Travel & Tourism
Helping destinations to navigate a dynamic tourism environment – and grow.
Understanding & Segmenting Travellers
The travel and tourism industry is crowded and complex, with destinations vying for attention while respecting the interests and concerns of local communities.
Environics Research delivers meaningful insights into traveller behaviours and motivations, market trends, and strategic opportunities while also consulting with local stakeholders. Our team collaborates closely with clients, customizing our approach to ensure that research outcomes align with their objectives and support strategic destination-marketing activities.
Our teams work with leading brands and organizations in the following sectors:
Research
Your Landscape
To understand your competitors, optimize your offering, and demonstrate your value.
– Competitive destination analysis
– Economic impact analysis
– Thought leadership
Build a Distinct Destination Brand
Set your destination, product, or attraction apart by clearly defining and differentiating your brand.
– Brand building and positioning
– Brand health tracking
– Destination and product development and optimization
Craft
Communications
That resonate and drive impact by speaking to what matters to your target audiences.
– Audience and traveller insights
– Campaign and concept testing
– Campaign measurement and brand lift
Deepen
Engagement
With travellers by understanding their motivations, behaviours, and attitudes.
– Journey mapping
– Segmentation, personification, and targeting
– Traveller ethnography (in-the-moment feedback)
– Niche & specialized traveller types
– Stakeholder & operator engagement
Create & Enhance Offerings
By taking stock of your visitors’ expectations and gaps in your offering.
– Market evaluation and needs assessment
– Product optimization
– Visitor satisfaction and exit surveys
2025 Canadian Travel & Tourism Outlook Study
The study explores Canadians’ travel outlook and intentions for 2025 through 2026, with a distinct focus on how Social Values influence both their travel mindset and destination choices.
Topics
Travel outlook and context, Traveller Intentions: domestic, US, and international. Trip Profiles,
Traveller Profile, and Destination Marketing
Sample
National survey of n=1,516 Canadian Travellers (defined as those 18+, planning at least one overnight leisure trip in the next 12-18 months
Social Values
Unlock deeper insights around destination preferences, traveller profiles, trip types, and messaging that will motivate them along the travel path-to-purchase.
Fieldwork
Leveraging recent data, the Canadian Travel & Tourism Outlook Study was fielded in Q2 2025.
Tourism & Leisure Insights
Industry Trends
How the Niagara region can attract more Canadian travellers
12/18/25
Michele Cunningham
Industry Trends
How to Improve Ad Recall and Build Stronger Brand Awareness
11/10/25
Thais Saito
Industry Trends
Canadian Travel Trends: Optimism and Values Driving 2025 Journeys
10/17/25
Michele Cunningham
Report
Canadian Consumer Travel Post-COVID
A Guide to Canadian travel and tourism in the post-COVID era.
Our Experts
Susan Seto
Senior VP – Market Strategy
Thais Saito
Director – Market Strategy
Michele Cunningham
VP – Strategy & Insight
