10. Larger competitive set
1950 World 1970 World 1990 World 2010 World
RANK
Share Share Share Share
1 USA Italy France France
2 Canada Canada USA USA
3 Italy France Spain Spain
4 France Spain Italy China
5 Switzerland USA Hungary Italy
6 Ireland Austria Austria UK
7 Austria Germany UK Turkey
8 Spain 97% Switzerland 75% Mexico 67% Germany 56%
9 Germany Yugoslavia Germany Malaysia
10 UK UK Canada Mexico
11 Norway Hungary Switzerland Austria
12 Argentina Czech Greece Ukraine
13 Mexico Belgium Portugal Russia
14 Netherlands Bulgaria Malaysia Hong Kong
15 Denmark Romania Croatia Canada
Other 3% 25% 33% 44%
Total 25 million 166 million 703 million 935 million
Source: UNWTO
20. THE PATH TO PURCHASE IS NO
LONGER LINEAR AND REDUCTIVE
20
21. AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
TOURISM’S MODEL: OLD THEORY
22. . ON CONSIDERATION LIST
3
4. CREATING A
2. ON DREAM LIST VACATION MOVIE
5. DETAILED
ITINERARY
1. AWARE CONSIDERATION EVALUATION PLANNING
ADVOCACY PURCHASE 6. FINALIZING
TRAVEL
ARRANGEMENT
. ADVOCACY
9
7. BOOKING A TRIP
8 . EXPLORING
CANADA
FOUR KEY STAGES
23. 3. ON CONSIDERATION LIST
4. CREATING A
VACATION MOVIE
2. ON DREAM LIST
5. DETAILED
ITINERARY
PLANNING
1. AWARE
6. FINALIZING
TRAVEL
ARRANGEMENT
9. ADVOCACY
7. BOOKING A TRIP
8. EXPLORING
CANADA
THE ADVOCACY LOOP
24. 3. ON CONSIDERATION LIST
4. CREATING A
2. ON DREAM LIST VACATION MOVIE
5. DETAILED
ITINERARY
1. AWARE CONSIDERATION EVALUATION PLANNING
ADVOCACY PURCHASE 6. FINALIZING
TRAVEL
ARRANGEMENT
. ADVOCACY
9
7. BOOKING A TRIP
.
8 EXPLORING
CANADA
FOUR KEY STAGES—Experience
Global tourism arrivals have been growing exponentially, but Canada’s share of those arrivals hasn’t kept pace – our competitors are eating our share.
You can see this fact illustrated here showing that in 1950, the tourist arrivals for the top 15 destination accounted for 97% - in 2009 they accounted for 56%; Many new trendy destinations such as Turkey, China, Malaysia & Russia to name a few, are now part this tourism big league; Countries like France, the UK, Germany, Italy, Spain benefit from a large surrounding population base that stimulates a fairly large pool of short-haul travellers;
Let’s shift gears now to how these trends are impacting Canada as a destination – a challenge that trickles down to have impacts on everyone in this room. We saw early on in the presentation that intensified competition has resulted in Canada’s ranking in terms of arrivals declining to 15 th place. This decline has come over a period when branding had become more important to maintain competitiveness. Also during this same period travellers’ desires & expectations changed. Travellers have shifted from wanting to passively “look & see” to wanting unique, sensory-engaging experiences that enrich their lives & leave them with unforgettable memories. Unfortunately, as this tourism landscape changed, the marketing approach taken by Canada’s tourism industry did not. And, in many cases, it still hasn’t. Canada’s brand had become tired & outdated. The world had come to know us for our moose, mountains & mounties, and as a destination full of empty landscapes. The CTC’s research showed that Canada was perceived as an “unexciting destination where there are relatively few things to do” and that although Canada was viewed positively as a destination, potential visitors were “unsure whether Canada would be a rewarding and interesting vacation beyond the ‘sights’, landscapes, beauty and the vast nature”.
Country brand important because 58% of a LH travellers to Canada cited the country brand as an influence in their decision to choose Canada. (‘ when you were choosing the destination, what were the factors considered? Eg. country )
We’re working to inspire the world to explore Canada. To do that, we need everyone involved in the tourism industry to work together, which is why we’ve made it our mission to harness Canada’s collective voice so that together, we increase the flow of foreign tourist dollars into the businesses and communities that make up this industry. We compete in the global marketplace by developing and managing Canada’s tourism brand – Canada Keep Exploring.
But we face significant challenges in achieving this goal from global trends and changing market demands that are reshaping the competitive landscape.
Which means we have a challenge to convert this positive awareness into conversion.
Re very quickly recap – he spoke to the fact that the path to purchase is no longer linear and reductive.
As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase. It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase. It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
The Canadian Tourism Commission is building a collection of travel ‘experiences’ that will show the world what Canada’s tourism brand is all about and that will help our marketing, media & sales teams to position these experiences in front of Canada’s best prospective travellers. We’re calling it the Signature Experiences Collection and tourism businesses are being invited to apply to become part of this collection. The Signature Experiences Collection initiative is a program designed to identify & market the types of experiences that will best resonate with our target consumers – experiences that are unique, differentiated, immersive, engaging & leave travellers with lasting, personal memories of their trip to Canada. The next intake starts Nov. 15 th and we welcome you to review the criteria and apply.
As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase. It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
Despite this larger competitive set, Canada still ranks at the top of the recommendation list for travellers.
And once they live a Canadian experience, we hope they’ll go on to rave and recommend it to their family, friends, coworkers…..and people they just meet! The collection is good for all tourism businesses because these Signature Experiences will help CTC campaigns draw more attention from its target customers, which will increase the number of international visitors likely to book a trip anywhere in Canada.
The internet, and in particular social media, has put power into the hands of consumers resulting in travellers having higher expectations for a reasonable price.
As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase. It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
