure 10: Overnight travel in past 12 months, by age, July 2018
                                                                  • Figure 11: Overnight travel outside of Canada in past 12 months, by age and income, July 2018
                                                                  • Figure 12: Overnight travel within Canada in past 12 months, by age and income, July 2018
                                                                • Ethnicity and household composition play a role in travel behaviour
                                                                  • Figure 13: Overnight travel in past 12 months, by place of birth, July 2018
                                                                  • Figure 14: Overnight travel in past 12 months, Chinese Canadians vs overall, July 2018
                                                                  • Figure 15: Overnight travel in past 12 months, by household composition, July 2018
                                                                  • Figure 16: Overnight travel in past 12 months, parents by age of kids, July 2018
                                                              • The Importance of Smartphones While Travelling

                                                                • Most travellers bring a smartphone with them
                                                                  • Figure 17: Devices used while travelling, July 2018
                                                                  • Figure 18: Devices used while travelling, by age, July 2018
                                                                  • Figure 19: Devices used by 18-34s while travelling, by student status, July 2018
                                                                  • Figure 20: Number of devices used while travelling, July 2018
                                                                • Smartphones are useful because of all of their applications
                                                                  • Figure 21: Use smartphone as primary camera, by age and gender, July 2018
                                                                  • Figure 22: Use a mobile device for navigation, by age and gender, July 2018
                                                                  • Figure 23: Use mobile devices to avoid boredom between destinations, by age and gender, July 2018
                                                              • Tech as Main Form of Travel Interaction

                                                                • Checking into hotels and ordering food remain in-person tasks
                                                                  • Figure 24: Method used for travel tasks, checking into hotels and ordering food, July 2018
                                                                  • Figure 25: Marriot Mobile App: Mobile Check-in & Checkout, August 2014
                                                                  • Figure 26: Open Your Door With Digital Key, July 2017
                                                                  • Figure 27: Travel planning resources, July 2018
                                                                • Most tasks are carried out with mobile devices and computers
                                                                  • Figure 28: Method used for travel tasks, July 2018
                                                                  • Figure 29: Completed task on a mobile device, by age, July 2018
                                                                  • Figure 30: Completed task in person, by gender, July 2018
                                                              • Keeping in Touch with Home While Travelling

                                                                • Most travellers check their email or update social media
                                                                    • Figure 31: Staying connected throughout trip, by age, July 2018
                                                                    • Figure 32: Would be upset if couldn’t share photos online while travelling, by age and gender, July 2018
                                                                  • Consumers look for internet connections while travelling
                                                                    • Figure 33: Purchase roaming plan when travelling outside Canada, by age, July 2018
                                                                    • Figure 34: Worry about roaming charges when travelling outside Canada, by age, July 2018
                                                                    • Figure 35: Bell Mobility, Roam Better, July 2018
                                                                    • Figure 36: Roam like home is now available to over a million more customers, March 2017
                                                                • Travelling with Smartphones

                                                                  • Many consumers think travelling without a smartphone is difficult
                                                                    • Figure 37: Travelling without a smartphone would be very difficult, by age, July 2018
                                                                    • Figure 38: Having a smartphone while travelling makes me feel safer, by age and gender, July 2018
                                                                  • Smartphones can be a liability while travelling
                                                                    • Figure 39: Smartphones could easily be stolen or lost when travelling, by age and gender, July 2018
                                                                    • Figure 40: Smartphones could easily be stolen or lost when travelling, by financial situation, July 2018
                                                                • Appendix – Data Sources and Abbreviations

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