1 Summer 2014 Brand & Advertising Tracking Study Report Montreal Market
STUDY BACKGROUND & METHODOLOGY
3 Study Methodology 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) Fielding: conducted in August 2014 Sample size by region: Ontario: n=1,009 Quebec (Montreal): n=803 US Near Markets (Detroit, Rochester, Buffalo, Syracuse, Pittsburgh): n=1,000 US Mid Markets: n=1,001 New York City, n=1,006 Philadelphia
TRAVEL DESTINATION CONSIDERATION SET
5 About a quarter of Montreal pleasure travelers are claiming that they never travel elsewhere in Canada. Overall, travel habits have remained consistent versus last year. 2013 2014 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 Take more trips 18 17 16 13 13 14 3 5 16 16 8 11 11 12 Taking about the same number of trips 46 49 45 48 50 48 33 31 34 36 52 50 43 43 Taking fewer trips 27 26 29 29 29 31 37 39 31 31 28 28 32 32 Never take this type of trips 8 8 10 10 8 7 27 25 19 17 12 10 14 13 Base: Total Sample 2014 n=803, 2013 n=704 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.
Interest in visiting Ontario has remained fairly consistent over time and seems quite stable since 2011. 51% of French Montreal are claiming to be interested in visiting Ontario in the next year, a level comparable to Philadelphia. Travel Intent Among Montreal Residents in the Next 12 Months % interested among pleasure travelers in Montreal 70 60 50 53 59 51 47 44 53 54 58 59 60 54 51 60 58 59 52 52 57 50 51 May 05 40 30 (75% French Montreal & 25% English Montreal) 100% French Montreal 20 10 0 May '05 Jul '05 Oct '05 Feb '06 Jun '06 Sep '06 Jan '07 Jun '07 Nov '07 Jul '08 Nov '08 Jun '09 Nov '09 Mar '10 Jun '10 May '11 Jul '11 Jun '12 Jul '13 Aug '14 Comparable seasons Base: Total Sample Q15. How interested are you in traveling to each of the following destinations within the next 12 months or so? 6 Note: All historical data on this slide are based on Total (75% French Montreal & 25% English Montreal), while the data in June 13 is based on 100% French Montreal. Please interpret the data with caution due to the sample spec differences.
7 Ontario is more top of mind as a destination for shorter trips (1-3 nights) versus 4+ nights, and there has been no significant change in these levels over time. 2012 2013 2014 26 28 26 9 9 7 Unaided Awareness of Ontario for A Short Trip (1-3 nights) Unaided Awareness of Ontario for A Longer (4+ nights)trip Base: Total Sample 2014 n=803, 2013 n=704 Q5/Q6. 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? / What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? Q7/Q8. 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? / What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home?
8 When thinking about a short getaway, New York City is the specific city mentioned most, followed by Ottawa and Toronto. Overall, (NET), Montrealers mention destinations within their own province first, followed by the USA and then Ontario. New York City (NY) Ottawa (ON) Toronto (ON) Quebec City (QC) Boston (MA) Mont Tremblant/ Tremblant (QC) Charlevoix (QC) Laurentides (QC) Gaspesie (QC) Saguenay-Lac-St-Jean (QC) Magog (QC) Las Vegas (NV) Total Unaided Awareness of Destinations for a Short Trip (1-3 nights) Away from Home Specific Place/City Mentions: Top 12 Mentions Base: Total Sample n=803 % Among pleasure travelers in Montreal who mention each place below 3 3 3 6 7 7 8 13 12 11 10 23 13% (Jul 13) Net State/Country/Region: Top 12 Mentions Canada (Net) Quebec (Subnet) United States (Net) Ontario (Subnet) New York (Subnet) Massachusetts (Subnet) Europe (Net) Caribbean (Net) Florida (Subnet) France (Subnet) Maine (Subnet) Q5/Q6. 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? / What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? (up to five mentions). Cuba 6 5 4 4 3 3 10 26 26 40 67 28% (Jul 13) 74
Montrealers do not think of Ontario for longer trips. We observe a directional drop from 9% to 7% versus last year and overall lower results for Canada. Europe and the United States have gained several %pts versus 2013 although not significantly. % Total Unaided Awareness of Destinations for a Longer Trip (4+ nights) Away from Home Specific Place/City Mentions: Top 12 Mentions Among pleasure travelers in Montreal who mention each place below Net State/Country/Region: Top 12 Mentions 9 New York City (NY) Paris (FR) Gaspesie (QC) Vancouver (BC) Toronto (ON) Las Vegas (NV) Cancun Punta Cana Charlevoix (QC) Ottawa (ON) Boston (MA) Miama/Miama Beach (FL) 3 3 3 3 3 2 2 2 2 5 11 10 4% (Jul 13) United States (Net) Europe (Net) Caribbean (Net) Canada (Net) Mexico (Net) Quebec (Subnet) Cuba France (Subnet) Florida (Subnet) Dominican Republic (Subnet) New York (Subnet) Ontario (subnet) Base: Total Sample n=803 Q7/Q8. 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? / What other destinations, if any, come to mind for a short getaway trip of one to three nights away from home? 7 12 11 16 23 22 22 22 31 34 38 41 9% (Jul 13)
ONTARIO IMAGE MEASURES
Montrealers rated Ontario on average at 6.8, a level comparable to the one seen in Philadelphia. Ratings have not moved for the past 4 years. Overall Rating Of Ontario (10-point scale) Among pleasure travelers in Montreal 10.0 8.0 6.0 6.8 7.0 6.7 6.9 7.0 6.7 6.8 overall rating of ontario 4.0 (75% French Montreal & 25% English Montreal) 100% French Montreal 2.0 0.0 Mar '10 July '10 May '11 July '11 June '12 July '13 Aug'14 11 Base: Total Sample n=803 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? Note: All historical data on this slide are based on Total (75% French Montreal & 25% English Montreal), while the data in June 13 is based on 100% French Montreal. Please interpret the data with caution due to the sample spec differences.
Despite overall stable ratings, some specific perceptions have improved such as Touring small towns and villages, Experiencing the outdoors and Quality beaches. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Montreal Jun 12 # Jul '13 # Aug 14 # Experiencing arts and culture 7.5 7.2 7.4 Touring small towns and villages - 6.7 7.1 Experiencing the great outdoors 7.5 7.0 7.3 Having fun and being entertained 7.4 7.1 7.0 Experiencing something new and different 6.8 6.4 6.6 Experiencing city life 6.9 6.6 6.6 Experiencing different cultures and ways of life 6.6 6.2 6.4 Quality of its beaches 6.6 6.3 6.6 Having lots to see and do 7.5 7.3 7.4 Value for the money 6.9 6.7 6.7 A place with easy access by car, bus or train 8.3 8.3 8.3 Visiting breweries - - 6.3 Visiting national/provincial parks - - 7.7 Attending music festivals - - 6.7 Base: Total Sample 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? 12
The perceptions that have increased for Ontario over time (Touring small towns, Experiencing the outdoors and Beaches) are the those that we see surpassing NY State. Experiencing city life and being Entertained are weaknesses versus Quebec and NY State. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Montreal Aug 14 Ontario n=803 Quebec n=508 New York State n=477 Experiencing arts and culture 7.4 8.2 8.4 Touring small towns and villages 7.1 8.3 6.5 Experiencing the great outdoors 7.3 8.2 6.7 Having fun and being entertained 7.0 8.2 8.5 Experiencing something new and different 6.6 7.2 7.9 Experiencing city life 6.6 8.2 8.8 Experiencing different cultures and ways of life 6.4 7.1 7.5 Quality of its beaches 6.6 6.3 6.2 Having lots to see and do 7.4 8.2 8.6 Value for the money 6.7 7.2 6.9 A place with easy access by car, bus or train 8.3 8.6 8.0 Visiting breweries 6.3 7.9 6.7 Visiting national/provincial parks 7.7 8.4 7.0 Attending music festivals 6.7 8.5 7.3 Base: Total Asked 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
The below perceptions have not changed over time. Unique and Exciting continue to be less associated with Ontario. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Montreal Jun 12 # Jul'13 # Aug 14 # A place that is safe 8.1 7.6 7.6 A good vacation destination for adults 7.9 7.7 7.7 A good place for a family vacation 7.7 7.7 7.7 A place with friendly people 7.0 7.1 7.2 A unique place 6.9 6.5 6.7 An exciting place to visit 6.9 6.9 7.0 A place where it is easy to vacation 7.9 7.8 7.9 A place that you would enjoy visiting 7.2 7.0 7.1 A Place that you would recommend for a vacation or a short getaway 7.3 7.2 7.3 A place where I would not have language difficulties N/A 7.2 7.4 Base: Total Sample A place that offers urban excitement with close proximity to nature - - 7.5 A place that offers a range of different experiences - - 7.5 Q12B. 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 (MT1)? 14
When comparing Ontario and NY State; Easy to vacation, No language difficulties and Urban excitement with close proximity to nature are perceptions equally shared. Average Ratings for Ontario (1-10 scale) Among pleasure travelers in Montreal Aug 14 Ontario n=803 Quebec n=508 New York State n=477 A place that is safe 7.6 8.2 6.1 A good vacation destination for adults 7.7 8.5 8.7 A good place for a family vacation 7.7 8.6 7.1 A place with friendly people 7.2 8.6 7.4 A unique place 6.7 7.9 8.1 An exciting place to visit 7.0 8.3 8.4 A place where it is easy to vacation 7.9 8.6 7.9 A place that you would enjoy visiting 7.1 8.3 8.3 A Place that you would recommend for a vacation or a short getaway 7.3 8.7 8.3 A place where I would not have language difficulties 7.4 9.3 7.3 A place that offers urban excitement with close proximity to nature 7.5 8.4 7.4 A place that offers a range of different experiences 7.5 8.2 8.5 Base: Total Asked Q12B. 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 (MT1)? 15
16 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
The softer results observed in 2013 on Brand Pillars have gained momentum in 2014. Ontario continues to be more perceived as being an Easy destination rather than a Dynamic one. Ratings for Ontario Brand Pillars Among total pleasure travelers in Montreal Diverse Dynamic Fun Easy 7.5 7.3 7.4 6.8 6.4 6.6 7.4 7.1 7.0 7.9 7.8 7.9 17 2012 2013 2014 Base: Total Sample 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.?
NY State rates highest on all pillars except for Easy, where Quebec scores highest, not surprisingly. Ratings for Brand Pillars Aug 14 Among total pleasure travelers in Montreal Diverse Dynamic Fun Easy 8.2 8.6 7.9 8.2 8.5 7.9 8.6 7.9 7.4 6.6 7.2 7.0 18 Ontario Quebec New York State Base: Total Asked 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.?
Ontario s Equity trails behind NY State and New Brunswick and is similar to Maine and Massachusetts. Average Equity Pillars % (T3B) 35 66 44 53 38 33 Ontario Quebec New Brunswick New York State Maine Massachusetts 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: Total Sample n =803 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements. 19
Ontario and Massachusetts both share a similar equity profile. However, Ontario s relevancy, a key equity pillar, is lower compared to NB, NY and Maine. Uniqueness is also a weakness vs. other regions surrounding Montreal. Equity Pillars Top 3 Box % By Region (1-10 scale) Among pleasure travelers in Montreal Ontario Quebec New Brunswick, Canada New York State Maine, USA Massachusetts, USA Base: Total asked 803 508 521 477 431 472 Familiarity 31% 78% 31% 36% 23% 20% Uniqueness 29% 55% 46% 56% 35% 32% Popularity 42% 70% 49% 69% 52% 40% Relevance 35% 66% 46% 49% 41% 36% Quality 40% 63% 46% 57% 41% 37% 20 Q13ii. Using a scale from 1 to 10, please indicate how much you agree or disagree with each of the following statements.
21 Ontario is considered more Friendly than Dynamic and Genuine, although we observe a significant increase in the latter personality trait versus a year ago. Feelings of being relaxed comes more to mind of Montrealers when thinking about the province versus Delighted and Inspired. Agreement of Personality Traits & Associated Emotions % who say yes among pleasure travelers in Montreal Ontario Personality Traits Associated Emotions 38% 38% 27% 25% 11% 22% 17% 20% 21% 14% n/a n/a Friendly Dynamic Genuine 2013 2014 Relaxed Delighted Inspired 2013 2014 Base: Total Sample n=803 Q.13A Still thinking about these destinations, which of the following words do you think could describe each destination if it were a person? - Ontario, Canada Q.13B Still thinking about these destinations, which emotions do you associate with each destination below? - Ontario, Canada
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 (MT1)? 22 Those interested in visiting Ontario seem to rate the destination particularly more highly on Having Fun and Being entertained, Experiencing city life, Something new and different. Variations in Ratings of Ontario by Interest in Visitation Average rating among pleasure travelers in Montreal who are interested/not Interested to travel in Ontario in the next 12 months (1-10 scale) Interest In Travel In The N12M Interested n=408 Not interested n=395 Having fun and being entertained 7.9 6.1 Experiencing city life 7.4 5.7 Experiencing something new and different 7.4 5.7 Having lots to see and do 8.1 6.5 Experiencing different cultures and ways of life 7.1 5.6 Quality of its beaches 7.3 5.8 Attending music festivals 7.4 5.9 Value for the money 7.4 5.9 Visiting breweries 7.0 5.6 Experiencing arts and culture 8.0 6.7 Experiencing the great outdoors 8.0 6.7 Touring small towns and villages 7.6 6.4 Visiting national/provincial parks 8.2 7.1 A place with easy access by car,bus or train 8.6 7.9-0.7 This analysis provides highlights on the key differences between the two subgroups. Standardized Difference (Difference vs. Average Gap) + Average Difference 1,4-0.2-0.3-0.0-0.1-0.1 +0.2 +0.1 +0.1 +0.1 +0.1 +0.4 +0.3 +0.3
Safety and Easy are not as high differentiators between those interested in visiting Ontario versus those not interested. General feelings of Excitement and Enjoyment seem to be top differentiators between the two groups. Variations in Ratings of Ontario by Interest in Visitation Average rating among pleasure travelers in Montreal who are interested/not Interested to travel in Ontario in the next 12 months (1-10 scale) Interest In Travel In The N12M Interested Not interested n=408 n=395 This analysis provides highlights on the key differences between the two subgroups. Standardized Difference (Difference vs. Average Gap) + Average Difference 1,5 A place that you would enjoy visiting 8.3 5.8 A place that you would recommend for a vacation or short getaway 8.2 6.2 An exciting place to visit 7.9 6.0 A unique place 7.5 5.8 A place with friendly people 7.9 6.4 A good vacation destination for adults 8.4 6.9 A place that offers a range of different experiences 8.1 6.6 A good place for a family vacation 8.4 7.0-0.1 A place where I would not have language difficulties 8.0 6.7-0,2 A place that offers urban excitement with close proximity to nature 8.1 6.9-0.3 A place where it is easy to vacation 8.3 7.3-0.5 A place that is safe 7.9 7.2-0.8 +1,0 +0,5 +0,4 +0.2 +0.0 0.0 0.0 23 Q12B. And again, on a scale from 1 to 10, where 10 is Applies completely and 1 is Does not apply at all, how would you rate each of the following places as a travel destination specifically for (MT1)?
EQUITY AND IMAGERY OF CITIES
Toronto and Ottawa rank lowest (with Chicago) as a top destination for Montrealers. Popularity, unique and relevancy are also weak compared to Boston, NY and Quebec City. Equity Pillars Top 2 Box % By City (5 pt. scale) Among pleasure travelers in Montreal Toronto, Canada Chicago, USA Ottawa, Canada Boston, USA New York City Quebec City, Canada Base: Total asked 803 411 488 461 556 493 I am familiar with and understand what this place has to offer This place has unique and different features that other destinations do not have for pleasure travel It is a place that is appropriate and fits my lifestyle and needs for pleasure travel It is a popular destination for a pleasure trip Is among the top destinations for me to travel to in the next couple of years 47% 18% 56% 34% 55% 84% 39% 37% 39% 50% 74% 70% 39% 35% 40% 52% 62% 73% 52% 40% 50% 63% 82% 83% 32% 30% 30% 47% 62% 63% 25 Q14A: And thinking about the destinations below, to what extent would you agree or disagree with the statement (MT1)? Please indicate your level of agreement to the statement for each place.
NYC and Quebec City have the strongest image perceptions across the cities, while Chicago collects the lowest views. Toronto, Ottawa and Boston tend to be rated somewhat similarly by Montrealers. Image Perceptions by City Top 3 Box % Toronto, Canada Chicago, USA Ottawa, Canada Boston, USA New York City Quebec City, Canada Base: Total asked 803 411 488 461 556 493 With lots to do for couples 51% 41% 46% 58% 74% 75% With lots to do for families 47% 28% 48% 39% 51% 70% That has good value for the money 33% 25% 41% 36% 39% 57% That is a safe place to visit 46% 21% 65% 41% 28% 76% That combines nature and architecture to make the city attractive 37% 35% 51% 54% 54% 75% With good festivals and street activity 36% 24% 36% 34% 52% 76% With lots of new things to discover 47% 43% 41% 57% 74% 61% That offers a welcome, open-minded attitude 39% 29% 45% 49% 56% 74% That is a friendly city 41% 34% 47% 58% 56% 80% That is a sophisticated, cosmopolitan city 50% 39% 39% 55% 72% 59% That is a good place for a short getaway 50% 32% 59% 57% 68% 80% Offers good food and wine experiences 40% 28% 38% 40% 55% 73% That offers cultural experiences (theatres, museums, etc.) 54% 42% 59% 55% 77% 75% Offers good shopping opportunities 50% 44% 35% 51% 84% 57% Has diverse cultures 61% 43% 45% 47% 78% 48% 26 Q14 how would you rate each of the following places as a travel destination for?
TRAVEL EXPERIENCES IN ONTARIO
28 62% of Montrealers who traveled to Ontario were very satisfied with their trip(s), a level comparable to Ontario residents but lower versus the US markets. Overall Satisfaction Top 2 Box 100 97 35 35 Somewhat satisified Very satisified 65 62 2013 2014 Base: Those taken two or more trips to Ontario in P12M: 2014 n=72; 2013 N=47 QT10B: Please consider all of the pleasure trips of one or more nights you have taken in Ontario over the past 12 months. Overall, how satisfied would you say you have been with these trips?
About a quarter (23%) of Montrealers have been recommended destinations in Ontario, an increase from 2013 (19%). However, only 55% of past Ontario travelers would recommend the province to others, a level much lower than seen in other markets. % of respondents that Ontario was recommended to by others Likelihood to recommend Ontario to others 19% Among respondents who have visited Ontario in the past 12 months: 45% 23% 24% Defintely Very Likely Among respondents who have visited Ontario in the past 12 months: 55% 22% 14% 13% 10% 9% 2013 2014 2013 2014 Base: Total Sample : 2014 n=803; 2013 n= 704 QT14A. How likely are you to recommend destinations in Ontario to friends, family, or acquaintances who may be considering pleasure travel? QT14B. And, has anyone ever recommended destinations in Ontario to you as places to consider for pleasure travel? 29