2021
8
Canada Travel in 2021 Market Report
2021-06-08T04:01:02+01:00
OX1044437
3695
139245
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“The travel and tourism industry is among the most adversely affected by the COVID-19 pandemic, and will take the long road to recovery. It will take the widespread availability of…

Canada Travel in 2021 Market Report

£ 3,695 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Canada Travel in 2021 market, including the behaviours, preferences and habits of the consumer.

The holiday and travel industry effectively shutdown overnight across the globe in 2020, with the vast majority of people cancelling or delaying their planned trips when lockdowns were announced. Canadian travel was no exception to this, and the economic impact coming out of the pandemic will mean that spending on the category will remain low in the short term.

2021 will see the sector regain some of its lost ground, with longer-term growth remaining steady thanks to built-up demand over the last year. However, most Canadians want to have their COVID-19 vaccine before they are fully comfortable with travelling, especially on cruise ships or trips to the US. Right now a quarter of Canadians are comfortable with road trips, which will remain popular in the meantime.

42% of Canadians intend to travel in 2021, although many have not made reservations yet because of the uncertainties. 85% of consumers will stick to travelling within their region until cases decline, with 81% preferring to travel within Canada until global cases are under control.

Read on to discover more details or take a look at all of our Canada Holidays and Travel market research.

Quickly understand

  • The impact of COVID-19 on the travel industry.
  • How the travel market will fare post-COVID-19.
  • The purpose of travel in the past two years, travel during COVID-19, future travel plans, comfort with travel activities, reasons for future travel, and future implementation of safety measures when travelling. Additionally, attitudes about travelling during the COVID-19 pandemic are explored.
  • The challenges the travel market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends in the market.

Covered in this report

Brands: Vancouver North Shore, Newfoundland & Labrador Tourism, Airbnb, VRBO, Air Canada, Arizona Office of Tourism, Ontario Travel, Quark Expeditions, SellOffVacations, Air Transat, Holiday Inn, Royal Caribbean, TUI, Expedia, Explore Minnesota, Marriott International, Authentik Canada.

Expert analysis from a specialist in the field

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

The travel and tourism industry is among the most adversely affected by the COVID-19 pandemic, and will take the long road to recovery. It will take the widespread availability of vaccines for consumers to feel safe to travel again; however, many will not be comfortable anytime soon. Canadians will stick to local travel until cases drop dramatically and within the country until the pandemic is under control on a global level. For the moment, travel brands will find it vital to build trust by implementing and marketing the measures they are using to keep travellers safe.

Andrew Zmijak
Research Analyst, Consumer Behaviour

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: Canadian context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on travel and tourism
    • Summary
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on travel and tourism, April 2021
    • Opportunities
    • Many intend to travel in 2021 but will wait to make plans
    • Safety measures are vital now and moving forward
    • Local travel is a bright spot during the pandemic
    • Canadians are still not comfortable travelling
    • Three quarters dispirited from US travel due to political climate
    • Budget is a key factor
  3. The Market – Key Takeaways

    • The Canadian economy recovers but only slightly
    • Lockdowns will prolong recovery of the travel and tourism market
    • Airlines struggle amidst downturn in passengers
    • Turbulent future for business travel
    • Vaccines are a major step to recovery in the category
  4. Market Factors

    • The Canadian economy recovers but still has a way to go
      • Figure 2: Canadian unemployment rate, March 2020 – March 2021
    • Growth in disposable income will support recovery of category
    • Lockdowns will prolong recovery of the travel and tourism market
    • Airlines struggle amidst downturn in passengers
    • Turbulent future for business travel
    • Vaccines are a major step to recovery in the category
  5. Key Players – Key Takeaways

    • Brands getting it right with health and safety messaging
    • Virtual tours offer travellers the next best thing
    • Escapism through spoken-word poetry
    • Travel bans fuel call for timeshare reform
    • The widening wealth gap and luxury travel
  6. Competitive Strategies

    • Brands getting it right with health and safety messaging
      • Figure 3: Vancouver North Shore Instagram post, April 2020
    • Virtual tours offer travellers the next best thing
    • Escapism through spoken-word poetry
      • Figure 4: Life Rewards the Curious, TV ad, Newfoundland and Labrador Tourism, March 2021
    • Travel bans fuel call for timeshare reform
  7. Market Opportunities

    • The widening wealth gap and luxury travel
      • Figure 5: Visit Maldives Instagram post, October 2020
      • Figure 6: Visit Maldives Instagram post, January 2021
    • What does the near future of travel look like?
  8. The Consumer – Key Takeaways

    • Most Canadians travelled in the past two years but likely pre-pandemic
    • A quarter of consumers feel comfortable travelling by car
    • Consumers want to reconnect with loved ones
    • Consumers are interested in a variety of future safety measures
    • Most are sticking to local travel during the pandemic
  9. Canadian Travel Habits

    • Most Canadians travelled in the past two years but likely pre-pandemic
      • Figure 7: Leisure and business overnight travel taken in past two years, December 2020
    • Older men more inclined to have travelled for leisure
      • Figure 8: Leisure travel taken in past two years, men over-55 vs women over-55, December 2020
    • Repertoire of leisure travel higher among older consumers
      • Figure 9: Leisure travel taken in past two years, 18-44s vs over-45s, December 2020
    • Parents are avid travellers
      • Figure 10: Leisure travel in past two years, by parental status, December 2020
  10. Travelling During a Pandemic

    • A quarter of Canadians have travelled since the onset of COVID-19
      • Figure 11: Travel during COVID-19, December 2020
      • Figure 12: Arizona Office of Tourism, mobile ad, March 2021
      • Figure 13: Ontario Travel Instagram post, April 2021
  11. Travel Plans

    • Many intend to travel in 2021, but are waiting to make plans
      • Figure 14: Future travel plans, December 2020
    • Young men are more inclined to travel in 2021
      • Figure 15: Future travel plans, men 18-34 vs women 18-34, December 2020
      • Figure 16: Quark Expeditions, online ad, March 2021
      • Figure 17: SellOffVacations Instagram post, March 2021
    • You can’t hold parents back
      • Figure 18: Future travel plans, by parental status, December 2020
      • Figure 19: Select attitudes towards travel during the pandemic (% agree), by parental status, December 2020
      • Figure 20: Tampa Bay and Company, online ad, January 2021
  12. Comfort with Travel Activities

    • Regardless of location, consumers are still not comfortable travelling
      • Figure 21: Comfort with travelling locations, December 2020
      • Figure 22: Comfort with travelling to the US and/or major cities, by age, December 2020
      • Figure 23: Air Transat Instagram post, December 2020
    • Road trips by car will prevail in 2021
      • Figure 24: Comfort with travelling by car, train and/or plane, December 2020
      • Figure 25: Holiday Inn-Niagara Falls, print ad, September 2020
    • Vaccine rollout will be critical in getting consumers back on planes
      • Figure 26: Comfort with travelling by car and/or plane, by age, December 2020
    • Hotels will be slow to recover, but cruises have a long way to go
      • Figure 27: Comfort with types of accommodation, December 2020
      • Figure 28: Comfort with hotels and homeshares, by age, December 2020
    • The cruise sector will need time to heal
      • Figure 29: Royal Caribbean Instagram post, May 2021
      • Figure 30: Comfort with taking a cruise, by age, December 2020
  13. Reasons for Future Travel

    • Consumers want to reconnect with loved ones
      • Figure 31: Reasons for future travel, December 2020
      • Figure 32: Welcome back to holidays with TUI, June 2020
    • Younger groups want to travel to celebrate previous milestones
      • Figure 33: Reasons for future travel, by age, December 2020
      • Figure 34: Airbnb Instagram post, May 2019
      • Figure 35: Joanna Geraghty on meeting new coronavirus challenges, March 2020
  14. Interest in Future Safety Measures

    • Consumers are interested in a variety of safety measures
      • Figure 36: Interest in future safety measures, December 2020
    • Women and older travellers gravitate towards most safety measures
      • Figure 37: Interest in future safety measures, by gender, December 2020
      • Figure 38: Air Canada Instagram post, February 2021
      • Figure 39: Interest in future safety measures, by age, December 2020
      • Figure 40: Air Transat Instagram post, December 2020
  15. Attitudes about Travelling during the COVID-19 Pandemic

    • Most are sticking to local travel during the pandemic
      • Figure 41: Attitudes towards domestic and local-related travel during the pandemic (% agree), December 2020
      • Figure 42: Expedia Instagram post, March 2021
      • Figure 43: Expedia Instagram post, November 2020
      • Figure 44: Expedia Instagram post, July 2020
    • Three quarters discouraged from travel to the US due to the political climate
      • Figure 45: Destination-related attitudes (% agree), December 2020
      • Figure 46: Explore Minnesota Instagram post, May 2020
      • Figure 47: Marriott International, loyalty email, February 2021
    • Budget is a critical factor
      • Figure 48: Select attitudes towards travel during the pandemic (% agree), December 2020
    • Most favour the roads over the skies
      • Figure 49: Select attitudes towards travel during the pandemic (% agree), December 2020
      • Figure 50: Authentik Canada Instagram post, April 2021
    • A quarter believe safety fears over travelling are over-hyped
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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Brand/Company

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Data

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*databooks not available with UK B2B Industry reports.

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