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

Attending Amateur Tournaments While on Trips of One or More Nights

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A Profile Report — August 31, 2007
Executive summary

Over the last two years, 5.9% (13,082,310) of adult Americans attended an amateur tournament while on an out-of-town, overnight trip of one or more nights. More adult Americans attended a sports-related tournament (5.6%) than a non-sports-related tournament (0.8%) while on trips. One-half (51.4% or 6,728,338 adult Americans) of those who attended an amateur tournament while on a trip 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 attended amateur tournaments while on trips are more likely to be male, and to be either young (18 to 24 years of age) or middle-aged (45 to 54) with dependent children (18 and under) living at home. This segment has above-average levels of education (68.8% university degree or higher) and household incomes ($84,756). They are over-represented in Alaska and the West North Central and East South Central regions of the United States and in mid-sized and smaller communities (population less than 2 million).

Over the past two years, those who attended amateur tournaments while on trips traveled more often than the average U.S. Pleasure Traveler and they were somewhat more likely to have taken a trip to Canada (21.0% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they are over-represented among U.S. travelers to all Canadian provinces and territories.

Those who attended amateur tournaments while on trips were much more active in culture and entertainment activities and outdoor activities than the typical U.S. Pleasure Traveler. They were especially likely to attend major sporting events (e.g., professional sports, national & international events) and equestrian and western events, to exercise and jog and to play golf, games and individual sports and team sports while on trips. They also exhibit above-average interest in participatory outdoor attractions (e.g., participatory historical activities, agro-tourism) and theatrical and musical performances (e.g., high art performances, theatre, film and music festivals). In addition, they were more likely than average to take tours (e.g., sameday tours, casino tour) and cruises (e.g., sightseeing cruises). Their preferred types of accommodation were seaside, lakeside or riverside resorts and public campgrounds. Similar to other U.S. Pleasure Travelers, this segment seeks vacations that give them a break from their day-to-day environment and allows them to relieve stress.

Those who attended amateur tournaments while traveling were more likely than average to use the Internet to plan (80.5%) and book travel (60.5%). They can be effectively targeted through sports-related media, including sports magazines, television programs, all-sports radio stations and sports websites.