Family travel makes top 5 list of trends for Canadians

The 2018 Virtuoso Luxe Report surveyed its affiliated travel advisors to discover the leading destinations and developments that impact how families are travelling this year.

Multigenerational travel and family travel both placed in the top five trends among Canadians in this year's Luxe Report, and connecting with family through travel is one of 2018's must-have experiences.

Generation Z: The iGeneration Is Coming On Strong

Consisting of young people born between the mid-1990s and mid-2010s (now approximately 3 to 23 years old), Generation Z accounts for 22 per cent of the Canadian population (Statistics Canada). The Canadian Marketing Association reports that Gen Z has a buying power of $44 billion, and will account for 40 per cent of consumers by 2020. The Virtuoso Luxe Report found that this tech-savvy group, while still quite young, influences family travel decisions, according to 92 per cent of advisors polled.

Top 5 Ways Gen Z Influences Family Travel

1. Involve themselves in planning trips
2. Influence other's travel choices via word of mouth, social media and reviews
3. Crave active experiences
4. Seek unusual destinations
5. Look for visual destinations and experiences for social media

Top 10 Family Travel Trends

1. Beach resort stays
2. Active or adventure trips
3. Celebration travel
4. Mother/daughter or father/son trips
5. Touring (guided or private)
6. Ocean cruising
7. Educational trips
8. Cultural immersion
9. Group travel
10. Relaxation and seclusion

Virtuoso Analysis: While sun-and-sand trips rise to first place from second in 2017, these are not the traditional fly-and-flop vacations. Families seek beach resorts with plenty of activities to keep the entire group engaged. Adventure travel is the second most popular trend, continuing the niche's recent boom. With today's fast pace of life, travel is a perfect way to gather loved ones together for a landmark celebration, or carve out time for parent/child bonding. Today's families view travel as an important educational tool, immersing them in different cultures, bringing classroom lessons alive, and shaping global citizens.

Top 10 Hottest Family Destinations

1. Italy/Mexico (tie)
2. Orlando, FL
3. Jamaica
4. Dominican Republic
5. Hawaii
6. Costa Rica
7. Australia
8. England
9. Vancouver
10. France/Toronto (tie)

Top 10 Unconventional Family Destinations

1. Iceland
2. South Africa 7. The Arctic
3. Galapagos Islands 8. United Arab Emirates
4. Antarctica 9. Vietnam
5. Botswana/Mongolia (tie)
6. Japan
7. The Arctic
8. United Arab Emirates
9. Vietnam
10. French Polynesia

The above findings stem from responses provided by Virtuoso travel advisors in Canada to the 2018 Luxe Report survey, providing insights into the year's hottest trends.