I'd like to know more about the luxury travel consumer in Canada. In particular any statistics that speak to how different Canad

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Demographics: Luxury Travel Consumer - Canada

Highly educated, married millennial women with an income of CAD200,000 are the most common luxury travel consumers in Canada. Most of them reside in Toronto or Vancouver and have a particular interest in occupations in the field of science, education, arts, and media.



  • Millennials are luxury travel consumers in Canada who opt for unique purchasing models.
  • As of 2019, the age range of these millennials is between 23 and 38.


  • As per the World Travel Monitor data, luxury travel trips are preferred by women than men.
  • Women-only luxury travel is booming in Canada and many luxury travel advisors are focusing on this area of the market.


  • As per the Tourism Economics report, luxury travelers are people with more than $150,000 as household income.
  • Canadians with CAD200,000 (USD152,593.00) make distinct travel packages and are considered to be luxury travel consumers.


  • As per World Travel Monitor data, luxury travel trips are preferred by highly educated millennials.
  • Canadian millennials are most educated, as 70% of them have a post-secondary diploma or degree.

Geographic Location

Marital Status


  • 86% of Canadian millennials are employed and are interested in occupations in the field of science, education, arts, and media.


Despite an extensive search, information regarding the demographic profile of luxury travel consumers in Canada with respect to cultural group and race could not be located in the public domain. Information pertaining to Canadian millennials cultural group and race statistics was unavailable in the public domain as well. In order to identify the required information, the following strategies were applied:

As our first strategy, we looked for information concerning the cultural group and race of luxury travel consumers in Canada on various Canadian luxury travel market reports, surveys, government reports, and articles on sources such as newacttravel, 150.statcan.gc.ca, Nielsen, catalyst, globalnews.ca, and traveller. However, we were unable to trace the required data. But, we did find a lot of information on market size and trends about Canadian travelers in general.

Since there are no precompiled survey reports or statistics on luxury travel consumers in Canada, we looked for the key players of the luxury travel market in Canada to garner data based on their client base. Scottdunn, Virtuoso, aimplas, AudleyTravel, and Canada By Design are some of the key players. Nevertheless, we were unable to derive significant data through this strategy.

Based on our research, we discovered that Canadian millennials can be considered as luxury travel consumers in Canada. With this information, we tried to derive data concerning their cultural group and race in sources such as canadianmillennials.ca, Canadapost, Forbes, Neilson, and Ranstad. However, nothing specific to their cultural group and race was detected.

Subsequently, we tried to triangulate the information by examining North American and global luxury travel reports in websites such as Amadeus, ILTM, Eye for travel, STRglobal, and Insider. But, most of the information that we found was on market size, popular destinations, and the latest trends in the market.

As our last resort, we expanded the scope of our search and looked for data that was published two years ago. We collected data on Canadian travelers' segregated by their province to acquire the required answer. However, most of the information was extraneous in nature and centered on the number of visits, number of travelers, and spending habits. Travel.gc.ca, Canada.travel, CATSA | ACSTA, and ETIAS are some of the sources we looked into.

  • " Millennial travellers present a unique opportunity, but the way agents interact with this demographic will not be the same as they do today, as technology continues to dominate the way we interact.”"
  • "Income Matters: Affluent households (annual income more than CAD 200,000) demonstrate significant differences in travel patterns including the types of trips they are more likely to take. "
  • "luxury travellers were defined as those with an annual household income of more than $150,000, and bookings arrivals in foreign countries made by these travellers were deemed as luxury trips."
  • "According to the World Travel Monitor data, Millennials are better educated than the average outbound traveler"
  • " Another interesting outcome of the analysis is the above average share of female travelers. In contrast to the total outbound market, in the millennial segment female travelers have a higher share than male travelers."
  • "Millennials are now the most educated generation, as about 70% of those between 30 and 34, years old had a post-secondary certificate, diploma or degree, compared to about 55% of Gen-Xers at the same age."
  • " Median wealth was considerably higher for millennials living in Toronto or Vancouver, compared to those in Montreal or at the national level. Specifically, median net worth in 2016 reached $145,000 for millennials living in Toronto and $91,000 for those living in Vancouver, considerably lower than for those living in Montreal ($47,100)."
  • ""Women are looking to be more independent and experience things that they've never done before, so really coming out of their insecurities or fears.""
  • "Many of them have had very busy careers that didn't allow them to travel as much as they wanted to, or they were raising children, or finances, putting kids through university. So now they're going, 'It's my turn."'"
  • "My husband was in the hospital, my teenage daughter was being difficult and I just wanted to get away. When I went online there was nothing in Canada and I thought, 'Wow, if I'm saying that, what about the widows and the divorced women? What about the people who just want to pick up and go and don't have anyone to travel with?"'"
  • "Millennials have one of the highest employment rates in Canada, with 86% of 25 to 34-year-olds employed in 2017, according to StatCan."
  • "Anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial"