Travel activities and motivations survey — Canadian travel market

Exercising and Jogging While on Trips of One or More Nights

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A Profile Report — October 20, 2007
Executive summary

Over the last two years, 11.8% (2,926,708) of adult Canadians exercised or jogged while on an out-of-town, overnight trip of one or more nights.  Exercising and jogging was the eighth most common outdoor activity undertaken by Canadian Pleasure Travelers while traveling in the past two years. Jogging or exercising outdoors (8.5%) was only slightly more popular than working out at a fitness centre (7.2%). Of those who exercised or jogged, only 13.5% (395,719) reported that this activity was the main reason for taking at least one trip. In fact, exercising and jogging is the least likely of the 21 outdoor activity types to be cited as the main reason for taking a trip.

Relative to the average Canadian Pleasure Traveler, Exercisers and Joggers are more likely to be young (18 to 35 years of age), single and female (55.6%). This is a relatively affluent segment with an above-average level of education (41.2% have a university degree; the 4th highest of the 21 outdoor segments) and above-average household incomes ($81,410; the 6th highest of the 21 outdoor segments). They are over-represented among residents of British Columbia and Alberta.

Those who exercised or jogged on trips were frequent travelers over the past two years. They were the fourth most likely to have visited Mexico (20.2%), the fifth most likely to have traveled to the United States (63.2%), the sixth most likely to have visited the Caribbean (24.0%) and the seventh most likely to have taken an overseas trip (44.5%). They were also the seventh most likely to have traveled to an adjacent province or region in Canada (59.4 %) the third most likely to have visited a non-adjacent province or region (59.4%), although 18th overall in terms of within province / region travel. They were especially likely to have traveled in Alberta and British Columbia.

Exercisers and Joggers pursued a wide range of energetic activities while on trips. Relative to the average Canadian Pleasure Traveler, they were especially likely to participate in high-energy, physically strenuous outdoor activities (e.g., cycling, skating, downhill skiing and snowboarding). They were also more likely to attend live art performance (e.g., high art performances, comedy clubs, musical concerts) and sporting events while traveling. They frequently took tours and cruises and were more likely than average to have stayed at resorts in the past two years. Not surprising, this segment prefers destinations that offer novelty, intellectual stimulation and physical challenge.

Exercisers and Joggers are heavy users of the Internet and the fourth most likely of the 21 outdoor activity types to have booked travel online (51.9%). They avidly consult travel websites and guidebooks and may also be effectively targeted through health and wellness media (e.g., health, fitness and wellness magazines) and music programming.