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International Travel (Canadian Outbound Travel) - Canada - June 2018

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.

This report examines the following issues:

  • International travel among Canadians dependent on income 
  • Vacation spending habits differ by age 
  • Budget and safety is important to most

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • International travel among Canadians dependent on income
            • Figure 1: International travel (any season), HHI of $70K or more vs overall, March 2018
          • Vacation spending habits differ by age
            • Figure 2: Vacation spending, 18-44s vs over-45s, March 2018
          • Budget and safety is important to most
            • Figure 3: Budget and safety related attitudes towards international travel (any agree), March 2018
          • The opportunities
            • Most travellers like to experience new things while on vacation
              • Figure 4: Experience-related attitudes towards international travel (any agree), March 2018
            • Winter is most preferred time for international travel
              • Figure 5: International travel, by season, March 2018
            • Age groups use vacation planning resources a bit differently
              • Figure 6: Vacation planning resources (select), 18-44s vs over-45s, March 2018
            • What it means
            • The Market – What You Need to Know

              • A growing population and diversity will boost international travel
                • Projected growth of 35-44s and over-55s bodes well for the category
                  • Improved perceptions of financial health positive for travel spending
                  • Market Factors

                    • A growing population and diversity will boost international travel
                      • Projected growth of 35-44s and over-55s bodes well for the category
                        • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                        • Figure 8: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • Improved perceptions of financial health positive for travel spending
                      • Key Players – What You Need to Know

                        • Air Canada’s deals of the week
                          • Princess Cruises Sunday brunch series
                            • Air France – France is in the air
                              • International travel numbers rise
                                • Political climate and terrorism in some regions may deter travellers
                                  • The sharing economy and alternative rental services
                                  • Marketing and Advertising

                                    • Air Canada’s deals of the week
                                      • Figure 9: Air Canada, loyalty email, March 2018
                                      • Figure 10: Air Canada, loyalty email, March 2018
                                    • Princess Cruises Sunday brunch series
                                      • Figure 11: Princess Cruises, Sunday brunch series, acquisition email, March 2018
                                    • Air France – France is in the air
                                      • Figure 12: Air France, loyalty email, March 2018
                                      • Figure 13: Air France – France is in the air, March 2018
                                    • Visit Britain and Expedia
                                      • Figure 14: I TRAVEL FOR LOCAL FLAVOUR – Love GREAT Britain, February 2018
                                    • Viking River Cruises boasts its achievements
                                      • Figure 15: Viking Cruises, April 2018
                                  • What’s Working?

                                    • International travel numbers grow
                                      • Social media and apps are adding to the travel experience
                                      • What’s Struggling?

                                        • Political climate and terrorism in some regions may deter travellers
                                          • Travel agents struggle against online travel brands
                                          • What’s Next?

                                            • The sharing economy and alternative rental services
                                              • Investment in regional travel hubs as traveller volumes expand
                                              • The Consumer – What You Need to Know

                                                • Canadians are vacationing in the US
                                                  • Winter preferred when travelling internationally
                                                    • The largest share plan on taking a beach vacation
                                                      • Close to half utilize travel booking websites
                                                        • Most travellers are more likely to splurge on restaurants
                                                          • A great majority like to experience new things while on vacation
                                                          • International Travel

                                                            • The largest share of consumers visited the US
                                                              • Figure 16: International travel (any season), March 2018
                                                            • Variations in usage among genders
                                                              • Figure 17: International travel (any season), men vs women, March 2018
                                                              • Figure 18: Train, Expedia, January 2017
                                                            • Parents more likely to visit certain regions
                                                              • Figure 19: International travel (any season), parents of children under 18 vs overall, March 2018
                                                            • Higher household incomes linked to higher rates of international travel
                                                                • Figure 20: International travel (any season), HHI of $70K or more vs overall, March 2018
                                                              • Regional differences in travel patterns
                                                                • Winter is most preferred time for international travel
                                                                  • Figure 21: International travel, by season, March 2018
                                                                • Travel to Europe not dependent on season
                                                                    • Figure 22: Oslo – Lonely Planet Best in Travel 2018, October 2017
                                                                • Plans for International Travel

                                                                  • The largest share of consumers plan on taking a beach vacation
                                                                    • Figure 23: Types of international travel plans, March 2018
                                                                    • Figure 24: Types of international travel plans, 18-44s vs over-45s, March 2018
                                                                  • Household income plays more of a role for certain types of holidays
                                                                    • Figure 25: Types of international travel plans, by household income, March 2018
                                                                  • Canadians lean towards the United States and Europe
                                                                    • Figure 26: Travel destinations, concept canvas heat map, March 2018
                                                                • Vacation Planning Resources

                                                                  • Near half use travel booking websites
                                                                      • Figure 27: Vacation planning resources, March 2018
                                                                    • Generational preferences for vacation planning resources differ
                                                                      • Figure 28: Vacation planning resources (select), 18-44s vs over-45s, March 2018
                                                                  • Vacation Spend

                                                                    • Most consumers are more likely to splurge on restaurants
                                                                      • Figure 29: Vacation spending, February 2018
                                                                    • Vacation spending varies by age
                                                                      • Figure 30: Vacation spending, 18-44s vs over-45s, March 2018
                                                                    • Quebecers more likely to splurge on certain things
                                                                      • Figure 31: Vacation spending, Quebecers vs overall, March 2018
                                                                  • Attitudes towards International Travel

                                                                    • The vast majority like to experience new things while on vacation
                                                                      • Figure 32: Experience-related attitudes towards international travel, March 2018
                                                                      • Figure 33: Autentica Cuba, June 2010
                                                                      • Figure 34: Experience-related attitudes towards international travel, 18-44s vs over-45s, March 2018
                                                                    • A significant share of consumers prefer to disconnect on vacation
                                                                      • Figure 35: Worry-free related attitudes towards international travel, March 2018
                                                                    • Reviews on websites play a role in shaping travel decisions
                                                                      • Figure 36: Attitudes towards international travel (select), March 2018
                                                                      • Figure 37: Attitudes towards international travel (select), 18-44s vs over-45s, March 2018
                                                                    • Most agree that budget is the most important factor when selecting a destination
                                                                      • Figure 38: Money-related attitudes towards international travel, March 2018
                                                                      • Figure 39: Thank You to Airbnb Hosts, February 2018
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                            International Travel (Canadian Outbound Travel) - Canada - June 2018

                                                                            £3,435.47 (Excl.Tax)