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

Team Sports While on Trips of One or More Nights

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A Profile Report — March 23, 2007
Executive summary

Over the last two years, 6.1% (13,447,743) of adult Americans played a team sport while on an out-of-town, overnight trip of one or more nights. Of those who played a team sport, almost one-half (48.8%, or 6,565,004 adult Americans) reported that this sport was the main reason for taking at least one trip.

Those who played a team sport while on a trip are primarily young (18 to 34), single and male. They are more likely than the average U.S. Pleasure Traveler to have a university degree, but perhaps reflecting their age, their household incomes are only slightly above average. They tend to reside in the central and western U.S. states, and in smaller towns or rural areas.

Those who played a team sport while on a trip were more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (18.8% versus 14.6%). The most common destinations were Ontario and British Columbia, but this sector of the travel market is over-represented among U.S. Pleasure Travelers to all Canadian provinces and territories.

Those who played a team sport while on a trip also participate in a wide range of outdoor activities while traveling. The majority have participated in competitive games and individual sports (e.g., tennis) while on trips. They were also much more likely than the average U.S. Pleasure Traveler to have engaged in physically challenging outdoor activities such as skateboarding, extreme sports, cycling, downhill skiing and snowboarding. Their cultural and entertainment interests while traveling tend to be predominately sports-related (e.g., national / professional / amateur sporting events).

Those who played a team sport while traveling were more likely than the average U.S. Pleasure Travel to have taken organized single and multiple location tours (which may be linked to their sport) and look for destinations that offer lower-cost package deals and mid-ranged accommodations. During the past two years, they were most likely to have camped at a public campground and to have stayed at various types of resorts (seaside, lake or riverside, ski or mountain). Thus, inexpensive, sports-related, travel packages may be particularly attractive to this sector of the travel market.

Those who played a team sports while on a trip tend to consult the Internet for travel information and are more likely to have booked travel online, and especially trip packages, than the average U.S. Pleasure Traveler. Their media preferences are clearly oriented towards sports with respect to television, websites, magazines and the radio. As such, sports-related media would appear to be the most efficient method by which to reach this sector of the travel market.