Japan Ski Market Research

2006 JAPAN SKI CONSUMER &
TRAVEL TRADE RESEARCH
FINAL REPORT
TABLE OF CONTENT
Executive Summary
……………………………………………………
3
Objectives and Methodology
…………………………………………………… 9
Desk Research Findings
…………………………………………………… 11
Travel Trade Interview Findings
…………………………………………………… 23
Focus Group Findings
…………………………………………………… 33
Consumer Survey Findings
……………………………………………………
45
2
Executive Summary
Japan Tourism Marketing Co. was commissioned by Tourism British Columbia to conduct the
2006 Japan Ski Consumer & Travel Trade Research.
The study consisted of desk research, travel trade interviews, consumer focus groups and a
consumer survey.
The following are the key highlights from the four research components.
1. Market Overview

According to the Japan Productivity Centre for Socio-Economic Development, the number
of skiers and snowboarders in Japan had fallen from 17.5 million in 1992 to 12.3 million in
2005.

Desk research suggests that the decline, which has leveled off since 2003, is due to:
o A significant decrease in proportion of those under the age of 45 who participate
in skiing, the participation rate among those 45+ has been stable. Younger
people are much less likely to ski than in the past.
o A decrease in average length of domestic ski trips

Domestic ski trips with fellow employees or friends have declined from about 58% of all
domestic ski trips in 2001 to about 48% in 2005, while trips with family have increased
from 15% to 24% of all trips. This trend probably reflects continued aging of the Japanese
ski market.

Sales of overseas ski packages have declined along with the overall decline in the ski
market.

Whistler has retained an approximately 50% share of the overseas ski market since 1997
– with some fluctuations, year to year.
2. Travel Trade Perspectives

The travel trade noted the disappearance of younger skiers – most comments on the
characteristics of Japanese skiers and ski trips echoed the findings of the desk research.

The travel trade noted:
o Length of stay for international ski trips has been increasing.
o There is an increased interest in other winter activities, such as heli-skiing,
snowmobiling, and fresh-track skiing on outbound trips.
o Japanese skiers/snowboarders are seeking activities on outbound
ski/snowboard trips, such as hot springs, spa and dining, in addition to skiing or
snowboarding.
o Language and culture may be barriers that prevent Japanese skiers from fully
enjoying the experience on ski trips.

Whistler is viewed as reasonably priced with relatively easy access.

Combining time in Vancouver with time in Whistler is seen as a plus.
3

Whistler is seen as offering a good experience with high consumer satisfaction and an
opportunity to encourage repeat visitation.

Whistler is seen as a hard sell to older skiers, who are attracted by the historical sites that
Europe offers, in addition to skiing.

The travel trade believes that most readers of ski magazines are in their late 30s and early
40s, that frequency of publication has declined, ski magazines are specializing to specific
segments and target advanced skiers rather than younger or new skiers.
3. Consumer Focus Groups

Two groups were targeted for focus groups:
o 55 – 65 year old males (perhaps 10% of total market)
o 38-45 year olds with children 13 or under (perhaps 15% - 20% of market)

Findings of the focus groups should not be taken as representative of all skiers.
Group 1: Older Males (55 – 65)

Motivated by:
o Sense of achievement from improvement of skills
o Opportunity to see spectacular mountain scenery

Limited by feeling of decline in strength and/or busy lives

Perceive overseas skiing:
o As places to enjoy off-piste and backcountry skiing
o Attractive because of magnitude of space, scenery and atmosphere not
available in Japan
o As only for advanced skiers – thus anxiety is a major barrier

Associate Canada with large-scale ski sites and renowned sites, while European sites are
stronger on luxurious atmosphere and history. New Zealand is associated with heli-skiing.
The US is not seen as a place to ski

Prefer one week package tours.

Focus on enjoying winter sports and ski related activities such as backcountry skiing
(which is a dream or aspiration), guided skiing and skiing at the Olympic courses

Motivations for visiting Canada/BC
o Experiencing nature in Canada in addition to skiing
o Attending NHL games
o Interested in hot springs
o Prefer large-scale ski sites (ie. Whistler) – rather than sites near Vancouver
o Interested in 2010 Olympics and skiing Olympic courses.
Group 2: 38 – 45 Year olds with children ≤ 13

Motivated by:
o Social aspects of skiing
o Enjoyment of after-ski activities
o Desire to expose school age children to winter nature
4

Feel too busy with work to take long holidays

Perceive overseas skiing:
o Attractive because of magnitude of space, scenery and atmosphere not
available in Japan

Perceive Canada as a place of marvels of nature such as Rockies and Aurora, while
European sites are stronger on luxurious atmosphere and history. Have no image of New
Zealand and do not see the US as a place to ski.

Prefer one week package tours.

Males in this group tend to focus on enjoying winter sports while females focus more on
ambience of a resort, Christmas lights and illumination.

Family skiers expect a variety of snow activities, spa, shopping, and good quality
accommodations at a ski resort – although females do not like condominium style
accommodations because of the implication that they will have to cook meals!

Snow programs for children is a strong motivator, other activities and sightseeing are
medium to weak motivators – except females have a high interest in aesthetics/spa.

Motivations/preferences for visiting Canada/BC
o Experiencing nature in Canada in addition to skiing
o Attending NHL games for males in this group
o Similar to older male group, prefer large-scale ski sites (ie. Whistler) – rather
than sites near Vancouver
o Not as interested in 2010 Olympics and skiing Olympic courses as older male
group.
4. Consumer Survey

Socio-Demographics of survey respondents
o Compared to other age segments, male respondents in their 50’s and female
respondents in their 60’s were more likely to have visited Canada in the past.
o Female respondents over the age of 30 and male respondents in their 50’s were
more likely to have travelled overseas frequently. Male respondents in their 20’s
were far less likely to have travelled overseas frequently.
o Nearly a third of the respondents who came from middle income households (5
to 10 million yen per year) and almost half of the respondents with higher
incomes (10+ million yen per year) had been to Canada in the past.
o Two thirds of the respondents who came from high income households had
travelled frequently to overseas destinations.
o More than 60% of the under 40 respondents did not have children whereas over
a third of the older respondents had adult aged children.
o Over a quarter of the older respondents did not have children.

Skier/Snowboarder behaviour
o Participation in skiing varied among different respondent segments. In general,
past visitors to Canada, male respondents and respondents with intermediateadvanced ski levels were more likely to have participated in skiing in the past 3
5
o
o
o
o
o
o
o
o
years. Over a quarter of the respondents over 40 years old had been off the
slopes for over 10 years.
The majority of respondents had beginner to immediate skill levels for skiing. By
comparison, male respondents, respondents over 40 years old, and those who
skied recently (within the past 3 years) had higher skill levels. A smaller
proportion of respondents (around 10%) had just started skiing.
Respondents were introduced to the sport of skiing at a variety of ages. By
comparison, younger respondents, those who skied recently, and those with
intermediate-advanced skill levels were more likely to have taken up the sport in
their pre-teen years.
Younger respondents and recent skiers/snowboarders were more likely to have
been introduced to skiing by family/relatives whereas friends were more
influential on older respondents and those who had not skied/snowboarded
recently.
While the participation level in snowboarding was lower than that of skiing in
general, similar characteristics could be observed i.e. male respondents and
respondents under 40 years old were more likely to have participated in the past
3 years. Almost half of the respondents over 40 indicated that they would never
try snowboarding.
Skill levels for snowboarding were lower than those for skiing with a larger
proportion of respondent indicating ‘no experience’. This was particularly true for
respondents over 40 and non-recent skiers/snowboarders.
Irrespective of respondent segments, the majority of respondents were
introduced to the sport of snowboarding after the age of 19 or older. At least a
third of respondents started snowboarding when they were 23 years of age or
older.
Influence of friends was the top catalyst for all respondents to have taken up
snowboarding.
The top reason cited for stopping or never skiing/snowboarding was lack of time
for all respondents. By comparison, respondents who had never been to Canada
before were more likely to indicate cost of travel, cost of equipment and having
small children as their barriers.

Ski destination experience and awareness
o Overall, Koshinetsu was the most visited ski destination followed by Hokkaido
and Tohuku.
o Among overseas ski destinations, Canada was the most visited. One in five
respondents who had previously been to Canada had skied/snowboarded at
Whistler and/or Banff.
o The awareness of Whistler is generally high in that around half of all
respondents had heard of Whistler despite that they had never
skied/snowboarded or visited the area.

Domestic ski destination/accommodation preferences
o In general, top considerations for choosing a domestic ski destination included
snow conditions, variety of ski runs and distance/travel time.
o Top considerations for choosing accommodations at a domestic ski area
included proximity to ski grounds, hot springs, low room rates and good on-site
restaurants.

Foreign ski destination/accommodation preferences
6
o
o
o
o
o
Snow conditions, magnificent scenery, variety of ski runs, shopping/dining and
sightseeing opportunities were the most frequently mentioned priorities when
choosing a foreign ski area.
Magnificent scenery, snow conditions and sightseeing opportunities were of the
highest priority when choosing a foreign ski area.
By comparison, younger respondents and recent skiers/snowboarders placed
higher priority on snow conditions when choosing a foreign ski area whereas
older respondents and those who had not skied or snowboarded recently placed
higher priority on magnificent scenery.
Proximity to ski grounds, good on-site restaurants and room with a view were the
most frequently mentioned priorities when choosing accommodations at a
foreign ski area.
Proximity to ski grounds, low room rates, room with a view and luxurious
atmosphere were of the highest priority when choosing accommodations at a
foreign ski area.

Profile of domestic skiing/snowboarding trip
o At least a quarter of all respondents had taken a domestic ski/snowboard trip
within the past year. A higher proportion of older respondents (32%) had not
skied/snowboarded domestically for at least 10 or more years.
o Koshinetsu was the most popular domestic ski area followed by Hokkaido,
Tohuku and Chubu.
o On domestic ski/snowboard trips, respondents were most commonly
accompanied by friends, spouse and children.
o Most domestic ski/snowboard trips lasted 3 or fewer days in duration.
o Overall, almost half of all respondents made their own reservations for their
domestic ski/snowboard trip whereas only a third of all respondents used the
services of a travel agency for either a free tour plan or a package tour.

Profile of overseas skiing/snowboarding trip
o Overall, around three quarters of all respondents had never skied/snowboarded
overseas. The majority of respondents who had not been to Canada and over
half those who had previously visited Canada had never skied or snowboarded
overseas.
o Similar to domestic ski/snowboard trips, respondents were most commonly
accompanied by friends, spouse and children when traveling overseas to
ski/snowboard.
o Destinations for overseas ski/snowboard trips varied significantly among
respondent segments. By comparison, younger respondents were much more
likely to have skied at Whistler whereas older respondents were more likely to
have skied at Banff and European destinations
o Trip lengths for overseas ski/snowboard trips varied significantly as well.
Younger respondents were more likely to have taken trips that lasted 5-6 days or
over 16 days in duration whereas older respondents were more likely to have
taken trips that were 7-9 days long.

Potential and barrier of skiing/snowboarding trip
o The majority of respondents indicated a desire to go skiing/ snowboarding within
the next two years but had made not yet made any specific plans.
o Most frequently cited barriers preventing respondents from skiing/snowboarding
overseas included cost and difficulty in taking long vacations.
o The majority of respondents expressed interest in visiting a snowy country resort
within the next two years (by citing ‘yes’ or ‘maybe’). By comparison, male
7
o
respondents, recent skiers/snowboarders, and those with intermediate-advanced
skill levels expressed a higher level of interest.
In general, most frequently mentioned motivations for visiting a snowy country
resort included hot springs, enjoying snow scenery, looking at an aurora and
participating in winter sports.

Profile of trips to Canada
o Frequent overseas travellers were most likely to have visited Canada followed
by those with intermediate-advanced skill levels as well as recent skiers/
snowboarders.
o Overall, almost three quarters of all respondents were travelling for leisure.
Fewer were visiting for business, study/training, or visiting family and friends.
o Vancouver was the most frequently visited destination by all respondents. Other
popular destinations included the Canadian Rockies and Niagara Falls.

Potential for Canada
o All respondents who had not been to Canada before expressed a desire to visit
in the next two years. Over half of all prior visitors to Canada also expressed
some interest in revisiting the country.
o Over two-thirds of all respondents were aware that the 2010 Winter Olympics
were to be held in Vancouver, Canada.
o The majority of respondents indicated interest (by citing ‘yes’ or ‘maybe’) in
skiing at the site of the Olympics.
8
Objectives and Methodology
Japan Tourism Marketing Co. was commissioned by Tourism British Columbia to conduct the
2006 Japan Ski Consumer & Travel Trade Research. The study was intended to:

determine the current status and trends of the Japanese ski market

understand the travel behaviours of Japanese skiers/snowboarders

understand the experiences and preferences of Japanese skiers/snowboarders for
domestic and overseas skiing/snowboarding

understand the interests and needs of Japanese skiers/snowboarders for winter sports
in Canada
A four phase study was implemented to fulfill these objectives:
Phase 1: Desk research
Phase 2: Japanese travel trade interviews
Phase 3: Japanese skier/snowboarder focus groups
Phase 4: Consumer quantitative web survey
PHASE ONE: DESK RESEARCH
Secondary research was conducted to gather information for an overview of Japan’s
ski/snowboard market, domestic ski/snowboard trends, and outbound ski/snowboard trends.
PHASE TWO: JAPANESE TRAVEL TRADE INTERVIEWS
Nine executive interviews were conducted during August and September 2006. The interview
sessions were broken down as follows:

Travel media (i.e. ski magazines) – 4 organizations
Travel agency – 4 organizations
Hotel – 1 organization
PHASE THREE: JAPANESE SKIER/SNOWBOARDER FOCUS GROUPS
The objectives of the focus groups were to understand:

participants’ perceptions towards winter sports, and,
effective winter travel resources and promotional measures.
The topics covered were participants’ experience in skiing/snowboarding, perceptions towards
overseas ski sites, interest in travel resources for Whistler. The overarching criterion for
recruiting focus groups participants was skiers/snowboarders who had an intention to travel
overseas to ski/snowboard.
In total, 2 two-hour focus groups were conducted on October 12 and 13, 2006 in Tokyo. The
two groups were broken down as follows:
9
Table 1: Focus group participant information.
Group
Number of
participants
Gender
Age
Ski Level
Income
Older
6
Male
55-65
Intermediate
CAD50,000 plus
3
Male
Female
Beginner to
advanced
CAD50,000 plus
3
38-45
with children
aged 13 or
under
Family
It is believed that the factors that originally motivated these two groups to take up skiing were
quite different:
Older:
Several ski movies featuring popular actors skiing in the Alps created a desire for backcountry
skiing among this group when they were young.
Family:
The Japanese ski market was booming when these participants were in their early 20s; these
participants took up skiing as a way to meet members of the opposite sex, under the influence
of the movies in the mid 1980s to early 1990s romanticizing skiing.
PHASE FOUR: CONSUMER QUANTITATIVE WEB SURVEY
A web survey was sent out to about 20,000 Internet panel participants from four major areas of
Japan (i.e. Tokyo, Osaka, Nagoya (cities) and Hokkaido). The 20,000 respondents were
selected from an online panel which consists of 1,370,000 registrants. The web survey ran from
October 6 – 11, 2006 and yielded 500 completed surveys from qualified respondents.
The qualified respondents (n=500) met the following criteria:

20 to 69 years old, male or female

Residents of Tokyo, Osaka, Nagoya metropolises or Hokkaido.

Annual income more than 3 million yen (approximately CAD$30,000)

Intend to experience skiing/snowboarding in overseas

Had skied/snowboarded at least once

Had travelled overseas at least once
Quotas were set at 62 or 63 respondents for each of the following 8 groups:

Female 20-29

Female 30-39

Female 40-49

Female 50-69

Male 20-29

Male 30-39

Male 40-49

Male 50-69
10
Section 1. Desk Research Findings
11
1.1 Overview – Declined Participation in Skiing/Snowboarding

The Japanese ski market has experienced a prolonged decline since the early 1990s.
According to the Japan Productivity Centre for Socio-Economic Development, the number of
skiers and snowboarders in Japan had fallen from 17.5 million in 1992 to 12.3 million in
2005.

Participation rate in skiing dropped from 17.9% in 1993 to only 6.4% in 2005.

The Japanese snowboard market experienced gradual growth from 1997 to 2001, but
stayed relatively stagnant from 2002 through to 2005, with 4.7% of Japanese participating in
snowboarding in 2005.
Figure 1: Participation rate in skiing/snowboarding from 1993 to 2005.
20
%
17.9
18
16.4
15.4
16
Ski
Snowboard
15.7
12.7
14
13.0
11.4
12
10.7
9.9
10.0
10
6.9
8
6
3.0
4
3.7
4.0
4.2
1998
1999
2000
4.9
6.9
6.4
3.9
4.3
4.7
2003
2004
2005
4.9
2
0
1993
1994
1995
1996
1997
2001
2002
Source: Japan Productivity Centre for Socio-Economic Development
12
1.2 Overview - An Aging Market

The Japanese ski market is aging quickly with the average age of Japanese skiers
increasing every year since 1996. In 2005, the average age of male skiers was 39 which
was almost 9 years older than that in 1996. The average age of female skiers was 37 in
2005, about 10 years older than that in 1996.

The Japanese snowboard market is aging as well, but at a much slower pace than the
ski market. In 2005, the average age of male snowboarders was 27 which was 2 years
older than that in 1996. The average age of female snowboarder was 26 in 2005, about
3 years older than that in 1996.
Figure 2: Average age of skiers/snowboarders from 1996 to 2005.
Male (Ski)
40
38
36
34
32
30
28
26
24
22
20
Female (Ski)
31.2
34.0
31.8
26.1
24.3
26.4
24.7
33.8
30.4
26.7
25.0
22.8
1996
2000
2001
Male (Snow board)
Female (Snow board)
35.5
33.5
36.4
34.1
26.8
25.2
26.8
25.4
2002
2003
37.9
35.4
27.1
25.7
2004
38.8
36.7
27.4
26.1
2005
Source: Nippon Cable Co., Ltd. “Ski Site Visitors Survey”

Along with aging, the average years of ski/snowboard experience has been increasing.
Japanese skiers had, on average, 17 years of ski experience in 2004 compared to 10
years in 1996. Japanese snowboarders had, on average, 5 years of snowboard
experience in 2004 compared to 2 years in 1996.
13
1.3 Overview - Decrease of Young Skiers

One of the major factors that caused the decrease in the Japanese ski market was the
decrease in the number of young skiers.

Younger age groups (i.e. 15-34) experienced the largest decline in participation in skiing,
from 30% in 1991 to 22% in 2001.

Participation rates of older age groups (i.e. 35+) were marginally higher in 2001,
compared to 1991, after peaking in 1996.
Figure 3: Change in ski participation rate by age group for 1991, 1996 and 2001.
30
% 29.9
27.8
26.1
25
1991
25.2
1996
2001
21.9
19.8
20
17.3
13.9
13.7
15
10
4.6
5
6.3 5.5
1.6 1.8 1.7
0
Age15-24
25-34
35-44
45-54
55-64
Source: Ministry of Public Management, Home Affairs, Posts and Telecommunications.
“Survey on Time Use and Leisure Activities”

Possible explanations for the decrease of young skiers include fewer group activities
taken among university students and fewer ski trips organized by schools. According to
the Japan School Tours Bureau, ski trips accounted for 24% of all school trips among
Japanese high schools in 1989. This proportion reached its peak in 1993 when 30% of
high school trips were ski related but has been on a gradual decline ever since. In 2003,
ski trips only accounted for 15% of all high school trips.
The data above pertain to the period 1991 to 2001. More recent data shows that a
diminishing number of ski tours organized within offices, which may be contributing to a
further decline of younger skiers. Survey results indicate that the percentage of people who
ski with their fellow employees has been decreasing since 2002 when a third of respondents
(33%) skied with their fellow employees. In 2005, less than a quarter (24%) of respondents
skied with their fellow employees. (Source: Ministry of Public Management, Home Affairs,
Posts and Telecommunications. “Survey on Time Use and Leisure Activities”)
14
1.4 Overview – Skier/Snowboarder Demographics

Since 1996, the proportion of male skiers has been increasing. In 2005, two-thirds of
Japanese skiers were male (7 percentage points higher that that in 1996) and a third
were female.

The proportions of male and female snowboarders are more evenly distributed
compared to those of skiers, although male snowboarders are still a majority, accounting
for 57% of all snowboarders in Japan.

The share of skiers under the age of 30 has been decreasing rapidly. In 1996, two-thirds
of Japanese skiers (66%) were under the age of 30. In 2005, less than a quarter of
skiers (23%) were under 30. Instead, more than three quarters of skiers (78%) were
over 30 with skiers in their 40s constituting the biggest group (40%).

Snowboarders under 30 still account for the majority of the Japanese snowboarder
market but that market has also shown signs of maturing. In 1996, 9 out of 10
snowboarders (91%) in Japan were under the age of 30 as opposed to only three
quarters (75%) in the under 30 age group in 2005.
Table 2: Gender and age distribution of skiers in 1996, 2000, and 2005.
Skiers
Gender
Male
Female
Age
15-19
20-24
25-29
30-39
40 plus
1996
2000
2005
59.6%
40.4%
62.4%
37.6%
66.6%
33.4%
3.7%
30.4%
32.0%
22.1%
11.8%
1.8%
12.6%
31.7%
33.3%
20.6%
2.1%
5.9%
14.5%
37.2%
40.3%
Source: Nippon Cable Co., Ltd. “Ski Site Visitor Survey”.
Table 3: Gender and age distribution of snowboarders in 1996, 2000, and 2005.
Snowboarders
Gender
Male
Female
Age
15-19
20-24
25-29
30-39
40 plus
1996
2000
2005
58.6%
41.4%
53%
47%
56.8%
43.2%
7.1%
57.0%
26.8%
8.2%
0.9%
5.8%
41.5%
40.3%
11.1%
1.3%
5.3%
27.8%
42.2%
22.2%
2.5%
Source: Nippon Cable Co., Ltd. “Ski Site Visitor Survey”.
15
1.5 Domestic Market – Overall Trend

The rapid growth of the Japanese domestic ski market in the late 1980s was a reflection
of a strong Japanese economy. Around 1990, the growth levelled off and remained
constant through much of the 1990s. The Japanese ski market has been on a steady
decline since 1997. While the financial crisis in some Asian economies in 1997 had a
short term impact on Japan, there does not seem to be a clear relationship between
economic performance and the Japanese ski market between 1987 and 2005.

In 2005, the number of passengers of domestic ski lifts reached its all time low of 385
million, a 13% decrease compared to 1987, when the Japanese domestic ski market first
started to grow rapidly, and a 51% decrease compared to 1994 when the market was at
its peak.
Figure 4: Number of domestic ski lift passengers from 1987 to 2005.
900
742 753
800
773 781
773
733
684
700
628
578
556
600
580
540
492
500
443
510 492
479
417
385
400
300
1987
1989
1991
1993
1995
1997
1999
2001
2003
2005
Source: Land, Infrastructure and Transportation Ministry
16
1.6 Domestic Market – Frequency of Skiing/Snowboarding

Overall, the frequency of skiing per year by the average skier has declined between
1993 and 2005. The average number of times skiing per year was stagnant in the late
1990s, declining gradually through to 2003, but has been rising since 2003. In 2005, the
average time of skiing was 4.4 times, which was a 21% decrease compared to 1993
(record high) and a 33% increase compared to 1995 and 2003 (record low). The
decrease in the frequency of skiing per year by the average skier has not been sufficient
to explain the decrease in the ski market – rather there has been an absolute decline in
the number of skiers. The fluctuation in the average number of times skiing per year may
just reflect fluctuations in snow conditions or economic performance from year to year.
Figure 5: Average time of skiing per year from 1993 to 2005.
6
5
Times
5.6
5.1
4
4.3
4.2
3
4.4
4.0
4.2
4.2
4.1
4.1
3.9
3.3
3.3
2
1
0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Source: Japan Productivity Centre for Socio-Economic Development.

The frequency of snowboarding per year has dropped from 9.2 times in 1997 to 4.0
times in 2005, a 57% decrease compared to 1997.
Figure 5: Average time of snowboarding per year from 1997 to 2005.
Times
9.2
10
9
8
7
6
5
4
3
2
1
0
1997
7.3
5.9
6.3
6.2
6.1
5.2
4.6
1998
1999
2000
2001
2002
4.0
2003
2004
2005
Source: Japan Productivity Centre for Socio-Economic Development.
17
1.7 Domestic Market – Decreased Trip Length

Day trips have constituted the majority of Japan’s domestic ski trips. The proportion of
day trips in all domestic ski trips increased steadily from 1996 (42%) to 2004 (51%).
-
One possible explanation for the increase of day trips is that older skiers try to avoid
busy times at ski sites and shorten their length of stay. It may also reflect the desire
to reduce the cost of a ski trip and/or the decrease in overnight ski trips by school or
employee groups.
Figure 6: Length of stay at ski sites from 1996 to 2004.
One day
0%
1996
2000
One night
20%
Two nights
40%
41.9
47.9
Three nights and over
60%
80%
35.6
100%
18.9
31.8
16.2
3.6
4.0
2001
50.0
2002
49.9
2003
50.2
32.6
13.1
4.1
2004
51.2
31.1
14.0
3.8
31.7
30.0
14.1
16.2
4.1
3.8
Source: Japan Productivity Centre for Socio-Economic Development.
18
1.8 Domestic Market – Increased Family Travel
-

The proportion of skiers that went skiing with children has been increasing. In 2005,
nearly a quarter of skiers (24%) visiting domestic ski sites were travelling with their
children. On the other hand, the proportion couples or groups of employees skiing
together has declined.
Although the percentage of snowboarders who visit ski sites with children is currently
very small compared with that of skiers, it has been gradually increasing as well. As in
the case of skiing, the proportion snowboarding with fellow employees or friends, while
large, has declined over the last five years.
Table 4: Travel party composition of domestic ski trips from 2001 to 2005.
Alone
Couple
Married couple
Family (with
children/parents)
Family (3 generation)
Fellow employees
Friends
Group
2001
2.1%
11.2%
7.4%
2002
2.5%
9.7%
8.1%
2003
2.8%
8.9%
7.9%
2004
2.4%
8.1%
8.6%
2005
2.6%
7.7%
9.6%
15.4%
15.9%
17.4%
23.2%
23.7%
1.0%
31.5%
26.2%
5.2%
1.1%
33.4%
22.6%
6.7%
1.1%
31.4%
24.7%
5.9%
1.6%
26.8%
22.7%
6.5%
1.8%
24.2%
24.1%
6.3%
Source: Nippon Cable Co., Ltd. “Ski Site Visitor Survey”.
Table 5: Travel party composition of domestic snowboard trips from 2001 to 2005.
Alone
Couple
Married couple
Family (with
children/parents)
Family (3 generation)
Fellow employees
Friends
Group
2001
0.8%
15.8%
2.3%
2002
1.5%
21.1%
3.7%
2003
2.2%
16.3%
3.1%
2004
1.8%
18.5%
3.3%
2005
1.6%
19.0%
3.7%
2.2%
2.7%
3.7%
3.8%
4.7%
0.4%
33.3%
39.1%
6.1%
0.5%
30.7%
34.0%
5.8%
0.4%
33.7%
34.4%
6.3%
0.7%
29.6%
36.9%
5.4%
0.8%
29.2%
35.5%
5.6%
Source: Nippon Cable Co., Ltd. “Ski Site Visitor Survey”.
19
1.9 Domestic Market – Ski/Snowboard Trip Expenditure

Overall, average expenditure per skier per year has declined from 1993 to 2005. In
1997, the expenditure dropped 27% compared to 1996, and decreased another 19% in
1998 over 1997. The average expenditure rebounded in 1999 and has stayed rather
stagnant through to 2005.

In 2005, average expenditure per skier per year was 75,300 yen (CAD$742.91), which
was a 37% decrease compared to 1993 (record high) and an 11% increase compared to
1998 (record low).

Average expenditure per snowboarder per year has been declining since 1997. In 2005,
the expenditure reached its record low to 57,100 yen (CAD$563.35), which was a 41%
decrease compared to 1997 (record high).

Average expenditure for snowboarders had been slightly higher than that of skiers from
1997 to 2003. However in 2004 and 2005, the trend seemed to have reversed.
Figure 7: Average expenditure per skier/snowboarder per year from 1993 to 2005.
140
120
\1,000
Ski
118.9
108.8
102.2
100
97.1
83.7
80
Snowboard
115.1
79.4 80.8
67.6
79.1
79.8
78.7 74.2
78.7
75.8 78.3 73.3
75.3
73.9
71.4
61.6
60
57.1
40
20
0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Source: Japan Productivity Center for Socio-Economic Development
20
1.10 Outbound Market – Declining Trend

** Please note that the data in this section only represents a particular sub-group of ski
package operators. It does not include all agents, and only includes package tours, not
all outbound ski travel.

The number of Japanese overseas skiers have dropped significantly since the late
1990s. In 2005/2006, the number of participants in overseas ski package tours reached
a record low to 7,817 people, which was a 68% decrease compared to 1997/1998
(record high) when 24,353 people went on overseas ski package tours.

The average age of overseas ski package tour participants has been increasing one
year every year. The average age of participants in ski package tours to Canada is
about 40 years old whereas the average age of participants in European ski package
tours is 52 years old. It has been observed that older skiers and more advanced skiers
are more likely to visit Europe or New Zealand while Whistler attracts more general
skiers (Source: Overseas Ski Package Tour Conference).
Figure 8: Number of people in overseas ski package tours from 1997/1998 to 2005/2006.
persons
30,000
25,000
24,353
21,547
20,000
17,832
16,043
15,000
11,285
9,424
10,000
8,980
7,817
8,397
5,000
0
97/98
98/99
99/00
00/01
01/02
02/03
03/04
04/05
05/06
Source: Overseas Ski Package Tour Conference.
21
1.11 Outbound Market – Market Share

Markets such as Canadian destinations outside BC, the US and Korea saw declines in
market share between 1997/1998 and 2005/2006.

In 2005/2006, Whistler, Banff and Europe accounted for 97% of Japan’s total
participants of overseas ski package tours.

Overall, the market share of European ski tours has increased from 1997/1998 to
2005/2006, despite fluctuations in the interim. In 2005/2006, ski package tours to
European destinations accounted for 35% of the total market, which was an 8
percentage point increase compared to 1997/1998.

Whistler remains the no.1 destination for Japanese outbound skiers/snowboarders.
Since 1997/1998, Whistler’s market share peaked twice, attracting 58% of all outbound
skiers/snowboarders in 1998/1999 and again in 2002/2003, but has gradually declined
since 2002/2003. In 2005/2006, ski package tours to Whistler accounted for 49% of the
total market, which was at the same level as in 1997/1998, but a 9 percentage point
decrease compared to the peak years.
Table 6: Market share of overseas ski package tours from 1997 to 2006.
Whistler
Other BC
Banff
Other Canada
America
Europe
Korea
97/98
49%
1%
16%
1%
4%
27%
3%
98/99
58%
1%
15%
1%
2%
22%
1%
99/00
51%
1%
16%
2%
3%
25%
3%
00/01
50%
1%
14%
1%
5%
28%
1%
01/02
52%
1%
11%
1%
1%
35%
0%
02/03
58%
2%
12%
0%
1%
28%
0%
03/04
52%
2%
13%
0%
1%
32%
0%
04/05
53%
2%
11%
0%
1%
33%
1%
05/06
49%
2%
13%
0%
1%
35%
0%
Source: Overseas Ski Package Tour Conference.
22
Section 2. Travel Trade Interview Findings
23
2.1 General Trends
MATURE CUSTOMER BASE

Both the Japanese domestic and outbound travel trade have witnessed the aging of their
customer base. Currently, clients of the outbound market are between 30 to 60 years of age,
with a greater focus on the 40 to 50 age segment. Clients of the domestic market are
currently between 20 to 40 years of age, with a greater focus on clients in their 40s.
“The average age is increasing 2 years every year.”
-
Customers booking European ski tours are older (50s) than those booking Canadian ski
tours (40s).
-
Twenty percent of clients booking international ski travel are repeat customers while 80%
are first timers when it comes to taking an overseas ski tour.
LACK OF YOUNG SKIERS/SNOWBOARDERS
-
The lack of young skiers has been identified as the main factor contributing to the aging of
the Japanese ski market.
“Many schools stopped organizing ski trips or ski activities. Children now have
fewer opportunities to start skiing.”
“Unemployment rate of the younger generation is high and many of them can not
afford to ski.”
“Time, money, and physical and spiritual energy are required to go skiing. The
younger generation today does not have any of these.”
RISK OF OLDER SKIERS DISCONTINUING SKIING
-
The Japanese travel trade felt that there have not been enough efforts made by the
Japanese ski industry to ensure that skiers continue skiing as they age.
“During the heyday of the Japanese ski market, ski industries were devoted to
making money and did not put any efforts to convey charms of ski experience to
Japanese skiers and many skiers did not continue on skiing.”
24
2.2 Preferences of Travel Party Size
OUTBOUND MARKET

The most common party size for outbound ski travel has always been 2 to 3 people. In
addition, it has been observed that the proportion of solo travellers has increased recently.
“The ratio of skiers who participate in a ski tour by themselves has increased
recently.”
DOMESTIC MARKET
-
Family travel is strong for the Japanese domestic ski market as more families are
participating in skiing.
“Couples, group of friends and families are the major units of customers.”
25
2.3 Destination Preferences
OUTBOUND MARKET
-
Canada remains the most popular destination country for skiing/snowboarding yielding the
majority of international bookings, followed by Europe and New Zealand.
-
Whistler remains the most popular ski destination area due to its high level of awareness
and effective product advertising.
“Most customers visit Whistler.”
“Only Whistler products are included in ski brochure while Banff products are
included in general brochure.”
DOMESTIC MARKET
-
In the domestic market, ski destinations near Tokyo are becoming popular (e.g. Joetsu),
while further destinations are seeing a decline in customers (e.g. Tohoku).
26
2.4 Itinerary Preferences
OUTBOUND MARKET
-
Popular travel itineraries usually range between 4 and 6 nights in duration. International
travel agencies also felt that the length of stay was increasing.
“6 days and 4 nights itinerary ranks top followed by 7 days and 5 nights.”
“8 days and 6 nights itinerary ranks top (36%) followed by the 7 days and 5 nights
itinerary.”
“The length of stay has been increasing recently.”
DOMESTIC MARKET
-
The domestic ski market has seen an increase in same-day travel. The increase is possibly
due to the development of highways in Japan which has allowed easier access to various
ski sites. As a result, skiers have sufficient amount of time skiing and still have enough time
to return to their homes.
“The ratio of same-day skiers has increased.”
“The domestic ski sites are not as crowded now as they used to be. Skiers can
enjoy enough skiing within one day.”
-
For multi-day ski travel, a weekend package (excluding Sunday) is the most popular
itinerary.
“Typical itinerary is 2 days and 1 night starting from Friday. Most skiers
leave the ski site on Saturday or early Sunday… few skiers ski on
Sundays.”
27
2.5 Activity Preferences

Off-piste skiing is more popular than demonstration skiing.
DIVERSIFIED WINTER ACTIVITIES

Both the Japanese domestic and outbound markets have seen an increasing interest from
skiers/snowboarders wanting to participate in alternative winter activities. The activities that
become increasingly popular among the skiers include:
-
Heli-skiing (outbound)
-
Snowmobiling (outbound and domestic)
-
Fresh-track skiing (outbound)
-
Snowshoeing (domestic)
-
Snow tubing (domestic)
APRE SKI EXPERIENCE

Aside from skiing/snowboarding and other winter activities, the Japanese
skiers/snowboarders are also seeking other experiences such as staying in cities, enjoying
nightlife, relaxing at hot springs or spas and dining.
“Vancouver stays, hot springs and Yakiniku (Japanese barbeque) are
popular among skiers who visit Canada.”
“Most skiers leave the ski site at 3 or 4 o’clock and relax in a spa.”

Language and/or cultural barrier might prevent the Japanese skiers/snowboarders from fully
enjoying the experience.
“The Japanese skiers do not know how to enjoy a foreign bar and need some help
and setup.”
28
2.6 Whistler’s Competitive Advantage
PRICE, FLEXIBILITY, ACCESSIBILITY

The cost of accommodations and airfare is seen to be reasonable, and there is more
booking flexibility with Whistler products.
“The price of accommodation is reasonable for a 5 star hotel.”
“Airfare from Japan to Vancouver is relatively low, so Whistler is a good
destination for travel planners to package products.”
“Travel agencies can only book European hotels on a per week basis, while
Canadian hotels are more flexible.”

Whistler is easily and quickly accessible by air. In addition, Whistler’s proximity to Vancouver
is seen to be an advantage.
“Good access from Japan. It does not take too long to fly to Vancouver compare
to flying to European ski sites.”
“For skiers who want to enjoy both city and ski site, there are nice and
sophisticated ski sites near Vancouver. Skiers can stay in Vancouver, enjoy
shopping, eating, watching ice hockey games and skiing at the same time.”
DIVERSIFIED PRODUCTS

Whistler is seen to be a comprehensive resort offering a wide array of activities. The
availability of these extra activities is an added attraction of Whistler.
“We would like to make available not only winter products but also summer
products next year.”
“Whistler is a robust resort destination where travellers can experience skiing as
well as other activities such as canoeing and mountain biking around May.”
“Whistler is a comprehensive resort and travellers will not feel any inconvenience
in shopping, dining and drinking.”
“There are other activities to enjoy such as watching NHL.”
29
2.6 Whistler’s Competitive Advantage (continued)
FACILITIES, AMENITIES, SERVICES

The layout of Whistler is seen to be ideal, leading to a more relaxing experience.
“Circulation planning of Whistler is perfect and skiers can enjoy skiing stress
free.”
“Whistler is a new resort where slopes are planned well.”
“Quality of streetscape, landscape and accommodations is superior to that of
Japanese ski sites.”

The facilities, including Japanese staff in Whistler, are attractive to first-time and older
skiers.
“Whistler has a condition to reduce anxiety for first-timers, such as many staff
who understand Japanese.”
“Good access and nice facilities would attract first-timers and elder skiers.”
“It is a good place for the young generation and first timers to experience
overseas skiing.”

Satisfaction level of customers and travel trade towards Whistler is high which is crucial for
motivating repeat visitation.
“Satisfaction of customers who have visited Whistler is high and they tend to
become repeat visitors.”
30
2.7 Barriers to Visit Whistler and/or Canada
PRICE

Prices for ski tours to Canada are seen to be increasing which could be a barrier to travel to
Canada.
“The average price of ski tours to Canada is increasing and people can not visit
Canada for skiing as casually as they used to…”

A possible impact of price increases is that Japanese skiers will have higher expectations
when skiing in Canada.
“One thing which could be a negative factor is the price increase to Canada…
skiers could feel a gap to their expectations.”

Due to the price increase, profit margin of Canadian ski products is low. As a result,
international travel agencies are likely to be more passive when it comes to selling Canada
as a ski destination.
LACK OF HISTORICAL ATTRACTIONS

Older skiers are attracted to European ski sites because Europe has more historical sites.
“Compared with European ski sites, Whistler has less historical value and can not
attract older skiers.”
31
2.8 Current Trends of Japanese Ski Travel Media

Ski magazine readers are mostly based in Tokyo, Osaka, Nagoya and Hokkaido. Most
readers are in their late 30s to early 40s, a majority of which are male.

The annual number of magazine volumes being published has dropped.
“Seven volumes were published per year during the 80s, but currently, only 2
volumes are published annually.”

Ski magazines are specializing to reflect the segmentation of skiers’ needs.
“The categories of ski magazines are increasing along with segmentation of skier
needs.”
“Skiers’ needs have segmented and it is hard to focus on a general reader.”

Ski magazines do not target new skiers in an effort to maintain the readership of more
advanced skiers.
“All ski magazines have targeted advanced skiers to maintain their readership
base. There are no ski magazines for someone who wants to start to ski.”
32
Section 3. Focus Group Findings
33
3.1 Motivations for Skiing/Snowboarding

According to the focus group participants, there are numerous qualities of skiing that make it
attractive. Most common qualities include:
-
Sense of achievement resulting from improvement of skills (especially important to the
older group);
-
The ability to see spectacular mountain scenery that is not a part of everyday life in
Japan (especially important to the older group);
-
The desire and excitement to see snow (especially for people who live in an area without
snow);
-
Thrills, exhilarations and the feeling of wind caused by high speed;
-
Social aspects of skiing such as pleasure derived from getting together and having fun
with friends and family, and maintaining rich contacts with children by skiing with children
(especially important to the family group);
-
The enjoyment of after-ski activities such as relaxing at hot springs and having gourmet
meals (especially important to the family group).
34
3.2 Non-Participation and Triggers for Resuming Skiing

Older skiers feel that their strength has declined or that they are too busy with work,
therefore skiing is low on their list of priorities.
TRIGGERS FOR RESUMING SKIING

Certain visuals will trigger a desire for skiing and older skiers are likely to take up skiing
(again) after retirement.
“When I was zapping TV channels a couple of years ago, I came across a how-toski program and thought of skiing again. I have been enjoying skiing every
winter ever since.”
“My son visited the Swiss Alps for his honeymoon to ski. When I saw the video
which my son took on site, I felt like I must go and ski there someday. I don't have
enough time now because I am still working, but I will visit Switzerland for skiing
after my retirement.”

For family skiers, once the children get past the toddler stage, parents will have more
opportunities to enjoy doing activities with them. At the same time, parents will start
providing their children with “emotional education, which includes getting “close to nature.”
As the children became older and more experienced with skiing, family skiers would begin
thinking about an overseas ski trip.
“We go skiing every year because we want our children to be exposed to winter
nature. When our children were small, we only played with sled or snow balls, but
now my children became school age and can ski well, we are thinking about
travelling overseas to ski.

Some families do recognize the advantage of travelling with young children, as it does not
cause huge incremental costs.
“We are thinking about visiting overseas for skiing before our youngest child
turns 2 years old because bringing a young child doesn’t increase the travel cost
that much.”
35
3.3 Domestic Ski Destination Preferences

Older skiers tend to try new ski sites every year. Their criteria for choosing ski sites include:
-
Enjoying skiing in a new location
-
Slopes are well gloomed and safe
-
Slopes are easy enough for them to ski
Family skiers on the other hand are likely to choose familiar ski sites because they know it is
safe to take their children there and they will not have to worry about them. Their criteria for
choosing ski sites include:
-
Understanding how the lift lines work
-
Easy-to-find meeting spots.
-
Familiar accommodations with flexible services
36
3.4 Other Considerations for Domestic Skiing
POPULAR ITINERARY

A popular itinerary for older skiers is 3 days and 2 nights, with 1 – 1.5 days of skiing time.
Older skiers like to have time to relax and therefore they would limit time on slopes in order
to have time to relax at hotel.

A popular itinerary for family skiers is 2 days and 1 night, with 1 -1.5 days of skiing time.
Family skiers would like to have more than 1 day of skiing with their children, although they
have shorter length of stay at the ski site. They tend to return home on Saturday night or
Sunday morning in order to have some time to recharge before the new week begins.
SKI RENTALS

Most of the focus group participants were receptive towards renting ski boards. However,
they generally prefer using their own ski boots and ski wear.

Older skiers still have a negative perception towards rental skis from when they were young
– equipment was old and limited. However, they became more receptive when they were
informed about the availability and quality of rental equipment.

Compared to elder skiers, family skiers are more receptive to using rental equipment as it
allows them to bring large suitcases with their children's “stuff “.
37
3.5 Perceptions of Overseas Skiing

Older skiers perceive overseas to be a place to enjoy off-piste and backcountry skiing while
family skiers perceive overseas to be a place for skiing on groomed slopes, similar to
Japanese ski sites.

For both older and family skiers, the attractions for skiing overseas are the magnitude of
space, the scenery and atmosphere that are not seen in Japan.

Older skiers perceive that only advanced skiers can ski at overseas ski sites and therefore
the major barrier for them to go overseas for skiing is their anxiety. For this reason, older
skiers appreciate having a ski guide so that their anxiety about skiing overseas is alleviated.

The main challenge for family skiers is that they are too busy with work to take long
holidays. They do not have the same anxiety about overseas skiing as the older skiers. As a
result, family skiers are less receptive towards having a guided ski tour - having detailed
information about the overseas ski sites is sufficient enough to make them feel comfortable.

For both older and family skiers, top of the mind overseas ski destinations are Switzerland
and Canada.
38
3.6 Perceptions of Overseas Ski Destinations
CANADA

For older skiers, Canada is associated with large-scale ski sites and renowned sites for
skiing/snowboarding. Family skiers perceive Canada as a place of marvels of nature such
as Aurora and the Rockies.
EUROPE

For both older and family skiers, European ski sites are where skiers/ snowboarders can
enjoy long distance skiing, great scenery, luxurious atmosphere and deep history. European
ski sites have a special attraction to the older generation in Japan.
NEW ZEALAND

Older skiers associate New Zealand with heli-skiing. However, when it comes to imagery of
the country, sheep and idyllic scenery are most common. Family skiers do not have an
image of New Zealand as a destination to ski.
THE UNITED STATES

Most of the focus group participants have images of the big cities of the US such as New
York and Los Angeles; however they do not see the US as a place to ski.
39
3.7 Preferences of Overseas Ski Trip

In general, the most popular way to go on an overseas ski trip is through a package tour
which lasts one week in duration.

In addition to skiing/snowboarding, skiers put importance on a variety of other activities such
as:
-
Alternative snow activities
-
Shopping
-
Gourmet dining
-
Sightseeing
-
Relaxing at hot springs
-
Visiting historical or world heritage sites
-
Excursion to surrounding cities that are within 1 - 2 hours drive from the ski site.
40
3.8 Motivations for Visiting Canada and/or BC

Most of the focus group participants perceive Canada to be a destination country offering
unique opportunities to enjoy backcountry skiing, rail tours, gourmet dining. They perceive
Whistler as a resort with good facilities for both summer and winter season.
ATTRACTION OF A ‘WINTER RESORT’

Major attractions of a winter resort for skiers differ by gender.
-
Male skiers are more focusing on enjoying winter sports
-
Female skiers are generally more likely to be attracted by the ambience of a resort,
Christmas market and illumination.
Depending on age, expectations of a winter resort are also likely to differ.
-
Older skiers see winter resort in a much more defined scope i.e. a place for skiing after
which it is preferred that they stay at cities such as Vancouver for one or two days.
-
Family skiers, on the other hand, see winter resort in a much broader sense. At a winter
resort, they expect to enjoy a variety of snow activities, relaxing at a spa, shopping and
staying at a nice accommodation.
GENERAL PREFERENCES

Older skiers are attracted by ski related activities such as backcountry skiing, guided skiing
and skiing at the Olympic courses

Male family skiers like to experience winter sports such as ice hockey, snowmobiling. They
prefer staying at a condominium where family members can stay together.

Female family skiers are interested in alternative activities such as snow shoeing and
shopping.

Popular winter sporting events for speculating at ski sites include figure skating,
snowboarding, free style skiing and alpine skiing.
PRODUCT PREFERENCES – STRONG MOTIVATOR

Snow programs for children: Older skiers are interested in visiting overseas ski sites with
their grandchildren. These programs interest family skiers because they are seen as part of
the ‘emotional education’ for their children. An added benefit of having children participant in
the program is that parents could enjoy some free time.

Backcountry skiing: For older skiers, backcountry skiing is the activity they dreamed of
doing since they were young. The only barrier is their lack of confidence in their skills for
skiing. Family skiers with more advanced skills are interested in backcountry skiing.

Ice Hockey (esp. for male): Male skiers have a strong interest in watching NHL.
41
3.8 Motivations for Visiting Canada and/or BC (continued)

Accommodation: Male skiers are interested in staying at a condominium. Female skiers
have a feeling that they have to cook if they stay at a condominium and therefore tend to
avoid such a choice of accommodation.

Canadian nature: For older skiers, although it is hard for them to imagine enjoying the
Canadian winter besides skiing, they are interested in experiencing nature in Canada.
Family skiers respond positively towards nature experiences in Canada.

Whistler: Older skiers see Whistler as an ideal report because it is a well setup town
providing a variety of services (hence stress-free). Family skiers are interested in staying at
Whistler for 1 to 2 weeks, enjoying shopping at local markets.
PRODUCT PREFERENCES – MEDIUM MOTIVATOR

Additional activities: For both older and family skiers, their main purpose is to enjoying
skiing but would like to see the availability of activities as additional benefits.

Gourmet dining: Gourmet dining does not stand out as a unique attribute for Canada.
Nevertheless, both older and family skiers are interested in enjoying local food during their
travel.

Sightseeing: Both older and family skiers are interesting in sightseeing although having
some concerns over time spent on sightseeing.
PRODUCT PREFERENCES – WEAK MOTIVATOR

Christmas illumination: Christmas illumination, although attractive, is not sufficient to
motivate travellers to visit.

Aesthetics / Spa: Older skiers have high interest in hot springs, but they regard spa /
aesthetics as for women. Female family skiers have high interest in spa / aesthetics and
male family skiers view these services positively as benefits for their wives.

Olympics: Both older and family skiers have an interest in watching the Olympic Games on
site. However, they have less interest in skiing at the ski site where the Olympics are going
to be held.

Guided ski tour: Older skiers have anxiety in skiing overseas and would like to be guided
during skiing. Family skiers have a certain level of knowledge about overseas ski sites and
do not think a ski guide is necessary.

Ski sites near Vancouver: Most of the focus group participants have little interest in visiting
ski sites near Vancouver, as they prefer large-scale ski sites that are different from those in
Japan.

Vancouver: Awareness of Vancouver is high and it is regarded as one of the main
destinations for overseas travel.

Victoria: Awareness of Victoria is low.
42
3.9 Impact of the 2010 Olympics

Compared to family skiers, older skiers are more interested in the 2010 Olympics and are
more interested in both skiing at the site where Olympics are held and watching the Games
on site. They have a positive impression of Canada and Vancouver and could be triggered
to visit during or after the Games.

Overall, family skiers are less interested in the 2010 Olympics. They have an impression
that the Olympic courses are only for athletes. Their interest level could be raised if the
misunderstanding is clarified.
43
3.10 Sources of Information

According the focus group participants, there are several sources that are likely to spark
their interest in skiing such as,
-
TV programs
-
Travel magazines
-
Hanging posters
-
Word of mouth from a person who has recently skied
-
Word of mouth from a friend who is knowledgeable about skiing

When these interests evolve into stronger desire, they start searching the Internet for more
detailed information on ski destinations, accommodation and gourmet dining etc.

Ski magazines:
-
None of the older skiers (in the focus group) were currently reading ski magazines, as
they feel the content is too technical (They used to read ski magazines when they were
younger).
-
Family skiers (in the focus group) read ski magazines on a regular basis to help them
choose a family ski destination.
44
Section 4. Consumer Survey Findings
45
Cautionary Notes
The incidence of the eight groups of respondents among all skiers/snowboarders, or among
skiers/snowboarders with an interest in overseas travel was not determined during the fieldwork
or screening process. Therefore responses of the eight groups cannot be validly combined,
since it can not be determined what proportion of the overall target market a particular
respondent group (e.g. 20 to 29 year old females) actually represents.
To rectify the limitation aforementioned, six respondent segments were created to examine the
research results through different perspectives including,

Male vs. Female

Under 40 years old vs. 40 years and older

Beginner skier/snowboarder vs. Intermediate-Advanced skier/snowboarder

Have been to Canada vs. Have not been to Canada

Frequent overseas traveller (i.e. travelled overseas 6 times or more) vs. infrequent
overseas traveler (i.e. travelled overseas 1 – 5 times)

Recent skier/snowboarder (i.e. have participated in past 3 years) vs. Non-recent
skier/snowboarder (i.e. have not participated in past 3 years)
For each question, if there are substantial differences in the responses of different segments,
these differences among the segments are presented in the report. In cases where there are
only minor differences in the responses of different segments, only the overall results of the
entire sample are reported.
In addition, caution is advised that the survey respondents were selected from four major areas
of Japan. Therefore the results presented in this report only represent those respondents in
Tokyo, Osaka, Nagoya metropolises or Hokkaido.
46
4.10 Socio-Demographics of Survey Respondents
Age Segment
•
•
•
•
•
The majority of male
respondents in their 20’s, 30’s,
40’s and 60’s had not been to
Canada in the past. For male
respondents in their 50’s,
almost half had previously
visited Canada.
Similarly, the majority of female
respondents between the ages
of 20 to 59 had not been to
Canada in the past. For female
respondents in their 60’s, half
had previously visited Canada.
Age Segments by Visitation to Canada
0
10
20
30
40
20s male
Male respondents in their 20’s
and female respondents in their
20’s and 30’s were far less
likely to have acquired
intermediate/advanced skill
levels for skiing.
80
26
40s male
74
47
50s male
53
22
60+ male
90
82
78
30
20s female
70
34
30s female
66
29
40s female
71
25
50s female
75
50
50
60+ female
Not Been to Canada
Age Segments by Times Travelled Overseas
0
10
20
30
20s male
40
50
60
70
80
74
26
30s male
57
43
40s male
56
44
38
50s male
62
50
50
60+ male
20s female
56
44
45
30s female
55
35
40s female
65
40
50s female
60
32
60+ female
68
Infrequent Overseas Travellers
•
70
68
Been to Canada
Male respondents over the age
of 30 and female respondents
in their 60’s were more likely to
have intermediate/advanced
skill levels for skiing.
60
32
30s male
Female respondents over the
age of 30 were more likely to
have travelled overseas
frequently.
Male respondents in their 50’s
were more likely to have
travelled overseas frequently.
Male respondents in their 20's
were far less likely to have
travelled frequently to overseas
destinations.
50
18
Frequent Overseas Travellers
Age Segments by Skill Level
0
10
20
30
40
20s male
60
70
44
68
20
50s male
90
65
32
40s male
80
56
35
30s male
60+ male
50
80
11
89
20s female
59
41
30s female
63
37
40s female
48
50s female
48
52
53
36
60+ female
Beginner
64
Intermediate-Advanced
47
100
4.10 Socio-Demographics of Survey Respondents (continued)
Household Income
•
•
Nearly a third of the
respondents who came from
middle income households (5
to 10 million yen per year) and
almost half of the respondents
with higher incomes (10+
million yen per year) had been
to Canada in the past.
Two thirds of the respondents
who came from high income
households (10+ million yen
per year) had travelled
frequently to overseas
destinations.
Household Income by Visitation to Canada
0
10
20
30
40
50
60
70
80
90
19
3 to 5 million yen
81
31
5-10 million yen
69
42
10+ million yen
58
Been to Canada
Not Been to Canada
Household Income by Times Travelled Overseas
0
10
20
30
40
50
60
70
60
3 to 5 million yen
40
53
5-10 million yen
47
34
10+ million yen
66
Infrequent Overseas Travellers
Frequent Overseas Travellers
Children
•
•
Children by Age
Younger respondents were
more likely to have no children,
or to have children that were in
preschool whereas older
respondents were more likely
to have adult aged children, as
well as children in elementary,
middle, high school and
college/university.
It is interesting to note that over
a quarter of the older
respondents did not have
children.
0
10
40
50
60
70
8
9
Elementary
16
2
Middle
12
High school
1
University·College
1
No children
30
29
Preschool
Adult
20
13
16
2
34
62
29
Under 40
Over 40
48
4.11 Skier/Snowboarder Behaviour
Participation in skiing:
•
•
•
•
Respondents were asked
about their participation in
skiing. Responses differed
substantially by prior visitation
to Canada, gender, age, and
skill level but not by frequency
of overseas travel or recency of
skiing/snowboarding.
Compared to those who had
not been to Canada,
respondents who had visited
Canada were more likely to
have skied within the past three
years.
Compared to female
respondents, male respondents
were much more likely to have
skied within the past three
years.
Compared to their younger
counterparts, older
respondents who had skied in
the past were more likely to
have been off the slopes for
over 10 years.
Activities for Skiing by Visitation to Canada
0
10
20
30
40
Done it within the past
3 years
50
60
54
44
Done it before but not
for the past 3 years
17
19
Done it before but not
for the past 3-10 years
10
14
Done it before but not
for over 10 years
19
19
Would like to try it but
have never done it yet
0
1
1
Will never do it
2
Been to Canada
Not Been to Canada
Activities for Skiing by Gender
0
10
20
30
40
Done it within the past
3 years
50
60
54
40
Done it before but not
for the past 3 years
18
19
Done it before but not
for the past 3-10 years
11
15
Done it before but not
for over 10 years
16
22
Would like to try it but
have never done it yet
0
1
Will never do it
2
2
Male
Female
Activities for Skiing by Age
0
10
20
30
40
Done it within the past
3 years
48
46
Done it before but not
for the past 3 years
21
16
Done it before but not
for the past 3-10 years
14
12
Done it before but not
for over 10 years
Would like to try it but
have never done it yet
Will never do it
50
12
26
2
0
3
0
Under 40
Over 40
49
60
4.11 Skier/Snowboarder Behaviour (continued)
Participation in skiing:
(continued)
Activities for Skiing by Skill Level
0
•
Respondents with
intermediate-advanced skill
levels were much more likely to
have participated in skiing
within the past three years
whereas respondents with
beginner level skills who have
skied in the past were more
likely to have been off the
slopes for the past 3 or more
years.
10
20
30
Done it within the past
3 years
22
17
10
Done it before but not
for over 10 years
28
12
2
0
4
0
•
•
Respondents were asked
about their frequency of skiing
over the past three years.
Responses differed
substantially by prior visitation
to Canada, gender and skill
level but not by age, frequency
of overseas travel or recency of
skiing/snowboarding.
Respondents who had not
been to Canada were more
likely to have limited or no
experience skiing compared to
those that had visited Canada
in the past.
Compared to their male
counterparts, female
respondents were much more
likely to have had no
experience skiing in the past
three years.
Intermediate-Advanced
Ski Frequency for Past 3 years by Visitation to Canada
0
•
70
16
Beginner
Frequency for the past 3 years:
60
63
Done it before but not
for the past 3-10 years
Will never do it
50
27
Done it before but not
for the past 3 years
Would like to try it but
have never done it yet
40
10
20
30
40
50
60
46
No Experience
4
Less than once in 3 years
Once in 2 years
56
5
8
5
14
13
Once a year
16
14
2-3 times a year
4-9 times a year
4
10-19 times a year
2
Over 20 times a year
7
3
3
0
Been to Canada
Not Been to Canada
Ski Frequency for Past 3 years by Gender
0
10
20
30
40
46
No Experience
Less than once in 3 years
4
Once in 2 years
3
60
9
13
13
16
14
2-3 times a year
4-9 times a year
Over 20 times a year
60
6
Once a year
10-19 times a year
50
4
6
3
2
1
0
Male
Female
50
70
4.11 Skier/Snowboarder Behaviour (continued)
Frequency for the past 3 years:
(continued)
Ski Frequency for Past 3 years by Skill Level
0
•
•
A majority of beginner level
skiers had not experienced any
skiing in the past three years.
More than a third of
intermediate/advanced level
skiers had also been away
from the slopes in the past
three years.
10
20
30
No Experience
Less than once in 3 years
•
•
Male respondents were more
likely to have acquired higher
skill levels than did their female
counterparts.
60
70
80
73
7
3
6
6
Once in 2 years
8
Once a year
18
6
2-3 times a year
4-9 times a year
0
10-19 times a year
0
Over 20 times a year
0
22
9
4
1
Ski Skills:
Respondents were asked
about their skill levels.
Responses differed
substantially by gender, age
and recency of skiing/
snowboarding but not by prior
visitation to Canada or
frequency of overseas travel.
50
37
Beginner
•
40
Intermediate-Advanced
Ski Skills by Gender
0
10
20
30
40
50
3
Instructor
1
Advanced (1~2 Level
Badge)
15
6
Intermediate (3 Level
Badge)
47
39
Beginner (4~5 Level
Badge)
24
33
9
Just started
18
2
3
No Experience
From an age perspective, older
respondents had higher skill
levels than did those who were
younger.
Male
Female
Ski Skills by Age
0
5
10
15
20
25
30
35
45
50
2
2
Instructor
Advanced (1~2 Level
Badge)
5
16
Intermediate (3 Level
Badge)
40
46
Beginner (4~5 Level
Badge)
33
24
15
Just started
No Experience
40
12
5
0
Under 40
Over 40
51
4.11 Skier/Snowboarder Behaviour (continued)
Ski Skills
(continued)
Ski Skills by Recent Skier/Snowboarder
0
•
Recent skiers/snowboarders
tended to be more experienced
than those who had yet to start
skiing/snowboarding or who
had been away from the slopes
for 3 or more years.
Instructor
10
20
30
Advanced (1~2 Level
Badge)
12
50
33
24
35
9
Just started
20
3
2
Recent Skier/Snowboarder
How old were you when you first
experienced skiing?
5
10
•
•
Respondents were introduced
to the sport at a variety of ages.
Respondents who were under
the age of 40 were much more
likely to have started skiing
when they were 12 or younger
whereas older respondents
were more likely to have
started skiing after the age of
15.
Recent skiers/snowboarders
were much more likely to have
picked up the sport when they
were 12 or younger compared
to those who had not skied or
snowboarded recently.
15
20
25
30
35
20
6 years or younger
9
31
7-12 years old
20
12
12
13-15 years old
23
23
16-18 years old
12
19-22 years old
•
Non-Recent Skier/Snowboarder
Age When First Experienced Skiing by Age
0
Respondents were asked
about the age at which they
first experienced skiing.
Responses differed
substantially by age, recency of
skiing/snowboarding and skill
level but not by prior visitation
to Canada, gender or
frequency of overseas travel.
60
9
Intermediate (3 Level
Badge)
No Experience
50
2
1
Beginner (4~5 Level
Badge)
•
40
22
3
23 years or older
15
Under 40
Over 40
Age When First Experienced Skiing by Recent
Skier/Snowboarder
0
5
10
15
25
30
16
6 years or younger
12
30
7-12 years old
18
12
11
13-15 years old
18
16-18 years old
30
14
19-22 years old
23 years or older
20
21
10
7
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
52
35
4.11 Skier/Snowboarder Behaviour (continued)
How old were you when you first
experienced skiing?
(continued)
•
Experienced skiers were much
more likely to have started
skiing in their pre-teen years. A
higher proportion of beginners
took up the sport after the age
of 18.
Age When First Experienced Skiing by Skill Level
0
5
10
15
20
25
8
6 years or younger
20
26
7-12 years old
25
13
13-15 years old
11
26
16-18 years old
21
22
19-22 years old
23 years or older
30
13
6
11
Beginner
Intermediate-Advanced
How did you start skiing?
•
•
•
•
How Started Skiing by Age
Respondents were asked
about how they were
introduced to skiing.
Responses differed
substantially by age and
recency of skiing/snowboarding
but not by prior visitation to
Canada, gender, frequency of
overseas travel or skill level.
Frequent responses included
family/relatives, friends, class
trip from school and school
excursion.
Younger respondents were
much more likely to have been
introduced to the sport by
family/relatives whereas friends
(including boyfriends and
girlfriends) were more
influential on those who were
older.
0
10
20
40
50
44
Taken by family or relatives
28
26
Taken by friends or boyfriend/girlfriend
44
15
School Excursion
4
12
14
Class trip from school
6
6
Ski School
5
School’s Physical Education Class
3
2
2
Pamphlet or advertisement about a Ski tour
Under 40
Over 40
How Started Skiing by Recent Skier/Snowboarder
0
5
10
15
30
35
40
45
30
42
12
15
11
School Excursion
7
5
Ski School
7
4
3
School’s Physical Education Class
Recent Skier/Snowboarder
25
27
Class trip from school
Pamphlet or advertisement about a Ski tour
20
42
Taken by family or relatives
Taken by friends or boyfriend/girlfriend
Recent skiers/snowboarders
were much more likely to have
been introduced to the sport by
family/relatives whereas friends
(including boyfriends and
girlfriends) were more
influential on those who had
not skied or snowboarded
recently.
30
3
0
Non-Recent Skier/Snowboarder
53
4.11 Skier/Snowboarder Behaviour (continued)
Participation in Snowboarding
•
•
Respondents were asked
about their participation in
snowboarding. Responses
differed substantially by prior
visitation to Canada, gender,
age and frequency of overseas
travel but not by recency of
skiing/snowboarding or skill
level.
A higher proportion of
respondents who had
previously visited Canada
expressed an interest in trying
snowboarding for the first time
whereas a higher proportion of
those who had not been to
Canada indicated they would
never do it.
Activities for Snowboarding by Visitation to Canada
0
5
•
A higher proportion of male
respondents were likely to have
snowboarded within the past
three years whereas a higher
proportion of female
respondents indicated they
would never try this sport.
20
25
30
35
40
25
27
Done it before but not
for the past 3 years
11
11
Done it before but not
for the past 3-10 years
3
3
Done it before but not
for over 10 years
1
2
Would like to try it but
have never done it yet
34
26
27
Will never do it
32
Been to Canada
Not Been to Canada
Activities for Snowboarding by Gender
5
10
15
20
Done it within the past
3 years
25
30
35
40
30
23
Done it before but not
for the past 3 years
11
11
Done it before but not
for the past 3-10 years
2
3
Done it before but not
for over 10 years
Younger respondents were
much more likely to have
snowboarded within the past
three years whereas those who
were older were much more
likely to indicate that
snowboarding was something
they would never try.
15
Done it within the past
3 years
0
•
10
1
2
Would like to try it but
have never done it yet
30
26
27
Will never do it
34
Male
Female
Activities for Snowboarding by Age
0
10
Done it within the past
3 years
Done it before but not
for over 10 years
40
50
43
17
5
3
2
2
2
Would like to try it but
have never done it yet
Will never do it
30
10
Done it before but not
for the past 3 years
Done it before but not
for the past 3-10 years
20
21
35
14
46
Under 40
Over 40
54
4.11 Skier/Snowboarder Behaviour (continued)
Participation in Snowboarding
(continued)
Activities for Snowboarding by Times Travelled Overseas
0
•
•
Infrequent overseas travellers
were more likely to have
snowboarded within the past
three years.
A majority (62%) of those who
travelled overseas more often
had never participated in
snowboarding. Nearly a third
(31%) expressed an interest in
trying it for the first time.
5
10
15
20
25
Done it within the past
3 years
35
30
23
Done it before but not
for the past 3 years
12
10
Done it before but not
for the past 3-10 years
Done it before but not
for over 10 years
30
2
4
2
1
Would like to try it but
have never done it yet
25
31
29
Will never do it
31
Infrequent Overseas Travellers
Frequent Overseas Travellers
Frequency for the past 3 years:
Snowboard Frequency for Past 3 years by Age
•
•
•
•
Respondents were asked
about their frequency of
participation in snowboarding
over the previous three years.
Responses differed
substantially by age and
recency of skiing/snowboarding
but not by prior visitation to
Canada, gender, skill level or
frequency of overseas travel.
The majority of older
respondents and a high
proportion of younger
respondents had not
participated in snowboarding
within the past three years.
A third of the younger
respondents snowboarded at
least once during the year.
0
10
20
30
40
60
70
80
90
57
No Experience
Less than once in 3 years
1
Once in 2 years
1
Once a year
10
14
4
4-9 times a year
1
10-19 times a year
1
0
Over 20 times a year
0
90
4
2
2-3 times a year
100
6
6
2
Under 40
Over 40
Snowboard Frequency for Past 3 years by Recent
Skier/Snowboarder
0
20
40
60
55
No Experience
For respondents who had not
skied/snowboarded in the past
three years, none had
experienced the sport of
snowboarding. Among recent
skiers/snowboarders, over a
third went snowboarding on at
least one occasion during the
year.
50
Less than once in 3 years
0
Once in 2 years
0
Once a year
0
2-3 times a year
0
4-9 times a year
0
10-19 times a year
1
0
Over 20 times a year
2
0
80
100
100
6
4
11
15
6
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
55
120
4.11 Skier/Snowboarder Behaviour (continued)
Snowboard Skills:
•
•
•
•
•
Respondents were asked
about their snowboarding skills.
Responses differed
substantially by gender, age
and recency of skiing/
snowboarding but not by prior
visitation to Canada, skill level
or frequency of overseas travel.
A higher proportion of female
respondents had just started
snowboarding or had no
experience in snowboarding
whereas a higher proportion of
male respondents had acquired
intermediate levels of
snowboarding skills.
The majority of older
respondents had no experience
in snowboarding whereas
younger respondents were
more actively involved in the
sport with over one-fifth at
beginner level and another
one-fifth at intermediate to
instructor levels of skill.
A higher proportion of those
who had not skied or
snowboarded recently had no
prior experience in
snowboarding.
Snowboard Skills by Gender
0
10
Instructor
1
0
Advanced (1~2 Level
Badge)
1
1
Intermediate (3 Level
Badge)
20
30
40
60
70
16
7
Beginner (4~5 Level
Badge)
13
14
13
Just started
19
57
No Experience
60
Male
Female
Snowboard Skills by Age
0
10
Instructor
1
0
Advanced (1~2 Level
Badge)
2
0
Intermediate (3 Level
Badge)
4
Beginner (4~5 Level
Badge)
4
20
30
40
50
60
70
80
90
19
22
21
Just started
10
36
No Experience
81
Under 40
A majority of recent
skiers/snowboarders indicated
that they had no prior
experience in snowboarding or
had just started to take up the
sport.
50
Over 40
Snowboard Skills by Recent Skier/Snowboarder
0
Instructor
Advanced (1~2 Level
Badge)
Intermediate (3 Level
Badge)
Beginner (4~5 Level
Badge)
Just started
10
20
30
40
50
60
70
80
1
0
2
0
18
1
18
6
17
14
44
No Experience
79
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
56
90
4.11 Skier/Snowboarder Behaviour (continued)
How old were you when you first
experienced snowboarding?
•
•
Age When First Experienced Snowboarding by Gender
0
Respondents were asked
about the age at which they
first experienced
snowboarding. Responses
differed substantially by
gender, age, frequency of
overseas travel and skill level
but not by prior visitation to
Canada or recency of skiing/
snowboarding.
Irrespective of gender, almost
half of all male and female
respondents started
snowboarding when they were
23 years of age or older.
Amongst those who started
earlier, male respondents were
more likely to have started
between the ages of 19 and 22
whereas female respondents
were more likely to have
started between the ages of 16
and18.
•
The majority of older
respondents first experienced
snowboarding when they were
23 years of age or older.
Although a substantial
proportion of younger
respondents also started
snowboarding at this same
age, compared to their older
counterparts, they were more
likely to start snowboarding
between the ages of 16 and 22.
15
20
25
30
35
40
45
50
1
7-12 years old
2
2
13-15 years old
3
18
16-18 years old
24
31
19-22 years old
23
47
47
23 years or older
Male
Female
Age When First Experienced Snowboarding by Age
0
10
20
30
40
50
60
70
80
90
100
1
0
6 years or younger
2
7-12 years old
0
3
0
25
16-18 years old
4
33
19-22 years old
9
35
23 years or older
87
Under 40
Over 40
Age When First Experienced Snowboarding by Times
Travelled Overseas
0
A higher proportion of frequent
overseas travellers started
snowboarding when they were
23 years of age or older
whereas a higher proportion of
those who did not travel
overseas as frequently started
snowboarding between the
ages of 19 and 22.
10
1
1
6 years or younger
13-15 years old
•
5
6 years or younger
7-12 years old
13-15 years old
16-18 years old
19-22 years old
10
20
30
40
50
60
2
0
1
2
3
2
21
20
34
19
39
23 years or older
56
Infrequent Overseas Travellers
Frequent Overseas Travellers
57
4.11 Skier/Snowboarder Behaviour (continued)
How old were you when you first
experienced snowboarding?
(continued)
•
A higher proportion of
respondents with intermediateadvanced skill levels started
snowboarding when they were
23 years of age or older
whereas a higher proportion of
those with beginner skill levels
started snowboarding between
the ages of 19 and 22.
Age When First Experienced Snowboarding by Skill Level
0
6 years or younger
7-12 years old
13-15 years old
10
20
30
40
50
60
1
1
2
1
2
3
16-18 years old
21
20
19-22 years old
20
35
39
23 years or older
55
Beginner
Intermediate-Advanced
How did you start
snowboarding?
How Started Snowboarding by Visitation to Canada
•
•
•
Respondents were asked
about how they were
introduced to snowboarding.
Responses differed
substantially by prior visitation
to Canada, gender, age and
skill level but not by frequency
of overseas travel or recency of
skiing/snowboarding.
Frequent responses included
friends (including
boyfriend/girlfriend),
family/relatives, snowboard
school, and pamphlet or
advertisement about a ski tour.
Respondents who had been to
Canada were much more likely
to have been introduced to
snowboarding by family/
relatives than were those who
had never been to Canada.
0
10
Male respondents were much
more likely to have been
introduced to snowboarding by
friends, including their
boyfriend/girlfriend whereas
female respondents were more
likely to have been introduced
to snowboarding by their
family/relatives.
30
40
50
60
70
80
90
75
78
Taken by friends or boyfriend/girlfriend
24
Taken by family or relatives
8
12
Snowboard School
9
8
Pamphlet or advertisement about a Ski tour
2
5
Worked close to a Ski area
0
3
1
Saw in a movie or TV
3
Impressed by reading
0
Been to Canada
Not Been to Canada
How Started Snowboarding by Gender
0
10
20
30
40
50
60
70
80
90
82
Taken by friends or boyfriend/girlfriend
71
10
9
Snowboard School
•
20
Taken by family or relatives
6
Pamphlet or advertisement about a Ski tour
6
2
Saw in a movie or TV
3
1
Social Organization·Group Gathering
2
3
Other
2
3
19
Male
Female
58
4.11 Skier/Snowboarder Behaviour (continued)
How did you start
snowboarding?
(continued)
How Started Snowboarding by Age
0
10
20
30
40
50
•
Younger respondents were
much more likely to have been
introduced to snowboarding by
friends, including their
boyfriend/ girlfriend whereas
older respondents were more
likely to have been introduced
to snowboarding through
family/relatives or a snowboard
school.
Respondents with beginner
skill levels were much more
likely to have been introduced
to snowboarding through
friends whereas those with
intermediate-advanced skill
levels were more likely to have
been introduced to
snowboarding by
family/relatives or snowboard
schools.
26
7
Snowboard School
19
4
Pamphlet or advertisement about a Ski tour
2
Saw in a movie or TV
2
2
Worked close to a Ski area
1
2
Saw the Olympics
1
2
Under 40
•
•
Lack of time seemed to be the
top reason for all respondent
segments used in this analysis,
although to a lesser extent for
female respondents.
Compared to those who had
visited Canada before,
respondents who had not been
to Canada were much more
likely to be inhibited by cost of
equipment, cost of travel or
having small children.
Over 40
How Started Snowboarding by Skill Level
0
10
20
30
40
50
60
70
80
90
82
Taken by friends or boyfriend/girlfriend
72
10
Taken by family or relatives
15
5
14
2
6
0
Saw in a movie or TV
Respondents were asked
about their reasons for
dropping, or not having tried,
skiing/snowboarding.
Responses differed
substantially by prior visitation
to Canada, gender and age.
90
9
Taken by family or relatives
Pamphlet or advertisement about a Ski tour
•
80
60
Snowboard School
Reasons for those who have
never skied or snowboarded (for
those who have stopped):
70
82
Taken by friends or boyfriend/girlfriend
•
60
4
Social Organization·Group Gathering
2
3
Other
2
3
Beginner
Intermediate-Advanced
Reasons for Stopping or Never Skiing/Snowboarding by
Visitation to Canada
0
5
10
15
20
25
30
35
32
32
No time
No reason
Too much time/hassle
14
15
Trouble in preparation
15
Expensive to travel
14
Other reason
14
7
No one to go with
12
Small children
12
10
Expensive equipment
Ski area too far
Tired of skiing/snowboarding
5
1
20
20
18
30
18
22
27
7
7
Been to Canada
Not Been to Canada
59
4.11 Skier/Snowboarder Behaviour (continued)
Reasons for those who have
never skied or snowboarded (for
those who have stopped):
(continued)
•
Male respondents were more
likely to have never skied/
snowboarded or stopped due
to lack of time whereas female
respondents were more likely
to indicate small children,
trouble in preparation or having
no-one to go with as their
barriers.
Reasons for Stopping or Never Skiing/Snowboarding by
Gender
0
5
Compared to older
respondents, younger
respondents were more likely
to have never
skied/snowboarded or stopped
due to lack of time, having
small children or trouble in
preparation for such trips.
15
20
A significantly larger proportion
of older respondents indicated
that they had never
skied/snowboarded or stopped
due to no particular reason.
30
Too much time/hassle
16
16
16
No reason
Small children
No one to go with
13
Trouble in preparation
13
Ski area too far
4
28
19
20
13
0
Never improved
22
7
3
7
Male
Female
Reasons for Stopping or Never Skiing/Snowboarding by Age
0
5
10
15
20
25
40
36
28
14
Expensive equipment
26
20
26
26
Expensive to travel
Trouble in preparation
16
No one to go with
16
21
18
18
19
6
22
4
1
12
5
Under 40
What do you think about
certifications for skiing or
snowboarding?
35
30
Not popular among friends
In general, the majority of
respondents felt the sport
should be enjoyed with or
without certification. A minority
felt a higher certification would
motivate them to improve their
skills.
30
No time
Other reason
•
45
20
18
No reason
Respondents were asked
about their thoughts on
certifications for skiing/
snowboarding. There were no
substantial differences in
response between the various
groups used for this analysis.
40
43
24
22
22
Expensive equipment
Too much time/hassle
•
35
25
Small children
•
25
No time
Expensive to travel
Other reason
•
10
Over 40
Thoughts About Certification
0
10
20
30
40
50
60
70
80
Even without
certification, it should
be enjoyed
83
Improve my skills and
obtain a higher
certification
No opinion
90
10
7
60
4.12 Ski Destination Experience and Awareness
Destinations that you have skied
or snowboarded:
Destinations by Visitation to Canada
0
•
•
Respondents were asked
about various destinations in
which they had skied or
snowboarded. Responses
differed substantially by prior
visitation to Canada, age,
recency of skiing/snowboarding
frequency of overseas travel
and skill level but not by
gender.
10
30
40
50
60
70
80
90
76
77
Koshinetsu
60
Hokkaido
42
Tohoku
42
48
38
Canada
0
17
17
Other Domestic
13
Europe
5
6
New Zealand
Domestic ski areas such as
Koshinetsu, Hokkaido and
Tohuku were indicated by most
respondents. Among overseas
ski destinations, Canada was
the most visited.
20
2
6
Other Foreign
3
Been to Canada
Not Been to Canada
Destinations by Age
•
•
•
Compared to those who had
not visited Canada before,
respondents who had
previously visited Canada were
more likely to have skied or
snowboarded at almost all of
the listed destinations except
for Koshinetsu.
0
10
Compared to those who had
not skied/snowboarded
recently, respondents who had
participated in these activities
recently were more likely to
have skied or snowboarded at
all of the listed destinations
especially Hokkaido.
30
40
50
60
70
80
90
76
77
Koshinetsu
40
Hokkaido
39
Tohoku
14
Other Domestic
54
49
20
12
11
Canada
Compared to younger
respondents, older
respondents were more likely
to have skied or snowboarded
at Hokkaido and Tohoku as
well as at other domestic
destinations.
20
6
Europe
New Zealand
2
8
4
3
4
Other Foreign
Under 40
Over 40
Destinations by Recent Skier or Snowboarder
0
10
20
30
40
50
60
Koshinetsu
40
Other Domestic
15
Canada
3
1
47
19
14
8
Europe
78
54
38
Tohoku
Other Foreign
80
74
Hokkaido
New Zealand
70
10
4
4
3
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
61
90
4.12 Ski Destination Experience and Awareness (continued)
Destinations that you have skied
or snowboarded:
(continued)
•
•
Compared to infrequent
overseas travellers,
respondents who travelled
often were more likely to have
skied or snowboarded at
almost all of the listed
destinations.
Compared to respondents with
beginner skill levels, those with
intermediate-advanced skills
were more likely to have skied
or snowboarded at almost all of
the listed destinations. This
was particularly true for Tohoku
and Hokkaido.
Destinations by Times Travelled Overseas
0
10
20
30
40
50
60
70
80
73
Koshinetsu
43
Hokkaido
39
Tohoku
7
Canada
15
3
Other Foreign
2
New Zealand
2
80
51
49
16
Other Domestic
Europe
90
19
11
5
4
Infrequent Overseas Travellers
Frequent Overseas Travellers
Destinations by Skill Level
0
10
20
30
40
50
60
70
73
Koshinetsu
33
Hokkaido
•
•
•
Respondents were asked
about ski destinations in which
they had skied or
snowboarded. Responses
differed substantially by prior
visitation to Canada, frequency
of overseas travel and skill
level but not by gender, age or
recency of skiing/
snowboarding.
One in five respondents who
had previously been to Canada
had skied at Whistler and/or
Banff.
Respondents who had
previously been to Canada
were more likely to have skied
or snowboarded at all of the
listed destinations.
90
79
58
30
Tohoku
Have skied or snowboarded in
the area:
80
55
18
17
Other Domestic
7
Canada
4
Europe
2
New Zealand
15
9
4
4
4
Other Foreign
Beginner
Intermediate-Advanced
Area Skied in by Visitation to Canada
0
5
0
Banff
0
Grindelward
Chamonix
20
25
21
5
Vail
Zermatt
15
22
Whistler
Lake Tahoe
10
1
5
0
7
1
6
1
7
1
Been to Canada
Not Been to Canada
62
4.12 Ski Destination Experience and Awareness (continued)
Have skied or snowboarded in
the area: (continued)
Area Skied in by Times Travelled Overseas
0
•
•
Not surprisingly, frequent
overseas travellers were more
likely to have skied or
snowboarded at all of the
destinations listed in the survey
than were those who travelled
less often.
Respondents with
intermediate-advanced skill
levels were more likely to have
skied or snowboarded at all of
the listed destinations than
were those who were less
skilled.
2
4
6
8
10
12
4
Whistler
10
5
Banff
8
Vail
1
Lake Tahoe
1
2
2
1
Zermatt
4
2
Grindelward
3
1
Chamonix
5
Infrequent Overseas Travellers
Frequent Overseas Travellers
Area Skied in by Skill Level
0
2
4
10
0
3
Lake Tahoe
1
Zermatt
1
Grindelward
1
Chamonix
1
2
4
4
5
Beginner
•
Banff, and to a lesser extent,
Whistler, had been visited for a
leisure trip by respondents who
had previously been to
Canada. These respondents
were also more likely to have
visited other overseas ski
destinations on their leisure
trips.
12
3
Vail
Respondents were asked
about ski destinations they had
visited for leisure but not skied/
snowboarded. Responses
differed substantially by prior
visitation to Canada, gender,
age and frequency of overseas
travel but not by recency of
skiing/snowboarding or skill
level.
10
9
Banff
•
8
4
Whistler
Have visited for leisure trip but
not skied or snowboarded:
6
Intermediate-Advanced
Visited for Leisure Trip But Not Skied by Visitation to Canada
0
5
0
Banff
0
Lake Tahoe
Zermatt
Grindelward
Chamonix
15
20
25
30
35
13
Whistler
Vail
10
32
3
0
8
2
16
2
17
3
19
4
Been to Canada
Not Been to Canada
63
4.12 Ski Destination Experience and Awareness (continued)
Have visited for leisure trip but
not skied or snowboarded:
(continued)
•
•
Visited for Leisure Trip But Not Skied by Gender
0
2
Compared to those who were
younger, older respondents
were more likely to have visited
the destinations in Europe for a
leisure trip.
6
8
Compared to infrequent
overseas travellers,
respondents who travelled
often were much more likely to
have visited almost all of the
destinations listed in the survey
on a leisure trip.
12
14
16
6
6
Banff
14
0
Vail
2
3
Lake Tahoe
5
4
Zermatt
9
5
Grindelward
9
6
Chamonix
11
Male
•
10
2
Whistler
Female respondents were
more likely to have visited all of
the listed destinations
especially Banff, Chamonix and
Zermatt for a leisure trip than
were male respondents.
4
Female
Visited for Leisure Trip But Not Skied by Age
0
2
4
6
8
10
12
14
4
Whistler
4
9
Banff
11
2
Vail
0
5
Lake Tahoe
3
5
Zermatt
8
5
Grindelward
9
5
Chamonix
12
Under 40
Over 40
Visited for Leisure Trip But Not Skied by Times Travelled
Overseas
0
2
4
12
14
16
4
16
1
1
2
Lake Tahoe
6
1
12
3
Grindelward
Chamonix
10
7
Banff
Zermatt
8
1
Whistler
Vail
6
11
2
15
Infrequent Overseas Travellers
Frequent Overseas Travellers
64
18
4.12 Ski Destination Experience and Awareness (continued)
Have never visited nor
skied/snowboarded, but know
the name:
•
•
•
Respondents were asked
about ski destinations they
knew of by name but had never
visited or skied/snowboarded.
Responses differed
substantially by prior visitation
to Canada, age, frequency of
overseas travel, recency of
skiing/snowboarding and skill
level but not by gender.
The awareness of Whistler is
generally high in that around
half of all respondents had
heard of Whistler despite that
they had never
skied/snowboarded or visited
the area.
Respondents who had
previously visited Canada were
more likely to have heard of
Lake Tahoe, Grendelward, Vail
and Zermatt. Respondents
who had not visited Canada in
the past were more likely to
have heard of Banff and
Chamonix.
Have Never Visited/Skied But Know Name of Area by Visitation
to Canada
0
10
20
•
Compared to younger
respondents, older
respondents were more likely
to be aware of all of the listed
destinations. This was
particularly true for Chamonix,
Banff, Lake Tahoe, Zermatt
and Whistler.
Recent skiers/snowboarders
were more likely to be aware of
Whistler whereas those who
had not skied/snowboarded
recently were more likely to be
aware of Chamonix, Zermatt
and Lake Tahoe.
40
50
60
50
48
Whistler
32
Banff
44
27
Vail
15
52
Lake Tahoe
31
41
Zermatt
34
36
Grindelward
21
46
Chamonix
51
Been to Canada
Not Been to Canada
Have Never Visited/Skied But Know Name of Area by Age
0
10
20
30
40
50
60
70
42
Whistler
55
29
Banff
52
18
19
Vail
28
Lake Tahoe
47
29
Zermatt
43
23
Grindelward
•
30
28
33
Chamonix
66
Under 40
Over 40
Have Never Visited/Skied But Know Name of Area by Recent
Skier/Snowboarder
0
10
20
30
40
50
52
Whistler
44
39
Banff
Vail
42
20
16
35
Lake Tahoe
41
34
Zermatt
Grindelward
60
40
27
24
45
Chamonix
56
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
65
4.12 Ski Destination Experience and Awareness (continued)
Have never visited nor
skied/snowboarded, but know
the name: (continued)
•
Compared to infrequent
overseas travellers,
respondents who travelled
often were more likely to be
aware of all of the listed
destinations. This was
particularly true for Banff,
Grindelwald, Whistler and Lake
Tahoe.
Have Never Visited/Skied But Know Name of Area by Times
Travelled Overseas
0
10
20
Compared to respondents with
beginner skill levels, those with
intermediate-advanced skills
were more likely to be aware of
all of the listed destinations
especially Vail, Whistler and
Banff.
40
50
60
42
Whistler
55
31
Banff
50
15
Vail
22
32
Lake Tahoe
43
31
Zermatt
42
19
Grindelward
•
30
33
46
Chamonix
53
Infrequent Overseas Travellers
Frequent Overseas Travellers
Have Never Visited/Skied But Know Name of Area by Skill
Level
0
10
20
30
40
50
60
43
Whistler
53
35
Banff
44
12
Vail
24
34
Lake Tahoe
40
34
Zermatt
38
25
Grindelward
27
45
Chamonix
53
Beginner
Intermediate-Advanced
Do not know the area at all:
Do Not Know the Area at All by Visitation to Canada
•
Respondents were asked
about ski destinations they did
not know at all. Responses
differed substantially by prior
visitation to Canada, age,
frequency of overseas travel
and skill level but not by gender
or recency of skiing/
snowboarding.
0
Whistler
Banff
10
20
30
Awareness of all of the listed
overseas destinations was
generally low among those who
had not previously visited
Canada.
50
70
80
90
51
14
56
66
Vail
84
34
Lake Tahoe
67
36
63
42
Grindelward
Chamonix
60
16
Zermatt
•
40
75
28
44
Been to Canada
Not Been to Canada
66
4.12 Ski Destination Experience and Awareness (continued)
Do not know the area at all:
(continued)
Do Not Know the Area at All by Age
0
•
Older respondents were much
more likely to be aware of all
the listed overseas destinations
especially Chamonix and Banff.
10
20
30
40
50
60
70
80
45
Whistler
36
56
Banff
30
78
79
Vail
•
Compared to infrequent
overseas travellers,
respondents who travelled
more often were more likely to
be aware of all the listed
destinations particularly Banff
and the prominent ski
destinations in Europe.
65
Lake Tahoe
49
64
Zermatt
46
70
Grindelward
60
59
Chamonix
19
Under 40
•
Compared to respondents with
beginner ski skills, those with
intermediate-advanced skill
levels were more likely to be
aware of all of the listed
overseas destinations in
general.
90
Over 40
Do Not Know the Area at All by Times Travelled Overseas
0
10
20
30
40
50
60
70
80
90
53
Whistler
28
60
Banff
26
82
Vail
75
65
Lake Tahoe
49
67
Zermatt
42
77
Grindelward
53
51
Chamonix
28
Infrequent Overseas Travellers
Frequent Overseas Travellers
Do Not Know the Area at All by Skill Level
0
Whistler
10
20
30
40
50
60
70
90
48
34
52
Banff
36
87
Vail
72
63
Lake Tahoe
52
60
Zermatt
51
68
Grindelward
Chamonix
80
62
48
32
Beginner
Intermediate-Advanced
67
100
4.13 Domestic Ski Destination/Accommodation Preferences
Priorities when choosing a
domestic ski area:
•
•
•
Respondents were asked
about factors that influenced
their selection of a domestic ski
area. Responses differed
substantially by prior visitation
to Canada, age, frequency of
overseas travel and skill level
but not by gender or recency of
skiing/snowboarding.
Priority Choosing Domestic Ski Area by Visitation to Canada
0
Respondents who had been to
Canada placed a higher priority
on shopping/dining
opportunities, magnificent
scenery, off-piste field, variety
of accommodations, luxurious
atmosphere and sightseeing
opportunities whereas those
that had not been to Canada
placed a higher priority on
inexpensive areas.
20
30
•
Older respondents placed a
higher priority on magnificent
scenery, variety of
accommodations, snow
conditions and distance/travel
times whereas younger
respondents placed higher
priority on inexpensive areas.
Infrequent overseas travellers
placed a higher priority on
variety of ski runs and
inexpensive areas whereas
those who travelled overseas
frequently were more
concerned about variety of
accommodations, magnificent
scenery, luxurious atmosphere
and off-piste field.
50
60
70
80
90
79
82
56
53
Close in distance/travel time
54
54
Variety of ski-runs
Magnificent scenery
32
Variety of accommodations
32
46
41
40
Inexpensive Area
Shopping/dining opportunities
52
34
16
19
5
Sightseeing opportunities
17
10
Luxurious atmosphere
17
8
Been to Canada
Not Been to Canada
Priority Choosing Domestic Ski Area by Age
0
10
20
30
40
50
60
70
80
74
Snow condition
51
Close in distance/travel time
Variety of ski-runs
28
Magnificent scenery
90
85
57
52
56
44
Inexpensive Area
54
42
28
Variety of accommodations
•
40
Snow condition
Off-piste field
In general, top considerations
included snow conditions,
variety of ski runs and
distance/travel time.
10
41
21
22
Shopping/dining opportunities
9
Luxurious atmosphere
12
13
12
Sightseeing opportunities
9
9
Off-piste field
Under 40
Over 40
Priority Choosing Domestic Ski Area by Times Travelled
Overseas
0
10
20
30
40
50
60
70
80
79
80
Snow condition
52
Close in distance/travel time
Variety of ski-runs
50
Inexpensive Area
45
31
Magnificent scenery
29
Variety of accommodations
20
Shopping/dining opportunities
Off-piste field
56
59
51
41
41
24
11
14
Sightseeing opportunities
Luxurious atmosphere
90
7
6
14
12
Infrequent Overseas Travellers
Frequent Overseas Travellers
68
4.13 Domestic Ski Destination/Accommodation Preferences (ctd.)
Priorities when choosing a
domestic ski area: (continued)
Priority Choosing Domestic Ski Area by Skill Level
0
•
Respondents with beginner
level skills placed a higher
priority on inexpensive areas
and distance/ travel time
whereas those with higher skill
levels were more concerned
with variety of ski runs,
magnificent scenery and snow
condition.
What is your highest priority
when choosing a domestic ski
area? (single choice)
•
•
20
•
•
Respondents were asked
about the priorities in selecting
accommodation at a domestic
ski area. Responses differed
substantially by prior visitation
to Canada, gender, age,
recency of skiing/
snowboarding and frequency of
overseas travel but not by skill
level.
In general, top considerations
included walking to ski
grounds, hot springs, low room
rates and good on-site
restaurants.
Previous visitors to Canada
placed higher priorities on
spa/esthetic centre and large
rooms whereas low room rates
were a higher priority for those
who had not visited Canada.
50
60
45
Variety of ski-runs
Close in distance/travel time
70
80
Inexpensive Area
44
31
Magnificent scenery
90
82
62
57
51
54
40
36
34
Variety of accommodations
Shopping/dining opportunities
24
20
3
Off-piste field
14
6
Luxurious atmosphere
14
14
11
Sightseeing opportunities
Beginner
Intermediate-Advanced
Destination Priorities (single choice)
0
5
10
15
20
25
30
35
Snow condition
40
36
Variety of ski-runs
18
Close in distance/travel time
16
Inexpensive Area
9
6
Shopping/dining opportunities
4
Variety of accommodations
4
2
Sightseeing opportunities
•
40
76
Magnificent scenery
Priorities for choosing
accommodations at a domestic
ski area:
30
Snow condition
Regarding highest priority in
choosing a domestic ski are,
there were no substantial
differences among the various
groups used for this analysis.
Overall, snow condition was of
the highest priority to all
respondents, followed by
variety of ski runs and
distance/travel time.
10
Nursery/children's play area
2
Others
1
Priority Choosing Accommodation by Visitation to Canada
0
10
20
30
40
50
60
70
Walking to ski grounds
Hot springs
59
40
Low room rates
53
32
32
Ski/hotel packages
Large room
29
20
Room with view
19
Spa/esthetic center
Luxurious atmosphere
65
47
45
Good restaurant inside
3+ people in room
80
72
75
21
11
9
10
25
16
16
Been to Canada
Not Been to Canada
69
4.13 Domestic Ski Destination/Accommodation Preferences (ctd.)
Priorities for choosing
accommodations at a domestic
ski area: (continued)
Priority Choosing Accommodation by Gender
0
10
20
30
40
50
60
70
70
Walking to ski grounds
•
•
Male respondents placed
higher priorities on low room
rates and larger rooms
whereas female respondents
placed higher priorities on
proximity to ski grounds, the
availability of ski/hotel
packages and good on-site
restaurants.
Younger respondents placed
higher priority on low room
rates, ski/hotel packages and
large rooms whereas older
respondents placed higher
priorities on amenity related
features including good on-site
restaurants, proximity to ski
grounds, room with a view,
spa/aesthetic centres and hot
springs.
Recent skiers/snowboarders
placed higher priorities on
ski/hotel packages and low
room rates when it came to
selecting accommodation at
domestic ski areas whereas
good on-site restaurants were
more important to those who
had not skied or snowboarded
recently.
90
78
61
61
Hot springs
43
Good restaurant inside
Low room rates
48
54
44
29
Ski/hotel packages
18
Room with view
Large room
36
23
25
20
14
15
Spa/esthetic center
10
13
3+ people in room
12
11
Luxurious atmosphere
Male
Female
Priority Choosing Accommodation by Age
0
10
20
30
40
50
60
70
80
71
Walking to ski grounds
59
Hot springs
37
Good restaurant inside
•
80
36
29
18
Large room
23
20
12
Spa/esthetic center
63
53
45
Room with view
77
54
Low room rates
Ski/hotel packages
90
25
17
10
13
Luxurious atmosphere
11
12
3+ people in room
Under 40
Over 40
Priority Choosing Accommodation By Recent Skier/
Snowboarder
0
10
20
30
40
50
60
70
Walking to ski grounds
61
60
Hot springs
Low room rates
Ski/hotel packages
25
Large room
20
49
38
24
20
22
Room with view
15
13
Spa/esthetic center
3+ people in room
53
43
43
Good restaurant inside
Luxurious atmosphere
80
73
75
10
13
11
13
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
70
4.13 Domestic Ski Destination/Accommodation Preferences (ctd.)
Priorities for choosing
accommodations at a domestic
ski area: (continued)
•
Frequent overseas travellers
placed higher priorities on hot
springs, spa/aesthetic centres
and luxurious atmosphere with
respect to choosing
accommodation at domestic ski
areas whereas those who
travelled less frequently placed
higher priority on low room
rates.
Priority Choosing Accommodation by Times Travelled
Overseas
0
10
20
30
40
Hot springs
43
Good restaurant inside
Low room rates
Ski/hotel packages
31
The ability to walk to ski
grounds was by far the most
frequently cited priority,
followed by the presence of hot
springs and the availability of
low room rates.
65
47
54
44
22
23
Large room
20
22
Room with view
11
Spa/esthetic center
8
18
15
12
10
Frequent Overseas Travellers
Accommodation Priorities for Local Ski Areas
0
5
10
15
20
Walking to ski grounds
•
80
34
Infrequent Overseas Travellers
Regarding highest priority in
choosing accommodations at a
domestic ski are, there were no
substantial differences among
the various groups used for this
analysis.
70
74
74
57
3+ people in room
•
60
Walking to ski grounds
Luxurious atmosphere
What is your highest priority
when choosing accommodations
at a domestic ski area? (single
choice)
50
35
40
45
20
Low room rates
16
Good restaurant inside
8
Ski/hotel packages
4
3
Luxurious atmosphere
Large room
2
Room with view
2
3+ people in room
30
43
Hot springs
Spa/esthetic center
25
1
1
71
50
4.14 Foreign Ski Destination/Accommodation Preferences
Priorities when choosing a
foreign ski area:
Priority Choosing Foreign Ski Area by Visitation to Canada
0
•
Respondents were asked
about their priorities in
choosing a foreign ski area.
Responses differed
substantially by prior visitation
to Canada, age, frequency of
overseas travel and skill level
but not by gender or recency of
skiing/snowboarding.
10
20
30
•
In general, top considerations
included snow conditions,
magnificent scenery, variety of
ski runs, shopping/dining and
sightseeing opportunities.
Respondents who had been to
Canada placed higher priority
on almost every destination
feature compared to those who
had not visited Canada. This
was particularly true with
respect to variety of ski runs,
distance/ travel time, snow
conditions, variety of
accommodation and shopping/
dining opportunities. Of
particular importance to those
who had not been to Canada
was the availability of
inexpensive ski areas.
Older respondents placed
higher priority on every
destination feature. This was
especially true for magnificent
scenery, accommodation
variety, shopping/dining
opportunities, snow conditions
and sightseeing opportunities.
60
70
64
Magnificent scenery
64
Variety of ski-runs
Shopping/dining opportunities
80
70
52
40
45
42
Sightseeing opportunities
Variety of accommodations
42
29
Close in distance/travel time
31
18
30
History/culture
23
Luxurious atmosphere
40
28
20
14
Been to Canada
Not Been to Canada
Priority Choosing Foreign Ski Area by Age
0
10
20
30
40
50
60
Frequent overseas travellers
placed higher priority on variety
of ski runs, luxurious
atmosphere, distance/travel
time and shopping/dining
opportunities when choosing a
foreign ski area whereas those
who travelled less frequently
placed higher priority on
inexpensive areas and
sightseeing opportunities.
70
62
Snow condition
Shopping/dining opportunities
38
Sightseeing opportunities
38
48
42
36
26
Variety of accommodations
22
History/culture
73
50
Variety of ski-runs
Inexpensive Area
80
73
59
Magnificent scenery
46
39
39
27
21
23
Close in distance/travel time
14
17
Under 40
Over 40
Priority Choosing Foreign Ski Area by Times Travelled
Overseas
0
10
20
30
40
50
60
Snow condition
64
40
Variety of ski-runs
Shopping/dining opportunities
41
Sightseeing opportunities
41
31
Variety of accommodations
Inexpensive Area
19
48
47
45
35
33
Close in distance/travel time
42
26
24
26
History/culture
Luxurious atmosphere
70
66
Magnificent scenery
•
90
77
56
39
Luxurious atmosphere
•
50
Snow condition
Inexpensive Area
•
40
12
Infrequent Overseas Travellers
20
Frequent Overseas Travellers
72
69
67
80
4.14 Foreign Ski Destination/Accommodation Preferences (ctd.)
Priority when choosing a foreign
ski area: (continued)
Priority Choosing Foreign Ski Area by Skill Level
0
•
Respondents with beginner
skill levels placed higher
priority on history/culture,
distance/travel time and
sightseeing opportunities when
choosing a foreign ski area
whereas those with
intermediate-advanced skill
levels placed higher priority on
variety of ski runs and luxurious
atmosphere.
10
20
30
40
Magnificent scenery
65
66
38
Variety of ski-runs
Sightseeing opportunities
41
Inexpensive Area
36
In general, most frequent
responses included magnificent
scenery, snow conditions and
sightseeing opportunities.
•
Younger respondents placed
higher priority on snow
conditions when choosing a
foreign ski area whereas older
respondents placed higher
priority on magnificent scenery.
Recent skiers/snowboarders
placed higher priority on snow
conditions when choosing a
foreign ski area whereas those
who had not skied or
snowboarded recently placed
higher priority on magnificent
scenery.
45
45
39
History/culture
22
Close in distance/travel time
20
11
27
25
19
Intermediate-Advanced
Destination Priorities by Age (single choice)
5
10
15
Snow condition
20
25
17
Magnificent scenery
Sightseeing opportunities
12
Inexpensive Area
9
Shopping/dining opportunities
9
9
30
24
16
27
14
11
7
8
5
History/culture
Close in distance/travel time
2
8
4
Under 40
•
69
32
33
Variety of accommodations
Variety of ski-runs
•
80
49
42
Shopping/dining opportunities
0
Respondents were asked
about their highest priority in
choosing a foreign ski area.
Responses differed
substantially by age and
recency of skiing/snowboarding
but not by prior visitation to
Canada, gender, frequency of
overseas travel or skill level.
70
Snow condition
Beginner
•
60
66
Luxurious atmosphere
What is your highest priority
when choosing a foreign ski
area? (single choice)
50
Over 40
Destination Priorities by Recent Skier or Snowboarder (single
choice)
0
5
10
15
Snow condition
25
18
28
14
13
Sightseeing opportunities
Shopping/dining opportunities
11
7
9
Inexpensive Area
Variety of ski-runs
6
History/culture
6
6
2
11
8
4
Recent Skier/Snowboarder
30
24
14
Magnificent scenery
Close in distance/travel time
20
Non-Recent Skier/Snowboarder
73
4.14 Foreign Ski Destination/Accommodation Preferences (ctd.)
Priorities for choosing
accommodations at a foreign ski
area:
Priority Choosing Accommodation by Visitation to Canada
0
10
20
30
40
50
60
Walking to ski grounds
•
•
Respondents were asked
about their priorities in
choosing accommodations at a
foreign ski area. Responses
differed substantially by prior
visitation to Canada, gender,
age and recency of skiing/
snowboarding but not by
frequency of overseas travel or
skill level.
In general, top considerations
included proximity to ski
grounds, good on-site
restaurants and room with
view.
70
61
60
Room with view
52
43
50
49
Good restaurant inside
38
Low room rates
Large room
Spa/esthetic center
31
19
Ski/hotel packages
44
34
21
28
23
Luxurious atmosphere
28
23
21
20
Hot springs
3+ people in room
15
8
Been to Canada
Not Been to Canada
Priority Choosing Accommodation by Gender
•
•
•
Large rooms, spa/esthetic
centre, the ability of
accommodating more than 3
people in a room, ski/hotel
packages and luxurious
atmosphere were cited more
often by respondents who had
been to Canada in the past
whereas low room rates were
rated more highly by those who
had not been to Canada
before.
Female respondents placed
higher priority on ski/hotel
packages, good on-site
restaurants and the ability to
walk to the ski grounds
whereas male respondents
placed higher priority on large
rooms and low room rates.
Older respondents placed
higher priority on good on-site
restaurants, room with a view
and spa/esthetic centre than
did younger respondents.
0
10
20
30
40
50
60
58
Walking to ski grounds
Good restaurant inside
46
Room with view
45
46
Low room rates
17
63
53
46
38
Ski/hotel packages
70
32
22
Spa/esthetic center
Luxurious atmosphere
24
26
23
Large room
22
Hot springs
20
21
29
11
10
3+ people in room
Male
Female
Priority Choosing Accommodation by Age
0
10
20
30
40
50
60
59
Walking to ski grounds
44
Good restaurant inside
Room with view
41
Low room rates
43
41
19
Spa/esthetic center
50
27
26
24
Large room
24
24
Ski/hotel packages
Luxurious atmosphere
24
19
Hot springs
3+ people in room
54
9
26
22
12
Under 40
Over 40
74
70
62
4.14 Foreign Ski Destination/Accommodation Preferences (ctd.)
Priorities for choosing
accommodations at a foreign ski
area: (continued)
•
Priority Choosing Accommodation By Recent
Skier/Snowboarder
0
10
•
40
50
60
Walking to ski grounds
Recent skiers/snowboarders
placed higher priority on large
rooms, ski/hotel packages,
luxurious atmosphere and low
room rates whereas good onsite restaurants and a room
with a view were of higher
priority to those who had not
skied or snowboarded recently.
What is your highest priority
when choosing accommodations
at a foreign ski area? (single
choice)
•
30
Respondents were asked
about their highest priority in
choosing accommodations at a
foreign ski area. Responses
differed substantially only by
gender.
Overall, walking to ski grounds,
low room rates, room with a
view and luxurious atmosphere
were the top priorities for all
respondents.
Low room rates and luxurious
atmosphere were cited more
frequently by male respondents
whereas a larger proportion of
female respondents placed
priority on good on-site
restaurants.
70
59
46
Good restaurant inside
Low room rates
38
Large room
20
Luxurious atmosphere
20
Ski/hotel packages
53
48
29
28
28
19
22
Spa/esthetic center
62
45
43
Room with view
19
Hot springs
•
20
25
23
11
10
3+ people in room
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Accommodation Priorities by Gender
0
5
10
15
20
25
26
Walking to ski grounds
Low room rates
17
Luxurious atmosphere
23
15
10
13
14
Room with view
9
Good restaurant inside
Large room
3
Hot springs
2
3
Ski/hotel packages
30
2
14
4
4
Male
Female
75
28
4.15 General Preferences of Sports Activities
Sports you have watched either
on TV or at a stadium:
Sports Watched on TV or at Stadium by Gender
0
•
Respondents were asked
about sports they had watched
live at a stadium or on TV.
Responses differed
substantially by gender, age
and skill level but not by prior
visitation to Canada, recency of
skiing/snowboarding or
frequency of overseas travel.
10
20
30
40
50
60
70
80
Baseball
•
•
•
Overall, viewership of all listed
sports was generally high
particularly marathon, baseball,
figure skating and soccer.
Male respondents were more
likely to have watched golf,
baseball, soccer, alpine skiing
and track and field whereas
female respondents were more
likely to have watched figure
skating.
Older respondents were more
likely to have watched all the
listed sports than did younger
respondents. These differences
were most pronounced for
alpine skiing, track and field,
golf, marathon and speed
skating.
100
90
83
89
88
Marathon
Soccer
88
82
Figure Skate
83
Swimming
82
80
Track and Field
75
88
80
78
76
Tennis
77
77
Speed Skate
•
90
Golf
77
64
Alpine Ski
66
Male
71
Female
Sports Watched on TV or at Stadium by Age
0
10
20
30
40
50
60
70
80
90
85
87
Baseball
Figure Skate
83
Marathon
83
88
94
82
Soccer
78
Swimming
Speed Skate
72
Track and Field
72
65
Golf
Under 40
81
82
84
76
60
Alpine Ski
88
85
74
Tennis
Respondents with
intermediate-advanced skill
levels were more likely to have
watched alpine skiing and golf
than were respondents with
beginner skill levels.
100
77
Over 40
Sports Watched on TV or at Stadium by Skill Level
0
10
20
30
40
50
60
70
80
90
Figure Skate
87
85
Marathon
87
Baseball
86
86
Soccer
83
Swimming
83
81
Track and Field
78
78
Speed Skate
76
78
Tennis
76
78
67
Golf
62
Alpine Ski
Beginner
86
74
74
Intermediate-Advanced
76
90
100
4.15 General Preferences of Sports Activities (continued)
Sports you have watched at a
stadium:
Sports Watched at Stadium by Visitation to Canada
0
•
Respondents were asked
about sports they had watched
live at a stadium. Responses
differed substantially by prior
visitation to Canada, gender
and age but not by recency of
skiing/ snowboarding,
frequency of overseas travel
and skill level.
•
Overall, most frequently
mentioned sports included
baseball and soccer.
•
30
40
50
Soccer
Male respondents were more
likely to have watched
baseball, soccer, golf and track
and field at a stadium than
were female respondents.
Tennis
80
90
24
15
Golf
21
10
Figure Skate
17
5
Track and Field
11
16
14
11
Marathon
13
5
Swimming
11
7
Alpine Ski
11
5
Not Been to Canada
Sports Watched at Stadium by Gender
0
10
20
30
40
50
60
70
Baseball
80
50
41
17
9
16
Tennis
Track and Field
90
85
74
Soccer
20
16
9
13
11
Marathon
Alpine Ski
8
4
8
9
Swimming
Older respondents were more
likely to have watched tennis,
baseball and golf whereas
younger respondents were
more likely to have watched
soccer at a stadium.
70
49
44
Been to Canada
Respondents who had been to
Canada generally had watched
more sports at a stadium than
did those who had not visited
Canada. This was particularly
true for figure skating, golf,
tennis, ice hockey and alpine
skiing.
60
Baseball
Golf
•
20
79
80
Ice Hockey
•
10
8
Figure Skate
7
Ice Hockey
10
8
Male
Female
Sports Watched at Stadium by Age
0
10
20
30
40
50
70
80
76
Baseball
Soccer
43
Tennis
13
Track and Field
12
13
10
Marathon
10
Golf
Swimming
9
8
Figure Skate
8
9
48
23
14
17
8
8
Ice Hockey
Alpine Ski
60
4
8
Under 40
Over 40
77
90
84
4.15 General Preferences of Sports Activities (continued)
Sports you would like to see at a
stadium:
Sports Would Like to See at Stadium by Gender
0
•
Respondents were asked
about sports they would like to
watch at a stadium.
Responses differed
substantially by gender, age,
recency of skiing/snowboarding
and skill level but not by prior
visitation to Canada or
frequency of overseas travel.
10
•
Overall, more frequent
responses included figure
skating, baseball and soccer.
30
Soccer
50
44
34
29
Figure Skate
Tennis
22
Alpine Ski
20
12
Freestyle Ski
54
25
20
13
18
19
Snowboard
18
12
Track and Field
18
10
12
12
Swimming
Female
Sports Would Like to See at Stadium by Age
0
5
10
15
20
25
30
35
•
Younger respondents were
more likely to want to watch
snowboarding whereas older
respondents were more likely
to want to watch alpine skiing,
figure skating and tennis at a
stadium.
Recent skiers/snowboarders
were more likely to want to
watch snowboarding, freestyle
skiing, tennis and swimming at
a stadium than were those who
had not skied or snowboarded
recently.
40
45
50
40
Baseball
38
Figure Skate
38
45
38
38
Soccer
•
60
46
29
Male
Female respondents were
more likely to express a desire
to watch figure skating whereas
male respondents were more
likely to want to watch soccer,
baseball, alpine and freestyle
skiing, and track and field at a
stadium.
40
Baseball
Golf
•
20
Snowboard
27
10
20
Tennis
Freestyle Ski
16
26
17
13
14
Ice Hockey
Alpine Ski
12
Golf
12
Track and Field
12
20
17
15
Under 40
Over 40
Sports Would Like to See at Stadium by Recent
Skier/Snowboarder
0
5
10
15
20
25
30
Baseball
35
40
37
Soccer
37
Tennis
20
26
20
12
Alpine Ski
14
18
15
14
Golf
Ice Hockey
Swimming
44
38
25
10
Freestyle Ski
Track and Field
40
40
Figure Skate
Snowboard
45
12
9
14
14
14
14
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
78
50
4.15 General Preferences of Sports Activities (continued)
Sports you would like to see at a
stadium: (continued)
Sports Would Like to See at Stadium by Skill Level
0
•
Respondents with beginner
skill levels were more likely to
want to watch figure skating,
snowboarding and soccer
whereas respondents with
more advanced skill levels
were more likely to prefer to
watch alpine skiing, freestyle
skiing and golf at a stadium.
5
10
15
20
25
30
35
40
Figure Skate
38
Baseball
Tennis
23
Snowboard
14
14
Ice Hockey
13
14
11
Golf
40
24
22
16
Track and Field
Alpine Ski
40
35
18
9
22
9
22
Beginner
50
46
38
Soccer
Freestyle Ski
45
Intermediate-Advanced
79
4.16 Profile of Domestic Skiing/Snowboarding Trip
When was the most recent
period that you did skiing or
snowboarding domestically?
•
•
•
Respondents were asked when
they last went on a domestic
ski/snowboard trip. Responses
differed substantially by
gender, age and skill level but
not by prior visitation to
Canada, recency of skiing/
snowboarding or frequency of
overseas travel.
Compared to female
respondents, a higher
proportion of male respondents
had skied within the last year.
A higher proportion of younger
respondents had skied within
the past year in particular and
within the past 5 years in
general, whereas a significantly
higher proportion of older
respondents had not skied for
at least 10 or more years.
Most Recent Period (Domestic) by Gender
0
5
10
Respondents with beginner
skill levels were more likely to
have last skied/snowboarded
10 or more years ago whereas
those with more advanced
skills were more likely to have
skied/snowboarded within the
past year.
20
25
30
35
40
45
2
2
Have never skied or snowboarded domestically
42
Within 1 year
31
14
16
1-2 years ago
15
3-5 years ago
18
10
11
5-9 years ago
18
10 years ago
22
Male
Female
Most Recent Period (Domestic) by Age
0
5
10
15
20
25
30
35
40
45
2
2
Have never skied or snowboarded domestically
42
Within 1 year
31
19
1-2 years ago
•
15
11
20
3-5 years ago
14
10
10
5-9 years ago
8
10 years ago
32
Under 40
Over 40
Most Recent Period (Domestic) by Skill Level
0
Have never skied or snowboarded domestically
5
10
15
20
35
40
45
50
24
46
16
14
1-2 years ago
18
3-5 years ago
10 years ago
30
1
2
Within 1 year
5-9 years ago
25
16
13
9
28
13
Beginner
Intermediate-Advanced
80
4.16 Profile of Domestic Skiing/Snowboarding Trip (continued)
Who did you go skiing or
snowboarding with? - domestic
Skiing/Snowboarding Companions by Visitation to Canada
0
•
•
•
Respondents were asked
about travel companions on
their last domestic ski/
snowboard trip. Responses
differed substantially by prior
visitation to Canada, gender,
age, recency of skiing/
snowboarding and skill level
but not by frequency of
overseas travel.
Overall, friends, spouse and
children were mentioned most
frequently by all respondents.
Respondents who had
previously visited Canada were
more likely to have been
accompanied by their spouse
or children on their most recent
domestic ski/snowboard trip
compared to those who had
never been to Canada.
10
•
Male respondents were more
likely to have gone skiing/
snowboarding domestically
with friends or co-workers
whereas female respondents
were more likely to have gone
with their spouse, parents or
children.
30
40
60
11
32
Children
23
12
12
Co-Worker
52
Friend
56
5
Other relatives
4
8
Parents
6
Siblings
5
7
48
Spouse
33
Been to Canada
Not Been to Canada
Skiing/Snowboarding Companions by Gender
0
10
Boyfriend/Girlfriend
20
30
40
50
60
22
Children
30
15
9
Friend
62
48
4
Other relatives
6
2
Parents
10
6
Siblings
70
14
10
7
33
Spouse
Male
Younger respondents were
more likely to have gone
skiing/snowboarding with
friends, boyfriend/girlfriend or
their parents whereas older
respondents were more likely
to have gone with children or
spouse on their most recent
domestic ski/snowboard trip.
50
14
Boyfriend/Girlfriend
Co-Worker
•
20
42
Female
Skiing/Snowboarding Companions by Age
0
10
Boyfriend/Girlfriend
20
30
40
12
11
Co-Worker
14
64
46
Other relatives
3
Parents
3
6
10
5
70
39
Friend
Spouse
60
18
6
Children
Siblings
50
8
25
Under 40
51
Over 40
81
4.16 Profile of Domestic Skiing/Snowboarding Trip (continued)
Who did you go skiing or
snowboarding with? - domestic
(continued)
•
•
Recent skiers/snowboarders
were more likely to have
travelled with their children or
spouse on their most recent
domestic ski/snowboard trip
than were those who had not
skied or snowboarded recently.
Respondents with beginner
level skills were more likely to
have gone skiing/snowboarding
with friends whereas
intermediate-advanced skiers
were more likely to have gone
with their spouse or children on
their most recent skiing/
snowboarding domestic trip.
Skiing/Snowboarding Companions by Recent
Skier/Snowboarder
0
10
Boyfriend/Girlfriend
20
30
50
60
13
10
Children
30
20
11
Co-Worker
40
14
54
Friend
4
Other relatives
56
5
Parents
6
Siblings
5
7
7
Spouse
41
33
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Skiing/Snowboarding Companions by Skill Level
0
10
Boyfriend/Girlfriend
20
11
19
Co-Worker
40
50
13
60
51
Other relatives
5
4
Parents
5
4
70
31
Friend
Siblings
60
13
Children
11
30
8
8
30
Spouse
Beginner
44
Intermediate-Advanced
Where did you go?
•
There were no significant
differences in response based
on prior visitation to Canada,
gender, age, recency of
skiing/snowboarding, frequency
of overall travel or skill level.
Ski/Snowboard Location by Visitation to Canada
0
10
20
Koshinetsu
Koshinetsu was the most
popular domestic ski areas as it
was visited by half of all
respondents. Other less
popular sites visited by
respondents included
Hokkaido, Tohuku and Chubu.
50
18
14
Tohoku
Chubu
Other domestic
40
50
Hokkaido
•
30
12
7
82
60
4.16 Profile of Domestic Skiing/Snowboarding Trip (continued)
For how long?
•
•
•
•
•
Respondents were asked
about the length of their most
recent domestic
skiing/snowboarding trip.
Responses differed
substantially by prior visitation
to Canada, age, recency of
skiing/snowboarding and
frequency of overseas travel
but not by gender or skill level.
Most frequently mentioned trip
lengths for all respondents
included 2 days, 3 days and 1
day.
Respondents who had
previously been to Canada
were more likely to take trips of
3 and 4 days whereas
respondents who had not
visited Canada in the past were
more likely to take shorter
domestic trips (e.g. less than 2
days).
Ski/Snowboard Trip Length by Visitation to Canada
0
5
10
Recent skiers/snowboarders
were much more likely to have
taken day trips whereas those
who did not ski or snowboard
recently were more likely to
have taken longer trips that
lasted 3 days during their most
recent domestic ski/ snowboard
trip.
20
25
30
21
One day
35
30
23
Two days
30
Three days
33
26
Four days
15
9
5~6 Days
6
4
1
1
7~9 Days
0
0
10~15 Days
1
1
Over 16 days
Been to Canada
Not Been to Canada
Ski/Snowboard Trip Length by Age
0
5
10
15
20
One day
25
30
35
33
22
Two days
27
26
Three days
8
Four days
Younger respondents were
more likely to have taken day
trips whereas older
respondents were more likely
to have spent more than 3 days
on their last domestic
ski/snowboard trip.
15
2
5~6 Days
29
30
13
7
1
1
7~9 Days
0
0
10~15 Days
0
1
Over 16 days
Under 40
Over 40
Ski/Snowboard Trip Length by Recent Skier or Snowboarder
0
5
10
15
One day
20
25
27
23
Three days
10
Four days
4
5~6 Days
1
7~9 Days
Over 16 days
35
33
19
Two days
10~15 Days
30
29
35
11
5
1
0
0
0
1
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
83
40
4.16 Profile of Domestic Skiing/Snowboarding Trip (continued)
For how long? (continued)
•
Infrequent overseas travellers
were more likely to have taken
domestic ski/snowboarding
trips that lasted a day whereas
those who frequently travelled
overseas were more likely to
have taken trips that lasted
more than 3 days on their last
domestic ski/snowboard trip.
Ski/Snowboard Trip Length by Times Travelled Overseas
0
5
10
15
20
One day
25
30
35
35
20
Two days
27
26
Three days
6
Four days
2
5~6 Days
40
30
30
15
7
1
1
7~9 Days
10~15 Days
0
0
Over 16 days
0
1
Infrequent Overseas Travellers
Frequent Overseas Travellers
Did you go on a package tour of
a travel agency?
Package Tour Usage
•
•
There were no significant
differences in response based
on prior visitation to Canada,
gender, age, recency of
skiing/snowboarding, frequency
of overall travel or skill level.
Overall, almost half of all
respondents made their own
reservations for their domestic
ski/snowboard trip whereas
only a third of all respondents
used the services of a travel
agency for either a free tour
plan or a package tour. A
smaller proportion did not make
any reservations at all.
0
Package tour of a travel agency (with tour
conductor or guide)
10
20
30
40
50
4
Free plan tour of a travel agency (no tour
conductor or guide)
28
49
Made own reservations
Went with no reservations
Other
13
6
84
60
4.17 Profile of Overseas Skiing/Snowboarding Trip
When was the most recent
period that you did skiing or
snowboarding overseas?
•
•
•
Respondents were asked
about the most recent period in
which they skied or
snowboarded overseas.
Responses differed
substantially by prior visitation
to Canada, recency of
skiing/snowboarding, frequency
of overseas travel and skill
level but not by gender or age.
Most Recent Period (Overseas) by Visitation to Canada
0
40
50
The majority of infrequent
overseas travellers had never
skied/snowboarded overseas.
This was also true, but to a
lesser extent, for those who
frequently travelled overseas.
70
80
90
100
9
Within 1 year
1
8
1-2 years ago
1
10
3-5 years ago
2
7
5-9 years ago
2
12
4
Been to Canada
Not Been to Canada
Most Recent Period (Overseas) by Recent Skier/Snowboarder
0
10
20
30
40
50
60
70
80
Have never skied or
snowboarded overseas
90
100
75
86
5
Within 1 year
0
4
1
6
3-5 years ago
1
4
3
5-9 years ago
5
10 years ago
7
Recent Skier/Snowboarder
•
60
91
Overall, around three quarters
of all respondents had never
skied/snowboarded overseas.
The majority of non-recent
skiers/snowboarders had never
skied or snowboarded
overseas. This was also true,
but to a lesser extent, for
respondents who had
skied/snowboarded recently.
30
54
10 years ago
The majority of respondents
who had not been to Canada
had never skied or
snowboarded overseas. Over
half of those who had
previously visited Canada had
never skied or snowboarded
overseas.
20
Have never skied or
snowboarded overseas
1-2 years ago
•
10
Non-Recent Skier/Snowboarder
Most Recent Period (Overseas) by Times Travelled Overseas
0
10
20
30
40
50
Have never skied or
snowboarded overseas
Within 1 year
1-2 years ago
3-5 years ago
5-9 years ago
10 years ago
60
70
80
90
88
71
1
5
2
4
2
6
2
5
4
8
Infrequent Overseas Travellers
Frequent Overseas Travellers
85
100
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
When was the most recent
period that you did skiing or
snowboarding overseas?
(continued)
•
The majority of respondents
with beginner skill levels had
never skied/snowboarded
overseas. This was also true,
but to a lesser extent, for
respondents with intermediateadvanced skill levels.
Most Recent Period (Overseas) by Skill Level
0
10
20
30
40
50
60
70
80
Have never skied or
snowboarded overseas
Within 1 year
86
0
5
2
4
3-5 years ago
4
5
10 years ago
100
75
1-2 years ago
5-9 years ago
90
2
4
5
7
Beginner
Intermediate-Advanced
Who did you go skiing or
snowboarding with? - overseas
Skiing/Snowboarding Companions by Visitation to Canada
•
•
•
•
Respondents were asked
about their travel companions
on their most recent overseas
ski/snowboard trip. Responses
differed substantially by prior
visitation to Canada, age,
recency of skiing/snowboarding
and skill level but not by gender
and frequency of overseas
travel.
Overall, friends, spouse and
children were mentioned most
frequently by all respondents.
Respondents who had
previously visited Canada were
more likely to have travelled
with their spouse, children or
boyfriend/girlfriend whereas
those who had not been to
Canada were more likely to
have gone with friends or on
their own.
Younger respondents were
more likely to have travelled
with friends, parents or
boyfriend/ girlfriend whereas
older respondents were more
likely to have travelled with
their spouse or children.
0
10
Alone
3
Boyfriend/Girlfriend
3
Children
3
Co-Worker
3
20
30
40
50
60
10
12
17
7
52
Friend
Member of a ski or snowboard club
3
3
Other
3
3
Parents
3
Siblings
3
3
70
58
7
Spouse
41
13
Been to Canada
Not Been to Canada
Skiing/Snowboarding Companions by Age
0
10
4
Alone
Boyfriend/Girlfriend
30
8
Co-Worker
8
2
4
13
0
2
70
65
44
Member of a ski or snowboard club
Spouse
60
17
Friend
Siblings
50
13
Children
Parents
40
6
6
4
20
4
19
44
Under 40
Over 40
86
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
Who did you go skiing or
snowboarding with? - overseas
Skiing/Snowboarding Companions by Recent
Skier/Snowboarder
0
•
Recent skiers/snowboarders
were more likely to have
travelled with friends or their
boyfriend/ girlfriend whereas
those who had not skied or
snowboarded recently were
more likely to have travelled
with children on their most
overseas ski/snowboard trip.
10
Alone
4
Boyfriend/Girlfriend
4
Respondent with beginner skill
levels were more likely to have
travelled with their parents
whereas those with
intermediate-advanced skill
levels were more likely to have
travelled with their spouse.
30
40
50
11
11
Children
6
Co-Worker
18
7
Friend
57
46
Member of a ski or snowboard club
0
4
6
Siblings
0
7
4
32
32
Spouse
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Skiing/Snowboarding Companions by Skill Level
0
10
3
Alone
20
30
40
50
6
10
10
Children
14
6
6
Co-Worker
55
54
Friend
•
Respondents were asked
about where they went
skiing/snowboarding overseas
on their most recent trip.
Responses differed
substantially by almost all
respondent segments used for
this analysis.
Member of a ski or snowboard club
0
Other
0
Parents
Respondents who had not
been to Canada were more
likely to have gone to Europe,
New Zealand and other foreign
destinations on their last
overseas ski/snowboard trip.
4
4
10
4
13
Spouse
41
Beginner
Intermediate-Advanced
Ski/Snowboard Location by Visitation to Canada
0
•
60
6
Boyfriend/Girlfriend
Where did you go?
60
6
Parents
•
20
10
20
40
50
38
Whistler
0
Banff
0
Other Canadian ski areas
0
28
6
U.S.A.
13
13
Europe
13
48
3
New Zealand
Other Foreign
30
19
0
19
Been to Canada
Not Been to Canada
87
60
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
Where did you go? (continued)
•
•
•
Male respondents were more
likely to have gone to Banff and
European destinations whereas
female respondents were more
likely to have gone to New
Zealand and other foreign ski
destinations when skiing/
snowboarding overseas.
Younger respondents were
much more likely to have skied
at Whistler whereas older
respondents were more likely
to have skied at Banff and
European destinations when
skiing/ snowboarding overseas.
Recent skiers/snowboarders
were more likely to have skied
at European destinations and
other Canadian ski areas
whereas non-recent
skiers/snowboarders were
more likely to have skied at
Banff and ski areas in the
United States when
skiing/snowboarding overseas.
Ski/Snowboard Location by Gender
0
5
10
15
20
25
30
27
Whistler
25
27
Banff
13
2
Other Canadian ski areas
5
11
U.S.A.
14
27
Europe
21
5
New Zealand
11
0
Other Foreign
11
Male
Female
Ski/Snowboard Location by Age
0
5
10
15
20
25
30
35
33
Whistler
19
15
Banff
23
6
Other Canadian ski areas
2
13
13
U.S.A.
19
Europe
29
10
New Zealand
6
4
Other Foreign
8
Under 40
Over 40
Ski/Snowboard Location by Recent Skier or Snowboarder
0
5
10
15
20
25
25
Whistler
29
17
Banff
Other Canadian ski areas
25
6
0
10
U.S.A.
21
28
Europe
14
8
New Zealand
Other Foreign
30
7
7
4
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
88
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
Where did you go? (continued)
•
Infrequent overseas travellers
were more likely to have skied
at Banff whereas those who
travelled more frequently were
more likely to have gone to
European destinations when
skiing/snowboarding overseas.
Ski/Snowboard Location by Times Travelled Overseas
0
5
10
15
20
25
30
24
Whistler
27
28
Banff
15
3
Other Canadian ski areas
4
10
U.S.A.
14
14
Europe
28
10
New Zealand
7
10
Other Foreign
4
Infrequent Overseas Travellers
Frequent Overseas Travellers
For how long?
•
Respondents were asked to
indicate the length of their last
overseas ski/snowboard trip.
Responses differed
substantially by all respondent
segments used in this analysis.
Ski/Snowboard Trip Length by Visitation to Canada
0
5
10
Respondents who had been to
Canada were more likely to
have taken trips of 5-6 and 7-9
days in length whereas those
who had never been to Canada
were much more likely to have
taken trips that lasted 4 or
fewer days in duration when
skiing/snowboarding overseas.
20
25
Male respondents were more
likely to have taken trips of 5-6
days in duration whereas
female respondents were more
likely to have taken trips that
lasted 7-9 days or less than 4
days in duration when skiing/
snowboarding overseas.
35
40
45
50
42
22
10
46
7~9 Days
23
13
10~15 Days
10
10
Over 16 Days
16
Been to Canada
•
30
9
Within 4 days
5~6 Days
•
15
Not Been to Canada
Ski/Snowboard Trip Length by Gender
0
5
10
15
20
25
40
45
21
25
5~6 Days
13
34
7~9 Days
Over 16 Days
35
16
Within 4 days
10~15 Days
30
43
11
13
14
11
Male
Female
89
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
For how long? (continued)
•
Younger respondents were
more likely to have taken trips
that were 5-6 days or over 16
days in duration whereas older
respondents were more likely
to have taken trips that were 79 days long.
Ski/Snowboard Trip Length by Age
0
10
20
30
•
Recent skiers/snowboarders
were more likely to have taken
trips that were 7-9 or 10-15
days long whereas non-recent
skiers/ snowboarders were
more likely to have taken
shorter trips that lasted up to 4
days when skiing/
snowboarding overseas.
Infrequent overseas travellers
were more likely to have taken
trips that were 5-6 days long
whereas frequent overseas
travellers were more likely to
have taken both shorter trips
(up to 4 days in length) and
longer trips (over 16 days in
duration) when skiing/
snowboarding overseas.
50
60
21
Within 4 days
17
25
5~6 Days
12
27
7~9 Days
•
40
50
10
10~15 Days
13
17
Over 16 Days
8
Under 40
Over 40
Ski/Snowboard Trip Length by Recent Skier or Snowboarder
0
5
10
15
20
25
30
35
40
45
14
Within 4 days
32
17
5~6 Days
21
42
7~9 Days
32
15
10~15 Days
4
13
Over 16 Days
11
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Ski/Snowboard Trip Length by Times Travelled Overseas
0
5
10
15
20
25
35
40
45
14
Within 4 days
21
34
5~6 Days
11
34
7~9 Days
41
10
10~15 Days
Over 16 Days
30
13
7
14
Infrequent Overseas Travellers
Frequent Overseas Travellers
90
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
For how long? (continued)
•
Respondents with beginner
skill levels were more likely to
have taken shorter trips of up
to 4 days or 5-6 days in length
whereas intermediateadvanced skiers were more
likely to have taken longer trips
that were 7-9 or 10-15 days in
duration when skiing/
snowboarding overseas.
Ski/Snowboard Trip Length by Skill Level
0
•
•
•
Overall, free plan tours through
travel agency and self made
arrangements were mentioned
most frequently follow up by
package tours.
Respondents who had been to
Canada were more likely to
have used a free tour plan
through a travel agency
whereas those who had not
been to Canada were more
likely to have made their own
reservations when skiing/
snowboarding overseas.
Male respondents were more
likely to have used services of
a travel agency (package tour,
free plan tour) whereas female
respondents were more likely
to have made their own
reservations/arrangements for
transportation and
accommodation when skiing/
snowboarding overseas.
15
20
25
30
40
45
50
29
23
16
29
7~9 Days
10~15 Days
35
14
5~6 Days
Over 16 Days
Respondents were asked
about their travel arrangements
on their overseas ski/
snowboarded trip. Responses
differed substantially by almost
all respondent segments used
in this analysis.
10
Within 4 days
How did you travel?
•
5
43
6
14
13
12
Beginner
Intermediate-Advanced
Travel Arrangements by Visitation to Canada
0
5
10
15
Package tour of a travel agency (with a tour
conductor or guide)
20
25
30
35
40
45
16
19
Free Plan tour of a travel agency (no tour
conductor or guide)
41
23
12
Made reservations for transportation and
accommodations at travel agency
3
Made reservations by yourself for transportation
and accommodation
26
39
6
Other
16
Been to Canada
Not Been to Canada
Travel Arrangements by Gender
0
5
10
15
Package tour of a travel agency (with a tour
conductor or guide)
20
25
30
20
39
32
11
7
Made reservations by yourself for transportation
and accommodation
Other
40
14
Free Plan tour of a travel agency (no tour
conductor or guide)
Made reservations for transportation and
accommodations at travel agency
35
23
36
7
11
Male
Female
91
45
4.17 Profile of Overseas Skiing/Snowboarding Trip (continued)
How did you travel? (continued)
•
Recent skiers/snowboarders
were more likely to have used
a free tour plan or made
reservations for transportation
and accommodation through a
travel agency whereas non
recent skiers/snowboarders
were more likely to have made
their own reservations for
transportation and
accommodation when skiing/
snowboarding overseas.
Travel Arrangements by Recent Skier/Snowboarder
0
5
10
Package tour of a travel agency (with a tour
conductor or guide)
•
When making their travel
arrangements, infrequent
overseas travellers were more
likely to have used a free tour
plan or package from a travel
agency whereas frequent
overseas travellers were more
likely to have made
transportation and
accommodation arrangements
on their own.
Respondents with beginner
skill levels were more likely to
have made their own
arrangements whereas those
with advanced-intermediate
skill levels were more likely to
have used the free plan tour
offered by travel agents when
making arrangements for their
overseas ski/ snowboard trip.
20
25
30
40
45
18
Free Plan tour of a travel agency (no tour
conductor or guide)
38
29
11
Made reservations for transportation and
accommodations at travel agency
4
Made reservations by yourself for transportation
and accommodation
Recent Skier/Snowboarder
35
14
26
39
7
Other
•
15
14
Non-Recent Skier/Snowboarder
Travel Arrangements by Times Travelled Overseas
0
10
20
Package tour of a travel agency (with a tour
conductor or guide)
30
40
50
60
24
14
Free Plan tour of a travel agency (no tour
conductor or guide)
48
30
3
Made reservations for transportation and
accommodations at travel agency
11
Made reservations by yourself for transportation
and accommodation
10
38
14
Other
7
Infrequent Overseas Travellers
Frequent Overseas Travellers
Travel Arrangements by Skill Level
0
5
10
15
Package tour of a travel agency (with a tour
conductor or guide)
25
30
35
40
16
17
Free Plan tour of a travel agency (no tour
conductor or guide)
26
39
10
9
Made reservations for transportation and
accommodations at travel agency
Made reservations by yourself for transportation
and accommodation
Other
20
35
28
13
7
Beginner
Intermediate-Advanced
92
45
4.18 Potential and Barrier of Skiing/Snowboarding Trip
Would you like to go skiing or
snowboarding within the next 2
years?
•
•
•
•
•
Respondents were asked
about their interest in going
skiing or snowboarding within
the next two years. Responses
differed substantially by prior
visitation to Canada, recency of
skiing/snowboarding and skill
level but not by gender, age or
frequency of overseas travel.
Ski/Snowboard Overseas by Visitation to Canada
0
10
20
30
40
50
60
70
80
90
72
Yes, but I have no
specific plans
80
19
Yes, and I have a
specific place in mind
8
10
No
13
In general, a majority of all
respondents wanted to go
skiing/ snowboarding within the
next two years but had no
specific plans.
Respondents who had been to
Canada were more likely to
have a specific place in mind
for skiing/snowboarding within
the next two years whereas
respondent who had not been
to Canada expressed higher
levels of interest in skiing/
snowboarding within the next
two years but did not have any
specific plans at this time.
Regardless of whether they
had specific plans or a place in
mind, recent skiers/
snowboarders expressed
higher interest in skiing/
snowboarding within the next
two years.
A higher proportion of
respondents with beginner skill
levels did not have any
intention of skiing/
snowboarding within the next
two years whereas those with
intermediate-advanced skill
levels were more likely to have
specific places in mind for their
future ski/snowboard trip.
Been to Canada
Not Been to Canada
Ski/Snowboard Overseas by Recent Skier/Snowboarder
0
10
20
30
40
50
60
70
80
90
80
Yes, but I have no
specific plans
73
16
Yes, and I have a
specific place in mind
4
4
No
22
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Ski/Snowboard Overseas by Skill Level
0
10
20
30
40
50
60
80
79
Yes, but I have no
specific plans
Yes, and I have a
specific place in mind
70
76
4
16
17
No
8
Beginner
Intermediate-Advanced
93
90
4.18 Potential and Barrier of Skiing/Snowboarding Trip (ctd.)
Barriers for travelling abroad to
ski or snowboard:
Barriers for Travelling Abroad by Visitation to Canada
0
•
•
•
•
•
Respondents were asked
about barriers that prevented
them from travelling abroad to
ski/snowboard. Responses
differed substantially by all
respondent segments used in
this analysis.
Overall, ‘too expensive’ and
‘difficult to take long vacations’
were cited most often by all
respondents.
Respondents who had not
been to Canada were more
likely to cite cost and a lack of
confidence in the language as
reasons for not having travelled
abroad for skiing/
snowboarding.
10
20
30
40
50
Difficult to take long vacations
No barrier at all
65
17
9
16
16
Not confident in skill
No one to go with
15
13
Small children
15
13
12
11
Not in good shape
11
Not confident in language
9
Sufficient domestic ski areas
Difficult to arrange hotel
17
12
7
3
Been to Canada
Not Been to Canada
Barriers for Travelling Abroad by Gender
0
10
20
30
40
50
60
Too expensive
70
66
54
61
45
Not confident in language
14
17
11
11
No barrier at all
11
11
Sufficient domestic ski areas
No one to go with
10
Small children
10
18
17
10
Not confident in skill
23
6
Not in good shape
16
4
4
Difficult to arrange hotel
Male
Younger respondents were
more likely to cite cost, small
children and difficulties in
taking long vacations whereas
older respondents were more
likely to cite being out of shape
as a reason for not travelling
abroad to ski/snowboard.
70
48
Too expensive
Difficult to take long vacations
Male respondents were more
likely to cite difficulties in taking
long vacations and cost as
reasons for not travelling
abroad to ski/snowboard
whereas female respondents
were more likely to cite lack of
confidence in their skills, being
out of shape, not having
someone to go with or having
small children as barriers.
60
54
52
Female
Barriers for Travelling Abroad by Age
0
10
20
30
40
50
Too expensive
60
70
68
52
Difficult to take long vacations
48
Small children
20
8
Not confident in skill
57
14
18
16
14
Not confident in language
14
14
No one to go with
Sufficient domestic ski areas
9
8
No barrier at all
Not in good shape
6
Difficult to arrange hotel
6
2
13
15
16
Under 40
Over 40
94
80
4.18 Potential and Barrier of Skiing/Snowboarding Trip (ctd.)
Barriers for travelling abroad to
ski or snowboard: (continued)
Barriers for Travelling Abroad by Recent Skier/Snowboarder
0
•
Recent skiers/snowboarders
were more likely to cite
difficulties in taking long
vacations, cost and sufficient
domestic ski areas whereas
those who had not skied or
snowboarded recently were
more likely to cite lack of
confidence in their skills and
being in poor shape as barriers
to their travelling abroad for
skiing/snowboarding.
Infrequent overseas travellers
were more likely to cite cost,
lack of confidence in the
language, difficulties in taking
long vacations and having
small children as barriers.
20
30
40
Respondents with beginner
skill levels were more likely to
cite lack of confidence in their
skills and being in poor shape
whereas those with
intermediate-advanced skill
levels were more likely to state
difficulties in taking long
vacations as barriers to their
travelling abroad for
skiing/snowboarding.
60
Too expensive
70
63
55
57
47
16
14
Not confident in language
14
14
Small children
Not confident in skill
13
Sufficient domestic ski areas
13
8
No one to go with
13
No barrier at all
10
13
8
Not in good shape
3
20
16
16
5
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Barriers for Travelling Abroad by Times Travelled Overseas
0
10
20
30
40
50
Too expensive
•
50
Difficult to take long vacations
Difficult to arrange hotel
•
10
60
70
47
Difficult to take long vacations
57
49
Not confident in language
80
72
21
10
17
16
Not confident in skill
Small children
17
11
14
14
No one to go with
Sufficient domestic ski areas
13
9
10
Not in good shape
12
6
No barrier at all
17
4
4
Difficult to arrange hotel
Infrequent Overseas Travellers
Frequent Overseas Travellers
Barriers for Travelling Abroad by Skill Level
0
10
20
30
40
50
60
Too expensive
58
50
Difficult to take long vacations
Not confident in skill
6
Small children
16
12
15
16
Not confident in language
Not in good shape
15
8
14
14
No one to go with
10
12
Sufficient domestic ski areas
9
No barrier at all
Difficult to arrange hotel
55
28
2
13
6
Beginner
Intermediate-Advanced
95
70
61
4.18 Potential and Barrier of Skiing/Snowboarding Trip (ctd.)
Would you like to go to a snowy
country resort whether it be
domestic or foreign?
•
Respondents were asked
about their interest in visiting a
domestic or foreign snowy
country resort. Responses
differed substantially by
gender, recency of skiing/
snowboarding, and skill level
but not by prior visitation to
Canada, age or frequency of
overseas travel.
Snowy Country Resort Preference by Gender
0
•
•
20
30
Respondents with
intermediate-advanced skill
levels expressed greater
interest in visiting a snowy
country resort than did those
with beginner skill levels.
50
60
70
57
49
36
Maybe
40
4
Not really
8
2
2
Male respondents expressed a
higher desire to go to a snowy
country resort than did female
respondents.
Recent skiers/snowboarders
had a higher level of interest in
visiting a snowy country resort
than did those who had not
skied or snowboarded recently.
40
Yes
No
•
10
Male
Female
Snowy Country Resort Preference by Recent
Skier/Snowboarder
0
10
20
30
40
50
60
70
61
Yes
42
32
Maybe
46
4
Not really
10
2
No
2
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
Snowy Country Resort Preference by Skill Level
0
10
20
30
40
60
70
44
Yes
61
43
Maybe
34
9
Not really
No
50
4
3
1
Beginner
Intermediate/Advanced
96
4.18 Potential and Barrier of Skiing/Snowboarding Trip (ctd.)
What would be your main
purpose?
Main Purpose by Visitation to Canada
0
•
•
Respondents who indicated
‘yes’ or ‘maybe’ to visit a
domestic or foreign snowy
country resort were asked
about the main purpose for
their trip. Responses differed
substantially by prior visitation
to Canada, gender, recency of
skiing/snowboarding, frequency
of overseas travel and skill
level but not by age.
In general, frequent responses
included hot springs, enjoying
the snow scenery, looking at an
aurora and participating in
winter sports.
10
20
30
40
50
60
Enjoy the snow scenery
70
80
68
60
67
67
Hot Springs
Look at an Aurora
46
Participating in winter sports
47
47
Dining
36
33
Look at Christmas illuminations
36
32
Christmas market
20
14
Shopping
17
12
Watching winter sports
13
Theatre or concert event
59
17
13
7
Been to Canada
Not Been to Canada
Main Purpose by Gender
•
Visitors who had been to
Canada were more likely to cite
looking at an aurora, attending
a theatre/concert event,
enjoying the snow scenery,
visiting a Christmas market and
shopping as the main purpose
for their visit to a snowy country
resort.
0
10
Female respondents were
more likely to mention viewing
Christmas illuminations, visiting
a Christmas market, shopping,
looking at an aurora, attending
a theatre/concert event or
enjoying hot springs whereas
male respondents were more
likely to mention participating in
winter sports as the main
purpose for visiting a snowy
country resort.
30
40
50
60
Hot Springs
Recent skiers/snowboarders
were more likely to mention the
ability to participate in and/or
watch winter sports whereas
non-recent
skiers/snowboarders were
more likely to mention looking
at an aurora as the main
purpose for their visit to a
snowy country resort.
80
70
62
63
Enjoy the snow scenery
Participating in winter sports
54
39
44
Look at an Aurora
57
32
35
Dining
20
Look at Christmas illuminations
48
15
13
8
Christmas market
24
6
Shopping
22
3
Theatre or concert event
15
Male
Female
Main Purpose by Recent Skier/Snowboarder
0
10
20
30
40
50
60
70
65
Hot Springs
61
Enjoy the snow scenery
•
70
65
Watching winter sports
•
20
Participating in winter sports
36
45
Look at an Aurora
32
35
Look at Christmas illuminations
10
17
15
17
Christmas market
13
14
Shopping
Theatre or concert event
57
35
32
Dining
Watching winter sports
65
54
9
8
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
97
69
80
4.18 Potential and Barrier of Skiing/Snowboarding Trip (ctd.)
What would be your main
purpose? (continued)
Main Purpose by Times Travelled Overseas
0
•
Infrequent overseas travellers
were more likely to cite
participating in Winter sports
whereas those who travelled
overseas frequently were more
likely to mention enjoying the
snow scenery, viewing
Christmas illuminations,
shopping, attending a
theatre/concert event, dining or
visiting a Christmas market as
the main purpose.
Respondents with beginner
skill levels were more likely to
cite shopping, looking at an
aurora, visiting a Christmas
market, dining, enjoying the
snow scenery and hot springs
whereas those with
intermediate-advanced skill
levels were more likely to
mention participating in winter
sports as the main purpose for
their visit to a snowy country
resort.
20
30
40
50
60
70
65
Hot Springs
56
Enjoy the snow scenery
Participating in winter sports
48
31
Dining
13
Christmas market
12
Watching winter sports
69
52
39
18
16
9
Shopping
69
37
28
Look at Christmas illuminations
80
52
42
Look at an Aurora
19
6
Theatre or concert event
•
10
12
Infrequent Overseas Travellers
Frequent Overseas Travellers
Main Purpose by Skill Level
0
10
20
30
40
50
60
70
Hot Springs
65
Enjoy the snow scenery
60
Look at an Aurora
41
Dining
31
Look at Christmas illuminations
32
Christmas market
13
Shopping
52
38
36
20
18
10
14
14
Watching winter sports
Theatre or concert event
55
47
Participating in winter sports
66
7
11
Beginner
Intermediate-Advanced
98
70
80
4.19 Profile of Trips to Canada
Have you ever been to Canada?
•
•
Respondents were asked if
they had ever visited Canada.
Responses differed
substantially by recency of
skiing/snowboarding, frequency
of overseas travel and skill
level but not by gender or age.
By comparison, frequent
overseas travelers, those with
intermediate-advanced skill
levels and recent skiers/
snowboarders were more likely
to have previously visited
Canada than did their
respective comparing segment.
Recent Skier/Snowboarder by Visitation to Canada
0
10
•
•
•
Respondents were asked
about the main purpose for
travelling to Canada.
Responses differed
substantially by gender, age
and skill level but not by prior
visitation to Canada, recency of
skiing/snowboarding or
frequency of overseas travel.
Overall, almost three quarters
of all respondents were
travelling for leisure. Fewer
were visiting for business,
study/training, or visiting family
and friends.
Female respondents were
more likely to have visited
Canada for leisure or
study/training purposes
whereas male respondents
were more likely to have visited
Canada for business purposes.
Younger respondents were
more likely to have been to
Canada for study/training
purposes or visiting family and
friends whereas older
respondents were more likely
to have visited Canada for
business or leisure.
30
40
50
60
Recent
Skier/Snow boarder
70
80
61
Non-Recent
Skier/Snow boarder
39
Infrequent Overseas
Travellers
25
Frequent Overseas
Travellers
75
38
Beginner
62
Intermediate-Advanced
Your main purpose for the travel:
•
20
Main Travel Purpose by Gender
0
10
20
30
40
50
60
70
80
90
68
On a leisure trip
80
19
On business
1
3
Study·Training
10
Visiting family and/or
friends
3
6
7
Other
3
Male
Female
Main Travel Purpose by Age
0
10
20
30
40
50
Other
80
79
4
On business
Visiting family and/or
friends
70
69
On a leisure trip
Study·Training
60
15
13
1
10
0
4
5
Under 40
Over 40
99
90
4.19 Profile of Trips to Canada (continued)
Your main purpose for the travel:
(continued)
Main Travel Purpose by Skill Level
0
•
Respondents with beginner
skill levels were more likely to
have been to Canada to visit
family and friends or for
study/training purposes
whereas those with
intermediate-advanced skill
levels were more likely to have
visited Canada for leisure or
business.
10
20
30
40
50
60
70
80
90
68
On a leisure trip
78
5
On business
13
12
Study·Training
3
Visiting family and/or
friends
11
1
4
Other
5
Beginner
Intermediate-Advanced
Places in Canada that you have
been to:
•
Respondents were asked
about places they had visited in
Canada. Responses differed
substantially by gender,
recency of skiing/snowboarding
and frequency of overseas
travel but not by prior visitation
to Canada, age or skill level.
Places Visited in Canada by Gender
0
10
20
Vancouver was the most
frequently visited destination by
all respondents.
•
During their travel to Canada,
female respondents were much
more likely to have visited
Victoria, the Canadian Rockies
and Niagara Falls than were
male respondents.
Non recent
skiers/snowboarders who had
travelled to Canada were much
more likely to have visited
Toronto and the Canadian
Rockies than were recent
skiers/snowboarders.
50
60
39
24
Montreal
Other
80
58
11
17
29
42
Toronto
53
76
Vancouver
19
4
Yellowknife
90
58
39
7
70
32
Niagara
Victoria
•
40
Canadian Rockies
Quebec
•
30
85
56
9
Male
Female
Places Visited in Canada by Recent Skier or Snowboarder
0
10
20
30
40
50
60
43
Canadian Rockies
25
Montreal
51
10
22
Quebec
25
40
Toronto
59
79
Vancouver
37
Victoria
Yellowknife
2
90
58
48
Other
80
32
Niagara
9
70
41
10
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
100
83
4.19 Profile of Trips to Canada (continued)
Places that you have gone to:
(continued)
Places Visited in Canada by Times Travelled Overseas
0
•
Frequent overseas travellers
who had visited Canada were
more likely to have visited
Niagara Falls, Montreal,
Victoria, Toronto and Quebec
than were infrequent overseas
travellers who had previously
visited Canada.
10
20
30
40
50
70
80
11
Montreal
34
24
Niagara
5
58
11
16
Quebec
26
34
Toronto
52
Vancouver
80
24
Victoria
Yellowknife
90
47
50
Canadian Rockies
Other
60
5
43
7
Infrequent Overseas Travellers
Frequent Overseas Travellers
101
84
4.20 Potential for Canada
Would you like to visit Canada
again in the next two years?
Like to Revisit Canada by Visitation to Canada
0
•
•
Respondents were asked
about their interest in visiting or
revisiting Canada in the next
two years. Responses differed
substantially by prior visitation
to Canada, frequency of
overseas travel and skill level
but not by gender, age or
recency of skiing/
snowboarding.
All respondents who had not
been to Canada before
expressed a desire to visit in
the next two years. Over half
of all prior visitors to Canada
also expressed some interest
in revisiting the country.
10
•
Infrequent overseas travellers
expressed a higher desire to
visit/revisit Canada in the next
two years than did those who
travelled more frequently.
Respondents with beginner
skill levels expressed higher
levels of interest in
visiting/revisiting Canada in the
next two years than did those
with intermediate-advanced ski
levels.
30
40
50
60
70
80
90
100
0
Yes
100
54
Maybe
0
43
Not really
0
3
No
0
Been to Canada
Not Been to Canada
Like to Revisit Canada by Times Travelled Overseas
0
•
20
10
20
30
40
50
60
70
80
90
85
Yes
55
7
Maybe
26
8
Not really
18
0
No
1
Infrequent Overseas Travellers
Frequent Overseas Travellers
Like to Revisit Canada by Skill Level
0
10
20
30
40
50
70
80
74
Yes
66
11
Maybe
21
14
Not really
No
60
12
0
1
Beginner
Intermediate-Advanced
102
4.20 Potential for Canada (continued)
Did you know that the Winter
Olympics for 2010 will be held in
Vancouver, Canada?
•
•
There were no significant
differences in the various
respondent segments used in
this analysis.
Overall, over two-thirds of all
respondents were aware that
the 2010 Winter Olympics were
to be held in Vancouver,
Canada.
Aware 2010 Winter Olympics in Vancouver
0
10
20
•
•
•
Overall, a majority of
respondents indicated interest
(‘yes’ or ‘maybe’) in skiing at
the site of the Olympics.
No
60
70
80
31
Like to Ski Where Olympics Held by Gender
10
20
30
40
50
60
29
Yes
18
57
Maybe
52
9
Not really
19
5
No
11
Male
Male respondents expressed a
higher interest to ski at the site
of the Olympics than did their
female counterparts.
Recent skiers/snowboarders
expressed a higher interest to
ski at the site of the Olympics
than did those who had not
skied or snowboarded recently.
50
69
0
Respondents were asked
whether they would like to ski
at the site where the Olympics
would be held. Responses
differed substantially by
gender, recency of skiing/
snowboarding and skill level
but not by prior visitation to
Canada, age or frequency of
overseas travel.
40
Yes
Would you like to ski where the
Olympics were/are going to be
held?
•
30
Female
Like to Ski Where Olympics Held by Recent
Skier/Snowboarder
0
10
20
30
40
50
30
Yes
14
54
Maybe
56
9
Not really
No
60
21
7
9
Recent Skier/Snowboarder
Non-Recent Skier/Snowboarder
103
4.20 Potential for Canada (continued)
Would you like to ski where the
Olympics was/is going to be
held? (continued)
•
Respondents with
intermediate-advanced skill
levels expressed a higher
interest to ski where the
Olympics were held or going to
be held than did those with
beginner skill levels.
Like to Ski Where Olympics Held by Skill Level
0
10
20
30
40
50
12
Yes
33
57
Maybe
52
19
Not really
No
60
10
12
5
Beginner
Intermediate-Advanced
104
70

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