Findings challenge commonly held assumptions around travel seasonality and offer insight into the unique preferences of affluent consumers
NEW YORK, Jan. 18, 2018 /CNW/ -- Canadians spend an estimated CAD 35 billion on outbound travel annually, representing a lucrative market within the international travel and tourism economy, yet their travel preferences are often assumed to mirror those of American travelers.
With the Canadian economy on an upward trajectory and the outlook for outbound travel strong, a new study by Development Counsellors International (DCI) provides insight into the habits and preferences of Canadian travelers along their "path to purchase" for international leisure travel. Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travelers also delves into the travel preferences and activities of affluent Canadian travelers, a segment with historically limited research.
"With 67 percent of Canadians holding a valid passport, compared to 46 percent of U.S. citizens, it's intuitive that Canadian travelers are much more likely to travel internationally and to prioritize travel," said Robyn Domber, vice president of research at DCI. "For international destinations marketing to North American consumers, what our findings make clear is the need for a highly tailored approach – not only between the U.S. and Canada, but also between Canadian provinces."
Key findings from the report include:
- Home Province Matters: The study indicates variations in travel patterns and preferences between Canadians from different provinces and between English and French-speaking Canadians, including where they travel, when they go, and how long they stay.
- Age Matters: Canadians in each generation are inspired to travel via different marketing methods, exhibit different research and planning timelines and are also seeking distinct types of experiences.
- 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.
"As destinations around the world compete for market share, a one-size-fits-all approach to destination marketing is a huge missed opportunity," said Karyl Leigh Barnes, executive vice president at DCI. "The value of the Canadian outbound travel market is too great to simply replicate a U.S. marketing approach, particularly when we're able to speak directly to the unique preferences of consumers in each market."
For additional information or to download the report, visit https://aboutdci.com/products/capturing-canadian-consumer/.
The primary research for Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travelers was based on an online survey fielded during mid-2017. The sample included 1,505 Canadian citizens.
About Development Counsellors International
Development Counsellors International (DCI) is the expert in how North American travelers and business executives select destinations. We partner with destinations to increase visitor arrivals, disperse visitors, augment daily spend and increase business investment.
SOURCE Development Counsellors International
For further information: Kimberly Miller, 415 529 1845, [email protected], http://www.aboutdci.com