Fine Dining and Spa Visits While on Trips Of One or More Nights

Transcription

1 U.S. TRAVEL MARKET Fine Dining and Spa Visits While on Trips Of One or More Nights A Profile Report August 27, 2007 Prepared by Lang Research Inc. on behalf of: Ontario Ministry of Tourism, Ontario Tourism Marketing Partnership Corporation, Quebec Ministry of Tourism, Travel Manitoba, Canadian Tourism Commission, Tourism Saskatchewan, Atlantic Canada Tourism Partnership, Alberta Tourism, Parks, Recreation and Culture, Department of Canadian Heritage, Tourism British Columbia, Parks Canada Agency, Government of Yukon, Government of Northwest Territories

2 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 1 Executive Summary Over the last two years, 25.5% (56,185,945) of adult Americans went fine dining or visited a spa while on an out-of-town, overnight trip of one or more nights. Dining at a high-end restaurant (19.0%) was the most popular activity, followed by dining at a highend restaurant with an international reputation (12.8%) and making a day visit to a health and wellness spa (5.7%). 14.1% (7,904,776) of those who went fine dining or visited a spa reported that this activity was the main reason for taking at least one trip in the past two years. Relative to the average U.S. Traveler, those who went fine dining or visited a spa while on trips tend to be married without dependent children living at home. This affluent segment is well-educated (68.8 % have a university or postgraduate degree) with above-average household incomes ($91,604). They are over-represented in Alaska and the Pacific region of the United States. They are also over-represented among those living in large cities (population 2 million or more). Over the past two years, those who went fine dining or visited spas on trips traveled more frequently than the average U.S. Traveler and they were somewhat more likely to have taken a trip to Canada (20.3% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however they are over-represented among U.S. visitors to all Canadian provinces and territories. Relative to the average U.S. Traveler, those who went to fine dining and visited spas while on trips were more likely to engage in a wide variety of culture and entertainment activities. The large majority went shopping, visited historical sites, museums and art galleries, and went to casinos, live theatre and comedy clubs while on trips. They were also very active in outdoor activities including wildlife viewing, golfing and sailing and surfing. They tended to stay at seaside, lakeside or riverside resorts. This segment s interest in fine dining is also evident in their cultural pursuits (e.g., wine, beer & food tastings) and the types of accommodation they have stayed in (e.g., country inn or resort with gourmet restaurant). They were also more likely than average to take tours and cruises of all types. This segment seeks vacations that are novel, intellectually stimulating, offer lots to see and do and allow them to be pampered. The large majority used the Internet to plan (80.3%) and book (62.3%) travel in the past two years. They are avid consumers of travel-related media and can also be targeted through lifestyle magazines (e.g., city living magazines), cultural media (e.g., jazz radio stations) and business media (e.g., business magazines).

3 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 2 Travel Activity and Motivation Survey (TAMS) The TAMS survey examines the recreational activities and travel habits of Canadians and Americans. The survey examines out-of-town, overnight travel behaviour of one or more nights over the past two years and provides detailed information on Travelers activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics and media consumption patterns. TAMS represents a comprehensive assessment of travel behaviour and motivators and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada. In particular, TAMS was designed to: o Identify existing and potential tourism markets; o Measure the likelihood of these tourism markets being attracted to vacation experiences in Canada; o Create packaging opportunities for each of these markets; o Determine how to reach these markets (i.e., in terms of media strategies); and o Provide information on how to fine-tune and target existing marketing campaigns. TAMS was sponsored by the following organizations: Ontario Ministry of Tourism Quebec Ministry of Tourism Ontario Tourism Marketing Partnership Corporation Travel Manitoba Canadian Tourism Commission Tourism Saskatchewan Atlantic Canada Tourism Partnership Parks Canada Agency Department of Canadian Heritage Tourism British Columbia Alberta Tourism, Parks, Recreation and Culture Government of Yukon Government of Northwest Territories Statistics Canada The survey was conducted in Canada and the United States between January 2006 and June 2006 and it includes only adults (18 years and over). The reference period for the data is 2004 and The U.S. database is used in this current report. This survey was conducted by mail with an established U.S. mail panel. 60,649 completed questionnaires were returned. The mail panel response rate for this survey was 71.3%. The data have been weighted to project the results to the United States population. This report profiles those who went fine dining and visited spas while on a trip, and compares them with other U.S. Travelers (i.e., took at least one pleasure trip in the last two years). This report is part of a series of 43 Activity Reports prepared using the U.S. TAMS database.

4 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 3 Fine Dining and Spa Visits While on Trips Market Incidence Over the last two years, 25.5% (56,185,945) of adult Americans went fine dining and visited spas while on an out-of-town, overnight trip of one or more nights. Dining at a high-end restaurant (19.0%) was the most popular activity, followed by dining at a highend restaurant with an international reputation (12.8%) and day visits to a health and wellness spa (5.7%). 1.9% (4,226,262) of adult Americans participated in all three fine dining and spa activities when on a trip in the past two years. 14.1% (7,904,776 adult Americans) of those who fine dined or visited spas while on a trip reported that this activity was the main reason for taking at least one trip in the past two years. Visiting a health and wellness spa was more likely to be the main reason for taking a trip than visiting internationally renowned or high-end restaurants. Fig. 1 Incidence of Going Fine Dining or Visiting a Spa While on Trips 1 Percent Number Who Went to Fine Dining & Spas 2 Main Reason for Trip 3 Percent of Travelers 4 Percent of Total U.S. Population 5 Size of Market 56,185,945 7,904, ,510, ,846,268 Fine Dining & Spas (All Activities) 56,185, % 33.0% 25.5% Dining at other high-end restaurant 41,877, % 24.6% 19.0% Dining at restaurant with international reputation 28,220, % 16.6% 12.8% Day visit to a health & wellness spa 12,579, % 7.4% 5.7% Participated in all three activities 4,226, % 2.5% 1.9% 1 - Trips are defined as out-of-town trips for any purpose involving an overnight stay of one or more nights. Trips NOT involving overnight stays are NOT examined in this report. 2 - Defined as individuals who went fine dining or visited spas while on an out-of-town, overnight trip of one or more nights during the past two years and who took at least one out-of-town pleasure trip of one or more nights during the past two years. This column reports the number of individuals who participated in the activity on at least one trip during the last two years. 3 - This column reports the percent who participated in each activity who stated that the activity was the main reason for taking at least one trip during the past two years. 4 - Travelers are defined as individuals who have taken at least one out-of-town pleasure trip of one or more nights in the last two years. This column reports the percent of Travelers who participated in each activity on at least one trip during the last two years. 5 - This column reports the percent of the Total U.S. Adult Market who participated in each activity on a trip during the past two years.

5 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 4 Incidence by Region, State and Population Size Relative to the average U.S. Traveler, those who went fine dining and visited spas while traveling are over-represented among those living in Alaska and the Pacific region of the United States. They are also more likely to live in large cities (population 2 million or more). Fig. 2 Geographic Distribution & Population Size of Those Who Went Fine Dining or Visited a Spa While on Trips Total Population Estimated Number Who Went Fine Dining or Visited a Spa on a Trip Percent of Travelers in Region Who Went Fine Dining or Visited a Spa on a Trip Percent of Total Regional Population Who Went Fine Dining or Visited a Spa on a Trip United States 222,846,268 56,185, % 25.5% New England 11,095,629 2,946, % 26.8% Middle Atlantic 31,005,526 8,052, % 26.3% East North Central 34,621,254 8,292, % 24.2% West North Central 15,024,360 3,381, % 22.7% South Atlantic 42,602,998 10,598, % 25.1% East South Central 13,597,436 2,966, % 22.2% West South Central 24,853,901 5,431, % 22.4% Mountain 15,030,720 3,985, % 26.8% Pacific 34,529,689 10,362, % 30.3% Alaska 484, , % 35.0% Not Available 745, , % 32.5% Less than 100,000 29,429,442 5,495, % 18.9% 100,000 to 499,999 36,551,501 8,414, % 23.4% 500,000 to 1,999,999 52,335,815 12,405, % 24.0% 2,000,000 or more 103,783,753 29,631, % 28.9% Travelers who went fine dining or visited spas are most likely to live in the District of Columbia, Alaska, New Jersey, California and Rhode Island. They are least likely to live in Wyoming, Maine, Nebraska, Alabama and Wisconsin (see Fig. 3 on next page).

6 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 5 Region Fig. 3 Those Who Went Fine Dining or Visited a Spa While on Trips by U.S. State State Population of State Estimated Number Who Went Fine Dining or Visited a Spa Percent of Travelers in State Percent of State Population United States All States 222,846,268 56,185, % 25.5% New England Connecticut 2,685, , % 29.0% Maine 1,047, , % 16.3% Massachusetts 4,423,562 1,211, % 27.6% New Hampshire 1,604, , % 27.1% Rhode Island 837, , % 30.7% Vermont 496, , % 23.1% Middle New Jersey 6,708,501 2,052, % 31.1% Atlantic New York 14,727,054 3,983, % 27.5% Pennsylvania 9,569,972 2,016, % 21.3% East Illinois 9,521,097 2,565, % 27.4% North Indiana 4,717,624 1,001, % 21.4% Central Michigan 7,709,890 1,832, % 23.9% Ohio 8,412,962 1,960, % 23.6% Wisconsin 4,259, , % 21.9% West Iowa 2,262, , % 21.9% North Kansas 2,304, , % 21.4% Central Minnesota 3,946,220 1,020, % 25.9% Missouri 4,138, , % 21.5% Nebraska 1,304, , % 21.0% North Dakota 488, , % 23.2% South Dakota 580, , % 21.1% South Delaware 646, , % 24.1% Atlantic District of Columbia 521, , % 32.9% Florida 13,937,467 3,678, % 26.6% Georgia 6,668,302 1,736, % 26.2% Maryland 3,428, , % 25.9% North Carolina 6,651,453 1,591, % 24.3% South Carolina 3,241, , % 21.1% Virginia 5,957,159 1,480, % 25.0% West Virginia 1,550, , % 16.0% East Alabama 3,431, , % 18.8% South Kentucky 3,447, , % 22.6% Central Mississippi 2,156, , % 23.3% Tennessee 4,561,775 1,060, % 24.1% West Arkansas 2,103, , % 20.1% South Louisiana 3,367, , % 21.2% Central Oklahoma 2,643, , % 19.6% Texas 16,739,082 3,802, % 23.3% Mountain Arizona 4,451,660 1,153, % 26.2% Colorado 3,501,822 1,021, % 29.5% Idaho 1,044, , % 25.9% Montana 726, , % 26.5% Nevada 1,809, , % 27.6% New Mexico 1,433, , % 28.2% Utah 1,671, , % 23.0% Wyoming 391,790 73, % 18.7% Pacific Alaska 484, , % 35.0% California 26,965,837 8,502, % 31.8% Oregon 2,793, , % 23.1% Washington 4,770,549 1,222, % 26.0%

7 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 6 Demographic Profile Those who went fine dining or visited spas on trips are similar to other U.S. Travelers in terms of their gender and age. The majority are married and do not have dependent children (18 and under) living at home. They are well-educated (68.8% has a university degree) and have above-average household incomes ($91,604). Fig. 4 Demographic Profile of Those Who Went Fine Dining or Visited a Spa on a Trip Relative to All U.S. Travelers Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa 1 Travelers Index 2 Attribute Size of Market 56,185, ,324, ,510, Gender Male 49.1% 48.2% 48.5% 101 Female 50.9% 51.8% 51.5% 99 Age of 18 to % 11.3% 10.8% 90 Respondent 25 to % 20.1% 21.0% to % 17.5% 17.3% to % 21.0% 21.0% to % 15.0% 15.5% Plus 13.2% 15.0% 14.4% 92 Average Age N/A Marital Status Not married 28.0% 31.8% 30.5% 92 Married 72.0% 68.2% 69.5% 104 Parental No children under % 68.4% 70.0% 105 Status Children under % 31.6% 30.0% 89 Education High school or less 13.3% 24.0% 20.5% 65 Trade, Technical, Community Col. 17.9% 23.1% 21.4% 84 University Degree 45.1% 39.0% 41.1% 110 Post Graduate Degree 23.7% 13.8% 17.1% 139 Household Under $20, % 9.6% 8.1% 61 Income $20,000 to $39, % 19.1% 16.2% 64 $40,000 to $59, % 18.3% 16.7% 80 $60,000 to $79, % 14.7% 14.7% 100 $80,000 to $99, % 10.7% 11.6% 116 $100,000 to $149, % 11.6% 14.4% 138 $150,000 or more 12.1% 4.0% 6.7% 181 Not stated 11.2% 11.9% 11.7% 96 Average Household Income $91,604 $65,733 $74,303 N/A 1 - Those who Did Not Go Fine Dining or Visit a Spa are defined as individuals who took at least one out-of-town, overnight pleasure trip of one or more nights in the last two years but did not go fine dining or visit a spa on any trip. The numbers of person who went fine dining or visited spas and the number who did not go fine dining or visit a spa equal the total number of U.S. Travelers. 2 - The Index is calculated by dividing the percent for those who went fine dining or visited spas in each group by the percent of Travelers in each group. The Index indicates the extent to which those who went fine dining or to spas are over or under-represented relative to the average Traveler. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Traveler. Index values over 100 indicate that those participating in the activity are overrepresented relative to the average U.S. Traveler. Index values less than 100 indicate that those participating in the activity are under-represented relative to the average U.S. Traveler.

8 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 7 Travel Activity (During Last Two Years) Those who went fine dining or visited spas while on trips traveled more frequently than the average U.S. Traveler. They were much more likely than average to have visited Mexico, the Caribbean and overseas destinations, although they are only slightly more likely to have traveled within the United States. Those who went fine dining or visited spas were also more likely than the average U.S. Traveler to have taken a trip to Canada in the past two years (20.3% versus 14.6%). The most common destinations in Canada were Ontario (11.3%), British Columbia (6.6%) and Quebec (5.1%), however this segment is over-represented among U.S. Travelers to all Canadian provinces or territories and especially Quebec, Newfoundland and Labrador, Prince Edward Island and British Columbia. As such, this segment represents an interesting target for Canadian tourism initiatives. Fig. 5 Percent Traveling to Canada and Other Destinations during Past Two Years Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, All destinations 90.3% 83.0% 85.4% 106 Canada 20.3% 11.7% 14.6% 139 Newfoundland and Labrador 0.7% 0.3% 0.4% 158 Prince Edward Island 0.9% 0.5% 0.6% 147 New Brunswick 1.1% 0.7% 0.8% 133 Nova Scotia 1.9% 1.0% 1.3% 146 Quebec 5.1% 2.1% 3.1% 165 Ontario 11.3% 6.8% 8.3% 137 Manitoba 0.6% 0.5% 0.5% 119 Saskatchewan 0.6% 0.4% 0.5% 124 Alberta 1.7% 0.9% 1.2% 145 British Columbia 6.6% 2.9% 4.1% 159 Yukon 0.8% 0.4% 0.6% 149 Northwest Territories 0.5% 0.3% 0.4% 126 Nunavut 0.1% LT 0.1% LT 0.1% 172 Own State 83.9% 77.6% 79.7% 105 Other parts of the U.S. 95.5% 88.2% 90.6% 105 Mexico 20.8% 10.1% 13.6% 153 Caribbean 20.3% 9.0% 12.7% 159 All other destinations 14.6% 7.0% 9.5% 153

9 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 8 Appeal of Selected U.S. States, Canadian Provinces and Canadian Territories The respondents were asked to rate the appeal of each of Canada s provinces and territories on a ten-point appeal scale where 10 is Very Appealing and 1 is Very Unappealing. They were also asked to rate selected U.S. states (New York State, Colorado, Florida, California, Hawaii and Arizona) to provide a frame of reference. Travelers who went fine dining or visited spas gave higher ratings than other U.S. Travelers to all Canadian destinations. British Columbia (6.6) received the highest rating, followed by Ontario (6.4) and Quebec (6.2). Similar to other U.S. Travelers, those who went fine dining or visited spas rated all of the U.S. reference states as being more appealing than the Canadian provinces or territories. Hawaii (8.6) received the highest rating from this segment. Newfoundland and Labrador Nova Scotia New Brunswick Prince Edward Island Quebec Ontario Fig. 6 Overall Rating of Appeal of Provinces, Territories and Selected U.S. States on a 10-Point Appeal Rating Scale (Higher Scores=More Appealing) Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories New York State Colorado Florida California Hawaii Arizona Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa

10 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 9 Other Culture and Entertainment Activities Pursued While on Trips Travelers who went fine dining or visited spas were more likely than the average U.S. Traveler to pursue a wide range of culture and entertainment activities while on a trip. The majority went shopping and dining, visited historical sites, museums and art galleries, went to casinos, live theatre and comedy clubs and visited theme parks, exhibits, fairs and festivals while on trips. They were also more likely than the typical U.S. Traveler to attend high art performances, theatre and film and music festivals, sporting events, archaeological digs and sites, wine, beer and food tastings and rock concerts and dancing while on trips. Fig. 7 Cultural and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Shopping & Dining 93.8% 69.8% 77.7% 121 Historical Sites, Museums & Art Galleries 70.2% 45.2% 53.5% 131 Casino, Theatre & Comedy Clubs 63.7% 36.4% 45.4% 140 Theme Parks & Exhibits 60.1% 43.5% 49.0% 123 Fairs & Festivals 55.4% 33.9% 41.0% 135 Wine, Beer & Food Tastings 37.2% 15.9% 22.9% 162 Science & Technology Exhibits 36.7% 18.9% 24.8% 148 Rock Concerts & Recreational Dancing 24.9% 10.5% 15.3% 163 Professional Sporting Events 24.7% 11.9% 16.1% 154 Garden Theme Attractions 22.0% 9.6% 13.7% 161 Equestrian & Western Events 20.7% 12.9% 15.5% 134 High Art Performances 20.2% 6.4% 10.9% 184 Agro-Tourism 19.7% 10.5% 13.5% 146 Theatre, Film & Musical Festivals 13.7% 5.7% 8.3% 165 Aboriginal Cultural Experiences 13.0% 6.4% 8.6% 151 Amateur Tournaments 11.5% 5.8% 7.7% 150 Archaeological Digs & Sites 9.1% 3.8% 5.5% 165 Participatory Historical Activities 6.2% 2.8% 3.9% 159 National & International Sporting Events 3.5% 1.1% 1.9% 187

11 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 10 Culture and Entertainment Activities Pursued While Not on Trips Those who went fine dining or visited spas were also very active in many culture and entertainment activities while NOT traveling. The majority dined in local restaurants and visited local festivals or fairs. Relative to the average U.S. Traveler, they were especially likely to visit day spas, attend live art performances (e.g., live theatre, classical music concerts, ballet, opera), visit art galleries and art shows and botanical gardens and go to jazz clubs while not traveling. Fig. 8 Cultural and Entertainment Activities Pursued While Not on Trips Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Going out to eat in restaurants 96.7% 90.9% 92.8% 104 Going to festivals or fairs 71.6% 62.4% 65.5% 109 Going to zoos or aquariums 49.4% 43.8% 45.6% 108 Going to historic sites or heritage buildings 47.9% 36.3% 40.1% 119 Going to museums 47.1% 32.8% 37.5% 126 Going to amateur sporting events 44.9% 37.4% 39.9% 113 Going to professional sporting events 43.2% 30.8% 34.9% 124 Going to live theatre 41.1% 23.3% 29.2% 141 Going to amusement or theme parks 40.5% 36.9% 38.1% 106 Going to art galleries or art shows 40.1% 21.7% 27.8% 144 Going to pick-your-own farms or farmers' market 34.3% 30.3% 31.6% 108 Going to gamble in casinos 34.2% 25.0% 28.0% 122 Going to bars with live pop or rock bands 30.5% 20.2% 23.6% 129 Going to rock music concerts 27.4% 18.3% 21.3% 129 Going dancing 26.7% 17.9% 20.8% 128 Going to botanical gardens 25.6% 17.2% 20.0% 128 Going to classical music concerts 21.9% 11.5% 14.9% 147 Going to day spas 19.2% 5.9% 10.3% 187 Staying overnight in a hotel or B&B in own city 14.1% 8.8% 10.6% 133 Going to jazz clubs 13.2% 5.3% 7.9% 167 Going to the ballet 11.4% 4.9% 7.0% 162 Going to the opera 9.5% 3.9% 5.7% 165 Going to rodeos 8.3% 8.2% 8.2% 101

12 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 11 Outdoor Activities Pursued While on Trips Those who went fine dining or visited spas were very active in outdoor activities while on trips. Relative to the average U.S. Traveler this segment was more likely to go sailing and surfing, scuba and snorkelling, exercising and jogging, golfing, downhill skiing and snowboarding, cross-country skiing and snowshoeing, and to participate in an extreme sport or a board and blade activity. Several of these activities often involve considerable investment in equipment (e.g., golfing, downhill skiing, scuba diving), reflecting the relative affluence of this segment. Fig. 9 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Did Not Go Went Fine Dining or Visited a Spa Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Ocean Activities (e.g., swimming in ocean, ocean kayaking) 54.1% 32.4% 39.6% 137 Wildlife Viewing 44.2% 30.4% 34.9% 126 Hiking, Climbing & Paddling 31.0% 19.8% 23.5% 132 Games & Individual Sports (e.g., tennis, board games) 30.1% 18.3% 22.2% 136 Boating & Swimming (e.g., motorboating, swimming in lakes) 27.4% 17.9% 21.0% 130 Exercising & Jogging 23.8% 9.3% 14.1% 169 Fishing 20.6% 17.9% 18.8% 110 Golfing 16.9% 7.6% 10.7% 159 Downhill Skiing & Snowboarding 12.6% 5.8% 8.0% 157 Team Sports (e.g., football, baseball, basketball) 10.6% 6.5% 7.9% 135 Cycling 9.8% 4.6% 6.3% 155 Horseback Riding 9.7% 4.4% 6.2% 157 Snowmobiling & ATVing 9.5% 6.0% 7.1% 133 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 8.7% 2.8% 4.8% 183 Scuba & Snorkelling 7.1% 2.6% 4.1% 174 Board & Blade (e.g., skateboarding, ice-skating) 6.4% 2.9% 4.0% 158 Hunting 5.3% 5.4% 5.4% 99 Motorcycling 3.7% 2.8% 3.1% 120 Extreme Air Sports (e.g., parachuting, bungee jumping) 3.2% 1.0% 1.7% 187 Cross-country Skiing & Snowshoeing 3.1% 1.3% 1.9% 163 Extreme Skiing (e.g., heli-skiing, overnight x-country trips) 0.6% 0.2% 0.3% 188

13 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 12 Outdoor Activities Pursued While Not on Trips When NOT traveling, those who went fine dining or visited spas on trips were only slightly more likely than the average U.S. Traveler to participate in most outdoor activities. The majority went on day outings to a park, exercised at home or at a fitness club, went swimming and gardened at home. Relative to the average U.S. Traveler, they were much more likely to go jogging, downhill skiing and crosscountry skiing and to have played racquet sports when not traveling. They were less likely than average to go hunting, fishing or camping. Fig. 10 Outdoor Activities Pursued While NOT on Trips Did Not Go Went Fine Dining or Visited a Spa Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Day outing to a park 65.9% 61.7% 63.1% 104 Exercising at home or at a fitness club 64.7% 51.8% 56.0% 115 Swimming 61.8% 53.9% 56.5% 109 Gardening 55.9% 51.7% 53.1% 105 Picnicking 49.8% 46.7% 47.7% 104 Hiking 37.2% 30.2% 32.5% 115 Fishing 30.3% 34.0% 32.8% 92 Cycling 26.1% 21.3% 22.9% 114 Jogging 24.8% 16.9% 19.5% 127 Sailing or other boating 24.4% 17.7% 20.0% 122 Camping 23.9% 28.1% 26.7% 89 Golfing 23.8% 15.6% 18.3% 130 Playing team sports 17.9% 14.8% 15.8% 113 Playing racquet sports (e.g., tennis or badminton) 17.3% 11.2% 13.2% 131 Riding an all-terrain vehicle (ATV) 11.0% 11.7% 11.5% 96 Horseback riding 10.3% 7.8% 8.6% 119 Hunting 10.0% 12.6% 11.8% 85 Canoeing or kayaking 9.5% 7.0% 7.8% 121 Rollerblading 8.5% 6.8% 7.3% 116 Downhill skiing 8.2% 4.5% 5.7% 144 Ice-skating 6.9% 4.8% 5.5% 126 Snowmobiling 3.6% 3.2% 3.3% 110 Cross-country skiing 3.5% 2.0% 2.5% 141 Snowboarding 3.4% 2.3% 2.7% 126 Skateboarding 2.4% 2.1% 2.2% 111

14 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 13 Accommodations Stayed In While on Trips Travelers who went fine dining or visited spas tended to stay at resorts. A seaside resort was the most popular resort type, followed by a lakeside or riverside resort, and a ski or mountain resort. This segment was twice as likely as the average U.S. Traveler to have stayed at a health spa in the past two years. They were also more likely than average to have stayed in an accommodation that specializes in gourmet cuisine (e.g., country inn or resort with a gourmet restaurant, cooking school, wine tasting school). Fig. 11 Accommodations Stayed In While on Trips Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Seaside Resort 31.2% 12.0% 18.3% 170 Lakeside/Riverside Resort 19.7% 8.9% 12.4% 158 A Public Campground in a National, State, Provincial or Municipal Park 18.5% 16.2% 16.9% 109 Ski Resort or Mountain Resort 15.0% 6.0% 9.0% 168 A Private Campground 10.6% 10.0% 10.2% 104 Health Spa 8.1% 0.7% 3.1% 259 Wilderness Lodge You Can Drive to by Car 5.6% 2.5% 3.5% 160 A Camp Site in a Wilderness Setting (Not a Campground) 5.6% 4.3% 4.7% 119 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 5.0% 3.9% 4.2% 117 Country Inn or Resort with Gourmet Restaurant 4.6% 0.7% 2.0% 234 Farm or Guest Ranch 2.8% 1.6% 2.0% 142 On a Houseboat 2.7% 0.8% 1.4% 190 Remote or Fly-In Wilderness Lodge 1.5% 0.5% 0.8% 186 Cooking School 1.3% 0.2% 0.6% 222 Wine Tasting School 1.0% 0.1% 0.4% 235 Remote or Fly-In Wilderness Outpost 0.9% 0.2% 0.4% 194

15 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 14 Tours and Cruises Taken During Past Two Years Those who went fine dining and visited spas on trips were much more likely than the average U.S. Traveler to have taken tours and cruises of all types in the past two years. Sameday tours (both organized and self-guided), city tours and scenic countryside drives were most popular. This segment was particularly more likely than average to have taken tours of wineries and air tours by airplane or helicopter. Fig. 12 Tours and Cruises Taken During Past Two Years Went Fine Did Not Go Dining or Visited Fine Dining or a Spa Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, A self-guided sameday tour while on an overnight trip 27.2% 15.3% 19.2% 142 An organized sameday guided tour while on an overnight trip 26.7% 14.5% 18.5% 144 Around the city 23.9% 11.8% 15.8% 152 Around the country side - scenic drives 19.2% 10.1% 13.1% 147 A self-guided overnight tour where you stayed in different locations 15.4% 7.9% 10.4% 148 Caribbean ocean cruise 13.3% 6.9% 9.0% 148 On the water (sightseeing cruise) 13.1% 5.1% 7.8% 169 Some other type of tour 12.4% 7.1% 8.8% 141 An organized overnight guided tour where you stayed in different locations 11.9% 5.9% 7.9% 152 Wilderness tour 11.0% 5.7% 7.4% 148 An organized overnight guided tour where you stayed in a single location 10.2% 5.0% 6.7% 151 To a casino 8.2% 3.3% 4.9% 167 Ocean cruise - Other 7.6% 3.4% 4.8% 158 To a winery 6.9% 2.0% 3.6% 192 Alaskan ocean cruise 3.7% 1.9% 2.5% 147 Cruise on another lake or river 3.2% 1.4% 2.0% 164 To a factory 2.9% 1.3% 1.8% 159 Some other type of cruise 2.9% 1.1% 1.7% 169 In the air as a pilot or passenger of an airplane or helicopter 2.8% 0.7% 1.4% 199 Great Lakes cruise 0.7% 0.2% 0.4% 182 Cruise on the St. Lawrence River 0.5% 0.2% 0.3% 161 Submarine cruise 0.4% 0.2% 0.2% 179

16 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 15 Benefits Sought While on Vacation As with most U.S. Travelers, those who went fine dining or visited spas take a vacation to get a break from their day-to-day environment, relax and relieve stress, create lasting memories, enrich family relationships and live without a fixed schedule. Relative to other U.S. Travelers, this segment is more likely to consider it important that a vacation destination has lots to see and do, is intellectually stimulating, offers learning opportunities and allows them to be pampered. Fig.13 Benefits Sought While on Vacation (Percent Rating Each Benefit as Highly Important ) To get a break from your day-to-day environment To relax and relieve stress To create lasting memories To enrich your relationship with your spouse/partner/children To have a life with no fixed schedule To see or do something new and different To keep family ties alive To enrich your perspective on life To gain knowledge of history, other cultures or other places To stimulate your mind/be intellectually challenged To be pampered To renew personal connections with people (other than family) To have stories to share back at home To be challenged physically/to feel physically energized To seek solitude and isolation 29% 20% 25% 17% 23% 16% 21% 13% 20% 18% 14% 12% 13% 11% 13% 12% 60% 56% 58% 53% 53% 53% 49% 40% 42% 48% Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa 74% 70% 74% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80%

17 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 16 Other Attributes of a Destination Considered Important Most of those who went fine dining or visited spas consider it important that they feel safe at a vacation destination and have lots of things to see and do. Relative to other U.S. Travelers, they are especially likely to consider it important that a destination is directly accessible by air and offers mid-range or luxury accommodation. Conversely, they are less likely than average to consider it important that the destination is conveniently accessible by car and offers budget accommodation. Fig. 14 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination Lots of things for adults to see and do 45% 52% No health concerns at the destination 44% 43% Convenient access by car 44% 55% Availability of mid-range accommodation 29% 40% Direct access by air 22% 34% Information about the destination available on the Internet 32% 27% Low cost package deals available for the destination 28% 34% Availability of budget accommodation 22% 33% Great shopping opportunities 19% 15% Being familiar with the culture and language of the destination 19% 25% Lots of things for children to see and do 17% 22% Availability of luxury accommodation 6% 15% Having friends or relatives living there 10% 16% 10% Went Fine Dining or Being at a place that is very different, culturally than mine 7% Visited a Spa Convenient access by train/bus 8% 8% Did Not Go Fine Destination is disabled-person-friendly 7% 10% Dining or Visit a Spa Availability of camping 6% 9% 73% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80%

18 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 17 How Destinations Are Selected Similar to most U.S. Travelers, the majority of those who went fine dining or visited spas start planning a summer or winter trip with a desired destination already in mind. However, this experienced travel segment exhibits above-average interest in package deals. Fig. 15 How Destinations Are Selected (Summer and Winter Vacations) Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Summer Started with a desired destination in mind 60.4% 57.0% 58.2% 104 Started by considering specific activities wanted to do 9.4% 10.2% 9.9% 95 Started with a certain type of vacation experience in mind 17.8% 17.0% 17.3% 103 Looked for packaged deals - no destination in mind 1.5% 0.9% 1.1% 137 Considered something else first 4.3% 4.7% 4.6% 94 Don't know / Other 6.6% 10.1% 8.9% 75 Winter Started with a desired destination in mind 60.4% 58.0% 58.9% 102 Started by considering specific activities wanted to do 11.9% 10.9% 11.3% 106 Started with a certain type of vacation experience in mind 15.3% 14.4% 14.8% 104 Looked for packaged deals - no destination in mind 1.7% 1.2% 1.4% 121 Considered something else first 4.2% 6.1% 5.3% 79 Don't know / Other 6.4% 9.4% 8.3% 78

19 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 18 Trip Planning and Information Sources Consulted Most travelers who went fine dining or visited spas while on trips were responsible for planning their trips either on their own (41.4%) or with someone else (18.6%). When making vacation plans, they consult a wider variety of sources than the typical U.S. Traveler. The majority in this segment use Internet websites, past experience and word-of-mouth as sources for travel information. They are more likely than the average U.S. Traveler to obtain information from travel agents, newspaper or magazine articles, travel guidebooks such as Fodor s, television programs, and newsletters or magazines. Fig. 16 Who Plans Vacations and Information Sources Consulted Did Not Go Went Fine Dining or Visited a Spa Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Who Plans Respondent plans trips 41.4% 38.0% 39.2% 106 Trips? Trip planning a shared responsibility 18.6% 17.1% 17.6% 106 Someone else plans trips 40.0% 44.8% 43.2% 92 Information An Internet website 85.6% 70.9% 76.0% 113 Sources Past experience / Been there before 61.4% 50.8% 54.5% 113 Consulted Advice of others / Word-of-mouth 52.9% 41.4% 45.4% 117 Maps 36.5% 30.7% 32.7% 112 An auto club such as AAA 29.0% 21.4% 24.0% 121 Official travel guides or brochures from state / province 26.5% 17.5% 20.6% 129 A travel agent 26.4% 14.5% 18.6% 142 Articles in newspapers/magazines 26.2% 13.9% 18.1% 145 Visitor information centres 23.8% 18.6% 20.4% 117 Travel information received in the mail 20.6% 13.2% 15.8% 131 Travel guide books such as Fodor's 20.0% 7.8% 12.0% 166 Advertisements in newspapers/magazines 15.0% 8.7% 10.9% 138 Programs on television 11.1% 5.1% 7.1% 155 An electronic newsletter or magazine received by 10.0% 3.9% 6.0% 167 Advertisements on television 5.6% 3.2% 4.0% 140 Visits to trade, travel or sports shows 3.5% 1.9% 2.4% 144

20 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 19 Use of the Internet to Plan and Arrange Trips 80.3% of those who went fine dining or visited spas while on trips use the Internet to either plan or book trips. They are much more likely than the average U.S. Traveler to use the Internet to book travel (62.3%). The majority use travel planning / booking websites (e.g., Expedia), hotel or resort websites, and airline websites. They are also more likely than average to consult cruise line websites. Those who went fine dining or visited spas most often book airline tickets and accommodation over the Internet. They are also more likely than average to use the Internet to book car rentals, tickets for specific activities or attractions, vacation packages and travel fares for rail, bus or boat/ship. Fig. 17 Use of the Internet to Plan and Book Travel Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Percent Using Does not use the Internet 19.7% 36.5% 31.0% 64 Internet to Plan Uses Internet to plan trips only 18.0% 21.2% 20.1% 89 or Book Travel Uses Internet to book part of trip 62.3% 42.3% 48.9% 127 Types of A travel planning / booking website 64.7% 49.9% 55.6% 116 Websites A website of a hotel or resort 63.2% 47.0% 53.3% 119 Consulted An airline's website 57.6% 37.9% 45.6% 126 A tourism website of a country / region / city 40.1% 31.9% 35.1% 114 A website of an attraction 36.8% 31.2% 33.4% 110 Some other website 26.3% 24.3% 25.1% 105 A cruise line website 17.9% 9.0% 12.4% 144 A motorcoach website 1.6% 1.2% 1.3% 117 Parts of Trips Air tickets 79.1% 64.4% 70.6% 112 Booked Over Accommodations 76.0% 68.8% 71.9% 106 The Internet Car rental 46.4% 31.9% 38.0% 122 Tickets or fees for specific activities or attractions 32.7% 21.8% 26.3% 124 A package containing two or more items 23.7% 13.5% 17.8% 133 Tickets for rail, bus or boat/ship fares 15.8% 9.1% 11.9% 133 Other 3.3% 2.6% 2.9% 114

21 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 20 Media Consumption Habits Those who went fine dining and visited spas while on trips are avid consumers of travelrelated media. They are much more likely than the average U.S. Traveler to read the travel section of a newspaper and travel magazines, to watch travel shows on television and to visit-related travel websites. Travelers in this segment are also frequent consumers of lifestyle media (e.g., city living magazines, fashion & beauty magazines, cooking shows, house & home websites), cultural media (e.g., jazz, classical music and multicultural radio stations), and business magazines and websites (e.g., business, finance & investing magazines). Fig. 18 Media Consumption Habits Went Fine Dining or Visited a Spa Did Not Go Fine Dining or Visit a Spa Travelers Index Size of Market 56,185, ,324, ,510, Newspaper Reads daily newspaper 63.7% 58.0% 59.9% 106 Readership Reads weekend edition of newspaper 60.2% 53.2% 55.5% 108 Reads local neighbourhood or community newspapers 52.4% 48.1% 49.5% 106 Reads other types of newspapers 18.3% 11.7% 13.9% 132 Frequently or occasionally reads travel section of daily newspaper 50.6% 39.2% 43.0% 118 Frequently or occasionally reads travel section of weekend newspaper 57.9% 45.1% 49.3% 117 Types of Magazines about your city 11.7% 4.6% 6.9% 169 Magazines Travel (e.g., Condé Nast) 17.6% 7.2% 10.6% 165 Read Business, finance and investing 20.7% 10.7% 14.0% 148 (Top 5 Indexed) Regional magazines 9.4% 5.6% 6.8% 137 Fashion and beauty 18.6% 11.7% 14.0% 133 Type of Travel shows 36.6% 25.2% 28.9% 126 Television Late night talk shows 31.6% 24.9% 27.1% 117 Programs Biography 37.8% 30.5% 32.9% 115 Watched Shopping channels 8.8% 7.2% 7.7% 114 (Top 5 Indexed) Cooking shows 41.3% 34.9% 37.0% 112 Type of Jazz/Big band 13.6% 8.3% 10.0% 136 Radio Classical music 18.4% 12.1% 14.1% 130 Programs Multicultural 6.0% 4.1% 4.7% 126 Listened To All sports 14.8% 10.5% 11.9% 124 (Top 5 Indexed) News/Talk/Information 39.6% 28.9% 32.4% 122 Types of Travel 60.5% 41.1% 48.0% 126 Websites Magazine sites 18.4% 12.8% 14.8% 124 Visited House and home 33.9% 25.9% 28.7% 118 (Top 5 Indexed) Network news sites (e.g., CNN) 45.5% 34.9% 38.7% 118 Newspaper sites 34.8% 26.8% 29.6% 117

22 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 21 Activity Segment Historical Sites, Museums & Art Galleries Shopping & Dining Aboriginal Cultural Experiences Fairs & Festivals Science & Technology Exhibits Theme Parks & Exhibits High Art Performances Professional Sporting Events Theatre, Film & Musical Festivals Tastings Casino, Theatre & Comedy Clubs Participatory Historical Activities National & International Sporting Events Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation Activities in Segment Well-known Historic Sites or Buildings Other Historic Sites, Monuments and Buildings Strolling Around a City to Observe Buildings and Architecture Museum - General History or Heritage Museums Shop Or Browse - Bookstore or Music Store Shop Or Browse - Clothing, Shoes and Jewellery Shop Or Browse - Local Arts & Crafts Studios or Exhibitions Dining - Restaurants Offering Local Ingredients and Recipes Aboriginal Cuisine (Tasted or Sampled) Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres) Aboriginal Festivals & Events (e.g., Powwows) Farmers' Markets or Country Fairs Carnivals Exhibition or Fairs Food / Drink Festivals Science or Technology Museums Science & Technology Theme Parks Planetarium Amusement Park Water Theme Park Movie Theme Park Classical or Symphony Concert Opera Professional Football Games Professional Basketball Games Professional Baseball Games Theatre Festivals Comedy Festivals Literary Festivals or Events Went to Wineries for Day Visits and Tasting Went to Breweries for Day Visits and Tasting Stand-Up Comedy Clubs and Other Variety Shows Went to a Casino Historical Re-Enactments (as an Actor) Curatorial Tours National / International Sporting Events such as the Olympic Games Professional Figure Skating Well-known Natural Wonders Historical Replicas of Cities or Towns With Historic Re-Enactments Museum - Military / War Museums Art Galleries Shop Or Browse - Antiques Shop Or Browse - Gourmet Foods in Retail Stores Shop Or Browse - Greenhouse or Garden Centre Went to Local Outdoor Cafes Aboriginal Arts and Crafts Shows Aboriginal Cultural Experiences in a Remote or Rural Setting Aboriginal Outdoor Adventure and / or Sports Firework Displays Ethnic Festivals Free Outdoor Performances (e.g., Theatre, Concerts) in a Park Circus Children's Museums Went to an Imax Movie Theatre Aquariums Zoos Wax Museums Ballet or Other Dance Performances Jazz Concert Professional Golf Tournaments Professional Ice Hockey Games International Film Festivals Music Festivals Cooking / Wine Tasting Courses Visited Food Processing Plants (e.g., Cheese Factory) Live Theatre with Dinner Live Theatre Interpretive Program at a Historic Site or National / Provincial Park Curling Bonspiel Professional Soccer Games

23 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 22 Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation Gardens Theme Garden Theme Park Botanical Gardens Attractions Rock Concerts & Dancing Rock & Roll / Popular Music Concert Recreational Dancing Archaeological Digs & Sites Archaeological Digs Paleontological / Archaeological Sites Equine (Horse) Competitions Country / Western Music Concerts Equestrian & Western Western Theme Events (e.g., Rodeos) Auto Races Events Horse Races Fine Dining & Spas High-End Restaurants with an International Reputation Other High-End Restaurants Day Visit to a Health and Wellness Spa while on an Overnight Trip Dining At A Farm Harvesting and / or Other Farm Operations Agro-Tourism Went Fruit Picking at Farms or Open Fields Entertainment Farms (e.g., Corn Maze, Petting Barnyard) Amateur Tournaments Amateur Sports Tournaments and Amateur Tournaments and Competitions other Competitions than Sports-related

24 TAMS 2006: U.S. Activity Profile: Fine Dining and Spa Visits While on Trips Page 23 Activity Segment Golfing Hunting Fishing Wildlife Viewing Hiking, Climbing & Paddling Boating & Swimming Ocean Activities Sailing & Surfing Appendix Two: U.S. TAMS 2006 Outdoor Activity Segmentation Activities in Segment Played During a Stay at a Golf Resort with Overnight Stay Played an Occasional Game While on a Trip Hunting for Small Game Hunting for Big Game Fresh Water Fishing Ice Fishing Viewing Land Based Animals Whale Watching & Other Marine Life Wildflowers / Flora Viewing Mountain Climbing / Trekking Rock Climbing Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging Ice Climbing Motorboating Water Skiing Swimming in Oceans Sunbathing, Sitting on a Beach Sailing Wind Surfing Golf Tour Package to Play on Various Courses Hunting for Birds Salt Water Fishing Trophy Fishing Bird Watching Visited National, Provincial / State Park Viewing Northern Lights Fresh Water Kayaking / Canoeing White Water Rafting Same Day Hiking Excursion While on a Trip of 1+ Nights Wilderness Skills Courses Swimming in Lakes Snorkelling in Sea / Ocean Ocean Kayaking or Canoeing Parasailing Kite Surfing Scuba Diving in Lakes / Rivers Scuba Diving in Sea / Ocean Scuba & Snorkelling Snorkelling in Lakes / Rivers Exercising & Jogging Working Out in Fitness Centre Jogging or Exercising Outdoors Overnight Touring Trip Recreational - Same Day Excursion Cycling Mountain Biking Motorcycling Overnight Touring Trip Same Day Excursion Horseback Riding With an Overnight Stop Same Day Excursion All Terrain Vehicle - Overnight Touring Trip Snowmobiling As an Overnight Touring Trip Snowmobiling & ATVing All Terrain Vehicle - Same Day Excursion Snowmobiling Day Use on Organized Trail Downhill Skiing & Snowboarding Cross-country Skiing & Snowshoeing Extreme Skiing Hockey, Skating, Rollerblading & Skateboarding Extreme Air Sports Team Sports Games & Individual Sports Snowboarding Cross-country Skiing Heli-Skiing Ski Jouring Ice-Hockey Ice-Skating Parachuting Hang Gliding Football Baseball or Softball Board Games Volleyball Beach Volleyball Bowling Downhill Skiing Snowshoeing Cross Country or Back Country as an Overnight Touring Trip In-Line / Rollerblading Skateboarding Hot Air Ballooning Bungee Jumping Basketball Soccer Badminton Tennis Mini-Golf