TORONTO — A new survey by Sunwing Vacations has revealed new travel trends and how Canadians prefer to maximize their time while on vacation.

The survey, which was conducted in both English and French between Sept. 22-25, 2023, with a nationally representative sample of 1,504 Canadians who are members of the Angus Reid forum, found that 27% of respondents consider themselves “max relaxers” who like to lay low and relax while on vacation. Another quarter (28%) describe themselves as “reserved vacationers” who tend to keep to themselves and/or their travelling companions.

On the other hand, over one-fifth of respondents (22%) liken themselves to “adventure hunters” who enjoy exploring new, fun activities while on vacation. This figure increases to one-third (34%) among younger Canadians between the ages of 18 and 34.

Meanwhile, 12% of Canadians consider themselves to be “sun-seekers” who love soaking up the sun while on holidays, while 9% view themselves as “social butterflies” who relish meeting new people and socializing with fellow vacationers. 

“Our research shows us that there are distinct personas that define how Canadians like to travel. While unplugging from daily life, dialing up the relaxation and spending time with their travelling companions is high on many Canadians’ wish lists, an equal number of Canadians are keen to amp up the adventure and try out new experiences,” said Samantha Taylor, Chief Marketing Officer, Sunwing Vacations Group.

“No matter their vacation persona, Canadians can get more value out of their well-deserved time off with Sunwing Vacations. By saving on their total vacation package, they can spend more time in destination doing what they love – whether that’s laying out by the pool in Punta Cana or zip-lining over the treetops in Mexico or Costa Rica – and maximizing every minute that they’re in destination.”

Other survey findings include the following:

• Among Canadians who intend to travel to a sun destination in the upcoming year, approximately one-third (30%) said they will maximize their time in destination by working on their tan by the beach or pool, while 20% intend to indulge at on-site restaurants, and 19% will head off of the resort for fun adventures.
• 53% of respondents indicated that they plan to travel with their partner or significant other, 28% intend to travel with family members including their children or parents, and 12% plan on travelling with friends. Less than one in 10 (7%) said they will be travelling solo.
• When asked what the most important factor is when booking a sun vacation, nearly half (45%) of those likely to travel said overall value for the money paid is their top consideration. This is followed by the safety and reputation of the destination (28%).

Canadians can take advantage of Sunwing Vacations’ All In on Sun Sale, on now. The sale includes up to $800 in savings per pair when booking by Nov. 5, 2023, for travel between Nov. 1, 2023 and March 24, 2024. Plus, those looking to have more fun and adventure while in destination can secure up to 25% off select excursions through NexusTours.

For more information go to www.sunwing.ca.