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

Playing Games and Individual Sports While on Trips of One or More Nights

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A Profile Report — March 2 , 2007
Executive summary

Over the last two years, 14.9% (37,901,009) of adult Americans played games or individual sports (i.e., mini-golf, board games, bowling, tennis, beach volleyball, volleyball, badminton) while on an out-of-town overnight trip or one or more nights. Among those who participated, 14.9% (5,640,849) reported that these activities were the main reason for taking at least one trip.

Those who played games or individual sports while on trips are more likely than the average U.S. Pleasure Traveler to be younger adults (18 to 44 years) with children under 18 living at home. Household incomes and level of education are above-average. They are most likely to reside in the northern and eastern United States indicating that they tend to live closer to Canada than the average U.S. Pleasure Traveler.

Consistent with this fact, those who have played games or individual sports while on trips were slightly more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (17.6% versus 14.6%). They were most likely to have taken a trip to Ontario, British Columbia and Quebec. In relative terms, they are over-represented among U.S. Pleasure Travelers who visited Newfoundland and Labrador, New Brunswick, Ontario and Quebec during the past two years.

Those who have participated in games or individual sports while on trips were also active in a wide range of other outdoor activities, and especially team sports, "board and blade" activities (e.g., rollerblading or ice skating), cycling, extreme sports, exercising and jogging. They have also participated in a variety of culture and entertainment activities while on trips, ranging from sports-related events (e.g., amateur, professional and international sporting events) to artistic attractions (e.g., theatre, film and musical festivals) and educational activities (e.g., participatory historical activities).

Those who played games or individual sports while on trips are more likely than the average U.S. Pleasure Traveler to seek vacations that offer family-oriented benefits (e.g., enriching family relationships). They also consider it important that a destination has lots of things to see and do for both adults and children. During the past two years, they have most often stayed at seaside resorts and public campgrounds, and were more likely than the average U.S. Pleasure Traveler to have taken tours and cruises.

Those who have played games or individual sports while on trips frequently use the Internet to obtain travel information and frequently book travel online. The most effective media channels by which to reach this segment are sports-related radio programs, television shows and magazines and family / parenting magazines.