Fifty-seven per cent of Canadians are more likely to book all-inclusive when they know their vacation cost upfront, as guests look beyond the lowest price for value this winter

New research reveals 37 per cent of Canadians who typically consider vacationing in the fall/winter would cut back on everyday lifestyle expenses to protect their travel budget, as guests prioritize budget certainty, quality experiences and flexibility when planning their winter escapes.

TORONTO, Oct. 5, 2026 /CNW/ -- New research focused on Canadians' fall and winter travel preferences among those who typically consider vacationing in the fall/winter (70%), has revealed that more than half of respondents say knowing the total cost of their vacation upfront would make them more likely to book an all-inclusive package. Thirty-six per cent of respondents point to better overall value as a factor in choosing an all-inclusive, rather than booking separately. That number rises to 68 per cent of families who say knowing the total cost upfront would make them more likely to book.

When it comes to what Canadians consider the best value for their vacation dollars, half of respondents say it means paying a price that feels fair for the quality and experience they receive. By comparison, only five per cent define value as securing the absolute lowest price if it means sacrificing quality or convenience. Thirty-seven per cent say they would cut back on everyday expenses such as dining out, entertainment or holiday gifts to protect their fall or winter travel budget, while nearly one in four Canadians aged 18 to 34 would be willing to delay a major purchase.

"Canadians continue to face pressure on their household budgets, but our research shows they are still finding ways to prioritize travel and the experiences that matter to them," said Marek Andryszak, President of Sunwing Vacations Group. "They're looking beyond the lowest price and considering the overall value of their vacation, from quality and choice to knowing what their trip will cost upfront. At Sunwing Vacations, our focus is on making those decisions easier by offering a wide range of all-inclusive vacation options that provide greater budget certainty and value."

Additional survey insights:

• Respondents travelling with friends or a partner, are significantly more likely to say they intend to book their fall or winter vacation earlier than usual compared to solo travelers, suggesting that planning ahead is becoming increasingly important for group travel.
• Among potential fall and winter guests, 26 per cent had planned or would have considered travelling to Cuba. If Cuba remains unavailable, 71 per cent of those guests say they would choose another destination rather than delay or cancel their vacation.
• Mexico tops the list of alternative destinations being considered, followed by the Dominican Republic and Costa Rica.
• Rest and relaxation remain a priority, with 57 per cent of respondents saying it is the primary focus of their getaway.
• Forty-five per cent look forward to exploring the local area and culture, while 42 per cent are interested in dining experiences and one quarter look forward to off-site excursions.
• Forty-seven per cent say escaping the cold weather is the primary focus of their winter vacation.

Canadians looking to get more value from their winter getaway can choose from Sunwing Vacations' wide selection of all-inclusive packages across popular sun destinations in Mexico, the Caribbean and Central America. With flights, accommodations and meals bundled together, guests can more easily understand the cost of their vacation upfront while choosing the resort and destination experience that best suits their travel style.

Guests can also make their vacation spend go further with WestJet Rewards. Members can now earn and redeem WestJet points on eligible Sunwing Vacations packages, helping get closer to their next getaway. Members can also earn WestJet points through everyday spending on a WestJet RBC® Mastercard credit card, creating more opportunities to earn toward future travel.

Survey Methodology

These findings are from a survey conducted by Sunwing Vacations from August 28th to September 1^st, 2026, among a representative sample of 1502 online adult Canadians who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of +/-2.53 percentage points, 19 times out of 20.

About Sunwing Vacations

As the leading vacation provider in Canada, Sunwing Vacations offers more vacation packages to the south than any other vacation provider with convenient direct service from cities across Canada to popular sun destinations across the Caribbean, Mexico and Central America. This scale enables Sunwing Vacations to offer customers exclusive deals at top-rated resorts in the most popular vacation destinations. Sunwing Vacations customers benefit from the assistance of our trusted partner in destination, NexusTours, whose representatives greet customers upon arrival and support them throughout their vacation journey. For more information, please visit sunwing.ca.

SOURCE Sunwing Vacations Group

Media Contact: Victoria Bakos, PR Manager, Sunwing Vacations Group, [email protected]