Why Canadians Really Travel … It’s not so Simple Anymore

In the first part of an exclusive four-part series – beginning with this issue of Canadian Travel Press — Environics Analytics’ Stan Ivankovic ponders the answer to why Canadians really travel. And while it appears to be a simple question, it becomes pretty clear, pretty quickly that the answer isn’t so simple.

Ivankovic, Vice President Business Development – Travel for Environics Analytics, begins by noting that: “For decades, the travel industry has relied on demographics to understand travellers. Age, income, family status and geography have all been useful indicators of who travels and where they go. But they don’t always explain why people make the choices they do.”

And he continues that: “Today’s Canadian travellers are increasingly driven by factors that go beyond demographics. Two households with similar incomes, life stages and travel budgets can have completely different ideas about the perfect vacation. One may be searching for authentic cultural experiences and local connections, while the other is looking for relaxation, nature or an unforgettable bucket-list adventure.”

As Ivankovic explains it: “The difference often lies in their values, motivations and expectations. This is becoming increasingly important for destinations, attractions and travel brands looking to stand out in a crowded marketplace. While demographics help identify potential travellers, understanding attitudes and motivations provides a much clearer picture of what inspires them to book.”

There’s more, lots more and for the full story, check out the July 20, 2026 issue of CANADIAN TRAVEL PRESS.