Virtuoso’s summer travel data for the Canadian market shows Canadian travellers are prioritizing longer, higher-value trips that are driving strong growth.

The luxury and experiential travel specialist’s metrics underline the trend away from the U.S., however the Canadians who are travelling south of the border “are spending significantly more.” Meanwhile Canadian summer travel overall is pacing ahead of last year.

Bookings were up 9% in the first four months of 2026, while room nights grew 15%, indicating longer stays. There was also a 24% increase in sales: pricing was higher across the board compared to a year ago.

Year-to-date, Virtuoso’s bookings from the Canadian market are in line with last year, hotel room nights are up 7% and sales are up 18%. “Extended trip duration at higher rates indicates the continued prioritization of luxury experiences, with price not being a deterrent.”

Canada-to-U.S. bookings decreased by 7% and room nights declined 6% YOY for the first four months of this year, but sales rose 19%, powered by a 29% jump in ADR, to US$671.

Year-to-date, hotel bookings from the Canadian market to the U.S. are down 11%, and room nights are off 12%. Sales climbed 33%, fuelled by a 36% increase in ADR, now US$834.

Summer Outlook

Virtuoso’s General Manager, Canada, Karen Hardie, says travel for Canadians remains a priority. “They’re simply approaching it differently. While bookings remain consistent with last year, we’re seeing more intentional trips for longer periods of time and a willingness to invest more.”

Top destinations for Canadian travellers this summer include the U.S., Italy, France, Canada and the UK. European favourites include the French Riviera, Paris, Sicily, London, Lake Como, the Amalfi Coast, Tuscany, Sardinia, Rome and the Greek Isles.

Hardie noted that with June travel already underway, summer from the Canadian market is shaping up to be exceptionally strong. For travel between June and August, bookings are up 26% and room nights are up 21%. Sales are 45% ahead of the same period last year.

Source: Travelweek