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Sport, Travel & Leisure / REPORT INFORMATION

Sports and Adventure Travel - US

DateNov, 2006
Pages77
Price / format$2995 / Online Download
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Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Countries covered: United States

In this report, Mintel examines the factors that have driven consumers’ purchasing behavior over the last five years, and those that are likely to influence them in the future. The travel industry has experienced a series of shocks since 2000, from economic downturn to terrorist acts and natural disasters. While these events have not ultimately dissuaded consumers from traveling, it has taken several years for the domestic travel market to recover to its previous levels. Sports and adventure travel appeals to a diverse range of consumers, but demographic and economic changes will inevitably impact the shape of the market as the U.S. population ages and the number of high-income households grows. Specialist suppliers’ share of the market remains small, but how do major suppliers of travel services cater to the needs of sports and adventure travelers?

This report focuses on consumers’ attitudes and behavior regarding sports and adventure travel, examining how, where and why they choose to travel:
  • How often do consumers take a trip primarily for sports and adventure, and what activities drive them to do so?
  • Which sports and adventure activities are most popular with high-income consumers, and how should suppliers be targeting this group?
  • What are the opportunities in sports and adventure travel for specialist adventure sports suppliers, and for mainstream suppliers of travel services, lodging or transport?
  • Is sports and adventure travel confined to the summer, or do consumers take adventure trips throughout the year?
  • Are consumers looking for convenient equipment hire at their destination, or would they rather use their own gear?
  • Do consumers want to have everything organized for them so that they can relax, or do they prefer to be independent and spontaneous?
To offer an insight into the marketing of sports and adventure travel, the report includes video clips of recent advertising campaigns, alongside analysis of how different destinations promote adventure trips.

This report covers travel in which the primary purpose is engaging in sports and adventure activities (such as, but not limited to, hiking, biking, diving, snorkeling, golf, soccer, skiing and other activities that require equipment; excluding watching sports). Measured trips are those that take place within the mainland U.S. and include an overnight stay.



Table of contents:
SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
Snapshot of the market
Increase in high-income households drives market
Aging population bad news for industry, but good for golf
Increase in 18-34 year olds positive-elevated plane travel and water-based trips
Projected growth in black and Hispanic populations good for travel agents
Hiking, biking and camping dominate the market
Independent bookings dominate, travel agents lose out
Major suppliers do not cater to sports and adventure travel-Expediacom the exception
Destination marketing-most promotion from regional tourist boards
Average trip lasts a week, costs $1,000+
South most popular destination-California and Florida top states
Sports and adventure trips are quality time
Adventure spreads to the mainstream
Market forecast


MARKET DRIVERS
High income brackets swell, fuelling industry growth ...
Figure 1: Number of households per income group, 1999 and 2005
... but median household income decreases for primary consumers
Figure 2: Median household income, 1994-2004
Aging population a challenge, but growth in 20-somethings positive
Figure 3: US population projections, by age group, 2006-11
Figure 4: US population projections, by race/Hispanic origin, 2006-11
Fuel prices increase, making travel more selective
Figure 5: ATA monthly jet fuel report, 2005-06
Vacation time
Figure 6: Employees with access to paid vacation and paid holidays, 1999-2005
Figure 7: Paid vacation days available to private sector employees, by average wage and geographical area, March 2005
Safety fears
Interest in adventure and the natural world


MARKET SIZE AND TRENDS
Travel market overview
Figure 8: Total travel expenditures by Americans, at current and constant prices, 2001-06
Figure 9: Graph: Total travel expenditures by Americans, at current and constant prices, 2001-06
Figure 10: US domestic leisure person-trips, 2001-06
Sports and adventure travel market
Figure 11: Sports and adventure person-trips, 2001-06
Figure 12: Graph: Sports and adventure person-trips, 2001-06

MARKET SEGMENTATION
Figure 13: Total sports and adventure travel expenditures within the US, segmented by activity, 2004 and 2006 20 Figure 14: Graph: Total sports and adventure travel expenditures within the US, segmented by activity, 2004 and 2006

SUPPLY STRUCTURE
Overview
Figure 15: Method of arranging last trip, October 2006
Figure 16: Means of transport on last trip, October 2006
Figure 17: Attitudes to comfort, October 2006
COMPANIES AND BRANDS
Travelport
Wyndham Worldwide Corp
Expedia
Liberty Travel
Sabre Holdings
Starwood Hotels & Resorts Worldwide Inc
Specialist sports and adventure suppliers

ADVERTISING AND PROMOTION
Overview
Hawaii
Figure 18: Hawaii Culture & Arts Dream promotion
Figure 19: Hawaii-PGA Golf Tour spot
Lake George (Adirondacks)
Figure 20: Lake George “Quality Family Time” spot
Maine
Figure 21: Maine “Not just for lobster lovers” spot
Nevada
Figure 22: Nevada “Wide Open” spot
Vermont
Figure 23: Vermont Cabot Cheddar spot
Southwest Airlines
Figure 24: Southwest Airlines Fun Fares spot
Wisconsin
Figure 25: Wisconsin summer sports spot
Figure 26: Wisconsin winter sports spot
Whiteface Lake Placid
Figure 27: Whiteface Lake Placid-Olympics spot

THE CONSUMER
Introduction
Summary
Frequency of sports and adventure travel
Figure 28: Number of sports and adventure trips taken within the US during the last two years, by gender, October 2006
Figure 29: Number of sports and adventure trips taken within the US during the last two years, by age, October 2006
Figure 30: Number of sports and adventure trips taken within the US during the last two years, by household income, October 2006
Figure 31: Number of sports and adventure trips taken within the US during the last two years, by race/Hispanic origin, October 2006
Type of activity
Figure 32: Type of activity on last leisure trip, October 2006
Figure 33: Type of activity on last leisure trip, by age, October 2006
Figure 34: Type of activity on last leisure trip, by household income, October 2006
Figure 35: Type of activity on last leisure trip, by race/Hispanic origin, October 2006
Nights spent away on last trip
Figure 36: Average nights spent away on last sports and adventure trip, by gender and age, October 2006
Figure 37: Average nights spent away on last trip, by household income, October 2006
Average amount spent on last trip
Figure 38: Average total spent on last sports and adventure trip, by gender and age, October 2006
Figure 39: Average total spent on last sports and adventure trip, by presence of children under 18 in the household, October 2006
Method of arranging most recent trip
Figure 40: Method of arranging last sports and adventure trip, October 2006
Figure 41: Method of arranging last sports and adventure trip, by age, October 2006
Figure 42: Method of arranging last sports and adventure trip, by household income, October 2006
Figure 43: Method of arranging last trip, by race/Hispanic origin, October 2006
Means of transport on most recent trip
Figure 44: Means of transport on last sports and adventure trip, by age, October 2006
Figure 45: Means of transport on last sports and adventure trip, by household income, October 2006
Travel companions
Figure 46: Travel companion on last sports and adventure trip, by gender, October 2006
Figure 47: Travel companion on last sports and adventure trip, by age, October 2006
Seasonality of travel
Figure 48: Season of last trip, by age, October 2006
Area visited on most recent trip
Figure 49: US states visited on last trip, by age, October 2006
Figure 50: Region visited on last trip, by age, October 2006
Figure 51: Region visited on last trip, by household income, October 2006
Equipment rental
Figure 52: When/where equipment rented on last trip, by age, October 2006
Figure 53: When/where equipment rented on last trip, by household income, October 2006
Attitudes to comfort
Figure 54: Attitudes to comfort, by gender, October 2006
Figure 55: Attitudes to comfort, by age, October 2006
Attitudes to independence, organization and group activities
Figure 56: Attitudes to independence, organization and group activities, by age, October 2006
Figure 57: Attitudes to independence, organization and group activities, by race/Hispanic origin, October 2006

FUTURE AND FORECAST
FUTURE TRENDS
Adventure goes mainstream
Activities become more diverse
Multi-sport becomes the norm
Suppliers specialize-and generalize
Amenities change
MARKET FORECAST
Sports and adventure trips
Figure 58: Forecast of total US sports and adventure trips, at current and constant prices, 2006-11
Figure 59: Graph: Forecast of total US sports and adventure trips, at current and constant prices, 2006-11
Forecast Factors

APPENDIX: TRADE ASSOCIATIONS




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