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

Motorcycling While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — June 27 2007
Executive summary

Over the last two years, 2.4% (5,213,401) of adult Americans went motorcycling while on an out-of-town, overnight trip of one or more nights. Motorcycling was more popular as a sameday excursion (2.1%) than as an overnight touring trip (1.1%). The majority of Motorcyclists (55.8% or 2,909,875) reported that motorcycling was the main reason for taking at least one trip in the past two years.

Motorcyclists are typically males between 35 and 54 years of age. Most are married and they are more likely than the average U.S. Pleasure Traveler to have dependent children (under 18) living at home. Motorcyclists are more likely than average to have a trade or technical education and their household incomes ($81,482) are somewhat above-average. They are over-represented in Alaska and the Mountain, New England, West North Central, Pacific and East South Central regions of the United States.

Over the past two years, Motorcyclists traveled more frequently than the average U.S. Pleasure Traveler and they were slightly more likely to have taken a trip to Canada (17.5% versus 14.6%). The most common Canadian destinations for Motorcyclists were Ontario, British Columbia and Quebec, but they were especially over-represented among U.S. Pleasure Travelers to Manitoba, Saskatchewan and Newfoundland and Labrador.

Motorcyclists were much more likely than the average U.S. Pleasure Traveler to engage in a wide range of outdoor activities while on trips in the past two years. They were especially more likely than average to go snowmobiling and ATVing when on trips and to participate in other wilderness-oriented activities such as hiking, climbing and paddling, sportsmen activities (e.g., fishing, hunting) and extreme sports (e.g., extreme air sports, extreme skiing). Their avid interest in the outdoors was also apparent in their preference for outdoor culture and entertainment activities (e.g., equestrian and western events) and nature-based accommodations (e.g., public campground, wilderness campsite or lodge, motor home or RV). Motorcyclists were also more likely than average to take tours and cruises when on trips and especially sameday excursions and scenic countryside drives. Motorcyclists were also more likely than average to take exotic cruises such as a Great Lakes cruise or a submarine cruise.

Most Motorcyclists use the Internet for trip planning (76.9%), and one-half have booked at least part of a trip online (52.5%) in the past two years. They are much more likely than average to obtain travel information from trade, travel and sports shows. This segment can be targeted most effectively through auto and motorcycle magazines, as well as magazines and television programs on travel, outdoor activity, and science and nature.