Travel Intentions Study Topline Report

Transcription

1 A2040 A2040 Travel Intentions Study Topline Report Wave 13 - March 2010 Sponsored by: Ontario Tourism Marketing Partnership Corp. FedNor Industry Canada Ontario Ministry of Tourism Tourism Toronto Presented: March 29th, 2010

2 Background This wave of Travel Intentions tracking draws comparisons with previous ruary waves. This gives us a sense of trending with seasonality effects removed. Research in ruary 2010 was conducted online with sample drawn from our Canadian and US Online Access Panels. 2,150 in Canada (Ontario, Montreal, Quebec City and Winnipeg) 5,109 in the US (Near and Mid) An online approach has been used since ruary and earlier studies were conducted exclusively by telephone. Data collection methodology effects have been controlled for where appropriate. 2

3 Executive Summary

4 Summary The Canadian and American environments for travel currently stand in contrast to each other. General interest in travel (next 12 months) has waned in the US. Why? Some reasons A deeper recession in the US and the continued instability of personal finances and employment prospects; A relatively weak American dollar may further limit the appetite for taking pleasure trips; The passport/border issue continues to have a suppressing effect on cross-border travel to Ontario. Only a small minority of US travelers overtly identify it as a barrier, but it does clearly persist. 4

5 Summary (cont d) All potential destinations are affected by current US dispositions. As far as the spring season goes, the impact on Ontario is likely to be modest. Many of the core Near Markets have held up quite well vs. last year with respect to interest expressed in Ontario travel. And the domestic market continues to be very buoyant in terms of fuelling Ontario travel volume this spring. The net outcome of these trends is that Ontario, as a travel destination, has continued to grow increasingly reliant on the domestic market to support its tourism industry. This support appears to be quite well entrenched. No destination beyond Ontario has seen the same sustained lift in intentions among domestic residents over the past three years. 5

6 Summary (cont d) While the domestic outcome is a positive one, it is also suggestive of vulnerability. The Canadian economy is improving. The Canadian dollar has retained near-parity with its US counterpart over an extended period of time. Ontario residents and other Canadians may soon become more interested in looking to the US and beyond for attractive travel alternatives. This may be particularly true among those who have tended to stay close to home in the recent past and may now have an appetite for something more exotic. 6

7 Summary (cont d) Ontario s brand image has seen improvement among Canadians. Gains over the past few years have been sustained with respect to lots to see and do unique and different easy...and more recently, safety from global terrorism threats. These developments are consistent with the strong marketing focus on the Domestic market during the recent past. Indeed, the only trending exception is Ontario s reputation for safety. Here, issues of crime represent a point of softness. This is largely related to non-gta resident s perceptions of Toronto. In the US, there are indications of a positive Olympic effect insofar as Ontario s overall image score has seen modest improvement. 7

8 Summary (cont d) For the most part, though, the situation is static. And there are signs of recent erosion with respect to safety and ease of access (dealing with the border and WHTI). Still, scores in the US remain quite positive on a number of key attributes, including diversity of experience friendliness fun entertainment and, uniqueness. In all of these cases, the province s score on the attribute is well above what it achieves in terms of overall brand assessment. This suggests that these dimensions can offer immediate brandbuilding support. Value-for-the-money impressions have not altered in the US, despite the current exchange rate. Recognition of Ontario s intrinsic value? Possibility of sticker shock? 8

9 Summary (cont d) Broad Recommendations: Continue to work toward sustaining domestic momentum through the immediate future. Build a longer term strategy to position Ontario for growth in the US when conditions improve. Americans acknowledge their lack of familiarity with Ontario's current offer and are open to learning more. Work toward removing or reducing constraints in the US particularly as they relate to ease of access. 9

10 Travel Intention Trends

11 Trend in General Travel Intentions and Propensity to Travel 100 Percent of Americans % % 67% 67% 66% 66% 67% 60% Plan to travel in next 12 months % '04 22% 21% 21% 20% '05 '06 '07 '08 19% '09 26% '10 Non-Travelers (Have not traveled overnight in past 2 years and plan not to do so in next 12 months) Q. Are you considering taking an out-of-town trip of one or more nights away from home in the next 12 months? Q. How, if at all, have your travel plans changed over the past two years? Are you inclined to? 11

12 Trend in General Travel Intentions and Propensity to Travel 100 Percent of Canadians 80 65% 64% 62% 66% 69% 68% 67% Plan to travel in next 12 months 60 % % '04 24% '05 24% '06 21% '07 20% 22% 19% '08 '09 '10 Non-Travelers (Have not traveled overnight in past 2 years and plan not to do so in next 12 months) Q. Are you considering taking an out-of-town trip of one or more nights away from home in the next 12 months? Q. How, if at all, have your travel plans changed over the past two years? Are you inclined to? 12

13 Rationale for Not Traveling in the Next 12 Months In this coming season In brackets: difference vs. 09. In this coming season Total American Adults 49% (-7%) 57% (+3%) 40% (+7%) Do not plan to travel in next 12 months 11% (±0%) Not this coming season Total Canadian Adults 33% (+1%) Do not plan to travel in next 12 months 10% (-4%) Not this coming season Why not?*. Americans 10 vs. 09 Canadians 10 vs. 09 Financial Reasons Gen. fin. reasons ±0 Too expensive Economy/recession 4-4 n/a n/a Unemployed Personal Reasons 19 ± Too busy Health reasons Lack of Interest No plans yet *Based on response to open-ended question. Figures in are significantly higher versus 09. Those in are significantly lower. 13

14 Intended Travel Patterns Of US Residents Spring Season Percent Of Total US Adults Stating Intend To Travel To March-May 06 % 09 % 10 % Destinations: Within Own State Elsewhere In US Ontario Toronto Niagara Falls Elsewhere in Ontario Other Canada Mexico/Caribbean Other Country Significant increase versus 06 at 95% Significant decrease versus 06 at 95% Figures in red are significantly lower versus 09 14

15 Ontario Spring Travel Intention Incidence By Specific US Market Significant at.05 Percent Of Adults In Stating Intend To Travel To Ontario During March-May As of 09 As of 10 Change 09 to 10 Buffalo % Rochester % Syracuse % New York City % Pittsburgh % 5 5 ±0 Detroit % Cleveland % Boston % Washington DC % 6 6 ±0 Cincinnati % Milwaukee % Indianapolis % Chicago % Philadelphia % Minneapolis % 4 4 ±0 Total US %

16 Intended Travel Patterns Of Canadian Residents Spring Season Percent Of Total Canadian Adults Stating Intend To Travel To March-May 06 % 09 % 10 % Destinations: Ontario Toronto Niagara Falls Elsewhere in Ont Other Canada United States Mexico/Caribbean Other Country Significant increase versus 06 at 95% Figures in blue are significantly higher versus 09 16

17 Ontario Spring Travel Intention Incidence By Specific Canadian Market Percent Of Adults In Stating Intend To Travel Within Ontario During March-May As of 09 As of 10 Change 09 to 10 Quebec City % Montreal % Ottawa % Toronto % Other Ontario % Winnipeg % Total Canada % Significant at.05 17

18 Brand Impressions

19 Rating Ontario For Specific Imagery Characteristics Average score* among travelers in each case Statistically significant increase at U.S To 10 Statistically significant decrease at.01 Canada Difference Difference 09 To To To 10 Safe from terrorists Safe from crime Familiar place N/A N/A 4.8 N/A N/A N/A N/A 8.0 N/A N/A Good value for money ± Lots to see and do ± Friendly ±0.0 Don t have to worry about health (issues) ± Can drive there/easy to get to Offers interesting travel experiences N/A N/A 7.4 N/A N/A N/A N/A 8.0 N/A N/A Offers different or unique experience Having fun & being entertained N/A N/A ±0.0 N/A N/A +0.2 Would recommend visiting N/A N/A -0.1 N/A N/A +0.1 Overall rating for pleasure travel ± *Average rating on 10-point scale. 19

20 Rating Ontario For Specific Trip Types Average score* among travelers in each case U.S. Canada Difference Difference 09 To To To To 10 Enjoy nature/outdoors ± ±0.0 ±0.0 Arts, culture and history Resort trip ± ±0.0 Touring trip ±0.0 Big city trip Statistically significant increase at.01 Statistically significant decrease at.01 *Average rating on 10-point scale. 20

21 Impact Of Negativity Specific To Ontario

22 Are there any specific events or issues that you have heard about that make you less inclined to travel to Toronto, Niagara Falls or other places in Ontario? Percent of Americans aware of Ontario What are these specifically? Change vs. 09 No 93% 7% Yes Passport requirements Cost 11% 20% +4% ±0% Difficulty/delays at the border 8% +1% 8% in 09 Not friendly Issues of safety/ violence/security 2% 4% +1% -9% Statistically significant increase at 95% level of confidence. Statistically significant decrease at 95% level of confidence. Q21A. You may have already mentioned this, but apart from your own personal circumstances or your general interest in Ontario, are there any specific events or issues that you have heard about that make you (less inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario? Q21B. What are these issues specifically 22

23 Are there any specific events or issues that you have heard about that make you less inclined to travel to Toronto, Niagara Falls or other places in Ontario? Percent of Canadians What are these specifically? Change vs. 09 Issues of violence/crime 32% -2% No 83% 17% Yes Cost/expensive Not friendly Too much traffic 4% 3% 9% -3% -1% -7% Communication problems 3% ±0% 19% in 09 Crowded Gun ownership Diseases (net) 2% 2% 1% +1% ±0% ±0% Pollution 1% -1% Statistically significant decrease at 95% level of confidence. Q21A. You may have already mentioned this, but apart from your own personal circumstances or your general interest in Ontario, are there any specific events or issues that you have heard about that make you (less inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario? Q21B. What are these issues specifically 23

24 Social Media Supplement

25 Frequency of Social Media Use Among Internet users Frequency of Social Networking Among Americans Among Canadians Daily 41% 43% 42% 44% At least once a week 18% 18% 23% 22% Less than once a week 15% 16% 15% 14% Don t use 26% 23% 21% 20% Total Travelers Total Travelers QSN2. How often do you use any social media? (such as blogs, Facebook, My Space, Tripadvisor, Twitter, YouTube, or similar sites) 25

26 Likelihood of Using Social for Travel Related Purposes Among social media users Likelihood (Top-2 Boxes) Among Americans Among Canadians Solicit travel advice on social networking sites 16% 19% Share vacation photos or videos on publicly accessible sites Post vacation pictures on sites where you can control who has access 19% 42% 21% 42% Read user reviews posted on travel-specific sites 30% 36% "Tweet" while on a trip 11% 10% Access social media sites via Smartphone/ laptop to aid with vacation decisions 27% 27% Post trip reviews on public access travel websites 13% 17% Post trip reviews on sites where you have control over who sees the post 22% 29% Blog about recent travel 13% 16% Subscribe to an online travel newsletter Join a Facebook Fan Page belonging to a travel destination or attraction QSN5. Using a scale from 1 to 5, please indicate how likely you would be to do each of the following, where 5 means "Very likely" and 1 means "not at all likely". Statistically significant at 95% level of confidence. 15% 21% 22% 22% 26

27 Influence of Social Media On Travel Planning Among social media users Among Americans Influence (Top-2 Boxes) Among Canadians Selecting a travel destination Selecting a hotel or other accommodations Selecting an airline or other transportation Determining trip activities or attractions Choosing restaurants at your travel destination Selecting when to travel 22% 27% 17% 28% 27% 19% 28% 34% 26% 33% 30% 24% QSN6. Using a scale from 1 to 5, please indicate how influential these sources are, where 5 means "Very influential" and 1 means "not influential at all". Statistically significant at 95% level of confidence. 27

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