Beyond Borders: How Modern Preferences Are Redefining Travel
Unpacking Canadians’ desire for solo adventures, budget-savvy explorations and meaningful experiences.
8min read
Published 31 July 2024
Unpacking Canadians’ desire for solo adventures, budget-savvy explorations and meaningful experiences.
Amid tightening economic conditions and evolving personal priorities, the Canadian travel landscape is undergoing a significant transformation, largely influenced by the perspectives of Gen Z and Millennials. These generations, spanning 18–40 years of age, are not just travelling — they are reimagining what it means to explore the world.
From attending globally buzzed-about live sporting events to venturing out on introspective solo trips and being influenced by the digital allure of influencers, these young explorers are crafting a new travel experience. This exploration into changing travel preferences showcases how these young Canadians crave deeper, more meaningful travel experiences that transcend traditional vacations.
Together with YouGov, Flight Centre Travel Group surveyed more than 4,000 young adults from around the world, including Canada, Australia, New Zealand, South Africa and the UK, focusing sharply on how shifting trends resonate within Canada's borders. This comprehensive report unpacks how these emerging preferences are poised to shape the future landscape of Canadian travel.
Bills vs. thrills: How young Canadians prioritize travel amid financial strain
A significant portion of young Canadians (82%) are budgeting their travel plans with about two-thirds of younger Canadians (61%) intending to travel within the next 12 months — a clear indicator that, for many, travel is an essential, non-negotiable aspect of life.
However, when looking at the global landscape, Canadians show a more conservative approach to vacation planning compared to other international markets.
Nearly half (45%) of younger Canadians are planning at least one vacation this year, with a further 11% planning to jet off three times or more. Comparatively, in countries that offer significantly more vacation days — Australia (18%), New Zealand (18%), the UK (24%) and South Africa (28%) — there is higher tendency to vacation more than three times a year.
For context, Canadians receive a minimum of 10 vacation days per year plus paid statutory holidays*, while Australians and New Zealanders receive at least 20 vacation days**, and UK residents receive 28 vacation days***.
“Despite similarities in demographics and disposable income, Canadians travel relatively less frequently than their counterparts in Australia, New Zealand, the UK and South Africa, largely due to vacation policies and cost of travel. With a standard vacation allowance of only two weeks — compared to four in the mentioned countries — Canadians have less opportunity for extended travel.
Additionally, while international airfares are comparable, domestic travel costs are 62% higher than in Australia, 56% higher than in the UK, 161% higher than in New Zealand and 227% higher than in South Africa. That’s why we recommend that Canadians book at least three months in advance to get the best prices for local travel.”
—Richard Job, Vice President, Supply Revenue Management
This proactive approach to financial management highlights how young Canadians are not just adapting to but reinventing their travel experiences to align with their economic realities. Yet, there’s a noteworthy fraction — about 10% — who admitted to neglecting their rent or mortgage payments to fund their travel dreams. This trend is more common among men, with 12% reporting such financial risks, compared to 7% of women.
Finding love abroad and within: Solo travel on the rise
Solo travel is emerging as a significant trend among Canadians, with 52% indicating they plan to travel alone within the next year. Of these respondents, 46% who are planning to travel solo identify as female. This movement mirrors Flight Centre’s booking statistics, where independent travellers comprised one of the largest customer segments in 2023, accounting for 40% of all bookings — up 62% from previous years.
Flight Centre insights also reveal that the average duration of a solo adventure is 20 days, emphasizing that these transformative journeys often extend well beyond a typical one-week vacation.
According to the YouGov survey, this upward trend for solo travel aligns with broader desires for personal enrichment and growth.
These motivations point towards more personalized and profound travel experiences, illustrating how travel is not just about the destination, but about the transformative journey itself.
On a deeper level, the allure of solo travel is setting hearts on the lookout for romantic encounters abroad. Nearly 45% of respondents surveyed across Australia, Canada, New Zealand, South Africa and the UK said they actively seek romance while travelling.
In line with global trends, 41% of Canadians are in pursuit of romantic interludes on their journeys, with Canadian men (49%) notably reporting a higher incidence of seeking love abroad. Men are also more likely than women to report to having experienced a vacation romance (45% compared to 33%), including multiple instances (25% compared to 16%).
Love in the air: How a delayed flight led to 'roam-ance'
“Five years ago, a routine flight for a business trip unexpectedly redirected my life toward romance. That chilly day in Quebec City connected me with Yasemin — my future wife — thanks to an unforeseen delay and a chance seating assignment in Row 24.
Exhausted from meetings but sparked by a casual conversation about Bohemian Rhapsody, we found ourselves delving deeper into each other's lives. The flight delay, initially a frustration, became invaluable as it afforded us time to connect. Sharing drinks, and the disappearing noise of the outside world, our connection was instant.
Upon landing in Toronto, with my phone battery dead, Yasemin cleverly saved my number as 'Aaron Plane Guy'. It was poetic when we discovered we had unknowingly crossed paths earlier that day. An accidental switch to economy class and a delayed flight felt like destiny orchestrating our connection.
Today, our romance continues to soar on vacations to Greece, Turkey and beyond, reminding us that love can indeed be found in the most unexpected places — at 30,000 feet above ground, possibly waiting in seat 24A.”
—Aaron Levine, Location Manager for Laurier Du Vallon Rosedale
It's a clear sign of the times — love and travel go hand in hand, underscoring the possibilities of connection and self-exploration we seek to experience.
From sidelines to stadiums: Sports tourism high on the score card for Canadians
Canadians are eager to bet big on their favourite sports teams, with travellers jumping on the growing trend of planning a vacation designed around attending live sporting events. This trend involves travelling to experience the thrill of live games, connecting with the global sports community, and exploring new cultures and cities.
Meanwhile, among 36% of Canadians likely to plan a trip around a live sporting event, 45% of Canadian men are particularly keen, compared to 28% of Canadian women.
“Despite a longstanding love for sports, women have historically been sidelined in sports marketing. However, this dynamic is evolving thanks to incredibly talented athletes like Caitlin Clark, A'ja Wilson, Simone Biles and Sam Kerr, who not only attract massive crowds but also shatter viewership records. Their presence on mainstream TV empowers young girls with accessible sporting heroes thereby profoundly impacting the future of sports — and by extension, the sports tourism industry.
As women’s sports gain the recognition they rightfully deserve, an increasing number of women are incorporating sports into their travel plans. From weekend trips and bachelorette parties at NFL and MLB games to attending major events like the Waste Management Open, sports tourism is emerging as a key element of their travel experiences.”
—Amanda Bennett, Leisure Supply Support Specialist
Sports tourism provides an opportunity for fans looking to move from watching games at home to soaking in the live stadium atmosphere. The impact of celebrities and media, like Taylor Swift's influence on football, and series such as Netflix’s Drive to Survive and Top Swing or Welcome to Wrexham, are further amplifying interest in sports travel. Equally, Flight Centre’s booking statistics reveal that this trend seamlessly fits into plans for short getaways with accessibility to major leagues such as NFL, NBA, MLB and NHL across North America, which has seen an uptick of interest post-pandemic.
Picture-perfect adventures: The influencer effect on Canadian wanderlust
Across Australia, Canada, New Zealand, South Africa and the UK, 41% of respondents report to following travel influencers. Yet, 55% approach this influence with caution, recognizing that authentic travel experiences can differ from curated ones seen online.
In Canada, 69% of respondents feel that influencers provide some inspiration for their travel aspirations, a sentiment that is higher compared to other countries such as the UK (63%), Australia (56%), South Africa (51%) and New Zealand (50%).
While younger Canadians are drawn to visually striking getaways, 71% agree that travel influencers often contribute to over-hyped expectations, which can dull the appreciation for simpler, meaningful travel moments. Despite this, 65% are still drawn to destinations that offer “Instagram-worthy” moments.
Canadian women particularly favour sun-kissed destinations (68% compared to 53% of men) and journeys on the open seas (40% compared to 31% of men) as their top picture-perfect experiences.
Goodbye revenge travel, hello mindful exploration: Canadians seek meaningful journeys
As travel patterns evolve, the pandemic's post “revenge travel” surge is giving way to a more mindful trend of intentional exploration. Canadians are increasingly trading impulsive getaways for meaningful travel choices, aligning more closely with their values, aspirations and tighter budgets.
When it comes to the top travel experiences Canadians are seeking, multi-experience trips (47%) reigned supreme, closely followed by nature (46%) and foodie (38%). Men tend to prioritize cultural travel more than women (37% vs. 30%), while women show a stronger preference for beach travel (38% vs. 29%).
Top 10 travel preferences among Canadians:
- Multi-experience: 47% seek diverse experiences that combine urban, beach or culture.
- Nature: 46% seek solace in nature and the thrill of exploring national parks, hiking trails and scenic landscapes.
- Foodie: 38% are food enthusiasts, relishing in everything from street food to fine dining.
- Beach: 34% pursue the soothing sound of waves and the feel of sand between their toes.
- Cultural: 33% immerse themselves in experiences rich with history and connection.
- Hidden gems: 32% explore adventures beyond the typical hot spots.
- Urban: 24% enjoy vibrant energy, diverse cultures and modern amenities.
- Wellness: 18% seek the perfect equilibrium of mind, body and spirit.
- Open seas: 16% cherish the serenity of cruising.
- Unconventional: 11% are intrigued by the concept of open-minded travel, including psychedelic exploration and sexual retreats.
In the same YouGov survey, 27% of Canadians plan to explore alternative destinations to save money while travelling, and 32% are prioritizing off-the-beaten-path experiences. This trend in opting to travel to less-frequented, cost-effective "travel dupes", reveals a clear shift towards exploring alternative destinations that promise similar thrills without the crowds or high price tags.
This shift towards detailed, thoughtful travel planning underscores a broader trend: Canadian travellers are not just seeking new destinations, but more meaningful ways to engage with the world around them, and on a budget.
Conclusion
The Canadian travel landscape is characterized by a blend of strategic financial savvy and undeterred zest for adventure. Young Canadians continue to prioritize travel as they navigate through economic pressures with smart budgeting and seeking the best deals. For them, travel is a non-negotiable experience, offering more than just a getaway.
Today's Canadian travellers are not just seeking a break from their daily lives; they are looking for meaningful, transformative experiences that provide authenticity — far beyond the superficial allures of tourist hot spots or the pursuit of the perfect social media post.
“The findings reinforce why booking with a trusted travel advisor adds more value and is more important than ever. In an increasingly digital world, human touch and expertise are irreplaceable. As Canadians navigate economic pressures while seeking richer, more authentic travel experiences, it’s all about the right approach. With strategic planning and staying informed, Canadian travellers can unlock incredible experiences without breaking the bank, which is why we advise booking as early as possible.”
—Chadd Andre, Executive Vice President of Flight Centre
This evolution in travel habits indicates a profound transformation in the travel industry, driven by generations that value a rich diversity of experiences, meaningful connections, as well as economic prudence. These changes highlight an emerging travel ethos that could shape the future of tourism in Canada and worldwide.
Methodology
The study was based on an online survey conducted by YouGov in consultation with Flight Centre Travel Group between December 12–20, 2023, across five markets — Australia (822), New Zealand (801), the UK (801), South Africa (823) and Canada (803) for a total size of 4,050 participants aged 18–40.
Unless stated otherwise, all other data is based on Flight Centre Canada’s booking insights, comparing the years 2022 and 2023 to 2024.
Sources
*Government of Canada, "Annual vacations and general vacations for employees working for federally regulated employers,” canada.ca, 2024.
**Australian Government, "Employees pay, leave and entitlements," business.gov.au, 2024; Employment New Zealand. "Leave and vacations," employment.govt.nz, 2024.
***GOV.UK, "Vacation entitlement," gov.uk, 2024.
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