New market research data demonstrating that in 2007 11% more Canadians intend to travel in Canada than 2006, continuing a steady increase over the past few years (57% of Canadians said they would travel in Canada in 2005, 67% in 2006 and 78% in 2007) have been released by the Hotel Association of Canada (HAC).

Conducted by FH Canada Research, the survey of Canadian travelers is the third annual Canadian Travel Intention study conducted by the Hotel Association of Canada. This study defines a traveler as someone who will stay at least one night in a hotel, motel or resort.

It also highlights that 71% of Canadians are planning to get to their leisure destination by car, with more Quebecers than any other Canadians using their car to travel to their leisure destination (76%). Ninety per cent of leisure travel respondents want to receive friendly service once they arrive. They indicated this is more important to them than if the lodging property has a pool, a restaurant/bar or the internet, and something a majority said they would pay $20 a night more for.

“We continue to take the pulse of our lodging industry annually so that our members can provide the service Canadians demand and offer the products and packages that continue to reflect our changing society’s wants and needs,” said Tony Pollard, President of the HAC.

The internet continues to gain ground in the lodging industry, with the survey determining that leisure and business travel reservations by telephone are decreasing at the same rate as internet reservations are increasing. Forty-six per cent of Canadians say they will be making their leisure reservations by phone, a decrease of 4% over 2006 figures. Of those using the telephone, 52% said they will be calling the hotel directly and 46% said they will use a 1-800 number.

The internet is up 4% over 2006, at 33% and up from a reported 29% in 2005. There is still a digital divide, however, with urban leisure travelers using the internet more than their rural counterparts at 37% and 22% respectively. Fifty-four per cent of rural dwellers will use the telephone to make their leisure accommodation bookings.

Forty-two per cent of business travelers make their reservations by telephone and 28% use the internet. Business travelers (10%) are more apt to use a travel agent than their leisure counterparts (5%).

“This tells hoteliers that their web sites have to be up to date, easy to navigate and that the on-line reservation process must be fast and simple,” said Pollard. “We also know how important it is for our members to have excellent staff on the phones at their facilities because more of their leisure travel guests are contacting the property directly than are calling a toll free number.”

Long family vacations continue to be a thing of the past, with 62% of Canadians saying they will take a long weekend holiday in 2006.

“A gain in 11% of travelers is impressive over last year’s figures and it’s nice to see the numbers steadily trending upward over past few years,” said Gail Haarsma, Senior Vice-President of FH Canada Research.

Forcing Choices - Feature Trade-Offs

Leisure

Leisure travelers would rather eat than swim, when asked which of the two choices is most important, 57% chose a restaurant over a pool. They also indicated they will pay more for a lodging that is located close to the attractions they are visiting. Almost of all leisure travelers said that a spa was important to them.

Business

Faced with similar trade-offs, business travelers’ value proximity to their work above anything else, and will pay significantly for it—with 50% stating they would pay $40 a night more for a room at a lodging that is close to their business destination.

Only 1/3 of business travelers value a business centre at a lodging property or a health club. The use of Blackberries and free wireless seem to be making the business centre a thing of the past for almost 70% of business travelers

Women Travelers

Spas continue to be something of interest to leisure travelers generally and women travelers as well.