Travel activities and motivations survey — Canadian travel market

Downhill Skiing and Snowboarding While on Trips of One or More Nights

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A Profile Report — October 26, 2007
Executive summary

Over the last two years, 10.9% (2,698,842) of adult Canadians went downhill skiing or snowboarding while on an out-of-town, overnight trip of one or more nights. Downhill skiing and snowboarding was the 9th most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Downhill skiing (9.2%) was almost three times more popular than snowboarding (3.2%). Over two-thirds of those who went skiing or snowboarding (68.2%, or 1,840,712 adult Canadians) reported that this activity was the main reason for taking at least one trip, a rate that is the highest of the 21 outdoor activity types.

Skiers and Snowboarders are somewhat more likely to be male (55.2%) and the youngest of the 21 outdoor activity types with an average age of 36.6 years. They are significantly over-represented among Young Singles, Young Couples and Mature Families (with teenaged children). Skiers and Snowboarders are arguably the most affluent of the 21 outdoor activity types. They are the second most likely to have a university education (44.1%) and have the highest average household income ($87,018) of any outdoor activity type. They are over-represented in Alberta and British Columbia.

Skiers and Snowboarders traveled extensively over the past two years. They were the most likely of the 21 outdoor activity types to have traveled to an adjacent province or region (64.6%), the 6th most likely to have taken a trip within their own province or region (93.9%) and the 7th most likely to have traveled to a non-adjacent province or region (39.6%) in the last two years. They were especially likely to have visited British Columbia, Alberta, Quebec, the Yukon, and the Northwest Territories. In terms of out-of-country travel, Skiers and Snowboarders were the 3rd most likely of the 21 outdoor activity types to have visited the United States (65.4%) and the 6th most likely to have visited Mexico (19.1%), the 8th most likely to have traveled to the Caribbean (21.9%).

Skiers and Snowboarders were very active in outdoor activities and culture and entertainment pursuits while they traveled. They were especially active in physically challenging and energetic outdoor pursuits (e.g., hiking, climbing and paddling; sailing and surfing, cross-country skiing and snowshoeing, cycling) and frequently attended sporting events, educational exhibits (e.g., science and technology exhibits) and live art performances (e.g., musical concerts, comedy festivals, high art performances).They prefer vacations that offer novelty, physical challenges and lots to see and do.

Skiers and Snowboarders are the heaviest users of the Internet to plan (79.0%) and book travel (54.6%). They can be most effectively targeted through travel-related media, sports-related media and popular-music radio stations and television programs.