2016 AHLA Convention & Tradeshow April 18, 2016 Methodology - - PowerPoint PPT Presentation
2016 AHLA Convention & Tradeshow April 18, 2016 Methodology Surveyed 973 people about their leisure travel, 528 about their business travel and the whole sample (1,501) about opinions on current issues affecting travel in Canada.
2016 AHLA Convention & Tradeshow April 18, 2016
Surveyed 973 people about their leisure travel,
528 about their business travel and the whole sample (1,501) about opinions on current issues affecting travel in Canada.
Overall margin of error of +/-2.5%, at a 95%
confidence interval.
Survey took place mid to end of January 2016.
HAC Travel Survey 2016
Regional sample and margin of error:
Atlantic
112 +/- 9.3
Quebec
Ontario
575 +/- 4.1
Prairies
250 +/- 6.2
BC + Territories
199 +/- 6.9
HAC Travel Survey 2016
HAC Travel Survey 2016
Compared with the travel for leisure you did in 2015, would you say that you will be doing more, the same or less in Canada in 2016?
12% 59% 23% 10% 62% 22% 11% 61% 22% 10% 57% 25% 15% 59% 20% 29% 55% 13% Less Same More AB 2016 Can 2015 2014 2013 2012
HAC Travel Survey 2016
45% 43% 39% 29% 29% 21%
36% 48% 45% 24% 27% 28%
Financial difficulties Cost of lodging Cost of dining out Energy costs Cost of air fare Job uncertainty 2016 AB
HAC Travel Survey 2016
24% 20% 18% 9% 8% 7% 5%
26% 29% 13% 10% 12% 5% 3%
Cheaper air fare Discount lodging Canadian $ Weekend pkg Draw for free weekend Luxury room at standard rate Free tickets 2016 AB
HAC Travel Survey 2016
26% 50% 15% 28% 48% 11% 22% 58% 14% 24% 58% 10% 24% 57% 11% 20% 61% 8% 19% 61% 14% 16% 57% 24% More Same Less AB 2016 2015 2014 2013 2012 2011 2010
HAC Travel Survey 2016
34% 23% 16% 20% 14% 11% 16% 30% 9% 24% 22% 21% 19% 15% 32% 26% 22% 32% 21%
Cost of air fare Worried about economy Tele/video conference Co in financial difficulty Cost of hotels
AB 2016 2015 2014 2013
HAC Travel Survey 2016
18% 11% 20% 14% 15% 9% 5% 10% 7% 5% 4% 20% 3% 8% 0%
Price gas/energy Retirement Budget cutbacks Travel Outside Cda & US
AB 2016 2015 2014 2013
HAC Travel Survey 2016
7% 10% 11% 12% 19% 22% 25% 33% 5% 0% 11% 22% 10% 24% 10% 14%
Less video conferences Job requirement Company growth Confidence in Cdn economy Travel less to US Price of gas Cost of air fare Canadian $
AB 2016
HAC Travel Survey 2016
27% 19% 18% 29% 22% 25% 25% 15% 19% 25% 16% 18% 19% 16% 19% 12% 10% 8%
in last year in last 6 months in last 3 months AB 2016 2015 2014 2013 2012
HAC Travel Survey 2016
What kind of influence have the following had on travelling less for business? (5= great deal of influence; 1=no influence at all) 18% 53% 20% 53% 25% 42% 23% 33% 20% 29% 25% 29% 23% 11% 27% 24% 20% 10% 14% 21% 13% 12% 9% 8% 5% 8% 16% 9% 16% 32% 8% 32% 13% 23% 18% 28% 27% World Economy World Economy AB U.S. Economy U.S. Economy AB Canadian Economy Canadian Economy… Air fare Air fare AB 5 4 3 2 1
HAC Travel Survey 2016
8% 59% 19% 9% 16% 47% 34% 4% 16% 46% 27% 10% 12% 48% 28% 10%
5 or more 2 -4 1 DK
AB 2016 2015 2014
HAC Travel Survey 2016
20% 8% 4% 34% 19% 14% 21% 10% 5% 31% 19% 13% 20% 11% 5% 28% 20% 15% 25% 10% 5% 28% 21% 17% 20% 9% 4% 34% 15% 17%
BC Alberta MB / SK Ontario Quebec Atlantic
2016 2015 2014 2013 2012
HAC Travel Survey 2016
HAC Travel Survey 2016
Both leisure and business travel projected to be down in 2016
Low Canadian dollar
leisure and business travel
now vacation in Canada
Video conferencing is down this year Canadian economy is having the most influence on business travel,
particularly with Alberta travelers
Leisure travel is down slightly in every province but Ontario and
Atlantic region
All travelers looking for cheaper air fair and discount accommodations
HAC Travel Survey 2016
HAC Travel Survey 2016
2% 13% 30% 16%
27% 4% 13% 30% 20% 20% 6% 15% 28% 21% 18% 4% 15% 28% 22% 19% 6% 16% 30% 19% 18%
Luxury Upscale Mid Mkt w Rest. Mid Mkt w/o Rest. Economy AB
2016 2015 2014 2013
HAC Travel Survey 2016
77% 8% 15% 77% 14% 9% 76% 15% 9% 77% 14% 10% 78% 12% 10%
Type you usually stay at More upscale than usual More downscale than usual AB 2016 2015 2014 2013
HAC Travel Survey 2016
7% 26% 36% 28% 2% 9% 33% 31% 26% 4% 8% 30% 31% 21% 10% 9% 33% 30% 19% 8% 11% 27% 29% 22% 11%
Less than $100 $100 to $125 $126 to $150 $151 to >$200 $200+ AB 2016 2015 2014 2013
HAC Travel Survey 2016
62% 38% 58% 42% 60% 40% 59% 41% 55% 45%
AB 2016 2015 2014 2013
HAC Travel Survey 2016
58% 42% 64% 36% 60% 40% 60% 40% 61% 39%
AB 2016 2015 2014 2013
HAC Travel Survey 2016
Midmarket with a restaurant is still the most popular
accommodation for leisure travelers.
More upscale and luxury accommodations down slightly The majority of business travellers expect to pay more than
$125 per night but less than $200
Both leisure and business travelers said they could get a
better rate from a third party booking service.
Leisure travelers in AB use 3rd party booking services more
than their business counterparts
HAC Travel Survey 2016
HAC Travel Survey 2016
All travellers were asked to rank the importance of brand, location and price
Nationally, 60% ranked PRICE first, up 8% over 2015
(70%)
(68%)
Nationally, 32% ranked LOCATION first, down 6% over 2015
(40%)
(27%)
Nationally, 8% ranked BRAND first, down 2% over 2015
(11%)
(5%)
HAC Travel Survey 2016
29% 23% 20% 9% 10% 31% 26% 23% 9% 6% State of Property Convenience Service Amenities Brand AB 2016
HAC Travel Survey 2016
AB 2016 2015 2014 2013 2012
15% 19% 15% 15% 20% 16% 70% 65% 67% 67% 62% 61% 5% 5% 1% 5% 3% 3%
Phone Internet No Reservation
HAC Travel Survey 2016
AB 2016 2015 2014 2013 2012
18% 22% 20% 23% 22% 21% 70% 62% 65% 60% 59% 64% 3% 5% 4% 5% 6% 5%
Phone Internet No Reservation
HAC Travel Survey 2016
Best hotel rate:
Can AB
58% 62%
42% 38%
70% (Can) and 77% (AB) of 3rd. party bookers would
book with hotel if given free amenities (e.g. free Wi-Fi, keyless entry, etc.)
Those booking with hotel directly:
HAC Travel Survey 2016
Best hotel rate:
Can AB
64% 58%
36% 42%
79% (Can) and 86% (AB) of 3rd. party bookers would
book directly with hotel if given free amenities (e.g. free Wi-Fi, keyless entry, etc.)
Those booking with hotel directly:
HAC Travel Survey 2016
AB 2016 2015 2014 2013 2012
84% 81% 81% 78% 77% 80%
HAC Travel Survey 2016
AB 2016 2015 2014 2013 2012
78% 77% 78% 69% 67% 72%
HAC Travel Survey 2016
AB 2016 2015 2014 2013 2012 43% 44% 43% 41% 44% 35%
HAC Travel Survey 2016
46% 39% 36% 47% 41% 35% 49% 43% 40% 48% 44% 39% 49% 49% 37%
Pool Upgrades Packages
AB 2016 2015 2014
HAC Travel Survey 2016
33% 53% 31% 48% 34% 57% 41% 57% 36% 59%
Pool Upgrades
AB 2016 2015 2014 2013
HAC Travel Survey 2016
65% 52% 28% 12% 15% 37% 20% 53% 41% 29% 16% 16% 32% 20% 57% 43% 30% 16% 15% 36% 24% 56% 42% 32% 13% 15% 29% 20%
Coffee Tea Local food Organic Gluten free Room service Kids eat free
AB 2016 2015 2014
HAC Travel Survey 2016
52% 31% 42% 54% 39% 49% 52% 35% 57% 45% 34% 50%
Coffee Tea Room service
AB 2016 2015 2014
HAC Travel Survey 2016
AB 2016 2015 2014 2013 64% 66% 65% 58% 55%
AB 2016 2015 2014 2013
49% 55% 54% 56% 53%
Leisure Business
HAC Travel Survey 2016
AB 2016 2015 2014 2013
89% 91% 91% 89% 87%
Leisure
AB 2016 2015 2014 2013 85% 83% 79% 77% 87%
Business
HAC Travel Survey 2016
AB 2016 2015 2014 2013
47% 44% 44% 42% 40%
2016 2015 2014 2013 2012
65% 62% 57% 56% 60%
Leisure Business
HAC Travel Survey 2016
Can AB
1.
Friendly Service 85% 82% 1
2.
Free wireless in the rooms 81% 82% 2
3.
Complementary breakfast 77% 78% 3
4.
Sound-proof room 77% 74% 5
5.
A location 5 minutes from work 74% 69% 7
6.
Easy access to outlets 74% 71% 6
7.
Free parking 71% 75% 4
8.
Well-lit room 71% 69% 8
9.
Restaurant/Bar 66% 64% 11
10.
Loyalty program/reward points 65% 67% 9
11.
Large work space in room 64% 62% 12
12.
Fridge in room 62% 65% 10
13.
Free shuttle 61% 59% 13
HAC Travel Survey 2016
Can AB
1.
Comfortable mattress 92% 91% 1
2.
Friendly service 91% 89% 2
3.
Free high speed/wireless 82% 81% 5
4.
Free breakfast 81% 84% 3
5.
Free parking 78% 82% 4
6.
Sound-proof room 73% 74% 6
7.
Location 5 minutes from things 72% 70% 8
8.
Refrigerator in room 66% 73% 7
9.
Hypoallergenic room 64% 47% 15
10.
Free shuttle/taxi service 56% 53% 10
11.
Free coffee 55% 65% 9
12.
Restaurant/bar 55% 49% 12
13.
Stylish décor 50% 42% 16
HAC Travel Survey 2016
Price more important than location or brand Reservations (business and leisure)
Free breakfast more important to leisure travellers than
business travellers
Even with Wi-Fi, iPad, etc., business centres still important for
4 in 10 business travellers
Loyalty programs are most important to business travellers, up
3% over 2015 to a 5-year high
Hotels can lure business and leisure travellers back to booking
with them directly:
HAC Travel Survey 2016
HAC Travel Survey 2016
47% 40% 28% 64% 37% 32% 60% 40% 33% 56% 33% 29% 53% 36% 26%
Hypo-allergenic rooms Green products
Certification Prog.
AB 2016 2015 2014 2013
HAC Travel Survey 2016
30% 28% 48% 43% 48% 47% 43% 44% 36% 26%
Green products Env. Certification Prog.
AB 2016 2015 2014 2013
HAC Travel Survey 2016
HAC Travel Survey 2016
65% 54% 47% 22% 17% 2% 73% 51% 41% 20% 12% 6% 77% 51% 41% 20% 9% 7% Hotel Websites On-line travel agents (Hotels.com) Other Websites (Tripadvisor, etc.) Reward Pts Websites Social Media Sites Hotel Aps for Smartphones
AB 2016 2015
HAC Travel Survey 2016
Can AB The web site of place you are staying 27% 25% Booking service (Expedia or Hotels.com) 19% 23% Previous travel experience 11% 14% Friends/relatives/word of mouth 9% 5% General Internet 8% 9% None/did not get information 5% 6% Comparison shopping site 3% 1% Web site maintained by prov/city visiting 2% 1% Ask Hotel Staff 2% 6% Travel agent 1% 1% Article/report in the media 1%
1% 1 Motor association (CAA, etc.) 1% 2% Blog posting 1% 2% Social media (Facebook, YouTube, Twitter) 1%
93% 87% 85% 88% 75% 89% 88% 86% 81% 78% 88% 87% 86% 81% 78% 90% 87% 84% 86% 75%
Look at photos Look for "specials" Amenities in the room Get maps/directions Comparison shop
AB 2016 2015 2014
HAC Travel Survey 2016
78% 68% 93% 26% 22% 75% 70% 60% 31% 13% 74% 72% 62% 32% 14%
Read testimonials Consult ratings Take a virtual tour Consult blogs Social media
AB 2016 2015
HAC Travel Survey 2016
73% 76% 43% 28% 8% 69% 69% 46% 23% 19% 72% 62% 50% 25% 14%
Hotel Websites On-line travel agents (Hotels.com) Other Websites (Tripadvisor, etc.) Reward Pts Websites Social Media Sites
AB 2016 2015
Hotel web site 32% 29% Company preferred suppliers 15% 16% None/no information 14% 13% Previous travel experience 13% 12% Travel agent 7% 5% Friends/relatives/word of mouth 6% 8% Travel guide 2% 5% Comparison shopping site 2% 4% Hotel apps for smart phones (i.e. iPhone, Android, Blackberry) 1% 0% Government/tourism authority 1% 2% Travel apps for smart phones (i.e. iPhone, Android, Blackberry) 1% 0% Can AB
86% 86% 86% 92% 90%
86% 82% 81% 79% 77% 86% 84% 81% 86% 80%
Look at photos Look for "specials" Amenities in the room Get maps/directions Shop about room rates
AB 2016 2015
67% 73% 68% 42% 42% 76% 69% 62% 38% 21% 78% 74% 64% 35% 21%
Read testimonials Consult ratings Take a virtual tour Consult blogs Social Media
AB 2016 2015
6% 2% 29% 63% 13% 2% 10% 75% 13% 1% 6% 80% 13% 1% 3% 82%
None of the above Travel agent only Internet and travel agent Internet
AB 2016 2015 2014
81% 12% 0% 6% 65% 29% 3% 3% 66% 29% 2% 3% 63% 29% 2% 6%
Internet Internet and travel agent Travel agent only None of the above
AB 2016 2015 2014
HAC Travel Survey 2016
Scale 1-5, 1 no influence, 5 great deal of influence, what kind of influence do these have
12% 18% 50% 56% 72% 17% 25% 49% 59% 77% 16% 22% 45% 54% 71% 77% 14% 20% 40% 52% 68% 75%
Social media Travel blogs Videos Read testimonials/ comments by… Star and diamond ratings on internet… Property location
AB 2016
HAC Travel Survey 2016
Scale 1-5, 1 no influence, 5 great deal of influence, what kind of influence do these have
23% 40% 26% 58% 65% 18% 57% 25% 52% 76% 24% 47% 31% 55% 74% 76% 14% 45% 25% 46% 65% 78%
Social media Videos Travel blogs Read testimonials/ comments by previous travelers Star and diamond ratings on internet booking services Property location
AB 2016 2015 2014
HAC Travel Survey 2016
Communicate with family and friends 62% 65% Check the weather 59% 69% Use GPS/get directions 51% 55% Check departure & arrival times 39% 44% Get tourism information (when attractions/stores
35% 37% Check/update Facebook 35% 42% Book hotels 20% 17% Make a restaurant reservation 17% 18% Buy entertainment tickets (movie, sports, shows, etc.) 16% 18% Hail a cab/call for a cab 15% 16% Book air/train/bus travel 11% 14% Tweet 10% 7% CAN AB
HAC Travel Survey 2016
Find a location
74% 78%
Book a hotel
71% 74%
Find a reservation
63% 60%
Make a hotel reservation
63% 65%
Call for reservations, support
60% 67%
Link to full website
53% 55%
View loyalty program details
53% 65%
Search and view packages
46% 37%
City guides
45% 43%
Share feedback on a recent stay
34% 37%
Make a spa reservation
32% 30%
Access mobile-only offers
32% 36%
CAN AB
HAC Travel Survey 2016
Use of Smart Phones when travelling up Young travellers heavy Smart Phone users Website of place staying=most important source of info Older business travellers rely on previous travel experience Use Internet to look at photos & look for a deal Maps/directions critical More booking through on-line travel agent than with hotel but
would change if offered free amenities
Ratings and testimonials=big impact choice of property
HAC Travel Survey 2016
HAC Travel Survey 2016