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Travel in Canada - Canada - March 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Travel Services

No. of Pages : N/A

The travel and tourism industry in Canada is in a position to take advantage of a weak Canadian Dollar in attracting international visitors (particularly US residents) as well as those Canadians deterred from travelling to the US due to the stronger US Dollar. Operators in the category will need to address cost-sensitivities as the majority of consumers are influenced by price when choosing a destination. This may translate to the need for brands to offer promotions highlighting seasonal 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 performing research prior to their trip and that they enjoy planning activities before arrival at a destination, thus consumers will more likely be confident in the booking process.

Table of Content

OVERVIEW
What you need to know
Definitions

EXECUTIVE SUMMARY
The issues
Price is the top influencing factor when choosing a destination
Figure 1: Influencing factors when choosing a destination, November 2016
Canadian leisure travellers like to plan
Figure 2: Trip-planning related attitudes towards travel, November 2016
Some need a reminder of Canada’s offerings
Figure 3: Select attitudes towards travel, any agree, November 2016
The opportunities
Younger consumers enjoy leisure travel
Figure 4: Types of leisure trips taken in Canada, 18-44s vs over-45s, November 2016
Younger consumers are influenced by a variety of factors
Figure 5: Influencing factors when choosing a destination, 18-44s vs over-45s, November 2016
A weak loonie and lower gas prices may boost Canadian tourism
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Moderate growth projected for Canadian tourism
Millennials are fond of leisure trips
A weak Canadian Dollar contributes to Canadian tourism
The effect of gasoline prices

MARKET SIZE AND FORECAST
Moderate growth forecasted for Canadian tourism
Figure 6: Total volume of tourists, Canada, 2011-21
Figure 7: Total volume of tourists, Canada, 2011-21
Figure 8: Volume of domestic tourists, Canada, 2011-21
Figure 9: Volume of domestic tourists, Canada, 2011-21
Figure 10: Volume of international tourists, Canada, 2011-21
Figure 11: Volume of international tourists, Canada, 2011-21
Forecast methodology

MARKET FACTORS
Millennials admire leisure travel
Figure 12: Projected trends in the age structure of the Canada population, 2014-19
Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
A low loonie contributing to Canadian tourism
The effect of gasoline prices
Figure 14: Average retail prices for regular gasoline in Canada, 2016
Increasing living costs will affect discretionary spending

KEY PLAYERS – WHAT YOU NEED TO KNOW
Interactive marketing campaigns
Ottawa 2017
Newfoundland and Labrador Tourism
Social media and imagery inspire travels
The cost of travelling within Canada
The sharing economy is having an impact

MARKETING AND ADVERTISING
Interactive advertising campaigns
Figure 15: Where Am I? [I’m The Riddle], television advertisement, June 2016
Ottawa 2017
Figure 16: Ottawa 2017 will blow your mind this year for Canada’s 150th, television advertisement, January 2017
Figure 17: Ottawa 2017, Ottawa Tourism, advertisement, 2017
Figure 18: Ottawa 2017, Ottawa Tourism, advertisement, 2017
Crayons, TV Ad, Newfoundland and Labrador Tourism
Figure 19: Crayons, Newfoundland and Labrador Tourism, television advertisement, January 2016
Sorry Toronto! Your neighbour, Montreal
Figure 20: Tourisme Montreal, Sorry Toronto! Your neighbour, Montreal, video ad, December 2016
Toronto won’t be held down
Figure 21: Tourism Toronto, The Views Are Different Here, video ad, March 2017

WHAT’S WORKING?
The rise of mobile
Travel research and booking through the same platform
Social media and visual imagery inspire travels

WHAT’S STRUGGLING?
Challenges exist with mobile booking
The cost of travelling within Canada
WHAT’S NEXT?
The sharing economy is making waves
Investment in regional travel hubs needed as traveller volumes expand

THE CONSUMER – WHAT YOU NEED TO KNOW
Most have taken a leisure trip to visit family or friends
Younger consumers are very fond of leisure trips
Price is of most importance when choosing a travel destination
Interest in coastal regions is apparent
Canadian leisure travellers are planners

TYPES OF LEISURE TRIPS
Most have taken a trip to visit family or friends
Figure 22: Types of leisure trips taken in Canada (any season), November 2016
Men are more likely to take most types of leisure trips
Figure 23: Types of leisure trips taken in Canada (select), men vs women, November 2016
Figure 24: Cost-related travel statements, by gender, November 2016
Figure 25: Fallsview Casino Resort, goodbye, television advertisement, September 2016
Younger consumers are very fond of leisure trips
Figure 26: Types of leisure trips taken in Canada, 18-44s vs over-45s, November 2016
Canadians prefer to travel in warmer seasons
Figure 27: leisure trips taken in Canada, by season, November 2016
Figure 28: Outdoor-related leisure trips taken in Canada, by season, November 2016
Figure 29: Indoor-focused leisure trips taken in Canada, by season, November 2016

FACTORS IMPACTING CHOICE OF DESTINATION
Price is most critical when choosing a travel destination
Figure 30: Influencing factors when choosing a destination, November 2016
Younger consumers are influenced by a number of factors
Figure 31: Influencing factors when choosing a destination, 18-44s vs over-45s, November 2016

REGIONS OF INTEREST
Interest in coastal regions is apparent
Figure 32: Regions of interest, November 2016
Over-45s prefer the east coast while 18-44s sway west
Figure 33: Regions of interest, 18-44s vs over-45s, November 2016

ATTITUDES TOWARDS TRAVEL
Canadian leisure travellers are planners
Figure 34: Trip-planning related attitudes towards travel, November 2016
Budget-oriented young women perceive travel in Canada as expensive
Figure 35: Cost-related attitudes towards travel, November 2016
Some need to be reminded of what Canada has to offer
Figure 36: Select attitudes towards travel, any agree, November 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

List of Table

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