Vancouver Island CYCLING Guide: ·
30,000 copies of “The
Vancouver Island Cycling Map and Guide” distribution system: PROFILES OF THE CYCLE TOURIST: MARKET DEMOGRAPHICS· Primarily age 30 to 55; 44% are age 30 to 45, 33% are age 46 to 55, 6% are age 56 to 65 and 17% are under age 30. · Professional – white collar jobs, most with annual incomes of over $60,000; 47% have annual incomes of $60,000 to $80,000., 18% have annual incomes of over $80,000., 12% have annual incomes of $40,000 to $60,000. and 23% have incomes under $40,000. · Bicycle tourists are white collar and use all types of accommodation; from camping to 5 star hotels, relying on cafes and restaurants along the route for supplies. · Enjoy eating out, canoeing/kayaking, hiking, theatre, shopping, museums/historic sites, water sports/swimming/beaches: the above represent the most popular interests in declining order of frequency, while other interests mentioned include sight seeing, golfing, skiing and walking. · Average length of stay; Cycling short breaks – 2 nights, long cycling holidays – 7.1 nights, all cycling holidays – 4.4 nights. · Leisure Cyclists represents 2/3 of the adult working population; who cycle for recreation and leisure. These folks prefer bike lanes and separate multi-use trails, and would sign up for a guided tour with rented bikes. Knowing Your Market: Profiles of Cycle TouristsYour travel market belongs to one of 6 groups: Groups 1,2, and 3 are mostly in the 30 to 55 age brackets, while 4 and 5 are younger (20 to 40) Leisure Cyclists: This group represents the majority (2/3) of the adult working population, who cycle sometimes for recreation and leisure, but not transportation. These folks prefer bike lanes or separate multi-use trails, and would sign up for a guided short tour with rented bikes. Cycling is a secondary reason for visiting the region, and family participation is important. Recreational Cyclists: This group represents about 25% of the working adult population, who cycle primarily for recreation and sometimes for transportation (to work, utility trips). They also prefer bike lanes and separate trails, and would appreciate a longer, guided tour than the ‘leisure cyclists’. Aside from half or full-day trips, they may also be interested in a guided, beginner multi-day tour. This group also rents bikes but may bring their own. Cycling could be either a primary or secondary reason for visiting the region, and family participation is important. Touring Cyclists: This relatively smaller group cycles regularly for transportation and recreation, and has an above-average fitness level. Cycling is their primary reason for visiting the region, and they are looking for multi-day guided trips. Some of these folks may also tour on their own, and stop in en route. They bring their own bikes, and are usually in couples, groups or solo (ie: no kiddies in tow). Mountain Bikers: These folks are looking for more of a challenge & an adventure. They are generally younger, male, and more fit than Leisure and Recreational Cyclists. While some are destination MB tourists would be regular mountain bikers, coming here specifically to ride at Hartland (or elsewhere), others may like to have a guide, or to take lessons. Races are also an attraction. Event-Cyclists. People who participate in cycling events can be from groups 2 to 5, depending on whether the event is recreational or competitive. Types of cycling events include mountain-bike or road-racing (eg: Bastion Square Grand Prix), triathalons, fundraising rides (eg: Cops for Cancer), community (Mount Tolmie Community Ride) and long-distance rides.
Non-Cyclists: Those who for whatever
reason, cannot or will not cycle (but represent a very small percentage
overall). |