by Natasha Lair
Last updated: 6:15 AM ET, Wed September 23, 2026
Canadians may be watching their spending, but new research from Booking.com suggests we are still unwilling to give up our vacations.
A survey conducted by HarrisX found 87% of Canadian travellers say the expenses associated with a trip feel worth it once they return home, while 69% report getting more satisfaction from travel than from buying material goods.
Two-thirds (67%) said they would rather cut back on everyday expenses in order to travel.
Some are going considerably further.
According to the research, 43% of Canadian travellers have taken on additional work or a side job to afford a trip, while 35% have charged a trip to a credit card without knowing how they would pay it off.
Nearly three in 10 (29%) have hidden the true cost of a trip from a partner.
Another 47% said they have spent more on travel than they would be comfortable admitting to others, while 33% have avoided checking their bank account or credit card balance after returning home.
Food is another area where travellers are willing to cut back, with 44% saying they have eaten budget meals for an extended period to help afford a trip.
"Travel continues to show its resilience, even as people reassess their spending," says Ian Ackland, Managing Director, Americas at Booking.com.
"Unlike material goods, travel offers enduring memories and a profound sense of wellness that enrich one's life significantly. At Booking.com, we make it easier for travellers to have these meaningful experiences, reinforcing the deep value that travel holds in enhancing personal fulfillment and moments of connection."
Value Doesn't Mean Cheap
The research also suggests Canadian travellers don't necessarily define value by the lowest possible price.
Eighty-five percent agreed that when it comes to travel, "cheap can sometimes end up being expensive," while 86% said a good trip isn't always the cheapest one.
Avoiding hassles was important to 89% of respondents, while 61% placed importance on memorable experiences.
When asked which types of destinations offer good value for money, cultural and historical destinations topped the list at 71%, followed closely by beach destinations at 70%.
Nature and ecotourism destinations were cited by 64%, while mountain and urban/city destinations were each selected by 63%.
The findings point to a Canadian traveller who remains conscious of cost but is also weighing the overall experience when deciding where to spend their money.
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