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Innovations in Travel - Canada - September 2018

"Most Canadians have taken a leisure trip in the past 12 months, with travel in Canada being most common. Close to a third of Canadians took a leisure trip internationally (excluding US), which is close to on par with those who travelled to the US for the same purpose. The relatively high travel occurrence to international destinations displays a positive sign for the category, especially as the Canadian government announced it is raising annual immigration numbers in the next couple of years."
- Andrew Zmijak, Research Analyst

This Report looks at the following areas:

  • Older cohorts lack interest in travel concepts 
  • Consumers want to see innovations with airlines and hotels
  • Making travel more affordable
  • Immigration to boost international travel 
  • Leisure travellers are interested in activities with locals 
  • Canadians are keen on travelling more in the new year

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Older cohorts lack interest in travel concepts
            • Figure 1: Interest in travel concepts, 18-44s vs over-45s, July 2018
          • Consumers want to see innovations with airlines and hotels
            • Figure 2: Innovations in travel, July 2018
          • Making travel more affordable
            • Figure 3: Attitudes towards leisure travel (select), July 2018
          • The opportunities
            • Immigration to boost international travel
              • Figure 4: Travel occurrence, July 2018
            • Leisure travellers are interested in activities with locals
              • Figure 5: Interest in travel concepts, July 2018
            • Canadians are keen on travelling more in the new year
              • Figure 6: Attitudes towards leisure travel (select), July 2018
            • What it means
            • The Market – What You Need to Know

              • High immigration rates positive for leisure travel
                • Younger cohorts are engaged with the category
                  • The effect of gas prices
                    • Improved perceptions of financial health a boon for travel spend
                    • Market Factors

                      • High immigration rates a boon for leisure travel
                        • Younger cohorts engaged with the category
                          • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                        • The effect of gasoline prices
                          • Figure 8: Average retail prices for regular gasoline in Canada, 2015-18
                        • Improved perceptions of financial health a positive for travel spend
                        • Key Players – What You Need to Know

                          • Ultra-low-cost airlines are all the rage
                            • Where Am I? ad campaign
                              • Fly Over Montreal
                                • Canadians are avid leisure travellers
                                  • Tourism backlash
                                    • On-demand bicycle and board rentals
                                    • Marketing and Advertising

                                      • Ultra-low cost airlines are all the rage
                                        • Figure 9: Swoop 101 | Fly Swoop, January 2018
                                      • Where Am I? ad campaign
                                        • Figure 10: Visit Ottawa, Discover Canada, June 2018
                                        • Figure 11: Group of Seven Discovery Routes, May 2018
                                      • Airbnb’s ‘Let’s Keep Traveling Forward’ campaign
                                        • Figure 12: Let’s Keep Traveling Forward, June 2018
                                      • PONANT takes luxury cruise ships to another level
                                        • Figure 13: The new generation of luxury cruise liners, June 2018
                                      • Fly Over Montreal
                                        • Figure 14: Fly Over Montreal, Tourisme Montreal, May 2018
                                    • What’s Working?

                                      • Canadians are avid leisure travellers
                                        • The sharing economy grows
                                          • Innovative travel apps
                                          • What’s Struggling?

                                            • Tourism backlash
                                            • What’s Next?

                                              • On-demand bicycle and board rentals
                                                • Making travelling easier
                                                • The Consumer – What You Need to Know

                                                  • Most went on a leisure trip within Canada
                                                    • Most have wandered around a city to find something to do
                                                      • Near three quarters prefer to explore a place they have never been to
                                                        • The largest share are interested in activities with locals
                                                          • Airlines and hotels are key areas consumers want to see innovations
                                                            • Most concur that unique experiences are important in a good vacation
                                                            • Travel Occurrence

                                                              • Most consumers went on a leisure trip within Canada
                                                                • Figure 15: Travel occurrence, July 2018
                                                              • Men are more likely to have travelled on business
                                                                • Figure 16: Tour Colorado National Parks: Montrose, June 2018
                                                                • Figure 17: Travel occurrence (select), men vs women, July 2018
                                                                • Figure 18: Business travel occurrence, 18-44s vs over-45s, July 2018
                                                              • Chinese Canadians are avid travellers
                                                                • Figure 19: Travel occurrence (select), Chinese Canadians vs overall, July 2018
                                                                • Figure 20: Travel occurrence, by household income, July 2018
                                                                • Figure 21: Travel occurrence, parents of children under 18 in the household vs overall, July 2018
                                                            • Activities While Travelling

                                                              • Most have wandered around a city to find something to do
                                                                • Figure 22: Top four activities while travelling, July 2018
                                                                • Figure 23: Activities while travelling (select), July 2018
                                                              • Younger cohorts more likely to have done most activities while travelling
                                                                  • Figure 24: Activities while travelling (select), 18-44s vs over-45s, July 2018
                                                              • Travel Preferences

                                                                • Most travellers prefer to explore a place they have never been to
                                                                  • Figure 25: Travel preferences, July 2018
                                                                  • Figure 26: Travel preferences (select), men vs women, July 2018
                                                                • Younger consumers more likely to prefer distinct experiences
                                                                  • Figure 27: Travel preferences (select), 18-44s vs over-45s, July 2018
                                                              • Interest in Travel Concepts and Innovations

                                                                • Many travellers are interested in activities with locals
                                                                  • Figure 28: Interest in travel concepts, July 2018
                                                                • Half of women are interested in activities with locals
                                                                  • Figure 29: Interest in travel concepts, men vs women, July 2018
                                                                • Younger cohorts exhibit greater interest in travel concepts
                                                                  • Figure 30: Interest in travel concepts, 18-44s vs over-45s, July 2018
                                                                • Consumers want to see innovations for airlines and hotels
                                                                  • Figure 31: Innovations in travel, July 2018
                                                                • Younger groups lean towards innovations in a few key areas
                                                                  • Figure 32: Innovations in travel (select), 18-44s vs over-45s, July 2018
                                                              • Attitudes towards Leisure Travel

                                                                • Most agree that unique experiences are important in a good vacation
                                                                  • Figure 33: “Unique experiences are important in a good vacation” (% any agree), by age, July 2018
                                                                • The majority of travellers are looking to experience the local culture
                                                                  • Figure 34: Attitudes related to local culture, July 2018
                                                                • Canadians are keen on travelling more in the new year
                                                                  • Figure 35: Train, Expedia, January 2017
                                                                  • Figure 36: Attitudes towards leisure travel (select), July 2018
                                                                • Interest in alternative lodging apparent
                                                                  • Figure 37: Attitudes towards leisure travel (select), July 2018
                                                              • Appendix – Data Sources and Abbreviations

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

                                                                        Innovations in Travel - Canada - September 2018

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