Tourism HR Canada partnered with Skift Advisory (formerly Twenty31), a globally recognized market research firm with a deep expertise in tourism, to collect some perceptual information about how visitors think about service standards in Canadian tourism.
This research has two phases: one surveying domestic travellers (Canadians visiting within Canada), and one surveying international travellers (people from abroad visiting Canada). We are pleased to share the initial report on the domestic market.
This report adopts a persona perspective on how Canadians think about, and prioritise, service standards while travelling.
Download the report to access key information about:
- Profiles of people with expectations of high service quality vs. those with expectations of low service quality
- Influential service factors in travel decisions
- Interest and cost appetite for additional services
In February, we published a short article presenting some high-level analysis of the domestic report. We look forward to producing the more comparative analysis to explore international views of tourism service in Canada, and how they stack up with what Canadian travellers expect.
Stay tuned for more detailed analysis, and the full report, when the international survey has been completed.
If you’re interested in the previous iteration of this study—conducted in 2022 in partnership with Twenty31, and focused on pandemic disruptions to service delivery—click the button below.