Fall Brand Tracking - Ontario

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1 Brand Tracking - Ontario

2 Methodology & Sample Profile Methodology Eligibility Fielding Sample Size Online survey Overnight Pleasure travellers (Have taken an overnight pleasure trip in the past two years or plan to take an overnight pleasure trip in the next two years). : September 22 nd - October 3 rd, n=1,005 2

3 Travel Destination Awareness & Consideration 3

4 Types of Trips Ontarian pleasure travellers indicated that they are taking significantly more short weekend trips compared to the same period last year Take more trips Taking about the same number of trips Short weekend trips Longer trips of 4 or more nights away from home Trips within your province Trips elsewhere in Canada Trips out of the country Trips within 500 kilometers of my home Trips to destinations more than 500 kilometers away Although not significant, other types of trips seem to be on the rise. 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=1005, n=1000, n=1005 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 2005 Winter 2006 Summer Winter 2007 Spring 2007 Summer Winter 2007 Spring 2008 Summer Winter 2008 Winter 2009 Spring 2009 Summer 2009 (W1) Summer 2009 (W2) Winter 2009 Winter 2010 Summer 2010 (W1) Summer 2010 (W2) 2011 Summer 2012 (W1) Summer 2012 (W2) Summer 2013 Summer Winter 2014 Summer Winter Spring Summer (WAI) Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home 100 Brand awareness of Ontario for short trips remained stable since last Summer unaided awareness (52) is comparable with and 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 5

6 Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Montreal remains the top city Ontarian travellers cited for a short trip, followed by Toronto, Ottawa and Niagara s. About half of pleasure travellers continue to consider Ontario as a short getaway destination, similar with US destinations Montreal (QC) Toronto (ON) Ottawa (ON) Niagara s/ On-the-Lake (ON) Specific Place/City Mentions: Top 10 Mentions Niagara s (unspecified)* Las Vegas (NE) New York City (NY) Net State/Country/Region: Top 10 Mentions Chicago (IL) Quebec City (QC) Boston (MA) Canada (net) Ontario U.S. (net) Quebec New York Nevada Illinois Florida Caribbean Europe (net) Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base:, n=1000, n=1005 * Specific location (e.g. Ontario, Canada, or NY, USA) not specified) 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? 6

7 Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Among pleasure travellers in the GTA GTA residents are considering more the US for a short getaway of 1-3 nights compared to non- GTA residents. Their proximity with the boarder possibly plays a role in the choice of destination for short getaway trips Montreal (QC) Ottawa (ON) Niagara s/ On the Lake (ON) Specific Place/City Mentions: Top 10 Mentions Niagara s (unspecified)* New York City (NY) Net State/Country/Region: Top 10 Mentions Las Vegas (NE) Chicago (IL) Boston (MA) Buffalo (NY) Quebec City (QC) Canada (net) U.S. (net) Ontario New York Quebec Nevada Florida Illinois Massachussettes British Columbia Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: GTA only; n=492,, n=482 * Specific location (e.g. Ontario, Canada, or NY, USA) not specified) 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 Destinations for a Short Trip (1-3 nights) Away from Home Among pleasure travellers in the rest of Ontario (outside the GTA) About a third of the pleasure travellers named Toronto as a short break destination, keeping it firmly in the first position. Ontario remained top of mind among non GTA residents with 61 mentioning they would considered the destination for a short trip Toronto (ON) Montreal (QC) Niagara s/ On the Lake (ON) Specific Place/City Mentions: Top 10 Mentions Ottawa (ON) Quebec City (QC) Net State/Country/Region: Top 10 Mentions Las Vegas (NE) Niagara s (unspecified)* Kingston (ON) New York City (NY) Chicago (IL) Canada (net) Ontario U.S. (net) Quebec New York Nevada Michigan Europe (net) Illinois Florida Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Rest of Ontario (excl. GTA); n=508,, n=523 * Specific location (e.g. Ontario, Canada, or NY, USA) not specified) 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? 8

9 2005 Winter 2006 Summer Winter 2007 Spring 2007 Summer Winter 2007 Spring 2008 Summer Winter 2008 Winter 2009 Spring 2009 Summer 2009 (W1) Summer 2009 (W2) Winter 2009 Winter 2010 Summer 2010 (W1) Summer 2010 (W2) 2011 Summer 2012 (W1) Summer 2012 (W2) Summer 2013 Summer Winter 2014 Summer Winter Spring Summer (WAI) Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home 75 Brand awareness of Ontario for longer trips grew slightly with an increase of 2 compared to summer 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 9

10 Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home Specific Place/City Mentions: Top 10 Mentions Overall mentions of Ontario has increased significantly over the last year, while mentions of Canada improved directionally Vancouver (BC) Las Vegas (NE) Paris (FR) London (UK) Montreal (QC) Ottawa (ON) New York City (NY) Net State/Country/Region: Top 10 Mentions San Francisco (CA) Orlando (FL) Chicago (IL) U.S. (net) Canada (net) Europe (net) Caribbean (net) Florida British Columbia Ontario UK/Britain Asia (net) Cuba Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base:, n=1000, n=1005 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? 10

11 2005 Winter 2006 Summer Winter 2007 Spring 2007 Summer Winter 2007 Spring 2008 Summer Winter 2008 Winter 2009 Spring 2009 Summer 2009 (W1) Summer 2009 (W2) Winter 2009 Winter 2010 Summer 2010 (W1) Summer 2010 (W2) 2011 Summer 2012 (W1) Summer 2012 (W2) Summer 2013 Summer Winter 2014 Summer Winter Spring Summer (WAI) Interest in Ontario Travel in the Next 12 Months Top 2 Box (Very/Fairly Interested) Interest in Ontario as a travel destination in the next 12 months remained stable since Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence periods Base: Total sample Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 11

12 Interest in Ontario Travel in the Next 12 Months - by Key Segments Top 2 Box (Very/Fairly Interested) For most key segments, interest levels in visiting Ontario in the next 12 months have decreased slightly during. Only the Up & Coming Explorers show an upward trend in interest to travel in Ontario Summer Winter 2014 Summer Winter Spring Summer (WAI) 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: Segments (as part of total sample) Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 12

13 Interest in Travel in the Next 12 Months - All Destinations Trended Top 2 Box (Very/Fairly Interested) Top 2 Box (Base) 2014 (n=1000) Overall interest in these destinations have increased versus a year ago, particularly US destinations. Within Ontario Quebec New York State, USA Michigan, USA Atlantic Canada 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 Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 13

14 Interest in Travel in the Next 12 Months - All Destinations by Subgroups Top 2 Box (Very/Fairly Interested) TOTAL GENDER AGE REGION Outside GTA residents were more interested in travelling within Ontario while Torontonians were more interested in Quebec, New York State and anywhere else in the USA. Top 2 Box (Base) Male Female (n=491) A (n=514) B (n=282) C (n=417) D (n=306) E Toronto (GTA) (n=482) F Within Ontario F Quebec E 73E 59 74G 66 New York State, USA E 73E 65 78G 67 Michigan, USA Atlantic Canada Rest of Ontario (n=523) G Anywhere else in the USA E 80E 70 84G 72 Anywhere else in Canada Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 14

15 Likelihood to Travel in the Next 12 Months - All Destinations Trended (One Night or More) Top 2 Box (Definitely/Probably Will Travel) Almost four in five pleasure travellers are likely to travel within Ontario in the next year. Fewer Ontarians travellers plan to take a trip elsewhere in Canada however. Top 2 Box (Base) 2014 (n=1000) Within Ontario Quebec New York State, USA Michigan, USA Atlantic Canada 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. 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 in the Next 12 Months - All Destinations by Subgroups (One Night or More) Top 2 Box (Definitely/Probably Will Travel) TOTAL GENDER AGE REGION Men are more likely to visit the USA in the next 12 months compared to women. Destinations outside Ontario such as Quebec, New York State and the Atlantic are more popular among Millennials. Top 2 Box (Base) Male Female (n=491) A (n=514) B (n=282) C (n=417) D (n=306) E Toronto (GTA) (n=482) F Within Ontario F Quebec E 37E New York State, USA 33 37B 28 37E G 26 Michigan, USA 17 20B Atlantic Canada E Anywhere else in the USA 42 47B G 35 Anywhere else in Canada G 34 Rest of Ontario (n=523) G Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Q16. How likely are you to travel to the following destinations within the next 12 months for a pleasure trip of one night or more? 16

17 Destination Perceptions 17

18 Average Rating (10-point scale) All Destinations - Trended Significant improvement in perceptions of Ontario and Quebec has been observed. It appears that ratings tend to be higher, possibly due to more traveling occurring during the summer months. Summer 2013 Summer Winter 2014 Summer Winter Spring Summer (WAI) Ontario, Canada New York State, USA Quebec, Canada Michigan, 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? 18

19 Perceptions All Destinations (Top 3 Box ) - Trended ONTARIO, CANADA NEW YORK STATE, USA QUEBEC, CANADA MICHIGAN, USA Overall perceptions of Ontario as a travel destination have been stable versus last. Experiencing the great outdoor and Nature and outdoor activities continue to be the primary strengths of Ontario vis-à-vis other destinations. Top 3 Box (Base) (n=1000) (n=600) (n=539) Experiencing the great outdoors Nature and outdoor activities n/a 82 n/a 46 n/a 69 n/a 41 Having lots to see and do Food, wine and great culinary adventures n/a 72 n/a 63 n/a 70 n/a 25 Having fun and being entertained Urban excitement with lots of attractions n/a 70 n/a 75 n/a 61 n/a 29 Having authentic experiences n/a 67 n/a 60 n/a 68 n/a 33 Offers diverse travel experiences n/a 67 n/a 59 n/a 60 n/a 29 Value for the money Experiencing something new and different Experiencing different cultures and ways of life (n=627) 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.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? 19

20 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 20

21 Average Ratings for Ontario Brand Pillars - Trended Ontario brand pillars remained relatively stable over the last 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: 2014 n=1005, n=1000, n=1005 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? 21

22 Average Ratings for Brand Pillars - Trended By Region Average 2014 Michigan, which was already the least favorably rated region, saw its ratings decline significantly over the past year. Ontario, Canada Diverse New & different Fun New York State, USA Diverse New & different Fun Quebec, Canada Diverse New & different Fun Michigan, USA Diverse New & different Fun Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence 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 Destination Perceptions (Top 3 Box ) - Trended Easy to vacation and feeling accepted are the top-rated perceptions of Ontario, while being an exciting destination remains the lowest rated attribute. Michigan underperforms vis-à-vis other destinations. Ontarians think they would not enjoy visiting and that Michigan is not an exciting destination. Ontarians pleasure travellers would also not recommend this state for a short getaway. Top 3 Box (Base) ONTARIO, CANADA NEW YORK STATE, USA QUEBEC, CANADA MICHIGAN, USA (n=1000) (n=600) (n=539) A place where it is easy to vacation A place that is accepting, where you can be yourself n/a 80 n/a 56 n/a 48 n/a 38 A welcoming place n/a 78 n/a 51 n/a 51 n/a 37 A place that you would recommend for a vacation or short getaway A place that you would enjoy visiting A place that has a surprising number of destinations and attractions within n/a 75 n/a 69 n/a 62 n/a 33 An exciting place to visit (n=627) 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..? 23

24 Average of Equity Pillars (Top 3 Box) - Trended Average Equity of Ontario has reached its highest level with 68. This is also a significant increase compared to last period. Other destinations average equity also improved significantly and reached top levels (except Michigan) Ontario, Canada New York State, USA Quebec, Canada Michigan, USA Summer Winter 2014 Summer Winter Spring Summer (WAI) Familiarity Uniqueness Relevance I am familiar with and understand what this place has to offer 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 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Popularity Quality It is a popular destination for a pleasure trip This place offers consistently high quality travel experiences Base: Summer 2014 n=1009, 2014 n=1005, Winter 2014 n=1004, Summer n=1003, n=1000, Winter n=1007, Spring n=3513, Summer (WAI) n=1210, n=1005 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 24

25 Equity Pillars All Destinations - Top 3 Box (1-10 scale) - Trended In Ontario, familiarity is the primary equity pillar while uniqueness remains at the bottom. Base: Total asked (n=1000) Ontario, Canada New York State, USA (n=600) (n=539) Quebec, Canada Michigan, USA (n=627) New York State s familiarity and quality significantly improved over the last year. Familiarity Uniqueness Popularity Relevance Quality 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. 25

26 Personality Traits All Destinations - Trended Ontario outperforms the four other provinces/states on being well-rounded and openminded. Even though Ontario was perceived less dynamic compared to fall, vis-avis last summer the personality traits have remained somewhat the same. Summer 16: Summer 16: Summer 16: 49 Summer 16: Dynamic Well-rounded Cool Open-minded Ontario, Canada Quebec, Canada New York State, USA Michigan, USA Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: n=1000, Summer n=1210, n=1005 Q.13a Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? 26

27 Purchase Cycle 27

28 OTMPC - Purchase Cycle - Ontario 74 have visited Ontario in the past 12 months (-2), and among them, they share their travel experiences with others by 39 posting photos (+2) 24 updating status on social website (-3) 11 write reviews or rate travel experience (-3) 8 blogging or tweeting (+1) Sharing Experiences Create brand advocates, viral marketing and C2C communication Awareness/ Consideration Differentiate and build familiarity with broad audience with icons and unique experiences 81 (T3B) are familiar with Ontario and understand what it has to offer (-2) 14 will consider Ontario in the next 2 years (0) 17 are not currently considering Ontario, but may in the future (-1) Provide easy access to travel information during trip Provide compelling reasons to visit 74 have visited Ontario within the past year (-2) Visitation Intention 47 are very likely to visit in next year (+4) () Numbers in brackets indicate difference compared to 28

29 Queen s Printer for Ontario,

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