Travel activities and motivations survey — U.S. Travel Market

U.S. Travelers to the Atlantic Region

Full report available in pdf format

A Profile Report — January 29, 2008

Executive summary

Over the last two years, 1.4% of adult Americans (3,154,797) took an overnight pleasure trip to the Atlantic Region. This represents 1.9% of the U.S. Pleasure Travelers. In the past two years, the Atlantic Region was the fourth most frequently visited Canadian destination by U.S. Pleasure Travelers (behind Ontario, British Columbia and Quebec).

Those who visited the Atlantic Region are most likely to live in Maine and other New England states. They also tend to be over-represented among those living in large cities. They are frequent travelers and much more likely than other U.S. Pleasure Travelers to have traveled to all Canada destinations, and especially Ontario and Quebec.

Those who visited the Atlantic Region are predominantly married (77.9%) and older than the average U.S. Pleasure Traveler. They are also more likely than the average U.S. Pleasure Traveler to have a post-graduate degree and report above-average household incomes. Accordingly, travelers to the Atlantic Region are over-represented among affluent, mature couples: one of the most sought after sectors of the travel market.

Those who visited the Atlantic Region were more likely than the average U.S. Pleasure Traveler to have engaged in educational activities (e.g., historical sites, museums and galleries) and attended cultural events (e.g., high art performances; theatre, film and music festivals) while on trips. They were also very active in outdoor activities and in particular resort-based water activities (e.g., ocean activities, sailing), cross-country skiing and fitness activities. They were much more likely than average to have taken tours and cruises in the last two years and especially ocean and freshwater cruises, multi-location, organized tours and tours of wineries, factories and casinos. They tend to stay at resorts (e.g., seaside and lake / riverside resorts) and were especially attracted to activities and accommodation involving fine cuisine (e.g., wine, beer and food tastings; stays at inns or resorts with gourmet food).

Those who visited the Atlantic Region seek vacations that offer novelty, opportunities to learn and intellectual stimulation. They exhibit a particular interest in learning about the history and culture of different destinations. This suggests that the Atlantic Region should promote its distinctive history and culture to attract the American market.

Those who visited the Atlantic Region are average users of the Internet to plan (76.7%) and book travel (59.3%). However, they are above-average consumers of travel media. They may also be targeted effectively though educational, history programs (e.g., biography, history television), news media (e.g., all-news / talk / information radio, news / current affairs television) and classical music radio stations.