U.S. TRAVEL MARKET Visiting Theme While on Trips Of One or More Nights A Profile Report August 31, 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
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 1 Executive Summary Over the last two years, 10.5% (23,307,038) of adult Americans visited garden theme attractions while on an out-of-town, overnight trip of one or more nights. More adult Americans visited botanical gardens (9.1%) than visited garden theme parks (3.2%) while on trips. 20.6% (4,804,719) of those who visited garden theme attractions reported that this activity was the main reason for taking at least one trip in the past two years. Those who visited garden theme attractions while on trips are slightly more likely to be female than male. Relative to the average U.S. Traveler, they are more likely to be older (58.3% 45 or older) and married without dependent children (18 and younger) living at home. They tend to be well-educated (68.2% university degree or higher) with above-average household incomes ($83,478). They are over-represented in Alaska and the Pacific and Middle Atlantic regions of the United States as well as in large cities. Over the past two years, those who visited garden theme attractions while on trips traveled more frequently than the average U.S. Traveler and they were almost twice as likely to have taken a trip to Canada (28.5% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however, they were over-represented among U.S. visitors to all Canadian provinces and territories. This segment is a prime target market for Canadian tourism initiatives. Those who visited garden theme attractions while on trips were much more active than the average U.S. Traveler in culture and entertainment activities. They were especially more likely to have visited attractions with an educational theme (e.g., science & technology exhibits, aboriginal cultural experiences, archaeological digs), but also enjoy high art performances and fine cuisine. They were also quite active in outdoor activities while traveling including nature-oriented sightseeing (e.g., wildlife viewing) and more strenuous physical activities (e.g., sailing & surfing, cycling). They were much more likely than average to have taken a wide variety of tours and cruises in the past two years. Not surprisingly, this segment seeks vacation destinations that offer novelty, intellectual stimulation, cultural distinctiveness and opportunities to learn. Those who visited garden theme attractions while traveling were more likely than average to use the Internet to plan (79.3%) and book travel (60.6%) in the past two years. They are avid consumers of travel-related media, however they can also be targeted effectively through media that focuses on home and gardens and natural science as well as radio stations that offer classical, multicultural or jazz music.
TAMS 2006: U.S. Activity Profile: Visiting Theme 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 2005. 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 visited garden theme attractions 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.
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 3 Visiting Theme While on Trips Market Incidence Over the last two years, 10.5% of adult Americans (23,307,038) visited garden theme attractions while on an out-of-town, overnight trip of one or more nights. More adult Americans (9.1%) visited a botanical garden than visited a garden theme park (3.2%). 1.8% of adult Americans (3,958,224) visited both types of garden attractions while on a trip in the past two years. 20.6% (4,804,719 adult Americans) of those who visited garden theme attractions 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 garden theme park was more likely to be the main reason for taking a trip than visiting a botanical garden. Fig. 1 Incidence of Visiting Theme While on Trips 1 Number Who Visited 2 Percent Main Reason for Trip 3 Percent of Travelers 4 Percent of Total U.S. Population 5 Size of Market 23,307,038 4,804,719 170,510,241 222,846,268 Theme (All Activities) 23,307,038 20.6% 13.7% 10.5% Visited botanical garden 20,119,229 18.4% 11.8% 9.1% Visited garden theme park 7,146,034 26.7% 4.2% 3.2% Participated in both activities 3,958,224 20.3% 2.3% 1.8% 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 visited garden theme attractions 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.
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 4 Incidence by Region, State and Population Size Relative to the average U.S. Traveler, those who visited garden theme attractions while on trips are over-represented among those living in Alaska and the Pacific and Middle Atlantic regions of the United States. They are also more likely to live in large cities (population 2 million or more) than in mid-sized and smaller communities. Fig. 2 Geographic Distribution & Population Size of Those Who Visited Theme While on Trips Total Population Estimated Number Who Visited on a Trip Percent of Travelers in Region Who Visited on a Trip Percent of Total Regional Population Who Visited on a Trip United States 222,846,268 23,307,038 13.7% 10.5% New England 11,095,629 1,203,052 14.0% 10.9% Middle Atlantic 31,005,526 3,360,171 14.6% 10.9% East North Central 34,621,254 3,586,318 13.5% 10.4% West North Central 15,024,360 1,688,203 14.0% 11.3% South Atlantic 42,602,998 4,356,514 13.6% 10.3% East South Central 13,597,436 944,350 9.9% 7.0% West South Central 24,853,901 2,302,597 12.7% 9.4% Mountain 15,030,720 1,615,223 13.3% 10.8% Pacific 34,529,689 4,165,226 14.9% 12.1% Alaska 484,754 85,384 20.2% 17.6% Not Available 745,757 111,140 17.9% 14.9% Less than 100,000 29,429,442 2,443,500 11.8% 8.4% 100,000 to 499,999 36,551,501 3,489,365 12.8% 9.7% 500,000 to 1,999,999 52,335,815 5,067,005 12.7% 9.7% 2,000,000 or more 103,783,753 12,196,028 14.8% 11.8% Those who visited garden theme attractions when on trips are most likely to live in New Mexico, Alaska, Vermont, Massachusetts and Michigan. They are least likely to live in District of Columbia, Arkansas, Kentucky, Louisiana and Idaho (see Fig. 3 on next page).
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 5 Region Fig. 3 Those Who Visited Theme While on Trips by U.S. State State Population of State Estimated Number Who Visited Percent of Travelers in State Percent of State Population United States All States 222,846,268 23,307,038 13.7% 10.5% New England Connecticut 2,685,692 295,325 14.3% 11.0% Maine 1,047,770 83,587 11.5% 8.0% Massachusetts 4,423,562 558,919 16.0% 12.8% New Hampshire 1,604,344 121,938 10.2% 7.6% Rhode Island 837,445 81,026 11.6% 9.7% Vermont 496,816 62,256 16.3% 12.5% Middle New Jersey 6,708,501 777,063 14.9% 11.6% Atlantic New York 14,727,054 1,671,286 15.2% 11.4% Pennsylvania 9,569,972 911,823 13.3% 9.5% East Illinois 9,521,097 1,088,113 14.6% 11.6% North Indiana 4,717,624 369,448 10.3% 7.8% Central Michigan 7,709,890 926,619 15.5% 12.1% Ohio 8,412,962 829,318 13.4% 9.9% Wisconsin 4,259,682 372,820 10.8% 8.8% West Iowa 2,262,393 263,053 14.7% 11.6% North Kansas 2,304,474 228,676 12.9% 9.9% Central Minnesota 3,946,220 498,145 14.8% 12.6% Missouri 4,138,758 469,356 14.7% 11.5% Nebraska 1,304,361 131,149 12.5% 10.1% North Dakota 488,140 46,562 11.3% 9.5% South Dakota 580,015 51,263 11.4% 8.8% South Delaware 646,427 58,954 12.1% 9.8% Atlantic District of Columbia 521,285 22,945 6.6% 4.4% Florida 13,937,467 1,543,777 14.4% 11.1% Georgia 6,668,302 691,923 13.6% 10.4% Maryland 3,428,206 336,652 12.6% 9.8% North Carolina 6,651,453 635,131 12.9% 9.7% South Carolina 3,241,944 326,410 13.8% 10.1% Virginia 5,957,159 640,467 13.9% 10.8% West Virginia 1,550,755 100,254 11.5% 6.9% East Alabama 3,431,591 242,927 10.0% 7.1% South Kentucky 3,447,277 208,580 8.6% 6.2% Central Mississippi 2,156,793 198,317 14.3% 9.2% Tennessee 4,561,775 294,526 8.9% 6.5% West Arkansas 2,103,346 98,361 6.9% 5.2% South Louisiana 3,367,908 193,839 8.6% 5.9% Central Oklahoma 2,643,565 217,765 11.5% 8.2% Texas 16,739,082 1,792,632 14.3% 10.9% Mountain Arizona 4,451,660 444,473 12.6% 10.0% Colorado 3,501,822 399,013 13.8% 11.4% Idaho 1,044,920 72,010 8.8% 6.9% Montana 726,027 71,286 11.9% 9.8% Nevada 1,809,582 200,565 13.8% 11.1% New Mexico 1,433,596 231,317 21.0% 16.9% Utah 1,671,322 163,031 11.6% 9.8% Wyoming 391,790 33,529 10.1% 8.6% Pacific Alaska 484,754 85,384 20.2% 17.6% California 26,965,837 3,297,775 15.0% 12.3% Oregon 2,793,303 295,379 13.7% 10.6% Washington 4,770,549 572,073 15.0% 12.1%
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 6 Demographic Profile Travelers who visited garden theme attractions are slightly more likely to be female than male. Relative to the average U.S. Traveler, they tend to be older (58.3% 45 or older) and married without dependent children (18 or younger) living at home. They are also more affluent with relatively high levels of education (68.2% university degree) and above-average household incomes ($83,478). Fig. 4 Demographic Profile of Those Who Visited Theme Attraction on a Trip Relative to All U.S. Travelers Visited Did Not Visit 1 Travelers Index 2 Attribute Size of Market 23,307,038 147,203,203 170,510,241 100 Gender Male 47.2% 48.7% 48.5% 97 Female 52.8% 51.3% 51.5% 103 Age of 18 to 24 6.9% 11.5% 10.8% 64 Respondent 25 to 34 18.9% 21.3% 21.0% 90 35 to 44 15.8% 17.5% 17.3% 91 45 to 54 22.1% 20.9% 21.0% 105 55 to 64 20.2% 14.7% 15.5% 131 65 Plus 16.0% 14.2% 14.4% 111 Average Age 47.9 45.0 45.4 N/A Marital Status Not married 26.0% 31.3% 30.5% 85 Married 74.0% 68.7% 69.5% 107 Parental No children under 18 75.7% 69.1% 70.0% 108 Status Children under 18 24.3% 30.9% 30.0% 81 Education High school or less 12.5% 21.8% 20.5% 61 Trade, Technical, Community Col. 19.3% 21.7% 21.4% 90 University Degree 42.5% 40.8% 41.1% 104 Post Graduate Degree 25.7% 15.7% 17.1% 150 Household Under $20,000 5.5% 8.5% 8.1% 68 Income $20,000 to $39,999 12.4% 16.8% 16.2% 77 $40,000 to $59,999 16.3% 16.8% 16.7% 98 $60,000 to $79,999 15.5% 14.5% 14.7% 106 $80,000 to $99,999 13.0% 11.4% 11.6% 112 $100,000 to $149,999 17.4% 13.9% 14.4% 121 $150,000 or more 8.9% 6.3% 6.7% 133 Not stated 11.0% 11.8% 11.7% 95 Average Household Income $83,478 $72,839 $74,303 N/A 1 - Those who Did Not Visit are defined as individuals who took at least one out-oftown, overnight pleasure trip of one or more nights in the last two years but did not visit a garden theme attraction on any trip. The number of visitors and non-visitors equals the number of Travelers. 2 - The Index is calculated by dividing the percent for those who visited garden theme attractions in each group by the percent of Travelers in each group. The Index indicates the extent to which those who visited garden theme attractions 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 over-represented 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.
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 7 Travel Activity (During Last Two Years) Those who visited garden theme attractions while on trips traveled more frequently over the past two years than the average U.S. Traveler. They were more likely than average to have taken trips within the United States as well as Mexico, the Caribbean and overseas destinations. Travelers who visited garden theme attractions were almost twice as likely as the average U.S. Traveler to have taken a trip to Canada in the past two years (28.5% versus 14.6%). The most common destinations in Canada were Ontario (15.5%), British Columbia (10.7%) and Quebec (7.2%). However, this segment is overrepresented among U.S. visitors to all Canadian provinces and territories making them a prime target market for Canadian tourism initiatives. Fig. 5 Percent Traveling to Canada and Other Destinations during Past Two Years Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 All destinations 92.7% 84.2% 85.4% 109 Canada 28.5% 12.4% 14.6% 196 Newfoundland and Labrador 1.3% 0.3% 0.4% 304 Prince Edward Island 1.8% 0.4% 0.6% 290 New Brunswick 2.1% 0.6% 0.8% 260 Nova Scotia 3.4% 1.0% 1.3% 250 Quebec 7.2% 2.4% 3.1% 233 Ontario 15.5% 7.1% 8.3% 188 Manitoba 1.1% 0.4% 0.5% 203 Saskatchewan 1.0% 0.4% 0.5% 201 Alberta 2.7% 1.0% 1.2% 228 British Columbia 10.7% 3.1% 4.1% 260 Yukon 1.7% 0.4% 0.6% 301 Northwest Territories 1.0% 0.3% 0.4% 246 Nunavut 0.1% LT 0.1% LT 0.1% 247 Own State 87.3% 78.5% 79.7% 110 Other parts of the U.S. 96.0% 89.7% 90.6% 106 Mexico 20.4% 12.5% 13.6% 150 Caribbean 19.5% 11.7% 12.7% 153 All other destinations 17.8% 8.2% 9.5% 186
TAMS 2006: U.S. Activity Profile: Visiting Theme 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. Those who visited garden theme attractions while on trips gave higher ratings than other U.S. Travelers to all Canadian destinations. British Columbia (7.0) received the highest rating, followed by Ontario (6.6), Quebec (6.5), Prince Edward Island (6.4) and Nova Scotia (6.3). In contrast to most U.S. Travelers, those who visited garden theme attractions while on trips rated British Columbia to be as appealing a vacation destination as Arizona and New York State. The relative appeal of Canadian destinations reinforces the fact that this segment offers good potential for Canadian tourism initiatives. 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) Newfoundland and Labrador Nova Scotia New Brunswick Prince Edward Island Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories New York State Colorado Florida California Hawaii Arizona Visited Did Not Visit 0 2 4 6 8 10
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 9 Other Culture and Entertainment Activities Pursued While on Trips Those who visited garden theme attractions while on trips were more likely than the average U.S. Traveler to pursue a wide array of culture and entertainment activities while traveling. They were most likely to have gone shopping and dining, and to have visited historical sites, museums and art galleries, theme parks and exhibits and festivals and fairs. Relative to the average U.S. Traveler, they exhibited special interest in attractions with an educational theme (e.g., science & technology exhibits, agro-tourism, aboriginal cultural experiences, archaeological digs & sites, participatory historical activities) as well as high art performances and theatre, film and music festivals. They were also more likely than average to participate in activities related to fine cuisine (e.g., fine dining and spa visits, wine, beer and food tastings). Fig. 7 Cultural and Entertainment Activities Pursued While on Trips (See Appendix One for a Definition of Each Type of Culture & Entertainment Activity) Did Not Visit Visited Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Shopping & Dining 94.2% 75.1% 77.7% 121 Historical Sites, Museums & Art Galleries 86.1% 48.3% 53.5% 161 Theme Parks & Exhibits 78.8% 44.2% 49.0% 161 Fairs & Festivals 70.2% 36.3% 41.0% 171 Casino, Theatre & Comedy Clubs 64.1% 42.5% 45.4% 141 Science & Technology Exhibits 54.3% 20.1% 24.8% 219 Fine Dining & Spas 52.9% 29.8% 33.0% 161 Wine, Beer & Food Tastings 45.7% 19.3% 22.9% 199 Agro-Tourism 31.3% 10.7% 13.5% 232 Equestrian & Western Events 27.0% 13.6% 15.5% 175 High Art Performances 27.0% 8.4% 10.9% 247 Rock Concerts & Recreational Dancing 26.5% 13.5% 15.3% 174 Professional Sporting Events 26.5% 14.5% 16.1% 164 Aboriginal Cultural Experiences 23.0% 6.3% 8.6% 268 Theatre, Film & Musical Festivals 19.2% 6.6% 8.3% 231 Archaeological Digs & Sites 15.3% 4.0% 5.5% 277 Amateur Tournaments 13.9% 6.7% 7.7% 181 Participatory Historical Activities 12.0% 2.7% 3.9% 305 National & International Sporting Events 5.1% 1.4% 1.9% 272
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 10 Culture and Entertainment Activities Pursued While Not on Trips Travelers who visited garden theme attractions were also more likely than the average U.S. Traveler to participate in culture and entertainment activities while NOT traveling. They were most likely to dine in local restaurants and visit local festivals or fairs, museums, or historic sites. Relative to the average U.S. Traveler, they were especially likely to visit local botanical gardens and attend live arts performances (e.g., classical music, ballet, opera) when not on trips. Fig. 8 Cultural and Entertainment Activities Pursued While Not on Trips Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Going out to eat in restaurants 95.5% 92.4% 92.8% 103 Going to festivals or fairs 76.9% 63.7% 65.5% 117 Going to museums 61.1% 33.7% 37.5% 163 Going to historic sites or heritage buildings 60.9% 36.8% 40.1% 152 Going to zoos or aquariums 60.6% 43.3% 45.6% 133 Going to art galleries or art shows 50.0% 24.2% 27.8% 180 Going to botanical gardens 49.9% 15.2% 20.0% 250 Going to live theatre 45.0% 26.6% 29.2% 154 Going to amateur sporting events 44.3% 39.2% 39.9% 111 Going to pick-your-own farms or farmers' market 43.0% 29.8% 31.6% 136 Going to amusement or theme parks 40.9% 37.7% 38.1% 107 Going to professional sporting events 36.6% 34.6% 34.9% 105 Going to gamble in casinos 30.2% 27.7% 28.0% 108 Going to classical music concerts 29.5% 12.6% 14.9% 198 Going to bars with live pop or rock bands 25.9% 23.2% 23.6% 110 Going dancing 25.7% 20.1% 20.8% 123 Going to rock music concerts 23.8% 20.9% 21.3% 112 Going to day spas 16.1% 9.4% 10.3% 157 Staying overnight in a hotel or B&B in own city 15.1% 9.8% 10.6% 143 Going to the ballet 14.5% 5.9% 7.0% 205 Going to jazz clubs 13.3% 7.1% 7.9% 168 Going to the opera 11.9% 4.8% 5.7% 207 Going to rodeos 9.6% 8.0% 8.2% 116
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 11 Outdoor Activities Pursued While on Trips Travelers who visited garden theme attractions were also very active in outdoor activities while on trips. Relative to the average U.S. Traveler, this segment was especially likely to participate in less strenuous outdoor activities such as wildlife viewing and horseback riding. However, they were also more likely than average to participate in certain physically challenging activities such as sailing and surfing, scuba and snorkelling, cross-country skiing and snowshoeing, and board & blade activities (e.g., ice-skating). Fig. 9 Outdoor Activities Pursued While on Trips (See Appendix Two for a Definition of Each Type of Outdoor Activity) Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Wildlife Viewing 65.8% 30.0% 34.9% 189 Ocean Activities (e.g., swimming in ocean, ocean kayaking) 54.8% 37.2% 39.6% 139 Hiking, Climbing & Paddling 41.6% 20.6% 23.5% 177 Games & Individual Sports (e.g., tennis, board games) 34.7% 20.3% 22.2% 156 Boating & Swimming (e.g., motorboating, swimming in lakes) 31.8% 19.3% 21.0% 151 Exercising & Jogging 24.6% 12.4% 14.1% 175 Fishing 23.2% 18.1% 18.8% 123 Golfing 14.7% 10.0% 10.7% 138 Cycling 13.3% 5.2% 6.3% 210 Horseback Riding 12.6% 5.1% 6.2% 204 Downhill Skiing & Snowboarding 12.2% 7.4% 8.0% 152 Team Sports (e.g., football, baseball, basketball) 12.0% 7.2% 7.9% 152 Sailing & Surfing (e.g., sailing, windsurfing, parasailing) 10.0% 3.9% 4.8% 211 Snowmobiling & ATVing 10.0% 6.7% 7.1% 140 Board & Blade (e.g., skateboarding, ice-skating) 8.4% 3.3% 4.0% 207 Scuba & Snorkelling 7.9% 3.5% 4.1% 194 Hunting 5.7% 5.3% 5.4% 106 Cross-country Skiing & Snowshoeing 4.7% 1.4% 1.9% 250 Extreme Air Sports (e.g., parachuting, bungee jumping) 4.5% 1.3% 1.7% 261 Motorcycling 4.1% 2.9% 3.1% 133 Extreme Skiing (e.g., heli-skiing, overnight x-country trips) 0.9% 0.2% 0.3% 260
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 12 Outdoor Activities Pursued While Not on Trips This segment is also more active than the average U.S. Traveler when NOT traveling. In addition to gardening at home, the majority went on day outings to local parks and picnicking, exercised at home or at a fitness club and went swimming when not traveling. Relative to the average U.S. Traveler, they were especially likely to participate in activities with a nature theme including canoeing and kayaking, hiking and horseback riding. They are also quite active in certain winter activities such as cross-country skiing and downhill skiing when not traveling. On the other hand, this segment is less likely than average to go hunting. Fig. 10 Outdoor Activities Pursued While NOT on Trips Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Day outing to a park 74.6% 61.3% 63.1% 118 ing 67.1% 50.9% 53.1% 126 Exercising at home or at a fitness club 63.8% 54.8% 56.0% 114 Swimming 62.4% 55.6% 56.5% 110 Picnicking 59.6% 45.9% 47.7% 125 Hiking 47.1% 30.2% 32.5% 145 Fishing 32.3% 32.8% 32.8% 99 Cycling 30.9% 21.6% 22.9% 135 Camping 29.3% 26.3% 26.7% 110 Sailing or other boating 25.1% 19.1% 20.0% 126 Jogging 22.5% 19.0% 19.5% 115 Golfing 19.3% 18.1% 18.3% 105 Playing racquet sports (e.g., tennis or badminton) 17.9% 12.5% 13.2% 135 Playing team sports 15.7% 15.8% 15.8% 100 Canoeing or kayaking 12.3% 7.1% 7.8% 156 Horseback riding 11.7% 8.1% 8.6% 136 Riding an all-terrain vehicle (ATV) 11.2% 11.5% 11.5% 98 Hunting 10.3% 12.0% 11.8% 87 Rollerblading 8.8% 7.1% 7.3% 121 Downhill skiing 7.8% 5.4% 5.7% 137 Ice-skating 6.9% 5.3% 5.5% 125 Cross-country skiing 5.2% 2.1% 2.5% 209 Snowmobiling 4.1% 3.2% 3.3% 123 Snowboarding 3.3% 2.6% 2.7% 123 Skateboarding 3.0% 2.1% 2.2% 135
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 13 Accommodations Stayed In While on Trips Seaside resorts were the most popular accommodation stayed in during the past two years by those who visited garden theme attractions. Public campgrounds and lakeside or riverside resorts were also popular types of accommodation for this segment. However, relative to the average U.S. Traveler, those who visited garden theme attractions were much more likely to have stayed in accommodation that specialized in fine cuisine (e.g., health spa, country inn or resort with gourmet dining, cooking or wine tasting school). Fig. 11 Accommodations Stayed In While on Trips Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Seaside Resort 33.5% 15.9% 18.3% 183 A Public Campground in a National, State, Provincial or Municipal Park 24.8% 15.7% 16.9% 146 Lakeside/Riverside Resort 24.2% 10.6% 12.4% 194 Ski Resort or Mountain Resort 16.0% 7.8% 9.0% 179 A Private Campground 15.0% 9.4% 10.2% 147 Health Spa 7.9% 2.4% 3.1% 253 A Camp Site in a Wilderness Setting (Not a Campground) 7.8% 4.2% 4.7% 167 A Motor Home or RV while Traveling or Touring (Not a Camping Trip) 7.5% 3.7% 4.2% 177 Wilderness Lodge You Can Drive to by Car 7.2% 2.9% 3.5% 207 Country Inn or Resort with Gourmet Restaurant 6.1% 1.3% 2.0% 305 Farm or Guest Ranch 4.3% 1.6% 2.0% 213 On a Houseboat 3.5% 1.1% 1.4% 243 Remote or Fly-In Wilderness Lodge 2.3% 0.6% 0.8% 276 Cooking School 1.8% 0.4% 0.6% 318 Wine Tasting School 1.5% 0.2% 0.4% 362 Remote or Fly-In Wilderness Outpost 1.3% 0.3% 0.4% 302
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 14 Tours and Cruises Taken During Past Two Years Those who visited garden theme attractions while 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 the most popular types of tours for this segment. They were also at least twice as likely as the average U.S. Traveler to have taken multilocation, overnight tours, tours of casinos, wineries and factories, and air tours in an airplane or helicopter. This segment was also much more likely than average to take most types of cruises, and especially cruises which offer an opportunity to experience nature (e.g., Alaskan cruises, fresh-water cruises, cruises on the Great Lakes or St. Lawrence River). Fig. 12 Tours and Cruises Taken During Past Two Years Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 A self-guided sameday tour while on an overnight trip 34.9% 16.7% 19.2% 182 An organized sameday guided tour while on an overnight trip 31.7% 16.4% 18.5% 171 Around the city 31.5% 13.3% 15.8% 200 Around the country side - scenic drives 27.9% 10.8% 13.1% 213 A self-guided overnight tour where you stayed in different locations 22.4% 8.5% 10.4% 215 On the water (sightseeing cruise) 17.4% 6.2% 7.8% 224 An organized overnight guided tour where you stayed in different locations 16.6% 6.5% 7.9% 211 Wilderness tour 15.3% 6.2% 7.4% 205 Some other type of tour 15.2% 7.8% 8.8% 172 Caribbean ocean cruise 13.5% 8.3% 9.0% 150 An organized overnight guided tour where you stayed in a single location 11.9% 5.9% 6.7% 178 To a casino 10.1% 4.1% 4.9% 207 To a winery 10.0% 2.6% 3.6% 279 Ocean cruise Other 8.6% 4.2% 4.8% 180 Alaskan ocean cruise 5.4% 2.0% 2.5% 216 To a factory 5.0% 1.3% 1.8% 277 Cruise on another lake or river 4.7% 1.5% 2.0% 239 Some other type of cruise 3.8% 1.4% 1.7% 220 In the air as a pilot or passenger of an airplane or helicopter 3.7% 1.0% 1.4% 266 Great Lakes cruise 1.3% 0.2% 0.4% 338 Cruise on the St. Lawrence River 0.9% 0.2% 0.3% 320 Submarine cruise 0.7% 0.2% 0.2% 280
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 15 Benefits Sought While on Vacation As with most U.S. Travelers, the majority of travelers who visited garden theme attractions take a vacation to get a break from their day-to-day environment, relax and relieve stress, create lasting memories and to enrich family relationships. However, relative to other U.S. Travelers, this segment is especially likely to seek vacations that allow them to see and do something new and different, to be intellectually stimulated and to have opportunities to learn. 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 see or do something new and different To have a life with no fixed schedule 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 renew personal connections with people (other than family) To be pampered To have stories to share back at home To be challenged physically/to feel physically energized To seek solitude and isolation 18% 21% 17% 21% 18% 15% 15% 15% 13% 14% 11% 12% 12% 29% 62% 57% 58% 54% 56% 41% 49% 53% 43% 46% 35% 34% 70% 71% 70% 72% Visited Did Not Visit 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 16 Other Attributes of a Destination Considered Important As with most U.S. Travelers, those who visited garden theme attractions while on trips consider it important that they feel safe at a destination and have lots to see and do. Relative to other U.S. Travelers, they consider it more important that a destination offers mid-range priced accommodation, direct access by air and a culture and language that are different from their own. Fig. 14 Importance of Destination Attributes (% Rating Each Attribute as Highly Important ) Feeling safe at the destination 72% 73% Lots of things for adults to see and do 46% 53% Convenient access by car No health concerns at the destination 47% 52% 43% 43% Availability of mid-range accommodation Information about the destination available on the Internet Direct access by air Low cost package deals available for the destination Availability of budget accommodation Being familiar with the culture and language of the destination Lots of things for children to see and do Great shopping opportunities 37% 32% 31% 28% 30% 25% 29% 32% 27% 30% 18% 24% 17% 21% 17% 16% Being at a place that is very different, culturally than mine 7% 12% Having friends or relatives living there 11% 15% Convenient access by train/bus Availability of luxury accommodation Destination is disabled-person-friendly Availability of camping 11% 8% 11% 8% 9% 9% 8% 8% Visited Did Not Visit 0% 10% 20% 30% 40% 50% 60% 70% 80%
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 17 How Destinations Are Selected Similar to the average U.S. Traveler, the majority of those who visited garden theme attractions while on trips start planning a summer or winter trip with a desired destination in mind. However, this well-traveled segment is also likely to exhibit an above-average response to discount vacation packages. Fig. 15 How Destinations Are Selected (Summer and Winter Vacations) Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Summer Started with a desired destination in mind 60.7% 57.8% 58.2% 104 Started by considering specific activities wanted to do 10.9% 9.8% 9.9% 110 Started with a certain type of vacation experience in mind 17.5% 17.2% 17.3% 101 Looked for packaged deals - no destination in mind 1.6% 1.0% 1.1% 146 Considered something else first 3.7% 4.7% 4.6% 82 Don't know / Other 5.4% 9.5% 8.9% 61 Winter Started with a desired destination in mind 60.4% 58.6% 58.9% 103 Started by considering specific activities wanted to do 12.6% 11.0% 11.3% 112 Started with a certain type of vacation experience in mind 16.3% 14.5% 14.8% 111 Looked for packaged deals - no destination in mind 2.1% 1.3% 1.4% 146 Considered something else first 3.8% 5.6% 5.3% 72 Don't know / Other 4.7% 9.0% 8.3% 56
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 18 Trip Planning and Information Sources Consulted Similar to the average U.S. Traveler, most of those who visited garden theme attractions on trips were responsible for planning their trips either on their own (40.8%) or with someone else (18.1%). When making vacation plans, they tended to consult a wider variety of sources than the average U.S. Traveler. The majority in this segment used Internet websites, past experience and word-of-mouth as sources for information to plan trips. They are especially more likely than average to obtain trip planning information from official tourism sources (e.g., state / province guides or brochures, visitor information centres), articles and advertising in newspapers or magazines, travel guidebooks such as Fodor s, television programs and advertising, email newsletters or magazines and trade, travel or sports shows. Fig. 16 Who Plans Vacations and Information Sources Consulted Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Who Plans Respondent plans trips 40.8% 38.9% 39.2% 104 Trips? Trip planning a shared responsibility 18.1% 17.5% 17.6% 103 Someone else plans trips 41.2% 43.5% 43.2% 95 Information An Internet website 84.0% 74.6% 76.0% 110 Sources Past experience / Been there before 63.7% 52.9% 54.5% 117 Consulted Advice of others / Word-of-mouth 55.2% 43.7% 45.4% 122 Maps 47.8% 30.1% 32.7% 146 Official travel guides or brochures from state/province 37.9% 17.6% 20.6% 184 An auto club such as AAA 36.9% 21.8% 24.0% 154 Visitor information centres 35.5% 17.8% 20.4% 174 Articles in newspapers / magazines 34.6% 15.4% 18.1% 190 Travel information received in the mail 27.5% 13.8% 15.8% 175 A travel agent 27.0% 17.2% 18.6% 145 Travel guide books such as Fodor's 24.1% 10.0% 12.0% 201 Advertisements in newspapers / magazines 19.5% 9.4% 10.9% 180 Programs on television 15.1% 5.8% 7.1% 211 An electronic newsletter or magazine received by e-mail 11.2% 5.1% 6.0% 187 Advertisements on television 7.1% 3.5% 4.0% 177 Visits to trade, travel or sports shows 4.3% 2.1% 2.4% 175
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 19 Use of the Internet to Plan and Arrange Trips Those who visited garden theme attractions while on trips are more likely than the average U.S. Traveler to use the Internet to plan (73.9%) and book travel (60.6%). The majority use travel planning / booking websites (e.g., Expedia), hotel or resort websites and airline websites and they most often purchase airline tickets and accommodation on-line. They were also more likely than average to use the Internet to book tickets for travel by rail, bus or boat / ship. Fig. 17 Use of the Internet to Plan and Book Travel Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Percent Using Does not use the Internet 20.7% 32.6% 31.0% 67 Internet to Plan Uses Internet to plan trips only 18.7% 20.3% 20.1% 93 or Book Travel Uses Internet to book part of trip 60.6% 47.1% 48.9% 124 Types of A travel planning / booking website 61.9% 54.4% 55.6% 111 Websites A website of a hotel or resort 61.4% 51.8% 53.3% 115 Consulted An airline's website 55.6% 43.7% 45.6% 122 A tourism website of a country / region / city 49.4% 32.4% 35.1% 141 A website of an attraction 45.3% 31.1% 33.4% 136 Some other website 29.8% 24.2% 25.1% 119 A cruise line website 18.7% 11.2% 12.4% 151 A motorcoach website 2.4% 1.1% 1.3% 178 Parts of Trips Air tickets 78.0% 69.0% 70.6% 111 Booked Over Accommodations 76.7% 70.9% 71.9% 107 The Internet Car rental 48.9% 35.7% 38.0% 129 Tickets or fees for specific activities or attractions 34.9% 24.6% 26.3% 133 A package containing two or more items 24.4% 16.4% 17.8% 137 Tickets for rail, bus or boat / ship fares 19.5% 10.3% 11.9% 164 Other 3.7% 2.8% 2.9% 127
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 20 Media Consumption Habits Travelers who visited garden theme attractions are more likely than the average U.S. Traveler to consume travel-related media. They are much more likely to read the travel section of newspapers and travel magazines, to watch travel programs on television and to visit travel-related websites. This segment may also be targeted effectively though media focusing on home and garden (e.g., home & garden television shows, house & home websites) and natural science content (e.g., science & geography magazines, science & nature television shows). In addition, this segment is more likely than average to listen to classical music, multicultural and jazz radio programming. Fig. 18 Media Consumption Habits Visited Did Not Visit Travelers Index Size of Market 23,307,038 147,203,203 170,510,241 100 Newspaper Reads daily newspaper 65.6% 59.0% 59.9% 109 Readership Reads weekend edition of newspaper 61.7% 54.6% 55.5% 111 Reads local neighbourhood or community newspapers 57.2% 48.3% 49.5% 115 Reads other types of newspapers 20.4% 12.8% 13.9% 147 Frequently or occasionally reads travel section of daily newspaper 57.2% 40.7% 43.0% 133 Frequently or occasionally reads travel section of weekend newspaper 65.6% 46.7% 49.3% 133 Types of Travel (e.g., Condé Nast) 21.1% 9.0% 10.6% 199 Magazines Regional magazines 12.6% 5.9% 6.8% 185 Read Photography and video 7.2% 3.4% 3.9% 185 (Top 5 Indexed) Magazines about your city 12.7% 6.0% 6.9% 183 Science and geography 24.3% 12.4% 14.0% 173 Type of Travel shows 44.7% 26.4% 28.9% 154 Television Home & garden shows 44.0% 30.5% 32.4% 136 Programs Science & nature shows 47.7% 35.0% 36.8% 130 Watched Shopping channels 9.7% 7.4% 7.7% 125 (Top 5 Indexed) Biography 41.0% 31.6% 32.9% 125 Type of Classical music 23.8% 12.6% 14.1% 168 Radio Multicultural 7.7% 4.3% 4.7% 163 Programs Jazz / Big band 15.7% 9.1% 10.0% 157 Listened To Soft music / Adult contemporary 32.4% 23.4% 24.6% 132 (Top 5 Indexed) News / Talk / Information 42.0% 30.9% 32.4% 130 Types of Travel 63.5% 45.4% 48.0% 132 Websites Magazine sites 18.6% 14.2% 14.8% 126 Visited House and home 35.6% 27.6% 28.7% 124 (Top 5 Indexed) Network news sites (e.g., CNN) 45.9% 37.5% 38.7% 119 Newspaper sites 34.8% 28.7% 29.6% 118
TAMS 2006: U.S. Activity Profile: Visiting Theme 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 (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 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
TAMS 2006: U.S. Activity Profile: Visiting Theme While on Trips Page 22 Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation s Theme Theme Park Botanical s 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
TAMS 2006: U.S. Activity Profile: Visiting Theme 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