Travel activities and motivations survey - U.S. travel market

Shopping and Dining While on Trips of One or More Nights

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A Profile Report — July 4, 2007
Executive summary

Over the last two years, the majority of adult Americans (60.4%, or 132,497,116) went shopping and dining while on an out-of-town, overnight trip of one or more nights. 44.7% dined in restaurants offering local ingredients and recipes while 21.6% dined in local outdoor cafés. Travelers most often shopped for clothing, shoes and jewelry (38.1%), followed by books and music (26.6%), local arts & crafts (25.7%), antiques (18.0%), gourmet foods (12.1%), and at greenhouses or garden centres (8.3%). Only 14.4% of Shoppers and Diners (19,088,945 adult Americans) reported that shopping and/or dining were the main reasons for taking at least one trip in the past two years.

Shoppers and Diners are slightly more likely to be female (52.8%) than male. Beyond that, their demographic profile is similar to that of the average U.S. Pleasure Traveler. Their level of education (61.4% university graduate) and household incomes ($77,517) are only slightly above-average. They are over-represented in Alaska and the South Atlantic, Middle Atlantic and New England regions and are more likely to live in large cities with populations of 2 million or more.

Over the past two years, Shoppers and Diners were slightly more likely to have taken a trip to Canada than the average U.S. Pleasure Traveler (16.0% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec.

Shoppers and Diners were slightly more likely than the average U.S. Pleasure Traveler to have pursued most culture and entertainment activities while on trips during the past two years. The majority visited historical sites, museums and art galleries, theme parks and exhibits, and casinos, theatre and comedy clubs. Other food-related activities (e.g., fine dining & spas, wine, beer & food tastings) were also popular among Shoppers and Diners. The most popular outdoor activities for Shoppers and Diners were ocean activities and wildlife viewing. Besides looking for shopping opportunities, Shoppers and Diners are more likely than the average U.S. Pleasure Traveler to look for destinations that have mid-range priced accommodation, direct access by air and lots of things for adults to see and do.

Most Shoppers and Diners use the Internet for planning (73.7%) and booking trips (53.3%) The majority visit travel-related websites and read the travel section of weekend newspapers. They are slightly more likely than average to watch travel-related television shows and to read travel magazines. Shoppers and Diners also are more likely to watch television shopping channels and visit shopping websites.