TORONTO — Canadian travellers are still making room for winter getaways despite tighter budgets, new Sunwing research shows.
The research found that more than half of Canadians who typically consider travelling in the fall and winter would be more likely to book an all-inclusive vacation if they knew the total cost upfront. That figure rises to 68% among families, while 36% said better overall value is a factor in choosing an all-inclusive package rather than booking travel components separately.
The findings also suggest Canadians are looking beyond the lowest price when determining value. Half of respondents said value means paying a price that feels fair for the quality and experience they receive, while just 5% defined it as securing the lowest possible price even if that means sacrificing quality or convenience.
“Canadians are navigating more pressures in their everyday lives, making the opportunity to truly switch off, relax and recharge even more important,” said Marek Andryszak, President of Sunwing Vacations Group. “That sense of ease should extend to their vacation budget as well.
“With an all-inclusive package, guests can understand the cost of their getaway upfront, giving them greater budget certainty and one less thing to think about while they’re away. At Sunwing Vacations, we bring those two needs together by making it easier for Canadians to plan a quality getaway where they can focus less on the details and more on enjoying their time away.”
WINTER TRAVEL REMAINS A PRIORITY
Despite financial pressures, 37% of respondents said they would cut back on everyday expenses such as dining out, entertainment or holiday gifts to protect their fall or winter travel budget. Among Canadians aged 18 to 34, nearly one in four would consider delaying a major purchase to preserve their travel plans.
Travellers going away with friends or a partner were also significantly more likely than solo travellers to say they intend to book their fall or winter vacation earlier than usual.
CUBA SHIFT COULD CREATE OPPORTUNITIES
Among potential fall and winter travellers, 26% had planned or would have considered travelling to Cuba. If Cuba remains unavailable, 71% said they would choose another destination rather than delay or cancel their vacation.
Mexico was the top alternative destination, followed by the Dominican Republic and Costa Rica.
Rest and relaxation ranked highest among travellers’ priorities, with 57% identifying it as the primary focus of their trip. Escaping the cold was a priority for 47%, while 45% were looking forward to exploring the local area and culture and 42% were interested in dining experiences. One quarter said off-site excursions were a highlight.
The survey was conducted by Sunwing Vacations from Aug. 28-Sept. 1, 2026, among 1,502 Canadian adults who are members of the Angus Reid Forum. It was conducted in English and French.
