Canadian travellers are booking longer, pricier summer trips

Virtuoso says Canadian travel is holding up well for summer 2026, with longer stays and higher spending offsetting softer demand for U.S. trips. The data points to strong interest in luxury travel and a busy season ahead, especially for Europe and other top long-haul destinations.

Why it matters: - Canadian travellers are spending more per trip even when booking volume is mixed, a sign that luxury travel demand is holding up. - Summer 2026 is pacing well ahead of last year, which points to a strong season for travel advisors, hotels and premium destinations. - Softer demand to the United States is being offset by higher rates, showing that price is driving a large share of the value growth.

What happened: - Virtuoso released new data on June 25 showing Canadian travellers are choosing longer, higher-value trips. - From January through April, Canadian bookings rose 9%, hotel room nights grew 15% and sales increased 24%. - Year to date, Canadian bookings are flat versus last year, while hotel room nights are up 7% and sales are up 18%. - For travel between June and August, bookings are up 26%, room nights are up 21% and sales are pacing 45% ahead of the same period last year.

The details: - Canadian travel to the United States weakened on a volume basis from January through April, with bookings down 7% and room nights down 6%. - U.S.-bound sales still rose 19% because average daily rate climbed 29% to US$671. - Year to date, U.S. hotel bookings are down 11% and room nights are down 12%, while production is up 33%. - The year-to-date rise in U.S. production was driven by a 36% increase in average daily rate to US$834. - Top Canadian summer destinations include the United States, Italy, France, Canada and the United Kingdom. - Popular European destinations include the French Riviera, Paris, Sicily, London, Lake Como, the Amalfi Coast, Tuscany, Sardinia, Rome and the Greek Isles. - Virtuoso said Canadian travel is showing continued prioritization of luxury experiences, with price not acting as a deterrent.

Between the lines: - The data suggests Canadian travellers are trading frequency or shorter stays for more intentional trips with higher spend. - The U.S. remains important, but the strongest growth is coming from higher prices rather than more travelers. - Virtuoso’s network position means the numbers likely reflect affluent, advisor-booked travel rather than the full Canadian market. - Karen Hardie, Virtuoso general manager for Canada, said Canadians still view travel as a priority but are approaching it differently, with a greater focus on tailored experiences and trusted advisors.

What's next: - June through August will be the key test for whether current pacing turns into a full summer outperformance. - Demand will likely stay strongest in luxury-heavy European markets and other premium long-haul destinations. - Virtuoso expects travellers to keep favoring longer stays and high-touch planning through the rest of the season.

The bottom line: - Canadian luxury travel is not slowing so much as evolving: fewer low-value trips, more time away and more money spent per journey. - For more information about Virtuoso and its professional travel advisors, visit Virtuoso.