MMGY Travel Intelligence and the United States Tour Operators Association have released the 2024 Portrait of American and Canadian International Travelers study, revealing a strong outlook for outbound travel from the North American market.
Among those who plan to take at least one international trip over the next two years, Americans intend to spend an average of $11,906 on such travel annually, while Canadians will spend approximately $8,222 each year.
The study also dug into each group’s habits and preferences, revealing key similarities and differences in how each segment approaches travel.
Our Analysis: North America Is Not a ‘One-Size-Fits-All’ Travel Market
The study reveals some key differences between American and Canadian client behaviors that travel planners and providers should keep in mind to best attract and cater to each group. The study’s findings indicate, for example, that Americans are willing to splurge more — in addition to noting their greater overall planned spending, the study found that 51% of Americans tend to fly economy, compared to 73% of Canadians.
That said, an important area of overlap is that both groups are highly motivated to experience different cultures and cuisines, an area of opportunity for travel advisors and tour operators to emphasize as a selling point across the North American market.
Fast Facts: More Findings From the Study
- Both Americans and Canadians strongly prioritize the safety of a destination, though Canadians place slightly more emphasis on it.
- Both groups prefer visiting multiple destinations on a trip over staying in a single place.
- Traditional hotels are the most popular accommodation option for both groups, though Canadians show a stronger preference for alternative choices, such as short-term rentals or stays with family and friends. Americans, meanwhile, are slightly more likely to stay at a resort or a boutique hotel.
- Sixty-nine percent of Americans say that sustainability influences their travel decisions, compared to 61% of Canadians. Younger generations drive this trend in both regions. More Americans also indicate that they would be willing to pay extra for a flight to reduce their carbon footprint.
- Extending business trips for leisure purposes (sometimes called “blended travel”) is common among both Americans (89%) and Canadians (78%), with local activities and the cost of accommodations serving as key factors in deciding to do so.
- When planning international travel, both groups are heavily influenced by the advice of friends and family, travel review sites and destination websites. Nearly six in 10 respondents from both countries also say that they have chosen a vacation destination at least partially based on social media.
- The report surveyed 3,075 adults living in the U.S. and Canada who have taken at least one vacation outside North America or the Caribbean in the past three years, and who expect to travel outside that region in the next year.
About half of the respondents have a household income exceeding $100,000; 7% earn more than $250,000.
What They Are Saying: Recognizing Demographic Differences Can Help Create Personalized Experiences
“The Portrait of American and Canadian International Travelers study communicates a strong outlook for outbound travel and the rise of two distinct travel personalities, both eager to engage with new cultures,” said Simon Moriarty, vice president of research and analytics at MMGY Travel Intelligence. “While Americans and Canadians share numerous similarities in their travel preferences and concerns, their differing spending habits, cultural motivations and sources of travel information highlight the unique characteristics of each group. Recognizing these differences can lead to more personalized and enriching travel experiences.”
