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The Experiential Traveller - Canada - May 2019

Covered in this report

For the purposes of this report, “experiential travellers” are adults aged 18+ who have travelled in the last year and hold favourable attitudes toward experiences while they travel.

"Canadians are savvy leisure travellers, with the majority having taken an overnight leisure trip in the past year. Most consumers have eaten at a local restaurant in the past year, which ranks as a top travel priority. Travel influencers revolve around exploring new places, trying something that consumers have never done before and that cannot be done anywhere else. Many consumers are placing emphasis on the importance of travel experiences and how they have influenced their outlook on life and have helped them discover themselves. Furthermore, word of mouth, travel/review websites and social media play a pivotal role in inspiring travellers and the activities they perform when vacationing."
- Andrew Zmijak, Research Analyst

This report looks at the following areas:

  • Attracting the spontaneous traveller
  • Age groups are inspired by different channels
  • Alternative accommodations challenge the hotel sector

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Attracting the spontaneous traveller
            • Figure 1: Types of experiences, top five, February 2019
          • Age groups are inspired by different channels
            • Figure 2: Activity inspiration, 18-44s vs over-45s, February 2019
          • Alternative accommodations challenge the hotel sector
            • The opportunities
              • Certain experiences more likely to gain traction in the upcoming year
                • Figure 3: Types of experiences, February 2019
              • Consumers are looking for new and unique experiences
                • Figure 4: Travel influencers (select), February 2019
              • The local experience is vital
                • Figure 5: Local experience-related attitudes about travelling, February 2019
              • What it means
              • The Market – What You Need to Know

                • A rising population and younger groups to boost sector
                  • Gasoline prices could affect vacation plans
                    • The state of financial confidence to affect spending
                    • Market Factors

                      • A growing population and younger cohorts to boost travel
                        • Gasoline prices are rising and could alter vacation plans
                          • Figure 6: Average retail prices for regular gasoline in Canada, 2016-19
                        • The state of financial confidence to affect spending
                        • Key Players – What You Need to Know

                          • Embracing winter activities
                            • Royal Caribbean’s ‘The Seeker’s Guide’
                              • Marketing niche travel experiences
                                • Social media and apps are enhancing the travel experience
                                  • The dangers of over tourism
                                    • Dark tourism could be on the rise
                                    • Marketing and Advertising

                                      • Embracing winter activities
                                        • Figure 7: Newfoundland and Labrador Tourism Board, mobile ad, January 2019
                                        • Figure 8: Newfoundland and Labrador Tourism Board, mobile ad, January 2019
                                      • Advertising niche travel experiences
                                        • Figure 9: Today’s Woman Traveller, print ad, March 2019
                                      • Royal Caribbean’s ‘The Seeker’s Guide’
                                        • Figure 10: Royal Caribbean International, informational email, March 2019
                                      • Air Canada promotes its dominance in certain routes
                                        • Figure 11: Air Canada, acquisition email, March 2019
                                      • Scenic journeys through the Rockies
                                        • Figure 12: Rocky Mountaineer Rail Tours, print ad, February 2019
                                        • Figure 13: Rocky Mountaineer Rail Tours, print ad, February 2019
                                    • What’s Working?

                                      • Social media and apps are refining the travel experience
                                        • The luxury experience enhanced
                                        • What’s Struggling?

                                          • The dangers of over-tourism
                                            • Natural disasters and regional conflicts may affect travel plans
                                            • What’s Next?

                                              • Expanding options via the sharing economy
                                                • Dark tourism could be on the rise
                                                • The Consumer – What You Need to Know

                                                  • Spontaneity is important to travellers
                                                    • Spending time with family/friends most salient for women
                                                      • For many, it’s about exploring new places and doing new things
                                                        • Word of mouth has a major impact
                                                          • The majority will prioritize dining out when on vacation
                                                            • It’s about the local experience for most
                                                            • Types of Experiences

                                                              • Most Canadians took a leisure trip within the country
                                                                • Figure 14: Leisure trip occurrence, February 2019
                                                              • Spontaneity is important to travellers
                                                                • Figure 15: IHG Rewards Club, loyalty email, January 2019
                                                                • Figure 16: Types of experiences, top five, February 2019
                                                              • Consumers are more likely to plan on…
                                                                • Figure 17: Types of experiences, February 2019
                                                            • Travel Influencers and Activity Inspiration

                                                              • Cherishing time with family/friends most salient for women
                                                                • Figure 18: Travel influencers (select), by gender, February 2019
                                                              • For many, it’s about exploring new places and doing new things
                                                                • Figure 19: Travel influencers (select), February 2019
                                                                • Figure 20: Travel influencers related to recommendations and visiting key locations, February 2019
                                                                • Figure 21: How a Trip to Manitoba Will Change Your Life, May 2017
                                                                • Figure 22: Travel influencers, 18-44s vs over-45s, February 2019
                                                              • Word of mouth has a significant impact
                                                                • Figure 23: Activity inspiration, February 2019
                                                              • Men and women can be inspired in different ways
                                                                • Figure 24: Activity inspiration (select), men vs women, February 2019
                                                              • Age plays a part as well
                                                                • Figure 25: Activity inspiration, 18-44s vs over-45s, February 2019
                                                            • Travel Priorities

                                                              • Most will prioritize dining out when on vacation
                                                                • Figure 26: Local flavours of Quebec | Quebec Original, April 2018
                                                                • Figure 27: Travel priorities (any rank), February 2019
                                                                • Figure 28: Select travel priorities (any rank), by gender, February 2019
                                                              • Accommodations are paramount to older groups
                                                                • Figure 29: Select travel priorities (any rank), 18-44s vs over-45s, February 2019
                                                              • Quebecers like to get out there
                                                                • Figure 30: Select travel priorities (any rank), Quebecers vs overall, February 2019
                                                            • Attitudes about Travelling

                                                              • The local food scene will draw most
                                                                  • Figure 31: A Different Paris | Airbnb, November 2015
                                                                  • Figure 32: Live like a local in Venice: keep to the right! | Airbnb Citizen, August 2018
                                                                  • Figure 33: Local experience-related attitudes about travelling, February 2019
                                                                • Valuing experiences over things
                                                                    • Figure 34: Travel experience-related attitudes about travelling (any agree), February 2019
                                                                  • Many want to support sustainable tourism and make a difference
                                                                    • Figure 35: Eco-conscious-related attitudes about travelling (any agree), February 2019
                                                                  • Off-the-grid travel is rewarding to most
                                                                      • Figure 36: Select attitudes about travelling (any agree), February 2019
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                            The Experiential Traveller - Canada - May 2019

                                                                            US $4,395.00 (Excl.Tax)