5 insights about the Quebec travel and tourism industry in 2022

QUEBECERS WANT TO GET THEIR GOAT (GREATEST OF ALL TRIPS)!

Various trends are clear as we emerge from the pandemic:

36% of Quebecers are willing to splash out and prioritize enjoyment over budget.
20% are willing to step outside their comfort zone for their next trip, such as choosing more exotic destinations. Travellers are craving thrills and eager to try new, high-adrenaline activities on their next vacation.
29% want the freedom to do whatever they want, whenever they want and wherever that may be. Last-minute trips are gaining ground!
Nearly one in four (24%) are seeking trips that will allow them to prioritize their mental health. To achieve this, many plan to spend more time at their destinations.

67% OF ADVERTISING DOLLARS WENT INTO TV AND DIGITAL

Before the pandemic, 44% of total ad spending by the travel and tourism industry was on television and 23% on digital platforms.

Advertising expenditures were higher in the fall and winter.

BREAKDOWN OF ADVERTISING EXPENDITURES BY MEDIA TYPE Travel & Tourism - Quebec Franco, January to December 2019

TV AND DIGITAL ARE THE MOST POPULAR MEDIA

Television and digital account for 78% of the media consumption of Quebecers who plan to travel for their vacations in the next 12 months.

By delivering quality TV and digital content, Radio-Canada allows you to be where your potential customers spend the bulk of their time.

MEDIA CONSUPTION AVERAGEHOURS BY WEEK

ICI TÉLÉ IS #1 AMONG QUEBEC TRAVELLERS!

With a market share of 31% in the evening, ICI TÉLÉ dominates viewing among Quebecers who vacation in the province (TVA: 26% / Noovo: 9%).

ICI TÉLÉ also commands 33% of viewing among Quebecers who vacation abroad, ahead of its closest competitors (TVA: 27% / Noovo: 8%).

RADIO-CANADA'S DIGITAL PLATFORMS ARE KEY TO REACHING YOUR TARGET AUDIENCE

ICI TOU.TV et Radio-Canada.ca

Our platforms reach 1.2 million users who plan to travel in the next 12 months.

Our users want to explore the world; 641,000 of them plan to travel abroad.

Contact your IAL to find out more about this study and the business opportunities available to you.

CBC & Radio-Canada Media Solutions

SOURCES

BLOCK 1
Research
Source: Expedia Group, “The GOAT mindset: Expedia reveals 2022's biggest travel trends,” December 1, 2021.

BLOCK 2
Research
Source: Numerator, Quebec Franco, January-December 2019. Radio: Montreal market only. Television: Some specialty channels not included. Online advertising expenditures include display ads on desktop as well as video ads on desktop and mobile. They do not include expenditures on applications, social media and research. Advertising spend in the Travel & Transportation and Entertainment categories related to travel and tourism. Data as of June 3, 2022.

BLOCK 3
Research
Source: Vividata, Quebec Franco 18+, winter 2022 survey, intending to travel for their vacations in the next 12 months. Newspapers and magazines: print versions only.

BLOCK 4
Research
Source: Numeris (PPM), Quebec Franco, Mon.-Sun. 7pm-11pm, travelled (personal trips) in the province, travelled (personal trips) to the United States or the Caribbean or Mexico or Central/South America or Europe, past 12 months, fall 2021 (Sept. 13-Dec. 12) and winter 2022 (Jan. 3-Apr. 10 excluding the Beijing Olympics from Feb. 4 to 20). Market share calculated across 35 commercial French-language channels.

BLOCK 5
Research
Source: Vividata, Quebec Franco 18+, winter 2022 survey, visited Radio-Canada.ca, Radio-Canada Info, ICI TOU.TV or Radio-Canada OHdio (site/app) in the past month. Intending to travel (vacations or other personal trips) and intending to visit one of the following destinations for a vacation abroad: United States, Bermuda, Bahamas, Cuba, Dominican Republic, other Caribbean, Mexico, Central America, South America, Europe, United Kingdom, Africa ,Middle East, China, Japan, India, South Asia, elsewhere in the world, in the next 12 months.