With the summer vacation season upon us, a new poll by Harris/Decima finds that Canadians are enthusiastic about leisure travel.
According to Harris/Decima Vice-President Patricia Thacker, “The Canadian travel outlook is very positive right now. Not only are Canadians feeling enthusiastic toward leisure travel, they are actually making plans and going on trips.”
Generally, Canadians place high importance on leisure travelling – nearly three quarters told Harris/Decima that vacation travel is very or somewhat important to them. That sense of importance is reflected in Canadians’ vacation travel behaviour. Three quarters of Canadians took a vacation trip in the last three years and more than two-thirds of Canadians said they will definitely or very likely take a vacation trip in the next year.
And as Canada’s economic recovery continues, Canadian travel intentions appear to be on the rise. More than a third of Canadians said they plan to travel more in the next three years than they did over the past three, while just one quarter of Canadians plan to travel less. With a net change in travel of +12 (percent who will travel more minus percent who will travel less), Canadians are upbeat about travel. This finding is consistent with May’s surge in overall consumer confidence, measured by the Conference Board of Canada.
Nationally, overall travel incidence for Canadians sits at 81% (travel incidence tallies those who have taken a trip in the past three years and those who plan to take one in the next year). Albertans are Canada’s most avid travellers with a travel incidence of nearly nine in ten. Quebec has the lowest travel incidence in the country with just over three quarters of residents travelling recently or planning to travel soon. While Ontario sits right at the national average at eight in ten, Ontario offers the largest potential for leisure travel by far, reflecting the sizeable adult population in this market.
Each week, Harris/Decima interviews just over 1,000 Canadians through teleVox, the company’s national telephone omnibus survey. The most recent data was gathered between April 26th and May 20th, 2012 for a total sample of 4,048. The margin of error for this sample size is 1.6%, 19 times out of 20.