1 Fall 20 Brand & Advertising Tracking Study Report Ontario Market
STUDY BACKGROUND & METHODOLOGY
Methodology & Sample Profile Methodology: Online survey Eligibility: Residents of Ontario 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) Fielding: tember 29 th - October 5 th, 20 Sample size : n=1000 3
TRAVEL DESTINATION CONSIDERATION SET
Trip habits have mostly held steady since the summer. Some gains were noted in trips within the province, while fewer people said they were traveling outside Canada. Take more trips Short weekend trips 22 22 21 21 19 19 Longer trips of 4 or more nights away from home 12 12 Trips within your province 16 14 Trips elsewhere in Canada 11 9 11 10 9 8 Trips out of the country 19 19 20 16 Trips within 500 kilometers of my home 11 11 12 Trips to destinations more than 500 kilometers away 16 14 1 14 Taking about the same number of trips 53 51 5 50 54 54 53 51 56 49 51 51 58 58 62 56 56 59 44 44 50 44 43 41 42 46 45 42 45 40 59 56 61 52 58 56 48 49 50 4 48 Taking fewer trips 20 20 18 23 21 22 2 29 25 31 29 29 22 22 21 23 26 22 33 33 28 31 35 35 30 26 2 28 29 32 23 25 21 26 25 25 30 29 2 29 31 Never take this type of trips 5 8 5 6 5 5 4 3 6 4 6 5 12 14 12 16 9 11 6 8 5 9 8 9 10 8 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Summer 20 n=1010, Summer 2014 n=1009, Fall 2014 n=1005, Winter 2014 n=1004, Summer 20 n=1003, Fall 20 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
Intent to travel within Ontario remained strong and stable. Interest in Ontario Travel Among Residents in the Next 12 Months Top 2 Box interested among pleasure travelers in Ontario 100 95 90 85 80 90 91 91 8 89 86 86 85 84 86 85 85 88 88 82 80 82 80 83 85 86 85 90 88 90 8 86 8 8 86 8 5 0 May '05 Jul '05 Oct '05 Feb '06 '06 Oct '06 Jan Apr Nov Apr Jul Nov Jan Mar Aug Nov Feb '10 '10 Jul '10 '11 '12 Aug '12 ' Aug '14 t '14 Jan ' ' ' Base: Total sample Q. How interested are you in traveling to each of the following destinations within the next 12 months? 6
Interest in travel within Ontario was very high and almost identical among key segments. No significant changes were noted from the previous wave. Interest in Ontario Travel Among Residents in the Next 12 Months - by Key Segments Top 2 Box interested among pleasure travelers in Ontario 100 96 95 90 85 91 91 90 90 88 89 8 8 85 85 85 83 91 89 84 89 88 8 8 80 5 0 Aug'14 '14 Jan ' ' ' Family Memory Builders Connected Explorers Knowledge Seekers Up & Coming Explorers Base: Segments (as part of total sample) Q. How interested are you in traveling to each of the following destinations within the next 12 months?
Unaided awareness of Ontario as a short-trip travel destination has remained steady since the previous wave. 80 Total Unaided Awareness of Ontario for a Short Trip (1-3 nights) Away from Home - Long-Term Trend Among pleasure travelers in Ontario 5 2 0 65 60 55 50 6 6 60 66 63 59 64 59 63 58 64 66 66 58 62 68 65 63 64 6 6 60 55 58 5 54 54 52 50 51 45 40 Jul '05 Oct '05 Feb '06 '06 Oct '06 Jan Apr Nov Apr Jul Nov Jan Mar Aug Nov Feb '10 '10 Jul '10 '11 '12 Aug '12 ' Aug '14 t '14 Jan ' ' ' 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? 8
Spontaneous awareness of the province as a destination for more long-term travel is unchanged since the Summer. Total Unaided Awareness of Ontario for a Longer Trip (4+ nights) Away from Home - Long-Term Trend Among pleasure travelers in Ontario 30 25 20 24 23 1 18 1 16 19 16 16 20 14 1 24 20 21 1 18 25 14 19 14 10 9 9 10 5 0 Jul '05 Oct '05 Feb '06 '06 Oct '06 Jan Apr Nov Apr Jul Nov Jan Mar Aug Nov Feb '10 '10 Jul '10 '11 '12 Aug '12 ' Aug '14 t '14 Jan ' ' ' Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample Q. 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
One in four Ontario pleasure travelers named Montreal as a short break destination, keeping it firmly in first place (Toronto is in 2 nd at 18). Ontario remains very top-ofmind at a destination for short trips. Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Among pleasure travelers in Ontario (total) who mention each place below Specific Place/City Mentions: Top 12 Mentions Net State/Country/Region: Top 12 Mentions Montreal (QC) Toronto (ON) Ottawa (ON) Niagara Falls (unspecified)* Niagara Falls/On the Lake (ON) New York City (NY) Las Vegas (NE) Quebec City (QC) Chicago (IL) Boston (MA) Buffalo (NY) Vancouver (BC) Significant increase versus previous period, at 95 statistical confidence 5 4 4 8 14 12 18 25 (Summer ) Canada (net) Ontario (sub-net) U.S (net) Quebec (sub-net) New York (sub-net) Nevada (sub-net) Florida (sub-net) Illinois (sub-net) Caribbean (net) Europe (net) Massachusetts (sub-net) British Columbia (sub-net) Michigan (sub-net) Significant decrease versus previous period, at 95 statistical confidence * Specific location (e.g. Ontario, Canada, or NY, USA) not specified) Base: Fall 20, 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? 8 6 5 5 5 29 33 51 49 6 50 (Summer ) 10
US destinations remain very top-of-mind for longer trips, while Ontario and Toronto are not gaining in awareness. Total Unaided Awareness of Destinations for a Longer Trip (4+ nights) Away from Home Among pleasure travelers in Ontario (total) who mention each place below Specific Place/City Mentions: Top 12 Mentions Other cities with 2: Los Angeles, San Francisco, Miami, Cancun, Rome, Hong Kong Las Vegas (NE) Vancouver (BC) Paris (FR) Montreal (QC) London (UK) New York City (NY) Orlando (FL) Toronto (ON) Quebec City (QC) Ottawa (ON) Boston (MA) Chicago (IL) 4 4 4 3 2 2 2 2 2 6 8 3 (Summer Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Net State/Country/Region: Top 12 Mentions United States (net) Europe (net) Caribbean (net) Canada (net) Florida (sub-net) Mexico (net) Cuba (sub-net) UK/Britain (sub-net) France (sub-net) Asia (net) British Columbia (sub-net) California (sub-net) Ontario (sub-net) Base: Fall 20, n=1000 Q. When you think of taking a longer vacation of 4 or more nights away from home, which destination first comes to mind? Q.8 What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 14 12 11 10 10 22 32 31 3 49 9 (Summer ) 11
ONTARIO IMAGE MEASURES
Ontario continues to be rated highly as a travel destination. Ratings have held very steady for the past six years among Ontarian pleasure travelers. Overall Rating Of Ontario (10-point scale) Among pleasure travelers in Ontario 10.0 8.0 8.0 8.4 8.0 8.0 8.3 8.2 8.4 8.3 8.4 8.4 8.4 8.3 8.0 8.0 8.2.9.9 8.1 6.0 4.0 2.0 0.0 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?
Ratings for Ontario have not shifted since the Summer, and remain strong overall. Average Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Ontario Jul '10 W2 '11 W1 '12 W1 Aug '12 W2 Aug 14 t 14 Jan Experiencing the great outdoors 8.5 8.8 8.9 8.8 8. 8.6 8.8 8. 8. 8. Visiting national/provincial parks - - - - - 8.6 6. - 8.6 8. Attending summer festivals/attractions - - - - - - - - 8.4 8.4 Having lots to see and do 8.3 8.6 8.6 8.5 8.3 8.3 8.5 8.2 8.3 8.4 Experiencing great dining and restaurants - - - - - - 8.5 8.2 8.3 8.4 Having fun and being entertained 8.2 8.3 8.4 8.4 8.1 8.0 8.3 8.1 8.2 8.2 Experiencing city life - - - - 8.1 8.0 8.3-8.2 8.2 Touring small towns and villages - - - - 8.1 8.2 8.3-8.2 8.2 Experiencing arts and culture - - - - 8.2 8.3 8.4-8.2 8.2 Value for the money - - - -.3.4. -..6 Experiencing something new and different.8.9 8.9.4.4..5.6.5 Experiencing different cultures and ways of life.9.6.9.9.3.0..4.6.5 Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Total sample 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? 14
Ontario remains rated highly for being a good family vacation destination, safe, easy and most other attributes. Perceptions are on par with the levels seen a year ago in the same season. The province s uniqueness remains the lowest rated attributed, at. out of 10. Trended Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Ontario Average Aug 14 t 14 A place that you would enjoy visiting 8.2 8.3 8.5 8.4 8.5 A place where it is easy to vacation 8.4 8.4 8. 8.6 8.6 A place that you would recommend for a vacation or short getaway 8.4 8.4 8.6 8.5 8.5 A place with friendly people 8.1 8.2 8.4 8.3 8.4 A place that is safe 8.3 8.4 8.5 8.5 8. A good place for a family vacation 8.6 8.5 8. 8. 8. A good vacation destination for adults 8.5 8.4 8.6 8.6 8.6 A unique place.3.5.9.6. An exciting place to visit.8.8 8.1 8.0 8.0 A place that offers urban excitement with close proximity to nature n/a 8.3 8.6 8.5 8.5 A place that offers a range of different experiences n/a 8.3 8.5 8.5 8.5 Base: Total sample 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?
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 16
Ontario s brand pillars remain unchanged since the Summer, and are in line with results seen in recent waves of tracking. Ratings for Ontario Brand Pillars Among total pleasure travelers in Ontario 8.6 8.6 8.5 8.5 8.3 8.3 8.3 8.2 8.38.4 8.0.8.9.9..4.4.5.6.5 8.6 8.6 8. 8.38.4 8.4 8.3 8.2 8.3 8.4 8.4 8.4 8.18.0 8.18.28.2 8.6 8.6 NA Diverse Dynamic Fun Easy Jul '10 W2 '11 '12 W1 Aug '12 W2 ' Summer '14 Fall '14 Winter '14 Summer ' Fall ' Note: Easy not asked in the Winter 2014 wave Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Summer 20 n=1010, Summer 2014 n=1009, Fall 2014 n=1005, Winter 2014 n=1004, Summer 20 n=1003, Fall 20 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? 1
Ontario residents continue to have more Equity for their home province than for other travel destinations. A jump in Equity for Michigan was noted for the first time. 61 65626566 Average of Equity Pillars (T3B) 5558555858 4951 555354 48 4851 5254 22526282 31 25262426 Ontario Atlantic Canada New York Quebec Illinois Michigan Summer 2014 Fall 2014 Winter 2014 Summer 20 Fall 20 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 Base: Summer 2014 n=1009, Fall 2014 n=1005, Winter 2014 n=1004, Summer 20 n=1003, Fall 20 n=1000 Qii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 18
Behind their home province, Ontario residents are most Familiar with Quebec and the Atlantic provinces as travel destinations. No significant differences were noted in any Ontario Equity pillars. Meanwhile, Michigan s Equity growth was seen across nearly all pillars, including Familiarity. Equity Pillars - Top 3 Box By Region (1-10 scale) Among pleasure travelers in Ontario Base: Total asked Ontario (n=1000) Atlantic Canada, or Canada's East Coast (n=52) New York State (n=600) Quebec (n=539) Illinois, USA (n=662) The State of Michigan, USA (n=62) Familiarity 83 51 40 51 21 26 h Uniqueness 51 62 53 53 24 26 Popularity 68 55 49 49 29 33 h Relevance 66 61 2 60 30 35 h Quality 63 59 58 55 30 35 h Significant increase versus previous period, at 95 statistical confidence Significant decrease versus previous period, at 95 statistical confidence Base: Fall 20 Qii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 19
Ontario s strongest perceived personality trait remains friendliness, and the province continues to be most closely associated with the emotion of feeling relaxed. Other perceptions have held steady since the Summer. Agreement of Personality Traits & Associated Emotions Personality Traits Associated With Ontario Emotions Associated With Ontario Summer 20 Summer 2014 Fall 2014 Winter 2014 Summer 20 Fall 20 24 01 66 68 65 62 64 4 49 45 45 4 3940 4240 40 42 40 36 35 36 36 38 36 35 35 32 30 2 22 NA NA 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: Summer 20 n=1010, Summer 2014 n=1009, Fall 2014 n=1005, Winter 2014 n=1004, Summer 20 n=1003, Fall 20 n=1000 Q.a Q.b Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? Still thinking about these destinations, which emotions do you associate with each destination below? 20
Queen s Printer for Ontario, 20 21