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Vacation Trends - Canada - October 2014

Published By :

Mintel

Published Date : Oct 2014

Category :

Travel Services

No. of Pages : 209 Pages

Given their preference for booking last-minute vacations, it is important for deal or booking sites to provide Quebecers with the ability to research, review and book trips in their native tongue, which is typically French Canadian.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Market Drivers
Figure 1: Projected trends in the age structure of the Canadian population, 2014-19
The consumer
Three quarters of Canadians are annual travellers
Figure 2: Trips taken and planned, July 2014
Longer winter trips are popular among Canadians
Figure 3: Vacation duration by season, July 2014
Canadians are most likely to travel with their spouse or partner
Canadians are most likely to visit friends and/or relatives on vacation
Figure 4: Types of trips taken by Canadians, July 2014
Three quarters of travellers prioritize cost/budget when travelling
Figure 5: Attitudes towards travel, July 2014
What we think

Issues and Insights

Increasing travel among less affluent Canadians
The facts
The implications
Engaging Canada’s aging population with tailored travel options
The facts
The implications
Focusing on boosting Quebecers’ number of trips
The facts
The implications
Focusing on domestic travel
The facts
The implications

Trend Application

Trend: Switch Off
Trend: FSTR/HYPR
Trend: Prove It

Market Drivers

Key points
Demographic overview
Canadian population count
Figure 6: Share of population of Canada, by territory/province, 2014
Figure 7: Average January and July temperatures in selected cities
Canada’s population is expected to age in the coming years
Figure 8: Projected trends in the age structure of the Canadian population, 2014-19
Economic overview
Canadian economy to pick up speed, but risks remain
Figure 9: Canada’s GDP, by quarter, 2008-14
Figure 10: Annual average exchange rates for the Canadian dollar vs selected currencies, 2011-14
Income and savings on the rise
Figure 11: Household disposable incomes and savings in Canada, 2008-14
Travel-specific overview
Canadians fare poorly in terms of paid vacation leave
Gasoline and jet fuel prices continue to increase…
Figure 12: Gasoline and jet fuel price per gallon ($CDN), September 2009–September 2014
as does the cost of passports

Companies and Products

Brick and mortar travel agencies
Flight Centre
Transat
Vacation packages from airlines
Air Canada Vacations
WestJet Vacations
Online travel agencies and price comparison websites
Priceline
Travelocity
TripAdvisor Canada
Expedia
Mobile apps for travel

Brand Communication and Promotion

Key points
Viking River Cruises emerges as the most prevalent direct mailer
Figure 13: Top direct mailers, mail volume in millions in the travel and leisure category, August 2013-August 2014
Figure 14: Top email senders, travel and leisure email campaigns, August 2013-August 2014,
Figure 15: Number of online ads in the travel and leisure category, August 2013-August 2014
Figure 16: Number of print campaigns in the travel and leisure category, August 2013-2014
Featured campaigns from Mintel Comperemedia
Travel Deals from Viking River Cruises
Air New Zealand
Tourism Saskatchewan

The Consumer – Canadians’ Past and Future Trips

Key points
Three quarters of Canadians are annual travellers
Figure 17: Trips taken and planned, July 2014
Canadian parents tend to travel more
Figure 18: Planned trips, by presence of children, July 2014
Travel marketers should target Canadians by age on a seasonal basis
Figure 19: Seasonal trips taken, by age, July 2014
Summer is the most popular time to travel
Figure 20: Trips taken and planned, July 2014
Figure 21: Summer trips taken and planned, July 2014
About a third of Canadians take one or two fall trips per year
Figure 22: Fall trips taken and planned, July 2014
More Canadians expect to travel this winter
Figure 23: Winter trips taken and planned, July 2014
Spring break likely fuelling multiple trips among 18-24-year-olds
Figure 24: Spring trips taken and planned, July 2014

The Consumer – Vacation Duration

Key points
Longer winter trips are popular among Canadians
Figure 25: Vacation duration by season, July 2014
Older Canadians are most likely to take longer trips
Household income does not affect travel as expected

The Consumer – Vacation Destinations

Key points
Domestic travel is the most popular for Canadians
Figure 26: Canadians’ vacation destinations, July 2014

The Consumer – Travel Companions

Key points
Canadians are most likely to travel with their spouse or partner
Figure 27: Travel companions, July 2014

The Consumer – Types of Vacation

Key points
Canadians are most likely to visit friends and/or relatives on vacation
Figure 28: Types of trips taken by Canadians, July 2014
Nature-based trips also taken by three in ten
Other types of vacations are taken by fewer than one in five
A third of travellers have taken three or more types of vacation over the past 12 months
Figure 29: Repertoire of types of trips taken by Canadians, July 2014
Correspondence analysis
Methodology
Canada is most associated with visiting friends and/or family
Figure 30: Correspondence Analysis: types of vacations by destination, July 2014

The Consumer – Attitudes Towards Travel

Key points
Summary of attitudes towards travel
Figure 31: Attitudes towards travel, July 2014
Vacation activities important to most Canadians’ destination decisions
Figure 32: Attitudes towards travel destinations, July 2014
Three quarters of Canadians focus on budget when planning vacations
Figure 33: Attitudes towards travel planning, July 2014
Online reviews are important to over half of Canadians
Figure 34: Attitudes towards travel motivations, July 2014

The Consumer – Vacation Trends and Chinese Canadians

Key points
Chinese Canadians are more likely than average to travel in the summer
Figure 35: Summer travel: Chinese Canadians against overall population, July 2014
Chinese Canadians are far more likely to travel south of the border
Figure 36: Travel to selected destinations: Chinese Canadians against overall population, July 2014
Chinese Canadians are more likely to pre-plan aspects of their holiday
Figure 37: Agreement with selected attitudes towards travel: Chinese Canadians against overall population, July 2014

The Consumer – Target Groups

Key points
Four target groups
Figure 38: Target groups for vacation trends, July 2014
Enthusiasts (28%)
Planners (25%)
Apathetics (24%)
Conservatives (23%)

Appendix – The Consumer – Canadians’ Past and Future Trips

Figure 39: Trips taken and planned, July 2014
Trips in the past 12 months
Figure 40: Trips taken in the past 12 months: any season, by demographics, July 2014
Figure 41: Summer trips taken in the past 12 months, by demographics, July 2014
Figure 42: Fall trips taken in the past 12 months, by demographics, July 2014
Figure 43: Winter trips taken in the past 12 months, by demographics, July 2014
Figure 44: Spring trips taken in the past 12 months, by demographics, July 2014
Trips in the next 12 months
Figure 45: Trips planned in the next 12 months: Any season, by demographics, July 2014
Figure 46: Summer trips planned in the next 12 months, by demographics, July 2014
Figure 47: Fall trips planned in the next 12 months, by demographics, July 2014
Figure 48: Winter trips planned in the next 12 months, by demographics, July 2014
Figure 49: Spring trips planned in the next 12 months, by demographics, July 2014

Appendix – The Consumer – Vacation Duration

Figure 50: Vacation duration, July 2014
Figure 51: Vacation duration: any trip (net), by demographics, July 2014
Figure 52: Vacation duration: Summer, by demographics, July 2014
Figure 53: Vacation duration: Fall, by demographics, July 2014
Figure 54: Vacation duration: Winter, by demographics, July 2014
Figure 55: Vacation duration: Spring, by demographics, July 2014

Appendix – The Consumer – Vacation Destinations

Figure 56: Vacation destinations among Canadians, July 2014
Figure 57: Most popular vacation destinations among Canadians by demographics, July 2014
Figure 58: Next most popular vacation destinations among Canadians by demographics, July 2014
Figure 59: Vacation destinations among Canadians, by any past trips in last 12 months, July 2014
Figure 60: Vacation destinations among Canadians, by vacation duration: any trip, July 2014
Figure 61: Vacation destinations among Canadians, by most popular travel companions, July 2014
Figure 62: Vacation destinations among Canadians, by other travel companions, July 2014
Figure 63: Vacation destinations among Canadians, by most popular vacation type, July 2014
Figure 64: Vacation destinations among Canadians, by other vacation type, July 2014

Appendix – The Consumer – Travel Companions

Figure 65: Travel companions, July 2014
Figure 66: Most common travel companions by demographics, July 2014
Figure 67: Other travel companions by demographics, July 2014
Figure 68: Travel companions, by past trips in last 12 months – Any, July 2014
Figure 69: Travel companions, by any vacation duration, July 2014
Figure 70: Travel companions, by most popular vacation types, July 2014
Figure 71: Travel companions, by other vacation types, July 2014

Appendix – The Consumer – Types of Vacation

Figure 72: Types of trips taken by Canadians, July 2014
Figure 73: Most popular types of trips taken by Canadians, by demographics, July 2014
Figure 74: Other types of trips taken by Canadians, by demographics, July 2014
Repertoire analysis
Figure 75: Repertoire of types of trips taken by Canadians by demographics, July 2014
Figure 76: Repertoire of types of trips taken by Canadians by demographics, July 2014
Figure 77: Types of trips taken by Canadians, by any trips in last 12 months, July 2014
Figure 78: Types of trips taken by Canadians, by any vacation duration, July 2014
Figure 79: Types of trips taken by Canadians, by most popular vacation destinations, July 2014
Figure 80: Types of trips taken by Canadians, by next most popular vacation destinations, July 2014
Figure 81: Type of trips taken by Canadians, by most common travel companions, July 2014
Figure 82: Type of trips taken by Canadians, by other travel companions, July 2014

Appendix – The Consumer – Attitudes Towards Travel

Figure 83: Attitudes towards travel, July 2014
Figure 84: Agreement with the statements ‘Cost/budget is the biggest consideration in choosing a travel destination’ and ‘I enjoy planning vacations’ by demographics, July 2014
Figure 85: Agreement with the statements ‘I/we prefer to plan activities for vacation prior to arrival’ and ‘Activities I/we can do while on vacation are most important in my destination decision’ by demographics, July 2014
Figure 86: Agreement with the statements ‘Reviews on sites like TripAdvisor are important to me’ and ‘I am concerned about safety when traveling outside Canada, by demographics, July 2014
Figure 87: Agreement with the statements ‘I prefer to return to destinations which I have previously visited’ and ‘I subscribe or often look at travel deal sites/flash-sale (eg travelzoo.ca, WagJag Travel, Groupon Getaways)’ by demographics, July 2014
Figure 88: Agreement with the statements ‘I prefer to drive to my travel destination’ and ‘I am happy to wait to the ‘last minute’ to plan my vacation’ by demographics, July 2014
Figure 89: Agreement with the statements ‘I prefer travelling with vacation companies (eg Flight Centre, selloffvacations.com)’ and ‘My vacation companions (eg spouse, children, friends, etc) typically choose the destination’ by demographics, July 2014

Appendix – The Consumer – Vacation Trends and Chinese Canadians

Figure 90: Selected demographics, White/Caucasian population vs Chinese Canadians, June 2014

Appendix – The Consumer – Target Groups

Figure 91: Target groups, July 2014
Figure 92: Target groups, by demographics, July 2014
Figure 93: Trips taken and planned, by target groups, July 2014
Figure 94: Vacation duration, by target groups, July 2014
Figure 95: Vacation destination, by target groups, July 2014
Figure 96: Travel companions, by target groups, July 2014
Figure 97: Type of vacation, by target groups, July 2014
Figure 98: Attitudes towards travel, by target groups, July 2014

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