Familytravel

Family Travel Marketing Committee May 18, 2005: 

Family Travel Marketing Committee May 18, 2005

Agenda: 

Agenda Research Family Togethering Family travel sales promotions in the marketplace Best Practices – high-end Discussion – at any time

Applicable Research: 

Applicable Research Alberta Study of West Coast US Markets April, 2004 Alberta Economic Development (AED) Travel benefits segments Travel Activities andamp; Motivation Survey (TAMS) 1999/2000 Co-op of Canadian tourism ministries Huge survey - Canadians and Americans. 2003 Patterns of Visitors Use Study Review of importance and satisfaction matrix Alberta Resident Interest and Motivation Study segmentation Yesawich, Pepperdine, Brown and Russell (YPBandamp;R) The New Normal: 2003 National Leisure Travel Monitor Family Togethering trend

Alberta Study of West Coast US Markets : 

Alberta Study of West Coast US Markets

Alberta West Coast US Study: 

Alberta West Coast US Study Target Three West Coast U.S. states: Washington, Oregon, and California 1/4 of all international visitors to Alberta (1/5 total expenditure) Objectives of study Understand travel patterns Explore attitudes toward future travel Explore the image of Alberta Segment market based on shared patterns of travel benefits desired and travel behaviour (ie family) To provide a demographic and psychographic profile of the target market.

Alberta West Coast US Study: 

Alberta West Coast US Study Davidson-Peterson Associates: Greenfield Online Panel Massive panel of more than 1.5 million members across the U.S. Survey, seven DMAs 1,370 interviews 03/12/2004 – 03/24/2004

Alberta West Coast US Study: 

Alberta West Coast US Study Travel Benefit Segments A travel-benefit segmentation Clusters based on the benefits they look for Yielded six clusters who want to receive very different benefits when they travel.

Alberta West Coast US Study: 

Alberta West Coast US Study Urbane Self Indulgent Travelers (14%) relax, pampering – no interest in nature, outdoors, cultures Travel Enthusiasts (12%) learn about other cultures, exploring other countries, Outdoor Adventurers (15%) active outdoors, relax by challenging their physical abilities Family Oriented Travelers (23%) vacation energies on entertaining and educating their children. reconnect and create family memories. share experiences with their children Reluctant Travelers (20%) travel because they have to - stay in the U.S.

Alberta West Coast US Study: 

Alberta West Coast US Study Family Oriented Travelers (FOT) (23%) Who are they? FOT, of course, are distinguished by the fact that they have CHILDREN. more likely women more likely to be from Seattle or Portland and less likely to be from San Francisco.

Alberta West Coast US Study: 

Alberta West Coast US Study Not surprisingly, FOT agree that Family is the most important thing to me today. Less likely to be innovators Plan trips carefully In other ways, FOT are quite similar to the typical travelers from West Coast cities.

Alberta West Coast US Study: 

Alberta West Coast US Study What do they want from travel? FOT - focus their travel on their children Entertaining things to see and do Teaching broadening their horizons Reconnecting or bonding with children/other family members Creating family memories Otherwise - similar to those of typical travelers from West Coast markets. Seeing sights, different things to see and do Challenging abilities in sports, recreation, and adventures

Alberta West Coast US Study: 

Alberta West Coast US Study What do they think of Alberta? FOT parallel all travelers in their interest in visiting Alberta 19% positive toward an Alberta trip. The views expressed of Alberta’s qualities - place to engage in a number of activities - similar to the typical views of West Coast travelers. In no instance does the proportion describing Alberta as a better than average place to engage in an activity differ from the total by more than six points.

Slide13: 

Travel Activities andamp; Motivation Survey (TAMS)

TAMS Lifestyle Survey: 

TAMS Lifestyle Survey 1999/2000 Co-op of Canadian tourism ministries Atlantic Tourism Partnership, Canadian Tourism Commission, Department of Canadian Heritage, Greater Toronto Hotel Association, Manitoba Ministry of Industry, Trade and Tourism, Northern Ontario Heritage Fund, Ontario Casino Corporation, Ontario Ministry of Agriculture, Food and Rural Affairs, Ontario Ministry of Tourism, Culture and Recreation, Ontario Tourism Marketing Partnership, Parks Canada, Saskatchewan Tourism Authority, Tourism B.C., Tourism Toronto, Yukon Government Department of Tourism Largest survey of its kind to date (7,500 tel interviews) travel activities and motivators Canadians and Americans

TAMS: Incidence of Lifecycle MarketsTook a Trip/Plans in the Last/Next Two Years : 

TAMS: Incidence of Lifecycle Markets Took a Trip/Plans in the Last/Next Two Years In terms of the travel market (i.e., those who took at least one trip during the past two years), the Family Market (33 percent) and the Mature Market (32 percent) each accounted for about one-third. The Youth market represented one-fifth (20 percent) of the travel market, while the Seniors Market was the smallest, accounting for one-seventh (15 percent) of the total travel market. Youth Market Population: 32,881,000 Unweighted Sample Size = 2,379 Mature Market Population: 52,505,000 Unweighted Sample Size = 3,799 Seniors Market Population: 23,732,000 Unweighted Sample Size = 1,716 Family Market Population: 54,203,000 Unweighted Sample Size = 3,929

TAMS: Lifecycle Markets Incidence in CanadaFamily Market: By Province: 

Average TAMS: Lifecycle Markets Incidence in Canada Family Market: By Province Size of the Family Market varied - more commonly found in Newfoundland, New Brunswick, Manitoba and Alberta Province of Residence Small Sample Warning for P.E.I. n=11

TAMS: Lifecycle Markets Incidence in USFamily Market: By U.S. Region: 

TAMS: Lifecycle Markets Incidence in US Family Market: By U.S. Region The Family Market comprised close to 1/3 of the market in most regions of the US - lower in East South Central, higher in West and East North Central Region of Residence Maine, Connecticut, Massachusetts, Rhode Island, Vermont Wisconsin, Illinois, Michigan, Ohio, Indiana New Mexico, Arizona, Utah, Colorado, Nevada, Idaho, Wyoming, Montana Alabama, Mississippi, Tennessee, Kentucky California, Hawaii, Oregon, Washington, Alaska Pennsylvania, New York, New Jersey Florida, Georgia, North Carolina, South Carolina Texas, Oklahoma, Arkansas, Louisiana Kansas, Nebraska, South Dakota, Missouri, Iowa, Minnesota

TAMS: Lifecycle Markets: Family Market Canada: By Demographics: 

TAMS: Lifecycle Markets: Family Market Canada: By Demographics In Canada, similar proportions of men and women belonged to the Family Market - market was over-represented in the higher education and household income categories – above average income reflects presence of two-incomes

TAMS: Lifecycle Markets: Family Market United States: By Demographics: 

TAMS: Lifecycle Markets: Family Market United States: By Demographics More women than men were in the American Family Market – fewer advanced degrees, but the incidence of the Family Market increased markedly with household income – above average income reflects the presence of two-income households.

TAMS: Family Market Percent of Americans Taking O/N to Provinces : 

TAMS: Family Market Percent of Americans Taking O/N to Provinces Destination Province Quebec, Ontario, Manitoba, and Newfoundland and Labrador were the key destinations for the American Family Market visiting Canada in the past two years.

TAMS: Family MarketIntentions to Travel Within/To Canada Next Two Years: 

TAMS: Family Market Intentions to Travel Within/To Canada Next Two Years Canada Family Market represents an opportunity for some growth. US Family Market, however, were less likely than average American travellers to express intentions to visit Canada during the next two years. Canada United States

TAMS: Family Market: General Vacation Experiences Sought : 

TAMS: Family Market: General Vacation Experiences Sought Family Market was more likely than other travellers to pursue vacation experiences offering opportunities for relaxation and romance. This suggests that the Family Market is more likely to use their vacation time to recuperate and spend quality time with family.

TAMS: Family Market: Outdoor Activities Sought: 

TAMS: Family Market: Outdoor Activities Sought Family Market was more likely than others to include swimming and sunbathing, team sports, and fishing, hunting, skating, and canoeing, kayaking or hiking

TAMS:Family Market: Culture and Entertainment Activities Sought: 

TAMS:Family Market: Culture and Entertainment Activities Sought The cultural and entertainment activities in Family Market vacations tended to involve child-oriented attractions - zoos, aquariums and planetariums and theme parks while on vacation.

TAMS: Family Market: Accommodation-Related Activities Sought: 

TAMS: Family Market: Accommodation-Related Activities Sought The Family Market was not distinctive in its accommodation-related vacation activities. However, it was slightly more likely than average to include camping among vacation activities.

TAMS: Family Market:Percent Taking Various Types of Overnight Business: 

TAMS: Family Market: Percent Taking Various Types of Overnight Business Family Market were more likely to travel for business during the past two years - reflects the fact that most currently employed, higher household incomes

Tams: Family MarketComposition of Travel Party for Brief and Long Trips In Last Two: 

Tams: Family Market Composition of Travel Party for Brief and Long Trips In Last Two Family Market was much more likely to travel with children. Respondents were also slightly more likely to have travelled with other members of their family or other relatives

Tams: Family Market Information Sources Used to Plan Brief and Longer Trips: 

Tams: Family Market Information Sources Used to Plan Brief and Longer Trips Family Market were more likely to use the Internet as a source of information for brief trips (1-3 days’), and use travel agents for planning longer trips. Beyond this, information sources matched the overall travel market.

TAMS: Family Market: How Often Travel Packages Used for Brief Trips: 

TAMS: Family Market: How Often Travel Packages Used for Brief Trips Brief Vacations Family Market less likely to have always or sometimes used travel packages. This partially reflects camping with their children which does not require a travel package. Longer Vacations

TAMS: Family Market Media Index for Print Media: Canada/US.Percent Reading Each Publication : 

TAMS: Family Market Media Index for Print Media: Canada/US. Percent Reading Each Publication Family Market is best reached through popular publications rather than through specialised travel publications. Family Market readership was slightly above-average for sports magazines, and fashion and homemaking magazines.

TAMS Family Market: Media Index for TV: Canada/US.Percent Watching Each Type of Programme in Segment: 

TAMS Family Market: Media Index for TV: Canada/US. Percent Watching Each Type of Programme in Segment Family Market were typically average viewers of most types of television programming. The only exceptions involved slightly above-average viewership of instructional or hobby shows, and evening situation comedies.

TAMS Family MarketPercent Using Internet and Booking at Least One Trip: 

TAMS Family Market Percent Using Internet and Booking at Least One Trip Family Market above average use of Internet as information, but no more likely than average travellers to use for booking Uses Internet For Research (Any Topic) Booked Trip Using Internet (Last Two Years)

TAMS Family Market Vacation Image of Canada: 

TAMS Family Market Vacation Image of Canada Hybrid Destination Destination Offers Culture Entertainment Canadian Family Market - Canada rich for culture and entertainment, average for nature and outdoor. The American Family Market did NOT have a strong impression of Canada on either dimension. Family Market Canadian Mature Market Canadian Youth Market Canadian Seniors Market Canadian Mature Market American Family Market American Seniors Market American Youth Market American Destination Offers Nature and Outdoor Activities

TAMS Family Market Interest in New Tourism Products : 

TAMS Family Market Interest in New Tourism Products What would make them 'a lot more interested' in taking a trip

Key Findings TAM Lifecycle Markets : 

Key Findings TAM Lifecycle Markets 1. 1/3 of total travel market (Canada/US) 2. Above-average incidence of well-educated, higher income households and was the most affluent of the four Lifecycle Markets Youth, Family, Mature, Senior) 3 Less likely to travel internationally - tend to shorter-haul destinations. a. Canada Family Market represents an important domestic travel market b. American family slightly less likely than the typical American to visit Canada 4. Vacation reflected desire for recuperative experiences (sunbathing, fishing, etc) 5 Above-average participation in sports and visits to child-oriented attractions (e.g., zoos, aquariums, planetariums, theme and amusement parks). 6 Less likely than the average to have taken day o/n tours during the past two years.

2003 Parks Canada Visitor Use Study: 

2003 Parks Canada Visitor Use Study Our Experience - are we delivering to families?

Alberta Resident Interest and Motivation Study: 

Alberta Resident Interest and Motivation Study

Introducing the segments…: 

Introducing the segments…

Digging deeper: Comfort Seekers: 

Digging deeper: Comfort Seekers Segment size: 24% of target population Average annual spending: $3,790 Demographics: 79% are married and 62% have children under 18 in their household (both significantly more than all the other segments) Close to two thirds (63%) are 31 to 50 years old Average income is $83,127 (a quarter (26%) earn more than $100,000 per year) 65% live in Edmonton or Calgary Qx. E2: Preferences; E1: Reasons for trip; D1: Leisure trip attitudes; G6: Annual Income Base: Comfort Seekers (UWN = 392)

What to do? : 

What to do?

Banff Lake Louise Tourism Strategy: 

Banff Lake Louise Tourism Strategy

Banff Lake Louise Tourism Strategy: 

Banff Lake Louise Tourism Strategy Family togethering as one of 7 selected experiential areas Opportunities to cross-pollinate Family Togethering (FT) with ski, cuisine, outdoor adventure (summer/winter), culture/heritage, spa/luxury. (ie Mom, Dad, Bobby, Suzy – ski vacation, Grandpa and grandson ski the Rockies) Yesawich, Pepperdine, Brown and Russell (YPBandamp;R) identified FT trending in the 2003 National US Leisure Travel Monitor FT picked up speed in US due to major milestone global events over the last few years

Banff Lake Louise Tourism Strategy: 

Banff Lake Louise Tourism Strategy YPBandamp;R– identified that consumers were migrating to the whole notion of 'recharging' – paying attention to what they perceived IS REALLY important in life 'Family Centric' – renewed dedication to family Research indicated that family travel will most likely lead in several areas: As potential repeat visitor they demand more than price – they want recognition, customization, and service The want to be treated special – think Disney.

Banff Lake Louise Tourism Strategy: 

Banff Lake Louise Tourism Strategy Customization Appears to be huge potential to customize family travel experience – the trick being to save them time and energy during information gathering, shopping, and during experience They are totally wired – try living in a house with a kid older than 7 without high-speed access. Opportunity on the internet – with consumers in all segments willing to pay up to 20% more for customize offering an personalization – excellent target for brand loyalty (BLLT – in-province e-marketing to Albertan’s)

The Marketplace : 

The Marketplace Globus/Cosmos – BLLT Trade Alliance Partner We are focusing on Monogram fly/drive – but interesting to note next year they are launching a whole program dedicated to experiential family travel featuring US national park. Tauck Bridges Tauck Bridges - Montana: Big Sky Adventure Canada Cool bookletTravel Canada via the Canada Cool Map of Canada. Discover cool tourist sites, fasinating facts, and hundreds of reasons why Canada is Cool. Created by travel journalist Lucy Izon Toyota Get Going programGet Going Canada, and Drive The World's Greatest Country!

Best Practices: 

Best Practices Travel and Leisure 2004– Best 20 Tour Operators in the World Number 3 – Big Five Tours and ExpeditionsBig Five Number 4 – Butterfield and RobinsonButterfield andamp; Robinson - With the Kids - Biking andamp; Walking trips for the whole family Number 10 – Smithsonian AdventuresAmazon Family Adventure Number 16 – Canadian Mountain HolidaysCanadian Mountain Holidays | News - Press Room

Banff Lake Louise Tourism Strategy: 

Banff Lake Louise Tourism Strategy Possible Discussion Customization opportunities New experiential ideas Grand trips – grand parent taking grand children on trip - according to YPB – opportunity area for growth – however specific communications to family is critical