Canadians redefine summer travel with longer, higher-spend journeys: Virtuoso

Luxury Canadian travellers are continuing to prioritize meaningful travel experiences, with new data from Virtuoso revealing a growing preference for longer stays, higher-spend trips and personalized luxury experiences.

The latest figures from the luxury consortium show that while demand for travel to the United States has softened, overall Canadian travel remains strong and is outperforming last year’s summer season.

Travel demand among Canadians remained resilient through the first four months of the year, driven by a clear shift toward extended trips and greater spending per journey.

Between January and April, bookings increased by nine per cent, while hotel room nights rose by 15 per cent compared with the same period last year, Virtuoso reports.

Sales climbed an impressive 24 per cent, indicating that travellers are not only staying longer but also choosing higher-priced travel experiences.

Year-to-date results reinforce this trend. While overall bookings remain in line with last year, hotel room nights are up seven per cent and sales have increased by 18 per cent.

The combination of longer stays and higher rates suggests that Canadian travellers continue to prioritize premium travel experiences, with cost playing less of a deterrent role than in previous years.

U.S. travel sees higher spending

Canadian travel to the U.S. tells a slightly different story, one characterized by lower demand but significantly higher spending.

From January through April, hotel bookings to the U.S. declined seven per cent year-over-year, while room nights fell six per cent.

Despite this, sales increased by 19 per cent, driven largely by a 29 per cent increase in average daily hotel rates, which reached US$671.

The trend becomes even more pronounced when looking at year-to-date performance. Hotel bookings are down 11 per cent and room nights have decreased 12 per cent, yet overall production has risen 33 per cent. This growth has been fuelled by a 36 per cent increase in average daily rates, now averaging US$834.

These figures indicate that although fewer Canadians are travelling to the United States, those who do are opting for higher-end accommodations and spending more on their trips.

Summer 2026 outlook remains strong

As the summer travel season gets underway, Virtuoso’s data points to continued momentum among Canadian travellers.

For travel taking place between June and August, bookings are up 26 per cent compared with the same period last year. Room nights have increased by 21 per cent, while sales are pacing 45 per cent ahead of summer 2025 levels.

The strong performance underscores Canadians’ continued enthusiasm for travel, particularly experiences that offer personalization, exclusivity and cultural immersion.

Europe Leads the Way

The most popular destinations for Canadian travellers this summer span a mix of international and domestic favourites.

The top five countries include the United States, Italy, France, Canada and the United Kingdom.

Among the most sought-after destinations are some of Europe’s iconic luxury hotspots, including the French Riviera, Paris, Sicily, London, Lake Como, the Amalfi Coast, Tuscany, Sardinia, Rome and the Greek Isles.

“For Canadians, travel remains a priority – they’re simply approaching it differently,” said Virtuoso General Manager for Canada Karen Hardie, in a statement.

“While bookings remain consistent with last year, we’re seeing more intentional trips for longer periods of time and a willingness to invest more.”

“The overall story for summer is one of continued strength, with travellers placing a premium on tailored experiences and the trusted guidance, expertise, access and connections Virtuoso travel advisors provide.”

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