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US Travel - Canada - February 2018

"Most Canadians have taken a leisure trip to the US in the past two years with shopping trips being the most common focus for these journeys. Canadians deterred from travelling to the US due to the stronger US Dollar and perhaps the political climate create hurdles that need to be overcome. Operators in the category will also need to address cost sensitivities as the largest share of consumers are influenced by price when choosing a US destination. This may translate to the need for brands to offer promotions highlighting unique activities and attractions. Incentives and last-minute deals will enhance the opportunity to lure consumers seeking an affordable getaway. Furthermore, consumer attitudes indicate that Canadians are influenced by reviews and that a positive past experience can sway their decision to revisit a destination."
- Andrew Zmijak, Research Analyst

This Report looks at the following areas:

  • Cost and weather/climate are chief influencing factors when choosing a destination 
  • Most consumers cite value of the US Dollar affecting their travel plans 
  • A weak Loonie and high gas prices may affect travel plans

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Cost and weather/climate are chief influencing factors when choosing a destination
            • Figure 1: Influencing factors when choosing a destination, November 2017
          • Most consumers cite value of the US Dollar affecting their travel plans
            • Figure 2: Monetary-related attitudes towards US travel, November 2017
          • A weak Loonie and high gas prices may affect travel plans
            • The opportunities
              • Younger cohorts enjoy US leisure travel
                • Figure 3: Types of leisure trips taken to the US (any season), 18-44s vs over-45s, November 2017
              • Most are looking for a unique destination and/or experience
                • Figure 4: Experience-related attitudes towards US travel, November 2017
              • A positive past experience can be influential
                • Figure 5: Select attitudes towards US travel, November 2017
              • What it means
              • The Market – What You Need to Know

                • Value of US Dollar may affect travel plans
                  • Younger consumers admire leisure travel
                    • The effect of gas prices
                      • Rising living costs and household debt will affect discretionary spending
                      • Market Factors

                        • Strength of US Dollar may affect travel plans
                          • Younger cohorts admire leisure travel
                            • Figure 6: Projected trends in the age structure of the Canada population, 2014-19
                            • Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                          • The effect of gasoline prices
                            • Figure 8: Average retail prices for regular gasoline in Canada, 2014-17
                          • Rising living costs and household debt will affect discretionary spending
                          • Key Players – What You Need to Know

                            • Interactive marketing campaigns
                              • Illinois Route 66
                                • Air Canada adds new US routes
                                  • Growing demand for air travel and a rise in new US routes
                                    • Cost a concern for travellers
                                      • Leveraging AI and chatbots
                                      • Marketing and Advertising

                                          • 360 Degrees of Oregon
                                            • Figure 9: Travel Oregon, Wine tasting in 360°, May 2017
                                            • Figure 10: Travel Oregon, Fly Fishing in 360°, May 2017
                                          • Illinois Route 66
                                            • Figure 11: Visit The USA, Illinois Route 66, Start Your Trip in Chicago, October 2017
                                            • Figure 12: Visit The USA, Illinois Route 66 Recap, November 2017
                                          • Air Canada’s new US routes and special-occasion promotions
                                            • Figure 13: Air Canada, loyalty email, December 2017
                                            • Figure 14: Air Canada, acquisition email, November 2017
                                            • Figure 15: Air Canada, loyalty email, October 2017
                                          • USA Through Music campaign
                                            • Figure 16: USA Through Music, Los Angeles, California (Sebu Simonian), Visit The USA, September 2017
                                            • Figure 17: USA Through Music, Memphis, Tennessee (Valerie June), Visit The USA, September 2017
                                          • Pure Michigan
                                            • Figure 18: Pure Michigan, Wish You Were Here, March 2017
                                        • What’s Working?

                                          • Soaring demand for air travel and a rise in new US routes
                                            • Apps are adding to the travel experience
                                            • What’s Struggling?

                                              • Cost a concern for travellers
                                                • Political climate in the US may deter some travellers
                                                • What’s Next?

                                                  • Leveraging AI and chatbots
                                                    • The impact of the sharing economy
                                                    • The Consumer – What You Need to Know

                                                      • Shopping trips are most common
                                                        • Men and younger consumers are very fond of leisure trips
                                                          • Price is most important when choosing a travel destination
                                                            • Most leisure travellers utilize travel websites
                                                              • A positive past experience influences consumers
                                                              • Types of Leisure Trips

                                                                • A shopping trip is most common
                                                                  • Figure 19: Types of leisure trips taken to the US (any season), November 2017
                                                                • Men are more likely to take most types of leisure trips
                                                                  • Figure 20: Types of leisure trips taken to the US (any season), by gender, November 2017
                                                                  • Figure 21: Visit Las Vegas, 24 in Vegas: A day for bros, July 2017
                                                                  • Figure 22: MGM Resorts – Welcome to the Show, September 2017
                                                                  • Figure 23: Cost-related travel statements, by gender, November 2017
                                                                • Younger consumers are also more likely to travel
                                                                  • Figure 24: Types of leisure trips taken to the US (any season), 18-44s vs over-45s, November 2017
                                                                  • Figure 25: San Diego Tourism Authority, A San Diego Summer Feeling – Happiness is Calling, January 2017
                                                                • Canadians lean towards sunny destinations and border regions
                                                                  • Figure 26: Travel destinations, concept canvas heat map, December 2017
                                                              • Seasonal Travel

                                                                • Fall is least preferred time to travel for Canadians
                                                                  • Figure 27: Leisure trips taken to the US, by season, November 2017
                                                                • Outdoor-related trips to the US more likely in summer
                                                                  • Figure 28: Outdoor-related leisure trips taken to the US, by season, November 2017
                                                                • Parents more likely to travel to the US during summer
                                                                  • Figure 29: Seasonal travel (any destination), parents vs non-parents, November 2017
                                                              • Factors Impacting Choice of Destination

                                                                • Price and weather are most critical when choosing a travel destination
                                                                  • Figure 30: Influencing factors when choosing a destination, November 2017
                                                                • Older consumers more influenced by weather and past experience
                                                                  • Figure 31: Influencing factors when choosing a destination, 18-44s vs over-45s, November 2017
                                                                  • Figure 32: Discover Los Angeles, #EveryoneIsWelcome, May 2017
                                                                  • Figure 33: Unexpected Buffalo, Visit Buffalo Niagara, April 2017
                                                              • Vacation Planning Resources

                                                                • Most Canadian leisure travellers utilize travel websites
                                                                  • Figure 34: Vacation planning resources, November 2017
                                                                • Younger travellers more likely to use a diverse set of resources
                                                                  • Figure 35: Select vacation planning resources, 18-44s vs over-45s, November 2017
                                                                • Parents more likely to use most vacation planning resources
                                                                  • Figure 36: Select vacation planning resources, parents vs overall, November 2017
                                                                • Strong parallels between travel websites and traveller review websites
                                                                  • Figure 37: TURF analysis – Vacation planning resources, November 2017
                                                                  • Figure 38: Table – TURF analysis – Vacation planning resources, November 2017
                                                                • Methodology
                                                                • Attitudes towards US Travel

                                                                  • A positive past experience can sway consumers
                                                                    • Figure 39: Attitudes towards US travel (select), November 2017
                                                                  • Most take vacations for unique experiences
                                                                    • Figure 40: Experience-related attitudes towards US travel, November 2017
                                                                  • Close to three quarters cite value of US Dollar affecting their travel plans
                                                                    • Figure 41: Monetary-related attitudes towards US travel, November 2017
                                                                  • Quebecers stand out in some regards
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                            US Travel - Canada - February 2018

                                                                            US $4,395.00 (Excl.Tax)