TTC Tour Brands has unveiled its findings from its first annual "Big Tour Study," a comprehensive global survey – including over 1,800 Canadian TTC Tour travellers – intended to reveal the latest tour trends for travel advisors booking open-aged brands. According to TTC, the results reveal key motivators on going guided, overarching travel sentiment and the implications on the tour industry.
“This comprehensive annual study will continuously demonstrate what the thousands of TTC tour travellers seek in their travel experience and serve as an asset for travel advisors, arming them with the insights they need to make the sale, said Guy Young, Chief Engagement Officer of TTC Tour Brands.
The Big Tour Study surveyed 1,896 respondents across Canada. Respondents were majority female (69 per cent), aged 55+ (91 per cent) and retired (67 per cent) with an average household income of CAD $100k.
The top 5 key insights TTC Tour’s Big Tour Study uncovered can be found below:
"Hidden Gems" Become Equally as Important as Iconic Travel Experiences
Majority of TTC Tour travellers cite bucket list travel experiences as the top motivator for going guided (55 per cent) but ranked equally as important is the desire to experience those
off-the-beaten path moments" that you may only find through a guided tour (61 per cent). TTC notes that while travellers continue to select guided tours to tick off bucket list travel, lesser known experiences are becoming equally as important to tour travellers as they select their next guided tour.
Guided Tours Create "Assurance in Destination and Logistical Expertise"
Tour travellers say they choose guided tours for the assurance of expertise. 68 per cent of respondents say trust that TTC organizers are experts in planning an "all-around ideal travel experience."
New Cultures & New Countries Drive Higher Spending and More Bookings
The research demonstrates that diving into new cultures (70 per cent) and ticking off a new country on one's bucket list (69 per cent) are driving factors for booking a tour.
These travellers say they are also open to spending more on travel to guarantee a premium (31 per cent) and personalized experience (40 per cent).
Tour Travellers Seek Connection with Like-Minded Travellers
TTC notes that nearly half of respondents say travelling with a tour provides them the opportunity to easily connect with like-minded travellers, which is something they seek in their guided travel experience.
The Two-Week European Getaway is Most Popular with Working Professionals
Majority of Canadian working professionals who book with TTC Tour are opting for tours between 8-14 days, which TTC notes "aligns with Canada’s PTO policy." Retirees are found to be 16 per cent more likely to book a tour 15+ days compared to working professionals in Canada.
The top regions of interest are Europe & Britain (86 per cent) with the top destinations being Italy (37 per cent), England (36 per cent) and Spain (33 per cent).
