Travel activities and motivations survey — Canadian travel market

Horseback Riding While on Trips of One or More Nights

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A Profile Report — October 24, 2007
Executive summary

Over the last two years, 3.6% (904,309) of adult Canadians went horseback riding while on an out-of-town, overnight trip of one or more nights. Horseback riding was the 16th most common outdoor activity pursued by Canadian Pleasure Travelers during this time. More adult Canadians went horseback riding as a sameday excursion (3.5%) than as an overnight riding trip (0.3%). Of those who went horseback riding, only 19.8% (179,400) reported that this activity was the main reason for taking a trip. Therefore, most travelers typical include horseback riding as only one of many activities undertaken while on trips.

Horseback Riders are more likely to be female (57.7%) than any of the other 21 outdoor activity types. Horseback Riders are over-represented among Young Singles, Young Couples and Mature Singles. They are moderately affluent with a level of education (34.9% have a university degree) and household income ($77,800) that is somewhat above-average. They are especially over-represented in Alberta.

Horseback Riders were the 2nd most likely of the 21 outdoor activity types to have taken a trip to an adjacent province or region (61.8%). However, they were only the 14th most likely to have traveled within their own province or region (94.6%) and the 9th most likely to have traveled to a non-adjacent province or region (38.3%) in the past two years. They were more likely than average to have visited the western provinces and the northern territories. In terms of out-of-country travel, Horseback Riders were the second most likely to have taken a trip to the Caribbean (28.2%), the 9th most likely to have visited Mexico (18.5%) and the 6th most likely to have visited the United States (59.2%).

Relative to the average Canadian Pleasure Traveler, Horseback Riders were very active in both outdoor activities and culture and entertainment pursuits while on trips. They were especially likely to participate in physically strenuous outdoor activities while on trips (e.g., downhill skiing and snowboarding, cycling) as well as nature-based activities (e.g., wilderness activities, hiking, climbing and paddling, wilderness tours). They exhibit above-average interest in equestrian and western events and rodeos, but are also frequent patrons of literary and film festivals, live art performances and participatory cultural activities (e.g., aboriginal cultural experiences). They seek vacations that offer novelty, intellectual stimulation, physical stimulation and opportunities to relax and relieve stress.

Horseback Riders are among the heaviest users of the Internet to plan (77.6%) and book trips (54.2%). They are avid consumers of travel-related media and may also be effectively targeted through country and western and popular music media.