Travel activities and motivations survey — Canadian travel market

Attending Comedy Clubs and Comedy Festivals While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — December 7, 2007
Executive summary

Over the last two years, 7.5% of adult Canadians (1,869,991) attended a comedy club or comedy festival while on an out-of-town, overnight trip of one or more nights. Stand-up comedy clubs or other variety shows (7.1%) were attended much more often on trips than comedy festivals (1.3%). Attending a comedy club or comedy festival while on a trip was the 16th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, attending a comedy club or festival is typically not the main reason for travel as only 25.0% (466,972) reported that this activity was the main reason for taking at least one trip in the last two years.

Those who attended comedy clubs and comedy festivals while on trips are over-represented among those 18 to 24 and Singles, but they are well-represented across the age spectrum. Mature Couples are especially over-represented in this activity segment. They are less well-educated than the other culture and entertainment activity types and the 18th most likely to have a university degree (31.9%). However, they have the 7th highest household income ($78,642). They are also highly over-represented in Quebec.

Relative to the other culture and entertainment activity types, those who attended a comedy club or festival are more likely to be longer-haul, sun destination travelers. They were the most likely of the 21 culture and entertainment activity types to have traveled to the Caribbean (28.5%) and the second most likely to have visited Mexico (19.0%) in the last two years. They were also the 8th most likely to have traveled to the United States (61.2%) and the 11th most likely to have taken an overseas trip. However, in terms of domestic travel, they were the 8th most likely to have taken a trip within their own province or region (90.7%), the 19th most likely to have traveled to an adjacent province or region (52.2%) and the 18th most likely to have visited a non-adjacent province or region (34.9%) in the past two years.

Those who attended comedy clubs and festivals enjoy entertainment and were much more likely than others to have attended festivals, live art performances and sporting events while on trips. They were also very active in outdoor activities while traveling including resort-based, water activities (e.g., snorkelling), fitness activities (exercise and jogging) and skiing. They tend to stay at seaside resorts and prefer vacations that allow them to relax and be pampered, to be entertained and to have lots to see and do.

The majority in this activity segment use travel agents and they are average users of the Internet to plan (69.5%) and book (44.5%) travel. However, they are also above-average users of the travel media. They may also be effectively targeted through comedy television programming, city lifestyle magazines and Top 40 / current hits radio stations.