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

Attending High Art Performances While on Trips of One or More Nights

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A Profile Report — July 4, 2007
Executive summary

Over the last two years, 8.5% (18,666,340) of adult Americans attended high art performances while on an out-of-town, overnight trip of one or more nights. The ballet and other dance performances (4.0%) and classical music concerts (3.9%) were the most popular high art performances attended, followed by jazz concerts (2.9%) and the opera (1.4%). 34.4% (6,414,298) of those attending high art performances reported that this activity was the main reason for taking at least one trip in the past two years.

Those who attend high art performances while on trips are slightly more likely to be female and are generally older than the average U.S. Pleasure Traveller. While most are married they are less likely than the average U.S. Pleasure Traveler to have dependent children living at home. Their level of education and household incomes ($89,351) are well above-average. They are over-represented in Alaska and the Pacific, Middle Atlantic, New England and Mountain regions of the United States. They are also over-represented in large cities.

Over the past two years, those who attended high art performances on trips traveled more frequently than the average U.S. Pleasure Traveler and they were much more likely to have taken a trip to Canada (27.3% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they are highly over-represented among U.S. visitors to all Canadian provinces and territories. As such, this relatively affluent segment is a prime target for Canadian tourism initiatives.

Those who attended high art performances were much more active than the average U.S. Pleasure Traveler in culture and entertainment activities (e.g., historical sites, museums & art galleries), outdoor activities (e.g., ocean activities), and tours and cruises (e.g., sameday tours, sightseeing cruises) while on trips. They tended to stay at seaside, lakeside or riverside resorts and exhibited particular interest in luxury accommodation and attractions that feature gourmet cuisine and fine wine (e.g., fine dining & spas, wine, beer & food tastings, inn or resort with gourmet restaurant, winery tour). High art performance attendees seek vacation experiences that are novel, intellectually stimulating and provide opportunities to learn (e.g., gain knowledge of history or other cultures & places).

The Internet is a very important tool for this segment. Most used the Internet for planning (78.0%) and booking (59.8%) travel. They are avid consumers of travel-related media but can also be reached through arts-related media (e.g., city lifestyle magazines, jazz or classical music radio) and current events media (e.g., newspapers, news radio, news websites).