Consumer Insight Research©TNS 2012 TNS Growth Map 3 Your business issues RTO7 is mandated to grow tourism to the Region. As one of Ontario‘s preeminent all-season outdoor and resort

Consumer Insight Research February 22nd, 2013

RTO 7 – BruceGreySimcoe

©TNS 2012

Background & Overview

©TNS 2012

TNS Growth Map

3

Your business issues

RTO7 is mandated to grow tourism to the Region.

As one of Ontario‘s preeminent all-season outdoor and resort destinations, the Region offers significant growth potential.

Nearby Ontario has been the primary source market and should remain the focus, but longer-term growth opportunity also exists farther afield.

Growth can be stimulated in a variety of ways:

– Giving current core visitors reasons for continuing existing behaviour;

– Articulating a broader, integrated offer that draws on the Region‘s strengths and provides compelling reasons for current non-visitors with aligned interests to consider a trip;

– Innovating, renovating and packaging product while improving quality to optimize growth potential among both current and prospective visitors;

– Identifying traveller segments and geographic markets most likely to yield volume.

©TNS 2012 4

69,093 2 surveys

884 variables

©TNS 2012

Geographic Coverage Of The Research

5

Manitoba Ontario

Minnesota

Wisconsin

Kentucky

Illinois Indiana Ohio

North Carolina

Virginia

West Virginia

Pennsylvania

New York

Vermont New Hampshire

Massachusetts

Rhode Island

New Jersey

Connecticut

Delaware

Maryland

Michigan

Quebec

Washington DC

©TNS 2012

Definition Of Source Markets

6

Ontario Nearby = RTOs 4, 5, 6, 7, 8 and 12 and includes the GTA US Nearby = Key counties in Michigan, Ohio, New York State and Pennsylvania Rest of US = The balance of the US, i.e., excludes Nearby

Awareness, Interest & Visitation

©TNS 2012

21 31

59 56 56 23

21

27 37 38

5 6

3 1 1

21

23

8 4 3

30 19

3 2 2

Recent visitors & will return (Last 2 yr visitors)

Past visitors & will return (Ever visited but not last 2 yrs)

Attriters "Ever visited but no future intention"

Interested Non-Visitors

Non-Visitors who are unfamiliar or have no interest in visiting

Awareness, Interest & Visitation BruceGreySimcoe

NEARBY ONTARIO

%

8

Difference vs. RTO Average

+10

-13

+2

+5

-4

OTHER

ONTARIO %

±0

-7

+6

+6

-5

-4

-1

+8

-1 -2

NEARBY

US %

-2

+5

+3

-5 -1

OTHER

US %

-1

+3

+1

-3 ±0

QUEBEC

%

©TNS 2012

Travellers Residing In…

Percent Of Travellers From Each Source Market

Stating… BruceGreySimcoe

Visited …. Very Interested In Visiting In Next 2

Years Ever In Past Two

Years

ONTARIO - Ontario Nearby - Other Ontario

57 60 53

29 34 22

36 40 31

QUEBEC 16 3 16

KEY U.S. MARKETS - Key New York State - Key Pennsylvania State - Key Ohio State - Key Michigan State

8 14 6 5

12

2 3 2 1 2

11 12 9

10 13

OTHER U.S. 7 3 13

Incidence Of Visitation And Interest By Source Market BruceGreySimcoe

9

%

%

%

%

©TNS 2012

Single Main Activity Stimulating Trip To Region

21%

79%

Visiting Friends and Relatives (VFR)

Other Activities

10

33%

67%

VFR

Other

FROM NEARBY ONTARIO FROM OTHER ONTARIO

©TNS 2012

Total %

Nearby Ontario %

Other Ontario %

VFR (Net) 33 34 46

Visiting a beach 32 32 32

Hiking / climbing 23 23 17

Shopping 22 22 26

Visiting small towns and villages 21 18 23

Dining in fine restaurants 18 20 19

Visiting scenic landmarks 17 19 15

City sightseeing on your own 13 14 16

Boating / sailing 13 9 8

Fishing 12 8 8

Touring by car or RV 12 12 12

Visiting places of historical interest 12 11 9

Camping 11 13 9

Visiting museums or galleries 11 6 5

Visiting national or provincial nature parks 10 13 8

Visiting / staying at a resort 10 11 8

Kayaking or canoeing 10 8 6

Visiting an amusement or theme park 8 5 4

Wildlife / bird watching 8 11 8

Golfing 7 6 6

Snowmobiling 7 1 1

Water activities (e.g., waterskiing, diving, windsurfing) 7 9 5

Visiting night clubs or other places of entertainment 7 7 4

Skiing / snowboarding 6 5 3

Taking a nature or science learning trip 6 4 2

Visiting casinos or other gambling 6 6 8

Any Trip Activities Among Visitors To Region

11

Relatively High

©TNS 2012

Evaluation Of Trip To BruceGreySimcoe – Key Metrics

12

%

%

Satisfaction with Trip

Overall Trip Value

Likelihood to Recommend Destination

Visitors from…

Avg. Score/

10

Avg. Score/

10

Avg. Score/

10

ONTARIO 8.7 (8.7)

8.2 (8.1)

8.2 (7.9)

Ontario Nearby 8.7

(8.6)*

8.2 (8.0)*

8.2 (8.0)*

Other Ontario 8.7 (8.7)

8.4 (8.1)

8.1 (7.9)

©TNS 2012


13

%

%


Overall Trip Value


Visitors from…

Avg. Score/

10

% Rating 9/10

Avg. Score/

10

% Rating 9/10

Avg. Score/

10

% Rating 9/10

ONTARIO 8.7 (8.7)

60% (59%)

8.2 (8.1)

48% (47%)

8.2 (7.9)

54% (49%)

Ontario Nearby 8.7

(8.6)*

58% (57%)*

8.2 (8.0)*

47% (45%)*

8.2 (8.0)*

54% (49%)*


65% (60%)

8.4 (8.1)

52% (47%)

8.1 (7.9)

53% (48%)

©TNS 2012


14

%

%


Overall Trip Value


Visitors from…

Avg. Score/

10

% Rating 9/10

Avg. Score/

10

% Rating 9/10

Avg. Score/

10

% Rating 9/10

ONTARIO 8.7 (8.7)

60% (59%)

8.2 (8.1)

48% (47%)

8.2 (7.9)

54% (49%)

Ontario Nearby 8.7

(8.6)*

58% (57%)*

8.2 (8.0)*

47% (45%)*

8.2 (8.0)*

54% (49%)*


65% (60%)

8.4 (8.1)

52% (47%)

8.1 (7.9)

53% (48%)

* Low Base <15

(Average RTO scores are shown in brackets)

Relatively High

Perceptions

©TNS 2012

BruceGreySimcoe Offer

The offer goes beyond the water and landscape that have defined the Region to incorporate emotional benefits aligned with fun adventure and a welcoming, friendly atmosphere.

The offer is anchored by the following key strengths.

Unique and diverse outdoor experiences

An all-season destination

Getaways

Culinary

The Offer

1. Golf

2. Skiing/ snowboarding

3. Trails

4. Beaches

5. Inland canoeing

6. Big water canoeing/kayaking

7. Cycling/ mountain biking

8. Nature parks

9. Festivals

10.Resorts/ spas

11.Touring towns and villages

12.Wineries

13.Fun parks/ rides/ water parks

14.Casino/ gambling

15.Culinary

BruceGreySimcoe’s Strategic Assets

16

©TNS 2012

Perception Of BruceGreySimcoe Among Those Familiar With Region Average

Score For Core Offer Attributes Offer Attributes

17

Nearby Ontario

Other Ontario Quebec

Nearby US

Other US

A great place for enjoying trails 8.4 8.4 6.8 7.1 7.3

A great place for enjoying outdoor activities 8.3 8.4 6.6 7.3 7.2

A great place for paddling and canoeing 8.3 8.3 6.9 7.1 7.2

Has impressive scenery and landscapes 8.1 8.2 6.9 7.3 7.2

A great place for having fun 8.0 8.0 6.3 7.1 7.1

A place that can create lasting memories 8.0 8.0 6.5 7.1 7.2

A place where I would feel safe and comfortable 8.0 8.0 6.6 7.1 7.2

Has popular attractions (man-made or natural) 7.9 7.9 6.4 7.0 7.1

A great place to rest and rejuvenate 7.8 7.8 6.9 7.0 7.1

Has very friendly people 7.8 7.7 6.4 7.1 7.1

A place likely to be recommended by others 7.7 7.7 6.6 6.9 6.9

A unique place 7.6 7.6 6.4 7.1 7.1

A place that I would enjoy visiting for a vacation/getaway 7.6 7.6 6.4 7.1 7.0

An easy destination to get to 7.5 7.5 6.6 6.6 6.9

A place that offers something for everyone 7.5 7.5 6.4 6.9 7.0 A place that is well known for its quality of travel experiences and services

7.5 7.5 6.6 6.7 6.9

Offers appealing travel experiences year-round 7.5 7.5 5.9 6.8 6.9

A place offering accommodation choices that suit me 7.4 7.5 6.5 6.9 7

Easy to get around from place to place once you are there 7.3 7.3 6.1 6.8 6.9 Offers many possibilities to experience something new and different

7.3 7.3 6.6 7.0 7.1

©TNS 2012



18

Nearby Ontario


Nearby US

Other US












A unique place 7.6 7.6 6.4 7.1 7.1




7.5 7.5 6.6 6.7 6.9




7.3 7.3 6.6 7.0 7.1

Relatively Low

©TNS 2012



19

Nearby Ontario


Nearby US

Other US












A unique place 7.6 7.6 6.4 7.1 7.1




7.5 7.5 6.6 6.7 6.9




7.3 7.3 6.6 7.0 7.1

Relatively High Relatively Low

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

Perceptions Of BruceGreySimcoe — Best And Worst Scores Average rating on 10-point scale among recent visitors (past 2 years)

20

Great for enjoying trails 8.3

Great for outdoor activities 8.2

Impressive scenery & landscapes

8.2

Great for paddling & canoeing

8.2

Great place to rest & rejuvenate

8.0

Great place for fun 8.0

Place to create lasting memories

8.0

Safe and comfortable 8.0

Popular attractions (man-made/natural)

7.9

Friendly people 7.8

Great for vacation/getaway 7.8

Likely to be recommended by others

7.8

Highest

Great for arts & culture 6.9

Different cultures and ways of life

7.0

Excellent value for money 7.4

Excites my curiosity 7.4

Authentic travel experience

7.5

Fits my lifestyle/pleasure travel needs

7.5

( ) Difference vs. non-visitors who are familiar

(+1.1)

(+1.0)

(+1.0)

(+1.0)

(+1.0)

(+0.9)

(+0.8)

(+0.9)

(+0.9)

(+0.7)

(+0.8)

(+0.9)

(+0.3)

(+0.2)

(+0.6)

(+0.6)

(+0.5)

(+0.7)

Lowest

©TNS 2012

―Table Stakes‖ And Drivers Of Engagement Perceptions of BruceGreySimcoe among past visitors who do/do not plan to return

21

Regardless of whether they intend to return, visitors agree that BruceGreySimcoe can deliver on these expectations...

However sustained visitation hinges on going beyond outdoor “table stakes”. Repeat visitors are far more likely than non-repeaters to believe...

Note: Based on analysis of gaps between repeat visitors and non-repeat visitors.

Great for enjoying trails

Great for enjoying outdoor

activities

Impressive scenery and

landscapes

Great for paddling/canoeing

Great for having fun

Great to rest and rejuvenate

Place for creating lasting memories

Popular attractions (man-made or natural)

Offers accommodation choices that suit me

Likely to be recommended by others

Many possibilities to experience something new and different

Quality of travel experiences and services

Appealing year-round travel experiences

Implications

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

Growth insights

The Region has been very successful in its nearby source markets.

Success is also evident in the remainder of Ontario…

…with significant potential to attract past and new visitors at higher rates.

Understanding of the offer is limited in both Quebec and the US.

Rates of visitation are not only low, but below average for Ontario RTOs.

Brand image is undifferentiated and suppressed.

The majority of travellers in these markets are currently out of reach.

Nonetheless, there does exist a reasonably large pool of open non-visitors in each, providing a platform of receptivity on which to build longer term.

Precise plans for growth

The Nearby Markets, the GTA and other major centres in Ontario should remain the primary targets.

Designate Montreal and specific markets in the US as longer-term growth drivers warranting secondary attention at this time.

Use the segmentation model to identify the most eligible US markets.

This will be based on segment priority

…as well as segment incidence and size within specific geographic areas.

Growth Summary

23

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

Growth insights

Activities pursued by visitors reflect the rich and diverse offer.

Beaches and outdoor recreation linked to the unique natural setting and topography are evident.

So too are cultural pursuits, historical attractions and premium dining and shopping experiences across many towns and villages.

Recent visitors deliver high satisfaction, value and endorsement scores.

The Region‘s popularity and ambiance centred on fun, relaxation and rejuvenation are appreciated.

These attributes, in fact, play key parts in stimulating repeat visitation.

Those owning vacation properties in the Region offer many friends and family access to these benefits.


Multi-season experiential diversity that embraces both natural and human touch-points has been critical to driving tourism in the Region.

Breadth of experience must, therefore, be showcased in communications.

The tone of communications should emphasize fun and escape. The ambiance should be relaxed and low-stress.

Pursue initiatives directed to owners of vacation properties in the Region.

Encourage them to explore the Region (and spend).

Equip them to act as ambassadors to their visiting friends and relatives.

Leverage social media in this endeavour.

Growth Summary

24

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

Growth insights

The brand‘s image, does not uniformly reflect the offer‘s quality and richness even among Ontarians

The Region‘s profile for arts, culture and non-outdoors tends to be relatively weak.

There is some question about authenticity likely stemming from the Region‘s popularity as a tourism/resort destination.

This may lead some to question the ability to deliver truly unique and different experiences and ways of life.

Not all visitors are impressed with the quality of accommodation and services.

And the availability of a year-round offering may not be appreciated by some.

Getting around the Region to experience its diversity can be considered a challenge.

There is room to further leverage curiosity, personal relevance and value perceptions to stimulate visits and loyalty.


Explicitly link the offer‘s outdoor core to experiences aligned with arts, culture, heritage, premium dining/entertainment, etc.

This will underscore what makes the Region distinctive and promote curiosity.

Give some weight to pristine nature and the Region‘s heritage and grassroots small town experiences to enhance perceptions of authenticity.

Continue to emphasize four-season, with winter extending beyond ski hills.

The accommodation infrastructure is significant and diverse.

Develop communications and online tools that make the choices more obvious and allow customizing to need.

Develop itineraries and guides that facilitate travel to points of interest within the region.

Explore digital channels in an effort to personalize the message.

Growth Summary

25

Overlaying The Traveller Segmentation

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

Segmentation Constructs

Social/Emotional Needs

Importance Of Travel

Use Of Technology In Travel

Travel Experiences

Sought

27

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

©TNS 2012

12 Unique Segments Were Identified

5% 5%

7%

9%

8%

8% 6% 14%

15%

6%

6%

10%

Pampered Relaxers Sports

Lovers

Knowledge Seekers

Up & Coming Explorers

Connected Explorers

Aces

Outgoing Mature Couples

Family Memory Builders

Mellow Vacationers

Nature Lovers

Solitaires

Youthful Socializers

28

©TNS 2012

Introducing The 12 Travel Segments

Pampered Relaxers

This segment is defined by an orientation toward pampering and resort life experiences. This very often involves beach experiences, water and sun destinations in winter.

For this segment, vacations are a time to relax and re-energize often through high-end sophisticated activities.

Connected Explorers

This segment has a psychological need to take a break from the everyday and be exposed to new experiences and knowledge. They are committed to expanding their horizons through travel. Interestingly, the Internet and new technologies are key instruments in facilitating these travel interests & experiences. They research, book and share travel experiences through new technologies – before, during and after trips.

Sports Lovers

This group, skews more male, and is driven by a love of sports, either watching or participating. By the nature of their passion these people describe themselves as more active and energetic than most. In reality their sports are not necessarily extreme more in keeping with what is readily available, and more likely to be organized team sports and golf.

Knowledge Seekers

Travellers in this segment are looking to appreciate and understand the places they visit. Their trips are typically about expanding their knowledge and stimulating their minds rather than resting and relaxing. They are driven by a desire to explore culture, history, architecture and natural landmarks and often focus on sight-seeing, museums, galleries and historical sites.


This is a youth-oriented group that is on its way up in the world. These travellers are emerging into a new life-stage, often characterized by greater affluence and new opportunities. Visible minorities and immigrants often fall into this segment. Travel is not about connecting with family or friends. While these people often want to be adventurous and energetic their travel experiences often start with what is nearby and typically with core tourist attractions. Ontario is popular with this group and visitation is typically very recent.

Aces

Predominantly driven by a love of gaming and gambling, this segment loves casinos and the related ambiance that provides them with a sense of escape. For this group, the casino resort environment provides them with a sense of indulgence and escape as everything to have ‗fun‘ is located close at hand.

29

©TNS 2012

Introducing The 12 Travel Segments (cont‘d)


Skewing strongly toward seniors and those in retirement, these travellers are driven by a desire to maintain their vitality and connection with the world. They are not particularly adventurous, rather they want to maintain their vitality often by interacting with new people (travellers and locals alike). It is important to them to feel competent and vital.


This is a segment driven by families with children <18. They want a playful vacation that is centred around building family memories and strengthening the bonds. Activities such as theme parks allow the family to have fun and build these lasting memories.

Mellow Vacationers

This segment wants to unwind on vacation, and relaxed and low key experiences are their preference. This group doesn‘t want itineraries or to do anything new or unusual. They want travel experiences that set them at ease. They aren‘t activity-oriented and often travel as a couple.

Nature Lovers

This is a consumer segment attracted to outdoor experiences aligned to Ontario‘s quintessential parks & lakes offering. Camping and associated activities, e.g., hiking, canoeing, fishing are key interests for this group. The majority classify as ―nature lovers‖. Activities align with the recreational aspects of the outdoors and not necessarily the extreme aspects of the outdoors, e.g., avid angling or hunting.

Not surprisingly, the travel style is basic with camping prevalent.

Solitaires

This group of largely single people often travel alone. They are quiet and reserved people, whose travel experiences and budgets are often quite basic. While they often connect with acquaintances or family at the destinations they choose, they are introspective people. If they gravitate to any forms of activity, they tend to be those that can be enjoyed in isolation and align with inward thinking (museum, galleries).

Youth Socializers

This is a typical youth segment driven by a love of socializing with friends on vacations, often on a limited budget.

This is a group that wants to have fun and unwind on vacation and this is best achieved by spending time in a group and sharing experiences with others.

30

Using Segmentation To Broaden Offer

Demographics

©TNS 2012

Demographic Classification

33

Older

Younger

Mid

Families Couples Singles

©TNS 2012


34


Nature Lovers

Solitaires Pampered Relaxers



Older

Younger

Mid


©TNS 2012


35

Mellow Vacationers

Outgoing Mature


Aces

Nature Lovers



Know. Seekers


Older

Younger

Mid


©TNS 2012


36

Mellow Vacationers

Outgoing Mature


Aces

Nature Lovers



Know. Seekers


Older

Younger

Mid


Connected Explorers

©TNS 2012


37

Sports Lovers

Mellow Vacationers

Outgoing Mature


Aces

Nature Lovers


Connected Explorers


Know. Seekers


Older

Younger

Mid


©TNS 2012

Incidence Of Segment Within Source Market

38

Percent of travellers residing in… falling into each segment

Ontario Quebec Nearby US Other US

% % % %

Pampered Relaxers 11 17 3 4

Sports Lovers 9 9 5 4

Knowledge Seekers 8 10 6 7

Up & Coming Explorers 7 3 8 10

Connected Explorers 7 5 7 9

Aces 6 2 11 8

Outgoing Mature Couples 9 14 5 5

Family Memory Builders 9 7 15 14

Mellow Vacationers 8 7 17 17

Nature Lovers 11 13 7 5

Solitaires 5 6 5 6

Youthful Socializers 9 7 11 10

Well Above Average

Well Below Average Above Average

Below Average

Segment Value Profile

©TNS 2012

―Dollars vs. Bodies‖

40

7%

4% 4%

10%

10%

5%

8%

12%

14%

11%

7%

7%

10%

6%

6%

15%

14%

6%

8%

8%

9%

7%

5%

5% Pampered Relaxers

Sports Lovers

Knowledge Seekers

Up and Coming Explorers

Connected Explorers

Aces



Mellow Vacationers

Nature Lovers

Solitaires


Share Of Travellers

+ +

+

+

+

NC

– –

– – – –

Change In Relative

Size

1

1

2

2

Share Of Travel Spend (Spent by household

in past year)

©TNS 2012

Other Value Metrics

Average Annual House-

hold Income

Average Annual

Household Travel Budget

Average Number Of Trips

In Past 12 Months

Average Trip

Length (In days)

Average Party

Size Per Trip

Pampered Relaxers $105,554 $4,232 2.8 6.4 3.0

Sports Lovers $103,533 $3,868 3.3 5.4 3.2

Knowledge Seekers $102,480 $4,713 3.1 8.0 2.7

Up & Coming Explorers $88,361 $4,637 3.5 4.6 2.8

Connected Explorers $93,080 $4,267 3.6 5.8 2.8

Aces $77,205 $3,093 2.8 4.6 2.9

Outgoing Mature Couples $68,152 $2,562 2.6 6.8 3.6

Family Memory Builders $82,159 $2,213 2.3 4.9 4.1

Mellow Vacationers $80,141 $2,061 2.2 5.4 2.5

Nature Lovers $70,547 $2,172 3.1 5.4 3.7

Solitaires $62,507 $1,990 2.5 6.0 1.6

Youthful Socializers $66,383 $2,029 2.4 4.7 2.9

Above Average Below Average

41

Experiences Sought

©TNS 2012

Below Average

Travel Experiences Sought By Segments

43

Pam-pered

Relaxers Sports Lovers

Know-ledge

Seekers

Up & Coming

Explorers Connected Explorers Aces



Mellow Vaca-

tioners Nature Lovers

Soli-taires

Youthful Social-izers

% % % % % % % % % % % %

Nature Lover

13 21 25 32 30 17 30 32 30 49 29 21

Knowledge Seeker

6 24 54 17 23 17 21 18 23 16 27 16

Adventure Seeker

7 20 15 35 23 17 15 17 8 25 14 31

Culture Seeker

12 16 52 21 34 11 7 13 18 9 25 30

Love Being Pampered

49 7 3 14 14 23 7 13 10 4 10 10

Love Socializing

16 15 9 7 13 15 31 4 9 7 12 20

Average Number of Activities = 10.2 Versus 6.1 among Total Travellers

Well Above Average

Well Below Average Above Average

Prioritizing The Segments

©TNS 2012

Suggested Criteria For Prioritization

45

1. Setting Priorities to Support the Current Business. Identifying those

segments that contribute most strongly to your Region‘s tourism industry today.

Which segments is the region attracting at above-average numbers – delivering tourists (as opposed to dollars)?

Share of spend in the Region (which segments are contributing the most dollars).

How does this relate to share of each segment‘s total tourism spend? (which segments are spending in the region at above their average rate?)

2. Identifying the Growth Opportunity. (which segments offer the most potential

to grow tourism to the Region?)

Alignment of the segment‘s travel interests and activities with the Region‘s existing and potential future product offering.

Level of interest in the region (will the segment be more or less difficult to attract?).

Dollars available for tourism – what is the segment‘s share of total travel spending?

Single trip value – how much is typically spent per trip within the segment?

©TNS 2012

Supporting The Current Business: Current Visitation Levels


Nature Lovers

Sports Lovers

People Volume

Segments with above average share of

travellers to BruceGreySimcoe

Rate Of Attraction

Segments with elevated representation among

BruceGreySimcoe relative to total travellers


Nature Lovers

Sports Lovers

Pampered Relaxers

Dollar Volume

Segments with above average share of

spending in BruceGreySimcoe


Pampered Relaxers

Connected Explorers

Nature Lovers

46

Looking Forward: Supporting Tourism Growth

©TNS 2012

Pampered Relaxers

On Ontario Trips On Any Trips

Culinary (vineyards and fine dining)

Shopping

Sightseeing (Net)

Touring (Net)

Beach

Spa

Casino/gambling

Beach

Shopping

Fine dining

Sightseeing

Resort

Touring (net)

Sports Lovers


Shopping

Fine dining

Sporting events (spectator)

Sightseeing (Net)

Beach

Shopping

Fine dining

Sporting events (spectator)

Beach

Sightseeing

Golf

Knowledge Seekers


Sightseeing (net)

Visiting nature sights (net)

Fine dining

Touring (net)

Shopping

Festivals/ events (Net)

Sightseeing (net)

Visiting nature sights (net)

Touring (net)

Shopping



Amusement/theme park (Net)

Playing sports (Net)

Outdoor activities (Net)

Sightseeing (Net)

Nature sightseeing (Net)

Shopping

Touring (Net)

Amusement/theme park (Net)

Sightseeing (Net)



Shopping

Culinary

Beach

Connected Explorers


Sightseeing (Net)

Culinary (Net)


Shopping


Festivals/ events (Net)

Sightseeing (Net)

Shopping

Nature sightseeing (net)

Culinary

Touring (Net)

Beach

Aces


Casinos/ gambling

Shopping

Fine dining

Sightseeing (Net)

Theatre/ Concerts/ dance shows

Casinos/ gambling

Shopping

Fine dining

Sightseeing (Net)

Beach

Activities Undertaken On Trip – Ontario Trips vs. Total Trips

Aligns with Region Offer

48

©TNS 2012

Activities Undertaken On Trip – Ontario Trips vs. Total Trips



Shopping

Fine dining

Sightseeing (Net)

Fishing

Touring (Net)

Beach

Shopping

Fine dining

Sightseeing (Net)

Beach

Touring (Net)



Sightseeing (Net)

Shopping


Culinary

Fun/ theme park (Net)

Shopping

Sightseeing (Net)

Fun/Theme Park (Net)

Beach

Nature Sightseeing (Net)

Culinary

Touring (Net)

Mellow Vacationers


Fine Dining

Sightseeing (NET)

Touring (Net)

Fishing

Shopping

Fine dining

Sightseeing (Net)

Beach

Museums/ Galleries

Nature Lovers


Camping



Beach

Sightseeing (Net)

Touring (Net)

Shopping

Camping


Sightseeing (Net)


Beach

Solitaires


Shopping

Fine dining

Sightseeing (Net)

Museum/ galleries

Beach

Theatre/ concerts/ dance shows

Shopping

Fine dining

Sightseeing (Net)

Beach

Museum/ galleries



Shopping

Fine dining

Sightseeing (Net)

Nightclubs/ entertainment


Shopping

Fine dining

Sightseeing (net)

Beach

Nightclubs/ entertainment


Aligns with Region Offer

49

©TNS 2012

Future Interest In Visiting The Region

Above Average Interest In Visiting BruceGreySimcoe In Next Two Years

40% Average interest levels

Nature Lovers (55%)

Connected Explorers (49%)

Up and Coming Explorers (45%)

Family Memory Builders (43%)

Aces (41%)

Mellow Vacationers (40%)

Other

Ontario

Nature Lovers (39%)

Aces (35%)



Sports Lovers (32%)

Solitaires (31%)

Up and Coming

Explorers (22%)


Solitaires (18%)

Outgoing Mature Couples (18%)

Aces (18%)

Youthful Social- izers (17%)

Nature Lovers (16%)


Sports Lovers (16%)

Up and Coming

Explorers (25%)

Nature Lovers (18%)


Knowledge Seekers (10%)

Up and Coming

Explorers (36%)


Nature Lovers (14%)

Youthful Socializers (14%)

Knowledge Seekers (11%)


31%

Quebec

16%

Nearby Ontario Nearby US

10%

Other US

10%

50

©TNS 2012

Determining High Value Segments

51

Share Of Travel Dollars (Spent by household

in past year)

Avg. Spend At Any

Destination

Avg. Spend On Ontario

Trips

$2,952

$1,659

$3,024

$2,266

$2,051

$1,625

$1,643

$1,774

$1,073

$1,149

$1,168

$1,298

$1,175

$1,116

$1,160

$2,028

$1,702

$1,101

$1,314

$1,074

$766

$843

$1,103

$731

Pampered Relaxers

Sports Lovers

Knowledge Seekers


Connected Explorers

Aces



Mellow Vacationers

Nature Lovers

Solitaires

Youthful Socializers 7%

4% 4%

10%

10%

5%

8%

12%

14%

11%

7%

7%

Spend $ in Red = Below Average

Spend $ in Green = Above Average

Above Avg. In RTO7

©TNS 2012

Current And Future Segment Priorities

52

Primary


Nature Lovers

Pampered Relaxers

Sports Lovers

Current

Secondary

Connected Explorers

Primary


Connected Explorers


Nature Lovers

Future

Secondary

Pampered Relaxers

Knowledge Seekers

Reaching Target Segments

©TNS 2012

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Where To Find Up and Coming Explorers

54

Projected number of adults 18+ in segment

Segment incidence among

total adults in each market

Place of Residence:

Total Canada 606,106 4.5%

Ontario 501,347 5.6%

GTA 404,071 10.2%

Other Ontario 97,276 1.9%

Quebec 97,276 2.5%

Montreal 82,311 2.9%

Other Quebec 14,966 1.6%

Manitoba 7,483 1.4%




Place of Residence:

Major US Markets

Philadelphia 329,243 8.1%

Boston 306,794 6.2%

Chicago 486,381 7.6%

New York City 1,010,177 13.6%

Washington DC 434,002 9.9%




Place of Residence:

Total US 6,876,684 6.8%

States:

Connecticut 359,174 13.0%

Delaware 44,897 6.5%

Illinois 583,658 6.0%

Indiana 82,311 1.7%

Maryland 366,657 13.7%

Massachusetts 314,277 5.5%

Michigan 351,691 4.7%

Minnesota 119,725 2.9%

New Jersey 568,692 9.9%

New York 1,631,248 12.0%

Ohio 493,864 5.4%

Pennsylvania 501,347 4.5%

Virginia 471,416 11.4%

Wisconsin 231,966 5.5%

Kentucky 157,139 5.2%

New Hampshire 52,380 3.3%

North Carolina 434,002 6.0%

Rhode Island 22,448 2.7%

Vermont 14,966 3.0%

West Virginia 29,931 2.2%

©TNS 2012

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55

High

Low

Traditional Media Use

High Digital Media Use

Involvement with travel media

Low

Note: Size of bubble corresponds to size of segment

How To Reach Target Segments – Media Consumption Patterns

©TNS 2012

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56


Connected Explorers

Up & Coming

Explorers

Knowledge Seekers

High

Low




High

Low


©TNS 2012

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57


Sports Lovers

Solitaires

Aces

Pampered Relaxers

Connected Explorers

Up & Coming

Explorers

Knowledge Seekers

High

Low



Average


High

Low


©TNS 2012

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58


Sports Lovers

Mellow Vacationers



Solitaires

Aces

Nature Lovers

Pampered Relaxers

Connected Explorers

Up & Coming

Explorers

Knowledge Seekers


High

Low



Average


High

Low

Low


©TNS 2012

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59

How To Reach Connected Explorers

Connected Explorers

Difference vs. Total

Travellers

% reading newspaper 78% +12

- Daily print 51% -7

- Daily on computer 55% +22

- Daily on mobile 25% +16

% reading travel section of daily newspaper 73% +19

% reading magazine 78% +13

- Entertainment/music 44% +13

- Food/cooking 41% +15

- Travel 33% +20

- Home/garden 32% +7

- Health/fitness/living 30% +8

Avg. # hrs. watch TV (reg) 13.8 -0.3

Avg. # hrs. watch PVR 4.4 +1.0

Ave. # hrs. watch TV online 7.3 +2.1

- Movies 59% +9

- Dramas 55% +6

- News 56% +11

- Travel 49% +28

Avg. # hrs. listen to radio 7.2 -0.7

- Morning (weekday) 83% +8

- News/talk 45% +10

- Top 40 41% +11

Connected Explorers


Travellers

% using Internet 98% +9

- Search engine 90% +13

- Weather 72% +19

- Shopping 73% +23

- Entertainment 67% +21

- Travel 67% +34

Avg. # hrs. spent browsing per week 17.3 +4.6

% using social networks 93% +15

- Facebook 87% +19

- Twitter 26% +12

Avg. # hrs. spent on social networks 6.5 +1.9

% using smartphone/tablet when travelling 79% +33

- Look up information 98% +21

- Check review sites 74% +49

- make reservations 62% +38

- Use travel apps 51% +32

Above Average

Implications

©TNS 2012

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Growth insights

There are four segments that have elevated roles when it comes to supporting the current business.

Nature Lovers

Pampered Relaxers

Sports Lovers


Up and Coming Explorers and Nature Lovers can also act as a bridge to the future.

Connected Explorers and Family Memory Builders also offer future growth opportunity.

The same can be said of Knowledge Seekers when considering offer fit and available travel budgets. But…

Conversion will be more difficult.

They may be hesitant to spend in the Region at their typical levels.


The marketing plan will need to embrace consumers at multiple lifestages (older/younger, couples/families).

The juxtaposition of nature, sophistication, human/cultural touch-points and active outdoor recreation (golf, skiing, etc.) should be accentuated to reach this broad constituency.

Breadth of experience will be key to attracting Connected Explorers. The motivations of this segment should be used to help frame the concept of ―diversity‖.

Develop packages that encourage experience with the Region‘s diverse mix.

Invest in a comprehensive digital strategy that embraces advertising, booking, itinerary planning, real time assistance and social media relationships.

Growth Summary

61

©TNS 2012

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Precise plans for growth (cont’d)

Through messaging and product presentation, give Family Memory Builders…

…evidence that the offer appeals to the needs of all family members,

…is sensitive to the unique needs of families and enhances familial emotional bonds,

…while catering to the budgetary restrictions of younger families.

Develop communications and marketing materials with sensitivity to targeted ethnic groups.

This is relevant to both Up and Coming Explorers and GTA.

It requires cultural sensitivity (beyond language) very basic education on the offer in some cases, facilitation of access.

Explore the longer term potential for attracting Knowledge Seekers.

To make the destination worth their investment, the knowledge-based activities associated with geography, culture, heritage and nature will need to be promoted.

The travel style of this group – accomplishing rather than relaxing – will need to be accommodated within a more general positioning aligned with stress-free fun.

The quality of accommodations and travel services should be reviewed to ensure congruence with the high expectations of this segment.

Growth Summary

62

Questions and Discussion

64 ©TNS 2012

How To Reach Pampered Relaxers Detail Media Consumption

Pampered Relaxers


Travellers

% reading newspaper 37% -29

- Daily print 58% ±0

- Daily on computer 25% -8



% reading magazine 61% -4



- Fashion/beauty 26% +9


- Travel 16% +3



Ave. # hrs. watch TV online 4.2 -1

- Movies 54% +4

- Dramas 54% +5

- News 48% +3

- Reality shows 46% +11

Avg. # hrs. listen to radio 8.2 +0.3

- Top 40 37% +7

- News/talk 29% -6

- Oldies 29% -1

Pampered Relaxers


Travellers



- Weather 55% +2

- Shopping 52% +2

- Travel 48% +15

- Entertainment 46% ±0

Avg. # hrs. spent browsing per week 10.7 -1.4

% using social networks 74% -4

- Facebook 61% -7

- Twitter 6% -8

Avg. # hrs. spent on social networks 3.6 -1

% using smartphone/tablet when travelling 43% -3

- Look up information 70% -7

- Check review sites 11% -14

- make reservations 15% -9

- Use travel apps 14% -5

65 ©TNS 2012

How To Reach Sports Lovers Detail Media Consumption

Sports Lovers


Travellers


- Daily print 63% +5

- Daily on computer 33% 0


% reading travel section of daily newspaper 53% -1


- Professional Sports 30% +19

- Health/fitness/living 22% 0

- General interest 21% +1

- Business/finance/investment 18% +3

- Outdoor activities 15% +8

Avg. # hrs. watch TV (reg) 14.3 +0.2


Ave. # hrs. watch TV online 4.1 -1.1

- Sports 67% +33

- News 52% +7

- Movies 49% -1

- Situation comedies 40% +5


- News/talk 40% +5

- Oldies 36% +6

- Sports 30% +17

Sports Lovers


Travellers



- Weather 62% +9

- Sports 55% +27

- Network news 34% +3

- Newspapers 34% +5



- Facebook 57% -11

- Twitter 12% -2

Avg. # hrs. spent on social networks 3.0 -1.6






66 ©TNS 2012

How To Reach Knowledge Seekers Detail Media Consumption

Knowledge Seekers


Travellers




- Daily on mobile 6% -3



- News 32% +14

- Travel 27% +14

- Science/geography 21% +7


- City (Toronto Life, etc.) 12% +5




- News 56% +11

- Dramas 50% +1

- History 41% +6

- Travel 31% +10

Avg. # hrs. listen to radio 7.9 ±0

- News/talk 49% +14

- Top 40 21% -9

- Classical 19% +7

Knowledge Seekers


Travellers



- Weather 59% +6

- Travel 52% +19

- Newspapers 35% +6

- Entertainment 34% -12


% using social networks 64 -14

- Facebook 55 -13

- Twitter 7 -7


% using smartphone/tablet when travelling 29 -11

- Look up information 75 -2

- Check review sites 18 -7

- Make reservations 24 ±0

- Use travel apps 13 -6

67 ©TNS 2012

How To Reach Up And Coming Explorers Detail Media Consumption

Up and Coming

Explorers


Travellers







- Computers/electronics/tech 30% +18




- Automobile/cycle 22% +11




- Movies 44% -6

- Cooking shows 41% +1

- Biography 20% +3

- Shopping channels 12% +7


- Classical 25% +13

- Sports 22% +9

- Jazz 15% +8

Up and Coming

Explorers


Travellers

% using Internet 89% ±0


- Search engine 42% -35

- Games 38% +7

- Health 36% ±0

- Weather 26% -27



- Facebook 80% +12

- Twitter 33% +19






- Use travel apps 19% ±0

68 ©TNS 2012

How To Reach Connected Explorers Detail Media Consumption

Connected Explorers


Travellers









- Travel 33% +20






- Movies 59% +9

- Dramas 55% +6

- News 56% +11

- Travel 49% +28


- Morning (weekday) 83% +8

- News/talk 45% +10

- Top 40 41% +11

Connected Explorers


Travellers



- Weather 72% +19

- Shopping 73% +23


- Travel 67% +34



- Facebook 87% +19

- Twitter 26% +12






- Use travel apps 51% +32

69 ©TNS 2012

How To Reach Aces Detail Media Consumption

Aces


Travellers








- Food/cooking 23% -3

- Home/garden 22% -3

- Health/fitness/living 19% -3

- Sports 17% +6




- Movies 59% +9

- Crime dramas 52% +10

- Sports 47% +13



- Oldies 38% +8

- News/talk 31% -4

- Sports 19% +6

Aces


Travellers

% using Internet 86% -3

- Search engine 75% -2

- Weather 52% -1

- Shopping 48% -2

- Games 46% +15

- Sports 35% +7



- Facebook 64% -4

- Twitter 9% -5







70 ©TNS 2012

How To Reach Outgoing Mature Couples Detail Media Consumption



Travellers





% reading travel section of daily newspaper

62% +8





- Entertainment/music 28% -3

- Crafts/antiques 21% +11




- News/current affairs 67% +22

- Movies 58% +8

- History 46% +11

- Sports 44% +10


- Oldies 41% +11

- News/talk 40% +5

- Country 33% +11



Travellers



- Weather 51% -2

- Shopping 38% -12

- Games 36% +5

- Health 33% -3



- Facebook 50% -18

- Twitter 4% -10






- Use travel apps 19% ±0

71 ©TNS 2012

How To Reach Family Memory Builders Detail Media Consumption



Travellers



- Daily on computer 33% ±0






- Family/parenting 26% +15

- Health/fitness/living 25% ±0





- Dramas 53% +4





- Top 40 40% +10

- News/talk 28% -7

- Modern rock 33% +6



Travellers



- Weather 56% +3

- Shopping 54% +4


- Parenting 14% +8



- Facebook 75% +7

- Twitter 9% -5




- Check review sites 19% -+6



72 ©TNS 2012

How To Reach Mellow Vacationers Detail Media Consumption

Mellow Vacationers


Travellers













Avg. # hrs. watch PVR 2.6 -0.8


- Dramas 47% -2

- Movies 45% -5

- News/current affairs 44% -1

- History 37% +2


- News/talk 37% +2

- Oldies 34% +4

- Top 40 18% -12

Mellow Vacationers


Travellers

% using Internet 89% ±0

- Search engine 77% ±0

- Weather 50% -3

- Shopping 44% -6

- Entertainment 31% -15

- Travel 16% -17



- Facebook 56% -12

- Twitter 6% -8







73 ©TNS 2012

How To Reach Nature Lovers Detail Media Consumption

Nature Lovers


Travellers










- Outdoor activities 16% +9

- Family/parenting 14% +3


Avg. # hrs. watch PVR 2.4 -1


- Movies 49% -1


- Science/nature 35% +10

- Science fiction/fantasy 23% +5


- News/talk 32% -3


- Country 30% +8

Nature Lovers


Travellers



- Weather 64% +11

- Shopping 47% -3

- Video download 32% +4

- Specific activities (fishing, dog breeds, etc) 29% +10



- Facebook 71% +3

- Twitter 12% -2







74 ©TNS 2012

How To Reach Solitaires Detail Media Consumption

Solitaries


Travellers






% reading magazine 65% ±0


- News 25% +7







- Dramas 50% +1

- News/current affairs 49% +4

- History 38% +4

- Science fiction/fantasy 23% +5


- News/talk 42% +7

- Oldies 32% +2

- Classical 18% +6

Solitaires


Travellers



- Weather 53% ±0

- Shopping 52% +2

- Network news sites 36% +5

- Newspaper sites 33% +4



- Facebook 56% -12

- Twitter 11% -3







75 ©TNS 2012

How To Reach Youthful Socializers Detail Media Consumption



Travellers











- General interest 17% -3



Ave. # hrs. watch TV online 6.5 1.3

- Dramas 54% +5

- Movies 52% +2




- Top 40 47% +17


- News/talk 24% -11



Travellers



- Shopping 59% +9


- Weather 50% -3

- Video download/upload sites 46% +18



- Facebook 86% +18

- Twitter 22% +8







76 ©TNS 2012

Pampered Relaxers Population Projections Geographic Markets




Place of Residence:

Total Canada 1,407,113 10.5%

Ontario 844,268 9.4%

GTA 406,053 10.3%


Quebec 514,601 13.5%

Montreal 389,971 13.6%


Manitoba 40,203 7.4%




Place of Residence:

Total US 2,613,210 2.6%

States:



Illinois 196,996 2.0%

Indiana 64,325 1.3%

Maryland 84,427 3.2%


Michigan 124,630 1.7%


New Jersey 233,179 4.1%

New York 534,703 3.9%

Ohio 144,732 1.6%


Virginia 116,589 2.8%


Kentucky 100,508 3.3%




Vermont 8,041 1.6%





Place of Residence:

Major US Markets


Boston 221,118 4.5%

Chicago 140,711 2.2%

New York City 317,605 4.3%


77 ©TNS 2012

Sports Lovers Population Projections Geographic Markets




Place of Residence:

Total Canada 1,487,058 11.1%

Ontario 995,185 11.1%

GTA 377,484 9.5%


Quebec 394,642 10.3%

Montreal 268,814 9.4%


Manitoba 97,231 17.9%




Place of Residence:

Total US 4,232,397 4.2%

States:



Illinois 383,203 3.9%

Indiana 188,742 3.9%

Maryland 240,217 9.0%


Michigan 285,973 3.8%


New Jersey 326,009 5.7%

New York 491,873 3.6%

Ohio 434,679 4.7%


Virginia 200,181 4.8%


Kentucky 68,633 2.3%




Vermont 22,878 4.6%





Place of Residence:

Major US Markets


Boston 200,181 4.1%

Chicago 183,023 2.8%



78 ©TNS 2012

Knowledge Seekers Population Projections Geographic Markets




Place of Residence:


Ontario 578,209 6.4%

GTA 312,233 7.9%


Quebec 300,668 7.9%

Montreal 225,501 7.8%






Place of Residence:

Total US 4,880,080 4.8%

States:



Illinois 462,567 4.8%

Indiana 144,552 3.0%

Maryland 289,104 10.8%


Michigan 231,283 3.1%


New Jersey 491,477 8.6%

New York 751,671 5.5%

Ohio 312,233 3.4%


Virginia 393,182 9.5%






Vermont 11,564 2.3%





Place of Residence:

Major US Markets


Boston 277,540 5.6%

Chicago 364,271 5.7%



79 ©TNS 2012

Up And Coming Explorers Population Projections Geographic Markets




Place of Residence:


Ontario 501,347 5.6%

GTA 404,071 10.2%


Quebec 97,276 2.5%



Manitoba 7,483 1.4%




Place of Residence:

Major US Markets


Boston 306,794 6.2%

Chicago 486,381 7.6%

New York City 1,010,177 13.6%





Place of Residence:

Total US 6,876,684 6.8%

States:



Illinois 583,658 6.0%

Indiana 82,311 1.7%

Maryland 366,657 13.7%


Michigan 351,691 4.7%


New Jersey 568,692 9.9%

New York 1,631,248 12.0%

Ohio 493,864 5.4%


Virginia 471,416 11.4%


Kentucky 157,139 5.2%




Vermont 14,966 3.0%


80 ©TNS 2012

Connected Explorers Population Projections Geographic Markets




Place of Residence:


Ontario 560,339 6.2%

GTA 290,058 7.3%


Quebec 138,437 3.6%

Montreal 112,068 3.9%






Place of Residence:

Total US 5,853,891 5.8%

States:



Illinois 764,698 7.9%

Indiana 276,873 5.7%

Maryland 309,834 11.6%


Michigan 395,533 5.2%


New Jersey 395,533 6.9%

New York 711,960 5.2%

Ohio 329,611 3.6%


Virginia 342,795 8.3%


Kentucky 250,504 8.3%




Vermont 13,184 2.7%





Place of Residence:

Major US Markets


Boston 323,019 6.6%

Chicago 573,523 8.9%



81 ©TNS 2012

Aces Population Projections Geographic Markets




Place of Residence:


Ontario 659,048 7.3%

GTA 286,543 7.2%


Quebec 105,066 2.7%



Manitoba 57,309 10.6%




Place of Residence:

Major US Markets


Boston 439,365 8.9%

Chicago 506,225 7.9%






Place of Residence:

Total US 8,729,999 8.7%

States:



Illinois 811,871 8.4%

Indiana 276,991 5.7%

Maryland 315,197 11.8%


Michigan 735,459 9.8%


New Jersey 582,637 10.2%

New York 1,442,265 10.6%

Ohio 926,488 10.1%

Pennsylvania 1,012,451 9.1%

Virginia 401,160 9.7%

Wisconsin 439,365 10.3%

Kentucky 248,337 8.3%




Vermont 47,757 9.6%


82 ©TNS 2012

Outgoing Mature Couples Population Projections Geographic Markets




Place of Residence:

Total Canada 1,649,502 12.3%

Ontario 996,045 11.1%

GTA 285,491 7.2%


Quebec 602,703 15.8%

Montreal 425,064 14.8%






Place of Residence:

Major US Markets


Boston 183,983 3.7%

Chicago 342,589 5.3%






Place of Residence:

Total US 4,694,736 4.7%

States:



Illinois 526,572 5.4%

Indiana 228,393 4.7%

Maryland 164,950 6.2%


Michigan 418,720 5.6%


New Jersey 253,770 4.4%

New York 406,031 3.0%

Ohio 444,097 4.8%


Virginia 336,245 8.1%


Kentucky 139,573 4.6%




Vermont 12,688 2.6%


83 ©TNS 2012

Family Memory Builders Population Projections Geographic Markets




Place of Residence:


Ontario 658,898 7.3%

GTA 252,578 6.4%


Quebec 197,669 5.2%

Montreal 164,725 5.7%






Place of Residence:

Total US 10,070,162 10.0%

States:



Illinois 955,403 9.8%

Indiana 669,880 13.9%

Maryland 373,376 13.9%


Michigan 647,917 8.6%


New Jersey 549,082 9.6%

New York 955,403 7.0%

Ohio 834,604 9.1%


Virginia 724,788 17.5%


Kentucky 417,302 13.9%




Vermont 98,835 19.9%





Place of Residence:

Major US Markets


Boston 483,192 9.8%

Chicago 582,027 9.1%



84 ©TNS 2012

Mellow Vacationers Population Projections Geographic Markets




Place of Residence:

Total Canada 1,211,108 9.1%

Ontario 842,510 9.4%

GTA 315,941 8.0%


Quebec 298,389 7.8%

Montreal 228,180 7.9%


Manitoba 70,209 13.0%




Place of Residence:

Major US Markets


Boston 807,405 16.4%

Chicago 965,376 15.0%






Place of Residence:

Total US 16,341,181 16.2%

States:


Delaware 87,761 12.7%

Illinois 1,404,183 14.5%

Indiana 631,882 13.1%

Maryland 649,435 24.3%


Michigan 1,316,422 17.5%

Minnesota 614,330 14.9%

New Jersey 982,928 17.2%

New York 2,018,513 14.9%

Ohio 1,386,631 15.1%

Pennsylvania 1,527,049 13.7%

Virginia 947,824 22.9%

Wisconsin 842,510 19.8%

Kentucky 596,778 19.9%


North Carolina 1,211,108 16.7%


Vermont 193,075 38.9%


85 ©TNS 2012

Nature Lovers Population Projections Geographic Markets




Place of Residence:

Total Canada 1,273,265 9.5%

Ontario 831,520 9.2%

GTA 265,047 6.7%


Quebec 379,381 9.9%

Montreal 259,850 9.0%


Manitoba 67,561 12.5%




Place of Residence:

Major US Markets


Boston 124,728 2.5%

Chicago 155,910 2.4%






Place of Residence:

Total US 3,928,932 3.9%

States:



Illinois 296,229 3.1%

Indiana 306,623 6.3%

Maryland 181,895 6.8%


Michigan 478,124 6.3%


New Jersey 109,137 1.9%

New York 379,381 2.8%

Ohio 348,199 3.8%


Virginia 192,289 4.7%






Vermont 10,394 2.1%


86 ©TNS 2012

Solitaries Population Projections Geographic Markets




Place of Residence:


Ontario 573,696 6.4%

GTA 307,337 7.8%


Quebec 239,040 6.3%

Montreal 198,062 6.9%






Place of Residence:

Major US Markets


Boston 341,486 7.0%

Chicago 389,294 6.1%






Place of Residence:

Total US 5,982,832 5.9%

States:



Illinois 662,482 6.8%

Indiana 218,551 4.5%

Maryland 341,486 12.8%


Michigan 389,294 5.2%


New Jersey 368,805 6.4%

New York 887,863 6.5%

Ohio 314,167 3.4%


Virginia 635,164 15.4%


Kentucky 102,446 3.4%




Vermont 47,808 9.6%


87 ©TNS 2012

Youthful Socializers Population Projections Geographic Markets




Place of Residence:

Total Canada 1,363,706 10.2%

Ontario 1,014,327 11.3%

GTA 518,434 13.1%


Quebec 281,757 7.4%

Montreal 214,136 7.4%


Manitoba 67,622 12.5%




Place of Residence:

Major US Markets


Boston 417,001 8.5%

Chicago 608,596 9.5%






Place of Residence:

Total US 9,906,593 9.8%

States:



Illinois 957,975 9.9%

Indiana 349,379 7.2%

Maryland 405,731 15.2%


Michigan 777,651 10.3%


New Jersey 698,759 12.2%

New York 1,420,058 10.5%

Ohio 788,921 8.6%


Virginia 631,137 15.3%

Wisconsin 462,082 10.9%

Kentucky 236,676 7.9%




Vermont 56,351 11.3%


Consumer Insight Research©TNS 2012 TNS Growth Map 3 Your business issues RTO7 is mandated to grow tourism to the Region. As one of Ontario‘s preeminent all-season outdoor and resort

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