Leger’s Travel & Tourism Series will provide insights on key topics and trends within the travel and tourism sector that focus on Canadians’ travel behaviours, perceptions, and preferences.
The third edition offers comparisons on travel behaviours and attitudes across winter, spring and summer seasons, which will continue to be tracked quarterly to examine trends over time.
Highlights of our study on summer travel plans include…
- Canadians love to travel during the summer. Like during spring, almost half (48%) of Canadians are likely to travel this summer. Of those Canadians, 47% are likely to travel for leisure, while 11% are likely to travel for business.
- Canadian leisure travellers are more likely to plan to travel within Canada this summer. 69% of leisure travellers are planning to travel within Canada.
- 45% are planning to visit friends and family, 29% are visiting a city destination, and 19% are planning to adventure travel.
- Inflation continues to impact travel plans, with the majority of travellers making compromises to cope with inflation. Over three-quarters (78%) of Canadians are making compromises regarding their travels. Nearly three out of 10 Canadians (29%) are reducing shopping expenses, 28% are cutting back on dining, 28% are choosing less expensive accommodation, and 26% are reducing their trip length.
- If money was not an issue, Canadian leisure travellers are most likely to choose European destinations as their dream summer destination. More than one-third of them (35%) would choose Europe, and 30% would choose warm weather destinations.
Methodology
This web survey was conducted from April 25 to 28, 2024, with 1,610 Canadians aged 18 or older, randomly recruited from LEO’s online panel. A margin of error cannot be associated with a non-probability sample in a panel survey. For comparison, a probability sample of 1,610 respondents would have a margin of error of ±2.50 %, 19 times out of 20.
