travel intentions study
TRANSCRIPT
A2040
Travel Intentions Study
Wave 13 - March 2010
Sponsored by:Sponsored by: Ontario Tourism Marketing Partnership Corp.Ontario Tourism Marketing Partnership Corp.
FedNorFedNor –– Industry CanadaIndustry Canada Ontario Ministry of Tourism and CultureOntario Ministry of Tourism and Culture
Tourism TorontoTourism Toronto
Presented: March 31st, 2010Presented: March 31st, 2010
2
Background
•
This wave of Travel Intentions tracking draws comparisons with previous
February waves.
•
This gives us a sense of trending with seasonality effects removed.
•
Research in February 2010 was conducted online with sample drawn
from
our Canadian and US Online Access Panels.–
2,150 in Canada (Ontario, Montreal, Quebec City and Winnipeg)–
5,109 in the US (Near and Mid)
•
An online approach has been used since February 2008.
•
2007 and earlier studies were conducted exclusively by telephone.
–
Data collection methodology effects have been controlled for where
appropriate.
Quebec City
Montreal
Ottawa
Toronto
SyracuseBuffalo
New York
Pittsburgh
Detroit
Cleveland
Boston
Columbus Washington
Cincinnati
Milwaukee
Indianapolis
Chicago Philadelphia
Minneapolis
Rochester
Winnipeg
Hamilton
US Survey CoverageTier 2Tier 3
Tier 1 DMAs
3
Winnipeg
Montreal
Domestic Market
Border MarketsOntario
Montreal
Quebec City
Winnipeg
Quebec City
Canadian Survey Coverage
4
Executive Summary
10
Summary
•
The Canadian and American environments for travel currently stand in
contrast to each other.
–
General interest in overnight travel (next 12 months) has waned in the
US.
•
Why? Some
reasons…
–
A deeper recession
in the US and the continued instability of personal
finances and employment prospects;
–
A relatively weak American dollar
may further limit the appetite for
taking pleasure trips;
–
The passport/border issue
continues to have a suppressing effect on
cross‐border travel to Ontario.
•
Only a small minority of US travelers overtly identify it as a barrier,
but it does clearly persist.
11
Summary
(cont’d)
•
All
potential destinations are affected by current US dispositions.
–
As far as the spring season goes, the impact on Ontario is likely to be
modest.
–
Many of the core Near Markets have held up quite well vs. last year with
respect to interest expressed in Ontario travel.
•
And…the domestic market continues to be very buoyant in terms of
fuelling Ontario travel volume this spring.
•
The net outcome of these trends is that…
–
Ontario, as a travel destination, has continued to grow increasingly
reliant on the domestic market to support its tourism industry.
–
This support appears to be quite well entrenched.
–
No destination beyond Ontario has seen the same sustained lift in
intentions among domestic residents over the past three years.
12
•
While the domestic outcome is a positive one, it is also suggestive of
vulnerability.
–
The Canadian economy is improving.
–
The Canadian dollar has retained near‐parity with its US counterpart over
an extended period of time.
–
Ontario residents and other Canadians may soon become more
interested in looking to the US and beyond for attractive travel
alternatives.
–
This may be particularly true among those who have tended to stay close
to home in the recent past and may now have an appetite for something
more “exotic”.
Summary
(cont’d)
13
•
Ontario’s brand image has seen improvement among Canadians.
•
Gains over the past few years have been sustained with respect to …lots to
see and do…unique and different…easy...and more recently, safety from
global terrorism threats.
•
These developments are consistent with the strong marketing focus on the
Domestic market during the recent past.
•
Indeed, the only trending exception is Ontario’s reputation for safety.
–
Here, issues of crime represent a point of softness.
–
This is largely related to non‐GTA resident’s perceptions of Toronto.
•
In the US, there are indications of a positive Olympic effect insofar as
Ontario’s overall image score has seen modest improvement.
Summary
(cont’d)
14
•
For the most part, though, the perceptual situation in the US is
static.
•
And there are signs of recent erosion with respect to safety and
ease of
access (dealing with the border and WHTI).
•
Still, scores in the US remain quite positive on a number of key
attributes,
including…diversity of experience … friendliness … fun
…entertainment…and, uniqueness.
•
In all of these cases, the province’s score on the attribute is well above what
it achieves in terms of overall brand assessment.
–
This suggests that these dimensions can offer immediate brand‐building
support.
•
Value‐for‐the‐money impressions have not altered in the US, despite the
current exchange rate.
–
Recognition of Ontario’s intrinsic value?
–
Possibility of “sticker shock”?
Summary
(cont’d)
15
•
Broad Recommendations:
–
Continue to work toward sustaining domestic momentum through the
immediate future.
–
Build a longer term strategy to position Ontario for growth in the US
when conditions improve.
–
Americans acknowledge their lack of familiarity with Ontario's current
offer and are open to learning more.
–
Work toward removing or reducing constraints in the US – particularly as
they relate to ease of access.
–
Related to this, enhance ease of selection by facilitating online
exploration and booking.
Summary
(cont’d)
16
Propensity To Travel & Trip Planning
17
Trend in General Travel Intentions and Propensity to Travel
Q1.
Have you taken an out‐of‐town trip of one or more nights within the past two years, for any purpose, including trips
for business, pleasure or vacation, visiting friends or relatives or other personal reasons?Q2A.
Are you considering taking an out‐of‐town trip of one or more nights away from home within the next 12 months,
that is between now and next February 2011?
Percent of Americans
60%
22% 20%26%
67%66%67%71%
67% 66%
19%21%21%18%
0
20
40
60
80
100
Feb'04
Feb '05
Feb '06
Feb '07
Feb '08
Feb '09
Feb '10
%
Plan to travel innext 12 months
Non‐Travelers(Have not traveledovernight in past 2years and plan notto do so in next 12months)
18
Trend in General Travel Intentions and Propensity to Travel
Q1.
Have you taken an out‐of‐town trip of one or more nights within the past two years, for any purpose, including trips
for business, pleasure or vacation, visiting friends or relatives or other personal reasons?Q2A.
Are you considering taking an out‐of‐town trip of one or more nights away from home within the next 12 months,
that is between now and next February 2011?
Percent of Canadians
67%
24%20% 19%
69%64%65%
62%66% 68%
24% 24% 21% 22%
0
20
40
60
80
100
Feb'04
Feb '05
Feb '06
Feb '07
Feb '08
Feb '09
Feb '10
%
Plan to travel innext 12 months
Non‐Travelers(Have not traveledovernight in past 2years and plan notto do so in next 12months)
19
Rationale for Not Traveling in the Next 12 Months
57%
10%
33%
Do not planto travel in next 12months
Not thiscoming season
In this coming season
Total Canadian Adults
(+1%)
(‐4%)
(+3%)
Total American Adults
49%
11%
40%
Do not planto travel in next 12months
Not thiscoming season
In this coming season
(+7%)
(±0%)
(‐7%)
In brackets:
difference
vs. Feb '09.
Q2A. Are you considering taking an out‐of‐town trip of one or more nights away from home within the next 12 months, that is between now and
next February 2011? Q3A. During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one or more nights (MT)?Q4.
Why are you not considering taking any overnight trips for any purpose within the next 12 months?
Why not?* …. Americans Canadians
Feb ‘10
vs. Feb ‘09
Feb ‘10
vs. Feb ‘09
Financial Reasons 54 ‐1 49 +7
Gen. fin. reasons 34 +21 26 ±0
Too expensive 15 ‐21 22 +9
Economy/recession 4 ‐4 n/a n/a
Unemployed 4 +2 6 +3
Personal Reasons 19 ±0 16 ‐3
Too busy 9 +3 7 ‐1
Health reasons 5 ‐2 5 +1
Lack of Interest 16 +4 12 ‐9
No plans yet 6 +2 6 ‐2
Significant increase versus Feb ‘09. Significant decrease versus Feb ‘09*Based on response to open‐ended question.
20
Americans
52%56%
49%56%54% 53%
Feb'05
Feb'06
Feb'07
Feb'08
Feb'09
Feb'10
Canadians
54% 55% 57%55%52% 52%
Feb'05
Feb'06
Feb'07
Feb'08
Feb'09
Feb'10
Intent to Take Overnight Trip in March/May Percent of American and Canadian Adults
Q3A. During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of
one or more nights (MT)?
22
Trip Commitment
23
31%
54%
13%2%
Booking Activity for Planned Ontario Spring Trip Percent of those planning pleasure trip to TORONTO
–
March/May ‘10
Americans Canadians
Any Aspect
Booked
No Aspect
Booked
No Booking
Necessary
Q3F. Have you already booked any aspect of a pleasure trip (pleasure trips) you are considering taking during
the coming months of March, April, or May?
38%
46%
16%Any Aspect
Booked
No Aspect
Booked
No Booking
Necessary
Don’t know
[ ] February ‘08 figures in brackets
[52%]
[12%]
[36%]
[14%][41%]
[44%]
24
Booking Activity for Planned Ontario Spring Trip Percent of those planning pleasure trip to NIAGARA FALLS
–
March/May ‘10
3%11%
59%
27%
Americans Canadians
Any Aspect
Booked
No Aspect
Booked
No Booking
Necessary 3%
30%
49%
18%
Q3F. Have you already booked any aspect of a pleasure trip (pleasure trips) you are considering taking during
the coming months of March, April, or May?
Any Aspect
Booked
No Aspect
Booked
No Booking
Necessary
[11%][21%]
[68%] [66%]
[22%]
[12%]
[ ] February ‘08 figures in brackets
Don’t know
27
Travel Intention Details
28
Q3A. During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one
or more nights (MT)?
Percent Of Total American Adults Stating Intent To Travel To … March/May
Feb ‘06
% Feb ‘09
% Feb ‘10
%
Destinations:
Within Own State 23 32 28
Elsewhere In US 41 43 38
Ontario 6 7 5
Toronto 3 3 3
Niagara Falls 3 5 3
Elsewhere in Ont. 3 3 2
Other Canada 3 4 2
Mexico/Caribbean 7 8 6
Other Country 8 7 5
Intended Travel Patterns of Americans — Next Season (Spring)
Significant decrease versus Feb ’06 Significant decrease versus Feb ‘09Significant increase versus Feb ‘06
29
Ontario Travel Intention Incidence By Specific US
Market
Percent Of American Adults In Each Case Stating Intend To Travel To Ontario During …
March/May June/August
Feb ‘09 Feb ‘10 Feb ‘09 Feb ‘10 Buffalo % 20 22 15 18 Rochester % 16 19 12 13 Syracuse % 15 16 10 12 New York City % 12 10 10 11 Pittsburgh % 5 5 6 4 Detroit % 8 10 7 7 Cleveland % 10 8 10 8 Boston % 9 8 7 6 Washington DC % 6 6 4 4 Cincinnati % 4 3 ‐ 2 Milwaukee % 2 3 3 2 Indianapolis % 3 2 1 2 Chicago % 10 3 9 4 Philadelphia % 7 5 6 4 Minneapolis % 4 4 5 4
Total US % 7 5 5 5
Significant decrease versus Feb ‘09.
30
Percent Of Total Canadian Adults Stating Intend To Travel To … March/May
Feb ‘06
% Feb ‘09
% Feb ‘10
%
Destinations:
Ontario 25 35 39
Toronto 10 11 14
Niagara Falls 6 13 17
Elsewhere in Ont. 18 27 28
Other Canada 15 13 13
United States 21 20 21
Mexico/Caribbean 10 8 10
Other Country 10 7 10
Intended Travel Patterns of Canadians — Spring Season
Significant increase versus Feb ‘06Significant increase versus Feb ‘09.
31
Percent Of Canadian Adults In Each Case Stating Intend To Travel To/Within Ontario During …
March/May June/August
Feb ‘09 Feb ‘10 Feb ‘09 Feb ‘10
Quebec City % 8 9 10 10
Montreal % 13 17 15 20
Ottawa % 44 38 38 41
Toronto % 42 45 40 42
Other Ontario % 46 50 46 46
Winnipeg % 16 15 20 16
Total Canada % 36 39 35 37
Ontario Travel Intention Incidence By Specific Canadian
Market
Significant increase versus Feb ‘09.
33
Next Trip To Ontario
34
12%
9%
4%
3%
2%
40%
Destinations Plan to Visit in Ontario on Next Pleasure Trip & Trip Type
Percent of Americans
intending to visit Ontario on pleasure trip this spring (March‐May)
Trip Type
Niagara Falls
Toronto
Ottawa
Windsor
Niagara‐on‐the‐
Lake
Don’t Know
Arts/Culture/
History
Nature/Outdoor
Big City
VFR
Touring
Resort
Combined Bus.
& Pleasure
Destination
Change Vs.
Feb ‘09Feb ‘10
64%
63%
46%
45%
44%
43%
19%
+ 2%
‐1%
‐4%
+10%
+5%
‐4%
‐5%
Change Vs.
Feb ‘09Feb ‘10
Note: Only destination with at least 2% response in Feb ’10 shown.
Q6B. Where are you most likely to go on this next pleasure trip (to/within) Ontario?Q7A.
People can take pleasure trips for many different reasons. Which of the following statements would you
use to describe this next pleasure trip that you will be taking (to/within) Ontario?
+1
+1
+1
‐8
+1
+1
Significant increase versus Feb ‘09. Significant decrease versus Feb ‘09.
35
10%6%
4%
2%2%2%2%2%2%
2%
27%
Destinations Plan to Visit in Ontario on Next Pleasure Trip & Trip Type
Percent of Canadians
intending to visit Ontario on pleasure trip this summer (March‐May)
‐2%±0%+1%‐2%±0%‐2%±0%+2%+1%+1%
+13%
Trip Type
OttawaToronto
Niagara FallsKingston
PeterboroughLondon
CollingwoodSt. Catherines
BarrieWindsor
Don't Know
VFR
Nature/Outdoor
Arts/Culture/
History
Big City
Touring
Resort
Bus. &
Pleasure
Destination
Change Vs.
Feb ‘09Feb ‘10
65%
55%
41%
39%
33%
19%
14%
‐4%
+4%
+1%
+9%
+4%
+5%
+7%
Change Vs.
Feb ‘09
Note: Only destination with at least 2% response in Feb ’10 shown.Q6B. Where are you most likely to go on this next pleasure trip (to/within) Ontario?Q7A.
People can take pleasure trips for many different reasons. Which of the following statements would you
use to describe this next pleasure trip that you will be taking (to/within) Ontario?
Feb ‘10
Significant increase versus Feb ‘09.
37
Spring Season Potential Volumetric Impacts
By Source Market
[213]
Potential Volumetric Impact of Stated Spring Intentions for
Ontario (Feb ‘10)
Quebec City
Montreal
Ottawa
Toronto
Syracuse
Buffalo New York
Pittsburgh
Detroit
Cleveland
Boston
Columbus Washington
Cincinnati
Milwaukee
Indianapolis
Chicago
Philadelphia
Minneapolis
Rochester
Winnipeg
Projected number
of intended Ontario visitors this spring
(in thousands)
Hamilton
[49]
[431]
[1,645]
[197]
[77]
[191]
[162]
[89]
[721]
[219]
[261]
[30]
[345]
[73]
[128]
[31]
[87] [99] [259]
[35]
[181]
38
[2,420]Rest of Ontario
Ranking of
Major Urban
Source Markets
Toronto
New York
Montreal
Detroit
Boston
Washington
Chicago
Hamilton
Ottawa
Buffalo
39
General Experience With And Interest In Ontario
40
Latent Interest In Ontario Travel Among Americans
(Feb ‘10) Percent of American Adults
26%
7%
67%
Plan to take overnight
trip to Ontario
in next 6 months
Not in next 6 months
Non‐travelers
Change In Interest vs.
Feb. ‘09
Very Not At All
±0 % ±0 %
+2% +4%
+2% +2%
Q18B.
How much interest do you have in visiting (Toronto/ Toronto, Ontario) within the next two years or so?Q19A.
How much interest do you have in visiting the city of Niagara Falls, Ontario within the next two years or so?Q20A.
How much interest do you have in visiting the city of Niagara Falls, Ontario within the next two years or so?
29%
8%
32%
8%
23%
Toronto
Interest in visiting in
next 2 years
Niagara Falls
Other Ontario
29%
12%
31%
6%22%
30%
7%24%
12%
27%
Very
Fairly
Not veryNot at all
Don't know
Significant increase versus Feb ‘09
41
Impact Of Negativity Specific To Ontario
42
What are these specifically?
Are there any specific events or issues that you have heard about
that make you less inclined to travel to Toronto, Niagara Falls or
other places in Ontario?
Percent of Americans
aware of Ontario
Significant increase versus Feb ‘09
Q21A.
You may have already mentioned this, but apart from your own personal circumstances or your general
interest in Ontario, are there any specific events or issues that you have heard about that make you (less
inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario?Q21B.
What are these issues specifically
Significant decrease versus Feb ‘09
20%
11%
8%
4%
2%
93%7% Yes
No Passport
requirements
Cost
Difficulty/delays
at the border
Not friendly
Issues of safety/
violence/security
Change vs. Feb ‘09
+4%
±0%
+1%
+1%
‐9%
8% in
Feb ‘09
43
What are these specifically?
Are there any specific events or issues that you have heard about
that make you less inclined to travel to Toronto, Niagara Falls or
other places in Ontario?
Percent of Canadians
Q21A.
You may have already mentioned this, but apart from your own personal circumstances or your general
interest in Ontario, are there any specific events or issues that you have heard about that make you (less
inclined to travel to/at all concerned about traveling to) Toronto, Niagara Falls, or other places in Ontario?Q21B.
What are these issues specifically
Change vs. Feb ‘09
‐2%
‐3%
‐1%
‐7%
±0%
+1%
±0%
±0%
‐1%
32%
9%
4%
3%
3%
2%
2%
1%
1%
Issues of violence/crime
Cost/expensive
Not friendly
Too much traffic
Communication problems
Crowded
Gun ownership
Diseases (net)
Pollution
83%
17% Yes
No
19% in
Feb ‘09
Significant decrease versus Feb ‘09
44
Perceptions Of Ontario
45
U.S. Canada
Difference Difference
Feb. ‘06
Feb. ‘09
Feb. ‘10
‘06 To ‘10
‘09 To ‘10
Feb. ‘06
Feb. ‘09
Feb. ‘10
‘06 To ‘10
‘09 To ‘10
Safe from terrorists 7.5 7.5 7.3 ‐0.2 ‐0.2 7.8 7.8 8.1 +0.3 +0.3
Safe from crime 7.5 7.5 7.2 ‐0.3 ‐0.3 7.8 7.8 7.4 ‐0.4 ‐0.4
Familiar place N/A N/A 4.8 N/A N/A N/A N/A 8.0 N/A N/A
Good value for money 6.9 7.0 6.9 ±0.0 ‐0.1 7.2 7.3 7.5 +0.3 +0.2
Lots to see and do 7.6 7.5 7.6 ±0.0 +0.1 7.9 8.1 8.2 +0.3 +0.1
Friendly 7.5 7.6 7.7 +0.2 +0.1 7.8 8.0 8.0 +0.2 ±0.0
Don’t have to worry about health (issues) 7.6 7.6 7.4 ‐0.2 ‐0.2 8.3 8.1 8.3 ±0.0 +0.2
Can drive there/Easy to get to 7.3 7.7 7.4 +0.1 ‐0.3 8.2 8.5 8.6 +0.4 +0.1
Offers interesting travel experiences N/A N/A 7.4 N/A N/A N/A N/A 8.0 N/A N/A
Offers different or unique experience 7.2 7.3 7.4 +0.2 +0.1 6.8 7.3 7.5 +0.7 +0.2
Having fun & being entertained N/A 7.4 7.4 N/A ±0.0 N/A 7.8 8.0 N/A +0.2
Would recommend visiting N/A 7.2 7.1 N/A ‐0.1 N/A 8.0 8.1 N/A +0.1
Overall rating for pleasure travel 7.1 6.9 7.1 ±0.0 +0.2 7.5 7.6 7.7 +0.2 +0.1
Rating Ontario For Specific Imagery Characteristics Average score* among travelers in each case
Significant increase at 99% confidence interval*Average rating on 10‐point scale.
Significant decrease at 99% confidence interval
46
* Average rating on 10‐point scale.
Rating Ontario for Specific Trip Types Average score* among travelers in each case
Significant at 99% confidence intervalQ10.
And again, using a 10 point scale, how would you rate (Ontario, the province of Ontario, Canada) as a
destination for ...?
U.S. Canada
Difference
Difference Feb.
‘06 Feb. ‘09
Feb. ‘10
‘06 To ‘10
‘09 To ‘10
Feb. ‘06
Feb. ‘09
Feb. ‘10
‘06 To ‘10
‘09 To ‘10
Enjoy nature/outdoors 7.4 7.3 7.4 ±0.0 +0.1 8.0 8.0 8.0 ±0.0 ±0.0
Arts, culture and history 6.7 6.8 6.9 +0.2 +0.1 7.2 7.6 7.5 +0.3 ‐0.1
Resort trip 6.4 6.3 6.4 ±0.0 +0.1 6.6 6.9 6.9 +0.3 ±0.0
Touring trip 6.9 7.0 7.1 +0.2 +0.1 7.2 7.5 7.5 +0.3 ±0.0
Big city trip 6.5 6.9 7.0 +0.5 +0.1 7.2 7.7 7.8 +0.6 +0.1
48
Toronto Detail
49
Projected Spring Travel To Toronto By Specific Market
50
Percent of American Adults In Each Case StatingIntent To Travel To Toronto During March/May
As of Feb ‘09
As of Feb ‘10
Change Feb ‘09 to ‘10
Buffalo % 11 14 +3 Rochester % 7 9 +2 Syracuse % 9 9 ±0 Cleveland % 3 4 +1 Detroit % 2 6 +4 Boston % 3 7 +4 New York City % 7 8 +1 Pittsburgh % 3 2 ‐1 Philadelphia % 2 3 +1 Washington DC % 3 3 ±0 Cincinnati % 1 1 ±0 Chicago % 5 2 ‐3 Indianapolis % 1 2 +1 Milwaukee % 1 2 +1 Minneapolis % 3 3 ±0
TOTAL US % 3 3 ±0
Toronto Spring Travel Intention Incidence By Specific US
Market
Significant increase versus Feb ‘09Significant decrease versus Feb ‘09Q3A.
During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one or more
nights (MT)?
51
Percent Of Canadian Adults In Each Case Stating Intent To Travel To/Within Toronto During
March/May
As of Feb ‘09
As of Feb ‘10
Change Feb ‘09 to ‘10
Quebec City % 5 3 ‐2
Montreal % 8 10 +2
Ottawa % 30 25 ‐5
Other Ontario* % 19 27 +8
Winnipeg % 8 6 ‐2
Total Canada* % 15 19 +4
Toronto Spring Travel Intention Incidence By Specific Canadian
Market
Q3A.
During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one or more
nights (MT)?
* Excluding Toronto residents Significant increase versus Feb ‘09
52
Rating Toronto For Specific Attributes
53
Americans Canadians
Feb ‘09
Feb ‘10
Feb ‘09
Feb ‘10
A great place for shopping 7.4 7.4 8.1 8.1
A place with great restaurants 7.6 7.7 8.2 8.2
A place with great nightlife 7.4 7.4 7.8 7.9
A great place to visit art galleries and museums 7.4 7.4 8.1 8.1
A great place for theatre/other cultural performances 7.5 7.5 8.2 8.2
A great place for cultural and art festivals 7.5 7.2 8.1 7.9
Strolling around to see buildings/sights 7.5 7.5 7.6 7.7
Lots for kids to see and do 7.0 7.1 7.8 7.8
Lots for adults to see and do 7.8 7.7 8.1 8.2
A great place for attending pro sports events 7.0 7.1 8.1 8.0
Overall rating 7.1 7.2 7.1 7.3
Toronto Ratings for Trip Types Average on 10‐point scale among Travelers aware of Toronto
Significant increase versus Feb ‘09Q16.
We would like to know about your overall impressions of (Toronto/Toronto, Ontario). Based on (your experience or) your general
impressions from anything you have seen or heard, how would you rate (Toronto/ Toronto, Ontario) as a travel destination on a ten‐point
scale, where 1 is very poor and 10 is excellent.Q17.
Based on (your experience or) your general impressions from anything you have seen or heard, we would like you to rate (Toronto/
Toronto, Ontario) for specific attributes on a ten‐point scale, where 1 is very poor and 10 is excellent.
Significant decrease versus Feb ‘09
56
Niagara Falls Detail
57
Percent Of American Adults In Each Case StatingIntent To Travel To Niagara Falls During March/May
As of Feb ‘09
As of Feb ‘10
Change Feb ‘09 to ‘10
Buffalo % 13 17 +4
Rochester % 12 16 +4
Syracuse % 11 12 +1
Cleveland % 8 7 ‐1
Detroit % 3 1 ‐2
Boston % 4 4 ±0
New York City % 7 5 ‐2
Pittsburgh % 4 4 ±0
Philadelphia % 5 3 ‐2
Washington DC % 3 6 +3
Cincinnati % 4 1 ‐3
Chicago % 6 2 ‐4
Indianapolis % 1 2 ‐1
Milwaukee % 1 3 ‐2
Minneapolis % 2 2 ±0
TOTAL US % 5 3 ‐2
Niagara Falls Spring Travel Intention Incidence By Specific US
Market
Significant increase versus Feb ‘09Significant decrease versus Feb ‘09Q3A.
During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one or more
nights (MT)?
58
Percent Of Canadian Adults In Each Case Stating Intent To Travel To Niagara Falls During
March/May
As of Feb ‘09
As of Feb ‘10
Change Feb ‘09 to ‘10
Quebec City % 1 3 ‐2
Montreal % 7 5 ‐2
Ottawa % 6 9 ‐3
Toronto % 25 26 ‐1
Other Ontario % 11 19 +8
Winnipeg % 2 1 ‐1
Total Canada % 13 17 +4
Niagara Falls Spring Travel Intention Incidence By Specific Canadian
Market
Significant increase versus Feb ‘09Significant decrease versus Feb ‘00Q3A.
During the coming months of March, April, or May, are you considering taking an out‐of‐town trip of one or more
nights (MT)?
59
Volunteered Reasons for Interest in Visiting Niagara Falls (Feb
'10)
Percent of those stating Very/Fairly Interested.
Q19b.
(You said earlier that you plan to visit the City of Niagara Falls, Ontario within the next several months. What
specific aspects of the City of Niagara Falls interest you?/ What specific aspects of the City of Niagara Falls interest
you?/ Why do you say that you would not be interested in visiting the City of Niagara Falls?)
47%
9%
9%
8%
5%
5%
To See The Falls
Like Niagara Falls
Have Been There Before
Beautiful City
Curiosity
Casino / Gambling
To See The Falls
Casino / Gambling
Tourist Attractions
Museums
Like Niagara Falls
Beautiful City
Shopping
Marineland
Among Americans Among Canadians
48%
22%
7%
6%
5%
5%
4%
3%
18% in
Feb. ‘09
Significant increase versus Feb ‘09
60
Social Media Supplement
61
42%
23%
15%
21%
44%
22%
14%
20%
Total Travelers
Frequency of Social Media Use Among Internet users
QSN2.
How often do you use any social media? (such as blogs, Facebook,
My Space, Tripadvisor, Twitter, YouTube,
or similar sites)
Daily
At least once a week
Less than once a week
Don’t use
41%
18%
15%
26%
43%
18%
16%
23%
Total Travelers
Among Americans Among Canadians
Frequency of Social Networking
Significantly higher than other country
63
19%
21%
42%
36%
10%
27%
17%
29%
16%
22%
22%
Likelihood of Using Social for Travel Related Purposes Among social media users
QSN5.
Using a scale from 1 to 5, please indicate how likely you would be to do each of the following, where 5 means"Very likely" and 1 means "not at all likely".
Solicit travel advice on social networking sites
Share vacation photos or videos
on publicly accessible sites
Post vacation pictures on sites
where you can control who has access
Read user reviews posted on travel specific
"Tweet" while on a trip
Access social media sites via Smartphone/
laptop to aid with vacation decisions
Post trip reviews on public access travel
websites
Post trip reviews on sites where you
have control over who sees the post
Blog about recent travel
Subscribe to an online travel newsletter
Join a Facebook Fan Page belonging
to a travel destination or attraction
Among Americans Among Canadians
16%
19%
42%
30%
11%
27%
13%
22%
13%
15%
21%
Likelihood (Top‐2 Boxes)
Significantly higher than among Americans
64
28%
34%
26%
33%
30%
24%
Influence of Various Social Media Sites Among social media users
QSN6.
Using a scale from 1 to 5, please indicate how influential these
sources are, where 5 means "Very influential"
and 1 means "not influential at all".
Selecting a travel destination
Selecting a hotel or other
accommodations
Selecting an airline or
other transportation
Determining trip activities
or attractions
Choosing restaurants
at your travel destination
Selecting when to travel
22%
27%
17%
28%
27%
19%
Among Americans Among Canadians
Influence (Top‐2 Boxes)
Significantly higher than among Americans
67
Passport & Border Supplement
68
4%
89%
7%
Yes
No
Don't Know7%
84%
9%
Yes
No
Don't Know
Awareness of Western Hemisphere Travel Initiative Among Adults
QPB2.
Are you aware of the Western Hemisphere Travel Initiative (WHTI)?
Among Americans Among Canadians
Awareness of WHTI
Significantly higher
US Markets
Near Mid Yes 6 4 No 85 89 Don’t Know 9 7
69
84%
4%
6%
3%
10%
2%
1%
14%
Perception of Documents Needed to Cross the Border Among Adults
QPB1.
Travelers, including U.S. and Canadian citizens, must present approved secure documents when entering the
United States. To the best of your knowledge, what specific documents are acceptable for gaining US entry?
Passport
Birth Certificate
Drivers License
Visa
Special/Enhanced Drivers License
Photo ID
Passport (Travel) Card
General ID
Don’t Know
11%
8%
8%
3%
2%
2%
2%
22%
77%
15%
9%
6%
14%
2%
3%
1%
19%
73%
9%
8%
9%
1%
2%
2%
2%
22%
72%
Total
Near
Mid
Among Americans Among Canadians
Awareness of Documents
*
Significantly higher than middle marketsSignificantly higher and significantly lower than US Total
70
Significantly higher than near markets
64%
2%
1%
10%
1%
31%
Documents Owned Among Adults
QPB3.
Which of the following active (unexpired) documents do you currently have?
Passport
Nexus Card
Free and Secure Trade
(FAST) Card
EDL or EIC
Secure Certificate
of Indian Status
None
43%
1%
1%
9%
1%
52%
38%
1%
9%
1%
57%
50%
1%
1%
11%
1%
45%
TotalNearMid
Among Americans Among Canadians
Documents
Significantly higher than middle marketsSignificantly higher and significantly lower than US Total
*
71
Passport Owners Versus Non‐Owners Basis US Demographics
Americans
Own Passport No Passport Gender Male 48 48 Female 52 52 Age
18‐24 11 12
25‐34 20 17
35‐44 15 16
45‐54 23 25
55+ 32 31
Education
High School or less 14 34
Some College 23 28
Graduated College (Associate’s Degree ‐2yrs) 12 12
Graduated College (Bachelor’s Degree ‐ 4yrs) 30 18
Post Graduate Degree 21 7
Significantly higher
72
Passport Owners Versus Non‐Owners Basis US Demographics (Continue)
Americans
Own Passport No Passport Marital Status Single 26 31 Married/Living With Someone 65 55 Separated/Divorced 6 10
Widowed 3 4
Household Composition
No Children 63 60
1 child under 18 years old 16 20
2 children under 18 years old 17 13
3+ children under 18 years old 5 7
Household Income
Less than $40K 15 37
$40K to under $60K 13 18
$60K to under $80K 15 13
$80K to under $100K 13 9
Over $100K 31 8
Significantly higher
73
Passport Owners Versus Non‐Owners Travel Behaviour
Americans
Own Passport No Passport Travel Intent Plan to travel this coming season 65 37 Not this coming season 12 10 Do not plan to travel 23 53
Intent Travel Pattern (March/May)
Within Own State 35 22
Elsewhere in the US 52 27
Ontario 8 3
Toronto 5 1
Niagara Falls 5 2
Elsewhere in Ontario 3 2
Other Canada 4 1
Mexico/Caribbean 12 1
Other Country 10 1
Significantly higher
74
30%
3%
3%
19%
1%
53%
Documents Planning On Acquiring Among Adults
QPB4.
Which of the following documents are you intending to acquire?
Passport
Nexus Card
Free and Secure Trade
(FAST) Card
EDL or EIC
Secure Certificate
of Indian Status
None
40%
2%
3%
16%
1%
42%
37%
3%
2%
27%
1%
36%
39%
1%
3%
11%
2%
48%
Total
Near
Mid
Among Americans Among Canadians
Planned Documents
Significantly higher and significantly lower than US Total
Significantly higher than near marketsSignificantly higher than middle markets
7575
Northern Ontario Detail
7676
54%
13%
32%
7%
11%
13%
23%
4%
13%
1%
2%
2%
Ever Been
Been in Past 2 Years
Past Experience With Northern Ontario by Region Percent of Adults in Each Case
Q22C.
Have you ever taken a pleasure or vacation trip to Northern Ontario?Q22D. When did you last take a pleasure trip to Northern Ontario?
Ontario
Quebec
Manitoba
Total US Near/Mid
Minnesota/Wisconsin
Northern Michigan
Origin Region:
7777
49%
14%
7%
9%
20%
5%
3%
2%Ever Been
Been in Past 2 Years
Past Experience With Northern Ontario by City Percent of Adults in Each Case
Q22C.
Have you ever taken a pleasure or vacation trip to Northern Ontario?Q22D. When did you last take a pleasure trip to Northern Ontario?
Toronto
Montreal
Chicago
Minneapolis
Origin City:
7878
Familiarity and Interest ‐
Northern Ontario as a Travel Destination (Feb '10)
26%
22%34%
30%
10%
20%
20%
18%
57%40%
24%
65%
28%
16% 18%7%8%
16%
22%
19%10%
14%
34%
44%
Total USNear/Mid
Minn/Wisc
NorthMichigan Ontario Quebec Manitoba
Percent of travelers from ….. who have ever been to any region of Ontario
Interested in taking trip
there in next 12 months
Like to take a trip
there, but not soon
Know a bit about it but
wouldn't consider it for
a pleasure trip
Don't know
much about it
( ) Figures in brackets = change vs. Feb '09.Q22F.
Which of the following statements best describes your familiarity with, and interest in, Northern Ontario as a
destination for pleasure travel?
(+2%)
(‐1%)
(+1%)
(‐1%)
(+7%)
(‐4%)
(+9%)
(‐11%)
(+9%)
(+1%)
(+4%)
(‐14%)
(+1%)
(+9%)
(‐9%)
(‐1%)
(+2%)
(±0%)
(+1%)
(‐3%)
(‐4%)
(‐1%)
(+7%)
(‐2%)
7979
Familiarity and Interest ‐
Northern Ontario as a Travel Destination (Feb '10) – Key Cities
29%
32%
59%
25%
22%
5% 7%
26%
16%
20%
9%
48%
Chicago Minneapolis/St. Paul Toronto
Percent of travelers from ….. who have ever been to any region of Ontario
Interested in taking trip
there in next 12 months
Like to take a trip
there, but not soon
Know a bit about it but
wouldn't consider it for
a pleasure trip
Don't know
much about it
( ) Figures in brackets = change vs. Feb '09.Q22F.
Which of the following statements best describes your familiarity with, and interest in, Northern Ontario as a
destination for pleasure travel?
(±0%)
(+9%)
(‐18%)
(+7%)
(‐5%)
(+1%)
(+9%)
(‐5%)
(+2%)
(+2%)
(‐1%)
(‐3%)
8080
Interest in Visiting Northern Ontario in Next Two Years Percent Of Residents In Each Case Stating
“Very Interested”
Feb ‘09 Feb ‘10 Change Feb ‘09 to ‘10
Total US Near & Mid % 4 5 +1
Minnesota/Wisconsin % 3 7 +4
North Michigan % 7 6 ‐1
Ontario % 24 24 ±0
Quebec % 2 5 +3
Manitoba % 12 11 ‐1
Chicago % 4 4 ±0
Minneapolis/St. Paul % 5 2 ‐3
Toronto % 21 23 +2
Significant increase versus Feb ‘09
Q22H.Overall, how much interest do you have in visiting Northern Ontario within the next 2 years or so?
8181
12%
8%
12%
16%
1%
5%
6%
12%
9%
6%
10%
Reasons for Being “Very Interested”
in Visiting Northern Ontario
Good for fishing
Curiosity/Interest in exploring area
Untouched nature
Attractive scenery/landscape
Good for hunting
Great place to visit
Familiar with the area
Visiting friends/family
Lots to do
Good for camping
Don’t know
Americans Canadians
15%
14%
11%
7%
6%
5%
5%
3%
3%
3%
26%
Percent of…
Who are “Very Interested”
Q22I.
What reasons do you have for feeling this way?
8282
12%
8%
6%
4%
7%
13%
1%
3%
4%
24%
Reasons for Having “No Interested”
in Visiting Northern Ontario
Americans Canadians
10%
10%
9%
9%
7%
7%
5%
4%
1%
29%
Percent of…
Who are “Not at All Interested”
Q22I.
What reasons do you have for feeling this way?
Not interested (General)
Unfamiliar
Financial issues
Weather/Too cold
Prefer other destinations
Boring
Prefer to travel in my own country/province
Too far
Already seen
Don’t know
8383
Reasons for Not Wanting to Return to Northern Ontario
Q22I.
What reasons do you have for feeling this way, considering you have previously visited Northern Ontario?
14%
12%
2%
1%
2%
10%
12%
11%
5%
4%
4%
19%
Americans Canadians
20%
15%
8%
7%
6%
5%
4%
4%
4%
3%
3%
3%
2%
13%
Percent of…
Who Have Visited Northern Ontario
and are “Not at All or Not Very Interested”
Prefer other destinations
Already seen
Not interested
Passport/Border issues
Prefer to travel in my own country/province
Not an outdoors person
Unfamiliar
Too far
Boring
Financial issues
Old age
Busy
Weather/Too cold
Don’t know
*
*
8484
Americans Canadians
Feb ‘09
Feb ‘10
Change Feb ‘09 to Feb ‘10
Feb ‘09
Feb ‘10
Change Feb ‘09 to Feb ‘10
Enjoy nature/outdoors 7.0 7.1 +0.1 8.1 8.4 +0.3
Good value for money 6.1 6.1 ±0.0 6.8 7.3 +0.5
Lots to see and do 6.2 6.2 ±0.0 6.8 7.1 +0.3
Friendly 6.4 6.5 +0.1 7.3 7.6 +0.3
Clean & unpolluted environment 7.0 7.0 ±0.0 7.6 8.1 +0.5
For fishing n/a 6.9 n/a n/a 8.2 n/a
For hunting n/a 6.6 n/a n/a 7.8 n/a
Destinations you can drive to 5.7 5.7 ±0.0 6.6 7.0 +0.4
Good for resort trip 6.1 6.2 +0.1 6.9 7.2 +0.3
Offers different or unique experience 6.5 6.7 +0.2 7.2 7.6 +0.4
Having fun & being entertained 6.1 6.1 ±0.0 6.5 6.8 +0.3
Good for touring trip 6.3 6.3 ±0.0 7.1 7.6 +0.5
Overall rating for pleasure travel 6.2 6.1 ±0.0 7.1 7.2 +0.1
Rating Northern Ontario for Specific Imagery Characteristics
Average score* among travelers in each case with some understanding of Northern Ontario
* Average rating on 10‐point scale. Q22L.
On a scale from 1 to 10 on which 1 means "very poor" and 10 means "excellent", how would you rate Northern Ontario overall as a
pleasure travel destination?Q22M.
We would like you to rate Northern Ontario as a pleasure travel destination for some specific characteristics. As before, please use a
scale from 1 to 10. The higher the score, the more positively you feel about the destination.
Significant increase versus Feb ‘09
8585
Unprompted Awareness of Specific Things to See And Do in Northern Ontario (Feb '10)
Percent of Americans
aware of Ontario
Q22B.
Are there any specific things to see and do in Northern Ontario that come to mind?
7%
8%
3%
2%
79%
Fishing / Hunting
Nature / Wildlife Viewing
Camping
Hiking
None / Don't Know
Change Vs.
Feb '09
‐2%
+1%
‐1%
±0%
+2%
Percent Stating “Don’t Know” Minnesota/Wisconsin 47% Northern Michigan 67% Chicago 44% Minneapolis/St. Paul 45%
8686
Unprompted Awareness of Specific Things to See And Do in Northern Ontario (Feb '10)
Percent of Canadians
Q22B.
Are there any specific things to see and do in Northern Ontario that come to mind?
14%12%
8%7%
5%3%3%3%3%
2%2%2%2%2%2%2%2%2%2%
50%
Fishing / HuntingCamping
Nature / WildlifeHiking
Boating / Canoeing / KayakingLakes / Rivers / Falls
Science Centre (in Sudbury)Swimming / Water sports
Beautiful ScenerySkiing / Snowboarding
The MinesBig NickelCottages
ParksRelaxing
Algonquin ParkSightseeing
SudburyAgawa
CanyonNone / Don't Know
Change Vs.
Feb '09
‐3%+1%‐6%±0%‐1%±0%±0%+1%±0%‐1%‐1%‐1%‐1%+1%±0%±0%‐2%±0%±0%‐2%
8787
Experiences That Make Visiting Northern Ontario “Unique &
Different”
Percent of Americans
rating Northern Ontario Highly for being “Unique & Different”
31%
15%
8%
4%
4%
12%
8%
4%
5%
49%
Q22O.In your view, what experiences does Northern Ontario offer that are unique and different?
Change Vs.
Feb '09
+2%
+2%
+3%
‐2%
±0%
+4%
±0%
‐1%
+2%
‐4%
Nature (net)
Outdoors/Wilderness
Attractive landscape
Clean environment
Wildlife
Lifestyle (net)
Activities (net)
Fishing
Different/Unique country
Don’t know
8888
Interest in Specific Northern Ontario Attractions (Feb '10) Percent of those familiar with Northern Ontario
Q22P.
Northern Ontario offers a number of different attractions and events for visitors. Some of these are described
below. In each case, please use the scale provided to indicate your interest in visiting Northern Ontario within the
next two years or so in order to experience the attraction or event.
Among Americans Among Canadians
Percent Very/Fairly Interested
64%
57%
35%
39%
Agawa
Canyon Tour Train
Science North/Dynamic Earth
Lumber Jack Festival
Great Rendezvous at
Fort William Historical Park
57%
43%
33%
31%