Consumer and Industry Insights Research

We’ve compiled the results of our own primary research to give you insight into RTO9’s visitor and business environment.
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Industry Insights Survey - Wave 2 Winter 2020

The Industry Insights Survey was designed on behalf of RTO9 and key destinations across the region to identify tourism issues and understand the outlook and concerns of business owners and organizations linked to the industry.

RTO9_Consumer-Insights-Survey_Final-Report_2018-pdf

Consumer Insights Survey - Wave 2 Fall 2019

As in our past survey reports, we highlight practical insights and strategic information for tourism organizations across South Eastern Ontario to implement into everyday business practices and planning processes. The intended purpose of the Consumer Insights Survey is to understand how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip, through to the experience they have when in the region. In the last two years, we have completed a total of three surveys (Summer Pilot 2018-19 and in 2019-20 Summer Wave 1 and Fall Wave 2) using destination-specific and standardized questions.

RTO9_Industry-Insights-Survey_Final-Report-pdf

Industry Insights Survey - Fall 2019

Tourism is changing and growing rapidly, understanding South Eastern Ontario’s stakeholder needs allows RTO9 and its partners to adapt and support the industry. The study is a primary market research initiative identified in the RTO9 Multi-Year Data and Research Plan (“Plan”), which launched in April 2018. The Plan was designed to address the unmet research needs of destinations and tourism operators in the region, with a key focus on improving the timeliness and reliability of data.

RTO9_Consumer-Insights-Survey_Final-Report_2018-pdf

Consumer Insights Survey - Summer 2019

Using consumer databases we surveyed South Eastern Ontario visitors to better understand the traveller journey in the region. Our Consumer Insights Survey provides important insights about how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip, through to the experience they have when in the region. We are confident that the results presented in this report will provide readers with practical and useful information for securing visitors.

Understanding Our Traveller

Understanding our Traveller Impact and Opportunities

As the tourism industry grows, sounds market research becomes even more essential for achieving our mission.

“2018 was the best year for Canadian tourism on record, with arrivals reaching 21.13 million, breaking the 21 million mark for the first time ever.” Destination Canada

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In-depth Brand & Spend Analysis

Analysis of Statistics Canada’s Visitor Travel Survey, containing sub-provincial spending estimates from international travellers, and payment processor data (non-cash spending) in the region.

Industry Insights 2020 cover

Industry Insights Survey - Summer 2018

With the active cooperation of tourism stakeholders in the region, we were able to conduct a pilot Industry Insights Survey to identify tourism issues and understand the outlook and concerns of our most important tourism partners across the region.

RTO9_Consumer-Insights-Survey_Final-Report_2018-pdf

Consumer Insights Survey - Summer 2018

In summer 2018 we conducted a pilot Consumer Insights Survey to develop a better understanding of potential and existing South Eastern Ontario visitors. The survey uncovered important insights about how people discover the region and access information about what it has to offer, the process they go through when planning and booking a trip through to the experience they have when in the region.

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