Travel activities and motivations survey — U.S. travel market

Wine, Beer and Food Tastings While on Trips of One or More Nights

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A Profile Report — July 4, 2007
Executive summary

Over the last two years, 17.7% (39,091,123) of adult Americans participated in wine, beer and food tastings while on an out-of-town, overnight trip of one or more nights. Going to a winery for a day visit and tasting was clearly the most popular activity (12.3%), followed by going to a brewery for a day visit and tasting (6.0%), visiting a food processing factory such as a cheese factory (4.3%), and taking a cooking or wine tasting course (3.2%). 21.3% (8,311,469) of those participating in tastings reported that this activity was the main reason for taking at least one trip in the past two years.

Relative to the average U.S. Pleasure Traveler, those who participated in tastings while on trips are more likely to be older (45 years of age or more), married, and without dependent children (18 and younger) living at home. This is a relatively affluent segment with above-average education and household income ($89,722). They are overrepresented in the Pacific Region of the United States as well as in large cities.

Over the past two years, those who participated in tastings on trips traveled more frequently than the average U.S. Pleasure Traveler and they were more likely to have taken a trip to Canada (25.1% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however they are well over-represented among U.S. visitors to all Canadian provinces and territories, making this segment a prime target for Canadian tourism initiatives.

Travelers who participated in tastings were much more active during their trips than the average U.S. Pleasure Traveler. For example, they were twice as likely to attend high art performances and much more likely to participate in both strenuous (e.g., skiing) and more leisurely outdoor pursuits (e.g., horseback riding). In addition to touring wineries, they were much more likely than the average U.S. Pleasure Traveler to have taken other types of tours (e.g., overnight tour) and cruises (e.g., sightseeing cruise). In addition to staying at wine tasting and cooking schools, they were also more likely than average to stay at resorts (e.g., seaside resort, inn or resort with gourmet restaurant) and health spas. They seek destinations that are novel, intellectually stimulating, offer excellent cuisine and provide opportunities to learn. However, as experienced travelers, they also exhibit an above-average interest in discount vacation packages.

Most of those who participated in tastings while on trips frequently used the Internet to plan (79.7%) and book trips (60.7%) in the past two years. They are avid consumers of travel-related media and can also be targeted effectively through media related to cuisine (e.g., food & cooking magazines and television shows) and ‘house & home' (e.g., home & garden television shows, house & home websites).