Canadian Market November 2018 - Nevada Governor's Global Tourism Summit
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Canadian Market
November 2018
CANADIAN MARKET
Where are Canadians planning
Population: 35.1 million to go?
19.7 million active population Not Planning
Domestic trip a trip
41% 27%
Population distribution Outbound
trip
32%
Rest of Canada Alberta
11% 12%
British Columbia
13%
Quebec
26% 74% of the Canadian households
are planning a trip
Ontario
38% 10+ million Canadians are travelling
abroad
Source: Stats Canada
CANADIAN MARKET
Largest inbound market into the U.S.
25% of the inbound tourism to the US comes from Canada
• 20.2 million visitors (air/land)
• 4% growth between 2016/2017
• 4% growth projected for 2018
3rd largest market spend
• USD$20.7 billion spend
• 4% growth between 2016/2017
• 4% growth projected for 2018
Source: Stats Canada
CANADIAN MARKET
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Source: Conference Board of Canada
CANADIAN MARKET
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CANADIAN MARKET
17 Daily non-stop flights to LAS:
• 4 Toronto
• 4 Vancouver
• 4 Calgary
• 3 Edmonton
• 2 Montreal
Confirmed: 14 new flights
Possible addition:
CANADIAN MARKET
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CANADIAN MARKET
Largest inbound market for Nevada (LAS)
25% of the inbound tourism to Nevada comes from Canada
• 1.55 million visitors to Nevada Source: Tourism Economics 2017
• 1.48 million visitors to Las Vegas Source: LVCVA 2017
• USD$1.08 billion spend Source: Stats Canada 2017
Nevada is the 5th preferred State by Canadians, including land trips
Most Canadians travel to NV to experience Las Vegas, but they’re
outdoor people, they love stuff they do not have at home:
Desert, Burning Man, ATVs and Sand Booging, RV
Strategy: Promote Nevada as an adventure destination
encouraging travellers to GO BEYOND THE STRIP
2017 – 2018 PROMOTIONAL ACTIONS
2017 – 2018 CAMPAIGNS
THE WEATHER NETWORK
Reach: 4.2 MM Canadians across
country
8 – 14 October
242 spots
Videos
• Bootleg Canyon
• Cathedral Gorge
• Extraterrestrial Highway
• Hoover Dam trail
• Spring Ranch2017 – 2018 CAMPAIGNS
CANADIAN TRAVELLER & EXPLORE
Reach: 1.38 million Canadians
40-65+ years old
$150,000+ household income
Article for best Road Trip in America2017 – 2018 CAMPAIGNS Explore Live the Adventure: • 4,000 adventure enthusiast subscribers • 700,000 video views • 1,000,000 social reach
2017 – 2018 CAMPAIGNS
2017 – 2018 SALES MISSION
Mission Western Canada
Calgary:
• Training seminar plus trade show in
partnership with Air Canada.
• One on One meetings with top tour
operators and airlines in Alberta.
Vancouver:
• Training seminar plus trade show.
• One on One meetings with top tour
operators and airlines in BC.
Fam and media trips
• Fall fam (September 2018)
• Group media fam (June 2018)
• Individual media2018 – 2019 PROMOTIONAL ACTIONS
2018 -2019 CAMPAIGNS
TRAVELBRANDS
The largest independent travel company in Canada, TravelBrands is comprised
of both specialized tour operator wholesale brands and unique retail brands.
• Serves 2.5 million Canadians
• Reaches over 35,000 travel agents Include
• Special packages in trade
publications
• Webinars
• Presence on Wholesale and retail
brands
• Q1 20192018 -2019 SHOWS
CONSUMER
Salon International Tourisme Voyage, Montreal, QC
October 19-21, 2018
• 37,000 attendees
• Partnership with Air Canada
Outdoor Travel & Adventure Show, Vancouver, BC
March 2-3, 2019
• 17,000 attendees
Zoomer Show, Vancouver, BC
April 13-14, 2019
• 23,000 attendees
Invitation open for partners for 2019 shows
TRADE
Maritime Travel Annual Convention, Halifax, NS
November 22-23, 2018
• 400 agents from all across Canada2018 -2019 PROGRAMMED Sales and Media Mission Central Canada Toronto and Montréal May 13-17, 2019 • One on one appointments with top tour operators. • Training seminars for agents • Hosting Travel Massive, Influencer Monthly event Fam trips: • Global trade fam trips • Individual and group Canadian media trips Partnerships with: Inclusion on the trade shows, Air discount codes, network • Air Canada distribution. • WestJet Land • Ontario Motorcoach Association • CAA National
CANADIAN MEDIA TRENDS Over past decade, ownership of the Canadian media has dwindled to four major corporations- Bell, Rogers, Telus and Shaw- which now control 70% of the country’s mediascape In 2018 a deal between Torstar and Postmedia resulted in the closure of 41 community papers A combination of tightening newsroom budgets and regional focus has resulted in publications consisting of pages and pages of syndicated content Trend of disappearing local news and stories being taken from the newswire Articles are being recycled across several newspaper editions across Canada
CANADIAN MEDIA TRENDS Fake News- journalists are concerned about trust in the media Canadian reporters and editors still trust the press release the most PR professionals are being asked to provide accurate, newsworthy information Diminishing Print Media and loss of traditional Travel Editors is evident across Canada In 2017 there were approximately 22.7 million social network users in Canada. Projected to grow to 24.09 million by 2022. 56% of Canadian online shoppers said they would decide to make a purchase if brand was offering a discount or promotion
CANADIAN MEDIA TRENDS The continued rise of “micro-influencers” in Canada • 10,000 followers is considered the “sweet spot” in Canada and these influencers are able to engage with a very high percentage of their followers • Typically a very niche focused following • High trust with audience Facebook is still the most frequently used channel for Canadians with an average of 9 usage sessions/week. Instagram is next with an average of 6 user sessions/week.
CANADIANS AND SOCIAL MEDIA
Facebook 80%
LinkedIn 45%
Google + 40%
Instagram 39%
Pinterest 36%
Twitter 35%
YouTube 27%
Snapchat 24%CANADIANS AND SOCIAL MEDIA
CANADIANS AND SOCIAL MEDIA
26 million households with mobile usage (76%) amongst Internet
users—lags behind world average (93%)
68% of Canadians have a Smartphone
58% of Canadians have a Tablet
89% of Canadian smartphone users
search for local information, compared
to 94% in the US
68% of the country connects to the 77% use the smartphone to research
Internet via a mobile device. products, which is equal to the US.CANADIANS AND SOCIAL MEDIA
Let’s stay connected!
@TravelNevada
#DFMI
Pulse Travel Marketing Ltd.
Sana Keller
sanak@pulsecommunications.ca
Lorenzo Campos
lorenzoc@pulsecommunications.caYou can also read
