More Canadians booking direct, but travel advisors remain relevant: study

More Canadian travellers are booking direct and bypassing third-party platforms, but travel advisors still play an important role, according to a new study.

Last week, Development Counsellors International (DCI) released its latest Canadian consumer research report, “Capturing the Canadian Consumer: Insights into the Path to Purchase for Canadian Travellers.”

The study offers data-driven insights to help destinations worldwide better understand and attract Canadian travellers in a rapidly evolving global landscape.

Based on a survey of 1,502 Canadian passport holders conducted in January 2026, the report highlights a notable shift in travel behaviour compared to its 2023 edition.

As previously reported, the study shows that Canadians are not only travelling more frequently but are also spending more and making increasingly intentional decisions about where and how they travel.

It also finds that more Canadians are booking directly with airlines and cruise lines.

READ MORE: Canadian travellers are spending more, but safety remains critical: study

Direct booking with transportation providers grew from 15 per cent in 2023 to 20 per cent in 2026, suggesting airlines and cruise lines that invest in direct-channel relationships have an opportunity to grow share, the report says.

In a follow-up shared with PAX, DCI shared further insights from its study, which finds that just over half of Canadian (51 per cent) will book their next trip on their own, slightly down from 54 per cent in 2023.

Online travel agencies (23 per cent) and travel agents/advisors (21 per cent) together serve nearly half the market, the report says.

Travel advisors remain relevant

But travel advisors remain relevant, the report further shows.

Travel agents retain meaningful relevance for older travellers (32 per cent of 65+ vs. 17 per cent for under-65s), particularly for complex multi-destination itineraries and cruise planning, the study says.  

“Destinations seeking to reach the 65+ segment efficiently should invest in agent education and FAM programs in addition to direct consumer outreach,” the company says.

Quebec relies more on travel agents

DCI’s provincial data makes a compelling case for market segmentation beyond a single Canadian campaign.

Western Europe is considered more frequently in British Columbia and Alberta than in Quebec; British Columbia and Ontario prioritize nonstop service more than Atlantic Canada; while Quebec relies more heavily on travel agents and general internet search while other provinces lean on word of mouth.

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