Travel activities and motivations survey — Canadian travel market

Shopping and Dining While on Trips of One or More Nights

Full report available in pdf format

A Profile Report — November 3, 2007
Executive summary

Over the last two years, 61.7% (15,281,873) of adult Canadians went shopping or dining while on an out-of-town, overnight trip of one or more nights. Travelers were most likely to have shopped for clothing, shoes and jewelry (43.0%), followed by books or music (31.4%), arts and crafts (28.4%), antiques (17.7%), gourmet foods (13.3%) and garden products (13.0%). In terms of dining, restaurants offering local ingredients and recipes were the most popular (43.1%) followed by outdoor cafés (29.5%), high-end restaurants (20.5%) and high-end restaurants with an international reputation (13.0%). Shopping and dining was the most common activity undertaken by Canadian Pleasure Travelers while on trips in the past two years. However, shopping and dining is rarely identified as the main reason for taking a trip (16.2%; 2,473,398) in the past two years.

Demographically, Shoppers and Diners are similar to the average Canadian Pleasure Traveler in terms of gender, age, marital status and parental status. They are slightly more likely to have a university degree (32.8%) and their household incomes ($75,049) are slightly above-average. They are well-represented in all parts of Canada.

Shoppers and Diners traveled less frequently than the other activity types. They were the least likely of the 21 culture and entertainment activity types to have taken a trip within their own province or region (86.9%), the least likely to have traveled to an adjacent province or region (50.5%) and the least likely to have visited a non-adjacent province or region (33.7%). Their out-of-country travel is also below-average. They were the second least likely to have visited the United States (53.4%), the 17th most likely to have visited Mexico (13.6%), the 16th most likely to have taken a trip to the Caribbean (16.3%) and the 17th most likely to have traveled overseas (30.7%).

The outdoor activities and culture and entertainment activities pursued on trips by Shoppers and Diners are comparable to those of the typical Canadian Pleasure Traveler. However, Shopper and Diners are slightly more likely to participate in wine, beer and food tastings, visit spas and take part in participatory educational events and attractions (e.g., participatory historical activities, agro-tourism). They were also slightly more likely to have taken recent tours and cruises. Shoppers and Diners prefer relaxing, unstructured vacations that are intellectually stimulating, offer novelty and opportunities to learn, and provide great shopping opportunities.

Shoppers and Diners are average users of the Internet to plan (62.9%) and book (40.3%) travel. They are also average users of travel media. They can be most effectively targeted through fashion and beauty magazines, shopping channels / websites and contemporary music radio stations.