Booking.com, the global leader in connecting travellers with the widest choice of incredible places to stay, is launching a new ad campaign to show how it helps travellers get it ridiculously right every time. A continuation of the successful Booking.yeah campaign that celebrates YEAHs experienced throughout the travel journey, the new creative will debut live during the fourth quarter of the Big Game on February 9th, bringing to life Booking.comâs ability to cater to every travellerâs unique needs and personalities and âfind exactly what theyâre booking for.â
A sneak peek here:
Building on its playful and optimistic creative strategy, the new campaign features a colourful cast of characters – spanning from relatable everyday travellers to beloved cultural icons, The Muppets. Whether itâs Kermit the Frog lounging at a beachfront vacation rental, Miss Piggy booking a high-end boutique hotel, a family finding the perfect resort with a waterpark, or a bachelorette party enjoying a classic Vegas hotel experience, Booking.com makes it easier for everyone to find and book their perfect stay with features such as the easy-to-use app and free cancellation.
âWith this campaign, weâre putting the spotlight on the incredible choice, ease and value that Booking.com offers, making it easier for travellers to find exactly what theyâre booking for,â said Arjan Dijk, Senior Vice President and Chief Marketing Officer at Booking.com. âThis yearâs creative celebrates the relatable humor and playful moments of travel planning, showing how Booking.com can meet the needs of every traveller. By blending nostalgia, modern storytelling, and a bit of playful imagination, weâre thrilled to share this with viewers during one of the yearâs biggest cultural moments in the U.S., inspiring Americans to plan their next trip with confidence and excitement, whatever their travel need may be.â
With creative developed by Zulu Alpha Kilo, and Mindshare managing the media strategy and planning, the integrated campaign will run across TV (including prime time), streaming, online video, audio, paid social and owned channels. It features the 30-second Big Game spot and a variety of 15-second spots, all of which can be viewed on YouTube.com/@bookingcom, as well as creative assets that will run across social channels.
In 2025, Canadian travellers are feeling more confident and adventurous than ever, with nearly two-thirds (62%)* planning to leverage technology to create more personalized travel experiences in 2025. Whether itâs a stay in a boutique hotel, waterpark resort or a family-friendly beachfront escape, Booking.com makes it easier for travellers to embrace their unique preferences and book the trip thatâs ridiculously right for them every time, with free cancellation, verified reviews and smart filters that make searching simple.
For more information on the best value in travel offerings, including Early 2025 Deals with discounts starting at 15%, visit Booking.com or download the Booking.com app.
METHODOLOGY:
*Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,006 from the US). Respondents completed an online survey in July-August 2024.
Booking.com, a global leader in connecting travellers to an unmatched selection of incredible accommodations, activities, and transportation options, including flights, car rentals, and taxis, is proud to announce the recipients of its 13th annual Traveller Review Awards. Based on over 360 million verified customer reviews, the awards honour travel partners who consistently deliver outstanding hospitality and service. This year, 8,740 Canadian travel partners have won Booking.com 2025 Traveller Review Awards; an increase of more than 1,000 (13%) when compared to 2024, which saw 7,725 winners. A record 1.71 million travel partners worldwide are receiving awards, a 16% increase in winners over 2024âs 1.48 million winners.
Most Welcoming Places in Canada
Based on each locationâs share of accommodation providers receiving a 2025 Traveller Review Award*, this yearâs list of the âMost Welcoming Placesâ in Canada includes two southern Ontario hotspots, a distinctly European-feeling city, a Western Canada cultural gem, and a seaside foodie favourite. Here are Canadaâs most welcoming places for 2025, plus top places to stay in each :
Toronto, Ontario
Le Germain Hotel Maple Leaf Square
Gladstone House
QuĂŠbec City, QuĂŠbec
Les Lofts Dorchester – Par Les Lofts Vieux-QuĂŠbec
Monastère des Augustines
Halifax, Nova Scotia
The Prince George Hotel
The Inn at Fisherman’s cove
Victoria, British Columbia
Pendray Inn and Tea House
Fairmont Empress Hotel
Niagara-on-the-Lake, Ontario
Prince of Wales Hotel
Riverbend Inn & Vineyard
Vancouver, British Columbia
O Canada House Bed & Breakfast
Fairmont Pacific Rim
Mont-Tremblant, QuĂŠbec
Le Westin Tremblant
Le 900 Tremblant Inn CafĂŠ and Bistro
Ucluelet, British Columbia
Black Rock Oceanfront Resort
Waters Edge Shoreside Suites
Canmore, Alberta
The Malcolm Hotel
MTN House By Basecamp
La Malbaie, QuĂŠbec
Auberge La Châtelaine
Auberge La Marmite
Most Welcoming Cities on Earth
Determined by the share of accommodation partners receiving a Traveller Review Award in a given city, this yearâs list highlights the worldâs diverse charm and hospitality, inspiring unforgettable adventures in the year ahead. Whether its coffee farms and pristine beaches, medieval hideaways and jungle towns, here are 2025âs âMost Welcoming Cities on Earthâ.
Sigiriya, Sri Lanka
Cazorla, Spain
Urubici, Brazil
Taupo, New Zealand
St. Augustine, US
Orvieto, Italy
Manizales, Colombia
Quedlinburg, Germany
Ko Lanta, Thailand
Chester, UK
Learn more about what these memorable locations have to offer in this Booking.com destination guide.
Expanding beyond iconic cities, the Traveller Review Awards also highlight entire regions that deliver consistently outstanding hospitality. Here are the ten most welcoming regions, provinces, or territories across the globe, showcasing a remarkable geographic diversity that offers travellers even more opportunities to experience genuine warmth and hospitality.
Most Welcoming Regions on Earth
Osijek-Baranja, Croatia
Kakheti, Georgia
Madeira, Portugal
Misiones, Argentina
GraubĂźnden, Switzerland
South Australia, Australia
Bretagne, France
Baja California Sur, Mexico
Kien Giang, Vietnam
Drenthe, Netherlands
Apartments Lead the Way for Accommodation
As in 2024, apartments claim the top spot in Canada as the most-awarded accommodation type (2,479). Hotels are the second favourite in Canada with 1,703 Booking.com Traveller Review Awards, with holiday homes (1,195), B&Bs (739), and chalets (546) rounding out the top five most-awarded accommodation types.
Globally, apartments remain the most-awarded accommodation type for the eighth consecutive year, with holiday homes and hotels in second and third place respectively.
Notably, capsule hotels saw a 35% increase in awards year over year, the highest growth among accommodation types, followed by villas (25%) and cabins (21%). Overall, awards for vacation rentals and other unique properties increased by 17%, reflecting travellers’ continued enthusiasm for a variety of stays that offer distinctive hospitality and memorable experiences.
Since 2010, Booking.com has facilitated over 4.5 billion guest arrivals, of which over 1 billion have been in alternative accommodations, or non-hotel properties. Today, travellers can browse more than 30 types of accommodations, including everything from cozy country homes, funky city apartments, and elegant villas to charming B&Bs, spacious farm accommodations and beachfront bungalows. For the adventurous traveller, there are even boats, igloos and treehouses.
Transport providers recognized for excellent service and hospitality
Booking.com’s rental car and taxi offering is integral to providing travellers with a seamless and frictionless travel experience, helping make it easier for everyone to experience the world. This year, 34 transportation partners in Canada are receiving a Booking.com Traveller Review Award. Globally, 1,329 car rental companies and taxi suppliers are receiving a Traveller Review Award, a 196% increase compared to the 2024 edition of the Awards.
âWhether it’s a taxi driver giving tips on where to find the best local food, or an apartment owner surprising a couple with champagne and roses to help them celebrate their anniversary, our partners go above and beyond every day to create incredible experiences for travellers in Canada and beyond,” said James Waters, Chief Business Officer at Booking.com.
âOur annual Traveller Review Awards are one way we shine a spotlight on these hospitality heroes and say thank you to them not only from all of us at Booking.com, but on behalf of hundreds of millions of travellers from all over the world.”
Only guests who have booked stays through our platform, rented a car or rode in a taxi can leave a review of their experience on Booking.com. As these reviews are never edited or adjusted in any way, travellers can reference them for an authentic account of what the real traveller experience is like at every place to stay or with every ground transport provider on Booking.com.
About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.comâs mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.comâs marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.
This year is Booking.comâs biggest Black Friday yet!
Whether youâre looking to rent a cozy home in the mountains or stay in a beachside resort in any of more than 175,000 destinations, rent a car in any of 145 countries, or find a great experience (tours, activities, theme parks, and much more) in over 1,800 cities, thereâs plenty of savings for everyone.
From November 21 through December 4, exclusively on Booking.com, travellers can save:
Up to 50% off accommodations
Up to 25% off rental cars
Up to 20% off attractions
Booking.comâs Black Friday deals can be found at https://www.booking.com/dealspage.html (Black Friday landing page will be live starting November 21; Until then, this link leads to the deals page.)
Black Friday Deals are available on reservations made between November 21 and December 4. Accommodation and rental car deals are valid through December 31, 2025. Attractions deals are valid on all bookable tickets on the site, available up to 90 days from the date of booking.
Booking.comâs annual Travel Predictions research* reveals that travellers are ârewriting their playbookâ in 2025, defying the norms of age, gender, or simply what society thinks travel should look like for them. From nighttime exploration to thrill-seeking seniors, travellers are stretching their wings to fuel and find long-lasting personal growth. Booking.com commissioned research among more than 27,000 travellers across 33 countries and territories to present nine travel predictions that foresee 2025 ushering in new ways of experiencing the world.
Arjan Dijk, Senior Vice President and CMO at Booking.com comments: âCanadians, like most of the world, are feeling the stresses of accelerating change across multiple fronts. Global elections, rapid AI advancements, and increased costs of living, to name a few, have us feeling fatigued, needing to withdraw, pick a side, or simply disconnect. Yet, in the face of this rising uncertainty, weâre seeing just the opposite in travel. In 2025, we expect change makers to take the lead as travel moves away from tradition and we become more attuned to our own desires and needs, as well as those of the destinations we want to visit. We continue to see travel as a force for good that can uplift local economies, nourish personal growth, shatter misconceptions, and strengthen relationships. Reimagining travel is in our DNA at Booking.com and we will continue to find innovative ways to make it easier for all travellers to forge their own path in 2025 and beyond.â
SKI Trips: Boomers will throw caution to the wind in favour of multigenerational megatrips
Forget a restful retirement; baby boomers are rewriting the rules on travel, showing the rest of the generations what âliving their best lifeâ is all about. âSkiâ vacations will be on the rise – but not on the slopes – as parents flip priorities by Spending Kidsâ Inheritance (SKI) instead of squirreling their savings. Nearly half of Canadian travellers (42%) would rather spend money on the trip of a lifetime in 2025 than leave inheritance to their children.
But next year, this trend will take on an increasingly altruistic approach, as older relatives look to splash the cash among their families, helping the younger generations through the cost of living crisis by paying for their next vacation.
While 51% of Canadian travellers admitted that their parents had already paid for their vacations or part of their vacations since being an adult, boomers are likely to influence an uptick thanks to the 76% who are happy to pay for their children when booking their next trip and 79% for their grandchildren. Prepare for more multi-generational trips courtesy of the Bank of Mom & Dad, as grandparents, parents and grandchildren pack their bags together for the ultimate bonding experiences.
Not only will boomers be opening their wallets in 2025, but an emerging cohort are also expected to defy their years and conventional expectations in favor of thrill seeking in 2025. 37% of this generation within Canada are interested in adventure vacations (up from 20% in 2024**). Easing their way into an era of adrenaline, nearly a third (41%) are interested in horseback riding and 23% are interested in letting go of their inhibitions at a wine rave.
NocTourism: Travellers have their head in the clouds as they look towards celestial happenings, cooler climates, and midnight magic
As space tourism edges ever closer to reality, many will be focused on building connections with the universe as they turn to more attainable astro-pursuits in 2025. Ditching the daylight crowds for midnight magic, over half (58%)of Canadian travellers are considering visiting darker sky destinations with starbathing experiences (58%), star guides (53%), once in a lifetime cosmic events (54%), and constellation tracking (52%) top of their stellar adventure lists.
Concerns around climate change have also influenced this shift, with 56% planning to elevate their nighttime pursuits to avoid rising daytime temperatures and 24% preferring to vacation in cooler locations. Protection from UV rays is important for 61% of Canadian travellers who say they plan to reduce the amount of time they spend in the sun, while more than half (54%) will be planning activities in the evenings and early mornings when the sun is at its lowest.
An appreciation for the nocturnal world is also deepening our connections with nature, as most Canadian travellers (54%) would book an accommodation without lights to encourage less light pollution and preserve flora and fauna.
Boyz II Zen: Male travellers will abandon bravado and embrace more fulfilling group travels
Booze and bravado are set to take a back seat, as activities that prioritize more mindful male bonding will prevail in travel in 2025. Nearly half (43%) of Canadian travellers agreed that they would encourage one of the men in their life to go on a men-only trip, jumping to 61% for Gen Z, and 56% for millennials. 24% of Canadaâs male travellers are abandoning societal expectations and âbro cultureâ cliches to switch off from the stresses of everyday life, 30% to rest and rejuvenate, 26% in pursuit of mental health benefits, 23% personal growth. Building connections, both old and new, will be crucial with more than a quarter (27%) looking to make new friendships, and 21% looking to improve their relationship building with friends and family.
And further defying expectations, itâs women persuading the men in their lives to go on a men-only trip, with 58% encouraging their partner, 31% their friends, 24% their brother, and 17% their father to put their personal wellbeing first.
The Gate Escape: Travellers will be on board with airports stepping up their appeal
Gone are the days of arriving âjust in timeâ to avoid dull airport time-killing, as travellers reframe their 2025 vacation kick-off to embrace a new era of airport entertainment. More than half (59%) of Canadian travellers are curious about airports with more unique experiences or facilities, and a quarter (27%) express an interest in visiting somewhere because of its airport.
But itâs Canadaâs Gen Z and millennials who look set to fuel this trend. Among both, 41% are keen to consider destinations based on their airport, rejecting stressed-out stereotypes in favor of indulgent experiences, like sleep pods (43% Gen Z, 39% millennials), spas (32% for both Gen Z and millennials), and Michelin star restaurants (18% Gen Z, 19% millennials).
With half of Canadians (52%) suggesting they would feel more excited about their trip if there were a wider array of facilities for use prior to their flight, vacations will start well before you board the plane.
Passport to Longevity: Next level health and wellness experiences may replace the longstanding vacation popularity of booze and food indulgence
As travellers search for the elixir of life, a vacation is no longer just time to unwind. Driven by the desire to cultivate better lifestyle choices, 54% of Canadian travellers are interested in a longevity retreat – a super-charged flex on traditional wellbeing itineraries where temporary fixes are replaced in the pursuit of a longer, healthier life.
Deep revitalization is a top priority, from body vibration (50%) and red light therapies (50%), to cryotherapy (37%) and stem cell treatment (40%) as treatments Canadian travellers are seeking out. 60% are looking for new wellness activities they can mix into their daily lives, including learning about timed coffee ingestion (32%) and IV therapy (32%).
And with 55% of Canadian travellers revealing they would pay for a vacation that’s sole purpose was to extend their lifespan and wellbeing, 2025 could mark the first year of the rest of their longer lives.
Vintage Voyaging: Unique, secondhand finds are set to become the new destination-branded coffee mug
Vacation wardrobes will get a makeover in 2025, as trendy travellers turn vintage voyagers, hitting thrift stores while on holiday to curate a more sustainable suitcase. Almost half (43%) of Canadian travellers said they would be interested in buying their vacation wardrobe during their trip rather than before, jumping to 63% of Gen Z. 58% would visit thrift stores during vacation and nearly three quarters (71%) have already bought vintage or second-hand products on their travels.
No doubt influenced by both cost and climate awareness, this shift isnât just about style – itâs about stretching our dollars further. 56% of Canadian travellers intend to be thriftier on their trips and 67% are tightening budget planning in order to maximize their experiences, as 32% say they buy vintage on vacation because they find better bargains. Defying the churn of fast fashion and mass consumerism, 24% of Canadian travellers say they find better quality products in vintage stores abroad than at home.
A thrift trip is now more than just shopping; itâs a way to bring cultural connections back home, all while making eco-conscious and wallet-friendly choices. Move over fridge magnet, vintage clothes are the new souvenir of choice.
Neuroinclusive navigation will herald in a new era of comfort and ease
There is growing momentum around the need for less conventional and more inclusive approaches to travel experiences that better connect with the needs of neurodivergent travellers. Nearly half (45%) of Canadian travellers who consider themselves neurodivergent have had a negative experience while travelling due to their neurodivergence, while 44% believe their travel options are limited because of their neurodivergence.
Many Canadian travellers would like to see technology play a greater part of their travel journey and help reduce theirs, or their travel companionsâ, anxiety. Half (51%) are keen on AI tools that would provide them with up-to-date travel information, reports of delays and suggestions on quieter, less busy spaces in airports and hotels. Sensory rooms in airports, hotels and other locations are sought after by 72%, while 66% would like to see more âblock out noiseâ options across the travel experience.
In fact, the call for progress in 2025 is loud and clear with 66% wanting an industry-wide initiative or program that shares their needs and preferences seamlessly with airlines and accommodation providers, providing a closer connection between travellers, platforms and operators.
Travellers will tap into technology to support more sustainable travel
New technologies are already helping travellers find experiences tailored to their needs, but in 2025 weâll see innovations that help tourists meet the needs of the destinations they hope to experience.
62% of Canadian travellers will use technology to make informed decisions that not only respect the places they visit but contribute positively to them. AI-powered tools, like Booking.com’s AI Trip Planner, are set to play a pivotal role in shaping these journeys, with 31% of travellers interested in using AI to curate trips, helping create itineraries that encourage deeper, more positive connections with destinationsâ communities.
Many will also apply a more responsible lens to how they are using technology. Half (51%) of Canadian travellers wonât tag locations on social media when visiting a lesser known destination to avoid encouraging flocks of Insta-tourists. That said, for the 48% of Canadaâs Gen Z and 33% of millennials who would rethink visiting a destination if they couldnât tag its location, technology will also play a role in finding alternatives that can be shared without the guilt of overburdening the usual hotspots. 61% are hoping to use technology to find less crowded areas and 18% are already using apps to tackle this in real time.
For more information about Booking.comâs 2025 Travel Predictions, please visit https://www.booking.com/articles/travelpredictions2025.html.
An A-Town adventure awaits! Digital travel leader Booking.com has teamed up with legendary Grammy Award-winning rapper, actor and philanthropist Ludacris for an exclusive, once-in-a-lifetime, family-friendly experience at his iconic Atlanta mansion. For just $4.04, a nod to the renowned Atlanta area code, four lucky guests will have the opportunity to stay at Ludacrisâ luxurious compound for a two-night stay starting on September 3, 2024, exclusively on Booking.com. This unique getaway offers an immersive experience into Ludacrisâ world, featuring his personal touch and favorite family-friendly activities, with the added thrill of meeting Ludacris himself during the stay.
The Ludacris Welcome To Atlanta Summer Send-Off will include an itinerary curated by Ludacris featuring:
Almost two-thirds (62%)* of Canadians rank spending quality time as a family as the main motivator for traveling this year and Ludacrisâ sprawling Atlanta estate is more than just a home â itâs a familyâs paradise! Nestled amidst 22 acres of beautifully landscaped gardens, this luxurious home even boasts an indoor movie theater. Outdoors, lucky guests can enjoy a full-size basketball court, tennis court, and a serene lake, perfect for relaxation and recreation.
“I’m excited to be Booking.comâs newest host and welcome guests into my Atlanta home for the ultimate family getaway,â said Ludacris. âAs a dad of four kids myself, family time is incredibly important to me, and Iâm thrilled to open my home so guests can create unforgettable memories as a family. Iâm all about making it easier for everyone to celebrate lifeâs special moments, and I appreciate how Booking.com makes it easy for everyone to experience the world. Itâs going to be epic!”
The Ludacris Welcome To Atlanta Summer Send-Off will become bookable on a first-come, first-served basis for one booker plus three guests on August 28, 2024, at noon ET, for a two-night stay taking place on September 3-5, 2024, priced at only $4.04, an homage to Ludacrisâ hometown area code. In addition to the two-night stay, the experience includes a full itinerary curated by Ludacris himself, a dedicated host, and airport transfers through Booking.com to experience Ludacrisâ extravagant world. Â
Members of Booking.comâs loyalty program, Genius, will get even more out of their experience. When booked by a Genius Level 3 member, Ludacrisâ Welcome To Atlanta Summer Send-Off will be upgraded to personalized breakfast-in-bed from Ludacrisâ favorite local cafe. Unlock Genius Level 1 status by simply creating a Booking.com account and automatically enjoy free lifetime access to exclusive travel rewards, starting from a 10% discount toward hundreds of thousands of accommodations and select car rental options, with even more rewards unlocked with each Genius level progression.Â
This incredible stay at Ludacrisâ A-Town pad is just one example of the many vacation homes and other unique places to stay that Booking.com offers. Whether looking for dreamy beach bungalows, treehouses, houseboats, lakeside cabins or high-end homes, Booking.com has something for everyone. With more than seven million reported listings in homes, apartments and other unique places to stay, and 45% of new listings getting booked within just a week of going live on the worldâs leading travel platform, Booking.com knows how to turn hosts into superstars. Ludacris joins the ranks alongside other Booking.com celeb hosts including Martha Stewart, Mariah Carey, and Sarah Jessica Parker.Â
For more information and for the chance to book check out: Booking.com The Ludacris Welcome To Atlanta Summer Send-Off. Â
*Methodology: Travel Trends 2024 research commissioned by Booking.com and independently conducted among a sample of adults who took a leisure trip with an overnight stay in the last 12 months, plan to travel in 2024, and are involved in trip planning. The sample comprised of 32,300 respondents across 32 countries and territories (including 2,000 from the US) who were surveyed in January or February 2024
Building on its mission to make it easier for everyone to experience the world, Booking.comâs latest LGBTQ+ travel research reveals that travellers continue to face significant challenges. More than half (63%) of Canadian LGBTQ+ travellers have experienced discrimination when travelling. Canadian LGBTQ+ travellers expect some form of discriminatory behavior from both their fellow travellers (51%) and locals at their chosen destinations (56%). In parallel, 55% agree that being LGBTQ+ has made them more insecure and self-conscious as a traveller. This is of even greater concern for those who identify as transgender (64%), intersex (57%) and non-binary (56%).
Despite these challenges, LGBTQ+ travellers are taking ownership of their lived reality. From thoughtful destination decision-making to creating alter egos, LGBTQ+ travellers are taking control of their trips more than ever before to safely navigate different challenges and to find the best experiences.
Since launching in 2021, Booking.comâs Travel Proud program provides free inclusive hospitality training for accommodations to help them gain a better understanding of the specific challenges faced by LGBTQ+ travellers, as well as what can be done to make every guest feel more welcome, regardless of where they come from, who they love or how they identify. There are now more than 67,000 Travel Proud-certified properties globally on Booking.com across 133 countries and territories and in 12,645 cities and destinations.
Destination deliberations
Likely reflective of the current economic uncertainties affecting many people, accommodation that fits their budget is the primary concern for 68% of Canadian LGBTQ+ travellers. After those primary financial considerations, more than half (59%) believe that being able to be their authentic self on their trip is their next most important factor.
Among all Canadian LGBTQ+ travellers:
55% consider a destinationâs local legislation regarding LGBTQ+ human, equality and marriage rights an important factor.
51% consider whether the destination is more, or less accepting of LGBTQ+ people than their home country.
51% consider what they have heard or read in the news about experiences for foreign LGBTQ+ travellers.
These concerns have had a clear influence on LGBTQ+ travellersâ perceptions and decision making, with 43% of Canadian respondents cancelling a trip within the past year after seeing a destination being unsupportive of its LGBTQ+ residents. This is most common among Canadian LGBTQ+ parents (48%) compared with non-parents (40%), but even more so amongst transgender (59%) and intersex (56%) travellers. On the flip side, more than half (54%) of Canadian LGBTQ+ travellers have booked a trip in the past 12 months to a destination seen as supportive of residents who identify as LGBTQ+, with millennials most likely to be inspired to travel there (62%) and senior citizens the least (21%).
When presented with the choice, 59% say they prefer to visit destinations where LGBTQ+ tourism is already well established, compared with 49% who would rather consider locations where their presence could contribute to broadening social awareness and acceptance. The zeitgeist is also playing a part in decision making: nearly two-thirds (63%) of Canadian LGBTQ+ travellers say they are more likely to book travel experiences inspired by LGBTQ+ pop culture with millennials (70%) the most likely.
Pre-flight preparations
Once the destination has been decided, Canadian LGBTQ+ travellers are taking additional proactive steps to mitigate concerns about potential discrimination while flying. Over a quarter (27%) have had a negative experience with a fellow flight passenger directly related to their identity, while 35% expressed apprehension at the idea of being seated next to a stranger in fear of their reaction or behavior towards them as an LGBTQ+ individual. The latter is most common among those who are transgender (57%), intersex (48%) or non-binary (44%).
Code-switching and travel personas
LGBTQ+ travellers are actively adopting personas to protect themselves on their trips. 37% of Canadian LGBTQ+ travellers say that they modify aspects of their appearance and behavior to avoid potential discrimination or unwanted attention, while 48% have created an alter-ego to navigate different environments when travelling. The main reason for travellers in creating an alter-ego was to protect themselves and feel safe (45%), with 36% doing so to adapt to cultural sensitivities that may exist at a destination.
Travel industry allies
Beyond their own decisions, Canadian LGBTQ+ travellers recognize progress within the travel industry, with 74% saying increased inclusivity has made them feel more comfortable when travelling. This is most true among those who are out (76%,) but also 65% of those who are not.
Travelling to destinations that have adequate legislation in place facilitates feeling included and this is reflected in interactions with those that work in the travel industry: 81% of Canadian LGBTQ+ travellers feel comfortable when arriving to check in at their accommodation, 80% when having correspondence with accommodation hosts and airlines, and 79% when interacting with hospitality professionals at their destination such as tour guides, flight attendants and taxi drivers. Additionally, when asked what features LGBTQ+ travellers would like to see from travel companies to improve their future travel experiences, 29% referenced filters that would facilitate identifying properties that offer a welcoming experience. This is of particular importance for transgender (49%) and genderfluid (40%) travellers.
âAt Booking.com, we passionately believe that everyone should be able to travel and experience the world in their own unique way,” says Arjan Dijk, CMO and Senior Vice President at Booking.com. âAs a gay man, I unfortunately know first hand the challenges that persist in many parts of the world, including sadly with travel alerts already being issued ahead of Pride events this year. Despite all this, I am incredibly inspired to see LGBTQ+ travellers resiliently embracing their lived experiences, both at home and during their trips. While real and tangible progress is being made, we must remain vigilant and do our part to make it truly easier for everyone to Travel Proud.â
In addition to the companyâs global partnership with IGLTA, the International LGBTQ+ Travel Association, Booking.com is now also exceptionally proud to be one of the newest partners of two organizations that help underscore Booking.comâs dedication to making the world more inclusive for everyone, everywhere:
Stonewall National Monument Visitor Center: Located in Greenwich Village in the heart of New York City, this landmark center, opening on June 28, 2024, preserves, advances and celebrates the legacy of the historic Stonewall Rebellion and serves as a living monument to the advocates and pioneers who came before us and educates on the events that shaped the LGBTQ+ civil rights movement.
Global Equality Fund. This unique public-private partnership brings together like-minded governments and private sector entities dedicated to advancing and defending the human rights and freedoms of LGBTQ+ people around the world. Through the GEF, governments, companies and foundations work collaboratively with human rights defenders and civil society organizations working to protect and empower LGBTQ+ movements and people
Today, Booking.com releases new research, with insights gathered from more than 31,000 travellers across 34 countries and territories, exploring the latest consumer attitudes, priorities and influences related to sustainable travel. While the annual research reveals a continued sense of desire and awareness, with 78% of Canadian travellers confirming that sustainable travel is important to them, new insights show a sense of weariness could be emerging globally, fueled by the ongoing challenges experienced to make more sustainable travel choices.
The recent study shows that half (50%) of Canadian travellers feel travelling more sustainably is important, but not a primary consideration when planning or booking a trip, and 26% even report they are tired of hearing about climate change all the time. With this in mind, the opportunity for collective action is more pertinent than ever, in order to ensure that progress toward a more sustainable travel industry remains a priority.
Positive intentions meeting new challenges
Looking ahead, a reassuring 70% of Canadian travellers say that they want to travel more sustainably over the next 12 months, and (40%) would feel guilty making less sustainable travel choices. When it comes to motivators among those who want to travel more sustainably, (41%) want to do so because they believe it’s the right thing to do.
However, a sense of disillusion towards making more sustainable travel choices may be counteracting those intentions. New areas of exploration researched for the first time this year reveal that some Canadian travellers donât recognize the importance of being more mindful of their impact, as one-third (29%) feel that the damage already done is irreversible and that the travel choices they make are not going to change that. In fact, a quarter (26%) donât believe climate change is as severe as people make it out to be – a dismissal of the issue which may well be impacting travel plans.
Moreover, feel their time spent travelling is too precious to put sustainability at the top of their decision-making list (28%). Not seeing sustainability in action is also contributing to the sense of powerlessness; a third (32%) of Canadians believe that being more sustainable in a destination that is not implementing sustainability practices itself feels pointless.
Shared responsibility and the critical opportunity for industry-wide enablement
The role travellers feel they can play in tackling the negative impacts of travel also highlights their expectations around collaboration. A noteworthy 73% of Canadian travellers say they want to leave the places they visit better than when they arrived (up from 64% last year), and this yearâs additional research shows 49% think they themselves have the potential to counteract the social impacts of travel. On the other hand, 43% think governments hold the most potential for countering the economic effects, and 41% believe travel service providers hold the key to addressing environmental factors. Furthermore, 43% believe that governments are responsible for educating people on the impacts of travel and tourism.
Responsibilities extend to how consumers are being supported to fulfill their intentions. Coming across an accommodation labeled as more sustainable is more appealing to almost half of Canadian travellers (41%) and consistency of certification standards is critical to identifying these options with 66% agreeing that all travel booking sites should use the same sustainable certifications or labels. However, those interested to learn more about why the accommodation was given this label is down 15 percentage points (at 52%) when compared with the same time last year, indicating a need for simple, clear communication that enables easy decision-making regardless of priorities.
Sustainable silver linings
Despite the emerging frustrations, travellers who say they are making more mindful choices also feel that more sustainable travel experiences are actually adding value to their trips. New areas of research in this yearâs report found that 59% of Canadian travellers recognize that they are the best version of themselves when they travel more sustainably and consequently take home this positivity, just as 65% feel that witnessing sustainable practices while travelling inspires them to be more sustainable in their everyday life. Of those who adopted sustainable behaviors on their travels, it was seen as an enhancement for 96% who did tours or activities for authentic, local, and cultural experiences, 96% who shopped at small, independent stores, and 90% who planned their trips so that they could walk, bike, or take public transport.
âWhile many travellers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,â said Danielle DâSilva, Head of Sustainability at Booking.com. âItâs important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. Thatâs where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, itâs also a reminder to maintain our focus on the impactful work we know can make a difference not only for travellers, but for communities and destinations everywhere.â
Today, Booking.com, global leader in connecting travellers with the widest choice of incredible places to stay, great things to do, and transport options, such as flights, car rentals and taxis, announces the recipients of its 12th annual Traveller Review Awards. Based on more than 309 million verified customer reviews, and in recognition of delivering consistently excellent service and hospitality, a record 1.48 million travel partners are receiving a Booking.com Traveller Review Award 2024. This includes 1,484,294 accommodations, 449 rental car companies and 129 taxi providers.
Most Welcoming Places in Canada
Based on each locationâs share of accommodation providers receiving a Traveller Review Award 2024*, this yearâs list of the Most Welcoming Places in Canada includes five world class mountain sports destinations, a wine loverâs locale that places yearly, and an east coast newcomer to the list. Here are Canadaâs most welcoming places for 2024.
Apartments Lead the Way for Accommodation
Travellers continue to favorably review the home-away-from-home experience, with apartments claiming the top spot in Canada as the most-awarded accommodation type (1,915 awards). Hotels arenât far behind, claiming 1,682 awards, then holiday homes with 962 awards, B&Bs earned 794, and chalets round out the top five across Canada with 482 Traveller Review Awards for 2024.
Globally, apartments are the most popular accommodation type for the 7th year running with 710,687 awards. Holiday homes (213,824) have edged out hotels (179,357) for the number two spot, while guest houses (84,715) and B&Bs (71,514) make up the top five most-awarded accommodation types.
Villas saw the greatest increase in award recipients year over year at 23%, followed by holiday homes (20%), and campsites (14%). Overall, there was a 10% increase in awards granted to vacation rentals and other unique properties that offer an alternative to the traditional hotel experience. Travellers are continuing to expand their choices on what types of properties they like to stay in, demonstrating a growing appreciation for the unique hospitality that alternative accommodations can provide.
Most Welcoming Places in the World
For the seventh year in a row, Italy is home to the largest number of Booking.com Traveller Award recipients with 181,012. Here is the complete list of the worldâs most welcoming places.
From enchanting coastal towns to alpine retreats and even rustic desert gems, all of these locations are sure to ignite a sense of wanderlust for the year ahead. Here are the most welcoming cities across the world.
Check out this destination guide to learn more about what these welcoming cities have to offer.Â
Transportation Providers Start Your Trip With a Smile
For the fifth year, Booking.com is recognizing its ground transportation partners for their consistently great service and hospitality. Beyond the basics of just getting around, rental cars make it easier for travellers to explore off the beaten path and taxis frequently provide visitors with their first interactions with local people and culture, often setting the tone for the rest of the trip.
This year, 449 car rental partners from 26 countries are receiving a Traveller Review Award. Spain (84) tops the list again with the most car rental companies being recognized, followed by Italy (74), Portugal (47), Greece (42) and the United States (28). In gratitude for all the warm welcomes and seamless pick-ups, 129 taxi partners are also receiving an award with Italy (17) and Spain (12) leading the pack.
âWhether itâs a personalized welcome note from an apartment owner with recommendations for the best spots in the neighborhood to grab a bite, or a tip on hidden local gems to explore at the car rental counter, our partners make trips more memorable and enjoyable for our customers each and every day,â commented Arjan Dijk, SVP and Chief Marketing Officer for Booking.com.
âThe Traveller Review Awards are our way of thanking and publicly acknowledging the top notch service our partners provide to travellers and the critical role they play in our mission of making it easier for everyone to experience the world. To everyone receiving an award this year, we salute your dedication and passion – we couldnât do what we do without you!â
Holiday shopping season is well underway, with many of us racking our brains to pick the perfect something. Jewelry is always welcomed, and a wine-of-the-month subscription is of course delightful. But they say the best gifts aren’t wrapped.
Recent research from global travel leader Booking.com, where you can book nearly your whole trip, from accommodations, to flights, car rentals, taxis, and attractions, found that three quarters (74%)* of Canadian travellers feel more alive than ever on vacation. Here are a few great ideas for trips to surprise your favourite person or people this holiday season.
Much-Needed Winter Beach Escape
The classics, like Mexico, Dominican Republic, and Costa Rica, will always be there for us. But what if this was the year that you and yours went on a serious global adventure to somewhere off the beaten path?
Panglao, Philippines, a top trending destination for 2024 according to recent research from Booking.com**, is a tiny tropical island in the Bohol Sea, with sandy, white beaches, world-class diving, and an abundance of marine life. Known as the Philippinesâ greenest destination, coconut palm-lined Panglao has an eco-friendly airport, plentiful organic produce, and a laid-back, ecological sensibility that makes complete relaxation inevitable.
Amarela Resort, a destination in itself, is a short drive to both Alona and Danao Beach. Guests can lounge on one of the private beachâs hammocks, or relax poolside with a book from the resortâs library and a stunning mountain view. The restaurant at this Booking.com Travel Sustainable getaway serves local delicacies using fresh ingredients from its own herb garden, while traditional woodwork and Philippine art lets guests absorb the local culture.
Invigorating Ski Vacation Away
On the other side of the spectrum, there is no shortage of Canadians looking forward to ski season. 36% of Canadian travellers even said that they will use their vacation to enjoy cooler climates in 2024*. From the Rockies to the Laurentian Mountains, we are spoiled with skiing and snowboarding spots. Spots that most dedicated skiers have been to, some many times over. Make this holiday season absolutely unforgettable with a ski vacation far and away in Valkenburg, Netherlands.
This adorable city, known for its marlstone caves, enchanting annual Christmas market, and historic castles, is just a half hourâs drive to SnowWorld Landgraaf, the largest indoor ski resort in Europe. Donât worry – SnowWorld is just as cold as needed, maintaining an average indoor temperature of -5 celsius.
Château St. Gerlach, nestled in the Geul Valley and just a short drive or train ride outside of Valkenburg, offers a grand country-chic stay in a former 15th-century monastery. Cozy up by the fireplace in the bar, or head to the heated pool and Turkish steam bath after a long day on the slopes. The hotelâs restaurant, focusing on French cuisine, uses golden honey from its beehives and vegetables from its gardens and the adjacent Cannerbos (a Dutch nature reserve). A Walking Tour with a Self-guided City Trail lets visitors discover Valkenburg through solving riddles to reveal quaint castles and local city culture.
Surprise! Start the New Year in a New Place
While many of us are happy to spend New Yearâs Eve locally, we would no doubt be utterly delighted to discover that we are going on a surprise New Yearâs getaway!
2024 is set to be the year of chasing waterfalls. Kind of. Booking.comâs Travel Predictions 2024 research found that three quarters (76%)* of Canadian travellers agreed that being close to water instantly makes them feel more relaxed, and over a third (43%)* are interested in water-centric vacations in 2024. Beppu, Japan is home to the most natural springs in the country at more than 2,800 springs and nine types of water. Head to the âHells of Beppu,â a collection of eight spectacular geothermal springs with natural indulgences, like hot bubbling mud, and a geyser shooting off every 30 minutes.
A more relaxing and memorable New Yearâs getaway may be near impossible to find. Once you get there, the family-run Terrace Midoubaru is a locally authentic, luxury stay with its own secluded onsen. Each room in this adults-only, design-led inn comes with an open-air hot spring bath and private terrace, enveloped by breathtaking views. Beppuâs attractions are spread all across the city and are best explored by rental car or bus. A half hour drive from Beppu is Yufuin Station where you can book a private rickshaw experience to explore the sights of neighbouring Yufuin.
Booking.com is on a mission to make it easier for everyone to experience the world and in doing so, connects you with Travel Deals of 15% off or more all year round, an easily accessible Genius loyalty program, a responsive, itinerary-planning app, the widest selection of incredible places to stay with 28 million reported accommodation listings across more than 200 countries, and so much more.Â
Make this yearâs holiday gift giving easier and more exciting than ever with Booking.com. Embrace new experiences in 2024!
Digital travel leader Booking.com has teamed up with none other than the âQueen of Thanksgivingâ herself, Americaâs foremost lifestyle entrepreneur, television personality, and the ultimate host, Martha Stewart, to offer one pair of lucky fans a chance to book Martha Stewart’s Thanksgiving-Inspired Farm Stay, exclusively on Booking.com. The once-in-a-lifetime experience will take place at her iconic farm in Bedford, New York, from November 18 – 19, 2023 and will feature an itinerary fully curated by Martha to include some of her favorite fall activities, such as:
-A welcome tour of the Tenant House at Marthaâs Bedford farm where guests will be treated to their overnight stay
-A guided tour of the property by Marthaâs Head Gardener Ryan McCallister, during which guests will experience her Insta-famous chicken coop, gardens and stables
-A table setting and wreath-making demo with Executive Director of Design Kevin Sharkey, with his tips for how to make your Thanksgiving extra special
-Brunch with Martha herself, prepared by James Beard Award-Winning Chef Thomas Joseph
-Signed copies of Marthaâs prized cookbooks and other goodies to ensure guests are Thanksgiving ready
Spanning over 150 acres of perfectly manicured grounds in Westchester Countyâs charming town of Bedford, Marthaâs beautiful farm is the idyllic retreat for rest, relaxation and design inspiration at every turn. The entrepreneur restored the centuries-old property, which features her classic style throughout the buildingsâ pristine dĂŠcor. Marthaâs guests will enjoy tips and tricks from the hosting maven for holiday entertaining and setting the perfect table just like she does in the propertyâs stunning kitchen and dining areas. With three quarters (74%*) of Canadian travellers revealing that they feel more alive than ever when they are on vacation, this is the perfect getaway to experience a true never-even-dreamed-of core life memory.
âThanksgiving has always been one of my favorite holidays to celebrate, which is why Iâm excited to be Booking.comâs newest host and welcome guests to my Bedform farm for a Thanksgiving-inspired stay ahead of the big day,â says Martha Stewart. âIâm all about making it easier for everyone to celebrate lifeâs big moments, so I really appreciate how easy Booking.com made it to list my Tenant House on the site. Every year, my Thanksgiving holiday prep begins weeks before hosting my family in Bedford, so I canât wait to welcome the guests that book this experience to my fall-ready Tenant House on the farm and look forward to sharing my favorite Thanksgiving-inspired traditions during their stay.â
Martha Stewart’s Thanksgiving-Inspired Farm Stay will become bookable on a first-come, first served basis on November 16 at noon ET, for a stay taking place November 18 – 19, priced at only $11.23, in honor of U.S. Thanksgiving. In addition to the overnight stay and full itinerary curated by Martha, the experience will include airport transfer through Booking.com.
This amazing stay is just one of the vast vacation rental options Booking.com offers â from dreamy beach bungalows, treehouses and houseboats, to woodsy havens, lakeside cabins and high-end homes. Featuring approximately seven million vacation rental listings, and with 45% of new vacation rental listings receiving a booking within just a week of being live on the worldâs leading travel platform, Booking.com is well-versed in the art of happy âhosts,â and Martha Stewart is about to be one of them!
For more information on Booking.com and Martha Stewart’s Thanksgiving-Inspired Farm Stay, visit https://www.booking.com/hotel/us/martha-stewarts-thanksgiving-inspired-farm-stay.
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