Luxury or Necessity: How Canadians Rank Travel

For those in the industry, travel can feel as essential as water. But how do “average” Canadians feel? FlightHub and Arlington Research polled 1,500 Canadians who had travelled by plane in the past two years, asking where travel ranks on their list of financial and personal priorities. It turns out, travel is a highly valuable thing to a lot of people. In fact, 32 percent said travel is a “necessity.” Another 46 percent describe travel as a luxury, while 22 percent identify it as a “nice-to-have” but not crucial.

“Canadians’ view of success now also integrates different experience-based milestones. While other work or home-related goals are still strong symbols of achievement, the survey highlights that many are finding success in life’s experiences, particularly in travel,” says Henri Chelhot, CEO of FlightHub. “Travel is no longer just about leisure – it’s a powerful tool for personal growth, exploration and creating memories.”

Overall, 67 percent of respondents consider travel an investment in personal growth. Of those who rate travel as a life essential, that number clocks in at 88 percent. 

The survey found that the majority of respondents (60 percent) feel travel is a major life milestone — that’s more than said the same for homeownership (58 percent) or earning a high income (44 percent).

To be fair, many of the Boomer, Gen X and Millennial respondents revealed that they were already homeowners earning in excess of $100,000. Gen Z respondents were more likely to see travel as a luxury. They were also the group that most strongly agreed with the sentiment that if property were more affordable, saving for a home would be a higher priority. 

Willing to Sacrifice for Travel

When asked what expenses they cut back on in times of financial uncertainty, travel was one of the last things respondents are willing to sacrifice. 

Travel ranked fourth in a list of expenses Canadians say they would cut to make ends meet (41 percent ranked it as one of the top 3 choices, and only 18 percent as their top budget cut). Before cutting down on travel spends, respondents indicated that would first reduce restaurants (62 percent), entertainment (58 percent) and gift-giving (46 percent). 

62 percent of respondents indicated they would gladly reallocate funds from material purchases such as clothing, electronics, or furniture to fund a trip.

“Through generational realities and financial means, it is interesting to notice a strong appetite for investing in experiences despite economic uncertainties,” concluded Chelhot. “Travel being prioritized over daily and more easily accessible entertainment spendings, such as restaurants, points to the financial commitment to mobility and adventure as a fuel for personal growth in other ways than the more traditional routes. As Canadians want to explore outside their homes, the survey is also a good reminder to work collectively within the industry to provide accessible and affordable travel options for all budgets, and notably younger generations.”

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