Two additional reports compiled in 2007 by Lang Research for various Canadian tourism boards provide insight into the demographics of the consumer segment interested specifically in golf and ski destination accommodations. The first report titled “Golfing While on Trips” shows that in the previous two years, 8.2% (18,189,169) of adult Americans played golf while on an out- of-town, overnight trip of one or more nights. Of those who golfed, 33.4% (6,067,369) reported that golfing was the main reason for taking at least one trip. (Lang, 2007). Those who golfed while on a trip tend to be more affluent than the average U.S. pleasure traveller and have higher household incomes and university education (Lang, 2007). They are more likely to be male, married, with the majority between the ages of 55 to 64 (Lang, 2007). They are also active in other types of activities and especially winter sports such as downhill skiing, and they are also more interested than non golfers in professional sporting events (Lang, 2007). They prefer luxury accommodations, fine dining and spas, and are more likely than the average U.S. Pleasure
4.2 below provides more details of the demographics of golfers who travel to participate in that activity.
Table 4.2 Demographic Profile of Golfers Relative to all U.S. Pleasure Travellers
Golfers
Non-
Golfers1 Travellers Pleasure Index2
Attribute Size of Market 18,189,169 152,321,072 170,510,241 100
Gender Male 66.8% 46.3% 48.5% 138 Female 33.2% 53.7% 51.5% 64 Age of Respondent 18 to 24 8.5% 11.1% 10.8% 78 25 to 34 19.5% 21.1% 21.0% 93 35 to 44 17.8% 17.2% 17.3% 103 45 to 54 22.6% 20.9% 21.0% 107 55 to 64 19.0% 15.0% 15.5% 123 65 Plus 12.7% 14.6% 14.4% 88 Average Age 46.2 45.4 45.4 N/A Marital Status Not married 22.9% 31.5% 30.5% 75 Married 77.1% 68.5% 69.5% 111 Parental Status No children under 18 20.6% 69.9% 70.0% 101 Children under 18 29.4% 30.1% 30.0% 98 Education High school or less 10.5% 21.7% 20.5% 51 Trade, Technical, Community College 15.7% 22.0% 21.4% 73 University Degree 49.1% 40.1% 41.1% 120 Post Graduate Degree 24.7% 16.2% 17.1% 145 Household Income Under $20,000 2.7% 8.7% 8.1% 34 $20,000 to $39,999 7.9% 17.2% 16.2% 49 $40,000 to $59,999 13.7% 17.0% 16.7% 82 $60,000 to $79,999 15.6% 14.6% 14.7% 107 $80,000 to $99,999 14.4% 11.2% 11.6% 124 $100,000 to $149,999 21.4% 13.5% 14.4% 149 $150,000 or more 13.6% 5.8% 6.7% 204 Not stated 10.7% 11.8% 11.7% 91 Average Household Income $97,381 $71,512 $74,303 N/A
1.The “Non-Golfers” are defined as individuals who took at least one out-of-town, pleasure trip of one or more nights in
the last two years but did not play golf on any trip. The number of Golfers and Non-Golfers equals the number of Pleasure Travellers.
2. The “Index” is calculated by dividing the percent for Golfers in each group by the percent of Pleasure Travellers in each
group. The Index indicates the extent to which golfers are over or under-represented relative to the average Pleasure Traveller. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Pleasure Traveller. Index values over 100 indicate that those participating in the activity are over-represented relative to the average U.S. Pleasure Traveller. Index values less than 100 indicate that those participating in the activity are under- represented relative to the average U.S. Pleasure Traveller.
A second report titled “Downhill Skiing and Snowboarding While on Trips” shows that in the previous two years 6.2% (13,702,969) of adult Americans went downhill skiing or
snowboarding while on an out-of-town, overnight trip of one or more nights (Lang, 2007). 71.1% (9,745,079) of the skiers and snowboarders indicated that the activity was the main reason for taking at least one trip (Lang, 2007). Downhill skiers and snowboarders tend to be younger (18 to 34), single and male (Lang, 2007). They are more affluent than the average U.S. pleasure traveller, with higher household incomes and higher levels of education, and are more likely to live in large urban centres with populations of two or more million people (Lang, 2007). They were more likely than the average U.S. Pleasure Traveller to have participated in physically challenging activities or extreme sports including both summer and winter activities, and they were more likely to attend sporting events, theatre and comedy clubs, rock concerts, and wine beer and food tastings (Lang, 2007). Table 4.3 below provides more details of the Skiing and Snowboarding While on Trips survey.
Table 4.3 Demographic Profile of Skiers or Snowboarders Relative to all U.S. Pleasure Travellers Downhill Skiers / Snowboarders Non Downhill Skiers / Snowboarders1 Pleasure Travellers Index2
Attribute Size of Market 13,702,969 156,807,272 170,510,241 100
Gender Male 58.4% 47.7% 48.5% 120 Female 41.6% 52.3% 51.5% 81 Age of Respondent 18 to 24 22.4% 9.8% 10.8% 207 25 to 34 29.8% 20.2% 21.0% 142 35 to 44 18.8% 17.1% 17.3% 109 45 to 54 18.7% 21.2% 21.0% 89 55 to 64 7.5% 16.2% 15.5% 48 65 Plus 2.8% 15.4% 14.4% 20 Average Age 36.4 46.2 45.4 N/A Marital Status Not married 37.8% 29.9% 30.5% 124 Married 62.2% 70.1% 69.5% 90 Parental Status No children under 18 66.5% 70.3% 70.0% 95 Children under 18 33.5% 29.7% 30.0% 112 Education High school or less 9.8% 21.4% 20.5% 48 Trade, Technical, Community College 14.5% 22.0% 21.4% 68 University Degree 51.6% 40.1% 41.1% 126 Post Graduate Degree 24.1% 16.5% 17.1% 141 Household Income Under $20,000 4.9% 8.4% 8.1% 61 $20,000 to $39,999 9.2% 16.9% 16.2% 56 $40,000 to $59,999 11.8% 17.1% 16.7% 71 $60,000 to $79,999 13.2% 14.8% 14.7% 90 $80,000 to $99,999 13.0% 11.5% 11.6% 112 $100,000 to $149,999 20.2% 13.8% 14.4% 141 $150,000 or more 15.7% 5.9% 6.7% 236 Not stated 12.0% 11.7% 11.7% 103 Average Household Income $98,886 $72,163 $74,303 N/A
1.The “Non-Downhill Skiers/Snowboarders” are defined as individuals who took at least one out-of-town, pleasure trip of
one or more nights in the last two years but did not go downhill skiing or snowboarding on any trip. The number of Downhill Skiers/Snowboarders and Downhill Skiers/Snowboarders equals the number of Pleasure Travellers.
2. The “Index” is calculated by dividing the percent for Downhill Skiers/Snowboarders in each group by the percent of
Pleasure Travellers in each group. The Index indicates the extent to which Downhill Skiers/Snowboarders are over or under-represented relative to the average Pleasure Traveller. An index of 100 means the percent participating in the activity is the same as that of the average U.S. Pleasure Traveller. Index values over 100 indicate that those participating in the activity are over-represented relative to the average U.S. Pleasure Traveller. Index values less than 100 indicate that those participating in the activity are under-represented relative to the average U.S. Pleasure Traveller.
The demographic shifts taking place seem to favour golf and ski destination vacations as they cover two large groups of consumers. The baby boomers are playing more golf and taking more golf related vacations as they get older. The echo generation (children of the boomers) are also now taking both ski and golf vacations on their own as they have become accustomed to taking these types of trips with their parents while growing up. The recent travel motivations survey undertaken for Canadian and US travellers (Lang Research 2007) supports this, showing that golfing and skiing are the largest segments of activity based travel. These activity motivated trips generally have somewhat unique and specific accommodation and other service
requirements from travellers, that could be serviced well by a niche reservation service that is complemented by the related activities and services that these cohorts seek.