GREATER VICTORIA HARBOUR AUTHORITY. Cruise Passenger Survey Results 2015

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1 GREATER VICTORIA HARBOUR AUTHORITY Cruise Passenger Survey Results 2015

2 GREATER VICTORIA HARBOUR AUTHORITY CRUISE PASSENGER SURVEY RESULTS 2015 The Greater Victoria Harbour Authority contracted Consumerscan International to conduct a survey with cruise passengers who spend time in Victoria when their ship berths at Ogden Point. THREE MAIN OBJECTIVES WERE ESTABLISHED TO BE ACHIEVED DURING THIS PROJECT: 1. To measure the likelihood of cruise passengers returning to Victoria within the next 3 to 5 years. 2. To obtain overall satisfaction with the cruise passengers Victoria visit experience. 3. To profile cruise passengers visit patterns and overall description of their Victoria experience. This report provides the results of questions related to these objectives and other questions that were included in the survey. 1

3 Data Collection and Level of Accuracy Between August 6 10, 2015, 646 short personal interviews were completed with randomly selected cruise passengers as they were returning to their cruise ship after spending time in Victoria. A sample of 646 randomly selected respondents yields results that have a maximum error of +/ 4% at the 95% confidence level. The following chart shows the surveys collected from eight of the cruise ships that docked at Ogden Point during this period. Date Cruise Ship Surveys Completed August 6, 2015 Jewel of the Seas 100 August 6, 2015 Celebrity Solstice 98 August 7, 2015 Norwegian Jewel 49 August 7, 2015 Crown Princess 94 August 8, 2015 Amsterdam 99 August 8, 2015 Norwegian Pearl 34 August 9, 2015 Statendam 59 August 10, 2015 Carnival Legend 73 Total surveys completed 646 2

4 SECTION ONE Results for Three Major Objectives 3

5 PRIMARY OBJECTIVE To measure the likelihood of cruise passengers returning to Victoria within the next 3 to 5 years. The results show that among visitors from Victoria s prime markets, the likelihood of returning is extremely high. North West US Will likely return in next 3 to 5 years South West US Will likely return in next 3 to 5 years Place of Residence Washington State Other North West Total North West 92% 81% 90% Place of Residence California Other South West Total South West 70% 62% 66% Residents from secondary US markets were less likely to return to Victoria. Likely to Return Central US 61% South Central US 60% South East US 59% North East US 53% 4

6 Residents in Canadian markets, which are presently considered secondary due to the weak financial environment in Western Canada, are very likely to be return visitors to Victoria. (Caution: Small sample sizes) Residence Likely to Return Western Canada 80% Eastern Canada 76% Overseas visitors also indicated a high likelihood to return to Victoria. Likely to Return Overseas Visitors 72% Likelihood to Return 100% 90% 90% 80% 70% 66% 80% 76% 72% 60% 61% 60% 59% 53% 50% 40% 30% 20% 10% 0% NW SW Central South Central South East North East W E Primary US Secondary US Canada Overseas 5

7 Previous Visits to Victoria Cruise passengers who had previously visited Victoria were significantly more likely to re visit suggesting their first welcome and experience is critical to their return. Likely to Return First visit 62% Previous visitors 79% SECONDARY OBJECTIVE To obtain overall satisfaction with the cruise passengers Victoria visit experience. To gauge the cruise passengers Overall Satisfaction with their visit, the Net Promoter Score (NPS) was obtained. NPS has become the most widely accepted method for determining this particular metric. Victoria s NPS score of +69% is one of the highest Consumerscan has recorded since use of this technique was introduced 6 years ago. 21% 5% 74% Promoters Passives Detractors The Net Promoter Score is determined as follows based on this question: How likely are you to recommend a visit to Victoria to your friends and family? Not at all likely Extremely likely 3 Segments of the sample are created: Promoters 9 & 10 rating Passives 7 & 8 rating Detractors 0 6 rating The Net Promoter Score (NPS) is Promoter % less Detractor % 6

8 Satisfaction with Victoria Dwell Time Visitors either wanted more time (47%) or were satisfied with their time in Victoria (51%). Ship Time in Victoria Length of Visit Satisfaction Need more time Satisfied NPS Statendam 13:00 23:00 10 hours 37% 63% 77% Jewel of the Seas 09:00 18:00 9 hours 49% 48% 70% Norwegian Jewel 14:30 21:30 7 hours 27% 68% 80% Amsterdam 18:00 23:59 6 hours 45% 53% 60% Celebrity Solstice 18:00 23:59 6 hours 43% 55% 62% Norwegian Pearl 18:00 23:59 6 hours 77% 23% 85% Crown Princess 19:00 23:59 5 hours 47% 52% 69% Carnival Legend 19:30 23: hours 66% 34% 59% In general, the longer the stopover the more satisfied the visitors were with the length of their Victoria experience. Norwegian Pearl and Norwegian Jewel passengers were the most satisfied overall. 7

9 TERTIARY OBJECTIVE To profile cruise passengers visit patterns and overall description of their Victoria experience. Activities in which visitors participated Downtown Victoria visitors spent most of their time around the Harbour. Activities % Participated Strolled the Harbour 47% The Empress 40% Shopped for souvenirs 38% Fisherman's Wharf 33% A city tour 23% Lunch / Dinner 19% Chinatown 18% Butchart Gardens 13% Brew pub 8% Craigdarroch 7% Whale watching 4% RBC Museum 3% Method of travel to and from Ogden Point to downtown Travel Mode To From Bus 45% 43% Walked 31% 33% Taxi / Limo 17% 18% Horse drawn carriage 3% 3% Pedicab 2% 2% Bicycle <1% <1% 8

10 Victoria Descriptors A synthesis of all the descriptive words used by the survey respondents is illustrated in this Word Cloud. The larger the word shown, the more frequently it was used in their comments. Victoria Standouts Three Words That Describe Victoria 9

11 SECTION TWO Other Pertinent Questions 10

12 INCIDENCE OF DOWNTOWN VISITS 84% of cruise passengers interviewed visited downtown, and for an average of 2.5 hours. Hours Spent in Downtown Victoria 35% 30% 31% 33% 25% % of Respondents 20% 15% 10% 15% 12% 5% 0% 1 hour or less 2 hours 3 hours 4+ hours 45% took a bus downtown 31% walked 17% travelled by taxi TRAVELLING TO DOWNTOWN Travel Mode To From Bus 45% 43% Walked 31% 33% Taxi / Limo 17% 18% Horse drawn carriage 3% 3% Pedicab 2% 2% Bicycle <1% <1% 11

13 SPENDING PATTERNS On average, downtown visitors spent $87.60 per travel party. 40% Spending Patterns 35% 34% 30% % of Respondents 25% 20% 15% 10% 16% 20% 9% 8% 14% 5% 0% Under $20 $25 $50 $51 $100 $101 $150 $151 $200 $200 + The longer visitors spent in downtown Victoria, the more they spent. Time spent in downtown $ Spent (median) 1 hour or less $ hours $45 3+ hours $80+ 12

14 TOURS TAKEN AND VISIT LOCATIONS Activities % Participated Strolled the Harbour 47% The Empress 40% Shopped for souvenirs 38% Fisherman's Wharf 33% A city tour 23% Lunch / Dinner 19% Chinatown 18% Butchart Gardens 13% Brew pub 8% Craigdarroch 7% Whale watching 4% RBC Museum 3% TOUR PURCHASE 24% of respondents purchased their tours on board, prior to disembarking. 25% of these pre purchased tours were to Butchart Gardens. 13

15 PREVIOUS VICTORIA VISITS For 68% of the respondents, this was their first visit to Victoria. Respondents residence determined number of previous victoria visits. Place of Residence % First Visit North West US 38% South West US 58% North Central US 86% South Central US 82% North East US 89% South East US 82% Western Canada 40% Eastern Canada 85% Overseas 61% FIRST TIME VICTORIA VISITORS WHEN COMPARED TO PREVIOUS VISITORS Were less satisfied with the time spent downtown than previous visitors 52% wanted more time compared to 37% Were more likely to take a city tour 26% versus 17% Less likely to visit Butchart Gardens 11% versus 17% Gave Victoria a lower NPS Score than previous visitors 64% compared to 79% Were less likely to return 24% compared to 40% Younger 54% over 55 years compared to 64% over 55 years 14

16 SECTION THREE Demographics 15

17 Respondent Gender Male 44% Female 56% Respondent Age Range Under 30 11% % % 75+ 4% Vacation Types Taken By Respondents Vacation Type Taken Plan to Take RV 13% 18% Bus tour 18% 20% Fly / Drive 56% 73% Car only 58% 58% No vacations in last 5 years 23% 50% % of Sample 50% 16

18 APPENDIX Tabular Results by Survey Question and Copy of Survey Questions 17

19 Did you visit downtown Victoria today? Yes 84% 544 No 16% 102 Total 100% 646 How much time did you spend in downtown Victoria TODAY? (Hours) How much time did you spend in downtown Victoria TODAY? (Minutes) 1 31% % % % % % % % 1 9 0% 1 Total 100% % 1 5 1% % % % % % % % 9 Total 100% 183 Was this: Not enough time 47% 245 About right amount 51% 268 Too much time 2% 8 Total 100% 521 How did you travel to downtown from the cruise pier? Bus 45% 244 Walked 31% 168 Taxi 17% 90 Horse drawn carriage 3% 15 Pedicab 2% 11 Limo 2% 9 Bicycle 0% 2 Total 100% 539

20 How did you return to the cruise pier from downtown? Bus 43% 228 Walked 33% 177 Taxi 17% 89 Horse drawn carriage 3% 16 Pedicab 2% 12 Limo 1% 7 Bicycle 1% 3 Total 100% 532 Which of these tours did you take or places did you visit? Column N Butchart Gardens 12.9% 75 A city tour 23.4% 136 Craigdarroch Castle 6.7% 39 The Empress Hotel 40.4% 235 Chinatown 17.7% 103 The Royal British Columbia 3.4% 20 Museum Went whale watching 3.6% 21 Fisherman s Wharf 32.9% 191 Had lunch / dinner 19.3% 112 Shopped for souvenirs 37.9% 220 Strolled the Harbour 46.6% 271 Visited a brew pub 7.7% 45 Total 100.0% 581 Column percentages may exceed 100% because of multiple responses. Which of these tours did you take or places did u visit? (Any other activities?) Watched street performers 4% 3 Visited parliament building 15% 13 Took pictures 18% 15 Visited friends / family 4% 3 Didn't leave pier 15% 13 Beacon Hill Park 11% 9 Boat tour 7% 6 Horse drawn carriage 12% 10 Mount Tolmie 2% 2 Golfing 1% 1 Float plane 1% 1 Imax 1% 1 Visited other parks 6% 5 Emily Carr house 1% 1 Zipline 1% 1 Total 100% 84

21 Did you purchase any tours on-board your ship before arriving? If YES, which tours? Yes 24% 154 No 76% 485 Total 100% 639 Butchart Gardens 24% 34 Whale watching 6% 9 Other 69% 96 Total 100% 139 Approximately how much money in total did you and your travelling companions spend during your Victoria visit including any tours you purchased on-board or at the cruise pier? Under $25 34% 216 $25 - $50 16% 100 $51 - $100 20% 124 $101 - $150 9% 54 $151 - $200 8% 51 $ % 89 Total 100% 634 Is this your first visit to Victoria? If NO: How many other visits to Victoria have you made? Yes 68% 440 No 32% 206 Total 100% % % % % 41 Total 100% 212 What stands out most for you about today s Victoria visit? Butchart Gardens 2% 15 Other gardens, flowers 28% 167 Cleanliness of the city 9% 57 Beautiful architecture 13% 80 Scenery 13% 81 Parliament buildings 7% 40 Harbour / fishermans wharf 7% 45 Nice weather 4% 23 Friendly people 5% 31 Empress Hotel 3% 17 Horse drawn carriages 0% 3 Wildlife 1% 8 Street performers 1% 8 Historic significance 3% 18 House boats 2% 10 Everything was good 0% 3 Total 100% 606

22 NPS Segments Detractors 5% 32 Passives 21% 138 Promoters 74% 474 Total 100% 644 NPS Score: 69 How likely will you be to return to Victoria in the next 3 to 5 years? Very likely 29% 189 Quite likely 37% 240 Quite unlikely 22% 143 Very unlikely 11% 70 Total 100% 642 Have you taken any of these types of vacations in the last five years? Column N RV touring 13.0% 80 Bus tours 17.6% 108 Fly / Drive holiday 55.7% 342 Car only touring 48.7% 299 No vacations in last 5 years 22.8% 140 Total 100.0% 614 Column percentages may exceed 100% because of multiple responses. Have you taken any of these types of vacations in the last five years? Column N RV touring 17.8% 57 Bus tours 19.6% 63 Fly / Drive holiday 73.2% 235 Car only touring 57.9% 186 Total 100.0% 321 Column percentages may exceed 100% because of multiple responses. Gender: Male 44% 287 Female 56% 358 Total 100% 645 In which of these age groups do you fit? Under 34 11% % % % 24 Total 100% 645

23 Northwest US Southwest US Central US Northeast US Southeast US Western Canada Eastern Canada How likely will you be to return to Victoria in the next 3 to 5 years? Is this your first visit to Victoria? Total Very likely Yes ALASKA 0.2% IDAHO 1.4% 2.7% 1.1% MONTANA 0.3% 0.5% OREGON 3.3% 3.7% 1.6% WASHINGTON 8.6% 17.0% 4.4% Total 13.7% 23.4% 7.6% ARIZONA 2.3% 2.7% 1.8% CALIFORNIA 15.6% 16.5% 13.3% COLORADO 2.6% 2.1% 3.0% HAWAII 0.5% 0.2% NEVADA 0.6% 1.6% 0.5% NEW MEXICO 0.3% 1.1% 0.2% UTAH 2.0% 1.6% 1.6% Total 24.0% 25.5% 20.7% ILLINOIS 3.4% 2.1% 4.4% INDIANA 0.3% 0.5% IOWA 0.5% 0.5% 0.5% KANSAS 0.6% 0.5% 0.9% MINNESOTA 2.0% 0.5% 2.5% MISSOURI 1.4% 1.6% NORTH DAKOTA 0.2% 0.2% WYOMING 0.3% 0.5% Total 8.7% 3.7% 11.0% CONNECTICUT 0.8% 0.9% DISTRICT OF COLUMBIA 0.6% 0.5% 0.2% KENTUCKY 0.8% 1.1% MARYLAND 1.1% 0.5% 1.1% MASSACHUSETTS 1.4% 0.5% 2.1% MICHIGAN 1.4% 1.1% 2.1% NEW HAMPSHIRE 0.2% 0.5% 0.2% NEW JERSEY 1.6% 1.1% 2.1% NEW YORK 3.0% 1.6% 4.1% OHIO 1.1% 1.4% PENNSYLVANIA 2.2% 2.1% 2.8% RHODE ISLAND 0.2% 0.2% VIRGINIA 2.8% 1.1% 3.7% WEST VIRGINIA 0.2% 0.5% 0.2% WISCONSIN 0.8% 1.1% Total 17.9% 9.6% 23.4% ALABAMA 0.5% 1.1% 0.5% ARKANSAS 0.6% 0.5% 0.5% FLORIDA 6.1% 5.9% 7.6% GEORGIA 1.6% 1.6% 2.1% NORTH CAROLINA 1.4% 0.5% 1.6% SOUTH CAROLINA 0.9% 0.5% 1.4% TENNESSEE 0.2% 0.5% Total 11.2% 10.6% 13.6% ALBERTA 1.1% 2.7% 0.9% BRITISH COLUMBIA 0.5% 1.6% Total 1.6% 4.3% 0.9% NEW BRUNSWICK 0.2% 0.2% ONTARIO 1.6% 2.1% 2.1% QUEBEC 0.3% 0.5% 0.2% Total 2.0% 2.7% 2.5%

24 Overseas AFRICA 0.3% 1.1% 0.5% AUSTRALIA 1.9% 2.1% 2.1% BELGIUM 0.2% 0.5% BERMUDA 0.3% 0.5% 0.5% BRAZIL 0.2% 0.5% CHINA 0.2% 0.2% ENGLAND 0.8% 0.7% GERMANY 0.3% 0.2% INDIA 0.5% 0.5% 0.5% INDONESIA 0.2% 0.5% KUWAIT 0.2% 0.5% 0.2% MEXICO 0.8% 1.1% 0.5% NETHERLANDS 0.3% 0.5% NEW ZEALAND 0.2% OMAN 0.2% PERU 0.2% 0.2% PHILIPPINES 0.5% 1.1% QATAR 0.2% SCOTLAND 0.3% 0.2% SOUTH AFRICA 0.2% 0.2% SPAIN 0.2% 0.2% TRINIDAD 0.2% 0.2% UKRAINE 0.2% 0.5% UNITED ARAB EMIRATES 0.3% 0.5% UNITED KINGDOM 0.2% 0.2% Total 8.4% 9.0% 7.6% South Central US LOUISIANA 0.9% 1.1% 0.9% MISSISSIPPI 0.2% 0.5% 0.2% OKLAHOMA 3.3% 1.6% 3.2% TEXAS 7.9% 7.4% 8.0% Total 12.3% 10.6% 12.4% Central Canada SASKATCHEWAN 0.2% 0.5% 0.2% Total 0.2% 0.5% 0.2%

25 Hello, I am from Consumerscan. We are conducting a short 2 minute survey with passengers from the cruise ships who visit Victoria (POINT TO SIGN IF NECESSARY). Would you mind answering a few questions on your Victoria visit? 1. Did you visit downtown Victoria today? Yes No Go to Question 6 2. How much time did you spend in downtown Victoria TODAY? hours minutes 3. Was this: Not enough time About right amount Too much time 4. How did you travel to downtown from the cruise pier? Bus Walked Horse drawn carriage Limo Taxi Pedicab Bicycle 5. How did you return to the cruise pier from downtown? Bus Walked Horse drawn carriage Limo Taxi Pedicab Bicycle 6. Which of these tours did you take or places did u visit? SHOW LIST Butchart Gardens Chinatown Had lunch / dinner A city tour The Royal British Columbia Museum Shopped for souvenirs Craigdarroch Castle Went whale watching Strolled the Harbour The Empress Hotel Fisherman s Wharf Visited a brew pub Any other activities? 7. Did you purchase any tours on board your ship before arriving? Yes No If YES, which tours? Butchart Gardens Whale watching Other 8. Approximately how much money in total did you and your travelling companions spend during your Victoria visit including any tours you purchased on board or at the cruise pier? Under $25 $25 $50 $51 $100 $101 $150 $151 $200 $ Is this your first visit to Victoria? Yes No If NO: How many other visits to Victoria have you made? What 3 words would describe Victoria for you? 11. What stands out most for you about today s Victoria visit? 12. How likely are you to recommend a visit to Victoria to your friends and family? SHOW CARD Not at all likely Extremely likely 13. How likely will you be to return to Victoria in the next 3 to 5 years? Very likely Quite likely Quite unlikely Very unlikely And now, some questions about you: 14. Where are you from? (city) (state/province) 15. Have you taken any of these types of vacations in the last five years or plan to do so in the next few years? SHOW CARD Have taken Plan to take RV touring Bus tours Fly / Drive holiday Car only touring RECORD 16. Gender: Male Female No vacations in last 5 years 17. In which of these age groups do you fit? Under

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