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

Scuba Diving and Snorkeling While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — May 14 , 2007
Executive summary

Over the last two years, 3.1% (6,938,725) of adult Americans participated in Scuba Diving and Snorkeling activities while on an out-of-town, overnight trip of one or more nights. Scuba diving in the ocean (2.4%) was the most popular activity, followed by snorkeling in a lake or river (0.9%) and scuba diving in a lake or river (0.4%). 33.8% (2,348,388) of Scuba Divers and Snorkelers reported that this activity was the main reason for taking at least one trip in the past two years.

Scuba Divers and Snorkelers are primarily male, 18 to 44 years of age and married. They are less likely than the average U.S. Pleasure Traveler to have dependent children (under 18) living at home. They are the most affluent segment in the market with high household incomes ($102,032) and levels of education (73.1% university graduate). They are over-represented in Alaska and the Pacific and New England regions.

Over the past two years, Scuba Divers and Snorkelers traveled more frequently than the average U.S. Pleasure Traveler and they were more likely to have taken a trip to Canada (23.3% versus 14.6%). The most common destinations were Ontario, British Columbia and Quebec. They were also over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories.

Scuba Divers and Snorkelers were much more likely than the average U.S. Pleasure Traveler to engage in a wide range of outdoor activities while on trips. They were particularly likely to engage in water-based activities (e.g., ocean activities, boating and swimming, fishing, sailing and surfing), winter activities (e.g., downhill skiing and snowboarding) and extreme sports when on trips. Scuba Divers and Snorkelers stayed at a seaside resort most often in the past two years. They were also much more likely than average to have stayed at a health spa and to have taken cruises. In addition to outdoor pursuits, Scuba Divers and Snorkelers were quite active in cultural and entertainment activities when on trips, including both artistic attractions (e.g., high art performances) and nightlife activities (e.g., rock concerts and recreational dancing). This segment is more likely than others to seek vacation experiences that combine physical challenge with mental stimulation and luxurious pampering.

Scuba Divers and Snorkelers make extensive use of the Internet for planning and arranging trips. Two-thirds (67.2%) have booked at least part of a trip online in the past two years. They are avid consumers of all travel-related media and are much more likely than average to read travel magazines. They are also much more likely to use travel agents, guidebooks and electronic newsletters received by email for trip planning.