Allianz Study: Despite Economic Challenges, Canadians Determined To Travel

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Bruce Parkinson

Despite rising financial pressures, the Canadian desire to travel continues to rise, with seven in ten Canadians saying they plan to take a vacation in 2024. The data comes from Allianz Global Assistance’s seventh annual Vacation Confidence Study. 

The travel insurance and assistance provider’s study, conducted in partnership with Ipsos, revealed that vacation confidence is strongest among high-income households (85%), university graduates (80%) and families with children (79%).

These encouraging travel intentions are reinforced by the 72% of Canadians who say that an annual vacation is important to them. 

Those over the age of 55 – who were among the slowest to return to travel in recent years – are driving the rise in vacation confidence with a 10-point increase from last year’s study. Considered to be some of the country’s most avid travellers, the 55+ generation has now rebounded to 2019 numbers in terms of travel intentions.

“Canadian travellers are a resilient bunch. Despite facing unprecedented challenges in recent years, as our 2024 Vacation Confidence Study reveals, travel intentions have fully returned to pre-pandemic levels,” said Dan Keon, Vice President, Marketing & Insights at Allianz.

Hospitality and leisure sector jobs on the rebound.

Canadians are ready to travel in 2024. (Photo Credit: metamorworks/iStock/Getty Images Plus)

“In line with rebounding travel volumes, we’ve seen a recovery in the Canadian consumer’s mindset around the importance and prioritization of travel. This shift is propelling Canadians’ confidence in taking a vacation this winter to a statistical high point in our seven-year survey, indicating a renewed commitment to travel.” 

When it comes to escaping the cold and taking a winter vacation, almost half of Canadians are confident they will take a trip this winter, up four points from 2022. The overall increase in winter vacation confidence among Canadians is again attributed to those aged 55+ who are returning to travel after being more cautious coming out of the pandemic. With this, the study suggests snowbird travel to jump back to 2019 levels in 2024. 

While Canadians of all ages are clearly eager to travel, the vacation deficit is still historically higher than the years immediately preceding the pandemic. This year, 17 per cent of Canadians fall into the vacation deficit category – meaning that taking an annual vacation is important to them but they are not confident that they will take one. The deficit dropped for the second consecutive year, but a third of Canadians still have not had a vacation in over two years. 

Among Canadians who are not confident they will take a trip next year, 68% cite not wanting to spend the money as the primary barrier. Of those planning a trip, 60% say they will be scaling back travel plans due to inflation.

“Canadians have been heavily impacted by rising living costs so it’s no surprise that the study found the biggest obstacle to taking a vacation relates to financial pressures,” added Keon.

Travel insurance

Travel insurance is an important part of vacation planning. (photo via iStock / Getty Images Plus / Andrei Sauko)

“With these challenges in mind, we encourage all Canadians who are planning to travel to include travel insurance in their trip budget. It has never been more critical for travellers to protect their vacation investment, and the cost of travel insurance is a fraction of the potentially catastrophic expenses that can arise due to an unexpected medical emergency abroad.”


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