Travel activities and motivations survey — Canadian travel market

Playing Team Sports 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, 8.5% (2,095,970) of adult Canadians played a team sport while on an out-of-town, overnight trip of one or more nights. Ice hockey (3.9%) was played most often, followed by baseball or softball (2.3%), soccer (1.7%), basketball (1.2%), curling (1.1%) and football (0.9%). Playing a team sport on a trip was the 12th most frequent outdoor activity type undertaken by Canadian Pleasure Travelers in the past two years. The majority of those who played a team sport (59.7%, or 1,251,296 adult Canadians) reported that this activity was the main reason for taking at least one trip.

Those who play team sports while on trips are primarily young (18 to 24), single and male, although this activity type is also over-represented among mature families (families with teenage children) perhaps reflecting parental involvement in a child's team sports activity. This activity segment is middle-class with an average level of education and household incomes s

Those who participated in team sports are less frequent travelers than the other outdoor activity types. They were the second least likely of the 21 outdoor activity types to have taken a trip within their own province or region (89.8%), the 12th most likely to have traveled to an adjacent province or region (56.8%) and the 15th most likely to have visited a non-adjacent province or region (35.4%). They were also less likely to take out-of-country trips in the last two years. Team sport players were the 7th most likely to have visited the United States (59.2%), the 13th most likely to have traveled to Mexico (15.4%) and the 17th most likely to have taken a trip to the Caribbean (15.4%).

Relative to the average Canadian Pleasure Traveler, Team Sport Players were more active in outdoor activities and entertainment activities while on trips. They were especially likely to play sports (e.g., sports and games, golfing) and to attend sports-related entertainment events while on trips. Team Sports Players were also much more likely than others to participate in physically challenging outdoor activities (e.g., downhill skiing and snowboarding). They were also more likely to visit theme parks and exhibits, to attend musical concerts, festivals and attractions and to attend comedy festivals and clubs. They look for vacation destinations that have lots of things to see and do for both adults and children.

Relative to the other outdoor activity types, Team Sport Players are below-average users of the Internet to plan (66.3%) and book (40.6%) travel. They are also below-average consumers of travel media. This segment can be most effectively targeted through sports-related media and popular music radio stations.