London Travel Agent Observes Major Shift in Winter Vacation Preferences
In a surprising development for the travel industry, a London, Ontario-based travel professional has reported a dramatic decline in bookings to Florida this winter season, with Caribbean destinations emerging as the clear favorite among local residents.
"Only Two Florida Flights Booked" This Season
Tammy Murray of Robert Q Travel Centre in London, Ontario, shared striking observations with CTV News London on January 27, 2026. "I've booked just two flights this winter to Florida," Murray revealed, highlighting what she describes as a significant departure from previous years' travel patterns.
The travel agent's comments point to a broader trend among Londoners who appear to be actively choosing Caribbean destinations over traditional American vacation spots. This shift represents a notable change in consumer behavior that could have implications for travel agencies and destination marketing organizations across Canada.
Factors Behind the Changing Travel Landscape
While Murray didn't specify the exact reasons for this preference shift, several factors could be influencing Londoners' vacation decisions:
- Climate considerations: Caribbean destinations typically offer more consistently warm weather during Canadian winter months
- Value perception: All-inclusive Caribbean resorts may provide better perceived value compared to Florida vacations
- Travel experience: The desire for more exotic or different vacation experiences beyond traditional U.S. destinations
- Economic factors: Changing travel budgets and spending priorities among Canadian consumers
Implications for the Travel Industry
This trend, if sustained, could signal a broader realignment in Canadian winter travel patterns. Travel agencies may need to adjust their marketing strategies and destination offerings to accommodate changing consumer preferences.
The shift away from Florida destinations is particularly noteworthy given the historical popularity of the Sunshine State among Canadian snowbirds and winter vacationers. Florida has long been a traditional destination for Canadians seeking respite from harsh winter conditions.
Murray's observations come at a time when the travel industry continues to navigate post-pandemic recovery and changing consumer behaviors. The preference for Caribbean destinations suggests that London, Ontario residents are seeking different types of winter getaways than in previous years.
As winter travel season progresses, it will be important to monitor whether this trend represents a temporary shift or a more permanent change in Canadian vacation preferences. Travel industry professionals across the country will likely be watching these developments closely as they plan for future seasons.
