Travel activities and motivations survey — Canadian travel market

Visiting Casinos While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — November 24, 2007
Executive summary

Over the last two years, 19.3% (4,777,777) of adult Canadians visited a casino while on an out-of-town, overnight trip of one or more nights. Visiting a casino while on trips was the 6th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who visited casinos, 23.3% (1,114,500) reported that this activity was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, Casino Visitors are more likely to be 45 years of age or older, married and without dependent children (less than 18 years of age) living at home. They are the second least likely of the 21 culture and entertainment activity types to have a university education (26.8%) and their household incomes are slightly above-average ($76,328). They are over-represented in Ontario and Saskatchewan.

Casino Visitors are more frequent out-of-country travelers than the majority of the other culture and entertainment activity types. They were the 6th most likely of the 21 culture and entertainment activity types to have visited the United States (64.1%), the 7th most likely to have visited Mexico (16.8%) and the 5th most likely to have taken a trip to the Caribbean (22.1%) in the past two years. However, their domestic travel is below-average. They were only the 19th most likely to have taken a trip within their own province or region (87.3%), the18th most likely to have traveled to an adjacent province or region (52.2%) and the second least likely of the 21 culture and entertainment activity types to have visited a non-adjacent province or region (34.3%) in the past two years.

Casino Visitors were more likely than other Canadian Pleasure Travelers to attend sporting events (e.g., professional sports events, equestrian and western events, national and international sports events) and to take in live entertainment (comedy clubs, live theatre, musical concerts) while on trips. They also enjoy playing competitive sports (e.g., golfing, sports and games) and are more likely than others to visit spas. They were also more likely to have taken ocean or freshwater cruises during the past two years. They prefer vacations that are relaxing, relieve stress, entertain them and allow them to be pampered.

Relative to the other culture and entertainment activity types, Casino Visitors are less likely to use the Internet to plan (64.8%) and book (42.0%) travel. However, they are above-average users of travel-related media (including newspaper sections, magazines, television, websites) and travel agents and responsive to vacation packages. They may be targeted most effectively through sports-related media (e.g., pro-sports magazines, sports on television, all-sports radio, sports websites) and through games websites.