The Canadian Signature Experiences Collection

Transcript

1. The Canadian Signature Experiences Collection LOCAL  OPPORTUNITIES,  GLOBAL  MARKETS     Greg  Klassen,  Senior  Vice  President,  Marke6ng  Strategy  &  Communica6ons  
2. Competing for the International Culinary Traveller—Why Niagara is Important to Canada?
3. Intensified  Compe66on  
4. UNWTO! 2011 Global Ranking! ! 1! France! ! ! ! ! ! ! ! ! 56%! 2! US! 3! China! 4! Spain! 5! Italy! 6! Turkey! 7! UK! 8! Germany! 9! Malaysia! 10! Mexico! 11! Austria! 12! Russia! 13! Hong Kong! 14! Ukraine! 15! Thailand! Other! 44%! ! Total! 983 million! ! Canada 2011- 18th place! UNWTO! 1990 Global Ranking! ! 1! France! ! ! ! ! ! ! ! ! 67%! 2! US! 3! Spain ! 4! Italy! 5! Hungary! 6! Austria! 7! UK! 8! Mexico ! 9! Germany! 10! Canada! 11! Switzerland! 12! Greece! 13! Portugal! 14! Malaysia! 15! Croatia! Other! 33%! ! Total! 703 million! ! UNWTO!1950 Global Ranking! 1! US! ! ! ! ! ! ! ! ! 97%! 2! Canada! 3! Italy! 4! France! 5! Switzerland! 6! Ireland! 7! Austria! 8! Spain ! 9! Germany! 10! UK! 11! Norway! 12! Argentina! 13! Mexico ! 14! Netherlands! 15! Denmark! Other! 3%! ! Total! 25 million! ! Larger  compe66ve  set  
5. Tourism  is  growing….but  we’re  not   geGng  our  share   50   100   150   200   250   300   350   1990   1995   2000   2005   2010   2015   2020   Index  Year  1990  =  100   Interna?onal  Tourist  Arrivals  Received   Index  Year  1990  =  100   Source:    UNWTO,  2011;  Sta?s?cs  Canada,  2012     World   Canada  
6. 60   80   100   120   140   160   180   200   220   2000   2002   2004   2006   2008   2010   2012   Overnight  Arrivals   Index  100  =  2000   Canada   World   United  States   Selected   Emerging   Des6na6ons  *   Compe&&ve  Landscape:     CTC  Overseas  Markets     Trendy  Des6na6ons     Source:    Tourism  Decision  Metrics   *  Emerging  des6na6ons  include  Brazil,  India,  China,  Turkey,  Southeast  Asia     Marke?ng  focused  on  high  yield  customers     The  compe??ve  landscape  is  such  that  Canada  cannot  gain  through  mass     tourism  
7. FUTURE BRAND COUNTRY BRAND INDEX 2012-2013!
8. “A strong country reputation builds stakeholder support, making Canada a country people will recommend as a place to visit, invest in, live in and work in.” ! – Nicolas Trad, Managing Partner, Reputation Institute! MOST RECOMMENDED DESTINATION TO VISIT!
9. FutureBrand     Country  Brand     Index  2012-­‐2013   TOURISM! HERITAGE & CULTURE! CBI DIMENSIONS! Canada climbed 7 places in tourism dimension ! Canada climbed 15 places in heritage & culture!
10. Canada  improved  its  rank  significantly  among  key   a_ributes  for  TOURISM   2012 KEY TOURISM ATTRIBUTES! VALUE FOR MONEY! 4th     ↑  from  17th  in  2011   ATTRACTIONS! 6th     ↑  from  16th  in   2011   NIGHTLIFE! 12th     ↑  from  17th  in   2011   RESORT & LODGING OPTIONS! 10th     ↑  from  14th  in   2011   SHOPPING! 12th     ↑  from  15th  in  2011   FOOD! 11th     ↑  from  30th  in   2011  
11. Canada  improved  its  rank  significantly  among  key   a_ributes  for  HERITAGE  &  CULTURE   2012 KEY HERITAGE & CULTURE ATTRIBUTES! ART & CULTURE! 15th     ↑  from  29th     AUTHENTICITY! 12th     ↑  from  34th     NATURAL BEAUTY! 6th     ↑  from  15th    
12. NO. 18 PLACE VISITED Source:  UN  World  Tourism  Barometer  
13. Path  to  Purchase  2009   100%   83%   44%   1%   2%   5%   20%   Step  1:   Aware   Step  2:   Dream   Step  3:   Consider   Step  4:   Movie   Step  5:   I6nerary   Step  6:   Arrange   Step  7:   Purchase   Long  Haul  Pleasure  Travellers  (%)   Core  Mkts   Travellers aren’t sure what they would do here….
14. Our  target  travellers  want  great  culinary  &   cultural  experiences  but  think  Canada  lacks  them  
15. TO CONVERSION CULINARY CAN CONTRIBUTE TO MOVING TRAVELLERS FROM AWARENESS
16. Who is the Culinary Traveller?
17. A Culinary Destination’s Best Targets
20.                                                                             Culinary  ac?vi?es  are  of  high  interest  &  appeal   Free  Spirits   Cultural  Explorers   1.  Dining at restaurants 71% w/ local ingredients 2.  Shopping for 63% gourmet foods in stores 3.  Food related tours 63% 4.  Attending farmer’s 59% markets 5.  Food/drink festivals 53% 6.  Wineries for day visits 57% 7.  Staying at a country 54% inn or resort with a gourmet restaurant 8.  Dining at high end 54% restaurants w/ int’l reputation 1.  Dining at restaurants 78% w/ local ingredients 2.  Attending farmer’s 70% markets 3.  Food related tours 64% 4.  Food/drink festivals 53% 5.  Wineries for day visits 61% 6.  Staying at a bed & 66% breakfast 7.  Farm stays 51% 8.  Agri-touring 42% Red  indicates   significantly   higher  appeal   rela6ve  to  other   EQ  types  
21.                                             Appealing  to  the  culinary  traveller   •  Love  to  show  off   •  Enjoy  pampering  &  luxury   •  Want  to  share  experiences  with   friends  &  like-­‐minded  people   •  Need  to  check  off  all  the  top  sights   •  Want  to  sample  culture  but  no  deep   dive  into  it   Travel     Mo6va6ons   Social  Values   •  Brands  are  important  to  them   •  Joy  of  consump6on   •  Penchant  for  risk   •  A_rac6on  for  crowds   •  Enjoy  fashion  &  trends   •  Have  confidence  in  small  business   •  Thrive  on  cultural  immersion   •  Need  unstructured  travel   •  Enjoy  nature  &  natural  environments   •  Do  not  need  luxury   •  Don’t  feel  pressured  to  see  all  the   top  sights  but  would  rather  spend   6me  learning  about  the  des6na6on   •  Importance  of  spontaneity   •  Social  in6macy  with  people   •  Enjoy  mul6culturalism   •  Like  sampling  new  cultures   •  Are  not  into  buying  on  impulse,  luxury   goods,  brands  –  enjoy  local  arts   Free  Spirits   Cultural  Explorers  
22. Inspira6on  &  Purchase   •  Look  for  recommenda6ons  from  family  and  past   visitors     •  Rely  on  online  retailers  &  NTO/RTO  websites   •  Higher  reliance  on  media  rela6ons  &  unpaid   media     •  Less  likely  to  trust  adver6sing   Cultural   Explorers   •  Highest  likelihood  to  use  online  &  social  sources   for  inspira6on   •  More  responsive  to  TV  &  online  adver6sing   •  Propensity  to  use  online  retailers  &  tour   operators  (e.g.  Expedia)   •  High  likelihood  to  look  to  family  &  friends  for   recommenda6ons   Free   Spirits  
23. Developing culinary experiences
24. Brand  Canada’s  USP   Award  winning  local  cuisine  
25. These travellers want to explore and live a life that’s less ordinary.
26. They  want     to  experience  the   unique  &   extraordinary   AND   make  personal   connec6ons  with   the  des6na6on  &  its   people  
27. WHAT WE LEARNED Great  experiences  connect  travellers  with  the   culture,  people  &  geography  of  your  region  
28. Developing  culinary  experiences:     what’s  commonplace  to  you  is  exo6c  to  a  visitor   Video  #4  
29. Experiences  create  differen6a6on,  emo6onal   engagement  and  drive  yield   Market  Price   Premium  Price   Greater   Differen6a6on,   Emo6on,  &   Engagement   No  to  Low   Differen6a6on,   Emo6on,  &   Engagement   Compe66ve   Posi6on   Pricing  &   Profits   Experiences Commodities Activities/ Services Make   Deliver   Stage   Goods Increased  Sales   Increased  Sales   Increased  Sales   Low  Volume   High  Yield   High  Volume   Low  Yield  
31. TIPS  FROM  EXPERIENCES  PEI:     Engaging  travellers  in  local  ac6vi6es  with  local  people   Insert  video  #7  
32. Marketing Culinary Experiences: Lessons from the SEC
34. INFRASTRUCTURE  –  the  usual   ACTIVITY  –  minimal  engagement   EXPERIENCE  –  unique  &   captures  emo6on   Use  Impactul  Imagery  
35. A  great  experien6al  photo  goes  a  long  way  to   posi6oning  your  company  &  des6na6on  
37. Infrastructure   Ac6vi6es   Programs   SALES   Crea6ng  Memories   (Operators)   Building  Themes,     Selling  Dreams   (Enablers)   Inspire  Visita6on   Des6na6on   Development   Research   Market   Development   We all have a role to play (c)  Dr.  Nancy  Arsenault  (2013)   ©  Tourism  Café  2013  
38. Key destination shifts From ... To ... Examining how to engage travellers in the community. Understanding travel motivations, attitudes and values Engaging travellers in regional itineraries and tours that are unique to the area, celebrate the history & culture of the community, and meaningfully connect to the local people Non-revenue generating focus on an icon or drive- tourists A list of things to do in the community A focus on the market segment – day-trippers, culinary tourists, etc.
39. Read  More…   www.canada.travel/CSE  
40. That’s  a  wrap!   Ques6ons  or  Comments?  
41. Ontario’s 26 Canadian Signature Experiences •  Unique  Sky  High  Adrenaline  Rush  –  CN  Tower   •  Enter  into  the  world  of  the  19th  Century  Bri6sh   military  –  Fort  Henry   •  Pass  through  the  gates  and  enter  the  world  of  the   fur  trader’s  life  –  Fort  William  Historical  Park   •  Take  your  passion  for  Shakespeare  beyond  the   stage  –  Stratord  Shakespeare  Fes6val   •  Extreme  Canadian  Icewine  Experience:  Inniskillin   Icewine  Tour  and  Tas6ng  –  Inniskillin  Winery   •  View  to  a  Thrill  –  Niagara  Helicopters  Limited   •  Niagara  Falls  up  Close  &  Personal  –  Maid  of  the   Mist  Steamboat  Company  Ltd.   •  Rails,  Trails  and  Ales  –  Northern  Edge  Algonquin   •  Algonquin  Canoe  and  Log  Cabin  Adventures  –   Voyageur  Quest   •  Na6onal  Gallery  Collec6on  –  Canadian  Art  –   Na6onal  Gallery  of  Canada   •  Aboriginal  Voyageur  –  Aboriginal  Experiences   (Turtle  Island  Tourism  Co.)   •  Millionaire’s  Row  Cruise  aboard  the  R.M.S.   Segwun  –  Muskoka  Steamships   •  Exploring  Canada’s  Flavours  in  a  Unique  Culinary   Des6na6on  –  Le  Cordon  Bleu  O_awa   •  A  Look  behind  the  Curtain  –  Shaw  Fes6val  Theatre   •  Journey  behind  the  Falls  –  Niagara  Parks   Commission   •  Lost  Ships  of  the  1000  Islands  Cruise  –  Gananoque   Boat  Line  Ltd.   •  Experience  the  Past,  Enjoy  the  Present  -­‐  Great   Spirit  Circle  Trail   •  Out  of  the  Ice  Age  –  Scenic  Caves  Nature   Adventures   •  The  Wilderness  Mushroom  Foray  Adventure  –   Long  Point  Eco-­‐Adventures   •  Palaces  and  Pallisades  of  the  1000  Islands  –  1000   Islands  Rockport  Boat  Line   •  Winterlude:  A  Capital  Celebra6on  of  Winter  –   Na6onal  Capital  Commission   •  Heli-­‐Dog  Sledding  for  a  Day  –  Winterdance   Dogsled  Tours   •  Calling  the  Wolves  –  Ontario  Parks  –  Algonquin   Provincial  Park   •  The  Culinary  Bounty  of  the  County  –  Huff  Estates   Inn  and  Winery   •  Free  Spirit  Air  Adventures  -­‐  Elmhirst  Resort   (Keene)  Ltd.   •  Glamping  in  the  Canadian  Boreal  Forest  –   WildExodus  Adventures