Brand Tracking - Ontario
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
Travel Destination Awareness & Consideration 3
Types of Trips Ontarian pleasure travellers indicated that they are taking significantly more short weekend trips compared to the same period last year. 2014 Take more trips Taking about the same number of trips Short weekend trips 26 22 21 50 53 50 Longer trips of 4 or more nights away from home 17 15 13 51 53 49 Trips within your province 19 16 15 55 58 56 Trips elsewhere in Canada 13 11 10 43 44 44 Trips out of the country 18 19 16 42 42 42 Trips within 500 kilometers of my home 16 13 13 56 52 59 Trips to destinations more than 500 kilometers away 18 16 14 46 48 47 Although not significant, other types of trips seem to be on the rise. Taking fewer trips 19 20 23 27 27 31 22 22 23 33 33 31 29 30 28 22 23 26 27 30 29 Never take this type of trips 5 5 6 5 5 7 4 12 11 7 8 3 12 9 6 7 6 15 13 9 10 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
2005 Winter 2006 Summer 2006 2006 Winter 2007 Spring 2007 Summer 2007 2007 Winter 2007 Spring 2008 Summer 2008 2008 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 2014 2014 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. 75 67 50 60 66 63 59 64 59 63 58 64 66 66 58 62 68 65 72 63 64 67 67 60 55 58 57 54 54 52 50 51 48 51 53 52 unaided awareness (52) is comparable with and 2014. 25 0 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
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. 25 23 18 19 Montreal (QC) Toronto (ON) Ottawa (ON) Niagara s/ On-the-Lake (ON) 67 65 51 52 49 50 Specific Place/City Mentions: Top 10 Mentions 14 13 12 11 13 9 7 9 8 8 7 7 7 6 5 4 Niagara s (unspecified)* Las Vegas (NE) New York City (NY) Net State/Country/Region: Top 10 Mentions 33 30 29 29 Chicago (IL) Quebec City (QC) Boston (MA) 7 9 7 7 8 7 7 7 6 6 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
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. 27 61 27 60 15 55 15 Montreal (QC) Ottawa (ON) Niagara s/ On the Lake (ON) 55 9 39 42 Specific Place/City Mentions: Top 10 Mentions 17 12 11 10 11 9 11 10 9 Niagara s (unspecified)* New York City (NY) Net State/Country/Region: Top 10 Mentions 35 34 35 33 Las Vegas (NE) 6 6 5 6 7 4 Chicago (IL) Boston (MA) Buffalo (NY) Quebec City (QC) 9 11 9 11 10 9 6 6 8 6 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
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. 33 35 22 20 Toronto (ON) Montreal (QC) Niagara s/ On the Lake (ON) 73 70 61 61 44 45 Specific Place/City Mentions: Top 10 Mentions 14 11 12 11 Ottawa (ON) 30 28 7 8 9 6 8 7 7 6 6 3 4 5 Quebec City (QC) Net State/Country/Region: Top 10 Mentions 22 25 Las Vegas (NE) Niagara s (unspecified)* 6 8 7 6 4 6 4 5 7 4 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
2005 Winter 2006 Summer 2006 2006 Winter 2007 Spring 2007 Summer 2007 2007 Winter 2007 Spring 2008 Summer 2008 2008 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 2014 2014 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. 50 23 25 17 18 17 13 15 16 19 16 16 20 13 14 17 24 20 21 17 15 18 25 14 15 19 13 13 14 9 9 10 10 10 11 13 0 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
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. 7 8 6 7 8 5 4 5 4 4 2 3 4 3 2 3 3 2 2 2 Vancouver (BC) Las Vegas (NE) Paris (FR) London (UK) Montreal (QC) Ottawa (ON) New York City (NY) 49 50 31 35 37 33 Net State/Country/Region: Top 10 Mentions 32 28 22 23 11 13 10 13 13 12 12 12 14 12 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
2005 Winter 2006 Summer 2006 2006 Winter 2007 Spring 2007 Summer 2007 2007 Winter 2007 Spring 2008 Summer 2008 2008 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 2014 2014 Winter 2014 Summer Winter Spring Summer (WAI) Interest in Ontario Travel in the Next 12 Months Top 2 Box (Very/Fairly Interested) 100 91 87 89 86 86 85 84 86 85 85 88 88 77 82 80 82 80 83 85 86 85 90 88 90 87 86 87 87 86 87 87 87 88 89 75 Interest in Ontario as a travel destination in the next 12 months remained stable since 2011. 50 25 0 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
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. 100 95 90 85 80 75 91 91 90 90 88 89 87 87 85 85 85 83 96 91 89 84 89 88 87 87 91 89 87 87 85 85 83 80 91 90 88 80 90 89 86 78 70 Summer 2014 2014 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
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 87 87 89 Quebec 60 66 70 New York State, USA 66 69 72 Michigan, USA 40 38 39 Atlantic Canada 71 75 75 Anywhere else in the USA 72 74 78 Anywhere else in Canada 81 82 84 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
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 18-34 35-54 55+ (n=491) A (n=514) B (n=282) C (n=417) D (n=306) E Toronto (GTA) (n=482) F Within Ontario 89 89 90 89 89 91 87 92F Quebec 70 68 72 77E 73E 59 74G 66 New York State, USA 72 73 72 78E 73E 65 78G 67 Michigan, USA 39 41 36 40 37 39 40 37 Atlantic Canada 75 76 74 73 75 77 75 75 Rest of Ontario (n=523) G Anywhere else in the USA 78 79 76 82E 80E 70 84G 72 Anywhere else in Canada 84 83 85 87 82 83 86 82 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
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 76 79 79 Quebec 30 39 37 New York State, USA 34 33 33 Michigan, USA 18 17 17 Atlantic Canada 23 23 25 Anywhere else in the USA 39 41 42 Anywhere else in Canada 41 44 39 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
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 18-34 35-54 55+ (n=491) A (n=514) B (n=282) C (n=417) D (n=306) E Toronto (GTA) (n=482) F Within Ontario 79 78 81 77 80 81 74 85F Quebec 37 36 37 43E 37E 29 39 35 New York State, USA 33 37B 28 37E 34 27 41G 26 Michigan, USA 17 20B 13 18 17 15 18 15 Atlantic Canada 25 28 22 27E 25 22 26 23 Anywhere else in the USA 42 47B 38 43 43 41 50G 35 Anywhere else in Canada 39 37 40 44 37 36 44G 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
Destination Perceptions 17
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 2014 2014 Winter 2014 Summer Winter Spring Summer (WAI) Ontario, Canada 8.0 7.9 8.2 7.9 7.9 8.1 7.9 8.1 8.1 8.3 New York State, USA 7.3 7.6 7.6 7.5 7.6 7.6 7.4 7.6 7.5 7.7 Quebec, Canada 6.9 7.1 7.3 7.3 7.4 7.5 7.3 7.4 7.4 7.7 Michigan, USA 6.0 6.1 6.2 6.0 6.2 6.3 6.1 6.1 5.9 6.0 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
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 81 82 47 49 63 67 48 41 Nature and outdoor activities n/a 82 n/a 46 n/a 69 n/a 41 Having lots to see and do 74 75 76 76 67 67 40 34 Food, wine and great culinary adventures n/a 72 n/a 63 n/a 70 n/a 25 Having fun and being entertained 71 71 72 72 60 63 37 34 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 58 61 29 31 48 51 26 27 Experiencing something new and different 54 58 63 64 59 64 37 32 Experiencing different cultures and ways of life 54 56 44 47 60 64 23 22 (n=627) Average 65 69 55 58 60 64 35 32 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
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
Average Ratings for Ontario Brand Pillars - Trended Ontario brand pillars remained relatively stable over the last years. 8.5 8.4 8.4 7.7 7.5 7.7 8.3 8.2 8.2 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
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 8.5 8.4 8.4 New & different 7.7 7.5 7.7 Fun 8.3 8.2 8.2 New York State, USA Diverse 8.7 8.7 8.6 New & different 8.1 8.1 8.1 Fun 8.5 8.5 8.5 Quebec, Canada Diverse 8.1 8.2 8.1 New & different 7.9 7.8 8.0 Fun 7.8 7.9 7.9 Michigan, USA Diverse 7.3 7.2 6.7 New & different 7.1 7.1 6.7 Fun 7.0 7.1 6.7 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
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 78 80 54 58 60 62 40 39 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 76 77 62 61 63 66 37 31 A place that you would enjoy visiting 76 76 71 71 69 68 45 40 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 67 66 73 73 63 63 38 32 (n=627) Average 74 76 65 63 64 60 40 36 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
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). 65 61 62 65 66 65 68 61 63 55 49 51 53 54 56 58 51 52 48 48 51 52 54 57 51 53 50 31 30 25 26 24 26 24 27 30 Ontario, Canada New York State, USA Quebec, Canada Michigan, USA Summer 2014 2014 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
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 83 81 40 46 51 54 26 26 Uniqueness 51 55 53 58 53 58 26 29 Popularity 66 67 72 75 60 64 35 31 Relevance 68 70 49 53 49 52 33 32 Quality 63 65 58 63 55 57 35 31 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
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: 29 40 46 74 23 Summer 16: 67 31 37 54 16 67 35 30 27 Summer 16: 49 Summer 16: 25 47 49 42 28 29 20 23 17 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
Purchase Cycle 27
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
Queen s Printer for Ontario,