Younger Canadians prioritizing travel, drawn to affordable luxury

Budget-strained young Canadians are investing in travel at a time when traditional “life milestones” like home purchases seem out of reach. Oleh_Slobodeniuk via getty images

Younger Canadians are prioritizing travel as a key lifestyle component – taking more leisure trips and looking for affordable ways to experience a “luxury” vacation.

Research shows younger age groups are driving most of the momentum as the share of Canadians taking leisure trips continues to increase.   

Data from Leger’s 2026 summer travel study shows that among Canadians aged 18 to 34, 65 per cent planned to travel this summer, up from last year for that age group. This figure was nine points higher than for Canadians overall (56 per cent) and almost 20 points higher than for Canadians aged 55-plus (46 per cent).

Younger travellers are also more likely than older Canadians to consider international destinations, although they also value travel within Canada.

Younger Canadians today are highly travel-oriented in part because economic pressures have restricted their options, says Steve Mossop, executive vice-president, Western Canada, with Leger.

“This generation has been the hardest hit in today’s economy,” Ms. Mossop says. “Many are strained to afford rent and have given up hope of buying a house. Their perception is ‘I can’t afford much, but I will not give up my travel.’”

A range of studies reinforce the importance of travel and leisure to this generation.

“Our employment surveys show that vacations and flexible work schedules are greatly valued by the 18 to 34 year old group. It’s not surprising that they’re leading the pack with respect to Canadians’ travel intentions.”

The lure of luxury vacations with cost savings

At a time when most Canadians want to travel but feel financially squeezed, travellers are looking for ways to save while still having a peak experience.

Younger travellers in particular are prioritizing luxury vacations both domestically and internationally, while redefining “luxury,” says Melanie Fish, VP of Public Relations, Expedia Group Brands.

According to Hotels.com’s 2026 Hotel Price Index, almost half (49 per cent) of Gen Z (under 30) and 39 per cent of Millennials (30 to 45) say they are more interested in a luxury stay experience this year versus last year.

“Traditionally, luxury meant 5-star hotels, but star ratings are less important today,” Ms. Fish explains. “Gen Z (30 and under) and Millennials (aged 30 to 45) are more likely to see luxury defined by factors like scenic views, great dining and amenities over star ratings.

“Younger Canadians are searching for ways to experience luxury while reducing costs, including by saving 30 per cent on hotel rates by booking one week before, starting stays on Sundays and getting price alerts on booking sites.”

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