Travel activities and motivations survey — Canadian travel market

Ocean Activities While on Trips of One or More Nights

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A Profile Report — October 20, 2007
Executive summary

Over the last two years, 36.1% (8,951,385) of adult Canadians participated in ocean activities while on an out-of-town, overnight trips of one or more nights. Ocean activities were the most common outdoor activities pursued by Canadian Pleasure Travelers in the last two years. Sunbathing (30.5%) and swimming (21.4%) were the most popular activities, followed by snorkeling in the ocean (7.9%) and scuba diving in the ocean (2.1%). Of those who participated in ocean activities, 42.5% (3,806,110) reported that this activity was the main reason for taking at least one trip. Ocean activities were the sixth most common reason stated for taking at least one trip in the past two years.

Relative to the average Canadian Pleasure Traveler, those who participated in ocean activities while on trips are slightly more likely to be female (52.8%) and generally between 18 and 54 years of age. They were more likely to have dependent children (under 18) living at home. This is a moderately affluent segment with above-average levels of education (35.1% have a university degree) and household incomes ($80,025). They are over-represented in British Columbia, Quebec, Ontario and Alberta.

Those who participated in Ocean Activities have traveled frequently outside of Canada in the past two years. They were the 4th most likely of the 21 outdoor activity types to have taken a trip to the Caribbean (25.7%), the 5th most likely to have visited Mexico (20.0%) and the 8th most likely to have traveled to the United States (59.2%). By contrast, they were the least likely of the 21 outdoor segments to have traveled within their own province or region (89.5%), the 19th most likely to have visited an adjacent province or region (52.1%) and the 18th most likely to have visited a non-adjacent region (34.7%).

Relative to the average Canadian Pleasure Traveler, those who participated in ocean activities were especially active in water-related activities (e.g., freshwater scuba diving and snorkeling, sailing and surfing, boating and swimming). They were also more likely to visit spas, comedy festivals and clubs and music concerts, festivals and fairs. They were much more likely than the average Canadian Pleasure Traveler to have stayed at a seaside resort and to have taken a Caribbean Ocean cruise. They seek vacations that offer an opportunity to relax and relieve stress, create lasting memories and strengthen family relationships.

Those who participated in ocean activities on trips are above-average users of the Internet to plan (71.5%) and book travel (47.1%). They are avid consumers of travel media and may also be effectively targeted effectively through popular entertainment media (e.g., entertainment/music magazines and websites, Top 40/Current hits radio) and magazines focusing on city lifestyles, fashion and beauty.