Virtuoso On Tour: Canada’s wealthy travellers shift from indulgence to intention

Luxury travel among affluent Canadians is becoming more intentional, more personalized, and increasingly influenced by sustainability – even as cost and practical considerations continue to shape decisions.

That picture came into sharp focus at a media luncheon on Tuesday (April 7) at the Fairmont Royal York Hotel in Toronto, where the Canadian team from luxury travel consortium Virtuoso offered a detailed look at how affluent Canadians are reshaping the travel landscape.

The press event, part of Virtuoso’s “On Tour” series, happening that same day, unpacked findings from the company’s 2026 Luxe Report, a network-wide trends forecast, done in collaboration with Environics Analytics, as well as fresh insights gathered from a recent survey of more than 100 Canadian-based advisors within the Virtuoso network.

Sustainability: Intent outpaces action

Sustainability has taken hold as a defining force in luxury travel decision-making, but as Virtuoso Canada’s Ryan Fraser, senior marketing manager, explained, there remains a notable gap between what travellers aspire to do and what they ultimately commit to financially.

“Sustainability and climate consciousness are certainly impacting the way Canadians travel,” Fraser said. “We see that in pretty significant figures…especially in behavioral shifts.”

Those behavioural shifts are striking. According to Virtuoso’s data, 44 per cent of affluent travellers are actively adjusting their travel plans based on climate impact.

READ MORE: Virtuoso advisors on how sustainability, AI, & U.S. trends are shaping future of travel

Even more telling, 74 per cent are choosing destinations with more moderate weather, while another 74 per cent are opting for off-peak travel periods — decisions that reduce environmental strain and improve overall travel experiences.

However, when it comes to spending, enthusiasm softens. “What’s lagging behind – it’s still growing, but not as fast – is the willingness to pay for sustainability when travelling,” Fraser noted.

The numbers support this: 38 per cent are willing to pay for travel options that benefit local communities; 37 per cent would pay more to preserve cultural heritage and 31 per cent are willing to spend extra for eco-friendly practices

READ MORE: Virtuoso hosts first Impact Summit at Fairmont Chateau Lake Louise

Regional differences also surfaced in Virtuoso’s research.

Environmental considerations appear to carry the greatest weight among affluent travellers in Quebec, where sustainability factors influence decisions more strongly than in other provinces.

Avoiding crowds & supporting communities

Complementing the Luxe Report, Virtuoso also shared findings from a survey conducted this month among more than 100 Canadian travel advisors.

The results offer a ground-level view of how environmental impact plays out in real-world booking behaviour.

One insight stood out clearly: avoiding overcrowding is now a top sustainability priority for Canadian travellers, Fraser shared.

Nearly half (46%) believe the most meaningful way to reduce their environmental impact is by steering clear of overtourism. Close behind is a desire to support local cultures and economies, reinforcing the idea that sustainability is not just environmental — it’s social and cultural as well.

Off-season travel continues to gain traction, with nearly three-quarters of travellers already embracing it.

The motivations behind this shift reveal a blend of values and practicality: nearly 60 per cent travel off-season to avoid overtourism and about 26 per cent do so to take advantage of lower prices

Others are motivated by a desire to sustain local economies year-round.

Despite these positive trends, barriers remain. Cost is the leading obstacle, cited by 28 per cent of advisors as the primary reason clients hesitate to choose sustainable options.

Another 19 per cent worry such choices could negatively impact the travel experience, while an additional 19 per cent point to a lack of clear information.

Interestingly, only 13 per cent cited a lack of information as a barrier — suggesting awareness is improving, but confidence and perceived value still need reinforcement.

Fraser emphasized the importance of firsthand experience in overcoming these concerns.

Advisors overwhelmingly said that familiarization trips (FAMs) are the most effective way for travel partners to communicate the value of sustainable offerings.

The rise of collaborative travel planning

Beyond sustainability, one of the most significant shifts identified in Canada is how affluent travellers approach the trip planning process itself.

According to Karen Hardie, general manager for Canada at Virtuoso, who also spoke, today’s luxury travellers want to be active participants in designing their journeys.

“Affluent Canadians are looking for travel that feels intelligent, intentional and deeply personal,” she said. “Increasingly, this cohort doesn’t want to hand their travel over. They want to collaborate on it. They want to co-create together with their travel advisor.”

This marks a meaningful departure from outdated perceptions of travel advisors as transactional “order takers,” she said.

Instead, advisors are becoming partners in a creative process, blending professional expertise with clients’ personal passions, preferences and past experiences.

Additionally, 35 per cent of affluent Canadians are more likely to use travel planning services compared to the general population, says Virtuoso.

Moving beyond the classics

When it comes to destination choices, affluent Canadians are showing a growing appetite for exploration beyond traditional hotspots.

“There’s a sense that they have done the classics — Italy, France, Spain, Greece,” Hardie explained. “There’s this increased sense of confidence because they’re travelling often.”

This confidence is driving travellers toward destinations that offer greater depth and uniqueness.

Rather than abandoning classic regions entirely, they are seeking more nuanced, less conventional experiences within and beyond them.

Among the top emerging destinations identified in the Luxe Report are:

• Iceland
• Costa Rica
• Antarctica
• Morocco
• Vietnam

These destinations are “not new,” Hardie clarified.

“They’re growing” as travellers look for places that offer cultural richness, natural beauty and opportunities for deeper engagement.

Meaningful experiences take priority

At the heart of these evolving trends lies a shift in motivation. Luxury travel is no longer defined solely by indulgence. Rather, it is increasingly about enrichment, connection and purpose.

“[Travellers] want to indulge, for sure, but it’s around culture, urban experiences and sustainable choices,” Hardie said.

Experiential travel has become central, Hardie said, with a strong emphasis on meaningful activities that enhance quality of life.

Celebrations and milestones are playing a particularly important role, often serving as the catalyst for travel.

Family and multi-generational travel is a dominant theme. According to Virtuoso, 28 per cent of affluent Canadians cite vacations with family and friends as their primary motivation for travel.

This focus on shared experiences is reshaping itineraries, with travellers prioritizing activities that bring people together, from cultural immersion to outdoor adventures.

Another emerging trend is the rise of outdoor activities and “soft adventure” – experiences that blend comfort with accessible outdoor activity.

This trend is particularly strong in Western Canada, Hardie said, where proximity to nature influences travel preferences.

Cruise travel: longer, more experiential

Cruising continues to be a major pillar of luxury travel for Canadians, and its evolution mirrors many of the broader trends highlighted in the report.

“Cruise is a very significant part of all Canadian travel, but certainly amongst affluent Canadians,” Hardie said.

One of the most notable shifts is the preference for longer trips, with itineraries lasting two weeks or more becoming increasingly common.

These extended journeys allow travellers to explore destinations more thoroughly and incorporate a wider range of experiences.

Expedition and river cruising are both on the rise, offering more intimate ways to travel while connecting with culture and nature.

According to the Luxe Report, Virtuoso’s top cruise destinations include:

• The Mediterranean
• The Danube River
• Alaska
• The Caribbean
• The Greek Isles

Affluent Canadians are redefining what luxury means, shifting away from purely material indulgence toward experiences that are meaningful, sustainable and personally relevant, the team said.

At the same time, practical considerations such as cost and perceived value continue to influence decision-making.

The challenge for the industry lies in bridging the gap between intention and action, particularly when it comes to sustainability.

Growing influence of advisors

Virtuoso On Tour kicked off in Vancouver from March 31 to April 1 at the Fairmont Pacific Rim Hotel, before moving to Toronto for the April 7–8 event at the Fairmont Royal York.

Together, the gatherings brought significant engagement across the industry, welcoming a total of 180 advisors and 135 partners. The format also facilitated approximately 24,300 one-to-one connections.

Attendees received a forward-looking view of Canada’s luxury travel market, which is expected to grow by nearly 48 percent, expanding from $74.6 billion (USD) to $110.5 billion (USD) by 2030, according to the 2025 Grandview Research Industry Report.

The report also indicates that experiential travel will outpace traditional luxury goods, with a projected growth rate of nine percent between 2025 and 2030, compared to just four percent growth for luxury goods during the same period.

Within the Virtuoso network, preferred partner sales in Canada have risen by nine percent year-over-year, while future leisure sales one to two years out have increased by 35 percent and bookings exceeding $50,000 are up 50 percent year-over-year.

During the event, Hardie highlighted the continued evolution of Canadian luxury travel and the growing influence of advisors.

“Canadian luxury isn’t defined by excess, but by meaning. Travellers are prioritizing stories, connection and authenticity over status,” she said. “We’re also seeing a notable increase in how travellers plan, with intent to use a travel advisor eight percentage points higher in Canada than the global average, reinforcing the value of trusted expertise in delivering more personalized, high-impact travel experiences.”

What do Canadian Virtuoso advisors have to say about today's emerging travel trends? Click here to see PAX's coverage from a detailed panel discussion that took place that same day.  

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