“We are a country of cruisers,” says Una O’Leary. As evidence, the Canadian GM for Virtuoso points to a “staggering” rise in future cruise bookings across the network – and figures showing that cruising comprised nearly half (48%) of all 2023 sales in the region.

Culled from Virtuoso’s 2024 Brand and Travel Trend Tracker, which aggregates data and insights from its network of travel advisors, preferred partners, and high net worth/ultra-high net worth clientele across Canada, the figures are among forecasted trends that show when, where, and how the affluent are travelling in 2024 and beyond.

Notable highlights in the report also show a surge in outbound leisure spend as well as strong interest in foreign destinations like Costa Rica, Portugal, Japan, and Thailand.

Released at Virtuoso’s recent Canada Forum in Toronto, the report was accompanied by a panel discussion for the media at the event, held at the Four Seasons hotel.

Along with O’Leary, panellists included Virtuoso members Thomas Panos, Omego Travel; Stephen Smith, Direct Travel; Carly Renshaw, Renshaw Travel; Rob Blowes, and Blowes & Stewart Travel. Among their insights:

• O’Leary: “We’re well past the days of ‘revenge travel’ and the demand is no longer pent up; it’s simply that travel remains a priority for many.”
• Smith: “2024 is trending to be stronger that 2023, which is hard to believe (because 2023 was so good).”
• Renshaw: “This January was the busiest ever – it was hard for us to keep up.”
• Blowes: “Expedition cruising is huge; before it was really something you had to recommend. There are so many new builds, so it’s becoming more affordable than just for the ultra wealthy.”
• Panos: “We’re seeing less multi-generational travel, it’s been done.”
• Smith: “We’re seeing growth in the Caribbean, perhaps because of the (lower) airfares. And Mexico – it’s financially viable for a family of four, and not just the all-inclusives.”
• Renshaw: “People are booking everything – now. Even Christmas and 2025. Europe is so big.”

On Europe:

• Blowes: “Our groups are almost sold out (for 2024). People are avoiding France this summer (because of the Olympics), they are maybe doing Spain or Portugal instead.”
• Smith: “(Extreme) weather is a driver, but also price. People are travelling in May-June and September… People are avoiding the chaos of the Olympics (and) there’s been a resurgence in northern Europe.”
• Panos: “Flights and hotel prices are the highest ever. (From Vancouver) it could cost a family of four $10,000 before they even have souvlaki.”

What’s next?

• Blowes: “Asia – it’s getting airlift back. South Pacific, and Africa again.”
• Renshaw: “Japan! But you really need to plan in advance – everything is booked up. You can’t just wing it.”

Meanwhile, among highlights of the 2024 Brand and Travel Trend Tracker

Report were:

Cruise sales lead the way

Looking at 2023 sales by category from Virtuoso’s Canadian members, cruising led the way, and the trend continues in 2024.

• Cruises: 48%
• Tours: 32%
• On-sites (destination management companies): 29%
• Hotels: 6%

Contemporary cruising comes out on top (2023 vs. 2022)

• Ocean: +48%
• River: +87%
• Small Ships (Yacht): +38%
• Expedition: +42%

Average booking window increases

Compared to a 92-day average booking window in 2022, 2023 was up more than 14% to a 105-day average booking window.

Future booking are promising

• Future sales from Virtuoso’s Canadian members are strong, with a 16% uptick in advance bookings (18-24 months out) compared to the same period in 2022. This is on track with the global percentage of 19%.
• The real standout is cruise: future cruise bookings from Virtuoso Canadian members are 32% higher than they were for 2022, outpacing global bookings, which are at 30%.

Canadians are looking to relax

When it comes to motivations for leisure travel, Canadians are most interested in relaxation and disconnecting, followed by adventure, romance, and culture.

1. Relaxation and disconnecting
2. Adventure
3. Romantic getaways
4. Cultural visits
5. Celebrations
6. Health and wellness

Canadians are willing to travel great distances

Canadians have destination preferences that differ from our neighbours to the south. Canadian travellers are significantly more likely to visit Costa Rica, Portugal, and Thailand than US travellers. The top five emerging destinations for Canadians:

1. Costa Rica
2. Japan
3. Portugal
4. Iceland
5. Thailand

Specializing in luxury and experiential travel, the by-invitation-only Virtuoso organization comprises over 1,200 travel agency locations with more than 20,000 travel advisors in 54 countries and boasts preferred relationships with more than 2,300 top hotels and resorts, cruise lines, airlines, tour companies and premier destinations.