yukon visitor tracking program summer 2012 visitor survey draft key yukon findings

Yukon Visitor Tracking ProgramSummer 2012 Visitor Survey

DRAFT Key Yukon Findings

Presented to TIAY AGMMay 3, 2013

In collaboration with: Advanced Analytics – Dr. Rick PollackArizona State University - Dr. Tim TyrellMcDowell Group - Alaska

Box 2180Marsh Lake, Yukon867.660-4600

Why we did the study

Who responded to the survey

What are the results – Some Key Findings

Background and Process

Draft 2012 Key Yukon Findings - Summer 2012

Primary Goal: To develop a sustainable system to monitor visitors behaviour and volumes

Objectives: 1. Conduct a survey of visitors exploring options to

reduce survey costs while having the ability to compile representative and accurate findings.

2. Create a volume estimation tool that can be used with minimum costs.

Goals/Objectives


Random/Representative Sample

Traditional Sample

Contest

PaperInquirers

Industry

Normal weighting : Exit/Entrance Point and Mode of Transportation weights

Requires Normal weighting : (Exit/Entrance Point and Mode of Transportation) PLUSActivity Indicators weights, sample source, and country of origin.

Convenience Tablets

Least Accurate Most AccurateConvenience Sample

Merging low cost and representative sample


Traditional Exit Study Interviews

Convenience Study Interviews

Final Summer Sample

Margin of Error on Total = +/- 1.57

Data Collection for travel months June 1 to Sept. 30, 2012

Total Final Sample – Summer Main survey = 3,844


TOTAL Hwy (Car/RV) Air Motorcoach Train/Coach

315,093

175,687

39,843 66,868

32,695

251,703

145,582

27,397

78,724

-

Exit Mode Volumes

2012 2004

+45%

Visitor Volumetrics

The tourism pie got bigger! (63,390 more visitors than in 2004)

+25%

+21%

+26%


1987 1994 1999 2004 20120

50000100000150000200000250000300000350000

Visitors

Visitors

Visitor Volume Growth

Time Period between Studies

Visitor Change

Between 1987 to 1994 1% per yearBetween 1994-1999 3% per yearBetween 1999-2004 2% per yearBetween 2004 - 2012 3% per yearDraft 2012 Key Yukon Findings - Summer 2012

Visitor Volume

Canada United States Primary/Secondary Mkts

All Other

79,500

208,000

17,200 10,800

Total Visitors

Visitors - Summer 2012

Visitor Volume

Canada25%

United States66%

Primary/Secondary Mkts5%All Other

3%

Total Visitors

Purpose of Trip

Visit Alaska39%

Visit the

Yukon

specifically 20%

Other15%

Take a road trip/drive the Alaska Highway

14%

Take a

cruise12%

When you first started thinking about travelling for this trip, was it PRIMAR-ILY :


Business Personal/Leisure

8%

92%Was your trip PRIMARILY for: Business, Leisure/Personal

Summer 2012

Purpose of Trip

2004 = 7% Business


Conference, Convention at -

tendee20%

Other Business/Work/re-

lated: 80%

Which of the following is your primary purpose of this trip: Conference/Convention, Other Business/Work/ related

2004 = 10% of Business was Conference/Convention

Purpose of Trip – Among Business Travellers

Government Mining Other

5% 10%

84%

Which of the following is your primary purpose of this trip: Min-

ing, Government, Other


Other Leisure Wilderness VFR Personal Family Festival

77%

10% 8%2% 2%

Which of the following is your primary purpose of this trip?

Summer 2012

Purpose of Trip – Among Leisure Travellers

2004 = 6% VFR, 6% Wilderness


Trip Profile - Accommodations

44%30%

18%8% 9% 8%

18%

On this trip, in Yukon, did you stay at a:

Summer 2012

2004 = 40% Hotel, 24% RV/commercial campground, 13% gov’t cg, 4% Friends/Family


One day (0 nights)

2 days (1 night) 3 - 7 days 8 - 14 days 15+ days

16%8%

49%

15% 12%

Days in the Yukon (nights +1)

Summer 2012

Avg = 8.2 days7.2 nights

Trip Profile – Length of Stay

2004 – used nights rather than days… 2004 - 24% day trips vs. 16% in 2012 (but 10% in 1999) - 30% 1 – 2 Nights (24% in 2012) - 34% 3 – 7 nights (35% in 2012) - 12% 8+ nights (25% in 2012)Overall drop in day trip and 1 – 2 night trips, increase in 8+ night trips

Avg in 2004 = 5.5 nights

Length of Stay

Canada United States Primary/Secondary Mkts

All Other

16.1

3.8

8.56.9

Nights in the Yukon

Avg Nights - Summer 2012

Trip Profile – Length of Stay

Away from home

In Alaska

In Yukon

24

9.2

7.2

How many total nights were you away from home?

Mean

1 2 3 4-10 11+

5%

35%

11%

32%

16%

Total Party Size (adults + kids)

Summer 2012

Tri-mean = 3.1 peopleMedian = 3.0

Trip Profile – Party Size

2004 – average = 2.3 person


44% 42% 39% 39% 35% 31% 29% 24%18% 18% 18% 17% 16% 12%

Here is a list of activities you may have done while on your recent trip to the Yukon. While in the Yukon did you:

Summer 2012

Trip Profile – Activities

2004 = Natural attractions = 58%, Shopping = 64%, Man-made attractions = 58% Draft 2012 Key Yukon Findings - Summer 2012

Transportation

Personal Vehicle

56%

Bus21%

Train10%

Air13%

Did you enter the Yukon by

Personal Vehicle decreased slightly from 58% in 2004 while Air increased from 11% to 13%.



Car/Truck/Van RVCamper Motorcycle

68%

28%

4%

(IF PERSONAL VEHICLE) Was that by: Car/truck/van, RV/camper, Motorcycle

Summer 2012

Transportation – Personal Vehicle

2004 – 70% Car/Truck/Van/Motorcycle, 30% RV/Camper

Camp in an RV or camper/trailer

Camp in a Tent Both

56%

41%

3%

On this trip, in Yukon, did you stay at a: Camp in an RV or camper/trailer, Camp in a Tent, Both

Summer 2012

Transportation

Drove into

Canada40%

Flew into Canada15%

Came on the

train from Sk-ag-way8%

Cruised, fer-ried or

boated into Cana

da7%

Came in a mo-tor-

coach/bus6%

None, we

live in Cana

da25%

On this trip, how did you first enter Canada?

Transportation

Vanco

uver, B

ritish

Columbia

Don't know/re

member

Toronto, Ontar

io

Calgary

, Alberta

Whitehorse

, Yuko

nOther

75%

9% 5% 5% 3% 2%

Which city in Canada did you first land in?

Summer 2012

Transportation

Day Trip Tour Coach/Bus Independent Greyhound Other

25%

69%

4% 1% 2%

(IF COACH/TRAIN). Were you: Multi-day tour, Shore excursion/day tour, Greyhound or other bus, Travelling independently, Other

Summer 2012

Transportation

2004 Exit Study data reported $75.8 M total spend. That is $87.2M adjusted for inflation.

Based on the inflation adjustment for 2004, spending is up $25.8M compared to 2004. A 29% increase

A rough comparison on $ per person per day spending suggests a drop from 2004.

NOTE: spending questions in 2012 were more detailed and more likely to increase recall of spending. Survey was also post-trip, after all bills and total expenses could be recalled.

Spending changes


All Yukon related activities, including Pre-Trip Purchases of Hotels, Guided Tour or Activity, Yukon Rental Car or RV plus In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, Other, plus pre-trip spending on non-cruise (airline) packages and shore excursions.

Spending – Yukon Related Spending

$64Per Person Per Day

$112,440,000 Total Spend

Most similar to past

studies and best fit for

Yukon spend


Other Spending

$10Per Person Per Day

Spending Group $ per person per

day

Total Spend

Pre-Trip Spending $10 $ 15,460,000Packages excluding transportation

$10 $ 18,210,000

In-Yukon Spend $44 $ 78,770,000 - Sum of Yukon total

$64 $112, 440,000

Transportation $14 $ 28,110,000TOTAL w/Transportation $78 $140,550,000

Pre-trip = purchases of hotels, guided tours or activities, Yukon rental car/RV/In Yukon purchases exclude all pre-trip spending, but include spending in the Yukon on Accommodations, Rental Vehicles, Groceries, Alcohol, Meals, Souvenirs/Arts and Crafts, Outdoor Activities, Organized Day tours, Admissions, Entertainment, Gasoline/fuel, Vehicle repair, Local Transportation, OtherPackages = pre-trip spending on non-cruise (airline) packages and shore excursions. Transportation = cruise, airline tickets, non-Yukon vehicle rentals

Canada United States Primary/Secondary markets

$52.1 $45.4

$8.8

Total Spend ($millions)

Yukon Spend


Primary/Secondary Mkts Canada United States

$70

$67

$62

Person/Day

Yukon Spend – Person per day


33. Gender: Male, Female?

Male54%

Fe-male46%

Gender

Demographics

2004 = female 47%, 53% male


Under 24 25-34 35-44 45-54 55-64 65+

4%6%

17%

27%24%

22%

Age of Respondent

Summer 2012

Avg. = 52.6 yearsMedian = 52

Demographics


Canada United States Other

79,500

208,000

27,900

775,700728,800

182,200

Origin

Visitors Person-Days

Demographics


Motivations/Lifestyle

Yes37%

No63%

Prior to this trip, had you ever been to the Yukon before?

2004 – No = 65%, Yes = 35%

Authentic Exp

erience

r

Cultural

Explorer

Gentle Exp

lorer

Free Sp

irit

Cultural

History

Buff

No Hassle Trav

eller

Rejuvenato

r

Personal

History

Explorer

Virtual

Travelle

r

25%

18% 18%14%

7% 7% 7%2% 1%

EQ Segments

Summer 2012

Motivations/Lifestyle - EQ


Authentic Exp

erience

r

Cultural

Explorer

Gentle Exp

lorer

Free Sp

irit

Cultural

History

Buff

No Hassle Trav

eller

Rejuvenato

r

Personal

History

Explorer

Virtual

Travelle

r

25%18% 18%

14%7% 7% 7%

2% 1%

38%

11%

22%19%

2% 2% 3% 2% 2%

EQ Segments

% of Visitors % of Person-Days

Motivations/Lifestyle - EQ



Importance & Satisfaction – Top Ratings

To be physically active

Challenge myself

Experience midnight sun

Klondike Gold Rush history

Museums and historical attractions.

Visit a place that few others have been to

Visit and experience Alaska.

Wildlife viewing opportunities

59%

52%

61%

73%

67%

64%

70%

73%

37%

38%

39%

40%

43%

45%

55%

58%

Important (4/5) Satisfaction (4/5)


Importance & Satisfaction – continued..

Yukon made arts and crafts.

Excellent value for the money.

Photographs in book/magazines

Connect to my Yukon heritage

First Nation native culture

Quiet time to relax/reflect

Wilderness, town at night

Tag on YT land tour to cruise.

Experience wilderness

Visit Dawson City

Drive Alaska Highway

43%

38%

45%

55%

54%

64%

68%

48%

65%

68%

78%

16%

17%

20%

21%

24%

24%

28%

29%

32%

32%

33%

Important (4/5) Satisfaction (4/5)

Not At All Somewhat Likely

Likely Very Likely Definitely Will

6% 4%

37%

27% 26%

46. How likely are you to visit the Yukon again?

Summer 2012

Satisfaction – Visit Again

2004 – yes = 61%Draft 2012 Key Yukon Findings - Summer 2012

Not At All Somewhat Likely

Likely Very Likely Definitely Will

1%

30% 30%

38%

44. How likely are you to refer the Yukon as a destination to visit to your friends and family? 1 = Not at all likely, 5 = Definitely will.

Summer 2012

Satisfaction – Refer


1...Least Favorite

2... 3.... 4... 5...Most Favorite

0.28

0.56

0.16

Comparing the Yukon to other destinations you have visited, how would you rate the Yukon: 1 = Least Favorite and 5 = Most Favorite

Summer 2012

Satisfaction – Compared to others…

Computer Tablet Smart Phone None of These

81%

32%25%

2%

Which of the following do you use to access travel websites:

Summer 2012

Pre-Trip Planning

City, S

tate, Province

, Country

.

Travel co

mpany’s w

ebsit

es.

Socia

l Netw

orking sit

es, such

as Face

book.

Review sit

es, such

as Trip

Advisor

Booking sit

es such

as Kayak

and Trave

locity.

Video/photo sit

es such

as YouTube, F

lickr.

None of th

ese.

67%

37%

11%

47%33%

10% 10%

Which of the following travel websites do you typically use when planning your trips:

Summer 2012

Pre-Trip Planning

YT Vaca

tion Planner

Yukon Adverti

sing

Travel

Guides/Books

Travel

Agent

Frien

ds or R

elatives w

ho had visite

d Yukon

News/Maga

zine (p

rinted or o

nline).

www.trav

elyukon.co

m

Frien

ds or R

elatives who liv

e in Yu

kon

Review sit

es, su

ch as T

ripAdviso

r

Booking sit

es, such

as Kayak a

nd Travelo

city

Travel

company w

ebsites

Loca

l Trav

el or O

utdoor Show

Video/photo sit

es such

as YouTube, F

lickr

66% 63% 62% 57% 56% 54% 51% 45% 40% 35% 33% 33% 25%

49% 56%40%

20%

39%26%

58%

18%

38%23%

36%

5%12%

How much did each of those influence your decision to visit the Yukon:.

Used the source Strong Influence (4/5) among Users

Pre-Trip Planning

Magazine/Printed ma-

terial.

Internet. Other Billboards or public signs.

On TV.

57%

29% 29%

6% 5%

Was that Yukon Advertising you saw....

Summer 2012

Pre-Trip Planning

Accessi

ng the in

ternet

Yukon go

v Visitor In

fo Centres

Broch

ures/sales fl

yers

People m

eet/talked to

in th

e Yukon

Yukon Vacati

on Planner/G

uide.

Travel b

ooks

Community guide b

ooks.

Yukon W

ildlife

viewing guide

www.travely

ukon.co

m

local Yukon newsp

aper

Travel co

mpany w

ebsites

Socia

l Netw

orking sites,

ie Face

book

Yukon hunting or fi

shing guides

Video/photo sit

es such

as YouTube, F

lickr

Review

sites, s

uch as T

ripAdviso

r

73% 70%60% 55% 51% 49% 40% 37%34% 32% 28% 24%22% 21% 20%

67%93%

80%62%

77%87%

53% 48%

89%

41%

72%

9%22% 14%

61%

Rate the quality of the sources of information while travelling IN Yukon:

Used the sourceRated the source high quality (4/5) among users

In Yukon - Trip Planning

Less

than one m

onth

1-2 months

3-4 months

5-6 months

7-12 months

13+ (ove

r one ye

ar in ad

vance

)

1%

13%

30%

16%

33%

6%

How many months in advance did you decide to come on this trip to the Yukon? _____ # of months.

Summer 2012

Mean/Avg. = 6.5 months

Pre-Trip Planning (Booking)


43%

28% 28%20%

12%4%

Before arriving in the Yukon, which of the following did you do?

Summer 2012

Yes68%

No32%

Spend any money on pre-trip purchases


What we have learned so far…

◦ Visitor Volume is up 25%◦ Visitor Spending is up 29%

◦ Highlights : Increases experienced in:

Length of stay Visitors Arriving by Air Party Size Canadian visitors (and Overseas)

Decreases experienced in: Spending per person per day

Strong satisfaction rating Strong interest in visiting again and referring the destination

Summary


Continued cross check with 2004 data Compilation of Map/Pathway data Preparation of Main Summer Report

(summary and detailed) Distribution of Summer Reports on Origin/

markets, Mode of Transportation, Key Activities, EQ Segments, Pathways, Trip Purpose and planning ,etc.

Collection, weighting, analysis and reporting of Winter Survey

Next Steps


THANKS TO:

Air North Westmark Hotels High Country Inn (Coast High Country) Gold Rush Hotel North of Ordinary Many other tourism operators too numerous

to mention!

Industry Supporters


yukon visitor tracking program summer 2012 visitor survey draft key yukon findings

Documents

key yukon findings summer

accurate findings

key findingsbackground

person draft

representative sample

rvcamper draft

trip profile activities2004

survey of visitors