Canadian Travel Intentions Increasingly Shaped by Risk, Value & Peace of Mind

Redion (formerly Europ Assistance) has released Canadian insights from its 2026 Holiday Barometer, revealing that Canadians’ desire to travel remains resilient despite growing concerns around global security and economic uncertainty.

“Canadian travellers continue to demonstrate a strong desire to explore, even in a more complex and uncertain global environment,” said Rob Iafrate, CEO, Head of Branch Canada for Redion.

“What is changing is how they travel — with greater emphasis on safety, flexibility, and trusted support throughout their journey.” 

Resilience, Caution and Changing Expectations

Canadian travel intent remains strong heading into summer 2026, with 66% of Canadians planning to travel. While that figure is down a little from 72% in 2025, Redion says it still reflects a healthy appetite for leisure travel and suggests that demand remains resilient, even as consumers become more measured in how they plan and book their trips. 

This stands in contrast to the U.S., where travel intent has continued to rise, underscoring a somewhat more cautious Canadian outlook.

Travel is also firmly embedded in Canadians’ annual routines. More than four in five Canadians travel for leisure at least once a year, only slightly below the European average. This consistency reinforces the enduring importance of the category and supports continued demand for travel-related services, assistance, and insurance offerings.

At the same time, safety has become a more prominent factor in destination choice. Across North America, 32% of travellers now cite safety as a key consideration, and a growing number are also identifying safety and security concerns as reasons not to travel at all. 

An Opportunity to Lead with Reassurance & Trusted Support

For providers in the travel ecosystem, Redion says this shift highlights an important opportunity to lead with reassurance, flexibility, and trusted support as part of the overall value proposition.

Another notable trend is the continued shift toward domestic travel. Canadians are increasingly choosing destinations closer to home, reflecting a broader global pattern even as international travel remains the aspirational preference for many.

This suggests that domestic demand is likely to remain strong while international travel recovery continues more cautiously.

Technology adoption is evolving, but at a slower pace in Canada than other nations. Just 19% of Canadians report using AI tools for travel planning or booking, placing the country at a lower adoption rate globally. 

Much of this hesitation appears to be driven by a continued preference for human interaction, along with concerns about reliability and trust. As a result, hybrid models, combining digital convenience with human guidance are likely to remain especially important in the Canadian market.

Despite ongoing uncertainty, the budget outlook for travel remains positive. Globally, travellers are more likely to increase their travel budgets than reduce them in 2026. That dynamic suggests that even if overall trip volume softens somewhat, spending per traveller may continue to rise, creating opportunities for higher-value offerings and more comprehensive travel support.

Together, these broader shifts are reinforced by several specific findings from the Canadian data, particularly around safety considerations and the continued importance of trust and human support in the travel experience.

• 32% cite safety as a key factor in destination choice.
• Preference for human interaction.
• Concerns around reliability and trust.