New data from Virtuoso suggests affluent Canadians are increasingly choosing extended vacations and investing more heavily in each journey.
The figures suggest travellers are placing greater value on time spent in destination, opting for longer stays and more premium experiences rather than increasing trip frequency.
Between January and April, bookings made through Virtuoso's Canadian network increased nine percent compared with the same period last year. Hotel room nights rose 15%, while sales climbed 24%.
The trend has continued throughout the year. While overall bookings remain largely in line with 2025 levels, room nights are up seven percent and sales have increased 18% year over year.
"For Canadians, travel remains a priority — they're simply approaching it differently," said Karen Hardie, General Manager, Canada for Virtuoso.
"While bookings remain consistent with last year, we're seeing more intentional trips for longer periods of time and a willingness to invest more."
The data also points to a changing relationship with the U.S. market.
While hotel bookings to the United States declined seven percent between January and April and room nights fell six percent, sales still increased 19%. Virtuoso attributes the growth to significantly higher hotel rates, with average daily rates rising 29% to US$671.
Year-to-date figures show a similar pattern. Hotel bookings to the U.S. are down 11% and room nights have declined 12%, yet sales are up 33%. Average daily rates have climbed 36%, reaching US$834.
The numbers suggest that while fewer Canadians may be choosing the United States, those who do travel south are opting for more upscale accommodations and higher-value experiences.
Looking ahead, Virtuoso's summer outlook remains strong.
Bookings for travel between June and August are currently pacing 26% ahead of last summer, while room nights are up 21% and sales have increased 45% compared with the same period in 2025.
Europe continues to dominate summer wish lists among Canadian luxury travellers.
The most-booked countries for summer travel are the United States, Italy, France, Canada, and the United Kingdom. Popular destinations include Paris, the French Riviera, Sicily, London, Lake Como, the Amalfi Coast, Tuscany, Sardinia, Rome, and the Greek Isles.
For advisors, the data reinforces a trend that has been building over the past several years: clients continue to prioritize travel, but are increasingly focused on maximizing the value of each trip through longer stays, personalized itineraries, and experience-driven journeys.
"The overall story for summer is one of continued strength, with travellers placing a premium on tailored experiences and the trusted guidance, expertise, access and connections Virtuoso travel advisors provide," Hardie said.
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