Travel activities and motivations survey — Canadian travel market

Visiting Spas While on Trips of One or More Nights

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A Profile Report — November 24, 2007
Executive summary

Over the last two years, 7.5% (1,852,711) of adult Canadians visited a health and wellness spa while on an out-of-town, overnight trip of one or more nights. Visiting a spa while on trips was the 17th most frequent culture and entertainment activity type undertaken by Canadian Pleasure Travelers in the past two years. Of those who visited health and wellness spas, 31.0% (574,972) reported that this activity was the main reason for taking at least one trip.

Relative to the average Canadian Pleasure Traveler, Spa Visitors are predominantly female (63.1) and over-represented among Mature Couples. Spa Visitors were the 3rd most likely to have a university degree (42.6%) and they have the highest household income ($85,105) of the 21 culture and entertainment activity types. They are highly over-represented in Saskatchewan, and, to lesser extent, British Columbia and Quebec.

Spa Visitors are frequent out-of-country travelers. They were the 5th most likely of the 21 culture and entertainment activity types to have visited the United States (64.6%), the most likely activity segment to have visited Mexico (24.5%), the second most likely to have taken a trip to the Caribbean (28.0%) and the 5th most likely to have traveled overseas (35.8%) in the last two years. They were also the 4th most likely to have taken a trip within their own province or region (92.5%), the 11th most likely to have traveled to an adjacent province or region (56.5%) and the 6th most likely to have visited a non-adjacent province or region (35.8%) in the past two years. They are especially over-represented among travelers in the Western Provinces and Northern Territories.

Spa Visitors were extremely active in both outdoor activities and in culture and entertainment activities while on trips. They frequently exercise and jog while on trips and much more likely than the average Canadian Pleasure Traveler to participate in strenuous winter activities (e.g., cross-country skiing and snowshoeing, downhill skiing) and summer sports (e.g., golf, tennis). They also frequently attend live art performances (e.g., live theatre, high arts, comedy clubs and festivals) while traveling and exhibit particular interest in fine cruise (e.g., wine, beer and food tastings, inn or resort with gourmet dining). Spa Visitors usually take luxury resort vacations that are relaxing and pampering and that offer novelty, intellectual stimulation and physical challenge.

Spa Visitors are the most likely of the 21 culture and entertainment types to use the Internet to plan (76.8%) and book (53.7%) travel. They are also among the heaviest users of travel media. They may also be effectively targeted through health and wellness magazines and websites, ‘better living' programming (e.g., cooking shows on television), city lifestyle magazines and fashion and beauty magazines.