Virtuoso has identified when, where and why upscale Canadians will be venturing in 2023.
In Virtuoso’s 2022 Brand and Travel Trends Research, conducted in collaboration with YouGov, more than 500 Canadian travellers were surveyed. The majority – 75 percent – listed relaxation and disconnecting as the primary incentive for taking a leisure trip, followed by adventure, which is almost twice as important for Canadians than for global travellers (41 percent versus 25 percent).
Additional revelations include an affinity for sunny destinations, expedition cruises and a willingness to spend big and stay longer.
Warm weather getaways
Virtuoso’s study showed 61 percent of travellers preferred beach vacations, followed by city exploration (47 percent). Canadians are equally as likely to travel to Europe as they are to travel within their own country, and they showed a preference for the Caribbean or West Indies (36 percent versus 20 percent globally) and Mexico (30 percent versus 16 percent globally), which is likely due to a desire to escape to warmer climates during the winter months.
Reasons for family travel
Canadians indicated the most popular ways to travel are with a spouse or significant other and multi-generational family travel.
Travelling with school-age children is consistently popular. Interestingly to note while heading into March Break, over half of those surveyed believe travel is important to the development of children under 18.
Spending big and staying longer
Relative to 2019, travellers plan to spend 12 percent more in 2023 and the anticipated annual spend for Virtuoso-advised travellers in 2023 is even higher at $20,000 CAD per person.
While Virtuoso clients took about the same number of trips in the past year as other travellers, Virtuoso-advised travellers took longer trips, spent more nights in hotels, rentals and cruises, and skewed more towards international trips.
Top travel destinations for 2023
Virtuoso tapped into its data warehouse of more than $63.6 billion (USD) in transactions to determine the top destinations of 2023, as determined by Canada-based travellers:
- Mexico – Cancun, Puerto Vallarta, Los Cabos
- Canada – Toronto, Vancouver, Calgary
- United States – Orlando, Fort Lauderdale, Las Vegas
- Dominican Republic – Punta Cana, Puerto Plata
- United Kingdom – London
- Jamaica – Montego Bay
- Italy – Rome, Venice
- France – Paris, Nice
- Australia – Sydney
- Portugal – Lisbon, Faro
For more information on how to connect with a Virtuoso travel advisor who can turn travel dreams into reality, visit www.virtuoso.com.
