Booking.com data reveals Canadian travellers prioritize trips ahead of many expenses

In newly released research, Booking.com reveals that Canadian travellers see travel as an investment in their quality of life and believe the cost is worth it, even when financial sacrifice is required.

The survey, conducted by HarrisX, finds that many Canadians are willing to cut back elsewhere from their budget or postpone other purchases to travel, while some spend more than planned and even avoid checking their bank account or credit card balance when they get home. Still, 87% say that when they return from a trip, the expenses feel worth it.

Ian Ackland, Managing Director, Americas at Booking.com, observed that: “Travel continues to show its resilience, even as people reassess their spending. Unlike material goods, travel offers enduring memories and a profound sense of wellness that enrich one’s life significantly. At Booking.com, we make it easier for travellers to have these meaningful experiences, reinforcing the deep value that travel holds in enhancing personal fulfillment and moments of connection.”

Canadian travellers are willing to go to great lengths to invest in unique travel experiences. The data reveals the extraordinary financial trade-offs people make: 43% have taken on additional work or a side job to afford a trip, 35% have charged a trip without knowing how they would pay it off, and 29% have hidden the true cost of a trip from a partner.

While 47% have, at times, spent more on travel than they would be comfortable admitting to others, 33% have avoided checking their bank account or credit card balance after returning home, and 44% of travellers have dined on very budgetary meals for an extended period to afford a trip.

And 69% of Canadian travellers reported that travel brings them more satisfaction than buying material goods, which can suggest that leisure travel is seen as a cornerstone of their quality of life. This prioritization translates into concrete financial decisions: Two thirds (67%) of Canadian travellers prefer to cut back on other day-to-day expenses in order to travel.

Of the destination types that Canadian travellers feel offer a good value for money, 71% said that cultural and historical destinations were at their top, then 70% said beach destinations, 64% said nature and ecotourism destinations, 63% said mountain travels, and urban/city destinations in equal measure.

Rejecting a “lowest price wins” mentality, Canadian travellers are sophisticated consumers that prioritize meaningful experiences and peace of mind foremost.  The findings show that value does not simply mean finding the lowest price. Nearly nine in 10 Canadian travellers (85%) agree that, when it comes to travel, cheap can sometimes end up being expensive, and 86% say a good trip is not always the cheapest one. Instead, travellers place a premium on avoiding hassles (89%) and enjoying memorable experiences (61%).

This data challenges the assumption that price-sensitive consumers are primarily motivated by cost. In fact, Canadian travellers demonstrate that they are willing to invest in quality, comfort, and stress-free experiences, and that they understand the hidden costs of budget travel.