Outbound Canada Travel Trends

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Outbound CanadaTravel Trends Trip Intentions

• Jennifer Hendry
• Senior Research Associate
• Canadian Tourism Research Institute

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Canada Total Outbound Leisure Trips(000 of
outbound leisure trips, all destinations)
3.6 CARG
Source Statistics Canada, CBoC
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Annual Leisure Visits to the U.S.
Leisure visits to the U.S. grew from 10.6 million
in 2004 to 18.3 million in 2014.
CARG 2.1 2014-2018
Source Statistics Canada, CBoC
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Seniors will out number children by 2017
Source Statistics Canada, CBoC
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U.S. Leisure Trips by Age Group
The older Canadians get, the more likely they are
to visit the U.S. when travelling outbound for
leisure purposes.
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Share of Trips by Air to U.S. Growing( share of
trips to U.S. from Canada by mode)
Source Statistics Canada, CBoC
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Canadian Travel to Massachusetts and other
Northeast States
8
Direct Arrivals at Logan International
4.7 CARG (2013-2016)
Source US BTS CBoC forecast from October 2014
through 2016
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Canadian Visits to Massachusetts(thousands of
overnight visits each year)
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Overnight Trips to the Northeast growth 2003
to 2013
Sources Statistics Canada and CBoC.
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Modest Economic Growth in Main Source Markets
Source CBoC forecast
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Canadas Population is Aging
change in population (2019 vs 2014) change in population (2019 vs 2014) change in population (2019 vs 2014) change in population (2019 vs 2014)
Canada ON QC
under 15 6.6 3.9 8.2
15-24 -5.3 -4.7 -10.3
25-34 5.3 7.9 3.0
35-44 3.8 -0.6 10.7
45-54 -7.1 -7.1 -10.4
55-64 11.7 15.0 7.5
65 20.3 20.6 17.8

• The share of Canadas population aged 55 is
  increasing dramatically.
• Between 2014 and 2019, the proportion of
  Canadians aged 55-64 will increase 12, while the
  share of people aged 65 and older will increase
  20.
• In Ontario, the proportion of residents aged
  55-64 will increase 15 in Ontario and 8 in
  Quebec
• The proportion of people aged 65 will increase
  significantly in both ON (21) and QC (18)

Source November 2014 CBoC forecast.
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Short Duration Visits, but High Spending
Source Statistics Canada and CBoC

• Average duration (overnight trips) 2.3 nights
• Average spend/visit 515 CAD
• 118 per night/per person when visiting
  Massachusetts

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High Income Canadians Key Travel Market
Source PMB 2015
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Opportunities for MassachusettsTravel Tourism
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Activity Based Segments
Luxurious Adventurer 38 have travelled to NE States in past 2 years 1.6m in Toronto and 1m in Montreal luxury accommodation and quality restaurants are a priority
Technos 43 have travelled to NE States in past 2 years Internet is their source of information 2.1m in Toronto, 1m in Montreal Connected while out and about at sports events, other attractions
Ambitious Educated One-quarter live in Montreal Fashion is important, avid shoppers Just as likely to attend a sports event as visit a museum
Cultured Active Avid readers, magazine subscribers Festivals and events, gastronomy, heritage and culture One-quarter have taken 6 outbound trips/year 1.2 million in Toronto alone
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In a Nutshell

• Canada boasts a strong outbound travel market
• Massachusetts has performed better than other NE
  states and is positioned well
• New capacity supporting growth in air travel
• Key geographic markets include Toronto (air) and
  Montreal (auto)
• Aging population
• Weekend getaways, high yield markets
• Activity based segments

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Canadian Tourism Research Institute

• Outbound Canada
• Jennifer Hendry
• Senior Research Associate
• hendry_at_conferenceboard.ca