Travel activities and motivations survey — Canadian travel market

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

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A Profile Report — November 14, 2007
Executive summary

Over the last two years, 17.7% (4,389,525) of adult Canadians participated in a wine, beer or food tasting while on an out-of-town, overnight trip of one or more nights. A tasting at a winery (12.4%) was most popular followed by a visit to a food processing plant (4.8%), a tasting at a brewery (4.5%) and a cooking or wine tasting course (2.7%). Participating in wine, beer or food tastings while on trips was the 7th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. However, this activity is usually not the main reason for travel as only 17.7% (776,895) reported that tastings were the main reason for taking at least one trip.

Those who participated in tastings are over-represented among those 55 to 64, and especially mature couples. This affluent activity segment is the 6th most likely to have a university degree (40.9%) and has the 3rd highest average household income ($81,964). They are over-represented in British Columbia, Quebec and Ontario.

Those who participated in a wine, beer or food tasting are more frequent long-haul travelers than most of the other 21 culture and entertainment activity types. They were the 7th most likely to have visited the United States (64.0%), the 6th most likely to have visited Mexico (17.6%), the 6th most likely to have taken a trip to the Caribbean (21.6%) and the 3rd most likely to have traveled overseas (36.6%) in the past two years. However, their regional domestic travel is generally average as they were only the 11th most likely to have taken a trip within their own province or region (90.5%) and the 13th most likely to have traveled to an adjacent province or region (56.2%). They were, however, the 5th most likely to have visited a non-adjacent province or region (42.8%).

Relative to the average Canadian Pleasure Traveler, those who participated in tastings while on trips were considerably active in cultural activities (e.g., high art performances, live theatre) and educational-experiential activities (e.g., participatory historical activities, science and technology exhibits). They were also quite active in outdoor activities including resort-based, water activities (e.g., sailing and surfing, fresh water scuba diving and snorkeling), sports (e.g., golf) and skiing (downhill skiing, cross-country skiing). They tend to stay at resorts and other accommodation that specializes in fine cuisine. They prefer vacations that offer novelty, intellectual stimulation and learning opportunities.

Those who participated in wine, beer and food tastings are among the heaviest users of the Internet to plan (73.7%) and book (51.8%) travel. They are also avid consumers of travel-related media. In addition to these channels, this segment may be effectively reached through lifestyle media (e.g., cooking shows, city lifestyle magazines), business, finance and investing magazines and news and current events programming.