Skyscanner taps into the Year of Collective Travel Experiences

Skyscanner unveiled its annual travel trends report in Toronto last night (Oct. 26, 2024), providing insight into the behaviour and spending of Canadian travellers in the coming year.

Hosted by Skyscanner’s Gemma Jamieson at AP Yorkville, travel trade types had a chance to sample the culinary wonders of Chef Antonio Park while exploring some of the insights and trends in Skyscanner’s 2025 Travel Trends Report.

Jamieson walked her audience through the findings on both trending and best value destinations and 7 travel trends for the coming year uncovered in the report.

What becomes immediately clear in Skyscanner’s findings is that Canadians are increasingly drawn to culturally and historically rich destinations for 2025, seeking immersive experiences that combine natural beauty, unique traditions, and vibrant local cultures.

Skyscanner’s top 10 destinations with the biggest year-on-year increase in searches include:

• 1. Grand Turk Island, Turks and Caicos, +713% search increase
• 2. Cusco, Peru: +163% search increase
• 3. Krabi, Thailand: +158% search increase
• 4. Madeira, Portugal: +153% search increase
• 5. Okinawa, Japan: +145% search increase
• 6. Tromsø, Norway: +127% search increase
• 7. Marrakesh, Morocco: +123% search increase
• 8. Florence, Italy: +115% search increase
• 9. San Antonio, USA: +99% search increase
• 10. Colorado Springs, USA: +94% search increase

Skyscanner also reported that the top factors that determine Canadians’ choice of a holiday destination include:

• The cost of flights (71%)
• The cost of hotels (64%)
• The cost of food and drink (37%)

As for the cheapest destinations, Skyscanner’s top 10 list includes:

• 1. Florence, Italy: -29% price drop
• 2. Faro, Portugal: -28% price drop
• 3. Bogota, Colombia: -28% price drop
• 4. Madeira, Portugal: -28% price drop
• 5. Quito, Ecuador: -27% price drop
• 6. Reykjavik, Iceland: -21% price drop
• 7. Paris, France: -20% price drop
• 8. Rome, Italy: -19% price drop
• 9. Oslo, Norway: -18% price drop
• 10. Barcelona, Spain: -17% price drop

Skyscanner also found that despite today’s economic challenges, demand for trips remains strong. In fact, Canadians continue to prioritize their travel plans and budgets, with 83% intending to travel as much or more in 2025. However, finding the best value remains a key consideration.

For 62% of Canadians, the cost of flights is one of the most important factors, with many budgeting the same or more for airfare in 2025 compared to last year. Spending on accommodation and car rentals is also expected to rise, with planned budget increases of 32% and 15%, respectively.

(Canadians can stay ahead of the curve by signing up for Skyscanner’s Price Alerts).

Skyscanner’s 2025 report also uncovered seven key trends, all fuelled by the desire to find community and enjoy the freedom to truly be yourself while discovering new ways to explore the globe:

• Sport Mode: Passion for sport is influencing how travellers, especially younger ones, explore a destination. 65% of 25-34-year-olds are looking to explore a new place by running or cycling, while 21% of all Canadian travellers plan to attend or participate in a sporting event while on vacation.
• Astro-Adventures: Astro-tourism combines the adventure of exploring celestial events alongside the mystical insights of astrology. Canadians are eager to stargaze, with 56% of Canadians hoping to get a glimpse of the Nothern Lights during their travel, 33% are planning a vacation around witnessing a Lunar or Solar Eclipse.
• Reset-Jetters: The rise of health, resilience and longevity tourism. There’s a generational divide in approaches to health and wellbeing: 45% of 24-34-year-olds are more likely to take a health-conscious approach to their holidays compared to 37% of 65-year-olds and over.
• Art-Venture: Art and culture have long been a favourite motivation to travel. Today, 53% of Canadian travellers say culture is the most important reason for choosing a holiday destination.
• Cowboy Core: Yee-haw! 35% of Canadian travellers are fans of Cowboy Core, rising to 56% among 18-24-year-olds. Over a quarter (36%) are eager to experience the simplicity of a farm stay, while 43% would like to dine around a campfire.
• Horti-Culture: Canadian travellers are a green-fingered bunch. A significant 71% plan to visit gardens while on vacation and notably 45% say gardening tops their list of leisure activities, beating painting (25%) and playing a musical instrument (19%).
• Gami-Vacation: Building on last year’s trend of ‘Main character energy’ – where travellers step inside the shoes of their favourite TV and film characters – 34% of Canadian travellers are inspired to book a trip abroad based on locations from their favourite video game.

To review the full report, CLICK HERE.

In the photo (top) 

Seen here, from l to r, are Skyscanner’s Gemma Jamieson and Jennifer Weatherhead Harrington.