Category Research: Travel/Tourism Trends

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Category Research: Travel/Tourism Trends

Three current trends in the travel/tourism industry in Canada include sustainable tourism, slow travel, and traveling with pets.

Sustainable Tourism

  • According to a recent survey by Skyscanner, there has been an increase in the demand for sustainable tourism among Canadian travelers, the demand jumped from 4% in 2019 to 7% in 2020.
  • Aside from the increase in the numbers of Canadian travelers who are after eco-tourism, this is a trend because they are trying to make their vacation days as zero-waste as possible by looking for flights with a lower environmental impact, going to destinations that are both culturally and environmentally responsible, and selecting travel products that are sustainable among others.
  • This trend is impacting the Canadian travel/tourism industry because with more travelers looking for accommodations and destinations that promote their eco-conscious practices, businesses are being forced to change some of their models to accommodate them.
  • For instance, TravelBrands are conscious that as the new decade begins, it is important for them to continue providing choices and flexibility for their consumers to suit their needs.
  • The Carnival Cruise Line is an example of a company that is at the forefront of this trend, to cater for its customers' needs for sustainable tourism, they decided to propel their Mardo Gras that is currently under construction with liquefied natural gas when she starts service in August 2020.
  • Air Canada is also embracing this trend by introducing its Airbus 220 as part of its 2020 fleet. This introduction will lead to a 20% reduction in fuel consumption per seat as well as NOx emissions by 50% below CAEP/6 standards.

Slow Travel

  • According to the 2020 Canadian Travel Trends Report, Canadians are looking to avoid feeling tired and in need of another vacation right after they have arrived from a vacation.
  • 40% of Canadian travelers are after slow travel and are prioritizing a connection and more appreciation of their travel mates, destinations, and immersing themselves in a whole new world. In addition to spending more quality time with their travel mates and loved ones, Canadian travelers are also making slow travel a priority so that they can unwind.
  • This is a trend because, in addition to searching for eco-conscious escapes, Canadians are also after savoring the destinations they are visiting and not traveling just to cross items off their checklists.
  • According to Canada.com, as the population ages and retires, more people are taking longer trips to see as much of the world as they possibly can.
  • This will impact the industry because it has to come up with products that help travelers kick-start the planning process and make it easier for them to slow travel and ‘retirement travel’. Things like one-way tickets to allow Canadian travelers to slow travel until maybe their budgets run out and providing suggestions to destinations that have a lot to offer and explore are some of the things the industry will have to do to accommodate this trend.
  • For instance, TravelBrands is providing its customers with an Exotik Journeys brochure that contains world wonders, safaris, and most importantly longer stays compared to the traditional seven-day vacation package.
  • The Rocky Mountaineer is another example of a company that is at the forefront of embracing this trend. It offers people a chance to slow travel and experience the beauty of mountains such as the Canadian Rockies while at the same time providing comfort and local cuisines.

Canadians Want to Travel With Their Pets

  • According to Canada.com, some people post more photos of their pets on social media more than their families or even themselves because they consider them a part of their families. Booking.com surveyed Canadian pet owners and 59% of them stated that their pets are almost as important as their children.
  • As a result, more people than before want to travel with their fur babies and are planning pet-centric vacations.
  • The Booking.com survey further revealed that 34% of Canadian pet owners said that in 2020, they will choose holiday destinations that will allow them to take their pets with them while 40% said that they would be willing to pay more money to stay at places that are pet-friendly.
  • As a result of this trend, more travel suppliers in the industry are starting to come up with pet-tailored offerings and amenities such as pet room service menus, pet restaurants, and pet spas among others to cater to Canadians traveling with their pets.
  • Additionally, although a number of hotel brands were already willing and accepting customers and their pets in the guest rooms, they are now taking this to the next level by providing food items and pet day beds.
  • Via Rail Canada is an example of a company at the forefront of embracing this trend. In an effort to meet its customers' needs, the company updated its pet policy to allow passengers to bring their cats and small dogs in passenger cars. This is a positive direction towards embracing this trend because not many trains offer this service.

Research Strategy

To identify some of the current trends in the travel/tourism industry in Canada, we searched for information in relevant sources such as Travel Pulse Canada, Canada.com, Travel News Group, Skyscanner, and Cision among others. From these sources, we were able to gather insights on some of the current trends in the Canadian tourism/travel industry and used the information to compile the above findings.

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