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

U.S. Travelers to Saskatchewan

Full report available in pdf format

A Profile Report — January 31, 2008

Executive summary

Over the last two years, 0.4% of adult Americans (822,954) took an overnight trip to Saskatchewan. This represents 0.5% of the U.S. Pleasure Travelers. Of those who took a trip to Saskatchewan, 19.6% took two or more trips to the province the last two years.

Those who visited Saskatchewan are most likely to live in neighbouring North Dakota. There is also an above-average rate of visits among the residents of Montana, Alaska, South Dakota, and, rather interestingly, Delaware. They tend to be over-represented among those from smaller cities and rural areas. Saskatchewan Visitors are frequent travelers and considerably more likely than the average U.S. Pleasure Traveler to have visited all regions of Canada during the past two years.

U.S. visitors to Saskatchewan are over-represented among those 55 and older. They are also more likely to have a post-graduate degree (30.6%) and an above-average household income ($89,373). As such, visitors to Saskatchewan are over-represented among affluent, mature couples; one of the most sought after sectors of the travel market. Their age and affluence are reflected in the activities they pursue while on trips.

Those who visited Saskatchewan were much more likely to have taken part in participatory, educational activities (e.g., aboriginal cultural experiences, participatory historical activities) and to have attended art performances and attractions (e.g., high art performances, theatre, film and music festivals) while on trips. Their cultural pursuits suggest that this travel segment is interested in learning experiences, intellectual stimulation and live entertainment. They were also very active in outdoor activities while on trips and especially nature-oriented and sportsman activities (e.g., fishing, hunting, hiking, climbing and paddling, wildlife viewing), motorized recreational activities (e.g., snowmobiling, ATVing, motorcycling) and fitness activities (e.g., exercising and jogging, cycling). They are much more likely than average to have taken tours and cruises, and especially guided tours. They usually stay in campgrounds or resorts but are more likely than others to have toured in a motor home or to have stayed in a wilderness setting.

Saskatchewan Visitors prefer highly active vacations that provide intellectual stimulation, opportunities to learn (e.g., gain knowledge of history and other cultures or places) and novelty. They are less likely than others to take vacations merely to relax.

Saskatchewan Visitors are slightly less likely than average to use the Internet for planning (66.7%) and booking travel (45.7%). However, they are above-average consumers of travel media and may also be effectively targeted through educational television programs and magazines, news and current affairs media and multicultural and classical music radio stations.