Travel activities and motivations survey — U.S. travel market

Visiting Casinos, Theatre and Comedy Clubs While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — July 25, 2007
Executive summary

Over the last two years, 35.1% (77,456,942) of adult Americans went to a casino, live theatre or comedy club while on an out-of-town, overnight trip of one or more nights. Visiting a casino (27.2%) was the most popular activity, followed by attending a live theatre performance (10.3%), attending a comedy club or a variety show performance (8.5%), and attending a dinner theatre performance (4.9%). 39.1% (30,258,934) of those who went to a casino, a live theatre performance or a comedy club reported that this activity was the main reason for taking at least one trip in the last two years.

Relative to the average U.S. Pleasure Traveler, those who went to a casino, live theatre performance or comedy club while traveling tend to be older, married and without dependent children at home. They have an above-average level of education and above-average household incomes ($81,201). They are over-represented in the Pacific, Middle Atlantic and Mountain regions and tend to live in large cities (2 million or more).

Over the past two years, this segment traveled more frequently than the average U.S. Pleasure Traveler and they were somewhat more likely to have taken a trip to Canada (19.6% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec although they were over-represented among U.S. visitors to all Canadian provinces and territories making this a good secondary target market (although not a prime target) for Canadian tourism initiatives.

Travelers who went to casinos, live theatre and comedy clubs were more likely than the typical U.S. Pleasure Traveler to have pursued a wide variety of culture and entertainment activities while on trips. Relative to the average U.S. Pleasure Traveler they were especially likely to attend high art performances and theatre, film and music festivals. They were also more likely to take tours and cruises, and especially ocean cruises (which often have casinos and other forms of live entertainment). They stayed most often at a seaside resort and exhibit particular interest in fine cuisine (e.g., country inn or resort with gourmet dining). They look for vacations which offer mid-priced or luxury accommodation, lots to see and do and an opportunity to be pampered. They are likely to more responsive to travel packages than the average U.S. Pleasure Traveler.

Most in this segment have used the Internet to plan (75.8%) and book (56.9%) vacations in the past two years. They are avid consumers of travel-related media (travel sections of weekend, travel magazines, websites, television shows) and they can also be targeted effectively through magazines that focus on city lifestyles as well as business, finance and investing.