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Summaries Outdoor Activities

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Summaries Outdoor Activities ‘At a glance’ summaries Outdoor Activities Activities June 2018 1 How to read the summaries About these summaries REGULARLY Unless specified, results are an aggregate of 5 markets: /OCCASIONALLY Have you done these activities regularly USA, France, Germany, Netherlands, UK PARTICIPATED ON or occasionally on holiday? (Q11) PREVIOUS HOLIDAYS Only those who have participated in at least one activity on a recent holiday are included in the analysis What activities would you do on a ACTIVITY CROSSOVER holiday to England? (Q29) The The number of respondents each slide of analysis is included at FOR FUTURE TRIP TO proportion that would do each activity in the bottom of each slide ENGLAND addition to the main one ACTIVITY SELECTION FOR What activities would you do on a How to read the indexing? FUTURE TRIP TO holiday to England? (Q29) ENGLAND >130 The index number refers to the difference to the overall >115 average, where the average = 100. <85 Dark / Light Green = significantly higher than average <70 Orange / red = significantly lower than average 2 Gentle Country Walks (2hr / 5 miles) Sample size = 2,189 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 78% 80% 81% 82% 78% Activity % Index* GENTLE COUNTRY WALKS Rank 80% WITH… Overall France 60% 91 1st France Germany Nether- UK USA Hill-Walking or Full day TOTAL lands 32% walks Germany 68% 103 1st Horse-riding 16% Netherlands 72% 109 1st REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS Mountain Biking 13% UK 61% 92 1st Occasionally Regularly Road cycling 11% US 69% 105 1st 86% of have participated in gentle country walks whilst Kayaking 7% on holiday previously. The 48% Climbing 6% aged 55+ express highest All markets select gentle country walks as 38% their most popular activity for a future trip levels of interest. Coasteering 4% to England. Rafting 4% Hill-walking/full day walks, horse-riding KEY AGE GROUPS HIGH LOW Canyoning 3% and mountain biking are most likely to be 55-64: 95% 90% 82% selected alongside gentle country walks. Surfing 3% Extreme activities are unlikely to be 65-74: 93% selected with gentle country walks. 84% 88% Windsurfing 2% 75+: 94% Netherlands Germany 3 *Index measures participation relative to other countries Hill-Walking or Full day walks Sample size = 1,765 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 61% 42% 52% 47% 51% Activity 51% % Index* HILL WALKING WITH… Rank Overall France 41% 124 2nd France Germany Nether- UK USA Gentle Country Walks TOTAL lands 65% (2 hrs / 5 miles) Germany 24% 73 2nd Mountain Biking 20% Netherlands 35% 106 2nd REGULARLY/OCCASIONALLY PARTICIPATED ON PREVIOUS HOLIDAYS Horse-riding 17% UK 26% 79 2nd Road cycling 14% US 37% 112 2nd Hill-walking is a very popular Regularly activity due to easy 31% Kayaking 11% accessibility to many. Over Climbing 10% two thirds of people have 38% All markets position hill walking/full day previously participated on a walks as the second most popular activity Coasteering 6% holiday. Occasionally after gentle country walks. Rafting 6% KEY AGE GROUPS HIGH LOW Similar to gentle country walks, extreme Surfing 5% activities are unlikely to accompany hill- 35-44: 74% 75% 60% walking/full day walks. Instead, gentle Canyoning 5% 45-54: 73% walks, mountain biking and horse-riding 69% 68% Windsurfing 4% are preferred. France & Germany 4 Netherlands *Index measures participation relative to other countries Road Cycling Sample size = 863 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 32% 20% 13% 34% 41% 28% Activity % Index* ROAD CYCLING WITH… Rank Overall France 16% 107 5th France Germany Nether- UK USA Gentle Country Walks TOTAL lands 51% (2 hrs / 5 miles) Germany 8% 53 6th Mountain Biking 34% Netherlands 8% 53 5th REGULARLY/OCCASIONALLY PARTICIPATED ON UK 17% 113 3rd PREVIOUS HOLIDAYS Hill-Walking or Full day walks 32% US 23% 153 4th Of those interested in the Regularly Horse-riding 25% activity, 10% indicate they 10% regularly participate and Kayaking 12% 23% occasionally participate 23% Climbing 12% The US are also more likely than other in the activity on holiday. The markets to select this activity for a holiday US is a key market, and Surfing 9% to England. males over-index. Occasionally Canyoning 9% KEY AGE GROUPS HIGH LOW This activity is often paired with walking Rafting 8% activities. Mountain Biking and Horse- 25-34: 42% 45% 22% riding are also often chosen to Windsurfing 7% 35-44: 37% complement on a trip to England. 40% 26% Coasteering 7% USA Germany 5 *Index measures participation relative to other countries Mountain Biking Sample size = 982 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 41% 23% 18% 22% 32% 27% Activity % Index* MOUNTAIN BIKING WITH… Rank Overall France 21% 117 3rd France Germany Nether- UK USA Gentle Country Walks TOTAL lands 49% (2 hrs / 5 miles) Germany 17% 94 3rd Hill-Walking or Full day 36% Netherlands 15% 83 3rd REGULARLY/OCCASIONALLY PARTICIPATED ON walks PREVIOUS HOLIDAYS Road Cycling 28% UK 16% 89 4th US 19% 106 5th 38% of those interested in a Regularly Horse-riding 18% UK holiday involving outdoor 12% Climbing 16% activities have previously 26% participated in Mountain Kayaking 14% The French market are the most Biking whilst on holiday. interested in Mountain Biking in Occasionally France is a key market and Rafting 10% England with 22% choosing the activity males over-index. as part of a trip to England. Surfing 9% KEY AGE GROUPS HIGH LOW Walking and Road cycling are activities Canyoning 9% 25-34: 48% 50% 29% which are popular choices alongside Coasteering 8% mountain biking. Climbing and horse- 35-44: 47% riding are also of some interest. 46% 29% Windsurfing 7% France Germany 6 *Index measures participation relative to other countries Horse-riding Sample size = 798 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 17% 14% 16% 12% 15% 30% Activity HORSE-RIDING WITH… % Index* Overall Rank France 17% 100 4th Gentle Country Walks France Germany Nether- UK USA 62% TOTAL lands (2 hrs / 5 miles) Germany 17% 100 3rd Hill-Walking or Full day walks 33% Netherlands 12% 71 4th REGULARLY/OCCASIONALLY PARTICIPATED ON Road Cycling 21% PREVIOUS HOLIDAYS UK 14% 82 5th Mountain Biking 18% Regularly US 26% 153 3rd The proportion of people 10% who have taken part Climbing 15% whilst on holiday exceeds 22% general participation at Kayaking 13% The US shows great interest in taking part Occasionally home in horse-riding whilst in England, and it’s Surfing 9% the 3rd most popular activity for this group. Canyoning 8% KEY AGE GROUPS HIGH LOW There is only minor crossover with Coasteering 7% extreme sports. Those opting to go horse- 25-34: 38% 53% 24% riding are prone to complimenting this with Windsurfing 6% 35-44: 36% gentle country walks and hill-walking / full day walks. 28% 35% Rafting 6% USA UK 7 *Index measures participation relative to other countries Kayaking Sample size = 749 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 16% 17% 9% 8% 11% 33% Activity % Index* KAYAKING WITH… Rank Overall France 8% 89 6th France Germany Nether- UK USA Gentle Country Walks 53% TOTAL lands (2 hrs / 5 miles) Germany 6% 67 7th Hill-Walking or Full day walks 40% Netherlands 7% 78 6th REGULARLY/OCCASIONALLY PARTICIPATED ON Mountain Biking 28% PREVIOUS HOLIDAYS UK 11% 122 6th Regularly Horse-riding 26% US 11% 122 6th Regular kayaking goers are rare 8% Rafting 25% but over 20% indicate they 21% occasionally go kayaking whilst on holiday presenting a good Climbing 24% UK and US are more likely be interested in offering. US citizens are most kayaking during a trip to England, while Canyoning 22% likely to take part in kayaking. Occasionally Germany and Netherlands sit at the other end of the spectrum. Coasteering 21% KEY AGE GROUPS HIGH LOW Road Cycling 20% There are similar levels of crossover 25-34: 38% 49% 20% throughout suggesting that kayaking can Surfing 19% have crossover with a range of other 18-24: 37% activities during a UK trip. 31% 28% Windsurfing 19% USA Germany 8 *Index measures participation relative to other countries Climbing Sample size = 703 GENERAL PARTICIPATION IN ACTIVITY ACTIVITY CROSSOVER FOR ACTIVITY SELECTION FOR FUTURE TRIP TO ENGLAND FUTURE TRIP TO ENGLAND 16% 11% 17% 12% 16% 25% Activity CLIMBING WITH… % Index* Overall Rank France 8% 89 6th Gentle Country Walks France Germany Nether- UK USA 45% TOTAL lands (2 hrs / 5 miles) Germany 11% 122 5th Hill-Walking or Full day walks 36% Netherlands 6% 67 7th REGULARLY/OCCASIONALLY PARTICIPATED ON Mountain Biking 32% PREVIOUS HOLIDAYS UK 10% 111 7th Horse-riding 28% US 10% 111 7th Climbing participation is Regularly heavily skewed towards the 9% Kayaking 23% younger demographics. The 18% US exhibit a higher proportion Road Cycling 20% Germany, UK and US are most likely to of participation too with almost say they’d choose climbing as part of a trip 2 in 5 having taken part in Occasionally Surfing 17% to England. climbing whilst on holiday. Rafting 16% KEY AGE GROUPS HIGH LOW There is considerable crossover with Coasteering 14% climbing activity. Those interested in 18-24: 42% 37% 22% taking part in climbing whilst on a UK Windsurfing 13% express interest in a wide range of other 25-44: 38% activities.
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