Travel activities and motivations survey — Canadian travel market

Motorcycling While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — October 23, 2007
Executive summary

Over the last two years, only 2.2% (552,204) of adult Canadians went motorcycling while on an out-of-town, overnight trip of one or more nights. Motorcycling was the 19th most common outdoor activity pursued by Canadian Pleasure Travelers during this time. 1.9% went motorcycling as a sameday excursion and 1.2% went motorcycling as an overnight touring trip. The majority of Motorcyclists (56.2%) report that this activity was the main reason for taking at least one trip in the past two years.

Relative to the average Canadian Pleasure Traveler, Motorcyclists are more likely to be male (62.6%) and either young (18 to 24) or middle-aged (35 to 54). Motorcyclists are especially over-represented among mature, single males. They are more likely to have a high school education or less (40.4%), however their household incomes are well above-average ($81,933), in fact, the fifth highest of the 21 outdoor activity segments. They are well-represented across Canada.

Motorcyclists were the 5th most likely to have taken a trip within their own province or region (94.6%) of the 21 outdoor activity types. However, they were only the 13th most likely to have visited an adjacent province or region (56.6%) or a non-adjacent province or region (36.5%). In terms of out-of-country travel, Motorcyclists were the 5th most likely to have taken a trip to the Caribbean (24.4%), the 8th most likely to have visited Mexico (18.6%) and the 10th most likely to have visited the United States (58.0%).

Motorcyclists were quite active in both outdoor activities and in culture and entertainment activities when they travel. They were especially active in motorized activities (e.g., boating and swimming, snowmobiling and ATVing) as well as hunting, horseback riding and cycling. Motorcyclists also exhibit above-average interest in equestrian and western events, amateur sporting tournaments, comedy festivals ands clubs and aboriginal cultural experiences. They were more likely than others to have taken self-guided tours, sightseeing cruises and Caribbean cruises. Motorcyclists most often go camping on trips, both in public campgrounds and in wilderness settings. They seek vacations that offer opportunities to relax and unwind (e.g., get a break from their daily environment, no fixed schedule) and are physically energizing.

Motorcyclists were the second least likely of the 21 outdoor activity types to use the Internet to plan (56.3%) or book travel (33.8%). They can be best targeted through automobile and cycle magazines, sports programming, science fiction or fantasy television shows, technology magazines and modern or alternative rock radio stations.