Fall Brand Tracking New York City

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1 Brand Tracking New York City

2 Methodology & Sample Profile Methodology Eligibility Fielding Sample Size Online survey Overnight Pleasure travelers (Have taken an overnight pleasure trip in the past two years or plan to take an overnight pleasure trip in the next two years). Residents of New York City. : September 22 nd - October 3 rd, n=1,000 2

3 Travel Destination Awareness and Consideration 3

4 Types of Trips 2014 Short weekend trips Longer trips of 4 or more nights away from home Trips within your state Trips elsewhere in US Take more trips Amount of travelling among New Yorkers has remained relatively the same versus the last two years. More mentions of never taking trips elsewhere in the US (+2). Taking about the same number of trips Taking fewer trips Never take this type of trips Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: 2014 n=1006, n=2004, n=1000 QBAA. Next we have a few questions about specific types of trips. For each one, we would like to know if you are taking more trips or fewer trips now than you were one year ago. 4

5 Types of Trips - Longer Trips 2014 Take more trips Trips out of the country Trips within 500 kilometers of my home Trips to destinations more than 500 kilometers away Overall, travel habits of NYC residents have not shifted much over time. Taking about the same number of trips Taking fewer trips Never take this type of trips Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: 2014 n=1006, n=2004, n=1000 QBAA. Next we have a few questions about specific types of trips. For each one, we would like to know if you are taking more trips or fewer trips now than you were one year ago. 5

6 Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home 10 8 Unaided awareness of Ontario for a short trip remained the same compared to last Spring Spring Spring Winter 2014 Winter Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.5 When you think of taking a short getaway trip of one to three nights away from home, which destination first comes to mind? Where is this destination located? Q.6 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? period 6

7 Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Specific Place/City Mentions: Top 10 Mentions Boston is still the top-city New Yorkers mention for a short trip followed by Atlantic City and Washington Boston (MA) Atlantic City (NJ) Washington (DC) Philadelphia (PA) Miami/Miami Beach (FL) Las Vegas (NV) Orlando (FL) Poconos (PA) New York City (NY) Chicago (IL) Canada has only been cited by 7 of pleasure travellers a comparable result versus last Net State/Country/Region: Top 10 Mentions U.S. (net) New York (sub-net) Florida (sub-net) Pennsylvania (sub-net) Massachusetts (sub-net) New Jersey (sub-net) District of Columbia (sub-net) California (sub-net) Carribean (net) Canada (net) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; n=2004; n=1000 Q.5 When you think of taking a short getaway trip of one to three nights away from home, which destination first comes to mind? Where is this destination located? Q.6 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 7

8 Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home 10 Very few New York residents mentioned Ontario for longer trips. It remains stable with Spring Spring Winter 2014 Winter Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.7 When you think of taking a longer vacation of 4 or more nights away from home, which destination first comes to mind? Where is this destination located? Q.8 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? period 8

9 Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home Las Vegas and Orlando are still the top two destinations NYC pleasure travellers mentioned first for a longer trip. Specific Place/City Mentions: Top 10 Mentions Las Vegas (NV) Orlando (FL) Paris (FRA) Miami/Miami Beach (FL) San Francisco (CA) Los Angeles (CA) London (unspecified) New Orleans (LA) Boston (MA) London (UK) Staying in the United States for a longer trip remains pleasure travellers primary choice Net State/Country/Region: Top 10 Mentions U.S. (net) Florida (sub-net) Europe (net) Caribbean (net) California (sub-net) Nevada (sub-net) Asia (net) Hawaii (sub-net) France (sub-net) Italy (sub-net) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; n=2004; n=1000 Q.7 When you think of taking a longer vacation of 4 or more nights away from home, which destination first comes to mind? Where is this destination located? Q.8 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 9

10 Interest in Ontario Travel in the Next 12 Months Top 2 Box (Very/Fairly Interested) Interest in travelling to Ontario in the next 12 months has decreased slightly to reach Winter 2014 level Spring Spring Winter 2014 Spring Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence period Base: Total sample Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 10

11 Interest in Ontario Travel in the Next 12 Months - by Key Segments Top 2 Box (Very/Fairly Interested) For Family Memory Builders and Connected Explorers, interest in Ontario remains somewhat consistent. Compared to Spring, knowledge Seekers were more interested in travelling to Ontario while Up & Coming Explorers were less interested to visit Ontario Winter Spring Family Memory Builders Connected Explorers Knowledge Seekers Up & Coming Explorers Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 11

12 Interest in Travel in the Next 12 Months - All Destinations Trended Top 2 Box (Very/Fairly Interested) Overall interest in travel destinations are in line with. Fewer NYC residents were interested in travelling anywhere else in the USA. Top 2 Box (Base) 2014 (n=1006) (n=2004) (n=1000) Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Anywhere else in the USA Anywhere else in Canada Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 12

13 Interest in Travel in the Next 12 Months - All Destinations by Subgroups Top 2 Box (Very/Fairly Interested) TOTAL GENDER AGE Younger pleasure travellers are more interested in travelling to Ontario, Quebec and in Canada (anywhere else) compared to the 55+ cohort. Top 2 Box (Base) (n=1000) Male Female (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Ontario, Canada E 65E 53 Quebec, Canada DE 67E 57 New York State, USA E Michigan, USA 35 39B 31 48DE 33E 23 Pennsylvania, USA E New England states, USA Anywhere else in the USA Anywhere else in Canada E 66E 54 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q15b. How interested are you in travelling to each of the following destinations within the next 12 months? 13

14 Likelihood to Travel in the Next 12 Months - All Destinations Trended (One Night or More) Top 2 Box (Definitely/Probably Will Travel) A quarter of the New York City respondents indicated they are likely to visit Ontario in the next year. Likelihood to visit has been stable compared to last year. Top 2 Box (Base) 2014 (n=1006) (n=2004) (n=1000) Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Anywhere else in the USA Anywhere else in Canada Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16. And how likely are you to travel to the following destinations within the next 12 months for a pleasure trip of one night or more? 14

15 Likelihood to Travel in the Next 12 Months - All Destinations by Subgroups (One Night or More) Top 2 Box (Definitely/Probably Will Travel) TOTAL GENDER AGE Likelihood to travel to Ontario in the next 12 months is somewhat stronger for millennials regardless of the destination. Top 2 Box (Base) (n=1000) Male Female (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Ontario, Canada 25 31B 20 37DE 26E 11 Quebec, Canada 25 30B 20 35DE 27E 12 New York State, USA E 43E 31 Michigan, USA 15 20B 11 28DE 14E 3 Pennsylvania, USA 31 35B 27 39E 32E 21 New England states, USA 36 41B 32 42E 37E 28 Anywhere else in the USA 42 45B 38 48E 43E 33 Anywhere else in Canada 24 28B 20 36DE 23E 12 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16. And how likely are you to travel to the following destinations within the next 12 months for a pleasure trip of one night or more? 15

16 Likelihood to Travel this - All Destinations Trended (One Night or More) Top 2 Box (Definitely/Probably Will Travel) About one in five pleasure travellers are likely to travel to Ontario this a similar level compared to last year. Top 2 Box (Base) (n=2004) (n=1000) Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Anywhere else in the USA Anywhere else in Canada Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16a. Lastly, how likely are you to travel to the following destinations this fall for a pleasure trip of one night or more? 16

17 Likelihood to Travel this - All Destinations by Subgroups (One Night or More) Top 2 Box (Definitely/Probably Will Travel) TOTAL GENDER AGE Millennials were more likely to travel this regardless of the destination. About a third of them considered Ontario for this season. Top 2 Box (Base) (n=1000) Male Female (n=499) A (n=501) B (n=329) C (n=371) D Ontario, Canada 18 24B 12 31DE 18E 4 Quebec, Canada 18 23B 12 30DE 18E 5 (n=300) E New York State, USA 30 34B 25 39E 33E 16 Michigan, USA 14 19B 10 26DE 13E 3 Pennsylvania, USA 22 27B 17 33DE 21E 12 New England states, USA 24 29B 18 33DE 23E 14 Anywhere else in the USA 26 30B 22 36DE 28E 14 Anywhere else in Canada 16 21B 11 28DE 15E 4 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16a. Lastly, how likely are you to travel to the following destinations this fall for a pleasure trip of one night or more? 17

18 Destination Perceptions 18

19 Average Rating (10-point scale) All Destinations - Trended In line with the past four years, New Yorkers continued to rate Ontario as a great pleasure travel destination. New York State outperformed the other destinations Winter 2014 Spring Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q.12 On a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a pleasure travel destination? 19

20 Perceptions All Destinations (Top 3 Box ) - Trended New Yorkers had comparable perceptions of Ontario versus last year. Perception of experiencing the great outdoors has significantly decreased for Ontario, Michigan, Pennsylvania and New England. Top 3 Box ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA Experiencing something new and different Experiencing different cultures and ways of life (n=1176) Having lots to see and do Having authentic experiences n/a 54 n/a 60 n/a 69 n/a 34 n/a 53 n/a 64 Nature and outdoor activities n/a 53 n/a 53 n/a 68 n/a 39 n/a 59 n/a 73 Experiencing the great outdoors Having fun and being entertained Urban excitement with lots of attractions n/a 44 n/a 50 n/a 75 n/a 23 n/a 38 n/a 44 Food, wine and great culinary adventures n/a 43 n/a 54 n/a 73 n/a 25 n/a 37 n/a 55 Value for the money Average (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average. Denotes score is statistically below the region s average. Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for? 20

21 Brand Pillars DIVERSE The range of geographic and activity-based experiences NEW & DIFFERENT The seasons, events, multiculturalism, and liberal society combining to create new quality experiences yearround FUN The welcoming, interesting, and interactive activities which allow each visitor to create his or her own personal idea of a great time Imagery statement measured: Having lots to see and do DIVERSE Experiencing something new and different Having fun and being entertained 21

22 Average Ratings for Ontario Brand Pillars - Trended Slight diminution of Ontario Brand Pillars ratings over the last two years Diverse New & Different Fun 2014 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample; 2014 n=1006, n=2004; n=1000 Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for Ontario? 22

23 Average Ratings for Brand Pillars - Trended By Region Other destinations have also slightly decreased compared to previous periods. New York State was significantly less perceived as New & Different over the last. Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence 2014 Average Ontario, Canada Diverse New & different Fun Quebec, Canada Diverse New & different Fun New York State, USA Diverse New & different Fun Michigan, USA Diverse New & different Fun Pennsylvania, USA Diverse New & different Fun New England states, USA Diverse New & different Fun Q.12a And again, on a scale from 1 to 10, where 10 is excellent and 1 is poor, how would you rate each of the following places as a travel destination specifically for Ontario? 23

24 Destination Perceptions (Top 3 Box ) - Trended New York State outperforms vis-à-vis other destinations, while Ontario (52) is perceived similarly as Quebec (54) and Pennsylvania (55). A place you would enjoy visiting is the top-rated perception of Ontario, while recommended place for a short getaway is the lowest rated attribute. Top 3 Box ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA A place that you would enjoy visiting A place that is accepting, where you can be yourself n/a 53 n/a 52 n/a 75 n/a 40 n/a 59 n/a 64 An exciting place to visit A place where it is easy to vacation A place that has a surprising number of destinations and attractions within n/a 49 n/a 52 n/a 73 n/a 31 n/a 52 n/a 60 A place that you would recommend for a vacation or short getaway (n=1176) Average (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average Denotes score is statistically below the region s average Q.12b Using a scale from 1 to 10 on which 1 equals Does not apply at all and 10 equals Applies completely, how would you rate these travel destinations for being..? 24

25 Perceptions of Ontario (Top 3 Box ) - By Subgroups Millennials perceive Ontario as an exciting place where it is easy to vacation and that they would recommend for a short trip. This group has the highest perceptions of Ontario among all respondents. Top 3 Box (Base) TOTAL GENDER AGE (n=1000) Male Female A place that you would enjoy visiting A place that is accepting, where you can be yourself An exciting place to visit D A place where it is easy to vacation D A place that has a surprising number of destinations and attractions within A place that you would recommend for a vacation or short getaway E (n=499) A (n=501) B (n=329) C (n=371) D (n=300) E Average Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Denotes score is statistically above the region s average Denotes score is statistically below the region s average Q.12b Using a scale from 1 to 10 on which 1 equals Does not apply at all and 10 equals Applies completely, how would you rate these travel destinations for being..? 25

26 Average of Equity Pillars (Top 3 Box) - Trended Average equity of all destinations decreased slightly during. Michigan underperforms on equity pillars vis-à-vis other destinations Ontario, Canada Quebec, Canada New York State, USA Michigan, USA New England States, USA Familiarity Winter 2014 Spring I am familiar with and understand what this place has to offer Pennsylvania, USA Uniqueness Relevance Popularity Quality This place has unique and different features that other destinations for pleasure travel do not have It is a place that fits my lifestyle and needs for pleasure travel It is a popular destination for a pleasure trip This place offers consistently high quality travel experiences Base: Total sample; 2014 n=1001, 2014 n=1006, Winter 2014 n=1,001, n=2004, n=2004, Spring n=2007, n=1000 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 26

27 Equity Pillars All Destinations - Top 3 Box (1-10 scale) - Trended New Yorkers improved their ratings of Ontario s equity pillars over the last year; Familiarity (+5) and Uniqueness (+4). Rating of Familiarity for Quebec and Michigan also increased compared to. ONTARIO, CANADA (Base) (n=2004) (n=1000) (n=1215) QUEBEC, CANADA (n=641) NEW YORK STATE, USA (n=1159) (n=559) MICHIGAN, USA (n=1290) (n=605) PENNSYLVANIA, USA (n=1172) (n=601) NEW ENGLAND STATES, USA (n=1176) Familiarity Uniqueness Popularity Relevance Quality (n=594) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 27

28 Personality Traits All Destinations - Trended Top-rated personality trait for Ontario is Cool (39), while Dynamic (23) was the lowest-rated trait. Results remained in line with Spring Spring 16: Spring 16: Spring 16: 37 Spring 16: Dynamic Well-rounded Cool Open-minded Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Pennsylvania, USA New England states, USA Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q.13a Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? 28

29 Purchase Cycle 29

30 OTMPC - Purchase Cycle - Ontario 11 have visited Ontario in the past 12 months (+1), and among them, they share their travel experiences with others by 45 posting photos (-9) 44 updating status on social websites (+2) 30 write reviews or rate travel experience (-3) 31 blogging or tweeting (-5) Sharing Experiences Create brand advocates, viral marketing and C2C communication Awareness/ Consideration Differentiate and build familiarity with broad audience with icons and unique experiences 36 (T3B) are familiar with Ontario and understand what it has to offer (+5) 9 will consider Ontario in the next 2 years (-1) 24 are not currently considering Ontario, but may in the future (-2) Provide easy access to travel information during trip Provide compelling reasons to visit 17 have visited Ontario within past 2 years (-1) Visitation Intention 10 are very likely to visit in next year (+3) () Numbers in brackets indicate difference compared to 30

31 Queen s Printer for Ontario,

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