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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

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 high-end 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. Pleasure 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. Pleasure 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. Pleasure 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).


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 went fine dining and visited spas while on a trip, and

compares them with other U.S. Pleasure 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.


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 high-

end 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 Trips1

Number Who Went to Fine

Dining & Spas2

Percent Main

Reason for Trip3

Percent of Pleasure

Travelers4

Percent of Total U.S.

Population5 Size of Market 56,185,945 7,904,776 170,510,241 222,846,268 Fine Dining & Spas (All Activities) 56,185,945 14.1% 33.0% 25.5% Dining at other high-end restaurant 41,877,827 10.1% 24.6% 19.0% Dining at restaurant with international reputation 28,220,655 14.1% 16.6% 12.8% Day visit to a health & wellness spa 12,579,132 20.0% 7.4% 5.7% Participated in all three activities 4,226,262 8.5% 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 - “Pleasure 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 Pleasure 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.


Incidence by Region, State and Population Size Relative to the average U.S. Pleasure 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 Pleasure 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 56,185,945 33.0% 25.5% New England 11,095,629 2,946,901 34.4% 26.8% Middle Atlantic 31,005,526 8,052,701 34.9% 26.3% East North Central 34,621,254 8,292,266 31.1% 24.2% West North Central 15,024,360 3,381,905 28.1% 22.7% South Atlantic 42,602,998 10,598,590 33.0% 25.1% East South Central 13,597,436 2,966,734 31.0% 22.2% West South Central 24,853,901 5,431,528 30.0% 22.4% Mountain 15,030,720 3,985,681 32.9% 26.8% Pacific 34,529,689 10,362,255 37.1% 30.3% Alaska 484,754 167,383 39.6% 35.0% Not Available 745,757 239,617 38.6% 32.5% Less than 100,000 29,429,442 5,495,330 26.5% 18.9% 100,000 to 499,999 36,551,501 8,414,332 31.0% 23.4% 500,000 to 1,999,999 52,335,815 12,405,270 31.2% 24.0% 2,000,000 or more 103,783,753 29,631,396 36.1% 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).


Fig. 3 Those Who Went Fine Dining or Visited a Spa While on Trips by U.S. State

Region State Population of

State

Estimated Number Who Went Fine Dining or

Visited a Spa

Percent of Pleasure Travelers

in State

Percent of State

Population United States All States 222,846,268 56,185,945 33.0% 25.5% New England Connecticut 2,685,692 761,362 36.9% 29.0% Maine 1,047,770 168,202 23.2% 16.3% Massachusetts 4,423,562 1,211,288 34.6% 27.6% New Hampshire 1,604,344 433,955 36.4% 27.1% Rhode Island 837,445 257,327 37.0% 30.7% Vermont 496,816 114,767 30.0% 23.1% Middle New Jersey 6,708,501 2,052,388 39.5% 31.1%Atlantic New York 14,727,054 3,983,605 36.2% 27.5% Pennsylvania 9,569,972 2,016,708 29.5% 21.3% East Illinois 9,521,097 2,565,295 34.5% 27.4%North Indiana 4,717,624 1,001,521 28.0% 21.4% Central Michigan 7,709,890 1,832,215 30.6% 23.9% Ohio 8,412,962 1,960,543 31.7% 23.6% Wisconsin 4,259,682 932,693 27.1% 21.9% West Iowa 2,262,393 489,772 27.4% 21.9%North Kansas 2,304,474 492,164 27.8% 21.4% Central Minnesota 3,946,220 1,020,500 30.3% 25.9% Missouri 4,138,758 881,021 27.5% 21.5% Nebraska 1,304,361 262,929 25.1% 21.0% North Dakota 488,140 113,020 27.5% 23.2% South Dakota 580,015 122,499 27.3% 21.1% South Delaware 646,427 146,431 29.9% 24.1%Atlantic District of Columbia 521,285 171,439 49.3% 32.9% Florida 13,937,467 3,678,738 34.3% 26.6% Georgia 6,668,302 1,736,608 34.1% 26.2% Maryland 3,428,206 880,239 33.0% 25.9% North Carolina 6,651,453 1,591,809 32.3% 24.3% South Carolina 3,241,944 673,980 28.5% 21.1% Virginia 5,957,159 1,480,257 32.2% 25.0% West Virginia 1,550,755 239,089 27.5% 16.0% East Alabama 3,431,591 644,452 26.7% 18.8%South Kentucky 3,447,277 772,960 31.7% 22.6% Central Mississippi 2,156,793 488,801 35.4% 23.3% Tennessee 4,561,775 1,060,520 31.9% 24.1% West Arkansas 2,103,346 415,975 29.2% 20.1%South Louisiana 3,367,908 694,695 30.8% 21.2% Central Oklahoma 2,643,565 518,082 27.5% 19.6% Texas 16,739,082 3,802,776 30.3% 23.3% Mountain Arizona 4,451,660 1,153,521 32.7% 26.2% Colorado 3,501,822 1,021,106 35.3% 29.5% Idaho 1,044,920 261,959 31.9% 25.9% Montana 726,027 189,098 31.4% 26.5% Nevada 1,809,582 498,597 34.4% 27.6% New Mexico 1,433,596 404,803 36.8% 28.2% Utah 1,671,322 383,275 27.4% 23.0% Wyoming 391,790 73,323 22.0% 18.7% Pacific Alaska 484,754 167,383 39.6% 35.0% California 26,965,837 8,502,452 38.8% 31.8% Oregon 2,793,303 637,511 29.5% 23.1% Washington 4,770,549 1,222,292 32.0% 26.0%


Demographic Profile Those who went fine dining or visited spas on trips are similar to other U.S. Pleasure

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. Pleasure Travelers

Went Fine Dining or Visited

a Spa

Did Not Go Fine Dining or Visit a

Spa1 Pleasure Travelers Index2

Attribute Size of Market 56,185,945 114,324,296 170,510,241 100 Gender Male 49.1% 48.2% 48.5% 101 Female 50.9% 51.8% 51.5% 99 Age of 18 to 24 9.8% 11.3% 10.8% 90 Respondent 25 to 34 22.7% 20.1% 21.0% 108 35 to 44 16.8% 17.5% 17.3% 97 45 to 54 21.1% 21.0% 21.0% 100 55 to 64 16.4% 15.0% 15.5% 106 65 Plus 13.2% 15.0% 14.4% 92 Average Age 45.2 45.6 45.4 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 18 73.3% 68.4% 70.0% 105 Status Children under 18 26.7% 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 $20,000 5.0% 9.6% 8.1% 61 Income $20,000 to $39,999 10.4% 19.1% 16.2% 64 $40,000 to $59,999 13.4% 18.3% 16.7% 80 $60,000 to $79,999 14.6% 14.7% 14.7% 100 $80,000 to $99,999 13.4% 10.7% 11.6% 116 $100,000 to $149,999 19.9% 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. Pleasure 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 Pleasure 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 Pleasure Traveler. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Pleasure Traveler. Index values over 100 indicate that those participating in the activity are over-represented relative to the average U.S. Pleasure Traveler. Index values less than 100 indicate that those participating in the activity are under-represented relative to the average U.S. Pleasure Traveler.


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. Pleasure 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.

Pleasure 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. Pleasure 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 Pleasure Travelers Index

Size of Market 56,185,945 114,324,296 170,510,241 100 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


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.

Pleasure 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. Pleasure 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.

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)

0 2 4 6 8 10

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

Went Fine Dining orVisited a SpaDid Not Go FineDining or Visit a Spa


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.

Pleasure 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. Pleasure 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)


a Spa

Did Not Go Fine Dining or Visit

a Spa Pleasure Travelers Index

Size of Market 56,185,945 114,324,296 170,510,241 100 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


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. Pleasure 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



Size of Market 56,185,945 114,324,296 170,510,241 100 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


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. Pleasure 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)

Went Fine Dining or

Visited a Spa

Did Not Go Fine Dining

or Visit a Spa

Pleasure Travelers Index

Size of Market 56,185,945 114,324,296 170,510,241 100 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


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. Pleasure 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.

Pleasure Traveler, they were much more likely to go jogging, downhill skiing and cross-

country 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

Went Fine Dining or

Visited a Spa


or Visit a Spa


Size of Market 56,185,945 114,324,296 170,510,241 100 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


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. Pleasure 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



Size of Market 56,185,945 114,324,296 170,510,241 100 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


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. Pleasure 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


a Spa



Size of Market 56,185,945 114,324,296 170,510,241 100

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


Benefits Sought While on Vacation As with most U.S. Pleasure 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. Pleasure 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”)

74%

74%

60%

58%

53%

49%

42%

29%

25%

23%

21%

20%

14%

13%

13%

70%

70%

56%

53%

53%

40%

48%

20%

17%

16%

13%

18%

12%

11%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80%

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

Went Fine Dining orVisited a Spa

Did Not Go FineDining or Visit a Spa


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. Pleasure 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”)

73%

52%

44%

44%

40%

34%

32%

28%

22%

19%

19%

17%

15%

10%

10%

8%

7%

6%

72%

45%

43%

55%

29%

22%

27%

34%

33%

15%

25%

22%

6%

16%

7%

8%

10%

9%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Feeling safe at the destination

Lots of things for adults to see and do

No health concerns at the destination

Convenient access by car

Availability of mid-range accommodation

Direct access by air

Information about the destination available on the Internet

Low cost package deals available for the destination

Availability of budget accommodation

Great shopping opportunities

Being familiar with the culture and language of the destination

Lots of things for children to see and do

Availability of luxury accommodation

Having friends or relatives living there

Being at a place that is very different, culturally than mine

Convenient access by train/bus

Destination is disabled-person-friendly

Availability of camping

Went Fine Dining orVisited a SpaDid Not Go FineDining or Visit a Spa


How Destinations Are Selected Similar to most U.S. Pleasure 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


or Visit a SpaPleasure Travelers Index

Size of Market 56,185,945 114,324,296 170,510,241 100 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


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.

Pleasure 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. Pleasure Traveler to obtain information from travel agents, newspaper or

magazine articles, travel guidebooks such as Fodor’s, television programs, and email

newsletters or magazines.

Fig. 16 Who Plans Vacations and Information Sources Consulted

Went Fine Dining or

Visited a Spa


or Visit a Spa


Size of Market 56,185,945 114,324,296 170,510,241 100 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 e-mail 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


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. Pleasure

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


or Visit a Spa


Size of Market 56,185,945 114,324,296 170,510,241 100 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


Media Consumption Habits Those who went fine dining and visited spas while on trips are avid consumers of travel-

related media. They are much more likely than the average U.S. Pleasure 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


or Visit a Spa


Size of Market 56,185,945 114,324,296 170,510,241 100 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


Appendix One

U.S. TAMS 2006 Culture and Entertainment Segmentation Activity Segment Activities in Segment

Well-known Historic Sites or Buildings Well-known Natural Wonders Other Historic Sites, Monuments and Buildings

Historical Replicas of Cities or Towns With Historic Re-Enactments

Strolling Around a City to Observe Buildings and Architecture

Museum - Military / War Museums Historical Sites, Museums & Art Galleries

Museum - General History or Heritage Museums

Art Galleries

Shop Or Browse - Bookstore or Music Store Shop Or Browse - Antiques Shop Or Browse - Clothing, Shoes and Jewellery

Shop Or Browse - Gourmet Foods in Retail Stores

Shop Or Browse - Local Arts & Crafts Studios or Exhibitions

Shop Or Browse - Greenhouse or Garden Centre

Shopping & Dining

Dining - Restaurants Offering Local Ingredients and Recipes

Went to Local Outdoor Cafes

Aboriginal Cuisine (Tasted or Sampled) Aboriginal Arts and Crafts Shows Aboriginal Heritage Attractions (e.g., Museums, Interpretive Centres)

Aboriginal Cultural Experiences in a Remote or Rural Setting

Aboriginal Cultural Experiences

Aboriginal Festivals & Events (e.g., Powwows)

Aboriginal Outdoor Adventure and / or Sports

Farmers' Markets or Country Fairs Firework Displays Carnivals Ethnic Festivals Exhibition or Fairs Free Outdoor Performances (e.g., Theatre,

Concerts) in a Park Fairs & Festivals

Food / Drink Festivals Circus Science or Technology Museums Children's Museums Science & Technology Theme Parks Science & Technology

Exhibits Planetarium

Went to an Imax Movie Theatre

Amusement Park Aquariums Water Theme Park Zoos Theme Parks & Exhibits Movie Theme Park Wax Museums Classical or Symphony Concert Ballet or Other Dance Performances

High Art Performances Opera Jazz Concert Professional Football Games Professional Golf Tournaments Professional Basketball Games Professional Sporting

Events Professional Baseball Games

Professional Ice Hockey Games

Theatre Festivals International Film Festivals Comedy Festivals Theatre, Film & Musical

Festivals Literary Festivals or Events

Music Festivals

Went to Wineries for Day Visits and Tasting Cooking / Wine Tasting Courses Tastings Went to Breweries for Day Visits and

Tasting Visited Food Processing Plants (e.g., Cheese Factory)

Stand-Up Comedy Clubs and Other Variety Shows

Live Theatre with Dinner Casino, Theatre & Comedy Clubs Went to a Casino Live Theatre

Historical Re-Enactments (as an Actor) Participatory Historical Activities Curatorial Tours

Interpretive Program at a Historic Site or National / Provincial Park

National / International Sporting Events such as the Olympic Games

Curling Bonspiel National & International Sporting Events Professional Figure Skating Professional Soccer Games


Appendix One U.S. TAMS 2006 Culture and Entertainment Segmentation

Gardens Theme Attractions

Garden Theme Park Botanical Gardens

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 Western Theme Events (e.g., Rodeos) Equestrian & Western

Events Horse Races

Auto Races

High-End Restaurants with an International Reputation Fine Dining & Spas 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 Competitions

Amateur Tournaments and Competitions other than Sports-related


Appendix Two: U.S. TAMS 2006 Outdoor Activity Segmentation Activity Segment Activities in Segment

Played During a Stay at a Golf Resort with Overnight Stay Golfing Played an Occasional Game While on a Trip

Golf Tour Package to Play on Various Courses

Hunting for Small Game Hunting Hunting for Big Game

Hunting for Birds

Fresh Water Fishing Salt Water Fishing Fishing Ice Fishing Trophy Fishing

Viewing Land Based Animals Bird Watching Whale Watching & Other Marine Life Visited National, Provincial / State Park Wildlife Viewing Wildflowers / Flora Viewing Viewing Northern Lights Mountain Climbing / Trekking Fresh Water Kayaking / Canoeing Rock Climbing White Water Rafting Hiking / Backpacking in Wilderness Setting With Overnight Camping or Lodging

Same Day Hiking Excursion While on a Trip of 1+ Nights

Hiking, Climbing & Paddling

Ice Climbing Wilderness Skills Courses Motorboating

Boating & Swimming Water Skiing Swimming in Lakes

Swimming in Oceans Snorkelling in Sea / Ocean Ocean Activities Sunbathing, Sitting on a Beach Ocean Kayaking or Canoeing

Sailing Parasailing Sailing & Surfing Wind Surfing Kite Surfing

Scuba Diving in Lakes / Rivers Scuba & Snorkelling

Snorkelling in Lakes / Rivers Scuba Diving in Sea / Ocean

Exercising & Jogging Working Out in Fitness Centre Jogging or Exercising Outdoors Overnight Touring Trip

Cycling Mountain Biking Recreational - Same Day Excursion

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

Snowboarding Downhill Skiing

Cross-country Skiing & Snowshoeing

Cross-country Skiing Snowshoeing

Heli-Skiing Extreme Skiing Ski Jouring

Cross Country or Back Country as an Overnight Touring Trip

Ice-Hockey In-Line / Rollerblading Hockey, Skating, Rollerblading & Skateboarding

Ice-Skating Skateboarding

Parachuting Hot Air Ballooning Extreme Air Sports Hang Gliding Bungee Jumping

Football Basketball Team Sports Baseball or Softball Soccer

Board Games Badminton Volleyball Tennis Beach Volleyball Games & Individual Sports

Bowling Mini-Golf

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