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US TRAVEL - CANADA - FEBRUARY 2018

Published By :

Mintel

Published Date : Feb 2018

Category :

Travel Services

No. of Pages : N/A

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.

Table of contents
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

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