Canadian travellers are prioritizing longer, higher-value trips that are driving strong growth for the summer, according to new data from Virtuoso. Notably, while demand for travel to the U.S. has softened, the travellers who are going are spending significantly more, and Canadian summer travel overall is pacing well ahead of last year.
Canadian travel: Steady demand, stronger trips
Canadian travel from January through April remained resilient, defined by an increased length of stay and spend per trip. Bookings rose 9%, while room nights grew 15% – a clear signal that travellers are staying longer. Together with a 24% increase in sales, Virtuoso’s data shows trips pricing higher across the board than a year ago.
Year-to-date, bookings are in line with last year, while hotel room nights are up 7% and sales have risen 18%. Extended trip duration at higher rates indicates the continued prioritization of luxury experiences, with price not being a deterrent.
Travel to the U.S.: Bolstered by rates
Canadian travel to the U.S. is continuing a pattern of rate-driven growth, with softening demand offset by higher spending per trip. Looking at hotel stays from January through April, bookings decreased by 7% and room nights declined 6% year-over-year, yet sales rose 19%, powered by a 29% jump in average daily rate to US$671.
The year-to-date figures tell the same story, only more pronounced. Hotel bookings to the U.S. are down 11% and room nights are off 12%, while production has climbed 33% on the back of a 36% increase in average daily rate, which now stands at US$834.
Summer 2026: Pacing well ahead
With June travel already underway, summer is shaping up to be exceptionally strong. For travel between June and August, bookings are up 26% and room nights have increased by 21%, while sales are pacing a notable 45% ahead of the same period last year.
Top destinations for Canadian travellers this summer include the United States, Italy, France, Canada and the United Kingdom. The key destinations span European favourites: the French Riviera, Paris, Sicily, London, Lake Como, the Amalfi Coast, Tuscany, Sardinia, Rome and the Greek Isles.
“For Canadians, travel remains a priority – they’re simply approaching it differently,” said Virtuoso General Manager, Canada Karen Hardie. “While bookings remain consistent with last year, we’re seeing more intentional trips for longer periods of time and a willingness to invest more. The overall story for summer is one of continued strength, with travellers placing a premium on tailored experiences and the trusted guidance, expertise, access and connections Virtuoso travel advisors provide.”
If you enjoyed or found this story useful, we’d appreciate if you would forward it to a colleague or friend who may also enjoy it. If, on the other hand, a friend shared it with you, welcome! You can get all the latest travel news and reviews from Travel Industry by simply clicking HERE.