Travel activities and motivations survey — Canadian travel market

Golfing While on Trips of One or More Nights

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A Profile Report — October 3, 2007
Executive summary

Over the last two years, 13.6% (3,377,089) of adult Canadians played golf while on an out-of-town, overnight trip of one or more nights. This was the seventh most frequent outdoor activity type (of the 21 outdoor activity types) undertaken by Canadians while on trips. Of those who golfed, 31.0% (1,048,168) reported that golfing was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, Golfers are more likely to be male (65%), middle-aged (35 to 64), married and have dependent children under 18 living at home. This is a relatively affluent segment with an above-average level of education (66.3% have some post-secondary education) and the second highest household income ($86,733) of the 21 outdoor activity types. Golfers are over-represented in Saskatchewan, Alberta, Manitoba and Ontario.

Golfers traveled frequently during the past two years both within and outside of Canada. They were the most likely of the 21 outdoor activity types to have traveled to the United States (68.5%) and frequently took trips to the Caribbean (22.3% - 6th of the 21 outdoor activity types) and Mexico (19.1% - 7th of the 21 outdoor activity types). Almost all of them took a trip within Canada (97.3%) and especially within their own province/region (89.9%). Relative to the other activity types, Golfers were also especially likely to have taken trips to adjacent provinces/regions (60.3%- 5th of the 21 types) and to non-adjacent provinces/regions (40.5%- 4th of the 21 types).

Relative to the average Canadian Pleasure Traveler, Golfers were very active in outdoor activities while on trips, and especially competitive activities (e.g., games and individual sports, team sports) and high-energy sports (e.g., downhill skiing and snowboarding). Golfers were also much more likely to attend sporting events while on trips. They prefer luxury accommodation and are less likely to seek intellectual and cultural stimulation than entertainment activities such as visits to casinos, spas, comedy festivals and clubs and wineries. Similar to other Canadian Pleasure Travelers, they take vacations to get a break from their day-to-day environment, to relax and relieve stress, to enrich family relationships and to create lasting memories.

Relative to the other outdoor activity segments, Golfers were only slightly more likely to use the Internet to plan (69.8%) and book trips (46.6%) in the past two years. They are also more likely than average to obtain travel-related information from travel agents, automobile associations, electronic newsletters and trade, travel and sports shows. They can be targeted most effectively through sports-related media, travel-related media and business, finance and investing magazines.