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Press release
Travel and Hospitality|Global Study|Canada|English

Vacation planning: Canadians slightly favor restful getaways over active ones

Toronto, CA, 26.04.2017

GfK research shows vacation preferences for 17 countries

To take a hike or just chill out – when it comes to vacations, Canadians seem to have trouble deciding. A recent global GfK survey reveals that half (50%) of Canadians prefer a relaxing and easy vacation, while four in ten (41%) favor an activity-packed one.

This contrasts with the global averages in GfK’s 17-country online survey, which found that well over half (59%) of respondents worldwide prefer a vacation where they can relax and take it easy. In fact, Canada was tied for 4th (with Spain) among countries most in favor of active getaways. 

Interestingly, the majority (53%) of Canadian men look forward to a peaceful getaway, while only 38% of them say they would be more interested in an adventurous vacation. Canadian women, however, are almost evenly split on the subject, with 43% favoring an active holiday, versus 47% for a relaxing one.

Families with kids tend to be active

Not surprisingly, the presence of children in a household affects Canadian families’ getaway preferences. Over four in ten (43%) Canadian households with children ages 6 to 12 go on active vacations, to keep everyone busy, compared to 39% of families with no children.

Teenagers, under-30s opt for energetic vacations

The biggest differences we see are among age groups. Canadian teens (47%) and those between 20 and 29 years old (48%) are most inclined to favor active vacations. The preference for active vacations then drops steadily with each age band, ending with a much lower proportion (38%) of those in the 50-to-59 and 60+ groups opting for active getaways.

Download GfK’s complimentary report showing full findings for each of the 17 countries: www.gfk.com/global-studies/global-study-overview/

About the study

GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted based on the size of each country proportional to the other countries. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com Follow GfK on Twitter https://twitter.com/GfK