The Summer of Staying Close to Home: A TRAVELSAVERS Canada Survey

by Bruce Parkinson June 09, 2025

Canadians are opting in increasing numbers to vacation at home this summer, and advisors are promoting the trend, according to a new survey of advisors affiliated with TRAVELSAVERS Canada agencies.

The survey also found that consumer concerns about the economy and geopolitical situation are sparking changes in bookings.

Canada is not only one of the most in-demand destinations, it’s also the number one recommendation from advisors seeking to ease client concerns about cost, complexity, and global uncertainty.

The high cost of travel is the top concern clients are in the most recent survey, cited by 62% of responding advisors. As well, nearly half (46%) identified unfavourable exchange rates as a client concern. Geopolitical issues were mentioned by 38%, lack of consumer confidence in the economy was cited by 36%, and 35% say clients are worried about inflation and rising prices.

“Even with economic and geopolitical concerns, Canadians are still prioritizing travel,” said Jane Clementino, SVP and General Manager of TRAVELSAVERS Canada. “Advisors are essential in this environment. They bring expertise, flexibility, and access to value-driven options that help clients feel confident and excited about their plans no matter their budget.”

Survey results indicate that uneasy travellers are turning to advisors for expert assistance in lowering the cost of trips, employing a variety of tactics to decrease spending.

Selecting less expensive destinations was named by 43% of advisors. Using loyalty points to offset travel costs and taking fewer trips were each mentioned by 41%. Meanwhile, 35% said their clients are being flexible with travel dates to secure better fares, and 29% reported that travellers are opting to vacation within their home country.

*Consumer concerns about the economy and geopolitical situation are sparking changes in bookings.*

While Italy led the list of summer travel bookings at 48%, Canada followed closely behind at 46%, tying with Portugal and ahead of other popular spots like Ireland and the Riviera Maya. When asked where they most often guide clients, nearly half (49%) of advisors pointed to Canada as their top choice, reinforcing the growing appeal of domestic travel as a smart, exciting, and convenient option.

“We’re seeing a clear shift toward trusted, accessible destinations and Canada is leading the way,” said Clementino. “Whether it’s the appeal of exploring our own backyard or the flexibility domestic travel offers, advisors are confidently proposing Canada as their first choice for summer travel.”

As a result of this changing behavior, advisors are adjusting their forecasts for 2025 sales with 35% predicting sales will rise this year. However, 21% envisioned sales staying at 2024 levels, and 44% foresee their sales decreasing.

Last fall, 81% of advisors anticipated higher sales in 2025, compared with 15% who predicted sales would remain at 2024 levels. At that time, only 4% envisioned a slight decrease.

With some consumers taking a wait-and-see approach to travel, hoping their personal situation improves, summer sales have trended slightly down from last year. Twenty-nine per cent of advisors said their summer travel bookings are up from last year, while 52% reported sales are down. Meanwhile, 19% of the respondents said sales are level compared to summer 2024.