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

Downhill skiing and snowboarding while on trips of one or more nights

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A Profile Report — March 9, 2007
Executive Summary

Over the last two years, 6.2% (13,702,969) of adult Americans went downhill skiing or snowboarding while on an out-of-town, overnight trip of one or more nights. More American travelers went downhill skiing (4.9%) than snowboarding (2.0%) while on a trip. A majority of Downhill Skiers and Snowboarders (71.1%, or 9,745,079) reported that this activity was the main reason for taking at least one trip.

Downhill Skiers and Snowboarders tend to be younger (18 to 34), single and male. They are more affluent than the average U.S. Pleasure Traveler with higher household incomes and post-graduate education. They are over-represented in Alaska, the Pacific Region, the Mountain Region and the New England Region of the United States, and are more likely to live in large urban centers with populations of 2 million or more.

Downhill Skiers and Snowboarders were more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (24.8% versus 14.6%). The most common destinations were Ontario, British Columbia and Quebec. However, relative to the average U.S. Pleasure Traveler, they were especially likely to have taken a trip to Quebec, British Columbia and Alberta during the past two years. As such, Downhill Skiers and Snowboarders are a prime target market for these provinces.

Downhill Skiers and Snowboarders tend to take vibrant, high-energy trips and participate in a wide array of outdoor activities and culture and entertainment pursuits. They were especially more likely than the average U.S. Pleasure Traveler to have participated in physically challenging outdoor activities while on trips, including both winter activities (e.g., extreme skiing, cross-country skiing and snowshoeing) and summer activities (e.g., extreme air sports, scuba and snorkelling). They were also more likely than the average U.S. Pleasure Traveler attend sporting events, theatre and comedy clubs, rock concerts, wine, beer and food tastings and to have gone recreational dancing when on trips. Downhill Skiers and Snowboarders seek vacation experiences that provide a break from their day-to-day environment, are physically challenging and energizing, and offer something new and different to see or do.

Almost all Downhill Skiers and Snowboarders consult the Internet for travel information and the majority (68.2%) have booked travel online. They are also more likely than the average U.S. Pleasure Traveler to obtain travel information from guide books such as Fodor's and electronic newsletters. Downhill Skiers and Snowboarders are also more likely than the average U.S. Pleasure Traveler to consume sports-related programming on television and the radio, in magazines and on websites. They tend to listen to modern / alternative rock and Top 40 / current hits radio. As such, these are likely to be the most effective media by which to reach this travel sector.