From max relaxers to adventure hunters, Canadians have distinct preferences when it comes to maximizing their vacations, according to a new survey from Sunwing. And with this in mind, the tour company has launched a winter campaign that reflects these diverse travel styles and preferences, encouraging clients to see their next holiday “in a new light.”

The survey reveals that over a quarter of Canadians (27%) considering themselves “max relaxers” who like to lie low and relax while on vacation. Similarly, another quarter (28%) describe themselves as “reserved vacationers” who tend to keep to themself and/or their travelling companions. On the other hand, over one-fifth (22%) liken themselves to “adventure hunters” who enjoy exploring new, fun activities on their vacations. Of particular note: this figure increases to one-third (34%) among younger Canadians between 18-34 years of age.

Meanwhile, 12% of Canadians consider themselves “sun-seekers” who love nothing more than soaking up the sunshine on holiday, while one-in-10 (9%) consider themselves “social butterflies” who relish meeting new people, socializing and talking to fellow vacation-goers.

The survey was conducted in both English and French between Sept. 22 and 25, 2023 with a nationally representative sample of 1,504 Canadians who are members of the Angus Reid forum.

“Our research shows us that there are distinct personas that define how Canadians like to travel. While unplugging from daily life, dialling up the relaxation and spending time with their travelling companions is high on many Canadians’ wish lists, an equal number of Canadians are keen to amp up the adventure and try out new experiences… whether that’s laying out by the pool in Punta Cana or zip-lining over the treetops in Mexico or Costa Rica,” says Samantha Taylor, Chief Marketing Officer for Sunwing Vacations Group.

Among Canadians who intend to travel to a sun destination in the upcoming year, approximately one-third (30%) said they will maximize their time in destination by working on their tan by the beach or pool, while one-fifth respectively intend to indulge at on-site restaurants (20%) or head off of the resort property for fun adventures (19%).

As for who they intend to travel with on their next sun vacation, half (53%) of survey respondents indicated that they plan to travel with their partner or significant other, while one-quarter (28%) will travel with family members including their children or parents. Another 12% plan to travel with friends, while less than one in 10 (7%) indicated they will be travelling solo.
In addition, when asked what the most important factor is when booking a sun vacation, nearly half (45%) of those likely to travel say overall value for the money paid is their top consideration. This is followed by the safety and reputation of the destination, cited by over one-quarter (28%) as being the most important consideration.

New campaign

Meanwhile, Sunwing has unveiled its new winter campaign and commercial which challenges travellers to think about a getaway to the sun in a different light. The ‘Save More Do More’ promotion comes to life via a commercial spot broadcasted on specialty channels in Toronto and Montreal, radio, out-of-home, social media, digital video, and a cinema buy with commercial placements at Cineplex theatres this fall, plus content partnerships with creators, most notably, Canadian media personality, comedian and mom, Jessi Cruickshank, representing the vacationing families that are core to the Sunwing brand.

The humorous commercial spot, directed by Benji Weinstein, taps into the distinct personas that emerge when Canadians embark on their getaways – from the sunscreen denier to the treetop skimmer, and paints a portrait of how Sunwing exceeds travellers’ expectations through clever juxtapositions and lighthearted storytelling.

“Since introducing Sunwing Vacations’ new value proposition and whimsical brand personality last season, our teams have dedicated the last year to engaging with our customers to gain a deeper understanding of their diverse travel styles and preferences so we can continue to evolve alongside them,” says Taylor.

“In an increasingly competitive market, we’ve learned that our success comes from being distinct and our latest winter campaign, one rooted in relatable humour and optimism, is a true representation of how we’re continuing to build on our brand identity. We’re telling the story that leisure and all-inclusive travel goes beyond what’s familiar, and showing how our customers can save more and do more with us.”

Check out the commercial HERE.