Travel activities and motivations survey — U.S. Travel Market

Horseback Riding While on Trips of One or More Nights

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A Profile Report — April 25, 2007
Executive summary

Over the last two years, 4.7% (10,506,278) of adult Americans went horseback riding while on an out-of-town, overnight trip of one or more nights. More adult Americans went on a sameday horseback riding excursion (4.6%) than went horseback riding with an overnight stop (0.6%). 24.7% of the Horseback Riders (2,590,739) reported that horseback riding was the main reason for taking at least one trip.

Unlike most other outdoor activity types, Horseback Riders are more likely to be female than male. The majority of horseback Riders range in age from 18 to 54 and they are typically married. They are more likely than the average U.S. Pleasure Traveler to have children under 18 living at home. They are very affluent with above-average household incomes and advanced university or post-graduate education. They are over-represented in Alaska and the Pacific, Mountain and East North Central regions of the United States.

Horseback Riders 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, Horse-Back Riders were over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories.

Horseback Riders were extremely active when on trips during the past two years. They were much more likely than the average U.S. Pleasure Traveler to participate in outdoor activities when on trips, and especially equestrian and nature-oriented activities. They exhibit particular interest in wildlife viewing, and hiking, climbing and paddling. They were also more likely than the average U.S. Pleasure Traveler to attend equestrian and western events, garden theme attractions and participate in agro-tourism. Wilderness tours and air tours in airplane or helicopter were also especially popular activities for this segment. Relative to the average U.S. Pleasure Traveler, Horseback Riders were more likely to have stayed at seaside resorts, public campgrounds, farm or guest ranches, ski or mountain resorts, and wilderness lodges.

Horseback Riders are most likely to consult the Internet when planning a trip and the majority (61.9%) have booked travel online. Horseback Riders are more likely than the average U.S. Pleasure Traveler to read the travel section of weekend newspapers and travel magazines, to watch travel-related television programs and to visit travel-related websites. They are also more likely than the average U.S. Pleasure Traveler to watch science and nature television programs and to read science and geography magazines.