"Enthusiasm of Canadians to travel hasn't changed”: TRAVELSAVERS Canada talks shifting demand

Canadian travellers are still eager to get away, but they’re making more deliberate choices about where they go, when they book and what feels worth the money.

That shift was a key theme at TRAVELSAVERS Canada’s Dine & Discover event in Mississauga on Tuesday (Apr. 16), where roughly 85 advisors and key suppliers gathered at the Mississauga Convention Centre for a tradeshow-style cocktail reception followed by dinner, networking, trivia and prizes. 

The event was part of a broader cross-country series that has included earlier stops in Toronto and Montreal, with Quebec City and Calgary on deck later this year.

For TRAVELSAVERS, the gatherings are as much about connection as they are about business. 

"It's a night out and it's fun and it costs them nothing," said Jane Clementino, senior vice-president and general manager of TRAVELSAVERS.

Clementino used the evening to share a grounded read on the current market.

“I call it a down market with demand slowing,” Clementino said, speaking to PAX. 

“We’ve started to get more cancellations in April than we've had in February and March. As the war continues, people are assessing the risk, and you can see they're hesitating.”

Still, Clementino said the bigger story is that Canadians haven’t lost the desire to travel.

“The enthusiasm and optimism of Canadians to travel hasn't changed. It's just how, when and where that's changed,” she said. 

“What you don't hear, which is really encouraging, is you don't hear people saying: I'm not going to travel this year.”

Value is steering demand

One of the clearest shifts is what clients are prioritizing.

“We see that cruise is picking up a little bit compared to land,” Clementino said. 

“And the number one factor, I think, driving that shift, is value. Everybody's focused on value.”

That focus is reshaping where and how Canadians are booking. 

Mexico is benefiting from softer U.S. demand, creating better pricing opportunities for Canadians in what remains the top sun destination.

U.S. travel is holding steady, but in a more limited way.

“The sentiment towards going to the United States has really not changed,” she said. 

“People are really only going to two destinations: Florida – people still go there now because of cruise, and they're more apt to go there than they were last year – and Las Vegas. Vegas has come back a bit because they have all these Canadian dollar at par deals.”

Closer to home, Canada is gaining traction as travellers look for alternatives to more expensive long-haul trips.

“Canada is certainly popular,” Clementino said, noting that some clients are opting for domestic travel instead of Europe and other higher-cost destinations.

Not all travellers are pulling back, she said. Those with more flexibility are leaning in.

“The people that do have money, they're using this time to spend a longer duration, do some of their bucket list activities, do things that maybe they couldn't get to before, because they know they're going to be really well looked after during this period," she noted. 

"They're really spending a lot of money in some of those cases.”

Booking patterns are also stretching in both directions, with strong long-term demand alongside last-minute trips.

“We are seeing a bunch of bookings in 2027, like the largest number of pre-bookings we've ever seen, and then some into 2028 even," she said. "And then we're also seeing close in. The world doesn't look like it's getting any worse. Let's go next week.”

Growth continues as advisors adapt

Even with some softening in demand, TRAVELSAVERS Canada says its network is expanding.

“Since the beginning of 2023 to the end of 2025 we've grown 47 per cent, so really healthy growth year over year,” Clementino said, pointing to a mix of new agency additions, higher travel prices and a focus on helping agencies grow.

Last year alone, the company added 325 new members through its IC program model, bringing the network to just over 1,900 advisors.

Clementino also pointed to structural shifts within the advisor community, including more breakaways from host models as some agencies move to operate independently.

To support advisors in a slower, more price-sensitive market, TRAVELSAVERS is also rolling out a new training initiative, Passport to Profit, focused on business planning and diversification.

“When you're in a bit of a slower market, training is going to be super important,” Clementino said, addressing event attendees. 

At the same time, advisors are finding ways to increase revenue per booking, particularly through add-ons like insurance.

“Insurance is doing really well. Our insurance numbers have skyrocketed," she said. "Even though you may have less bookings, you have maybe a more of a complete package, so you're earning per transaction should be going up.”

Taken together, the shift is less about declining demand and more about how clients are approaching travel.

“Every traveller is looking for value,” Clementino said during her brief remarks. “And we want to make sure you guys know what's out there.”

That mindset helps explain why travel is holding its place in household budgets, even as spending becomes more intentional.

“People used to say travel was a discretionary spend. Now it's not a discretionary spend. Now it's an essential spend," she said.

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