Canadians are prioritizing moderate weather, off-peak travel: Virtuoso

Weather conditions are having an impact on traveller preferences, says Virtuoso, sharing more findings from its 2025 Luxe Report, which surveyed more than 2,200 luxury travel advisors from 58 countries, including 200 from Canada.

The study found that 44 per cent of Canadian advisors say their clients are adjusting their plans to mitigate the effects of climate change.

Specifically, 80 per cent report that clients are opting for destinations with moderate, less extreme weather and 74 per cent indicate travellers are choosing off-peak times when temperatures are typically milder. 

In regards to sustainability, 26 per cent of advisors say their clients are committed to reducing their carbon footprint by supporting carbon offsetting initiatives.

According to the 2024 Virtuoso Brand & Travel Tracker study, a survey conducted in collaboration with YouGov, the top information Canadian travellers seek in the planning process is weather/climate (80 per cent), safety of the destination (79 per cent) and ease of travel to the destination (64 per cent). 

Additionally, 38 per cent of travellers are willing to pay more for companies that benefit local communities and the economy, 37 per cent for those that preserve natural and cultural heritage and 31 percent for businesses that adopt environmentally friendly philosophies and practices.

“As travellers become more conscious of the impact their choices have on the world, Virtuoso is here to help guide this positive shift,” said Virtuoso’s VP of Sustainability Javier Arredondo, in a press release.

“We have partners doing extraordinary things to serve the areas where they operate, ensuring that trips can benefit both travellers and the communities they visit. Virtuoso advisors are there to help guide clients in choosing experiences that align with their values, so that doing good and doing well are not mutually exclusive.”

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