Tracking the trends
#1 Clients are looking for bespoke experiences
When it comes to what’s trending based on demand, Tannis Dyrland, the owner of Tisson Travel Group, Calgary, Alta., reports that clients are looking for options that go beyond the mainstream.
“People want bespoke itineraries, nothing cookie cutter,” she says. “Something that is a dream trip that they don’t want to put off or something that has always been on their must-see list and they are going for it.”
#2 Experience-driven travel is on the rise
Meanwhile, Duane Zambas, a licensed travel advisor with Centre Holidays Inc., Brampton, Ont., is witnessing growing demand for more intentional and experience-driven travel.
“Clients are increasingly drawn to itineraries that offer greater comfort, exclusivity, cultural depth and flexibility,” he reveals, adding that multi-generational travel, premium cruising, curated long-haul vacations, and destination-led experiences continue to stand out. “On the supplier side, there is also a stronger focus on personalization, elevated inclusions, and immersive offerings that go beyond the traditional vacation model. Today’s travellers are looking for more than just a trip. They are looking for value, meaning, and a memorable overall experience.”
Similarly, Lori Schneider, a vacation & cruise consultant with Fareconnect in Medicine Hat, Alta. is also seeing demand for trips that focus on meaningful experiences rather than simply getting away for a week.
“Travellers are putting more thought into where they go and why, and they’re choosing itineraries that feel special, memorable, and worth the investment,” she shares.
#3 Bucket list trips remain popular
For Gabrielle Chin, a leisure advisor with Charrisma Travel in Mississauga, Ont., clients are still looking to turn their bucket lists into reality.
“People are really looking at trying to get those bucket list trips off their list. European vacations, Mediterranean cruises, zip-lining in Costa Rica or being a spectator at the Australian Open are what they are looking for and it’s good to see,” Chin says.
Although Bethany Gorski, leisure advisor with Niche Travel Group, Halifax, N.S., is still seeing a lot of clients book their big bucket list trips like experiencing the Galapagos or heading on an African safari post-covid, she’s also finding that clients are adding “an exciting adventure component” to these bookings.
“I have also seen a big uptick in New Zealand enquiry,” she adds. “I did a FAM trip with G Adventures and Air New Zealand in November on a North Island multi-sport trip, and a lot of my clients are pulling the trigger to visit New Zealand as well.”
#4 Canadians are spending more on luxury travel
Overall, Lois Barbour, the owner of Travel Time Agency, St. John’s, N.L., is noticing a shift toward luxury travel.
“Even when a higher price point initially feels like a stretch, once clients experience it, they quickly recognize the value,” Barbour notes. “There is a growing understanding that investing more upfront often results in a significantly enhanced overall experience.”
For Gabrielle Chin, a leisure advisor with Charrisma Travel in Mississauga, Ont., clients are also incorporating wellness journeys or more luxurious all-inclusive vacation options.
“They are starting to appeal more to those who love the beach life by staying in an upgraded room category or adding experiences to help enhance their vacation,” she adds.
#5 Travellers are looking to support local companies
Notably, Gorski also says that a lot of her clients are focusing on Canadian suppliers like G Adventures.
“It’s great to know that you’re supporting both a Canadian company and locals in your destination,” she shares.
However, for Helen Lachapelle, a senior travel associate at NorthStar Travel, Kitchener, Ont., a key trend has been avoiding U.S. travel.
“I’ve also noticed that many of my clients are choosing to spend their travel dollars anywhere but the U.S.,” she notes.
Meanwhile, Schneider says she’s putting more focus on promoting travel close to home.
“Canada has so much to offer — incredible landscapes, unique experiences, and hidden gems right in our own backyard,” Schneider says. “More people are realizing they don’t have to go far to explore something amazing.”
#6 Cruising into cruises
This year, another trend that Schneider is witnessing is a shift from traditional all-inclusive vacations toward cruises, essentially those that define themselves as floating resorts.
“Many travellers are discovering that cruising offers more variety, more destinations, and a higher level of service, all in one trip,” she adds.
