Broad-Vegas Vacation Experience Entices Canadians



    Travelocity.ca's Recent "Canadians in Vegas" Poll Indicates Gambling Now
    Takes the Backseat to Live Entertainment

    TORONTO, July 7 /CNW/ - For Canadians, the big appeal of Las Vegas is not
what you may think. According to a poll by Travelocity.ca and Youthography,
the old Vegas of blackjack and one-armed bandits in casinos that never close
is no longer the most appealing aspect. Though gambling remains a draw, it is
the live entertainment - the revues, shows and lavish spectacles such as
Canada's own Cirque du Soleil - that drives Canadians to the city.
    Despite the cheap buffets, casinos and outlet shopping, it seems that the
bright splashy musicals and daring spectacles that established Broadway as a
tourist Mecca are now the driving force behind the "Broad-Vegas" trend. And
the appeal of the big marquee shows crosses generational boundaries, luring
both young and old alike. More than 60 percent of Canadians surveyed, in both
the 18 to 29 age group and those 50 years or older, rated the live shows of
Vegas their top aspect of interest, illustrating that despite their varying
interests, Canadians of all ages see live shows as Vegas' main attraction.
    Jennifer Gaines, Travelocity.ca's Contributing Editor, said the results
of the survey are in line with what they have observed in consumer behaviour.
"The live shows in Las Vegas still have that exotic sparkle," Gaines said.
"There is also that patriotic lure of seeing Canadian success stories like
Cirque du Soleil wow audiences from around the world."
    The casinos and the famous Vegas strip are still, of course, a close
second and third in interest for vacationers over 30 years old. Yet they are
not resonating as strongly with younger vacationers. Those from 18 to 29 years
ranked outlet shopping and amusement parks ahead of the Vegas strip.
    "It seems that younger Canadians are just less receptive to the promise
of hedonistic getaways than they are to the attractions of the emporium of
entertainments that Vegas has become," Gaines said. "It is all about
sophisticated play and fun, more than it is about the old 'Sin City'."
    There were few regional differences in the results, though two were of
note. Perhaps they only carry a torch for Celine Dion, whose former Vegas
headliner show was a sell-out for years, but Quebec residents were less
interested in other famous live performers than they were in amusement parks.
Western Canadians were almost 10 percent more attracted to cheap buffets than
Ontarians, an aspect of the Vegas experience that did not appeal at all to
Quebecers.

    
    Other survey results:
    -   81 percent of respondents indicated that they had either visited Las
        Vegas or were interested in doing so in the future.
    -   42 percent of respondents age 18-29 believe that you can strike it
        rich in Las Vegas, more than any other age demographic surveyed.
    -   57 percent of women see Vegas as a place to play like a kid during
        the day, whereas the nights are for grown ups only, versus 49 percent
        of men.
    

    The poll, which surveyed 1,000 respondents in Ontario, Quebec, the West
and Atlantic regions of the country, was fielded through a partner of
Youthography, a permission based, online database applied to 1,000 English
speaking Canadians aged 18 or older, and is accurate within 3.1 percent,
19 times out of 20.

    About Travelocity Global

    Travelocity(R) is committed to being the traveler's champion - before,
during and after the trip - and provides the most comprehensive and proactive
guarantee in the industry (www.travelocity.ca/guarantee). This customer-driven
focus, backed by 24/7 live phone support, competitive prices and powerful
shopping technology has made Travelocity one of the largest travel companies
in the world with gross bookings of more than U.S. $10 billion in 2007.
Travelocity also owns and operates: Travelocity Business(R) for corporate
travel; igougo.com, a leading online travel community; lastminute.com, a
leader in European online travel; and ZUJI, a leader in Asia-Pacific online
travel. Travelocity is owned by Sabre Holdings Corporation, a world leader in
travel marketing and distribution.





For further information:

For further information: John Delacourt, Thornley Fallis Communications,
(416) 515-7517 ext. 300, Delacourt@thornleyfallis.com; Mary-Margaret Jones,
Thornley Fallis Communications, (416) 515-7517 ext. 231,
mmj@thornleyfallis.com

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