Canadians Buy Certainty This Winter
Sunwing's Angus Reid poll finds 57% of Canadians more likely to book all-inclusive when costs are known upfront. Value, not lowest price, is the winter sell.
Price-led winter sun selling has a weaker case this year, at least according to Canada’s largest package operator. New research from Sunwing Vacations Group finds that 57% of Canadians say knowing the total cost of a vacation upfront makes them more likely to book an all-inclusive, rising to 68% among families. The bigger point for advisors: only 5% say they would choose the absolute lowest price if it meant giving up quality or convenience.
The numbers
The online survey of 1,502 adult Canadians was conducted by Angus Reid Forum from 28 August to 1 September 2026 (margin of error ±2.53 percentage points), Sunwing says. Key findings from the release:
- 50% define value as paying a fair price for quality and experience; 36% cite better overall value as a reason to choose all-inclusive.
- 37% would cut back on everyday spending, such as dining, entertainment and gifts, to protect their travel budget. Among 18- to 34-year-olds, 24% would delay a major purchase to travel.
- Motivations: rest and relaxation (57%), escaping the cold (47%), exploring the local area and culture (45%), dining (42%). A quarter (25%) plan off-site excursions.
- People travelling with friends or partners are significantly more likely to book fall and winter trips earlier than solo travellers.
“Canadians continue to face pressure on their household budgets, but our research shows they are still finding ways to prioritize travel,” said Marek Andryszak, president of Sunwing Vacations Group.
The Cuba question
The survey also probed the Cuba gap. Sunwing Vacations Group indefinitely suspended its Cuba program, across Sunwing Vacations, WestJet Vacations and WestJet Vacations Québec, in June. In the poll, 26% of respondents had planned or considered Cuba, and 71% of those say that if Cuba remains unavailable they would choose another destination rather than delay or cancel. Mexico, the Dominican Republic and Costa Rica top their alternatives.
That is a large pool of displaced, price-aware winter demand looking for a new home, and it skews toward travellers who valued Cuba’s all-inclusive simplicity.
For advisors
- Lead with the total. Quote all-in prices, including transfers, tips policy and excursions, rather than headline fares. The data says certainty sells.
- Upsell on value, not price. With only 5% chasing the cheapest option, a better room category, adults-only section or premium resort is an easier conversation than it looks.
- Work the Cuba list. Contact former Cuba clients now with Mexico, Dominican Republic and Costa Rica options; Costa Rica suits the culture and excursion crowd.
- Get groups on the books early. Friends and couples book sooner, so push group winter departures this month.