Transcript Outbound Canada Travel Trends & Trip Intentions Jennifer Hendry Senior Research Associate Canadian Tourism Research Institute conferenceboard.ca.

Outbound Canada
Travel 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.
21.0
20.0
19.0
Leisure visits to the U.S. grew
from 10.6 million in 2004 to
18.3 million in 2014.
$1.05
$1.00
$0.95
18.0
CARG 2.1%
2014-2018
17.0
$0.90
Millions
16.0
$0.85
15.0
14.0
$0.80
13.0
$0.75
12.0
US Leisure Visits (millions)
11.0
$0.70
CAD $ (annual average)
10.0
$0.65
9.0
8.0
$0.60
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015f 2016f 2017f 2018f
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
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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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Canada’s Population is Aging
•
•
•
•
The share of Canada’s
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%)
% 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%
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
Massachusetts
Travel & 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
[email protected]
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