Travel Activities and Motivations Survey

Interest in Wine and Cuisine

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A Market Segment Analysis Based on the Travel Activities and Motivations Survey (TAMS 2006)

The Canadian Market

July 2007
Executive summary

EXECUTIVE SUMMARY Pursuing activities associated with wine and cuisine was one of the most important travel experiences that Canadian travellers sought while on trips. In 2004 and 2005, 15.4 million Canadians participated in at least one type of activity associated with wine and cuisine while on an out-of-town overnight trip. This represents 74% of all adult Canadian travellers. Of those wine and cuisine participants, 16% (or 2.5 million) reported that participating in such activities was a trip motivator (main reason) for taking at least one trip. Dining in restaurants offering local ingredients and recipes and going to local outdoor cafés were the most common types of wine and cuisine-related activities.

Fifteen types of wine and cuisine activities, as shown in the table below, were included in the analysis. Depending on the degree to which travellers engaged in such activities, this report groups the Canadian travellers into three segments: high interest, moderate interest, and low (or no) interest.

Wine and Cuisine-related Activities

  • Visited wineries for day visits and tasting
  • Visited breweries for day visits and tasting
  • Stayed at a wine tasting school
  • Stayed at a Country Inn with gourmet restaurant
  • Same-day tour to winery/wineries
  • Attended food/drink festivals
  • Participated in cooking/wine tasting courses
  • Aboriginal cuisine (tasted or sampled)
  • Dining - local ingredients and recipes
  • Dining - high-end international reputation
  • Dining - other high-end restaurants
  • Dining at a farm
  • Went to local outdoor cafes
  • Visited food processing plants
  • Stayed at a cooking school

37% (or 7.7 million) of Canadian travellers were Wine and Cuisine Enthusiasts, exhibiting either moderate or high interest in wine and cuisine-associated activities while on trip in the past two years. Wine and Cuisine Enthusiasts were more likely to be from larger urban areas with more affluent populations. Interest in wine and cuisine-related activities was highest in British Columbia, followed by Quebec, Alberta, and Ontario. Relative to other provinces, Atlantic Provinces exhibited the lowest interest in wine and cuisine-related activities.

There were strong associations between interest in wine and cuisine and levels of education and household income. Travellers holding a university degree and having household income over $80,000 were more likely to be interested in wine and cuisine.

Mature (35-64 years old) couples and families (those with kids) were more likely to be interested in wine and cuisine-related activities. Young couples (less than 35 years old) and senior couples (over 64 years old), though to a lesser extent, were also actively engaged in activities associated with wine and cuisine.

Wine and Cuisine Enthusiasts were frequent travellers, taking an average of 4.1 trips between 2004 and 2005 versus 3.2 trips for other Canadian travellers. Compared to other travellers, Wine and Cuisine Enthusiasts on average took more vacations in Canada, and substantially more vacations to U.S. and overseas countries.

Similar to other travellers, Wine and cuisine Enthusiasts travelled to relax and relieve stress, to get a break from their day-to-day environment, and to create lasting memories. However, they were considerably more likely to seek out vacation experiences that would allow them to enrich their perspective on life, to gain knowledge of history and different cultures, and to stimulate their mind. Wine and Cuisine Enthusiasts were very active while on trips in 2004 or 2005. They were considerably more likely than other travellers to participate in a variety of activities associated with outdoor, cultural and entertainment experiences. They were particularly interested in such outdoor activities as fitness exercises, cycling as a same-day excursion, cross-country skiing, snowshoeing, and wildlife viewing. They were also more like to have participated in or sought out activities related to agri-tourism, historic sites, museums and art galleries, and high art performances. Relative to other travellers, Wine and Cuisine Enthusiasts had a higher tendency to consult a large number of information sources when they were planning trips. Using the internet (78%), taking advices from friends and relatives (61%), and considering their own past experiences (58%) were the most popular information sources. They were also more likely to read the travel section of daily and weekend newspapers than other Canadian travellers.