Virtuoso polled a wide swath of its global travel advisor network, including 240 Canadians, for its 2026 Luxe Report. What stood out in the Canadian responses was the importance clients place on being conscientious travellers; valuing sustainability and impactful travel to a high degree. Fifty-two percent of Canadian advisors say their clients are actively adjusting plans to mitigate the effects of climate change, an eight-point increase over last year. Of those advisors, 83 percent say clients are choosing shoulder-season or off-peak travel, 81 percent note a preference for destinations with more temperate climates and tied in with that, 56 percent say clients are purchasing insurance as a safeguard against climate-related disruptions – 13 points above the global percentage.
“Travellers are asking smarter questions, seeking deeper connections and expecting their journeys to make a positive impact,” said Virtuoso’s Vice President, Sustainability Javier Arredondo. “As interest in sustainability continues to build, our role is to meet that momentum with real solutions, and we take that responsibility seriously. Virtuoso advisors can guide their clients toward thoughtful choices while delivering experiences with preferred partners and brands that are leading the way forward in sustainable travel.”
And Canadians are willing to pay for what’s important to them. The survey found 37 percent of travellers are willing to pay more for companies that benefit local communities and the economy, 38 percent for those that preserve natural and cultural heritage and 30 percent for businesses that adopt environmentally friendly philosophies and practices. Virtuoso concludes that, given these preferences, travel advisors can help clients make more informed decisions by identifying companies from its curated preferred partner portfolio that meet these standards.
In other findings, Canadians continue to prioritize weather/climate (69 percent), destination safety (64 percent) and availability of accommodations (58 percent) when planning their trips.
Highlighting Outstanding Partners
Virtuoso operates under three sustainability pillars: Protecting the Planet, Celebrating & Honouring Cultures and Supporting Local Economies. In a statement to press, the company shared partners in each category that are exemplifying these traits:
“Protecting the Planet: These efforts involve protecting and preserving the environment and/or promoting sustainable practices, whether in local communities or around the world.
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PONANT EXPLORATIONS GROUP doesn’t just support research; it actively participates in it by giving scientists access to remote zones for data collection, funding study programs and more. The work happening on board isn’t citizen science – its genuine research carried out by expert teams, and guests get a front-row seat. Further supported by partnerships such as The Explorers Club and Woods Hole Oceanographic Institution, the company’s efforts have earned 10 scientific publication citations to date.
Aurora Expeditions, one of the first expedition cruise lines to become a Certified B Corporation, supports global kelp, seagrass and coral restoration with its Ocean Regeneration program. Guests can contribute to whale, seabird and phytoplankton research by participating in Citizen Science at Sea, and new ships like the Douglas Mawson cut fuel use and emissions with advanced hull design and biofuel trials.
Celebrating & Honouring Cultures: These efforts transform communities, the travel industry and/or the world through the expansion of knowledge, beliefs, arts, customs or capabilities.
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Exodus Adventure Travels funds grassroots initiatives supporting women, youth and entrepreneurs through its Community Kickstart grants, ensuring travel directly benefits local communities. Since 2019, Exodus has funded 27 projects across Asia, Africa, the Americas and Europe. Approximately 90 percent of Exodus’s 600 guides are local to the regions they lead, and many also work closely with the Foundation’s community projects – like Sri Lankan tour leader Ruwan, who used a company award to restore a family-run tea shop he’s long visited with guests.
Supporting Local Economies: These efforts make a positive financial impact on communities, improving conditions, circumstances and livelihoods for local or global populations.
Micato Safaris has crafted luxury journeys across East and Southern Africa for more than 60 years. Through its non-profit AmericaShare, Micato funds a child’s education in Kenya for every safari sold. Its affiliate, Huru International, has kept more than 450,000 girls in school across East Africa by providing them with free, reusable sanitary pads. Huru also trains women in sustainable textile production.
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Lindblad Expeditions ensures that exploration directly benefits host communities through local sourcing and sustainable procurement. Spending is intentionally kept within local economies, benefiting family farms, fishermen, artisans and small businesses. Onboard Global Galleries & Markets showcase handmade crafts, with a portion of sales reinvested into the Artisan Fund for training, tools and expanded market access.”
For more details on Virtuoso’s network of travel agencies, advisors and preferred partners, or to learn more about sustainable travel planning, please visit www.virtuoso.com.
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