Travel activities and motivations survey — Canadian travel market

Playing Sports and Games While on Trips of One or More Nights

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A Profile Report — November 2, 2007
Executive summary

Over the last two years, 16.9% (4,188,171) of adult Canadians played sports and games while on an out-of-town, overnight trip of one or more nights. Mini-golf (9.4%) and board games (4.8%) were the most popular, followed by bowling (2.9%), beach volleyball (2.8%), tennis (2.0%), volleyball (1.9%) and badminton (1.5%). Playing sports and games on trips was the 6th most frequent outdoor activity type undertaken by Canadian Pleasure Travelers in the past two years. Playing a sport or game on a trip is usually not the main purpose for travel, as only 13.9% (581,786 adult Canadians) reported that this activity was the main reason for taking at least one trip in the past two years.

Sports and Games Players are similar to the average Canadian Pleasure Traveler in terms of gender and education. However, this segment is somewhat younger (68.3% 18 to 44 years of age) and over-represented among young singles and families (children under 18 at home). Their household income ($77,117) is slightly above-average. They are over-represented in Saskatchewan, Alberta, Manitoba and Ontario.

Those who played sports and games while on trips are less frequent travelers than the other outdoor activity types. They were the 17th most likely of the 21 outdoor activity types to have taken a trip within their own province or region (91.0%), the 15th most likely to have traveled to an adjacent province or region (55.6%) and the 16th most likely to have visited a non-adjacent province or region (35.1%). Their out-of-country travel is average relative to other outdoor activity types. They were the 13th most likely to have visited the United States (56.8%), the 10th most likely to have traveled to Mexico (15.8%) and the 9th most likely to have taken a trip to the Caribbean (19.1%).

Sports and Games Players are very active in both outdoor activities and entertainment pursuits while on trips. They were especially active in family-oriented outdoor activities (e.g., skating, horseback riding, team sports) and more likely to attend sporting events, comedy festivals and clubs and concerts and musical festivals and musical attractions. They were also more likely to take part in participatory, educational activities (e.g., agro-tourism, aboriginal cultural experiences) which often appeal more to families. This segment seeks vacations that are relaxing, create lasting memories, enrich family relations and have lots of things for both adults and for children to see and do.

Relative to the other outdoor activity types, those who played sports and games on trips are average users of the Internet to plan (69.8%) and book (44.8%) travel. However, they are below-average users of travel-media and can be more effectively targeted through sports and game media (e.g., game websites), family and parenting (e.g., magazines) and popular radio and television (e.g., contemporary radio, reality TV).