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

Snowmobiling and ATVing While on Trips of One or More Nights

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A Profile Report — April 25, 2007
Executive summary

Over the last two years, 5.5% (12,162,091) of adult Americans participated in snowmobile or all-terrain vehicle (ATV) activities while on an out-of-town, overnight trip of one or more nights. A sameday ATV excursion (4.2%) was the most popular activity, followed by sameday snowmobiling on an organized trail (1.4%), an overnight touring trip by ATV (0.8%), and a snowmobile touring trip (0.3%). Among those who went snowmobiling or ATVing, 34.1% (4,142,748) reported that this activity was the main reason for taking at least one trip.

Snowmobile and ATVers tend to be male and 18 to 44 years of age. Relative to the average U.S. Pleasure Traveler, they are more likely to be married and have children under 18 living at home. Household income is above-average and they are more likely to have a trade or technical education. They are over-represented in Alaska and the Mountain, Pacific, West North Central, West South Central and the East North Central regions of the United States.

Over the past two years, Snowmobile and ATVers traveled more frequently than the average U.S. Pleasure Traveler and they were more likely to have taken a trip to Canada (20.2% versus 14.6%). The most common destinations were Ontario, British Columbia and Quebec. Moreover, they are over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories.

Snowmobile and ATVers are dedicated outdoor enthusiasts and were much more likely than the average U.S. Pleasure Traveler to have participated in a full range of outdoor activities while on a trip. They were especially more likely to participate in hunting, extreme skiing and extreme air sports, motorcycling, and cross-country skiing and snowshoeing. Their preference for particular culture and entertainment activities while on trips reflects this outdoor orientation (e.g., equestrian and western events, agro-tourism). This segment was also more likely than average to go on cruises and tours.

A wilderness setting while traveling is particularly appealing to Snowmobile and ATVers. In the past two years, they were much more likely than average to have stayed at a wilderness campsite and at a remote or fly-in wilderness lodge or outpost. They also were much more likely to have gone on a wilderness tour.

Most Snowmobile and ATVers use the Internet for trip planning and have booked at least part of a trip online in the past two years. They are more likely than average to consult a travel agent. Their media preferences are clearly oriented towards outdoor recreation and motorsports, such as outdoor activity and sports magazines, automobile and cycle magazines, and websites relating to their specific activities and interests.