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Understanding the Consumer’s Journey to CanadaAre we spending our
marketing/sales money in all the right places?
TOURISM’S MODEL: OLD THEORY
AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
76% of all purchase decisions are made
in-store
POPAI 2012 Study(Global Association for
Retail Marketing)
Communications at Point Of Sale have a huge influence on
consumers and often overturn original
brand choice
Canada has very high awareness and
consideration but when it comes to purchase stage,
we are vulnerable with 41% of consumers considering alternative destinations
Source: Insignia Research - Path-to-Purchase Study 2010
• Retail plays a huge role at point of purchase but also in evaluation and planning.
• Tour operators and online booking channels help consumers research prices, stimulate travel ideas, explore trip feasibility and get feedback from other travellers.
• Canada’s role here is to keep the conversation on Canada and not alternate destinations.
• Product and destination knowledge outranks price as to reasons why clients book their travel through a travel agent rather than online travel agencies or directly though the supplier
Source: Ensemble Travel Group Survey 2012
“Clients of travel agents book more trips, travel longer, and
spend more money.”
Source: Ensemble Travel Group Survey 2012
• In 2010, 28% of online bookers were interested in using a travel agent for their next trip, a 5% increase from 2008
• Simultaneously, the 53% of leisure travellers that used the Web to book their vacations in 2007 dropped to 46% in 2009
Source: Forrester Research 2010
KEY ACCOUNT MANAGEMENT
Selection Criteria:
• Ability to influence key accounts product/promotions• Product contracts—direct or through receptives• Growth Potential• Collateral and catalogues reflect Canada Brand/EQ• Consideration of SEC program• Leverage CTC marketing, logo, web linkages• Total Volumes to Canada/Percent of overall business
to Canada
KEY ACCOUNT MANAGEMENT
Selection Criteria:• Embrace CSP • Partner Marketing ratio on
investment• Brochure pages assigned to
Canada• Alignment of Canada priorities• Track and reporting results
Top 5 are A accounts, others B and CTotal Key Accounts: 200+
Canada Shared, Canada Squared Event
30+ Canadian Signature Experiences Collection introduced to the trade in London
Small roundtables with CSE’s and trade
Speed dating sessions with UK tour operators, media and CSP’s