Travel activities and motivations survey — Canadian travel market

Attending High Art Performances While on Trips of One or More Nights

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A Profile Report — November 6, 2007
Executive summary

Over the last two years, 8.2% (2,023,840) of adult Canadians attended a high art performance while on an out-of-town, overnight trip of one or more nights. Overall, 4.5% of adult Canadians attended a ballet or other dance performance, 4.5% attended a classical or symphony music concert and 1.8% attended the opera. Attending a high arts performance while on trips was the 15th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who attended a high art performance, 32.0% (648,399) reported that this activity was the main reason for taking at least one trip.

Those who attended high art performances while on trips are more likely to be female (60.4%) and either younger (18 to 24) or older (55 plus) than the average Canadian Pleasure Traveler. While the majority are married, this activity segment is over-represented among singles and households without dependent children (less than 18) living at home. They are the second best-educated activity segment (45.9% university degree) and their household incomes are above-average ($77,969). They are over-represented among Canadian Pleasure Travelers living in Quebec and Ontario.

High Art Performance Attendees are more frequent out-of-country travelers than the majority of the other activity types. They were the 3rd most likely of the 21 culture and entertainment types to have visited the United States (64.9%), the 3rd most likely to have taken a trip to the Caribbean (25.2%) and the 2nd most likely to have traveled overseas (46.1%). However, their domestic travel is average as they were only the 14th most likely to have taken a trip within their own province or region (89.8%), the 8th most likely to have traveled to an adjacent province or region (57.3%) and the 10th most likely to have visited a non-adjacent province or region (38.9%).

Those who attended high art performances while on trips were much more likely than the average Canadian Pleasure Traveler to patronize live-art performances, both while traveling and at home. They are also quite active in outdoor activities (e.g., cross-country skiing and snowshoeing, sailing and surfing). They frequently take tours and cruises and most often stay in resorts or accommodation that specializes in fine cuisine. They prefer vacations that offer intellectual stimulation, novelty and opportunities to learn.

This segment is a heavy user of the Internet to plan (71.2%) and book (51.1%) travel. They avidly consume travel-related media and may also be effectively targeted through classical music, jazz and multicultural radio stations, business, finance and investing magazines, science and geography magazines and news and current events media.