Travel Intentions Study

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


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


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?


aware of Ontario


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?


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


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


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.


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.


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


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



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


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



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


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


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


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%


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)?


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


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


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


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


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


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


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


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.


8585

Unprompted Awareness of Specific Things to See And Do in Northern Ontario (Feb '10)


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)


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”


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.


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%