Among travellers in 14 countries, Canadians were most likely to turn to travel advisors to book hotels.
In a 14-country study, Canadians were most likely to use a travel advisor to book accommodations – and also the most reluctant to use AI.
About 15% of Canadian travellers will use a travel advisor to book their hotels in 2025 – although Canucks were also the most likely to start our hotel search by asking family and friends. And we were also the most likely to stay with friends and relatives, at 25%.
The new stats come from access management company Siteminder, which recently released its 2025 travel trends forecast based on a survey of 12,000 people in Europe, North America and Asia.
Some other fun facts in the report: Live music was the favourite activity of Canadians surveyed. And the destinations that top our 2025 travel wish list are the U.S., Mexico, the U.K., Italy and Cuba.
The report also describes the rise of the “everything traveller”—someone who wants it all, from traditional to trendy destinations, reliability and spontaneity, eco-friendliness, and willingness to invest in the right extras.
“One day they will do a wine tasting, and the next a yoga class,” according to the report. “And while they are considerate of a hotel’s bottom line, won’t hesitate to abandon a booking at the slightest hint of a bad experience. In short, they are complicated. And, emboldened by the growing power of their device, they’re now ready to embrace their complexity fully.”
Worldwide, Gen Z was twice as likely to travel for an event such as a music festival or family celebration than Boomers.
Meanwhile, in the luxury market, Virtuoso predicts that Portugal—with its mild climate, great food, and stunning scenery—will be a top destination for Canadians in 2025 after finishing second in 2024. But those classic favourites—Italy, France, and Greece—are still high in the mix, and Tokyo is in the top five.
Croatia-bound Canadians are starting to branch out from crowded Dubrovnik to places like Istria, which offers wine tasting and truffle hunting. And Costa Rica, offering immersive eco-tourism, has climbed from third to second place among top family destinations.
The forecast, based on surveys of 2,200 travel advisors worldwide, also predicts that Antarctica travel will become interesting to adventure travellers.
