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Outbound CanadaTravel Trends & Trip Intentions

Jennifer HendrySenior Research AssociateCanadian 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.

Source: Statistics Canada, CBoC

CARG 2.1% 2014-2018

Leisure visits to the U.S. grew from 10.6 million in 2004 to

18.3 million in 2014.

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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

Source: US BTS; CBoC forecast from October 2014 through 2016

4.7% CARG (2013-2016)

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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%)

Source: November 2014 CBoC forecast.

% 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%

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Short Duration Visits, but High Spending

Average duration (overnight trips): 2.3 nights Average spend/visit: $515 CAD

• $118 per night/per person when visiting Massachusetts

Source: Statistics Canada and CBoC

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High Income Canadians Key Travel Market

Source: PMB 2015

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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 HendrySenior Research Associate

hendry@conferenceboard.ca