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

Ocean Activities While on Trips of One or More Nights

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A Profile Report — May 18 , 2007
Executive summary

Ocean Activities represent the most popular type of outdoor activity pursued on trips by U.S. Pleasure Travelers. Over the past two years, almost one-third of adult Americans (30.4% or 67,469,472) participated in an Ocean Activity while on an out-of-town, overnight trip of one or more nights. Sunbathing or sitting on a beach (22.3%) and swimming in the ocean (21.1%) were the most popular activities. Ocean snorkeling (8.1%) and ocean kayaking or canoeing (1.8%) were less popular. Ocean Activities were considered the main reason for taking at least one trip in the past two years by 42.3% (28,541,974) of those who participated in these activities.

Those who participated in Ocean Activities while on trips are slightly more likely to be female than male. The majority are 18 to 44 years of age, married, and they are more likely than the average U.S. Pleasure Traveler to have children under 18 living at home. This segment is relatively affluent with above-average levels of education and household incomes. They are over-represented in Alaska and the New England, Middle Atlantic and South Atlantic regions of the United States.

Those who participated in Ocean Activities on trips traveled more frequently than the average U.S. Pleasure Traveler, however, they were only slightly more likely to have taken a trip to Canada (17.4% versus 14.6%) with Ontario as the most common destination. They were somewhat over-represented among U.S. Pleasure Travelers to the eastern provinces (e.g., Newfoundland and Labrador, Nova Scotia, PEI, New Brunswick).

Those who participated in Ocean Activities while on trips were more likely than the average U.S. Pleasure Traveler to participate in a full range of other outdoor activities on trips and especially water-related activities (e.g., sailing and surfing, scuba diving). The stayed at a seaside resort most often in the past two years and they were also more likely than average to have stayed at a health spa and to have taken a Caribbean cruise. Their culture and entertainment pursuits highlight family-oriented activities (e.g., historical sites, theme parks and exhibits, fairs and festivals). Those who participated in Ocean Activities while on trips use vacations to relax and get a break from their day-to-day environment. They are more likely to consider it important that a destination has mid-ranged cost accommodation, Internet information and direct access by air.

The Internet is an important resource for researching, planning and booking travel for those who participated in Ocean Activities on a trip. They are also more likely than average to use a travel agent and guidebooks (e.g., Fodor's). This segment can be targeted most effectively through travel-related media (e.g., newspapers, websites, magazines, TV) and specialty magazines (e.g., fashion and beauty, city lifestyle).