Buy a home or travel? Quebecers are reconsidering what ‘success' means

CTV News

4 days ago

Back in the day, the 'dream' was to find a good job, start a family, adopt a dog and live in a beautiful house with a white picket fence.
But times have since changed, Noovo Info has found, along with our ambitions and what we consider 'successful.'
According to a study by Arlington Research, conducted in March 2025 on behalf of FlightHub, Quebecers are increasingly associating success with life experiences and, in particular, travel.
The Montreal-based travel agency reports that 58 per cent of Quebecers surveyed consider travel to be an important life achievement, ahead of home ownership (53 per cent) and having a high income (41 per cent).
'Quebecers' financial priorities oscillate between material goods and life experiences,' explains FlightHub. 'While 71 per cent say that saving for retirement is a priority, a large number of respondents say they are prepared to adjust their spending to be able to travel.'
The desire to travel is so strong among Quebecers that just over half of respondents say they are prepared to use funds originally earmarked for material purchases to finance a trip.
For example, before cutting back on travel, Quebecers say they would first cut back on eating out (65 per cent), entertainment (51 per cent) and buying gifts (50 per cent).
FlightHub adds that for 35 per cent of Quebecers, 'travel is a necessity that constitutes an essential part of their daily lives, which they could not do without.'
travel
A globe in a hand. (Porapak Apichodilok/pexels.com)
Redefining 'successful' life
Across the country, the survey finds that life goals and financial priorities have changed over time, often swinging between buying a home, succeeding professionally and travelling, depending on the different generations.
The Arlington Research survey reveals that travel now rivals the purchase of a property as a key life stage on the national scale.
'While career or property goals remain strong symbols of success, the survey highlights that many now associate success with life experiences, particularly when it comes to travel,' explains Henri Chelhot, CEO of FlightHub.
According to the survey, 60 per cent of Canadians consider travel to be a life achievement, slightly ahead of home ownership (58 per cent), high income (44 per cent), having children (41 per cent) and professional development (38 per cent).
Of the group, 54 per cent of respondents said they were already homeowners, while 30 per cent said they are saving, and 14 per cent said they have no intention of buying a home.
'However, 61 per cent of those surveyed said that if property was more affordable, they would choose home ownership over travel,' found FlightHub.
travel
Pins in a map. (Catarina Sousa/pexels.com)
Financial reality
While travel is becoming an increasingly important part of Canadians' lives, the fact remains that financial reality can sometimes put the brakes on any adventurous plans.
The FlightHub survey suggests that in 2025, Canadians' financial priorities were saving for retirement (70 per cent), buying property (66 per cent), paying off debts (62 per cent), travelling (58 per cent) and buying a car (32 per cent).
All the same, a large proportion of Canadians ranked travel as the fourth expense to be cut to make ends meet.
An additional 41 per cent of respondents ranked it among the top three expenses to cut, and only 18 per cent put it as the first.
Like Quebecers, Canadians say they would first cut back on eating out (62 per cent), entertainment (58 per cent) and buying gifts (46 per cent) before touching their travel budget.
Around 62 per cent of Canadians say they would be prepared to use funds earmarked for certain material purchases, such as clothing, electronics or furniture, to finance a trip.
'For 32 per cent of Canadian respondents, travel is a necessity and an essential part of their daily lives that they could not do without,' explains FlightHub. 'For 46 per cent of them, it is more of a luxury, while 22 per cent consider it to be a pleasant 'extra,' but not essential.'
travel
A couple on a scooter. (Ajay Donga/pexels.com)
Generational differences
According to an Alliance de l'industrie touristique du Québec survey, conducted in mid-February, there are also generational differences when it comes to perceptions of travel.
According to the survey, Millennials, Generation X and Baby Boomers are more inclined to view travel as a necessity and a factor of success and personal fulfilment, meaning they're more likely to prioritize it over material goods.
'These generations also have a higher average annual income and are more likely to be homeowners,' the survey finds.
'On the other hand, Generation Z, whose incomes are generally under $100,000, continue to pay off debts, rent their homes and save to buy property,' adds FlightHub.
The company notes that Gen Z is also more likely to 'prioritize property purchases over travel if it were more affordable,' and they place greater importance on material purchases.
'In the light of generational realities and individual financial means, it is interesting to see a strong interest in investing in experiences, despite economic uncertainties,' said Chelhot. 'At a time when Canadians are showing a growing interest in travel, this survey reminds the industry of the importance of mobilizing collectively to offer accessible travel options adapted to all budgets, particularly to the younger generations.'
The survey, conducted by Arlington Research, was carried out between March 12 and 17, 2025, among a sample of 1,500 Canadians who have flown for business or pleasure in the past two years.
By comparison, a survey of this size would have a margin of error of ±/- three per cent at a 95 per cent confidence level.