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

Visiting Garden Theme Attractions While on Trips of One or More Nights

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A Profile Report — December 5, 2007
Executive summary

Over the last two years, 10.5% (23,307,038) of adult Americans visited garden theme attractions while on an out-of-town, overnight trip of one or more nights. More adult Americans visited botanical gardens (9.1%) than visited garden theme parks (3.2%) while on trips. 20.6% (4,804,719) of those who visited garden theme attractions reported that this activity was the main reason for taking at least one trip in the past two years.

Those who visited garden theme attractions while on trips are slightly more likely to be female than male. Relative to the average U.S. Pleasure Traveler, they are more likely to be older (58.3% 45 or older) and married without dependent children (18 and younger) living at home. They tend to be well-educated (68.2% university degree or higher) with above-average household incomes ($83,478). They are over-represented in Alaska and the Pacific and Middle Atlantic regions of the United States as well as in large cities.

Over the past two years, those who visited garden theme attractions while on trips traveled more frequently than the average U.S. Pleasure Traveler and they were almost twice as likely to have taken a trip to Canada (28.5% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they were over-represented among U.S. visitors to all Canadian provinces and territories. This segment is a prime target market for Canadian tourism initiatives.

Those who visited garden theme attractions while on trips were much more active than the average U.S. Pleasure Traveler in culture and entertainment activities. They were especially more likely to have visited attractions with an educational theme (e.g., science & technology exhibits, aboriginal cultural experiences, archaeological digs), but also enjoy high art performances and fine cuisine. They were also quite active in outdoor activities while traveling including nature-oriented sightseeing (e.g., wildlife viewing) and more strenuous physical activities (e.g., sailing & surfing, cycling). They were much more likely than average to have taken a wide variety of tours and cruises in the past two years. Not surprisingly, this segment seeks vacation destinations that offer novelty, intellectual stimulation, cultural distinctiveness and opportunities to learn.

Those who visited garden theme attractions while traveling were more likely than average to use the Internet to plan (79.3%) and book travel (60.6%) in the past two years. They are avid consumers of travel-related media, however they can also be targeted effectively through media that focuses on home and gardens and natural science as well as radio stations that offer classical, multicultural or jazz music.