Travel Intentions Study Wave 17 Survey Conducted: February, 2013

Transcription

1 Travel Intentions Study Wave 17 Survey Conducted: ruary, 2013 Presentation Date: April 10 th, 2013 TNS

2 1 Overview And Growth Summary 2

3 TNS Growth Map Your business issues The OTMPC is mandated to help operators and RTOs grow the province s tourism industry. The goal is to become one of the world's preferred destinations and to double tourism receipts by The challenges are also significant. Border crossings from the US remain suppressed since the economic downturn. Currency rates and passport requirements suppress conversion of US interest. Currency parity and more generous Canadian duty-free rules encourage outbound travel. In this environment, it is critical to manage priorities and investments for the Spring/ Summer by Understanding short-term travel intentions. Appreciating the nature of perceived strengths and weaknesses of the offer. The goal is to stimulate loyalty and new spend (especially in the domestic market) and attract new visitors (principally in the US). 3

4 Growth Summary Growth insights Ontario s draw as a destination has remained stable overall, but progress has been uneven geographically a largely unplanned outcome. Maintaining excitement and frequent repeat visitation in the domestic market is critical. However, unique and different remains a second tier attribute in the image profile. The tourism regions (and the North as a whole) are, for the most part, neither clearly defined nor fully appreciated by travellers. But, the notion of Ontario regions is alluring. There is evidence, though, that a number of consumer segments offer strong prospects as growth catalysts for Ontario as a whole and the regions specifically. The Explorer groups stand out in this respect as do Knowledge Seekers, longer term. Sports Lovers and Aces offer potential within certain regions. Even though it is a core element of the offer, Toronto has an overall tourism image that is weaker than its rating scores for specific tourism attributes. This likely results from antipathy, domestically. Trip booking tends to lag intent to visit destinations in Ontario. Booking is often left to the last minute or thought unnecessary. Culinary experiences and easy access to unique natural environments/landscapes offer growth potential. 4

5 Growth Summary Precise plans for growth Adopt a more granular targeted marketing approach in terms of both geography and consumer types to achieve more control and better return on investment. Invest in the regional brands since they are the manifestations of the range of unique bundled experiences that can be directed to specific consumer segments. Then focus on geographic source markets where targeted consumer segments are most likely to be found. For Ontario, The Explorer segments, Nature Lovers and Knowledge Seekers should be prioritized as should Sports Lovers and Aces selectively. From an OTMPC perspective, consider the regions collectively rather than individually. The combination offering the most impact and reach should be the main targets for marketing investment. This may mean giving less attention to the immediate promotion of others. Ensure unique/different has a central role in engagement of domestic travellers. Here too, leverage the regions as tangible proof points of the diversity of unique bundled experiences 5

6 Growth Summary Precise plans for growth (cont d) Communicate tangible and specific experiential proof points to anchor all regions, Toronto included. Do not assume that the brand conveys the necessary detail. Secure commitment and ensure better conversion of interest by... Offering early booking incentives. Using online assets to complete the transaction from discovery through to booking. Encourage development and promotion of culinary experiences (especially as an enticement to premium segments and potential US visitors). Also consider development of new product offering easy access to unique natural environments. 6

7 2 Detailed Results 7

8 An Online Survey With Large Samples 5,356 US Near & Mid 1,346 Ontario 502 Montreal & QC 304 Winnipeg 8

9 3 Propensity To Travel & Trip Planning 9

10 Trend In General Travel Intentions And Propensity To Travel 100 Percent of Americans % % 67% 67% 66% 66% 67% 60% 61% 61% 61% Plan to travel overnight in next 12 months % 22% 21% 21% 20% 19% 26% 26% 27% 27% '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 Non-Travellers (Have not travelled overnight in past 2 years and plan not to do so in next 12 months) 10

11 Trend In General Travel Intentions And Propensity To Travel 100 Percent of Canadians % % 64% 62% 66% 69% 68% 67% 71% 73% 72% Plan to travel overnight in next 12 months % 24% 24% 21% 20% 22% 19% 18% 18% 16% '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 Non-Travellers (Have not travelled overnight in past 2 years and plan not to do so in next 12 months) 11

12 Intent To Take Overnight Trip In March/May To Any Destination Percent of American and Canadian adults Americans Canadians 54% 53% 52% 56% 56% 49% 50% 52% 51% 57% 60% 62% 62% 52% 52% 54% 55% 55% '05 '06 '07 '08 '09 '10 '11 '12 '13 '05 '06 '07 '08 '09 '10 '11 '12 '13 12

13 Intent To Take Overnight Trip In March/May To Any Destination Percent of American and Canadian adults Americans Fewer Trips More Trips Canadians Fewer Trips More Trips Short weekend trips (-6) 24% 10% (±0) (-4) 26% 14% (±0) Longer trips of 4 or more nights away from home (-5) 28% 6% (-1) (-5) 29% 9% (-3) Trips within own state/province (-6) 25% 9% (-1) (-3) 28% 12% (-1) Trips outside of own state/province (-6) 29% 10% (+1) (-5) 30% 11% (-1) Trips out of the country (-4) 21% 5% (±0) (-6) 29% 10% (-2) Trips to new destinations (-8) 29% 10% (±0) (-6) 31% 13% (+2) Trips to places you ve visited before (-7) 30% 6% (±0) (-4) 35% 8% (-2) Statistically significant decrease vs. previous wave at 95% Figures in bracket represents differences vs

14 4 Travel Intention Details 14

15 Intended Travel Patterns Of US Residents This Spring Season Percent of US adults stating intent to travel to specific destinations in March/May Destinations: Within Own State % Diff. Versus. 12 %. 06 % Elsewhere In US 41% ±0 ±0 Ontario Toronto Niagara Falls Elsewhere In Ontario Other Canada Mexico/Caribbean Other Country 8% 4% 5% 4% 4% 6% 5% ± ± Statistically significant positive change Statistically significant negative change 15

16 Ontario Travel Intention Incidence By Specific US Market As Of 13 Percent Of Adults In Each Market Stating Intent To Travel To Ontario During March - May Change 11 to 13 Change 12 to 13 During June - Aug As Of. 13 Change. 12 To 13 Buffalo % Rochester % Syracuse % New York City % Pittsburgh % ±0 Detroit % Cleveland % Boston % 7-3 ±0 3-4 Washington % 7 ± Cincinnati % Milwaukee % Indianapolis % Chicago % Philadelphia % Minneapolis % Total US % 8 +1 ±0 6 ±0 Statistically significant increase at 95% Statistically significant decrease at 95% 16

17 Intended Travel Patterns Of Canadians This Spring Season Percent of Canadian adults stating intent to travel to specific destinations in March/May Destinations: Ontario Toronto Niagara Falls % 20% 41% Diff. Versus. 12 %. 06 % Elsewhere In Ontario 30% Other Canada 18% United States 29% Mexico/Caribbean Other Country 13% 12% Statistically significant positive change 17

18 Ontario Travel Intention Incidence By Specific Canadian Market As Of 13 Percent Of Adults In... Stating Intent To Travel Within Ontario During March - May During June - Aug Change 11 to 13 Change 12 to 13 As Of. 13 Change. 12 To 13 Quebec City % Montreal % Ottawa % Toronto % 53 ± Other Ontario % Winnipeg % Total Canada % Statistically significant increase at 95% Statistically significant decrease at 95% 18

19 Potential Volumetric Impact Of Stated Spring/Summer Intentions Projected number of adults in each source market intending to visit Ontario in the Spring and/or Summer (in 000s) Total Canada Total Ontario 6,564 6,739 6,585 5,566 5,869 5, Total US 7,899 7,780 6,985 19

20 5 Next Trip To Ontario 20

21 Details Of Next Pleasure Trip Among Americans Percent of Americans intending to visit Ontario on pleasure in March-May Destination 13 Change Vs Trip Type Change Vs. 12 Toronto 20% +1 Big City 57% +2% Niagara Falls 16% -1 Nature/ Outdoor 56% -9% Ottawa 3% +2 Arts/Culture/ History 50% -16% Windsor 3% +2 Touring 43% -14% Niagara-onthe-Lake 1% ±0 Resort 39% +5% Thunder Bay 1% +1 VFR 37% -1% Don t Know 44% -4 Combined Bus. & Pleasure 16% -8% Statistically significant decrease at 95% vs.. 12 Note: Only destination with at least 1% response in 13 shown. 21

22 6 Perceptions Of Ontario 22

23 Rating Ontario For Specific Imagery Characteristics Average score* among travellers in each case U.S.. 13 Difference 06 To 12 To Canada. 13 Difference 06 To 12 To # # # # # # # # # # Safe from terrorists ±0.0 Safe from crime Familiar place N/A N/A -0.1 N/A N/A -0.1 Good value for money ±0.0 ± ±0.0 Lots to see and do Friendly ±0.0 Don t have to worry about health (issues) ± ±0.0 ±0.0 Can drive there/ Easy to get to ±0.0 Offers interesting travel experiences N/A N/A +0.1 N/A N/A -0.1 Offers different or unique experience ±0.0 Having fun & being entertained N/A N/A +0.1 N/A N/A -0.4 Would recommend visiting N/A N/A +0.2 N/A N/A -0.1 *Average rating on 10-point scale. 23

24 Rating Ontario For Specific Imagery Characteristics Average score* among travellers in each case U.S.. 13 Difference 06 To 12 To Canada. 13 Difference 06 To 12 To # # # # # # # # # # Safe from terrorists ±0.0 Safe from crime Familiar place N/A N/A -0.1 N/A N/A -0.1 Good value for money ±0.0 ± ±0.0 Lots to see and do Friendly ±0.0 Don t have to worry about health (issues) ± ±0.0 ±0.0 Can drive there/ Easy to get to ±0.0 Offers interesting travel experiences N/A N/A +0.1 N/A N/A -0.1 Offers different or unique experience ±0.0 Having fun & being entertained N/A N/A +0.1 N/A N/A -0.4 Would recommend visiting N/A N/A +0.2 N/A N/A -0.1 Overall rating for pleasure travel Statistically significant increase at 95% Statistically significant decrease at 95% *Average rating on 10-point scale. 24

25 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? No 82% 18% Yes Issues of violence/ crime Cost/expensive Too much traffic 4% 7% 26% Change vs % -10% +2% Too many people/ Crowded 3% -4% 17% in 12 Not friendly Touristy 3% 3% ±0% ±0% Hostile towards francophones 2% ±0% Bad weather 2% ±0% 26

26 7 RTO Awareness and Visitation 27

27 Level Of Familiarity With RTOs Percent of Americans stating very/somewhat familiar 4% 3% 8% 3% 6% 4% 5% 6% 9% 24% 5% 13% 40% 6% 6% Note: FedNor classifies RTO12 as part of Northern Ontario. 28

28 Level Of Interest In Next 2 Years Travel By RTO Percent of Americans who are very/fairly interested in visiting next 2 years 10% 10% 16% 8% 14% 10% 10% 13% 14% 29% 13% 20% 38% 14% 14% Note: FedNor classifies RTO12 as part of Northern Ontario 29

29 Level Of Familiarity With RTOs Percent of Canadians stating very/somewhat familiar 38% 26% 49% 25% 36% 35% 39% 33% 48% 73% 21% 52% 72% 20% 22% Note: FedNor classifies RTO12 as part of Northern Ontario 30

30 Level Of Interest In Next 2 Years Travel By RTO Percent of Canadians who are very/fairly interested in visiting next 2 years 46% 36% 51% 33% 37% 43% 34% 35% 35% 59% 29% 49% 66% 28% 29% Note: FedNor classifies RTO12 as part of Northern Ontario 31

31 Change In RTO Metrics & Potential Among Americans Percent Of American Adults Stating... Interested In Next Familiarity (Very/Somewhat) Visited In Past 2 Years 2 Years (Very/Fairly) Change Change Change As Of 12 to As Of 12 To As Of 12 to % % % % % % Ratio Of Past 2 Year Visitation To Next 2 Years Interest # RTO ± RTO 2 40 ± RTO 3 9 ±0 2 ± RTO 4 6 ± ±0 6.5 RTO RTO ± RTO 7 4 ±0 1 ± RTO ± RTO ± RTO ± RTO ± RTO 12 4 ±0 1 ± RTO 13a ±0 14 ± RTO 13b ± RTO 13c

32 Change In RTO Metrics & Potential Among Canadians Percent Of Canadian Adults Stating... Interested In Next Familiarity (Very/Somewhat) Visited In Past 2 Years 2 Years (Very/Fairly) Change Change Change As Of 12 to As Of 12 To As Of 12 to % % % % % % Ratio Of Past 2 Year Visitation To Next 2 Years Interest # RTO RTO RTO RTO RTO RTO 6 39 ± RTO RTO RTO RTO ± RTO ±0 2.6 RTO RTO 13a RTO 13b RTO 13c

33 8 Toronto Detail 34

34 Toronto Spring Travel Intention Incidence By specific US market Percent Of American Adults In Each Case Stating Intent To Travel To Toronto During March/May As of 13 Change 12 to 13 TOTAL US % 4-1 TOTAL CANADA % 20-3 Montreal % Chicago % 8 +4 Milwaukee % 8 +5 New York City % 9 +3 Ontario (Outside Toronto/Ottawa) % 27-5 Buffalo % 7-5 Rochester % 6-7 Syracuse % 5-4 Pittsburgh %

35 Toronto s Perceived Strengths & Weaknesses Among Americans Lots for adults to see and do 7.7 Restaurants 7.6 Friendly People 7.6 Pro Sports 6.9 Lots for kids to see and do 7.0 Among Canadians Lots for adults to see and do 8.0 Restaurants 8.0 Theatre/Performances 8.0 Galleries/Museums 7.9 Shopping 7.9 Pro Sports 7.9 Average Of All Attributes = 7.3 Overall Score As Pleasure Travel Destination = 7.3 Friendly People 7.1 Average Of All Attributes = 7.7 Overall Score As Pleasure Travel Destination =

36 9 Niagara Falls Detail 37

37 Niagara Falls Spring Travel Intention Incidence By Specific US Market Percent Of American Adults In Each Case Stating Intent To Travel To Niagara During March/May As of 13 Change 12 to 13 TOTAL CANADA % 20-3 TOTAL US % 5-1 Ontario Beyond Toronto & Ottawa % Cincinnati % 8 +6 Buffalo % 10-5 Syracuse % 10-3 Pittsburgh %

38 Booking Activity For Planned Ontario Spring Trip Percent of those planning pleasure trip to NIAGARA FALLS March/May 12 Americans Canadians No Booking Necessary Don t know Don t know Any Aspect 4% 2% Booked [4%] 14% No Booking [2%] 16% 17% [12%] Necessary 25% [16%] [11%] [16%] Any Aspect Booked No Aspect Booked 65% [73%] No Aspect Booked 58% [66%] [ ] ruary 12 figures in brackets 39

39 10 Northern Ontario Detail 40

40 Intent In Taking Trip To Northern In Next 12 Months Among travellers in each market who have ever been to Ontario Total US Near/Mid 5% (-1%) Percent Stating Don t Know Much About It 69% Northern Michigan 6% (+6%) 50% Minnesota/Wisconsin 4% (-13%) 63% Ontario 20% (+2%) 33% Manitoba 18% (+5%) 47% Quebec 5% (+2%) 67% (Change Vs.. 12) 41

41 Northern Ontario s Perceptual Strengths & Weaknesses Average score out of 10 among those with some understanding of Northern Ontario Among Americans Enjoy Nature 8.0 Clean Environment 7.9 Unique Experience 7.9 Fishing 7.6 Hunting 7.4 Friendly 7.4 Can Drive There 6.6 Resort Trip 6.8 Having Fun 6.8 Lots To See/Do 7.0 Value For Money in. 12 Among Canadians Enjoy Nature 8.3 Fishing 8.1 Clean Environment 8.0 Hunting 7.9 Unique Experience 7.5 Friendly 7.5 Can Drive There 6.5 Having Fun 6.5 Lots To See/Do 6.8 Value For Money 6.9 Resort Trip 7.0 Average Score For Specific Attributes = 7.3 Overall Rating for Pleasure Travel = 7.3 Average Score For Specific Attributes = 7.4 Overall Rating for Pleasure Travel =

42 Unprompted Awareness Of Specific Things To See And Do In Northern Ontario ( '13) Percent of Americans aware of Ontario Nature/Wildlife Viewing (net) 6% (±0%) Fishing/Hunting 4% (-1%) Camping 1% (-1%) Hiking 1% (-1%) None/Don't Know 85% (+2%) (Change Vs.. 12) 43

43 11 Potential New Tourism Attractions 44

44 Attractions Would Add If In Charge Of Ontario Tourism (Unaided) Percent of American and Canadian adults Better Tourist Infrastructure (Net) Outdoor Pursuits (Net) Nightlife/Restaurants (Net) Amusement Park Festivals/Events (Net) Museums/Historical Sites (Net) Americans 3% 2% 1% 2% 1% 1% Canadians 9% 4% 3% 2% 2% 2% Nothing/Don't Know 81% 62% 45

45 The Impact Of Specific Attractions On Visiting Ontario Percent of Americans who would be far more/a little more interested in visiting Cruise on the Great Lakes Public aquarium Tree-top experience Botanical garden and resort Science and technology themed amusement park Luxury barge cruise on river or canal Large amusement park/resort Heritage attraction Aboriginal (or Native Canadian) attraction International music festival Premium outlet mall Musical attraction such as a museum exploring a popular music genre Covered four-season water park Covered four-season indoor ski hill % % 50% 46% 44% 43% 43% 42% 41% 40% 36% 36% 36% 35% 46

46 The Impact Of Specific Attractions On Visiting Ontario Percent of Canadians who would be far more/a little more interested in visiting Cruise on the Great Lakes Public aquarium Luxury barge cruise on river or canal Science and technology themed amusement park Botanical garden and resort Heritage attraction Tree-top experience Large amusement park/resort International music festival Premium outlet mall Covered four-season water park Musical attraction such as a museum exploring a popular music genre Aboriginal (or Native Canadian) attraction Covered four-season indoor ski hill % 38 71% 68% 63% 63% 62% 62% 60% 58% 58% 56% 56% 55% 53% 47

47 12 Culinary Tourism 48

48 Ontario And Culinary Travel Percent Of Adults Who Take Trips With Culinary Component Their Rating Of Ontario As Culinary Destination (10-Point Scale) Americans 40% 6.8 Canadians 47%

49 Familiarity With Ontario For Culinary Offerings Among American and Canadian adults who participated in Culinary trip Americans Canadians 39% 2% 10% 8% 35% 36% Very Familiar Fairly Familiar Not Very Familiar Not At All Familiar 50% 15% 2% Don t Know 3% 50

50 Familiarity With Ontario Wine Regions Among American and Canadian adults who participated in Culinary trip Americans Canadians 9% 2% 7% 26% 62% 38% 35% 16% 2% Very Familiar Fairly Familiar Not Very Familiar Not At All Familiar Don t Know 3% 51

51 13 Traveller Segments 52

52 Introducing The 12 Travel Segments Pampered Relaxers This segment is defined by an orientation toward pampering and resort life experiences. This very often involves beach experiences, water and sun destinations in winter. For this segment, vacations are a time to relax and reenergize often through highend sophisticated activities. Sports Lovers This group, skews more male, and is driven by a love of sports, either watching or participating. By the nature of their passion these people describe themselves as more active and energetic than most. In reality their sports are not necessarily extreme more in keeping with what is readily available, and more likely to be organized team sports and golf. Knowledge Seekers Travellers in this segment are looking to appreciate and understand the places they visit. Their trips are typically about expanding their knowledge and stimulating their minds rather than resting and relaxing. They are driven by a desire to explore culture, history, architecture and natural landmarks and often focus on sight-seeing, museums, galleries and historical sites. Up & Coming Explorers This is a youth-oriented group that is on its way up in the world. These travellers are emerging into a new lifestage, often characterized by greater affluence and new opportunities. Visible minorities and immigrants often fall into this segment. Travel is not about connecting with family or friends. While these people often want to be adventurous and energetic their travel experiences often start with what is nearby and typically with core tourist attractions. Ontario is popular with this group and visitation is typically very recent. Connected Explorers This segment has a psychological need to take a break from the everyday and be exposed to new experiences and knowledge. They are committed to expanding their horizons through travel. Interestingly, the Internet and new technologies are key instruments in facilitating these travel interests & experiences. They research, book and share travel experiences through new technologies before, during and after trips. Aces Predominantly driven by a love of gaming and gambling, this segment loves casinos and the related ambiance that provides them with a sense of escape. For this group, the casino resort environment provides them with a sense of indulgence and escape as everything to have fun is located close at hand. 53

53 Introducing The 12 Travel Segments (cont d) Outgoing Mature Couples Skewing strongly toward seniors and those in retirement, these travellers are driven by a desire to maintain their vitality and connection with the world. They are not particularly adventurous, rather they want to maintain their vitality often by interacting with new people (travellers and locals alike). It is important to them to feel competent and vital. Family Memory Builders This is a segment driven by families with children <18. They want a playful vacation that is centred around building family memories and strengthening the bonds. Activities such as theme parks allow the family to have fun and build these lasting memories. Mellow Vacationers This segment wants to unwind on vacation, and relaxed and low key experiences are their preference. This group doesn t want itineraries or to do anything new or unusual. They want travel experiences that set them at ease. They aren t activityoriented and often travel as a couple. Nature Lovers This is a consumer segment attracted to outdoor experiences aligned to Ontario s quintessential parks & lakes offering. Camping and associated activities, e.g., hiking, canoeing, fishing are key interests for this group. The majority classify as nature lovers. Activities align with the recreational aspects of the outdoors and not necessarily the extreme aspects of the outdoors, e.g., avid angling or hunting. Not surprisingly, the travel style is basic with camping prevalent. Solitaires This group of largely single people often travel alone. They are quiet and reserved people, whose travel experiences and budgets are often quite basic. While they often connect with acquaintances or family at the destinations they choose, they are introspective people. If they gravitate to any forms of activity, they tend to be those that can be enjoyed in isolation and align with inward thinking (museum, galleries). Youth Socializers This is a typical youth segment driven by a love of socializing with friends on vacations, often on a limited budget. This is a group that wants to have fun and unwind on vacation and this is best achieved by spending time in a group and sharing experiences with others. 54

54 Ontario Spring Travel Intention Incidence by Segment: US Among American Past 12 Month Travellers Intention to Visit: Ontario Toronto Niagara Falls 55

55 Ontario Spring Travel Intention Incidence by Segment: Canada Among Canadian Past 12 Month Travellers Intention to Visit: Ontario Toronto Niagara Falls 56

56 Overall Rating Of Toronto For Pleasure Travel Average score* among past-12-month travellers in each case Travellers Residing In: US Canada 57

57 Overall Rating Of Northern Ontario For Pleasure Travel Average score* among past-12-month travellers in each case Travellers Residing In: US Canada 58

58 Thank you! 59