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INNOVATIONS IN TRAVEL - CANADA - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Travel Services

No. of Pages : N/A

Most Canadians have taken a leisure trip in the past 12 months, with travel in Canada being most common. Close to a third of Canadians took a leisure trip internationally (excluding US), which is close to on par with those who travelled to the US for the same purpose. The relatively high travel occurrence to international destinations displays a positive sign for the category, especially as the Canadian government announced it is raising annual immigration numbers in the next couple of years.

Table of contents
OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Older cohorts lack interest in travel concepts
Figure 1: Interest in travel concepts, 18-44s vs over-45s, July 2018
Consumers want to see innovations with airlines and hotels
Figure 2: Innovations in travel, July 2018
Making travel more affordable
Figure 3: Attitudes towards leisure travel (select), July 2018
The opportunities
Immigration to boost international travel
Figure 4: Travel occurrence, July 2018
Leisure travellers are interested in activities with locals
Figure 5: Interest in travel concepts, July 2018
Canadians are keen on travelling more in the new year
Figure 6: Attitudes towards leisure travel (select), July 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
High immigration rates positive for leisure travel
Younger cohorts are engaged with the category
The effect of gas prices
Improved perceptions of financial health a boon for travel spend
MARKET FACTORS
High immigration rates a boon for leisure travel
Younger cohorts engaged with the category
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
The effect of gasoline prices
Figure 8: Average retail prices for regular gasoline in Canada, 2015-18
Improved perceptions of financial health a positive for travel spend
KEY PLAYERS – WHAT YOU NEED TO KNOW
Ultra-low-cost airlines are all the rage
Where Am I? ad campaign
Fly Over Montreal
Canadians are avid leisure travellers
Tourism backlash
On-demand bicycle and board rentals
MARKETING AND ADVERTISING
Ultra-low cost airlines are all the rage
Figure 9: Swoop 101 | Fly Swoop, January 2018
Where Am I? ad campaign
Figure 10: Visit Ottawa, Discover Canada, June 2018
Figure 11: Group of Seven Discovery Routes, May 2018
Airbnb’s ‘Let’s Keep Traveling Forward’ campaign
Figure 12: Let’s Keep Traveling Forward, June 2018
PONANT takes luxury cruise ships to another level
Figure 13: The new generation of luxury cruise liners, June 2018
Fly Over Montreal
Figure 14: Fly Over Montreal, Tourisme Montreal, May 2018
WHAT’S WORKING?
Canadians are avid leisure travellers
The sharing economy grows
Innovative travel apps
WHAT’S STRUGGLING?
Tourism backlash
WHAT’S NEXT?
On-demand bicycle and board rentals
Making travelling easier
THE CONSUMER – WHAT YOU NEED TO KNOW
Most went on a leisure trip within Canada
Most have wandered around a city to find something to do
Near three quarters prefer to explore a place they have never been to
The largest share are interested in activities with locals
Airlines and hotels are key areas consumers want to see innovations
Most concur that unique experiences are important in a good vacation
TRAVEL OCCURRENCE
Most consumers went on a leisure trip within Canada
Figure 15: Travel occurrence, July 2018
Men are more likely to have travelled on business
Figure 16: Tour Colorado National Parks: Montrose, June 2018
Figure 17: Travel occurrence (select), men vs women, July 2018
Figure 18: Business travel occurrence, 18-44s vs over-45s, July 2018
Chinese Canadians are avid travellers
Figure 19: Travel occurrence (select), Chinese Canadians vs overall, July 2018
Figure 20: Travel occurrence, by household income, July 2018
Figure 21: Travel occurrence, parents of children under 18 in the household vs overall, July 2018
ACTIVITIES WHILE TRAVELLING
Most have wandered around a city to find something to do
Figure 22: Top four activities while travelling, July 2018
Figure 23: Activities while travelling (select), July 2018
Younger cohorts more likely to have done most activities while travelling
Figure 24: Activities while travelling (select), 18-44s vs over-45s, July 2018
TRAVEL PREFERENCES
Most travellers prefer to explore a place they have never been to
Figure 25: Travel preferences, July 2018
Figure 26: Travel preferences (select), men vs women, July 2018
Younger consumers more likely to prefer distinct experiences
Figure 27: Travel preferences (select), 18-44s vs over-45s, July 2018
INTEREST IN TRAVEL CONCEPTS AND INNOVATIONS
Many travellers are interested in activities with locals
Figure 28: Interest in travel concepts, July 2018
Half of women are interested in activities with locals
Figure 29: Interest in travel concepts, men vs women, July 2018
Younger cohorts exhibit greater interest in travel concepts
Figure 30: Interest in travel concepts, 18-44s vs over-45s, July 2018
Consumers want to see innovations for airlines and hotels
Figure 31: Innovations in travel, July 2018
Younger groups lean towards innovations in a few key areas
Figure 32: Innovations in travel (select), 18-44s vs over-45s, July 2018
ATTITUDES TOWARDS LEISURE TRAVEL
Most agree that unique experiences are important in a good vacation
Figure 33: “Unique experiences are important in a good vacation” (% any agree), by age, July 2018
The majority of travellers are looking to experience the local culture
Figure 34: Attitudes related to local culture, July 2018
Canadians are keen on travelling more in the new year
Figure 35: Train, Expedia, January 2017
Figure 36: Attitudes towards leisure travel (select), July 2018
Interest in alternative lodging apparent
Figure 37: Attitudes towards leisure travel (select), July 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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