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

Exercising and Jogging While on Trips of One or More Nights

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A Profile Report — February 21, 2007
Executive summary

Over the last two years, 10.9% (23,994,555) of adult Americans worked-out in a fitness center, or exercised or jogged outdoors (i.e., Exercising and Jogging), while on an out-of-town, overnight trip of one or more nights. Of these travelers, 14.1% reported that exercising or jogging was the main reason for taking at least one trip.

Compared to the average U.S. Pleasure Traveler, those who exercise or jog while on trips tend to be younger (18 to 44) and more affluent with higher household incomes and university education. They tend to reside in large cities and in the coastal U.S. states.

Those who exercised or jogged while on trips were more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (22.4% versus 14.6%). The most common destinations were Ontario, British Columbia and Quebec, however, this sector of the market is over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories making them a prime target for Canadian tourism.

Consistent with their relative affluence and youth, Exercisers / Joggers participate in a wide range of outdoor and cultural / entertainment activities while on trips. Relative to the average U.S. Pleasure Traveler, they are especially likely to participate in strenuous outdoor activities (e.g., cycling, cross-country skiing and snowshoeing, rollerblading and skateboarding). They are also more likely to attend national and international sporting events, amateur tournaments, theatre, film and music festivals, and high arts performances. These patterns reflect the fact that Exercisers / Joggers are more likely than the average U.S. Pleasure Traveler to take vacations to be physically challenged and energized, to learn about the culture and history of other places and to be intellectually stimulated.

Those who exercised or jogged while on trips were more likely than the average U.S. Pleasure Traveler to have stayed at seaside resorts, health spas, and wine tasting or cooking schools during the past two years. They were also more likely to have taken a cruise (e.g., ocean cruise, Great Lakes cruise) in the past two years.

Exercisers / Joggers tend to consult the Internet for travel information and most have booked travel online. The majority read the travel section of a weekend newspaper and visits travel-related websites. They are more likely than the average U.S. Pleasure Traveler to obtain travel information from email newsletters, guide books such as Fodor's, and newspaper or magazine articles. They are also more likely to read magazines about health, fitness and wellness. Therefore, these media are the most efficient by which to reach this segment.