Using a travel advisor boosts excitement for vacationing Canadians: study

A new study from Flight Centre reveals that the vacation experience for some Canadians begins long before they board the plane.

According to data collected by YouGov, 25 per cent of Canadians feel that their holiday starts during the planning and booking stage, with those who use travel advisors being almost twice as likely to experience an early surge of excitement compared to their DIY counterparts.

One in four Canadians (25 per cent) believe their vacation begins the moment they start planning their trip. This early onset of vacation vibes is particularly pronounced among Millennials, with 29 per cent of this group reporting that their excitement kicks off during the planning phase, compared to only 19 per cent of Gen Xers, the study says.

The data was collected between July 11–17, 2024, from a sample of 1,066 Canadians (excluding Quebec) who are likely to travel for leisure in the next 12 months.

Airport enthusiasts

Nearly two in five Canadians (37 per cent) find themselves slipping into vacation mode as soon as they arrive at the airport.

This sentiment is especially strong among women, 40 per cent of whom feel that their holiday begins at the airport, compared to 34 per cent of men.

Destination arrival

For others, the journey truly begins upon arrival at their destination, with around 28 per cent of Canadians saying they only consider themselves on vacation once they've reached their travel spot.

Gen Xers, in particular, are more destination-focused, with 33 per cent feeling the vacation vibes only upon arrival, compared to 24 per cent of Millennials.

Accommodation check-in

Just under one in ten (seven per cent) believe their vacation starts when they check into their accommodation.

As well, users of travel advisors are almost twice as likely  (27 per cent compared to 14 per cent) to feel this early excitement compared to non-users.

“The personalized service and expert guidance provided by travel agents appear to play a pivotal role in transforming the often-stressful planning process into a seamless and enjoyable part of the vacation experience,” says Flight Centre.

"Planning a vacation should be exciting, not stressful," stated Chadd Andre, executive vice-president of Flight Centre Canada. "Our study highlights that 78 per cent of respondents crave human connection, while 87 per cent rely on agents' industry know-how.”

"With nearly three-quarters raving about an agents’ ability to provide the best experiences and access to hidden gems, it's clear: travel experts turn complex bookings into seamless journeys."

When it comes to choosing travel destinations, Canadians lean heavily on the opinions of friends and family (65 per cent), available sales and travel deals (52 per cent), and the advice of travel experts (36 per cent), the study shows.

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