Fall 2015 Brand & Advertising Tracking Study Report US Near Markets 1
STUDY BACKGROUND & METHODOLOGY
Methodology & Sample profile Methodology: Online Survey Eligibility: 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 Buffalo, Detroit,, Rochester and Syracuse. Fielding: October 1 st - October 14 th, 2015 Sample Size in US Near Markets: n=1001 Markets: Buffalo, Detroit,, Rochester and Syracuse The Fall 2015 advertising results are trended with Summer 2015 & Summer 2014 based on data from all five markets. The brand metrics are trended with Summer 2014 based on Detroit, Buffalo, Rochester & Syracuse only. data is referenced separately on the brand metrics slides, where significant differences are observed from the main four markets. 3
TRAVEL DESTINATION CONSIDERATION SET
Short weekend trips appear to be less popular in, but more popular in the other US Near markets this Fall. Trips within the state are also less common among respondents compared to last season. % Short weekend trips Longer trips of 4 or more nights away from home Trips within your state Trips elsewhere in US Trips out of the country Trips within 500 kilometers of my home Trips to destinations more than 500 kilometers away Take more trips 23 25 30 16 14 14 28 25 22 15 14 13 7 8 9 16 14 12 13 11 11 Taking about the same number of trips 48 53 51 53 51 49 54 54 55 50 49 49 34 34 30 55 54 54 53 49 47 Taking fewer trips 17 19 19 26 31 31 15 17 19 30 32 34 31 29 31 21 24 25 26 29 34 Never take this type of trip 4 4 5 5 4 6 3 4 4 4 5 4 28 30 31 8 8 9 8 11 9 Fall 2015 Summer 2015 Summer 2014 - Short weekend trips More trips 23 31 27 Fewer trips 21 12 20 - Longer 4+ trips Same number 44 55 51 Significant increase versus previous period, at 95% Significant decrease versus previous period, at 95% Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 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. - Trips within state Same number 53 61 49 Fewer trips 25 16 24 5
Spontaneous mentions of Ontario as a short break destination are stable vs. the Summer. The province remains less top-of-mind in than the other US Near markets. Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home - Long-Term Trend % among pleasure travelers in US Near Markets Ontario 5 5 8 16 17 19 Summer 2014 Summer 2015 Fall 2015 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q5. 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? Q6. What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 6
Unaided mentions of Ontario as a destination for longer trips remains low across all five markets. Total Unaided Awareness of Ontario for a Short Trip (4+ nights) Away from Home - Long-Term Trend % among pleasure travelers in US Near Markets Ontario 3 3 4 5 5 7 Summer 2014 Summer 2015 Fall 2015 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784; reported individually Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q7. When you think of taking a longer vacation of four or more nights away from home, which destination first comes to mind? Q8. What other destinations, if any, come to mind for a longer vacation of four or more nights away from home? 7
As seen in previous waves, New York and Michigan dominate as top-of-mind destinations for short trips, while Florida and California remain the most popular long-haul destinations among this target. Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home Among Pleasure Travelers in US Near Markets % 16 17 19 Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home Among Pleasure Travelers in US Near Markets Ontario 5 5 8 5 5 Ontario 3 3 4 7 Summer 2014 Summer 2015 Fall 2015 Summer 2014 Summer 2015 Fall 2015 Top 3 State Mentions % #1 NY (27) NY (32) NY (28) #2 MI (27) MI (27) MI (26) #3 IL (20) FL (21) IL (22) Top 3 State Mentions % #1 FL (39) FL (42) FL (38) #2 CA (20) CA (22) CA (18) #3 NV (15) NV (15) NV (18) Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q5. 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? Q6. What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? Q7. 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? Q8. What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 8
Intent to travel to Ontario has strengthened considerably in for a second consecutive wave. Travel intent is equally strong in the other four markets, where the gains seen in the Summer have held in the Fall. Ontario Travel Intent Among US Near Market Residents in the Next 12 Months Top 2 Box % interested among pleasure travelers in US Near Markets 64 72 72 Ontario 52 62 72 Summer 2014 Summer 2015 Fall 2015 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 9
Travel intent among Family Memory Builders has increased since the Summer, and is now within ten percentage points of Up and Coming Explorers. Other segments were also likely to say they would visit the province in the next 12 months. Ontario Travel Intent Among US Near Market Residents in the Next 12 Months - by Key Segments Top 2 Box % interested among pleasure travelers in US Near Markets 100% 90% 80% 70% 73% 72% 67% 84% 83% 81% 80% 75% 69% 60% 57% 52% 50% 40% 30% Aug '14 Jun '15 Oct '15 Family Memory Builders Connected Explorers Knowledge Seekers Up & Coming Explorers NOTE: Base sizes too small per segment to report on only Base: Data based on Detroit, Buffalo, Rochester & Syracuse only Q15. How interested are you in traveling to each of the following destinations within the next 12 months? 10
ONTARIO IMAGE MEASURES
Ontario s overall rating as a pleasure travel destination remained consistent in the Fall, across all US Near markets. Overall Rating Of Ontario (10-point scale) Among pleasure travelers in US Near Markets 7.3 7.5 7.5 Ontario 7.3 7.0 7.3 Summer 2014 Summer 2015 Fall 2015 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q12. 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? 12
The province continued to be highly rated on all pleasure travel attributes. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in US Near markets Poor = 1, Excellent = 10 Summer 2014 Summer 2015 Fall 2015 Having lots to see and do 8.1 8.2 8.1 Experiencing arts and culture 7.8 7.9 7.9 Experiencing city life 7.9 8.0 8.0 Having fun and being entertained 7.9 8.0 8.1 Experiencing the great outdoors 8.0 8.0 8.1 Experiencing different cultures/ways of life 7.8 8.0 8.0 Experiencing something new/different 7.8 8.1 8.0 Visiting national/provincial parks 7.6 7.7 7.7 Touring small towns/villages 7.4 7.6 7.6 Getting value for the money 6.9 7.3 7.4 Experiencing great dining and restaurants n/a 8.0 8.0 Attending summer festivals/attractions n/a 7.9 7.8 8.2 7.8 8.0 7.9 7.8 7.6 7.8 7.5 7.7 7.9 7.7 8.0 8.2 8.1 8.0 8.1 8.0 8.1 8.2 8.1 8.2 7.5 7.7 7.5 7.6 7.5 7.3 6.9 6.9 7.0 n/a 7.7 7.8 n/a 7.5 7.4 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q12a. 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? 13
Impressions of Ontario as a place to visit also stayed positive, with no significant changes noted since the summer. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in US Near markets Poor = 1, Excellent = 10 Summer 2014 Summer 2015 Fall 2015 A place that you would enjoy visiting 8.0 8.2 8.2 A place where it is easy to vacation 7.7 8.0 7.8 A place that you would recommend for a vacation or short getaway 7.8 8.0 7.9 A place with friendly people 7.9 8.2 8.2 A place that is safe 8.0 8.1 8.2 A good place for a family vacation 7.9 8.1 8.1 A good vacation destination for adults 8.3 8.5 8.3 A unique place 7.8 8.1 8.0 An exciting place to visit 7.8 7.9 7.9 A place that offers urban excitement with close proximity to nature 7.9 8.0 8.0 A place that offers a range of different experiences 8.1 8.2 8.2 8.2 8.2 8.2 7.7 7.5 7.5 7.7 7.5 7.6 8.2 7.9 8.0 7.9 7.9 7.9 8.2 7.8 7.9 8.5 8.3 8.3 8.2 8.1 8.0 8.1 7.9 8.0 8.1 7.9 8.1 8.3 8.2 8.2 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 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 Ontario? 14
Ontario Brand Pillars Diverse Dynamic Fun Easy The range of geographic and activity-based experiences The seasons, events, multiculturalism, and liberal society combining to create new quality experiences yearround The welcoming, interesting, and interactive activities which allow each visitor to create his or her own personal idea of a great time The quality of life shared with visitors through the broad variety of experiences that are accessible, affordable, and safe Imagery statement measured: Having lots to see and do Experiencing something new and different Having fun and being entertained A place where it is easy to vacation 15
The Ontario brand continues to be closely associated with being fun, diverse, dynamic and easy. Ratings For Ontario Brand Pillars Among pleasure travelers in US Near markets Diverse 8.2 7.8 8.0 Dynamic 8.2 8.1 8.2 Fun 7.9 7.7 8.0 Easy 7.7 7.5 7.5 8.0 8.2 8.1 8.1 8.0 7.8 7.9 8.0 8.1 8.0 7.7 7.8 Diverse Dynamic Fun Easy Summer 2014 Summer 2015 Fall 2015 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q12a/b. 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.? 16
Following what was likely a seasonal lift for several destination in the summer, average Equity for Ontario and other markets remained stable in the Fall. 51 45 49 Average of Equity Pillars (Top 3 Box) % 42 38 32 6263 54 56 474950 48 52 Ontario 41 44 43 41 41 36 Ontario Quebec New York State Michigan New England States Summer 2014 Summer 2015 Fall 2015 Pennsylvania Familiarity Uniqueness Relevance Popularity Quality 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 It is a popular destination for a pleasure trip This place offers consistently high quality travel experiences Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 17
No significant shift was noted at the level of individual Equity pillars either. US Near pleasure travelers are about as familiar with Ontario as with the New England states and Pennsylvania. The province also continues to enjoy stronger familiarity, relevance, popularity and quality perceptions than Quebec. Equity Pillars - Top 3 Box % By Region (1-10 scale) Among pleasure travelers in US Near Markets Ontario, Canada Quebec, Canada New York State, USA The State of Michigan, USA New England states, USA Pennsylvania, USA Base: Total asked (n=764) % (n=484) % (n=421) % (n=499) % (n=432) % Familiarity 42 25 61 60 43 43 Uniqueness 47 45 60 45 52 38 Relevance 49 38 62 53 56 44 Popularity 54 42 70 44 55 38 Quality 53 41 64 47 56 40 (n=465) % Ontario S 2015 F 2015 Familiarity 30 32 Uniqueness 48 42 Relevance 38 41 Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Popularity 51 46 Quality 52 53 Base: Data based on Detroit, Buffalo, Rochester & Syracuse only Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 18
While no significant changes were noted, perceptions of Ontario as a friendly destination appear to be slowly strengthening over time. Friendly 48 51 56 Dynamic 38 34 37 Genuine 44 43 45 Agreement of Personality Traits & Associated Emotions % who say yes among pleasure travelers in US Near Markets Personality Traits Associated With Ontario Emotions Associated With Ontario Summer 2014 Summer 2015 Fall 2015 Relaxed 41 39 46 Delighted 37 37 39 Inspired 37 37 33 53 55 58 % 45 45 % 38 37 37 39 43 47 46 39 38 41 31 31 34 Friendly Dynamic Genuine Relaxed Delighted Inspired Significant increase versus previous period, at 95% statistical confidence Significant decrease versus previous period, at 95% statistical confidence Base: Data based on Detroit, Buffalo, Rochester & Syracuse only; Summer 2014 n=653, Summer 2015 n=784, Fall 2015 n=764; reported individually; Summer 2014 n=347, Summer 2015 n=221, Fall 2015 n=229 Q.13a Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? Q.13b Still thinking about these destinations, which emotions do you associate with each destination below? 19
Queen s Printer for Ontario, 2015 20