Travel activities and motivations survey — Canadian travel market

Sailing and Surfing While on Trips of One or More Nights

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A Profile Report — October 18, 2007
Executive summary

Over the last two years, 4.7% (1,159,884) of adult Canadians went sailing or surfing while on an out-of-town, overnight trip of one or more nights. Sailing and surfing was the 15th most common outdoor activity pursued by Canadian Pleasure Travelers during this time. Sailing activities (3.3% sailing, 1.0% parasailing) were more popular than surfing activities (0.8% windsurfing, 0.2% kite surfing). Of those who went sailing, 30.0% stated 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, Sailors and Surfers are somewhat more likely to be male (53.8%), 18 to 44 years of age and married. They are over-represented among Young Singles and Young Couples and are less likely than average to have dependent children (under 18) living at home. This outdoor activity type is affluent with an above-average level of education (43.1% have a university degree — ranked 3rd of the 21 outdoor activity types) and household incomes ($85,891 ranked 4th of the 21 outdoor activity types). They are well-represented across Canada.

Sailors and Surfers are frequent out-of-country travelers and the most likely of the 21 outdoor activity types to have taken a trip to the Caribbean (35.7%) in the past two years. They were the second most likely to have visited Mexico (24.9%) and the 5th most likely to have traveled to the United States (64.6%). Sailors are Surfers also travel extensively in Canada and were the 6th most likely to have taken a trip to a non-adjacent province or region (39.9%) although travel within their own province or region (91.7%) was ranked 16th out of the 21 outdoor activity types. They were especially likely to have visited the Atlantic Provinces and Alberta.

Sailors and Surfers pursue a very wide variety of outdoor and culture and entertainment activities while on trips. Relative to the average Canadian Pleasure Traveler, Sailors and Surfers are especially active in high-energy, strenuous activities (e.g., extreme air sports, downhill skiing and snowboarding, exercise and jogging) and water-based activities (e.g., fresh water scuba and snorkeling, boating and swimming). They were also very active in cultural pursuits (e.g., high art performances, literary and film festivals) and entertainment activities (e.g., wine, beer and food tastings). They exhibit a preference for seaside resorts, health spas and wilderness accommodation and were much more likely than average to take tours and cruises. They seek novel, intellectually stimulating and physically energizing vacations.

Sailors and Surfers are among the heaviest users of the Internet to plan (78.9%) and book travel (55.0%). They avidly consume travel information and may also be reached though media related to outdoor activities, photography and videos and business.