Ontario Tourism Marketing Partnership Corporation Offer Testing Research Summary Presentation April 21, 2011 - Destination Ontario
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Ontario Tourism Marketing Partnership Corporation Offer Testing Research Summary Presentation April 21, 2011
Agenda
Methodology
Key Take-Aways
Highlight Major Findings
1. What are the top motivators of Ontario travel purchase?
2. Which Ontario travel offers are effective in driving consumers to the website?
3. Are these Ontario travel offers appealing and feasible to OTMPC partners /
potential buyers?
4. What are the most effective channels for marketing Ontario travel offers?
5. Does tagging OTMPC advertising with a travel offer improve the call to action?
Executive Summary
2
Methodology of Research Program (Nov’10-March ‘11)
Phase B: 6 Focus Groups with
Phase A: Online survey of 111
consumers – 2 in each of Toronto,
Industry representatives that are
London and Sudbury – with Couple
past or potential buyers of OTMPC
Adventurers & Fun Loving Families
co-operative advertising
consumers who have travelled in the
opportunities
past 12 months
Phase C: Online survey of 1136
consumers representing the general Phase D: 6 Focus Groups with
public (n=441), Couple Adventurers consumers – 2 in each of Montreal,
(n=342) & Fun Loving Families New York City and Detriot – with
n=353) who have travelled in the Couple Adventurers & Fun Loving
past 12 months and are the primary Families consumers who have
or joint decision maker for travel in travelled in the past 12 months
the household
3
Key Take-Aways
4
Key Take-Aways From Today
Value/price is the most important factor in attracting consumers to Ontario
travel.
This needs to be reinforced with advertising buyers as they currently over-
estimate that extent to which consumers are motivated by a high quality
experience compared to getting a low price (although they may be targeting
“Couple Adventurers” more than the general population or families).
“Couple Adventurers” and out of province consumers need more than just a
good price to motivate them. For them the ideal travel package must convey a
high quality and appealing feature or attraction.
Out of province consumers, particularly those in NY and Montreal, require
some additional education about what Ontario has to offer in order to get them
in the mind-set necessary to act when they do see an attractive Ontario travel offer.
OTMPC should feel comfortable proceeding with an offer tag on its high
profile television advertisements. The addition of an offer tag was well received
and improved call-to-action.
5
Key Take-Aways From Today - continued
The “book 2 nights get the 3rd night free” offer should be used frequently in
the rotation of offers tagged to advertisement. It is most appealing to all three
target groups and the most effective in motivating each of the segments to go to the
Ontariotravel.net website.
The “kids stay free” and “staycations” offers should also be included in
rotation for advertisements aimed at fun loving families, particularly during the
summer season.
Regardless of whichever offer(s) are selected for the television advertisement, the
offer should be featured more prominently as many did not notice the special
offer in the advertisement in the research setting.
6
Major Findings What are the top motivators of Ontario travel purchase?
Perceptions of Travel in Ontario among Ontarians
8
Perceptions of Travel in Ontario among out of province
and US travelers
Perceptions of travel in Ontario were positive across the board with participants seeing the
province as safe, friendly, and clean. Perceptions for many were drawn exclusively from their
experiences visiting Toronto. Residents of Detroit were by far the best versed in what Ontario
as an entire province has to offer to tourists.
9
Previous Travel in Ontario among out of province and
US travelers
Place Attractions Markets
Toronto Toronto,
Niagara
The arts,
cultural &
• These two destinations were visited or at
least known by all participants,
Falls sporting particularly those from Detroit who were
attractions, very familiar with the specific attractions
Niagara food,
metropolitan
and had likely visited each more than
once
Falls atmosphere,
scenery
Stratford, The arts, wine • These destinations were most visited by
Stratford Niagara on tours, food those in Detroit, largely for the Stratford
the Lake Festival and the wineries in Niagara
Niagara on the Ottawa The arts, food, • With proximity to Quebec, participants
Lake cultural from Montreal had often visited Ottawa for
attractions, festivals (such as the Tulip Festival) or
Parliament Hill simply as a change of pace from Montreal
Ottawa
Muskoka, Scenery, rest & • Those from Detroit and Montreal were
Muskoka Blue relaxation, most likely to have visited these locations,
Mountain, outdoor however several participants in each
Blue Mountain Sandbanks activities group were unaware
Sandbanks Northern Outdoor • A couple participants overall had visited
Ontario activities spots in Northern Ontario such as
Northern Ontario Thunder Bay, Sudbury, and Sarnia
10Overall Knowledge & Awareness of Travel in Ontario
Detroit
Knowledge of travel destination in Ontario among residents of Detroit
was very high due to their proximity to the Canadian border. Not only
have these participants regularly visited various attractions in Ontario,
but crossing the border into Canada can occur spontaneously for simply
an evening visit to Windsor. Participants from Detroit have visited Awareness
several of the less common destination (i.e. Muskoka, Stratford) along
with the more popular ones (i.e. Toronto, Niagara Falls).
NYC & Montreal
Experience and general knowledge of travel in Ontario was limited
among residents of NYC and Montreal. Almost all had some experience
or knowledge of Toronto, and relegated what the entire province had to
Awareness offer to this city alone. Overall however, participants showed an interest
in knowing more about what Ontario has to offer.
Though knowledge and awareness varied by city, travel in Ontario is not top of mind for
participants in any of the markets. All those who have had a travel experience in Ontario
graded it as a very positive one. Thus, driving initial conversion (particularly for those from
NYC and Montreal) and keeping Ontario as a top of mind destination will be paramount.
11Ontario’s Unique Offering
What’s Ontario All About?
Where to visit? (i.e. destinations)
What to do? (i.e. attractions, events, festivals, etc.)
What does it have that others do not?
(i.e. unique offering)
“I really don’t know much about Ontario. I “My wife and I have been to Ontario many
need to know why I should go. What do they times and always enjoyed ourselves. I guess I
have there that’s special? What can I brag to would want to know what’s next. What else is
my friends about doing or seeing when I get there to do there? –Detroit
back?” –NYC
For residents of NYC and Montreal in particular, educating on what Ontario as a
province has to offer is the first step to attracting them to visit. Their current awareness
is low, however there is a clear appetite to learn more. Participants wanted a clear
reason why they should visit Ontario – what does it have that other destinations do
not? What is its unique offering to them as tourists?
Since residents of Detroit are well versed on travel in Ontario, demonstrating to them
what new attractions they can experience is important to incite a reason to visit again.
12Barriers to Travel in Ontario
Six key areas were identified as barriers to considering a travel destination in Ontario:
Weather: naturally, the winter months were seen as a less ideal time to visit Canada as each
of the markets spoken to experiences a harsh winter of their own. Many plan vacations in the
winter to escape to warmer climates
Exchange Rate: for US markets, an unfavourable exchange rate (or even at par) makes
Canada a less desirable destination as it jeopardizes their spending power
Gas Prices: rising gas prices make driving or flying to Ontario seemingly less affordable
Border Crossing: for US markets, specifically those who favoured driving to Ontario, an
arduous border crossing process was seen as a deterrent
Away-From-Home Feeling: a few Montrealers mentioned that visiting another province within
Canada lacked a distinct away-from-home feeling they were looking for when traveling
13Desired Travel Attributes
Attributes that participants were
looking for in an Ontario travel
experience were largely urban
focused, however a few
participants expressed interest
Diversity/Culture
in what more remote areas had
Fun
to offer, such as ice fishing or
skiing.
Many, if not all, important travel
attributes listed are things that
Ontario can offer. More
Attractions knowledgeable participants,
specifically those from Detroit,
quickly identified that Ontario
fits the bill for many travel
wants. For other participants,
Safe Outdoor Activities education is necessary to bring
them up to speed with these
key offerings.
Food
Value Green Space
14Most Attractive Elements of Ontario Travel
- Ontario Consumers
• Respondents were forced to pick between each of the following pairs (option on left vs. option
on right)…
Fun Fun
Gen Couple Gen Couple
Loving Loving
Pop Adventurers Pop Adventurers
Families Families
a b c a b c
A short get-a-way (e.g. involving A longer trip (e.g. involving 4+
77% 82% 81% 23% 18% 19%
1-3 nights) nights)
Easy travel (where there is a
Do it yourself (where there are
major focus on convenience and 69% 66% 75%b 31% 34%c 25%
few amenities)
services)
Rest and relaxation 66% 75%ac 61% 34%b 25% 39%b Excitement and adventure
A low price 59%bc 35% 47%b 41% 65%ac 54%a A high quality travel experience
Discounts and special offers
available for travelling during the 52%c 58%c 39% 48% 43% 61%ab Travelling over a weekend
week
Getting good value for money
Getting the best price possible 50%b 29% 49%b 50% 71%ac 51%
regardless of the amount
All-inclusive travel (where meals Al a carte travel (where you buy
and drinks are included in 43%b 31% 46%b 57% 70%ac 54% your meals and drinks
package) separately)
A packaged offer (where hotel A flexible offer (where hotel and
and activities are bought 32% 27% 49%ab 68%c 73%c 51% activities are bought
together) separately)
Revisit the same destinations
23% 18% 22% 78% 82% 78% Try new destinations and hotels
and hotels that you like
Q11a. Thinking about future pleasure trips you may take within Ontario, are you more likely to be attracted by…
Base: All respondents (Gen Pop) n=441; (Couple Adventurers) n=342; Fun Loving Families n=353
15Most Attractive Elements of Ontario Travel
- Focus Groups with Out of Province Consumers
Total DET NYC MTL
A high quality travel experience 31 6 12 13
A low price 18 10 6 2
Getting good value for money regardless of the amount 34 9 14 11
Getting the best price possible 15 7 4 4
Traveling over a weekend (Friday-Sunday) 30 9 13 8
Discounts and special offers available for traveling during the week (Monday-Thursday) 19 7 5 7
A packaged offer (Where hotel and activities are bought together) 28 6 13 9
A flexible offer (where hotel and activities are bought separately) 21 10 5 6
A la carte travel (where you buy your meals and drinks separately) 28 11 8 9
All-inclusive travel (where meals and drinks are included in package) 21 5 10 6
Easy travel (where there is a major focus on convenience and services) 39 11 15 13
Do it yourself (where there are few amenities) 10 5 3 2
Try new destinations and hotels 43 15 15 13
Revisit the same destinations and hotels that you like 6 1 3 2
Excitement and adventure 26 10 13 3
Rest and relaxation 23 6 5 12
A short get-a-way (e.g. involving 1-3 nights) 30 10 13 7
A longer trip (e.g. involving 4+ nights) 19 6 5 8
16Most Attractive Elements of Ontario Travel
- Ranked from Most to Least Important
Most Important (% Ranked 1, 2 or 3)
Couple Fun Loving
Gen Pop
Adventurers Families
a b c
Getting the best price possible 64% 64% 69%
A low price 57%b 39% 63%b
Getting good value for money regardless of amount 56% 65%c 49%
A high quality travel experience 56% 63% 64%
Excitement and adventure 44% 33% 39%
Rest and relaxation 42% 43% 44%
Discounts and available for travelling during the week 31%c 30% 21%
A short get-a-way (e.g. involving 1-3 nights) 29% 30% 30%
All-inclusive travel (meals and drinks included) 28% 20% 27%
Travelling over a weekend (Friday-Sunday) 27% 35% 34%
Easy travel (major focus on convenience and services) 25% 29% 30%
Try new destinations and hotels 23% 20% 20%
A packaged offer (hotel and activities together) 22% 14% 19%
A longer trip (e.g. involving 4+ nights) 22% 14% 13%
A flexible offer 18%c 23%c 11%
Al a carte travel (where you buy your meals and drinks separately) 18%c 17% 11%
Do it yourself (where there are few amenities) 18% 15% 24%
Revisit the same destinations and hotels that you like 13% 13% 15%
Q11b. Below is a list of the options you chose. Please rank these in order of importance to you when considering future trips within Ontario,
where 1 is most important and 9 least important. Base: More likely attracted by [INSERT OPTION]: n=varies
17Building the Ideal Ontario Travel Package
Price
Price isisthe
themost
mostimportant
important element
elementto to
a travel package,
a travel while
package, the meals
while element
the meals is theisleast.
element the
Price is nearly 50% or 1.5 times more important to the likelihood to purchase a
least. Price is nearly 50% or 1.5 times more important to the likelihood to purchase a given
package than number
given package of nights
than number of or features
nights and moreand
or features than 3 times
more thanmore important
3 times more than
important
meals. than meals.
Among
Amongfunfun
loving families,
loving priceprice
families, is even moremore
is even important – 66%– or
important 66%1.66
ortimes
1.66more
timesimportant
more
than the number of nights or features.
important than the number of nights or features.
For
Forcouple
coupleadventurers
adventurersthe features
the (e.g.
features attractions/events)
(e.g. are as
attractions/events) areimportant as the
as important as price.
the.
Based on Discrete Choice Analysis
18Optimal Ontario Travel Package
All Segments
% Would % Would
PRICE MEALS NIGHTS FEATURE ATTRACTION BUY NOT BUY
$199.00 Break & Dinner 3 Nights Couples Attraction 18% 82%
$199.00 Break & Dinner 2 Nights Couples Attraction 16% 84%
Couple Adventurers
% Would % Would
PRICE MEALS NIGHTS FEATURE ATTRACTION BUY NOT BUY
$199.00 Break & Dinner 3 Nights Couples Attraction 19% 81%
$199.00 Break & Dinner 2 Nights Couples Attraction 18% 82%
Fun Loving Familites
% Would % Would
PRICE MEALS NIGHTS FEATURE ATTRACTION BUY NOT BUY
$199.00 Break & Dinner 3 Nights Family Attraction 20% 80%
$199.00 Break & Dinner 2 Nights Family Attraction 17% 83%
19What might this look like for Couple Adventurers?
(Verbatim Responses: Couple Adventurers, Toronto)
IDEAL OFFER IDEAL COMMUNICATIONS
Special Occasion, Niagara on the Lake: I know what Niagara Region is all about so
• Get-away weekend, 2 nights at Queen’s don’t really need the fancy visuals…
Landing, $50 in Casino chips maybe one or two for context, but really
• Coupons for other activities (spa, wine just cut to the chase… Price and any
tours, bike tour, etc.) deals that may be available, like the 3rd
• $200 per night night for free thing
Ste. Anne’s Country Inn and Spa You need to be visual for sure to get that
Package: ‘spa’ type feeling – relaxed, pampered,
• 3 days, 2 people etc. However we are Ontarians and
• 2 treatments per days (total of 6) basically know what’s in the province so
• $150 voucher towards next visit the price or the deal will be the tipping
• $600 per person ($1,200 total) point.
Outdoor Adventure: Focus on package details: visually and
• 3-4 days north of the city descriptively
• Cottage or lodge style accommodations Focus on price and it’s value/affordability
with all basic amenities and friendly staff
• Offer hiking, fishing, site seeing, etc.
• Drive there, everything for $150/night
20What might this look like for Couple Adventurers?
(Verbatim Responses: Couple Adventurers, London)
IDEAL OFFER IDEAL COMMUNICATIONS
Northern Ontario Mystery dinner Service/something special – visuals of
theatre + golf weekend: valet parking, a bell hop greeting you, well
• 2 nights deluxe accommodations, 2 groomed golf course, people being
tickets to show, 2 dinners, 2 breakfasts, 2 pampered @ pool or spa… Flash the price
rounds of golf or spa package at the end
• $200 per person/night
Toronto Get-away Package: Pictures of the hotel room, people relaxing
• 2 night accommodations with breakfast, in hotel bar and the dinning room. Street
museum pass, TTC pass, choice of day cars (not driving!), museums, fine dinning,
trip to Zoo or Gallery etc… Providing price is optional but
• $125 per person/night suggest it’s a package deal
Ski, Eat, Stay – Mid-Week Special: Outdoor visuals (ski slopes, hiking, etc.).
• Choice of 3 Ottawa area ski resorts Good treatment by hotel staff. Real
• 2 nights accommodations with 2 meals comments (i.e. testimonials) from guests.
• A meet the guests welcome party Demonstrate good value for dollar!
• Also available: sleigh ride, nordic skiing
• $100 per person/day, min. 2 nights
21What might this look like for Couple Adventurers?
(Verbatim Responses: Couple Adventurers, Sudbury)
IDEAL OFFER IDEAL COMMUNICATIONS
Southern Ontario 1 week Get-Away: You don’t have to go to another country to
• Hotel offers 3 meals a day included, gym, have your all-inclusive get-away, it’s right
pool, sauna (maybe even a spa) here for you in Ontario… you don’t need a
• Apartment style room passport.
• Shuttle/transportation available List participating outlets and the price
• List of activities to do within 1hr drive
• $600-$800
Theatre Trip: Focus on the Theatre part of the package,
• Stay 2 nights get the 3rd free the free transportation and the deal
• Breakfast (7-11am) included (discounts on tickets and 3rd night free)
• Theatre tickets at discounted rate
• Free parking and shuttle service
• $150-$200/night
Extended Toronto Trip: A couple having fun at his and her events
• 4 days/5 nights package deal that for a great price!
includes: breakfast the ROM, a show and
a live professional sporting event
• $650 for two
22What might this look like for Fun Loving Families?
(Verbatim Responses: Fun Loving Families, Toronto)
IDEAL OFFER IDEAL COMMUNICATIONS
Fallsview Casino: Show a couple, a nice hotel room, some
• Hotel over looking the falls, with a meal gambling and then quickly get to the
included (only 1 night b/c of kids) package or combo… price is key if I’m
• 1 free drink tickets at casino going to investigate further
• Free shuttle to and from casino
• $150/night
Stay in Toronto Package: Torontonians, Rediscover Your Toronto!
• 2 days, 1 night at nice, mid-range hotel You can just list all the things to do b/c we
• Shuttle service for range of activities over know about them and have been to many
2-days for the family: ROM, Science of them… but the shuttle service, which
centre, CN Tower, Zoo, Ontario Place means no traffic and the all-in-one price
• Keg mansion dinner for family of 4 will be the hook.
• $300
23What might this look like for Fun Loving Families?
(Verbatim Responses: Fun Loving Families, London)
IDEAL OFFER IDEAL COMMUNICATIONS
Amusement Park Package Deal(s): Lots of visuals of the venues and activities
• A variety of duration package to chose so the kids can get into it
from but most likely 2-3 nights The price and package are important, but
• 1 day at Wonderland, 1 at Marineland, if you grab my attention and convince it’s
tickets included something I can do with my family and
• Kids stay and eat free, breakfast included everyone will have a good time, I can
• $350 explore the price and stuff on my own.
Great Wolf Lodge All Inclusive Deal: All my kids do is talk about this place. I
• Weekend stay, 2-3 nights, everything don’t know much about it so I’d need
included: meals, tickets, vouchers, etc. some visuals of what goes on there to get
• $350/night for family of four me looking into it… price would be
important too
24What might this look like for Fun Loving Families?
(Verbatim Responses: Fun Loving Families, Sudbury)
IDEAL OFFER IDEAL COMMUNICATIONS
Long-Weekend Special: ‘Stay’cation on Ontario… a discounted
• 3-4 days of attractions a various places offer for Ontarians staying at home for
• Ottawa of Toronto and surrounding area. their vacation.
Stay at hotel in city and drive 45min-1 Could also play on the economy angle and
hour to other destinations that it’s important to keep our money in the
• Breakfast included as well as tickets or province.
discounts on tickets to various activities
and events
Build your own Trip: Something like ‘Menu Ontario’ or ‘build
• The ability to select from a variety of your own staycation on Ontario’. Reinforce
accommodation, activity and event choice and flexibility and that discounts
options as you build your own trip… 1 of are to be had.
x amusement parks, 1 of x cultural This way you don’t have to offer a fixed
events, 1 of x museums, etc. price, but rather it’s up to the individual to
• The more you select the more you pay, build their own and generate their own
but the greater the discount as well cost savings
25What’s The Out of Province Consumers’ Ideal Package?
Market Ideal Offer
Detroit: • 4 days/3 nights in Toronto and Niagara or Stratford (drive or train from Detroit)
Weekend • 4 or 5 star hotel (includes breakfast and free parking)
Getaway • Includes admission/tickets to museum, festival, theatre, sporting event (or similar attraction)
• Includes tour of winery or spa day in Niagara on the Lake or Casino visit in Niagara Falls
• Includes Stratford festival tickets in Stratford
• Approximately $300-400 per destination
NYC: • 4 days/3 nights in Toronto or Ottawa
Weekend • Return airfare and 3 nights at 4 or 5 star hotel (includes breakfast)
Getaway • Includes admission/tickets to museum, festival, theatre, sporting event (or similar attraction)
• Approximately $999 - $1,500 per person
Montreal: • 4 days/3 nights in Toronto (drive, train or fly)
Weekend • 4 to 5 star hotel (including breakfast and free parking when applicable)
Getaway • Includes admission/tickets to museum, festival, theatre, sporting event (or similar attraction)
• Admission/tickets to family-friendly attractions an option, such as Canada’s wonderland
• Suggestions to gourmet food establishments
“A long weekend in Toronto. Includes tickets “4 day and 3 night trip. Includes return airfare
to museums or other sites. Hotel will include from NYC in a choice of 5 star hotels.
breakfast. Could also do a wine tour outside Breakfast included. Admission to a show.
the city.” –Detroit $1500 per person, double occupancy.” –NYC
26Major Findings Which Ontario travel offers are most effective in driving consumers to the website?
Travelers are attracted to and experienced with offers
- Most Recent Short Trip (1-3 nights)
Between four in ten and nearly six in ten took advantage of a special offer or deal when they booked
their latest short trip, followed by Couple adventurers and the general population.
The most common type of special offer was a discount on the price/cost of trip including activities
or attractions or a discount on the accommodation.
Mentions under 6% not shown
Q18. Did you take advantage of a special offer or deal when you booked this trip? Base: Took a short trip in Ontario within the last year (Gen Pop)
n=262; (Couple Adventurers) n=226; (Fun Loving Families) n=247
Q19. As best you can recall, what was the special offer or deal that attracted you? Please be as specific as possible Base: Selected YES at Q18
(Gen Pop) n=111; (Couple Adventurers n=106; (fun Loving Families) n=137
28Offers Can Motivate Consumers To Travel
- Most Recent Short Trip (1-3 nights)
For all segments, the greatest share of travelers decided to travel in Ontario because they wanted to
go to a specific Ontario destination (particularly couple adventurers). Limited vacation time,
affordability (particularly among the gen pop) and visiting family/friends are other prominent
reasons. Two in ten fun loving families wanted to show their kids other parts of Ontario. Nearly
two in ten of each group decided to travel in Ontario in order to take advantage of a special offer.
Gen Pop Couple Adventurers Fun Loving Families
Wanted to go to a specific 58%
69%
location/destination/attraction 62%
37%
Only had a short time 40%
38%
33%
Affordability 26%
26%
27%
Visiting family or friends 26%
17%
20%
Wanted to stay close to home 20%
22%
Wanted to take advantage of a 16%
15%
special offer 18%
We were looking for a high quality 8%
17%
experience 13%
Wanted to show the kids other 5%
0%
parts of Ontario 19%
Q14. Thinking about your most recent short trip within Ontario, why did you decide to travel within Ontario rather than somewhere
else? (select all that apply) Base: Took a short trip in Ontario within the last year (Gen Pop ) n=262; (Couple Adventurers) n=226; (Fun
Loving Families) n=247 29Popular Ontario Offers
- Taken Advantage of for A Short Trip (1-3 nights)
Fun Loving Families are most likely to have previously taken advantage of a special offer in either Ontario or
another destination. Half have taken advantage of an offer which let kids stay free or kids eat free.
Among Couple Adventurers, accommodation discounts or book early incentives are the most common type of offer
pursued (20% off, book early or before (…) and receive 10% discount). Couple adventurers are more likely to have
taken advantage of a book early receive 10% discount for a destination other than Ontario.
The Gen Pop are least likely to have taken advantage of a discount. Although, approximately one quarter have
pursued discounted accommodation of some form or book early incentives.
In Ontario Any Other Destination
Taken Advantage of Offer Before (% Yes) Fun Fun
Couple Couple
Gen Pop Loving Gen Pop Loving
Adventurers Adventurers
Families Families
ANY 63% 68% 79% 56% 73% 72%
Kids stay free 19% 21% 55% 17% 28% 55%
Kids eat free 19% 16% 52% 17% 21% 47%
20% off accommodation 26% 31% 26% 26% 38% 24%
Receive 2 free attraction tickets with accommodation 21% 22% 33% 22% 25% 25%
Book early or before (...) and receive a 10% discount 25% 28% 21% 28% 42% 25%
Buy one night, get the second night free 21% 23% 26% 19% 24% 22%
Buy 2 nights, get the third night free 20% 24% 22% 21% 30% 27%
Ontario Travel packages from $199 13% 13% 13% 8% 8% 8%
Ontario Travel packages from $109 14% 12% 12% 8% 8% 8%
Ontario Travel packages from $149 12% 12% 12% 8% 6% 8%
Over $1200 in attractions coupons 10% 6% 10% 10% 8% 11%
Q24. Have you ever taken advantage of an offer like this before in Ontario or to any destination? Base: All respondents (Gen Pop)
n=441; (Couple Adventurers) n=342; (Fun Loving Families) n=353
30Likelihood to Take Advantage of Summer Offers
- For a Future Short Trip (1-3 nights)
Summer
Likelihood of visiting Ontariotravel.net Couple Fun Loving
Gen Pop
(% 8-10 on 10 pt scale) Adventurers Families
% Mean % Mean % Mean
Buy one night, get the second night free 53% 7 56% 7 64% 7.5
Ontario Travel packages from $109 48% 6.6 36% 5.7 50% 6.7
Buy 2 nights, get the third night free 42% 6.3 41% 6.3 50% 6.7
20% off accommodation 37% 6.2 40% 6.3 37% 6.3
All inclusive Ontario 'stay-cations' 36% 5.9 27% 5.4 45% 6.6
Ontario Travel packages from $149 37% 5.9 29% 5.4 41% 6.2
Receive 2 free attraction tickets with accommodation 31% 5.6 24% 4.8 39% 6.3
Ontario Travel packages from $199 31% 5.6 26% 5.3 35% 5.9
Over $1200 in attractions coupons 31% 5.2 19% 4.1 34% 5.7
Introducing Ontario loyalty rewards - stay twice and the
26% 5 24% 4.6 25% 5
third time 50% off
Book early or before (...) and receive a 10% discount 24% 5 25% 5.1 21% 5.2
Kids stay free 16% 2.4 6% 1 53% 6.7
Kids eat free 13% 2.3 5% 1 43% 6.3
Q25. Using a scale of 0 to 10 where 0 is not at all likely and 10 is very likely, how likely would you be to go to the Ontariotravel.net
website to look for more information about short 1 to 3 night trips within Ontario if you saw the following special offers for travel
during the summer/ winter …
Base: All respondents (Gen Pop) n=441; (Couple Adventurers) n=342; (Fun Loving Families) n=353
31Likelihood to Take Advantage of Winter Offers
- For a Future Short Trip (1-3 nights)
Winter
Likelihood of visiting Ontariotravel.net Couple Fun Loving
Gen Pop
(% 8-10 on 10 pt scale) Adventurers Families
% Mean % Mean % Mean
Buy one night, get the second night free 45% 6.3 44% 6.3 48% 6.5
Ontario Travel packages from $109 40% 6 32% 5.3 38% 5.6
Buy 2 nights, get the third night free 33% 5.6 34% 5.6 36% 5.8
20% off accommodation 32% 5.5 34% 5.8 29% 5.5
All inclusive Ontario 'stay-cations' 31% 5.4 24% 4.8 35% 5.8
Ontario Travel packages from $149 31% 5.3 26% 5 29% 5.2
Receive 2 free attraction tickets with accommodation 26% 4.9 16% 4.1 29% 5.4
Over $1200 in attractions coupons 26% 4.5 15% 3.7 23% 4.8
Ontario Travel packages from $199 25% 4.9 24% 4.8 25% 4.9
Introducing Ontario loyalty rewards - stay twice and the
22% 4.6 19% 4.2 19% 4.3
third time 50% off
Book early or before (...) and receive a 10% discount 20% 4.5 19% 4.6 18% 4.5
Kids stay free 14% 2.3 4% 0.9 44% 6
Kids eat free 12% 2.3 4% 0.9 35% 5.6
Q25. Using a scale of 0 to 10 where 0 is not at all likely and 10 is very likely, how likely would you be to go to the Ontariotravel.net
website to look for more information about short 1 to 3 night trips within Ontario if you saw the following special offers for travel
during the summer/ winter …
Base: All respondents (Gen Pop) n=441; (Couple Adventurers) n=342; (Fun Loving Families) n=353
32Likelihood to Take Advantage of Any Season Offers
- For a Future Longer Trip (4+ nights)
Couple Fun Loving
Gen Pop
Likelihood of visiting Ontariotravel.net Adventurers Families
(% 8-10 on 10 pt scale)
% Mean % Mean % Mean
20% off accommodation 41% 6.1 36% 5.9 33% 5.8
All inclusive Ontario ‘stay-cations' 36% 5.6 26% 5 35% 6
Buy three nights, get the fourth night free 35% 5.7 29% 5.6 28% 5.5
Ontario Travel packages from $299 per person 27% 5 26% 5 23% 4.9
Over $1200 in attractions coupons 27% 4.9 19% 3.8 27% 5.1
Book early or before (...) and receive a 10% discount 27% 5 21% 4.7 17% 4.6
Introducing Ontario loyalty rewards - stay twice and the
26% 4.9 18% 4.4 18% 4.4
third time 50% off
Receive 2 free attraction tickets with accommodation 25% 5.2 17% 4.3 28% 5.3
Ontario Travel packages from $399 per person 16% 4.3 18% 4.5 15% 4.2
Kids stay free 16% 2.4 5% 0.9 41% 6
Kids eat free 12% 2.2 4% 0.8 33% 5.5
Q38. Using a scale of 0 to 10 where 0 is not at all likely and 10 is very likely, how likely would you be to go to the Ontariotravel.net
website to look for more information about 4+ night trips within Ontario if you saw the following special offers for travel… Base: All
respondents (Gen Pop) n=441; (Couple Adventurers) n=342; Fun Loving Families n=353
33Ontario Travel Offer Ranking
- Out of Province Consumers
Rank
Offer
DET NYC MTL
Buy 2 nights, get the third night free 1 1 1
Ontario Travel packages from $109 2 9 8
20% off accommodation 3 2 2
Ontario Travel packages from $149 4 4 11
Receive 2 free attraction tickets with accommodation 5 3 3
All inclusive Ontario ‘stay-cations’ 6 7 5
Over $1200 in attractions coupons 7 6 4
Ontario Travel packages from $199 8 5 6
Book early or before (INSERT DATE) and receive a 10% discount 9 10 12
Introducing Ontario loyalty rewards 10 8 9
Kids stay free 11 11 7
Kids eat free 12 12 10
Though kids stay free and kids eat free ranked low overall, this offering was valuable for
the one group of families spoken to. All-inclusive Ontario was also interesting for this
segment as it allows them to more easily budget and organize a trip with young children.
34Ontario Travel Offer Ranking
- Focus Groups
Buy two nights, get the third free rose to the top for each of the markets as the most
worthwhile offer. Participants felt that this offer was desirable largely because it offers value
to any kind of traveler, regardless of what kind of a vacation/trip they are planning for
“This is a good value for anyone. Doesn’t matter if you want to stay at the Hilton or at a motel, you can get
your third night free.”
The various Ontario travel packages were also well regarded, although several participants
noted that they need to be more clear – what exactly is included in the package? Though the
low-price of $109 was immediately luring, after further reflection many participants felt the
price was suspiciously low. $149 or $199 were also seen as desirable price points
20% off accommodations ranked well, although some had concerns that regular prices would
be heightened to adjust for the discount
“20% off your stay would definitely be a good deal, but it has to be 20% off an already competitive price, not
20% off a jacked up base price.”
Receive two free attraction tickets was especially desirable for residents of NYC and Montreal
since a ticketing offer could serve as an attraction recommendation in a city or area they were
not previously familiar with
“This would make sense for someone like me since I don’t know the area well. This way it gives me an idea of
what to do while I’m there – some much needed direction.”
35Major Findings Are these Ontario travel offers appealing and feasible to OTMPC partners?
Likelihood to Buy-into and Feasibility of Advertising
Opportunities- Summer Season
Likelihood to buy-in Feasibility of offer
Very Somewhat Not very Not at all Not
Yes No
likely likely likely likely applicable
All inclusive Ontario ‘stay-cations’ 52% 15% 37% 14% 34% 49% 23% 29%
Over $1200 in attractions coupons 42% 10% 32% 19% 40% 41% 32% 27%
Book early or before (INSERT DATE) and receive a 10%
12% 27% 27% 34% 48% 26% 26%
discount
Ontario Travel packages from $109 (accommodation and
19% 19% 21% 41% 41% 30% 30%
attraction for family of 4)
20% off accommodation 5% 26% 30% 40% 33% 32% 35%
Buy 2 nights get the third night free 30% 10% 20% 24% 46% 32% 34% 34%
Kids stay free 14% 14% 26% 46% 32% 24% 44%
Buy one night get the second night free 9% 17% 23% 51% 25% 41% 34%
Introducing Ontario loyalty rewards – stay twice and the
5% 22% 30% 44% 30% 36% 34%
third time 50% off
Buy one night get the second night ½ off 5% 20% 28% 48% 27% 38% 35%
Kids eat free 9% 8% 25% 58% 20% 33% 47%
Q36. How likely it is that your organization would support a television, radio or online advertising opportunity
with OTMPC that promoted the following offers to Ontario and near border US residents during the summer
season. Please assume the cost to buy-in is affordable for your organization Base: All respondents n=111
37Likelihood to Buy-into and Feasibility of Advertising
Opportunities- Winter Season
Likelihood to buy-in Feasibility of offer
Very Somewhat Not very Not at all Not
Yes No
likely likely likely likely applicable
All inclusive Ontario ‘stay-cations’ 39% 10% 29% 17% 44% 40% 19% 41%
Over $1200 in attractions coupons 34% 11% 23% 14% 52% 33% 28% 39%
Ontario Travel packages from $109 (accommodation and
12% 21% 17% 51% 27% 33% 40%
attraction for family of 4)
20% off accommodation 8% 25% 15% 51% 30% 25% 45%
Book early or before (INSERT DATE) and receive a 10%
8% 23% 23% 46% 36% 27% 37%
discount
Buy 2 nights get the third night free 29% 14% 15% 17% 53% 28% 27% 45%
Kids eat free 7% 12% 19% 62% 14% 29% 58%
Buy one night get the second night ½ off 7% 18% 23% 52% 25% 30% 45%
Buy one night get the second night free 5% 17% 22% 56% 17% 37% 46%
Introducing Ontario loyalty rewards – stay twice and the
5% 18% 23% 55% 23% 35% 42%
third time 50% off
Kids stay free 14% 13% 20% 54% 26% 22% 52%
Q35. How likely is it that your organization would support a television, radio or online advertising opportunity
with OTMPC that promoted the following offers to Ontario and near border US residents during the winter
season. Please assume the cost to buy-in is affordable for your organization. Base: All respondents n=111
38Most Commonly Bought Advertising Medium
Print media is the most common type of advertising purchased by responding organizations with
nearly nine in ten indicating it is the type of advertising they typically buy (86%), followed by exactly
three quarters who purchase online advertising (75%). Half of organizations typically buy radio
advertising (51%), while three in ten focus on out of home (30%). Only one-quarter typically buy TV
advertising (23%).
Print 86%
Online 75%
Radio 51%
Out of home (billboards, bus shelter, etc) 30%
Tourist attractions represent
TV 23% the largest share of TV buyers
We don't regularly advertise 5%
Shows (trade, consumer, exhibitions) 5%
Direct 2%
8%buy?
Other typically
Q2. Which type of advertising do you / your organization
Base: All respondents n=111
39Factors Affecting Choice of Advertising Partner/Placement
Unsurprisingly, offering a placement targeted to the prospect’s ideal customer is considered the most important
factor when buying advertising. The next most important factors are cost related, with about seven in ten ranking
that the advertising be a reasonable price given their budget and that it present good value for money as important
in the decision making process (71% for both). Also important are fit with the organization and previous success.
Notably, the ability to include a custom offer is not a high priority.
Most Important (1-4) Mid 3 (5-8) Least Important (9-11)
The placement is targeted to my ideal customer 79% 16% 5%
The price is reasonable given my budget 71% 23% 7%
The opportunity presents good value for money 71% 19% 10%
The advertising partner makes sense for my organization 47% 46% 8%
I have had success with that partner/placement before 42% 40% 18%
There is enough lead time to participate 25% 44% 31%
I can control the look and feel 23% 46% 31%
I like the look and feel of the placement 15% 48% 37%
I can include my own special offer or incentive 15% 45% 40%
The process to buy-in is simple and easy 10% 49% 42%
Templates and artwork available to easily create ad 3% 26% 71%
Q7. How important are each of the following when deciding which advertising partner/placement to buy? Please rank from 1 to 11 with 1
being most important and 11 being least. Base: Regular advertiser n=105
40How can OTMPC strength its opportunities
60% The advertising
partner makes In terms of new or lapsed partners,
sense for my OTMPC should promote that its
organization publications/website reach the
The placement is
targeted to my ideal
industry’s target customer and that
50% OTMPC placement a good fit for their
customer
organization (current partners already
There is enough acknowledge this).
lead time to
participate
40% In terms of improving perceptions of
I like the look and
recent buyers, improving perceptions
feel of the
Success
of cost (or improving the actual
placement
price/affordability depending upon
The process to buy-
your point of view) should be top
30% in is simple and
The opportunity priority.
easy
presents good
I can include my
value for money
own special offer or Secondary emphasis could be on
incentive
promoting OTMPC’s track record for
20% successful/ reasonably good ROI
I can control the
(return on investment) (if available).
Templates and The price is
I have had success
artwork available to look and feel
with that reasonable given
easily create ad my budget Tertiary focus on providing
partner/placement
10% before opportunities / or clarifying
perceptions that allow the buyer to
control the look and feel of the ad.
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Importance
41Major Findings What are the most effective channels for marketing Ontario travel offers?
The Travel Decision Tree
- Focus Groups with Ontario Consumers + Survey
Advertising impacts travel
decisions and behaviours
at nearly all levels. • Predominantly booked online, some still using
travel agents or directly through venues
Decision
• Predominantly done online, some still using
travel agent for info and recommendations
Findings on the decision • Value: examining price and quality trade offs
tree support those found Research & • Examining fixed packages vs. more flexible
options
in Phase B. • Communications/advertising: point of purchase
Planning in nature (i.e. brochures)
• Routine: visit there every year
• New & exciting vs. tried & true
• Proximity: fly vs. drive
Consideration • Communications/advertising: can add to or help
strengthen certain options
• Static: reoccurring, preplanned
• Peers: kids, friends, other couples/parents
Travel Triggers • Weather: escape winter for warmer climate
• Communications/advertising: deals can trigger
immediate conversion
43Stage of Trip Planning Most Influenced by Advertising
- Most Recent Short Trip (1-3 nights)
Based on past trips, advertising was equally effective in inspiring Ontario travel when the
individual is already thinking about taking a trip within Ontario as when they are not thinking
about taking a trip or had a trip in mind but has not decided to travel to Ontario.
Between the segments, couple adventurers are more likely to be inspired by advertising when
they are not thinking about taking a trip at all.
Q17. At the time when you saw, read or heard what inspired you, were you …?
Base: All but those who selected NONE at Q15 (Gen Pop) n=131; (Couple Adventurers) n=113; (Fun Loving Families) n=133
44Stage of Trip Planning Most Influenced by Advertising
- Most Recent Longer Trip (4+ nights)
Couple adventurers and fun loving families are more likely to be inspired to take a longer trip when
the individual is already thinking about taking a trip within Ontario.
Advertising is equally effective in inspiring longer trips among the general population when the
individual is already thinking about taking a trip within Ontario.
Q30. And at the time when you saw, read or heard what inspired you, were you …?
Base: All but those who selected NONE at Q28 (Gen Pop) n=52; (Couple Adventurers) n=44; (Fun Loving Families) n=41
45Communication Channels For Ontario Travel
- Focus Groups with Ontario Consumers
A visually inspired television campaign that focuses on experiences unique
to Ontario and generates a strong emotional response is key to triggering
memories and putting Ontario as a potential destination on or back on the
radar screen
The “No Place Like This” campaign seems to succeed in this regard
However, as consumers narrow their consideration set and move towards
researching and planning a trip, it appears a multi-tiered, multimedia, yet
integrated approach is in order:
TV: Visually focused on specific locations, events, activities, etc., with offer teasers
directly applicable to those specifics
Radio/Print: Thematically similar to TV, with more details on both location, event,
activity as well as offer(s)
This should drive people to the web which remains predominately a research,
planning and booking tool
46
46Influence of Advertising
- Most Recent Short Trip (1-3 nights)
Notably, 34% of all segments say that their most recent short trip was inspired by advertising.
Online advertising influenced more trips than other types of advertising. One quarter of short trips
among the general population were inspired by online advertising and nearly as many among each
of the other segments.
Television advertising was more likely to get fun loving families thinking about a trip than other
segments.
Net Advertising
(online, television,
newspaper, magazine,
billboard)
Gen Pop = 36%
Couple Adventurer = 32%
Fun loving Families = 35%
Q15. Were you inspired by or started to think about taking this trip because of something you saw, read or heard ….
Base: Took a short trip in Ontario within the last year (Gen Pop ) n=262; (Couple Adventurers) n=226; (Fun Loving Families) n=247
47Influence of Advertising
- Most Recent Longer Trip (4+ nights)
Notably, 45% of all segments say that their trip was inspired by advertising.
Three in ten of the general population and one quarter of couple adventurers or fun loving families
saw, read or heard something online which got them thinking about travelling within Ontario.
Net Advertising
(online, television,
newspaper, magazine,
billboard)
Gen Pop = 47%
Couple Adventurer = 47%
Fun loving Families = 41%
Q28. Were you inspired by or started to think about taking this trip because of something you saw, read or heard ….
Base: Took a long trip in Ontario within the last year (Gen Pop) n=96; (Couple Adventurers) n=66; (Fun Loving Families) n=76
48Type of Communications
Detroit: for residents of Detroit the offer is the more important component of
communications. Because this market is well versed in what Ontario has to offer as
a travel destination, the main aim of a communications campaign will be bringing
Ontario top of mind and providing them with a hook to become interested in visiting
again. Demonstrating to residents of Detroit what else they can do in Ontario will
also be important since most have already visited several of the popular spots and
attractions.
“The offer is important because it can show “I haven’t seen an ad for Ontario for a long
me why to come visit again. Is there a new while. Whenever we travel there we enjoy it,
show playing, is there a good deal?” –Detroit we just need to be reminded.” –Detroit
NYC & Montreal: a visually engaging campaign which focuses on demonstrating the
unique offering of Ontario as a travel destination will be most lucrative with these
markets. Because awareness of Ontario travel is quite low, education will be the first
step. The Newfoundland & Labrador tourism ads were often cited as a successful
example. These ads clearly show the experience that a tourists can enjoy when
visiting and effectively conjure up positive emotions of the destination.
“The ads need to be really visual, show me “Those Newfoundland ads do a great job. We
everything about Ontario because I don’t visited after seeing them. It looks like a
know anything.” –NYC different world there and it really evokes
emotion.” –Montreal
49Major Findings Does tagging OTMPC advertising with a travel offer improve the call to action?
Ability of the Offer to Motivate and Appropriateness -
Including the Offer or Excluding the Offer
A significantly higher proportion of each segment strongly or somewhat agree that the
advertisement with the ‘3RD Night Free” offer makes them want to go to Ontariotravel.net for ideas or
special offers than the advertisement with no offer. There is no concern that a television ad (such as
the one tested) is inappropriate to convey either offer message.
Ad 1 (No Tag) Ad 2 ($109 Offer) Ad 3 (3rd Night Free)
% Strongly/ Somewhat
Fun Fun Fun
Agree Gen Couple Gen Couple Gen Couple
Loving Loving Loving
Pop Adventurers Pop Adventurers Pop Adventurers
Families Families Families
...is an appropriate
medium to convey this 92% 96% 93% 94% 98% 92% 94% 98% 94%
sort of a message
...makes me want to
explore more of Ontario 85% 81% 88% 84% 86% 86% 87% 82% 91%
some day
...makes me want to go to
Ontariotravel.net to get 75% 70% 77% 78% 82% 81% 84% 80% 90%
travel ideas
...makes me want to go to
Ontariotravel.net to look 70% 63% 76% 76% 82% 81% 83% 77% 90%
for special offers
...makes me think about a
taking a trip in Ontario 69% 68% 75% 73% 73% 73% 76% 74% 81%
soon
Q43.Q46 To what extent do you agree or disagree with each of the following statements about the TV ad that you just saw? The
television advertising..Base: Saw No Tag and Ad 3 and could see and hear both ads (Gen Pop) n=175; (Couple) n=130; (Families) n=139
Base: Saw No Tag and Ad 2 and could see and hear both ads (Gen Pop) n=312; (Couple Adventurers) n=249; (Fun Loving Families)
n=286 51Executive Summary
59Executive Summary
– Motivators of Consumer Travel Purchase
Individual motivators for purchase are as varied as they are complex, however the most
important driver of purchase is price and value.
The importance of value came through both in the focus groups and in the consumer
survey. For the general population and fun loving families this mean a low price,
whereas for couple adventurers this means getting good value for the money
regardless of the amount.
The qualitative sessions in Ontario markets also suggeted that the current economic
climate has influenced even those who are not feeling the ‘pinch’ to be more value and
price conscious than before.
This is not to say that the experience and quality are no longer important or relevant,
they very much are – especially for Couple Adventurers and Fun Loving Families with
more disposable incomes – it just appears people are more tuned into the deal than
before.
In fact, 42% of general travelers took advantage of a special offer when they booked
their most recent short trip within Ontario (47% among Couple Adventurers and 56%
among Fun Loving Families).
While a travel offer appears to be more effective in motivating those who are already
considering a trip, past experience of consumers suggests that a special offer can be
the motivation or inspiration for up to one third of consumers to take a short trip within
Ontario that they may otherwise not.
60Executive Summary
– Motivators of Consumer Travel Purchase (continued)
Short 1-3 night, easy travel trips focused on rest and relaxation are the most attractive to the
greatest number of Ontario travelers. Very few travelers are thinking about Ontario as a destination
for a longer trip (4+ nights). The industry also acknowledges that these are the most attractive
components to their target consumer.
Couple adventurers would be receptive to offers for travel during the week, whereas fun loving
families are more interested in travelling over a weekend. There is an opportunity for all-inclusive
packages in Ontario, but it is limited to the fun loving families segment.
The perception among the Ontario travel industry is that their target customer is more interested in
re-visiting the destinations/hotels that they like rather than try new destinations/hotels. This does
not match up with the consumer point of view. Consumers indicate much more interest in visiting
new places they have never been before when considering a trip than re-visiting the same place.
When it comes to designing an appealing travel package - price is the most important element,
while the meals element is the least. Price is nearly 50% or 1.5 times more important to likelihood
to purchase than the number of nights or the features and 3 times more important than
meals.Among fun loving families, price is even more important – 66% or 1.66 times more important
than number of nights or features.
For couple adventurers the features (e.g. attractions/events) are as important as the price.
The features of a package (e.g. attractions/events) are more valued by older travelers. In fact,
features tend to become more important to decision-making as travelers age. The other elements
do not vary much with age.
61Executive Summary
– Motivators of Consumer Travel Purchase (continued)
The optimal Ontario travel package
Not surprisingly, the package that represents the best value for money is the one
consumers are most likely to buy ($199 for 3 nights + breakfast and dinner + couples
attractions) – two in ten of each segment would buy this offer if it was available.
As price increases (e.g. $299 versus $199) interest declines.
Interestingly, because couple attractions are so highly valued by couple adventurers the
couple attraction feature comes up as part of the optimal packages for the general
population and all segments overall.
Most popular package ideas among all Ontario segments
FEATURE % Would % Would NOT
PRICE MEALS NIGHTS ATTRACTION BUY BUY
$199.00 Break & Dinner 3 Nights Couples Attraction 18% 82%
$199.00 Break & Dinner 2 Nights Couples Attraction 16% 84%
62Executive Summary
– Marketing Travel Offers to Consumers
While not all offers are motivating to a large number of travelers, there are a few that
are.
Generally speaking, travelers are more likely to be motivated in the summer than winter
and more likely for a short trip than a longer one, but the gaps are not large enough to
suggest that offers are of limited value over the winter season or for advertising longer
stays.
Fun loving families are more likely to be motivated than couple adventurers. The most
effective offers will motivate up to 50% of fun loving families to go to the
Ontariotravel.net website and up to 40% of the general traveling public and couple
adventurers.
Regardless of the season (summer or winter), the “buy one night, get the 2nd night
free” offer is most likely to drive travelers to Ontariotravel.net (64% of fun loving families
would be motivated by this offer). It is the most effective among each of the three
segments. However, the research with industry indicated that this offer was not feasible.
The next most popular offer is “buy 2 nights, get the third night free which is likely to
motivate 50% of fun loving families, 42% of general travelers and 41% of Couple
Adventurers to go to the ontariotravel.net website. The appeal of this offer is supported
by both the qualitative groups and the consumer survey.
63Executive Summary
– Marketing Travel Offers to Consumers
Naturally, the offers that the greatest share of industry reps are likely to buy into are the
offers that tend to be more broad such as “over 1200 in attraction coupons” and all-
inclusive ‘staycations”, “book before…10% off” and “Ontario Travel Packages From
$109”.
However, only a few of these have relatively strong appeal.
Taking into consideration both the likelihood of industry to buy and overall appeal to
consumers the offers that OTMPC should most likely consider are:
“Buy two nights get third night free” (30% of industry would be very or somewhat
likely to buy-into this offer during the summer)
“Ontario Travel Packages from $109 or $149..” (38% of industry would be likely buy
in).
Although the latter offer should include additional clarity on what this offer would
include since some participants in the focus groups found the offer as it is too
ambiguous and generated significant skepticism to the point where some would
question the credibility of both the offer and any advertising for it. Participants also
felt ‘from’ likely meant the price displayed was the basic or lowest-grade option
which seemed to devalue the offer.
When targetting fun loving families “kids stay free” is also compelling (28% of industry
would be likely to buy in).
64Executive Summary
- Types of offers likely to motivate interest in future Ontario Travel
If we eliminate “Buy one night, get the second night free” because of the difficulty with
feasibility, alternative options would include:
Short Trips (1-3 nights) – Summer
Ontario Travel packages from $109 (#2 preferred by gen pop and #3 fun loving families)
Buy two nights, get the third night free (#3 preferred by gen pop, #4 fun loving families and #2
preferred by couple adventurers
Kids Stay Free (#2 preferred fun loving families)
Short Trips (1-3 nights) – Winter
Ontario Travel packages from $109 (#2 preferred by gen pop)
Buy two nights, get the third night free (#3 preferred by gen pop, #3 preferred by fun loving
families and #2 preferred by couple adventurers)
All inclusive stay-cations (#3 tied preferred by fun loving families)
Kids Stay Free (#2 preferred fun loving families)
Longer Trips (4+ nights) – All Season
All inclusive stay-cations (#2 preferred by fun loving families, #3 gen pop, #3 couples)
Kids Stay Free (#1 preferred fun loving families)
20% off accommodation (#1 preferred by couple adventurers)
65Executivey Summary
– Marketing Travel Offers to Foreign Visitors
Ontario is not a top of mind travel destination outside of Ontario
Consumers in NYC and Montreal are looking to better understand what Ontario’s unique
offering is as a travel destination. They need more information on what Ontario has to
offer before they can be enticed to take a trip there. Detroit consumers are more familiar
with Ontario, so a compaign there would be more focused on reminding them about
Ontario and telling them “what’s new”.
Key barriers in these markets: Detroit & NYC: unfavourable exchange rate, difficulty
crossing the border, high gas prices and Montreal: missing a distinct away-from-home
feeling
A 3 – 4 day get-a-way package is appeal to Montreal and U.S. consumers
Predominantly urban focused.
Detroit consumers apt to drive or take he train, while those from NYC and Montreal were
more partial to flying. Luxury hotel as well as breakfast would be be effective in a
package.
Participants from NYC & Montreal were especially interested in having tickets to an
attraction included as this would provide an easy way to explore a relatively unknown
destination
Niagara on the Lake, Stratford, Ottawa and Muskoka were also areas that participants
were interested in exploring, preferably with accommodations and one attraction included
in the package
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