applying consumer insights to top margin attract north ... · applying consumer insights to attract...

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Applying Consumer Insights to Attract North American Visitors

Applying Consumer Insights To Attract North American Visitors October 23rd, 2012

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Growth summary

2

Ontario strives for tourism growth

The RTO structure was created as a platform for driving growth

It focuses marketing and the development of Ontario’s diverse tourism assets.

The growth outcomes will be diverse:

Appropriately develop and package regional product;

Attract new spending and boost frequency among core visitors;

Attract new and peripheral visitors.

Define high potential consumer segments and source markets for targeting by Region.

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69,093 2 surveys

884 variables

3

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Segmentation Constructs

Social/Emotional Needs

Importance Of Travel

Use Of Technology In Travel

Travel Experiences

Sought

4

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Geographic Coverage Of The Research

5

Manitoba Ontario

Wisconsin

Kentucky

Illinois

North Carolina

Virginia

West Virginia

New Hampshire

Massachusetts

Rhode Island

New Jersey

Connecticut

Delaware

Maryland

Quebec

Washington DC

Michigan

Ohio

Pennsylvania

New York

Vermont

Minnesota

Indiana

Nearby US

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6

Introducing The Segments

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12 Unique Segments Were Identified

5% 5%

7%

9%

8%

8% 6% 14%

15%

6%

6%

10%

Pampered Relaxers Sports

Lovers

Knowledge Seekers

Up & Coming Explorers

Connected Explorers

Aces

Outgoing Mature Couples

Family Memory Builders

Mellow Vacationers

Nature Lovers

Solitaires

Youthful Socializers

7

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Who Are They?

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Introducing Pampered Relaxers...

Pampered Relaxers

This segment is defined by an orientation toward pampering and resort life experiences. This very often involves beach experiences, water and sun destinations in winter.

For this segment, vacations are a time to relax and re-energize often through high-end sophisticated activities.

5%

Key Differentiators

71%

80%

56%

47%

20%

46%

8%

35%

Pampered Relaxers

Total Travellers

Travelled outside US/ Canada in P12M

Beach, resort, spa, water activities undertaken on trips on P12M

“Pampering” main benefit of P12M trips

Travelled in Winter on P12M trips

9

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Sports Lovers

This group, skews more male, and is driven by a love of sports, either watching or participating. By the nature of their passion these people describe themselves as more active and energetic than most. In reality their sports are not necessarily extreme more in keeping with what is readily available, and more likely to be organized team sports and golf.

5%

Introducing Sports Lovers...

Key Differentiators

51%

37%

37%

47%

16%

9%

4%

24%

28%

5%

Sports Lovers

Total Travellers

Attended sports events (spectator)

on trips in P12M

Sports event (spectator) Main

reason for trip

Agree with “I am more physically active than

most people”

Take part in sports activities while on trip in P12M

“Golf” on trip in P12M

10

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Introducing Knowledge Seekers...

Knowledge Seekers

Travellers in this segment are looking to appreciate and understand the places they visit. Their trips are typically about expanding their knowledge and stimulating their minds rather than resting and relaxing. They are driven by a desire to explore culture, history, architecture and natural landmarks and often focus on sight-seeing, museums, galleries and historical sites.

7%

Key Differentiators

93%

92%

81%

54%

59%

56%

37%

22%

Knowledge Seekers

Total Travellers

Visited museums/ places of

interest (Net)

To explore and learn is the main

benefit of trip

Seeking knowledge/culture travel experiences

(Net)

Self describe themselves as

Knowledge Seekers

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52%

18%

76%

58%

72%

57%

44%

22%

57%

25%

29%

25%

50%

23%


Total Travellers

Introducing Up & Coming Explorers...

Key Differentiators

To explore and learn is the main benefit of trip (Net)

Visited major tourist attractions

Want to feel “excited/ exhilarated” on vacation

VFR

Visible Minority/ Immigrant

Ever Visited Ontario


This is a youth-oriented group that is on its way up in the world. These travellers are emerging into a new life-stage, often characterized by greater affluence and new opportunities. Visible minorities and immigrants often fall into this segment. Travel is not about connecting with family or friends. While these people often want to be adventurous and energetic, their travel experiences often start with core tourist attractions. Ontario and the active outdoors is popular, with visitation typically being very recent.

9%

Past Year Total

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Introducing Connected Explorers... Key Differentiators

79%

90%

60%

68%

41%

10.2

46%

53%

40%

46%

22%

6.1

Connected Explorers

Total Travellers

Use smart phone/ tablet when travelling

Share travel experiences using

social networks

Agree with “I need to escape my everyday life from time to time

and seek new experiences”

Agree with “I am completely open to diverse cultures,

lifestyle & ideas”

Agree with “I am usually the first among my friends to try something new”

Average number of activities on trips taken in P12M

Connected Explorers

This segment has a psychological need to take a break from the everyday and be exposed to new experiences and knowledge. They are committed to expanding their horizons through travel. Interestingly, the Internet and new technologies are key instruments in facilitating these travel interests & experiences. They research, book and share travel experiences through new technologies – before, during and after trips.

8%

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Introducing Aces...

Key Differentiators

78%

66%

74%

16%

7%

9%

Aces

Total Travellers

Visited casino on P12M trip

Casino Main reason for P12M trip

Interested in gambling/ gaming experience in

N12M travel

Aces

Predominantly driven by a love of gaming and gambling, this segment loves casinos and the related ambiance that provides them with a sense of escape. For this group, the casino resort environment provides them with a sense of indulgence and escape as everything to have ‘fun’ is located close at hand.

8%

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Introducing Outgoing Mature Couples...


Skewing strongly toward seniors and those in retirement, these travellers are driven by a desire to maintain their vitality and connection with the world. They are not particularly adventurous, rather they want to maintain their vitality often by interacting with new people (travellers and locals alike). It is important to them to feel competent and vital.

6%

Key Differentiators

31%

28%

42%

26%

75%

12%

13%

34%

10%

59%


Total Travellers

Traveller who loves socializing with other

travellers/locals

“To meet new people” is the main benefit of trip

Touring (Net)

Want to feel sensible/ responsible on vacation

Disagree with statement “I need to escape my everyday

life from time to time & seek new experiences”

15

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Introducing Family Memory Builders...

Key Differentiators

83%

81%

77%

92%

83%

32%

52%

51%

75%

65%


Total Travellers

Travelled with children in P12M

Strong agreement with “My life revolves

around my family”

Main benefit of P12M trips: “To stay

connected with family”

Reason for travel: “To create lasting

memories”

Reason for travel: “To enrich relationship

with family”


This is a segment driven by families with children <18. They want a playful vacation that is centred around building family memories and strengthening the bonds. Activities such as theme parks allow the family to have fun and build these lasting memories.

14%

16

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Introducing Mellow Vacationers... Key Differentiators

78%

67%

41%

26%

38%

61%

20%

13%

24%

61%

56%

64%

47%

23%

50%

31%

25%

40%

Mellow vacationers

Total Travellers

Quiet/introverted vacation emotional feelings when travelling (Net)

Seeker of rest and relaxation

Re-energizing through fun on physical activities is main benefit of trip

“Have fun through doing something new” is main benefit of trip

Want to relax at cottage/vacation home/time share on future travel

VFR on P12M trips

Agree with “I love to be spontaneous”

Agree with “I am more adventurous than most of my friends”

Agree with “I need to escape my everyday life from time to time

& seek new experiences”

Mellow Vacationers

This segment wants to unwind on vacation, and relaxed and low key experiences are their preference. This group doesn’t want itineraries or to do anything new or unusual. They want travel experiences that set them at ease. They aren’t activity-oriented and often travel as a couple.

15%

17

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Introducing Nature Lovers...

Key Differentiators

79%

59%

71%

68%

27%

28%

7%

48%

Nature Lovers

Total Travellers

Enjoyed outdoor recreational activities

in P12M trips

Describe themselves as “Nature lovers”

Stayed on campground/ trailer park on P12M trip

Travelled in Summer on P12M trips

Nature Lovers

This is a consumer segment attracted to outdoor experiences aligned to Ontario’s quintessential parks & lakes offering. Camping and associated activities, e.g., hiking, canoeing, fishing are key interests for this group. The majority classify as “nature lovers”. Activities align with the recreational aspects of the outdoors and not necessarily the extreme aspects of the outdoors, e.g., avid angling or hunting.

Not surprisingly, the travel style is basic with camping prevalent.

7%

Note: Camping and related outdoor activities includes camping, hiking, fishing, canoeing, kayaking, ATV and bike trails.

18

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Introducing Solitaires...

Solitaires

This group of largely single people often travel alone. They are quiet and reserved people, whose travel experiences and budgets are often quite basic. While they often connect with acquaintances or family at the destinations they choose, they are introspective people. If they gravitate to any forms of activity, they tend to be those that can be enjoyed in isolation and align with inward thinking (museum, galleries).

7%

Key Differentiators

59%

67%

71%

69%

4%

50%

58%

59%

Solitaires

Total Travellers

Travel alone

VFR

Want others to see you as low/quiet

energy/introvert on vacation (Net)

Seeking learning/ intellectual experience on future travel (Net)

19

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Introducing Youth Socializers...

Youth Socializers

This is a typical youth segment driven by a love of socializing with friends on vacations, often on a limited budget.

This is a group that wants to have fun and unwind on vacation and this is best achieved by spending time in a group and sharing experiences with others.

10%

Key Differentiators

58%

49%

77%

75%

15%

81%

59%

53%

Youth Socializers

Total Travellers

Prefer to travel with close friends

Travel with family

Extrovert/high energy on vacation

(Net)

Share their travel experiences via social networks or digitally

20

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Sports Lovers

Mellow Vacationers

Outgoing Mature


Aces

Nature Lovers

Solitaires

Demographic Classification

21

Pampered Relaxers

Connected Explorers


Know. Seekers


Older

Younger

Mid

Families Couples Singles

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How Valuable Are They?

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7%

4% 4%

10%

10%

5%

8%

12%

14%

11%

7%

7%

10%

6%

6%

15%

14%

6%

8%

8%

9%

7%

5%

5%

23

“Dollars vs. Bodies”

Pampered Relaxers

Sports Lovers

Knowledge Seekers

Up and Coming Explorers

Connected Explorers

Aces



Mellow Vacationers

Nature Lovers

Solitaires


Share Of Travellers

+ +

+

+

+

NC

– –

– – – –

Share Of Travellers Dollars (Spent by household

in past year)

Change In Relative

Size

1

1

2

2

3

3 4

4

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24

What Do They Look For From Travel?

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Sports Lovers

Mellow Vacationers



Solitaires

Aces

Nature Lovers

Mapping of Segments on Travel Fundamentals Travel Style, Importance of Rest & Relaxation and Travel Budget

25

Pampered Relaxers

Connected Explorers

Up & Coming

Explorers

Knowledge Seekers


High

Low

Relative Importance

Of Rest & Relation

Luxury Travel Style

Average travel budget

Above average travel budget

Below average travel budget

Very Basic

Note: Size of bubble corresponds to size of segment

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6%

10%

4%

36%

9%

6%

13%

4%

4%

12%

7%

4%

20%

33%

15%

40%

28%

30%

43%

32%

32%

42%

28%

29%

% Share Of Spend In Ontario

26

Pampered Relaxers

Sports Lovers

Knowledge Seekers


Connected Explorers

Aces



Mellow Vacationers

Nature Lovers

Solitaires


Total Travellers US & Canada

Travellers Residing In Ontario

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27

How To Reach Target Segments.

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Sports Lovers

Mellow Vacationers



Solitaires

Aces

Nature Lovers

Media Consumption Patterns

28

Pampered Relaxers

Connected Explorers

Up & Coming

Explorers

Knowledge Seekers


High

Low

Traditional Media Use

High Digital Media Use

Average

Involvement with travel media

High

Low

Low

Note: Size of bubble corresponds to size of segment

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