Travel activities and motivations survey — Canadian travel market

Attending Professional Sporting Events While on Trips of One or More Nights

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A Profile Report — November 8, 2007
Executive summary

Over the last two years, 11.7% (2,889,472) of adult Canadians attended a professional sporting event while on an out-of-town, overnight trip of one or more nights. Hockey games (7.1%) were the most popular sports event, followed by baseball games (4.0%), basketball games (2.5%), football games (1.1%), soccer games (0.7%) and golf tournaments (0.7%). Attending a professional sporting event while on trips was the 12th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who attended a professional sporting event, 42.3% (1,223,336) reported that this activity was the main reason for taking at least one trip. This activity was the third most frequently mentioned reason for taking a trip.

Those who attended professional sports events while on trips are more likely to be male (62.2%) and over-represented among young singles and young couples. Their level of education is only slightly above-average (33.7% have a university degree). However, they have the 3rd highest average household income ($81,945) of the 21 culture and entertainment types. They are over-represented in Saskatchewan and Alberta.

Those who attended professional sports events on trips are more frequent travelers than the majority of the other culture and entertainment activity types. They were the 6th most likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (91.4%), the 6th most likely to have traveled to an adjacent province or region (60.0%) and the 12th most likely to have visited a non-adjacent province or region (38.3%) in the past two years. Their out-of-country travel is also above-average. They were the most likely to have visited the United States (67.5%), the 5th most likely to have visited Mexico (17.9%), the 10th most likely to have taken a trip to the Caribbean (17.7%), but only the 15th most likely to have traveled overseas (26.7%).

Those who attended professional sports events were very active in a wide range of sports activities while on trips. In addition to attending other sports events (e.g., amateur tournaments), they were more than twice as likely as the average Canadian Pleasure Traveler to play sports (e.g., playing golf, playing team sports). They were also much more likely to participate in a wide range of entertainment activities (e.g., musical concerts, festivals and attractions; casinos), and, to a lesser extent, cultural activities (e.g., live theatre). They prefer active vacations which offer novelty and physically challenge.

This segment is an above-average user of the Internet to plan (71.0%) and book (47.8%) travel. They are also above-average consumers all travel media. However, those who attend professional sports events while on trips can be most effectively reached through sports media.