Scotia Research to Tailor Your Experiences to Appeal to Regional - - PowerPoint PPT Presentation

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Scotia Research to Tailor Your Experiences to Appeal to Regional - - PowerPoint PPT Presentation

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Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors Tuesday, June 23, 2020 Presented by Anna Moran, Director of Research and Policy Heather Yule, Manager of Experience Development 1 Anna Moran,

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Use New Tourism Nova Scotia Research to Tailor Your Experiences to Appeal to Regional Visitors

Tuesday, June 23, 2020 Presented by Anna Moran, Director of Research and Policy Heather Yule, Manager of Experience Development

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Anna Moran, Director of Research and Policy, Tourism Nova Scotia

  • Anna leads Tourism Nova Scotia’s research programs to support evidence-

based decision making across the organization, strategic and business planning, and TNS’ performance measurement. Anna joined Tourism Nova Scotia in May 2014, following 20 years of experience in leveraging market research to inform strategic decision making.

  • Most recently, Anna worked with Efficiency Nova Scotia, where she developed

the organization’s market research practice.

  • Anna holds a Bachelor of Commerce degree from Mount Allison University.
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COVID-19 RESEARCH INSIGHTS

  • Tourism recovery
  • Nova Scotians travel within Nova Scotia
  • NB/PE residents travel to Nova Scotia
  • New NS/PE/NB traveller research
  • Resident sentiment

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TOURISM RECOVERY

3 Travellers

  • Can travel
  • Want to travel

Communities

  • Are welcoming
  • Restrictions

Industry

  • Able to be open
  • Health & safety
  • Staff

Traveller Demand Communities’ Welcome State of Industry

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TOURISM RECOVERY

  • Research indicates travellers will start to travel close to home
  • Nova Scotians spend:
  • $800 million on travel within Nova Scotia
  • $1.2 billion on travel outside of the province

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LOCAL TRAVEL FIRST

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TOURISM RECOVERY

  • Research indicates closer drive markets will be next
  • Does not depend on air capacity
  • One-half of visitors to NS are from Atlantic Canada
  • Atlantic Canadians spend about $400 million in Nova Scotia

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REGIONAL MARKETS NEXT

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TOURISM RECOVERY

  • Further away Canada
  • Air markets
  • US/Overseas markets
  • These markets have been important to tourism revenue

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FURTHER MARKETS LAST

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TRAVELLERS FROM NOVA SCOTIA

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TRAVELLERS FROM NOVA SCOTIA

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  • 5.5 million trips in 2018
  • 4.2 million same-day
  • 1.3 million overnight
  • $800 million in spending

48% 28% 15% 9% One night Two nights Three nights Four+ nights

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NOVA SCOTIAN TRAVEL PARTIES

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  • Nova Scotians most likely to travel alone, but a significant number of trips

are with other adults only (primarily couples), or with children

50% 34% 16% 0% 10% 20% 30% 40% 50% 60% Alone With adults With children

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TIMING OF TRIPS BY NOVA SCOTIANS

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Oct- Dec Jul- Sep Apr- Jun Jan- Mar Pleasure Visit Friends/Relatives Other

Total Trips Jan-Mar 1,038,000 Apr-Jun 1,361,000 Jul-Sep 1,671,000 Oct-Dec 1,442,000

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REGIONS VISITED

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50,000 151,000 583,000 591,000 646,000 1,481,000 1,837,000 Eastern Shore Yarmouth & Acadian Shores South Shore Cape Breton Island Northumberland Shore Bay of Fundy & Annapolis Valley Halifax

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TRAVELLERS FROM NEW BRUNSWICK & PRINCE EDWARD ISLAND

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TRAVELLERS FROM NB/PE

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  • 1.1 million overnight visitors to

Nova Scotia in 2019

36% 32% 17% 15% One night Two nights Three nights Four+ nights

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TRAVEL PARTIES FROM NB/PE

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28% 36% 14% 11% 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% Alone Couple Family with children Family adults

  • nly

With friends

  • Most visits are as a couple or alone
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TIMING OF VISITS FROM NB/PE

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242,200 364,500 273,300 228,500 Oct-Dec Jul-Sep Apr-Jun Jan-Mar

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REGIONS VISITED BY NB/PE VISITORS

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3% 4% 6% 12% 14% 35% 70% Yarmouth & Acadian Shores Eastern Shore Cape Breton Island Northumberland Shore South Shore Bay of Fundy & Annapolis Valley Halifax

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THE MARITIME TRAVELLER LANDSCAPE

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MARITIME TRAVELLER RESEARCH

  • Focus groups with travellers from

NS, NB, PE

  • Understand impact of COVID-19
  • Travel plans for 2020
  • Perceptions of NS

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INCREASED DIGITAL ADOPTION

  • COVID-19 restrictions drove consumers online
  • Increased comfort searching, booking, purchasing online
  • Online content is critical
  • Not just what you offer, safety information too

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OPPORTUNITY: OPTIMIZE YOUR ONLINE PRESENCE

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COVID-19 IMPACT ON TRAVEL

  • More planning, even for Maritime travel
  • Concern about cancellation
  • Crowd avoidance
  • Halifax a concern for some
  • Will travel once they feel safe to travel

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OPPORTUNITY: PROVIDE INFORMATION/ POLICIES TO MITIGATE TRAVEL CONCERNS

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NOVA SCOTIA HAS A STRONG REPUTATION

  • Stunning coastal landscape is foundational
  • Key strengths
  • Halifax is a large urban centre
  • Scenic driving
  • Lots to see and do
  • Better festivals/events
  • Can explore without having to drive too far

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OPPORTUNITY: PROMOTE YOUR STRENGTHS

NOVA SCOTIA DELIVERS ON MARITIME TRAVEL MOTIVATORS

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Beaches Road Tripping Experiencing the Great Outdoors Cottages, Cabins, Camping Fall Colours Shopping Exploring Small Towns/Villages Visiting Friends, Family Seafood Restaurants, Pubs Sports Competitions

Amusement Parks

Festivals, Concerts, Events Museums Historic Sites

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NOVA SCOTIA IS REASSURINGLY FAMILIAR

  • Nova Scotia is comfortable
  • Regional travellers tend to return to their regular places
  • Friends/family often informs where they go

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OPPORTUNITY: ENCOURAGE EXPLORATION BEYOND THE FAMILIAR

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SAFETY IS “TABLE STAKES”

  • Travellers do not know the safety rules
  • Need to know they will be kept safe
  • Information at all steps

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OPPORTUNITY: CLEARLY DEMONSTRATE SAFETY PROTOCOLS ARE IN PLACE

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FAMILY TRAVEL AN IMPORTANT CONSIDERATION

  • New Brunswick and PEI seen as stronger than Nova Scotia
  • Safety even more important for families

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OPPORTUNITY: FAMILY-FRIENDLY ACTIVITIES AND ATTRACTIONS

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COST: “KEEP IT REAL”

  • Regional travel seen as less expensive
  • Lower travel cost – don’t need to fly
  • Some rejection of overly expensive, luxury experiences
  • Important to demonstrate value

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OPPORTUNITY TO DEMONSTRATE VALUE

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WIDE RANGE OF HIGH APPEAL ACTIVITIES

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Highest Appeal/Consideration

  • Food & restaurants
  • Beaches
  • Cabot Trail
  • Halifax waterfront
  • Historic sites
  • Boating
  • Fall touring
  • Whale watching
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WIDE RANGE OF HIGH APPEAL ACTIVITIES

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High Appeal/Consideration

  • Hiking
  • Festivals
  • Glamping
  • Resorts
  • Lobster
  • Local food producers
  • Museums
  • UNESCO sites
  • Kayaking
  • Peggy’s Cove
  • Wineries
  • Shopping
  • Live music
  • Tidal bore rafting
  • Craft beer

OPPORTUNITY: LINK TO/LEVERAGE HIGH APPEAL ACTIVITIES

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RESIDENT SENTIMENT SURVEY

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RESIDENT SENTIMENT SURVEY

  • Weekly survey across Canada
  • 1,800 respondents
  • Weighted to be reflective of

Canadian population

  • Minimum of 200 responses from

each region of Canada each week (BC, AB, MN/SK, ON, QC, ATL)

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  • Respondents rate their level of agreement
  • I would welcome visitors travelling to my community from:
  • Other communities near me
  • Other parts of my province
  • Other parts of Canada
  • The United States
  • Other countries outside of the United States
  • Also asked about comfort with one’s community being advertised as a travel

destination

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RESIDENT SENTIMENT SURVEY

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RESIDENT SENTIMENT SURVEY

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  • Canadians most willing to

welcome visitors from within their own province

  • Less likely to be willing to

welcome visitors from outside their province

  • Feeling safe to travel and being

willing to welcome are related

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RESIDENT SENTIMENT SURVEY

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  • Opinions are similar regardless
  • f where one lives
  • Earlier on, rural residents of

Atlantic Canada were more welcoming than urban residents

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RESIDENT SENTIMENT SURVEY

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  • Canadians in general are happy to neutral about their community being

advertised as a vacation destination

  • Atlantic Canadians are middle of the pack
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Heather Yule, Manager of Experience Development, Tourism Nova Scotia

  • With over 15 years of marketing, communications and tourism development

experience, Heather nurtures strategic opportunities to grow Nova Scotia’s tourism economy.

  • Heather works with existing and emerging product areas and diverse

stakeholders across the province to influence the development of experiences.

  • Currently leading the Experience Development team, Heather has been with

Tourism Nova Scotia since 2007.

  • Previously she worked in marketing and communications with the Nova Scotia

Museum and holds a Public Relations Degree from Mount Saint Vincent University.

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DIFFERENTIATE IN THE MARITIME MARKET

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INSPIRE TRAVEL

Differentiate to encourage increased spending, overnight stays, and generate repeat visits. Consider:

  • Itineraries
  • Packages
  • Experiences

Leverage the above tools on your website, local destination marketing websites and NovaScotia.com

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ITINERARIES & STORIES

List of suggested things to do for travellers:

  • Organized by time

(48 hours in Mahone Bay)

  • Listicle

(Inverness: Top 10 Family Fun)

  • Inspirational

(Nova Scotia Bucket List)

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PACKAGES

Combine a minimum of two tourism

  • fferings at one price point, such as

tidal bore rafting tour and a meal. Packages are about providing value and convenience to travellers. Focus packages on preferred activities

  • f your target market, and ensure

elements of package align with your level of quality and visitor values.

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EXPERIENCES

  • Authentically connect visitors to Nova

Scotia places and people, such as chefs, fishers, farmers, artisans, guides, musicians, and storytellers to differentiate.

  • Offer added-value to activities that visitors

will pay a premium for, increasing tourism revenues.

  • Create and curate mix of activities and

services for a single price.

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Experiences are unique, hands-on activities where a visitor learns something by doing something with someone who lives here.

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ELEVATE PRODUCT TO AN EXPERIENCE

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ELEVATE A PRODUCT…

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…TO SERVICE…

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…TO AN EXPERIENCE

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TOP TEN TIPS

POSITION YOUR BUSINESS WITH COMPELLING REASONS TO VISIT NOW

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  • 1. FOCUS ON CUSTOMERS
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CREATE A CUSTOMER FOCUSED PACKAGE

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Customer Values Align Product Develop Package Describe Package Engaging Imagery Promote and Sell

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  • 2. LEAD WITH COMPELLING OFFER

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REDISCOVER: COMBINE FAMILIAR AND NEW

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  • 3. DIFFERENTIATE

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OFFER WHAT VISITORS CAN ONLY GET IN NS

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  • 4. AUTHENTICITY

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DINO DIG: FUNDY GEOLOGICAL MUSEUM

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5. DEMONSTRATE SAFETY

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GRAPE ESCAPES WINE TOURS

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6. WORTH THE ROAD TRIP

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7. PRICING

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PRIVATE ISLAND YURT FOR TWO

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8. EASY TO BUY

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WEBSITE

  • Easy to use, clear navigation
  • Online booking
  • Use your best photography and

video

  • Provide all relevant information
  • Search Engine Optimization

(SEO)

  • Mobile first
  • Update often

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9. FLEXIBLE CANCELLATION

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NOVASHORES ADVENTURES

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  • 10. READY TO MARKET

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ENGAGE WITH VISITORS

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WORD OF MOUTH AND SOCIAL MEDIA

  • Most influential and trusted

form of marketing

  • Turn your neighbours and

visitors into your best advocates

  • Engage with visitors before,

during, and after

  • Use hashtag

#VisitNovaScotia

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NOVA SCOTIA EXPERIENCE TOOLKIT

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TOURISMNS.CA/EXPERIENCETOOLKIT

Add your packaged experience ingredients:

  • your business goals and differentiators
  • types of travellers and motivators
  • experience development planning tools
  • industry best practices
  • marketing and sales insights

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EXPERIENCE VIDEOS AND TIP SHEETS

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A packaged experience doesn’t need to be complex, but it does need to be well planned, priced for profit and promoted!

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CONNECT WITH CUSTOMERS

Update Your NovaScotia.com Business Listing

  • The COVID-19 situation may have altered some aspects of your
  • perations
  • Update your business listing, packages, events and experiences on

NovaScotia.com to reflect your open/close dates, business hours, rates

  • Updates can be emailed to:

novascotia@novascotia.ca

https://www.tourismns.ca/news/intouch-blog/we-want-help-you- connect-customers-update-your-novascotiacom-business- listing

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SLIDE 78

New Tourism Digital Assistance Program – Apply Now!

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  • Enhance your online presence and connect with

potential customers.

  • Tourism Nova Scotia in partnership with Digital Nova

Scotia

  • Digital Nova Scotia will pair selected businesses with

consultants for services up to $5,000 in value.

  • Apply by: Wednesday, July 8, 4 pm

https://tourismns.ca/tourismdigitalassistanceprogram

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SLIDE 79

STAY CONNECTED!

  • Newsletter

Sign-up for inTouch

  • Twitter

Follow @TourismNS

  • LinkedIn

Follow Tourism Nova Scotia

  • Website

Visit tourismns.ca

  • COVID-19 Resources

tourismns.ca/coronavirus

  • Contact Business Development

TNSBusiness@novascotia.ca

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SLIDE 80

TOURISMNS.CA

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