2014 tourism research wine country ontario visitor survey · 2014 tourism research wine country...

STRICTLY PRIVILEGED AND CONFIDENTIAL

Prepared by:

Innovative Research Group, Inc.Toronto • Vancouver • Calgary

www.innovativeresearch.ca

December 2014 :: Final Report ::

2014 Tourism Research

Wine Country Ontario Visitor Survey

Prepared for:

Wine Council of Ontario4890 Victoria Ave. NorthVineland Station, ON LOR 2E0

Research Objective

Innovative Research Group (INNOVATIVE) was commissioned by the Wine Council

of Ontario (WCO) to conduct the 2014 WCO Visitor Survey.

The intercept survey was designed to determine the make-up and behavior of

visitors to Ontario wineries and included the following topics:

1. Segmentation: age, gender, origin, lifestyle

2. Wine Habits and Attitudes: general purchasing habits of visitors

3. Winery Experience: specifics on attendance, transportation and activities

4. Planning: time to plan, method and way-finding

5. Wine Country Experience: endorsement and likelihood to return

2

3

Key Finding OverviewVisitor Type• 84% of all visitors to wineries are from Ontario. 24% local and 60% from the rest of Ontario. On average, the GTA

represent 24% of all visitors to Ontario wineries. 10% are international visitors (an estimated 9% of all visitors come from the US).

Winery Experience• Most (87%) of respondents arrived at the winery by car. Tour buses are most common in Niagara-on-the-Lake

region and least common in South Coast region.

• Leisure entertainment is the most cited reason for visiting the winery. However, the reason differs depending on the respondents’ age-gender group and place of origin.

• First-time visitor to the winery is most commonly seen in Prince Edward County region (64%) and least common in Lake Erie North Shore & Pelee Island region (41%).

Winery Trip Planning• “Past experience” (25%) is the most used planning tool, followed by word of mouth (15%).

Wine Country Experience• Majority (73%) of the respondents would return to Ontario wine region within a year. The likelihood of re-visit

decreases significantly for non-Ontarian respondents.

Likelihood to Recommend• Ontario wineries receive strong recommendation with a net promoter score of +65%.

Winery Region% of Female

AVG AGE: Estimated

Average AgeVISITOR TYPE:

AVG SPEND (Est.; 750 ml)

Avg spending on a bottle of wine

WINE PURCHASE(Bottle/past 4 wks)

VISIT WITH: TRANSPORTATION:LENGTH OF STAY:(Estimated avg.)

WINERYACTIVITY:

VISITED THIS WINERY:(Estimated avg.;

Including this visit)

PURCHASED WINE @ WINERY:

DECISION TO VISIT:

# of Winery Visited This trip:(Estimated avg.)

1st-TIME VISITOR:

PLANNING TOOLS

COMMUNICATION CHANNEL

1. .2. .3. .4. .

WINERY ENDORSEMENT: (Net Promoter Score)

Regional Endorsement

LENGTH OF TRIP:

TRIP ACTIVITY:

1. .2. .3. .

LIKELY TO RETURN TO ONTARIO WINE REGION:

VISITED ONTARIO WINE REIGON BEFORE:

VISITED NON-ONTARIOWINE REGION BEFORE:

Arrived in cars

Arrived in Tour bus

4

LocalVisitor

GTA Visitor

Ontario Visitors

Canadian/

non-ONvisitor

Int’l & US visitorLocal GTA

Spouse Family FriendsFriends

Note: Numbers appearing in brackets ( ) are the averages across the wine regions

Length of time stayed in the winery

Top 3 activities participated at the winery

Average number of visits that the respondents have paid the winery

% of respondents who bought wine at the winery

Top 3 reasons for visiting the winery

Average number of wineries that the respondents plan to visit during the trip

% of respondents who are visiting the winery for the first time

Top 4 tools that trip planners used to plan the trip

Top 4 communication channels that trip planners found useful

(% of Promoters) – (% of Detractors); For the winery being visited

(% of Promoters) – (% of Detractors); For the wine region being visited

The length of the current trip to the wine region

The likelihood of returning to any Ontario wine region within 12 months

% of respondents who have visited any Ontario wine region before

% of respondents who have visited any wine region outside of Ontario before

Top 3 activities that the respondents participated in during the current trip

Volume of wine purchase in the past four weeks (not winery purchases)

Regional Dashboard Legend

Niagara Escarpment Twenty Valley

66%(66%)

AVG AGE:

44VISITOR TYPE:


$18.50($17.45)


VISIT WITH: TRANSPORTATION:LENGTH OF STAY:

(Estimated avg)

WINERYACTIVITY:

1. Sample wine 82% (85%)

2. Wine tour 12% (14%)

3. Structured Tasting 12% (7%)

VISITED THIS WINERY:(Estimated avg.; Including this visit)


DECISION TO VISIT:

1. Planned 56% (64%)

2. Part of Wine Tour 15% (10%)

3. Chance 15% (13%)


1st-TIME VISITOR:

PLANNING TOOLS

1. Past experience 39% (43%)

2. Word of mouth 27% (26%)

3. WCO guide 15% (11%)

4. WCO website 5% (6%)


1. Websites 33% (29%)

2. Printed resources 30% (26%)

3. Road signs 28% (19%)

4. Mobile Apps 7% (5%)

WINERY ENDORSEMENT (Net Promoter Score):

Regional Endorsement(Net Promoter Score):

LENGTH OF TRIP:

TRIP ACTIVITY:

1. Dine locally 63% (58%)

2. Hotel/B&B 26% (34%)

3. Shopping 24% (32%)




90%(88%)

7%(7%)

5

23%(27%)

32%(21%)

67%(58%)

4%(7%)

10%(9%)

Local GTA

5%(7%)

31%(34%)

24%(23%)

19%(16%)

20%(22%)

35%(35%)

24%(28%)

38%(32%)

Friends

73%(76%)

2.9(3.1)

3.1 (2.7)

57% (56%)

+64% (+65%)

69% (68%) 62% (57%)


Times

37(40)

Min.

69%(51%) Day Trip

77% (75%)

+74% (+76%)

0 1-4 5-9 9-12 12+

Wineries

Niagara-on-the-Lake62%(66%)

AVG AGE:

43VISITOR TYPE:


$18.04($17.45)



(Estimated avg)

WINERYACTIVITY:


2. Wine tour 25% (14%)

3. Have a meal 12% (18%)



DECISION TO VISIT:

1. Planned 64% (64%)


3. Chance 8% (13%)


1st-TIME VISITOR:

PLANNING TOOLS



3. WCO guide 14% (11%)



1. Websites 42% (29%)


3. Road signs 17% (19%)

4. Social Media 5% (5%)


REGIONAL ENDORSEMENT:

LENGTH OF TRIP:

TRIP ACTIVITY:


2. Hotel/B&B 51% (34%)

3. Shopping 44% (32%)




83%(88%)

11%(7%)

6

14%(27%)

28%(21%)

55%(58%)

7%(7%)

24%(9%)

Local GTA

8%(7%)

38%(34%)

22%(23%)

16%(16%)

20%(22%)

43%(35%)

27%(28%)

27%(32%)

Friends

70%(76%)

2.7(3.1)

63% (56%)

+62% (+65%)

49% (75%)

39% (68%) 53% (57%)


Times

40(40)

Min.

42%(51%) Day Trip

+77% (+76%)

0 1-4 5-9 9-12 12+

2.7 (2.7)

Wineries

Prince Edward County

59%(66%)

AVG AGE:

45VISITOR TYPE:


$18.83($17.45)



(Estimated avg)

WINERYACTIVITY:


2. Have a meal 26% (18%)

3. Food pairing 8% (7%)



DECISION TO VISIT:

1. Planned 83% (64%)

2. Chance 5% (13%)

3. Last-min decision 4% (7%)


1st-TIME VISITOR:

PLANNING TOOLS



3. WCO guide 9% (11%)



1. Websites 20% (29%)


3. Road signs 3% (19%)

4. Advertising 3% (8%)



LENGTH OF TRIP:

TRIP ACTIVITY:


2. Hotel/B&B 42% (34%)

3. Shopping 36% (32%)




86%(88%)

5%(7%)

7

10%(27%)

32%(21%)

78%(58%)

9%(7%)

2%(9%)

Local GTA

4%(7%)

24%(34%)

25%(23%)

18%(16%)

28%(22%)

37%(35%)

28%(28%)

35%(32%)

Friends

78%(76%)

2.7(3.1)

64% (56%)

+53% (+65%)

61% (75%)

82% (68%) 66% (57%)


Times

39(40)

Min.

36%(51%)

Day Trip

+78% (+76%)

0 1-4 5-9 9-12 12+

3.4 (2.7)

Wineries

Lake ErieNorth Shore

& Pelee Island

65%(66%)

AVG AGE:

48VISITOR TYPE:


$14.54($17.45)



(Estimated avg)

WINERYACTIVITY:


2. Have a meal 20% (18%)

3. Wine Tour 8% (14%)



DECISION TO VISIT:

1. Planned 77% (64%)




1st-TIME VISITOR:

PLANNING TOOLS



3. WCO guide 10% (11%)




2. Websites 29% (29%)

3. Road signs 19% (19%)




LENGTH OF TRIP:

TRIP ACTIVITY:


2. Shopping 37% (32%)

3. Hotel/B&B 32% (34%)




86%(88%)

9%(7%)

8

51%(27%)

3%(21%)

37%(58%)

3%(7%)

9%(9%)

Local GTA

6%(7%)

32%(34%)

22%(23%)

17%(16%)

23%(22%)

27%(35%)

28%(28%)

34%(32%)

Friends

78%(76%)

4.3(3.1)

41% (56%)

+75% (+65%)

71% (75%)

70% (68%) 56% (57%)


Times

40(40)

Min.

49%(51%)

Day Trip

+82% (+76%)

0 1-4 5-9 9-12 12+

2.8 (2.7)

Wineries

Emerging Regions / South Coast

78%(66%)

AVG AGE:

47VISITOR TYPE:


$17.35($17.45)



(Estimated avg)

WINERYACTIVITY:


2. Have a meal 24% (18%)

3. Wine Tour 18% (14%)



DECISION TO VISIT:

1. Planned 38% (64%)

2. Chance 32% (13%)



1st-TIME VISITOR:

PLANNING TOOLS



3. WCO guide 5% (11%)



1. Road signs 30% (19%)


3. Websites 21% (29%)




LENGTH OF TRIP:

TRIP ACTIVITY:


2. Shopping 21% (32%)

3. Hotel/B&B 20% (34%)




96%(88%)

1%(7%)

9

36%(27%)

12%(21%)

54%(58%)

10%(7%)

1%(9%)

Local GTA

10%(7%)

45%(34%)

23%(23%)

11%(16%)

12%(22%)

34%(35%)

31%(28%)

23%(32%)

Friends

79%(76%)

3.1(3.1)

53% (56%)

+63% (+65%)

68% (75%)

77% (68%) 48% (57%)


Times

45(40)

Min.

62%(51%)

Day Trip

+69% (+76%)

0 1-4 5-9 9-12 12+

1.5 (2.7)

Wineries

Methodology

• These are the findings of an Innovative Research Group (INNOVATIVE) tablet enabled intercept study conducted for the Wine Council of Ontario. The survey was conducted from August 29th to October 19th, 2014.

• The tablet enabled intercept study is based on 2,330 valid intercepts completed by qualified respondents.

• Survey interviews occupied approximately 7 minutes.

• 321 intercepts were removed from the dataset because the respondents had completed the survey at another winery.

• Winery visitors were randomly approached and invited to participate in the intercept study.

• A probability sample of this size would have an estimated margin of error of ±1.04%, 19 times out of 20.

• The margin of error will be larger within each sub-grouping of the sample.

Note: Graphs may not always total 100% due to rounding values rather than any error in data. Sums are added

before rounding numbers.

10

WCO’s boots on the ground:Huff Estates, Prince Edward CountySeptember 2014

Estimating Averages

11

Estimated averages were calculated for the following five questions: 1. Age; 2. Spending per bottle of wine; 3. Length of stay at the winery; 4. Number of visits to the winery; and 5. Number of wineries visited or planned to visit on that day.

The calculation steps are as follows:

1. Calculate mid-points for each of the possible responses.

• For example, there are three possible responses to the question of age : 19-34, 35-54 and 55+. The mid-points are 26.5 and 44.5 for the first two responses, and assumed to be 60 for the third response.

2. Multiply the mid-points by the proportion of respondents that fall into each response, then add the products.

• For example, 24%, 44%, and 32% of total respondents fall into the three age groups listed above, respectively. Thus, the calculations are: (26.5 x 0.24) + (44.5 x 0.44) +

(60 x 0.32).

3. The estimated average age of respondents is therefore (6.36 + 18.58 + 19.2) = 44.5

12

Visitor Segmentation

26%22%

19%

26%

8%

NETV PEC LENS NOTL ERSC

Survey Sample Size: by region and date

13

Niagara Escarpment and

Twenty Valley(NETV)

Niagara-on-the-Lake

(NOTL)

Prince Edward County(PEC)

Lake Erie North Shore & Pelee

Island(LENS)

Emerging Regions/South

Coast(ERSC)

Total

Week 1 N/A 113 236 N/A N/A 349

Week 2 N/A 106 N/A 119 N/A 225

Week 3 N/A 169 N/A 56 N/A 225

Week 4 29 N/A 159 78 55 321

Week 5 95 N/A 116 64 81 356

Week 6 204 N/A N/A 63 53 320

Week 7 60 145 N/A N/A N/A 205

Week 8 207 67 N/A 55 N/A 329

Total 595 600 511 435 189 2330

Wine Region breakdown

Week-by-week breakdown

Participating Wineries

14

Niagara Escarpment and Twenty Valley

(NETV)

Niagara-on-the-Lake (NOTL)

Prince Edward County (PEC)

Lake Erie North Shore & Pelee Island

(LENS)

EmergingRegions/South Coast

(ERSC)

13th Street Winery Between the Lines Black Prince Winery Colio Blueberry Hill Estates

Angels Gate Cattail Creek CasaDea Estates Coopers Hawk Bonnie Heath

Calamus Estate Château des Charmes Closson Chase Oxley Burning Kiln

Cave spring Cellars Coyotes Run Harwood Estate Pelee Island Quai du Vin

Creekside Estate Diamond Estates Huff Estates Sprucewood Villa Nova

Fielding Estatae Frogpond Farm Norman Hardie Viewpointe

Flat Rock Cellars Inniskillin Rosehall Run

Foreign Affair Winery JacksonTriggs Sandbanks Estate

Good Earth Vineyard Konzelmann The Grange

Greenlane Estate Peller Waupoos Estate

Hernder Estate Pillitteri

Kacaba Vineyards PondView Estate

Megalomaniac Ravine Vineyard

Mike Weir Winery Reif Estate

Peninsula Ridge Small Talk Vineyards

Puddicombe Estate Southbrook

Rockway Vineyards Stratus

Rosewood Estates Strewn Winery

Tawse Winery Sunnybrook

Vieni Trius Winery

Vineland Estates

7%16% 13%

17%

28%

19%

M 19-34 M 35-54 M 55+ F 19-34 F 35-54 F 55+

Age-Gender

= 36% = 64%

Demographics: Visitor Profile

15

6%

33%

23%17%

8%13%

Zero

1 to

4

5 to

8

9 to

12

13 t

o 1

6

Mo

reth

an 1

6

Wine Purchased over Past Month

(# of bottle)

3%

34%43%

19%

<$10 $10 to<$15

$15to<$20

$20+

Price Range

($/750ml bottle)

Visitor Type

24%

60%

6%10%

Ontario (non-local)

LocalCanada (non-

Ontario)

US + International

80%

42%

23%

10%

9%

4%

2%

6%

LCBO

Winery

Restaurant or bar

Grocery/ “Big box” store

Wine rack

Bottle-your-own-wine…

Winery’s web site

Other

Location of Purchase

16

US and International Visitors: 85% of foreign visitors come from the US; 61% of them visit Niagara-on-the-Lake

18%16%

14%9%

8%6%

3%3%3%3%2%2%1%1%1%1%1%1%1%

5%

New York State

Michigan

Ohio

Other US States

Pennsylvania

Florida

Australia

England/UK

California

Illinois

New Jersey

Texas

France

Germany

Scotland

Indiana

Maryland

Massachusetts

North Carolina

Other

8%

19%15% 18%

24%17%

Age-Gender

16%

61%

5%17%

0%

NETVNOTLPECLENSERSC

Wine Region

Of the foreign visitors to Ontario wineries, an estimated 85% come from the US (an estimated 9% of all visitors)

Ontario Visitors: One-quarter of all winery visitors from GTA; Toronto visitors represent a much younger demographic

17

15%

6%10% 9%

15%18%

13%9%

2%

CentreToronto

Outer Toronto West MetroBelt

North/EastMetro Belt

SouthWest South Central East Central North

Where are you visiting from?[Showing all visitors from Ontario/Non-local]

Q

Ontario-wideCentre Toronto

Outer Toronto

West Metro Belt

North/East Metro Belt

SouthWestSouth

CentralEast Central North

M 19-34 8% 19% 14% 6% 6% 6% 4% 11% 3% 0%

M 35-54 16% 15% 16% 20% 22% 10% 17% 15% 17% 9%

M 55+ 12% 7% 15% 8% 12% 13% 10% 19% 11% 32%

F 19-34 18% 32% 23% 17% 11% 13% 17% 15% 14% 9%

F 35-54 28% 21% 11% 36% 34% 30% 33% 19% 32% 27%

F 55+ 19% 6% 21% 13% 16% 29% 20% 21% 24% 23%

40% of all Ontario winery visitors are from the GTA (an estimated 24% of all visitors)

Age-Gender Breakdown by Ontario Region

Ontario (Non-local) Visitors: Proportion of GTA visitors differs across wine regions

18

Total

Niagara Escarpment and Twenty

Valley

Niagara-on-the-Lake

Prince Edward County

Lake Erie North Shore

& Pelee Island

Emerging Region/ South

Coast

Centre Toronto 15% 14% 20% 20% 4% 6%

Outer Toronto 6% 7% 8% 6% 1% 3%

West Metro Belt 10% 16% 12% 4% 3% 10%

North/East Metro Belt 9% 9% 10% 11% 1% 3%

South West 15% 8% 10% 2% 67% 30%

South Central 18% 29% 19% 5% 7% 38%

East 13% 3% 7% 33% 4% 0%

Central 9% 7% 7% 15% 4% 2%

North 2% 1% 2% 1% 4% 1%

GTA 40% 47% 50% 41% 9% 22%

GTA (%, Total Visitors)

24% 32% 28% 32% 3% 12%

Ontario (non-local) Visitors

19

2%9%

6%

15%

10%13%

18%15%

9%

Overall, 60% of all out of town winery visitors come from Ontario. Including local visitor, a total of 84% of all winery visitors come from Ontario.

Among out of town visitors from Ontario, 40% come from the GTA (or 24% of all winery visitors)

NETV Regional Visitor Type: Non-local Ontarians most common; 1-in-3 from the GTA

20

23%

67%4%

6%

Ontario (non-local)

Local

Canada (non-Ontario)

US + International

31%

19%

6%

5%

6%

GTA

South Central

South West

Central

Other

1%1%1%

3%

Ohio

New York State

Florida

Other

1%

1%

1%

1%

AB

QC

NS

Other

Ontario (non-local):

Canada (non-Ontario):

US + International

Note: “Local” is based on respondents’ self-assessment of whether or not they are from the region.

Total out of town visitors:

NOTL Regional Visitor Type: More than a quarter from GTA; NY State is the single largest source of int’l visitors

21

14%

55%

7%

24%

Ontario (non-local)

Local


US + International

28%

10%

6%

4%

7%

GTA

South Central

South West

Central

Other

5%4%

2%12%

New York State

Ohio

Pennsylvania

Other

4%

1%

1%

1%

QC

AB

BC

Other



US + International



PEC Regional Visitor Type: 1-in-3 visitors from the GTA, 1-in-4 from Eastern Ontario

22

10%

79%

9%2%

Ontario (non-local)

Local


US + International

33%

26%

12%

4%

4%

GTA

East

Central

South Central

Other

1%

2%

Michigan

Other

6%

1%

1%

1%

QC

NB

BC

Other



US + International



LENS Regional Visitor Type: Half of the visitors are local; 1-in-4 visitors from South West Ontario;

23

51%

37%

3%9%

Ontario (non-local)

Local


US + International

25%

3%

3%

2%

7%

South West

GTA

South Central

East

Other

6%

3%

Michigan

Other

1%

1%

1%

BC

MB

Other

Note: The Kitchener-Waterloo region is categorized in the “South Central” region of Ontario.“Local” is based on respondents’ self-assessment of whether or not they are from the region.



US + International


ERSC Regional Visitor Type: More than 1-in-3 visitors are local; about 1-in-5 are from South Central Ontario

24

36%

54%

10%1%

Ontario (non-local)Local


US + International

21%

16%

12%

5%

South Central

South West

GTA

Other

1%New York State

1%

1%

1%

7%

AB

BC

YK

Other



US + International



25

Winery Experience

26

Winery ExperienceCompanion and Mode of Transportation:• More than one-in-three respondents visit wineries with only their spouse or significant other. Close to half of the

foreign visitors visit with only their spouse or significant other.

• Over one-in-four respondents visit with family members, friends, or both.

• The majority (87%) reach the winery by automobile. Tour buses account for less than one-tenth (7%) of respondents.

• Tour buses are most common in NOTL (11%) and least common in ERSC (1%)

Primary Reason to Visit a Winery:• Leisure/entertainment (53%) is the most cited reason, followed by obtaining unique wine (17%) and vacation (16%).

• Older cohorts are more likely to visit wineries to obtain wines unavailable elsewhere.

• Females age 19 to 34 are more likely to visit the winery as part of a personal vacation.

Activities at a WineryPrimary Activity

• Most (85%) respondents participate in sampling wine. (NETV 82%; NOTL 86%; PEC 92%; LENS 82%; ERSC 83%).

Secondary Activity

• Secondary activity differs across visitor types, wine regions and age groups.

27

Winery Experience (Continued)Time Spent at a Winery• A plurality (30%) of respondents spent 15 to 30 minutes at the winery. Estimated average length of stay is 40 minutes.

• Local respondents are most likely to spend less than 15 minutes at a winery; Canadians from outside of Ontario are most likely to spend over an hour.

• Respondents who stay over an hour are most common in ERSC (34%) and least common in NETV (19%).

Wine Purchase at a Winery• Three-quarters (75%) of the respondents bought wine to take home.• The likelihood to buy varies across age-gender groups, wine region and visitor types:

• Age-gender: Males aged 19 to 34 have the lowest likelihood (64% vs. 74% to 77% for other groups).• Wine region: The likelihood is close to 80% in PEC, LENS and ERSC vs. 73% in NETV and 70% in NOTL.• Visitor type: The likelihood is lowest among local visitors (69%) and highest among non-local Ontarian

(78%).

Prior Visit to the Winery• More than half (56%) of the respondents are first-time visitors.

• The 19-to-34 age group has the highest proportion of first-time visitors for both male (71%) and female (66%).

• The proportion of first-time visitors is highest in PEC (64%) and NOTL (63%) and lowest in LENS (41%).

Visit to Other Wineries• Estimated average number of wineries to visit in a single day is 2.8.

• Multiple-winery visits are most common in PEC (74%) and least common in ERSC (26%).

28

QHow many people are you visiting the winery with today and what’s your relationship to them?[asked of all respondents]

Respondent’s Companion: “Romantic getaway” is most common in NOTL; LENS is all about “Friends”

Relationship to Respondent Total NETV NOTL PEC LENS ERSC

Significant Other 36% 35% 43% 37% 27% 34%

Family members 27% 24% 26% 28% 29% 31%

Friends 33% 38% 27% 35% 39% 23%

Clients/Business 2% 1% 2% 1% 0% 5%

Colleagues 3% 2% 2% 3% 3% 5%

Note: Total number does not add up to 100% because there are overlaps between relationship categories, except for “significant other only”.

29

Q

Mode of Transportation: Automobile is most popular; tour bus is most common for non-Canadians and in ERSC

“Walk” (<1%) not shown

How did you get to the winery today?[asked of all respondents]

Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l

NETV NOTL PEC LENS ERSC

Automobile 87% 88% 87% 91% 83% 90% 83% 86% 86% 96%

Cycle 3% 2% 3% 3% 1% 1% 4% 5% 2% 1%

Tour bus 7% 6% 7% 4% 14% 7% 11% 5% 9% 1%

Limousine 2% 2% 2% 0% 1% 2% 2% 3% 2% 0%

Other 1% 1% 1% 1% 0% 1% 1% 0% 1% 2%

Visitor Type Wine Region

87%

7%

3%

2%

0%

1%

Automobile

Tour bus

Cycle

Limousine

Walk

Other

30

Q

Primary Reason for Visit : Obtaining wine more common for older cohorts; Leisure/entertainment for younger cohorts

Total M 19-34 M 35-54 M 55+ F 19-34 F 35-54 F 55+ LocalOntario/

Non-Local

Canada/ Non-Local

US + Int'l

To obtain wine not available in the LCBO or local wine retailer

17% 11% 20% 22% 13% 15% 19% 22% 17% 12% 8%

To see how wine is produced

3% 4% 3% 3% 2% 2% 3% 2% 3% 3% 3%

As part of a personal vacation

16% 16% 15% 17% 21% 14% 17% 6% 16% 36% 34%

Leisure /entertainment 53% 57% 49% 46% 53% 59% 49% 56% 54% 42% 46%

As part of a business event or function

3% 2% 4% 5% 2% 2% 2% 4% 3% 1% 3%

Other 8% 10% 9% 7% 9% 7% 10% 10% 8% 6% 5%

Age-Gender Visitor Type

“Don’t know/Refused” (<1%) not shown

And what was your primary reason for your visit to this winery today? [asked of all respondents]

31

QWhat type of activities did you do at the winery today?[asked of all respondents]

Activities at Winery: Primary activity is sampling wine; Secondary activities vary.


Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l NETV NOTL PEC LENS ERSC 19-34 35-54 55+

Sample wine 85% 77% 87% 94% 89% 82% 86% 92% 82% 83% 88% 86% 83%

Have a meal 17% 18% 16% 25% 14% 10% 12% 26% 20% 24% 17% 14% 12%

Participate in a wine tour

14% 10% 14% 18% 22% 12% 25% 7% 8% 18% 8% 8% 8%

Food pairing 8% 6% 8% 8% 9% 10% 11% 8% 3% 3% 15% 17% 18%

Structured tasting 7% 6% 7% 9% 7% 12% 7% 4% 4% 6% 1% 2% 2%

Special event 1% 1% 2% 1% 0% 2% 1% 1% 1% 4% 5% 4% 5%

Other 5% 6% 5% 3% 3% 4% 3% 7% 2% 11% 3% 5% 7%

None of the above 5% 0% 0% 0% 0% 6% 4% 2% 11% 5% 6% 8% 7%

AgeWine RegionVisitor Type

Time Spent at Winery: 15 to 30 minute stays are most common; >40-minute stays are most common in ERSC

32

Q

Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l


Less than 15 minutes 13% 21% 11% 6% 8% 14% 13% 10% 14% 15%

15 minutes to less than 30 minutes 30% 25% 31% 26% 31% 32% 29% 37% 25% 20%

30 minutes to less 45 minutes 23% 18% 24% 23% 27% 24% 24% 20% 25% 19%

45 minutes to less than 1 hour 11% 12% 10% 15% 9% 10% 9% 10% 14% 13%

1 hour or more 24% 24% 23% 29% 25% 19% 26% 23% 23% 34%


How much time did you spend at this winery today?[asked of all respondents]

13%

30%23%

11%

24%

Less than 15minutes

15 to 30 minutes 30 to 45 minutes 45 minutes to < 1 hr 1 hr or more

33

QDid you buy any wine to take home at this winery?[asked of all respondents]

Wine Purchase at Winery : Majority made a purchase

“Refused” (1%) not shown

TotalM 19-

34 M 35-

54 M 55+ F 19-34 F 35-54 F 55+ NETV NOTL PEC LENS ERSC Local

Ontario/ Non-Local

Canada/ Non-Local

US + Int'l

Yes 75% 64% 75% 75% 77% 76% 74% 73% 70% 78% 78% 79% 69% 78% 73% 70%

No 24% 35% 23% 24% 22% 22% 25% 26% 29% 21% 19% 20% 28% 21% 27% 28%

Age-Gender Wine Region Visitor Type

75%

24%

No

Yes

TotalM 19-

34 M 35-

54 M 55+ F 19-34 F 35-54 F 55+ NETV NOTL PEC LENS ERSC Local

Ontario/ Non-Local

Canada/ Non-Local

US + Int'l

First time 56% 71% 53% 44% 66% 57% 51% 57% 63% 64% 41% 53% 35% 60% 67% 75%

Once 12% 5% 13% 13% 10% 14% 13% 11% 10% 11% 15% 19% 13% 13% 10% 10%

Twice 7% 5% 9% 8% 5% 9% 5% 8% 8% 4% 7% 8% 9% 6% 14% 2%

3-4 Times 9% 10% 8% 12% 11% 8% 10% 10% 8% 7% 12% 8% 13% 9% 7% 6%

5-12 Times 8% 2% 7% 13% 6% 7% 10% 8% 5% 10% 12% 4% 13% 7% 1% 6%

12+ Times 7% 6% 8% 10% 2% 6% 10% 5% 6% 4% 12% 8% 16% 5% 1% 2%

RepeatBusiness

44% 29% 47% 56% 34% 43% 49% 43% 37% 36% 59% 47% 65% 40% 33% 25%

34

QHave you been to this winery before? [asked of all respondents]

Prior Winery Visits: 56% respondents are first-time visitor; most common in NOTL & PEC and from the US/Int’l

Age-Gender Wine Region Visitor Type

35

Q

Number of Winery Visits: Two-thirds of visitors frequent multiple wineries per visit; most multiple visits in PEC

Average # of Wineries Visited(Estimated Average)

66%

33%

No

“Refused” (1%) not shown

Yes

Have you or do you plan to visit any other wineries today? [asked of all respondents]


3.1 2.7 3.4 2.8 1.5

36

Winery Trip Planning

37

Winery Trip PlanningTrip Planning Responsibility:• 6-in-10 (60%) were directly responsible for planning their trip to an Ontario winery.

Non-planner:

• The majority (64%) of non-planners came with travel companions who planned the trip. Some (12%) came as part of a regional wine tour. Respondents who “just happened to stumble across the winery” were relatively rare (11%).

• Companion-planned visits are most common in PEC (83%) and least common in ERSC (38%); whereas “chance” visits are most common for local respondents and in the ERSC region.

• Regional wine tours are most common among US and international respondents.

Planner:

Planning Tools Used

• “Past experience” (42%) is the most commonly used tool; it is most relied on by local respondents (56%) and least relied on by foreign respondents (31%).

• “Word of mouth” (24%) is the second most used tool; it is more commonly used by non-locals (26% to 27% vs. 18%).

• Non-locals are more likely to utilize official resources (i.e. WCO website and travel guide, and winery websites).

Communication Channel Used

• “Website” is cited as most useful for a plurality (30%) of the respondents . It is more commonly used by non-locals and younger respondents.

• “Printed brochures and maps” (26%) are more commonly used by older respondents and among

non-locals.

38

QWere you directly responsible for planning the visit to [winery name] today?[asked of all respondents]

Trip Planning Responsibility: Majority of respondents planned the trip; Volume of wine consumption and age linked to planning responsibility

Sample Breakdown

Respondents who say “yes”

57%

59%

66%

57%

57%

65%

M 19-34

M 35-54

M 55+

F 18-34

F 35-54

F 55+

61%

59%

60%39%

Yes

No

“Don’t Know” (1%) not shown

Male

Female

Non-Planner Visits: Travelling companions are mostly responsible for planning; unplanned trips uncommon

39

QSince you didn’t directly plan the visit, how was the decision made to come to [winery name] today? [asked of respondents who are not directly responsible for trip planning]

Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l


My travelling companions planned the trip

64% 60% 65% 73% 61% 56% 64% 83% 77% 38%

Just happened to stumble across it

11% 17% 9% 10% 8% 15% 8% 5% 3% 32%

Part of a regional wine tour 12% 10% 13% 7% 18% 15% 17% 2% 12% 4%

Last minute decision 5% 8% 4% 2% 2% 4% 2% 4% 6% 18%

Suggested by another winery 2% 1% 2% 0% 3% 3% 2% 2% 0% 1%

Other 6% 4% 6% 7% 7% 6% 8% 3% 2% 6%


“Don’t know” (<1%) not shown

64%

12%

11%

5%

2%

6%

My travelling companions planned the trip

Part of a regional wine tour

Just happened to stumble across it

Last minute decision

Suggested by another winery

Other

Planners’ Tools Used: Past experience and word of mouth are the most commonly cited travel tools

40

Q

Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l


Past experience 42% 56% 40% 34% 31% 39% 38% 36% 65% 35%

Word of mouth 24% 18% 26% 27% 26% 27% 26% 19% 23% 33%

Wine Country Ontario travel guide 12% 9% 12% 13% 15% 15% 14% 9% 10% 5%

Wine Country Ontario website 7% 4% 7% 10% 9% 5% 10% 4% 9% 3%

City/Regional tourism website 3% 1% 3% 2% 5% 2% 3% 4% 3% 3%

Winery website 3% 1% 3% 8% 6% 3% 5% 2% 3% 4%

Other online sources 5% 2% 5% 3% 7% 3% 10% 5% 2% 1%

Other 10% 6% 11% 12% 12% 13% 10% 11% 3% 14%


“Don’t know/None” (7%) not shown

And what tools, if any, did you use to plan the visit to [winery name] today? [asked of respondents who said “yes, responsible”]

42%24%

12%7%

3%3%

5%10%

Past experience

Word of mouth

Wine Country Ontario travel guide

Wine Country Ontario web site

A city’s or regional tourism web site

A specific winery’s web site

Other online sources

Other

“Don’t know/None” (7%) not shown

41

QSo, as a planner for this winery visit, what communications channels were most useful to you in planning your trip

to [winery name] today? For example, did you use … [asked of respondents who said “yes, responsible”]

Communication Channels Used: Websites, followed by brochures and maps, are most useful in planning

“Don’t know” (1%) not shown

30%26%

17%

6%

5%

4%

2%

2%

1%

4%17%

Web sites

Printed brochures and maps

Road Signage

Advertising

Social Media

Mobile Apps

Hotel concierge

A specific winery’s web site

Other online sources

Other

None

Total LocalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l

NETV NOTL PEC LENS ERSC 19-34 35-55 55+

Web sites 30% 27% 30% 26% 37% 33% 42% 20% 29% 21% 33% 30% 29%

Printed brochures and maps

26% 19% 27% 26% 33% 30% 26% 17% 33% 22% 21% 26% 28%

Road Signage 17% 13% 18% 10% 23% 28% 17% 3% 19% 30% 17% 19% 15%

Advertising 6% 5% 6% 9% 4% 4% 3% 3% 7% 21% 5% 6% 6%

Social Media 5% 5% 4% 2% 7% 3% 5% 3% 7% 9% 6% 4% 5%

Mobile Apps 4% 2% 6% 2% 3% 7% 2% 2% 6% 8% 7% 4% 2%

Hotel concierge 2% 1% 2% 6% 6% 1% 4% 3% 0% 2% 2% 2% 2%

A specific winery’s web site 2% 2% 2% 2% 16% 2% 1% 1% 4% 3% 2% 1% 3%

Other online sources 1% 1% 1% 1% 2% 1% 2% 1% 1% 14% 2% 1% 1%

Other 4% 4% 4% 6% 4% 5% 5% 4% 2% 5% 5% 4% 4%

None 17% 31% 13% 5% 12% 17% 15% 8% 35% 7% 16% 15% 20%


“Don’t know” (1%) not shown

Age

42

Wine Country Experience

43

Wine Country ExperienceLength of Stay:• Half (50%) of the respondents visited wineries during a day trip to the region. This is most common in NETV.

• The majority (about 60%) of non-Ontarians stay for at least 2 nights.

Activity During the Trip:• Dining at local restaurants is the most popular activity across visitor types and age groups. This is most common in NOTL

(73%) and least common in ERSC (30%).

• Staying at a local hotel or B&B (38%) and/or shopping at local retailers (34%) are also popular activities.

Visit History of Ontario Wine Regions• The majority (64%) of the respondents have visited other wine regions in Ontario.

• The likelihood of having visited other regions increases with age and volume of wine purchased in the four weeks prior.

• Non-Canadian respondents are least likely to have visited other Ontario wine regions.

• NOTL has the highest proportion of first-time visitors

Visit History of Wine Regions Outside of Ontario• The majority (58%) of respondents have visited wine regions outside of Ontario.

• PEC has highest proportion (66%) of respondents who have visited wine regions outside of Ontario.

• The likelihood of having visited wine regions outside of Ontario increases with age and volume of wine purchased in the four weeks prior..

Chance of Returning Within a Year• The majority (73%) of respondents would visit an Ontario winery again within a year.

• Non-Ontarians are least likely to return.

• Likelihood of return increases with volume of wine purchased in the four weeks prior and age.

44

QHow long will you be visiting the region?[asked of all out-of-town visitors]

Length of Trip: Overnight stays most common among out-of-province visitors and in PEC


Sample Breakdown

Respondents who say “day trip”

69%

62%

49%

42%

36%

NETV

ERSC

LENS

NOTL

PEC

Wine Region

50%

13%20% 16%

Day trip 1 night stay 2 night stay More than 2nights

Ontario/ Non-Local

Canada/ Non-Local

US + Int'l NETV NOTL PEC LENS ERSC

Day trip 57% 26% 29% 69% 42% 36% 49% 62%

1 night stay 14% 12% 10% 12% 14% 14% 14% 9%

2 nights stay 19% 22% 23% 12% 25% 26% 14% 19%

2+ nights 10% 40% 37% 7% 18% 24% 23% 8%

Overnight Visitors

43% 74% 70% 31% 57% 64% 51% 36%

Length of Trip

64%38%

34%9%

6%5%

4%3%

12%

Eat at a local restaurant

Stayed at a local hotel or B&B

Shopped at a local retailer

Attended a guided tour

Gambled at a casino

Attended a cultural or local festival

Attended a theatrical show or concert

Played golf

Other

45

Q

Activity During Trip: Local restaurant, hotel/B&B and shopping are popular activities

TotalOntario/

Non-LocalCanada/

Non-LocalUS + Int'l NETV NOTL PEC LENS ERSC 19-34 35-55 55+

Eat at a local restaurant 64% 61% 60% 82% 63% 73% 64% 62% 30% 63% 64% 65%

Stayed at a local hotel or B&B 38% 32% 55% 57% 26% 51% 42% 32% 20% 42% 39% 33%

Shopped at a local retailer 34% 30% 44% 52% 24% 44% 36% 37% 21% 33% 31% 40%

Attended a guided tour 9% 8% 5% 17% 8% 15% 3% 6% 3% 11% 8% 7%

Gambled at a casino 6% 5% 9% 12% 8% 10% 1% 6% 1% 8% 6% 7%

Attended a cultural or local festival

5% 5% 6% 5% 3% 4% 8% 8% 3% 4% 3% 8%

Attended a theatrical show or concert

4% 3% 3% 11% 2% 8% 3% 1% 0% 3% 4% 6%

Played golf 3% 3% 4% 4% 2% 3% 5% 5% 1% 2% 3% 4%

Other 12% 13% 11% 6% 11% 9% 18% 7% 23% 12% 12% 12%

Wine RegionVisitor Type

Did you do any of the following during your visit to the region ?[asked of out-of-town visitors]

“Don’t know/Refused” (11%) not shown

Age

46

QAside from [region], have you ever visited Ontario’s other wine regions? [asked of all respondents]

Regional Visit History:A majority has visited other Ontario wine regions

Sample Breakdown


49%65%

71%53%

66%71%

M 19-34

M 35-54

M 55+

F 19-34

F 35-54

F 55+

Age-Gender

82%77%

70%69%

39%

PEC

ERSC

LENS

NETV

NOTL

Wine Region

Wine Purchased in the Month Prior64%

36%

Yes

No


48%51%

70%72%

0 bottles1-4 bottles

5-11 bottles12+ bottles

71%67%

50%27%

Ontario/ Non-LocalLocal

Canada/ Non-LocalUS + Int'l

Visitor Type

47

Q

Non-Ontario Winery Visit History: More than half (58%) have visited wine regions outside of Ontario

Sample Breakdown


50%59%

70%50%

56%61%

M 19-34

M 35-54

M 55+

F 19-34

F 35-54

F 55+

Age-Gender

66%62%

56%53%

48%

PEC

NETV

LENS

NOTL

ERSC

Wine Region

Wine Purchased in the Month Prior58%42%

Yes

No


40%47%

58%65%

0 bottles1-4 bottles

5-11 bottles12+ bottles

80%64%

55%49%

US + Int'l

Canada/ Non-Local

Ontario/ Non-Local

Local

Visitor Type

Have you ever visited wine regions outside of Ontario? [asked of all respondents]

41%32%

14%6% 6%

Definitely Very likely Somewhatlikely

Not verylikely

Not likely atall

Unlikely: 12%

Likely: 73%

48

QAside from this trip, how likely are you to visit a winery in Ontario in the next 12 months? Would you say …? [asked of all respondents]

Chance of Return: The majority (73%) likely to re-visit an Ontario winery within a year; likelihood higher for local, older, and frequent wine drinkers

“Don’t know/Refused” (1%) not shown

Sample Breakdown

Respondents who say “definitely”

31%44%44%

32%43%

48%

M 19-34

M 35-54

M 55+

F 19-34

F 35-54

F 55+

Age-Gender

85%

79%

45%

48%

Local

Ontario/ Non-Local

Canada/ Non-Local

US + Int'l

Visitor Type

Wine Purchased in the Month Prior

29%33%

41%47%

0 bottles

1-4 bottles

5-11 bottles

12+ bottles

49

Endorsement: Calculating “Net Promoter Scores”

10 9 8 7 6 5 4 3 2 1 0

Definitely would

recommend Mid-point

Definitely would not

recommend

NPS% of Promoters(9s and 10s)

% of Detractors(0 through 6)

=−

A Net Promoter Score (NPS) is based on the fundamental perspective that every organization’s clientele can be divided into three categories: Promoters, Passives, and Detractors.

By asking one simple question — How likely are you to recommend [winery name] to others? — you can track these groups and get a clear measure of the customer’s experience with your winery. Customers respond on a 0-to-10 point rating scale and are categorized as follows:

• Promoters (score 9-10) are loyal enthusiasts who would refer others to a winery if they had that option. These customers are an important source of strength for the winery brand. An estimated 80-90% of positive word-of-mouth come from Promoters.

• Passives (score 7-8) are satisfied but unenthusiastic customers who would be vulnerable to competitive offerings from competitors, given the option of a choice.

• Detractors (score 0-6) are unhappy customers who can damage your winery‘s brand and impede growth through negative word-of-mouth. Detractors are responsible for an estimated 80-90% of all the negative word-of-mouth. Furthermore, this group of customers complain more frequently, thereby consuming service resources at a much higher rates than other customers.

50

QWould you recommend this winery to friends and family planning a trip to Ontario’s wine country? Using a scale from zero to 10 - where zero (0) means you definitely would not recommend and ten (10) means you definitely would recommend – what score would you give [winery name]?[asked of all respondents]

Net Promoter Score: Ontario wineries receive strong recommendations

72%

60%

67%

61%

Local

Ontario (non-local)

Rest of Canada (non-local)

International

Visitor Type

Sample Breakdown

Net Promoter Score

65%67% =−

51%

16%22%

8%1% 1% 0% 0% 0% 0% 0%

10 9 8 7 6 5 4 3 2 1 0

2%

Promoters Detractors NPS

Definitely Would Recommend

Definitely Would Not Recommend

Note: ‘Don’t Know’ removed from calculation

51

QDo you have any final comments that you would like to add about the region or the winery today? [asked of all respondents]

Final comments: Majority of the feedback is positive

Total NETV NOTL PEC LENS ERSC

Enjoyable 17% 19% 13% 18% 18% 22%

Great experience 10% 7% 10% 16% 8% 15%

Great wine 8% 7% 9% 8% 7% 11%

Negative feedback 7% 10% 6% 6% 6% 9%

Friendly environment 5% 7% 5% 4% 5% 7%

Promote the Wineries more 5% 5% 3% 4% 10%

Great region 4% 2% 5% 5% 8% 2%

Wine/food/accommodations are too expensive 4% 2% 9% 1% 4% 2%

Road/signs/directions need improving 3% 3% 2% 1% 8%

Nice view/scenary 3% 4% 5% 2% 1%

Beautiful area 3% 2% 3% 5% 3% 7%

Need to serve food if serving wine 2% 2% 2% 1% 1% 4%

Region needs more accommodations 2% 2% 2% 4%

Let small wineries into LCBO 2% 2% 1% 2% 5%

Great Service 2% 2% 4% 1%

Region needs more attractions 2% 2% 1% 4%

Good food 1% 1% 3% 1%

Would recommend it to friends 1% 1% 1% 1% 2%

Wineries work well with each other 1% 1% 2%

Other 9% 8% 13% 11% 4% 13%

Don't Know/Refused 9% 14% 6% 12% 1% 9%

© Copyright 2014 Innovative Research Group Inc.

Research-based strategic advice.Public Affairs • Corporate Communications • Fundraising

Innovative Research Group Inc.

56 The Esplanade, Suite 310

Toronto ON | M5E 1A7

www.innovativeresearch.ca

For more information, please contact:

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2014 tourism research wine country ontario visitor survey · 2014 tourism research wine country...

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