A new Sunwing Vacations survey has unveiled how Canadians choose to maximize their time on vacation and define their vacation personas.

More than one-quarter (27%) considering themselves “max relaxers” who like to lay low and relax while on vacation.

Similarly, another quarter (28%) describe themselves as “reserved vacationers” who tend to keep to themself and/or their travelling companions.

On the other hand, more than one-fifth (22%) liken themselves to “adventure hunters” who enjoy exploring new, fun activities on their vacations. Of particular note: this figure increases to one-third (34%) among younger Canadians between 18-34 years of age.

Meanwhile, 12 per cent of Canadians consider themselves “sun-seekers” who love nothing more than soaking up the sunshine on holiday, while one-in-ten (9%) consider themselves “social butterflies” who relish meeting new people, socializing and talking to fellow vacation-goers.

Among Canadians who intend to travel to a sun destination in the upcoming year, approximately one-third (30%) said they will maximize their time in destination by working on their tan by the beach or pool, while one-fifth respectively intend to indulge at on-site restaurants (20%) or head off of the resort property for fun adventures (19%).

Sun destination trends

As for who they intend to travel with on their next sun vacation, half (53%) of survey respondents indicated that they plan to travel with their partner or significant other, while one-quarter (28%) will travel with family members including their children or parents. Another 12% plan to travel with friends, while less than one in ten (7%) indicated they will be travelling solo.

Budget-conscious travellers

In addition, when asked what the most important factor is when booking a sun vacation, nearly half (45%) of those likely to travel say overall value for the money paid is their top consideration.

This is followed by the safety and reputation of the destination, cited by over one-quarter (28%) as being the most important consideration.

The survey was conducted in both English and French between September 22-25, 2023, with a nationally representative sample of 1,504 Canadians who are members of the Angus Reid forum.