2018-2019 Thompson Okanagan Visitation Summary
Thompson Okanagan Tourism Association
Key Findings Unique Visitation by Month:
Note: The Thompson Okanagan Region experienced localized flooding during the month of June 2018 and forest fires/heavy smoke during August 2018.
Domestic Visitation increased by 14% when comparing July 2018 to July 2019.
July was the peak month for domestic visitation in 2018 and 2019.
Domestic visitation to the Thompson Okanagan Region increased by 76% when comparing August 2018 to August 2019
International Visitation has remained consistent year over year (2018/2019) despite the level of natural disasters that occurred in Summer 2018.
2018 and 2019 International Visitation both peaked in August at 181,870 and 186,230 visitors respectively, an increase of 2% year over year.
BC Seasonal Highlights
The Peak season for average monthly BC visitation in 2019 is Summer, followed by Fall, Spring and Winter.
Vancouver dominates in visitor origin across all four seasons.
Although Free Spirits are dominant in the Vancouver Market, other Explorer Types (EQ) must be considered by areas in Vancouver.
Personal History Explorers from Surrey represent the second largest market across all seasons, followed by No Hassle Travellers in Prince George (for all seasons except Fall where Authentic Experiencers are the Top EQ Type).
Alberta Seasonal Highlights
The Peak season for average monthly Alberta visitation in 2019 is Summer, followed by Fall, Spring and Winter.
Calgary dominates in visitor origin across all four seasons.
Authentic Experiencers are the top EQ Type across all seasons (with the exception of Fall where Free Spirits rank first).
Gentle Explorers from Edmonton represent the second largest market across all seasons (with the exception of Fall where Free Spirits rank First), followed by Personal History Explorers in the La Crete Area.
Note: ALL counts exclude residents of the Thompson Okanagan Region.
Learn more about the TOTA Research Program
Sources: TELUS Insights, Environics Analytics
TELUS Insights
Data and Privacy
TELUS recognizes that Big Data comes with big responsibility to protect the privacy of individuals. They have implemented industry leading standards to protect privacy every step of the way through:
De-Identification of data meaning it cannot be traced back to an individual.
Aggregation of data into large data pools ensuring privacy is fully protected at all times.
Data extrapolation to be representative of the total Canadian Population.
By de-identifying and aggregating the data, it is possible to preform geographic and movement analysis, while respecting privacy.
TELUS has implemented industry-leading Privacy and Design standards to ensure that privacy is not compromised.
All the data analyzed by TELUS Insights is de-identified, meaning it cannot be traced back to an individual.
It is also aggregated into large data pools to reveal mass-movement patterns and trends, and extrapolated to be representative of the total Canadian population as a further means of ensuring their privacy is protected at all times.
For further information, please visit:
For more information on Research or Fees for Services Contact:
Simone Carlysle-Smith, Thompson Okanagan Tourism Association,
Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448
Destination Canada’s Explorer Quotient (EQ) Market Segmentation Update
Thompson Okanagan Tourism Association
Destination Canada’s Explorer Quotient (EQ)
Market Segmentation Program Update – 2019
EQ Composition by Top Markets
British Columbia
The BC Household Market is Dominated by:
Free Spirits at 20%
Authentic Experiencers at 15%
Rejuvenators at 14%
Cultural Explorers at 13%
Cultural History Buffs at 11%
Alberta
The Alberta Household Market is Dominated by:
Authentic Experiencers at 18%
Gentle Explorers at 17%
No Hassle Travellers at 16%
Free Spirits at 14%
Cultural Explorers at 10%
Ontario
The Ontario Household Market is Dominated by:
Free Spirits at 18%
No Hassle Travellers at 14%
Rejuvenators at 12%
Authentic Experiencers at 11%
Cultural History Buffs at 10%
Washington State
The Washington State Household Market is Dominated by:
Authentic Experiencers at 19%
Gentle Explorers at 12%
Free Spirits at 11%
Cultural Explorers at 11%
Virtual Travellers at 9%
Source: Environics Analytics
For more information on Research or Fees for Services Contact:
Simone Carlysle-Smith, Thompson Okanagan Tourism Association, Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448
For more research information by TOTA, Visit us online at: https://totabc.org/research/
More Video Streaming Options Won’t Change Consumer Behavior
EMarketer
Average number of VOD subscriptions is holding steady
Read the Full Article Here: More Video Streaming Options Won’t Change Consumer Behavior
Many Americans believe they will use more subscription services in the future. But when it comes to video streaming, more options doesn’t mean consumers will drastically increase the number of services they’re willing to pay for.
The dominant players in the field—Netflix, Amazon Prime Video and Hulu—are already pushing people’s spending limits. But consumer behavior is not expected to change meaningfully, with data showing that the average number of subscription video-on-demand (SVOD) services among US SVOD households held steady at 2.8 between Q3 2017 and Q3 2018, according to an Ampere Analysis study.
Furthermore, because it’s fairly easy for customers to cancel their subscriptions without being charged penalty fees, content providers are likely to see higher churn, with people dipping in and out of their subscriptions and trying new services as they become available.
“As new services enter the market, they will likely entice consumers with free trials and aggressive introductory prices,” said Paul Verna, eMarketer’s vice president of multimedia. “However, the long-term success of these services will depend more on customer retention than acquisition. A loyal customer who stays subscribed is unquestionably more valuable than one who jumps from one service to another.”
Consumers will likely be more selective about how they spend their money on subscriptions, with services already setting their prices competitively. Disney+, Disney’s streaming service launching in November 2019, will be priced at $6.99 monthly when it first rolls out, or customers can pay $69.99 for the year.
In January, Hulu dropped its ad-supported plan from a monthly price of $7.99 to $5.99. And the recent announcement that Disney has gained operational control of Hulu potentially makes that deal even better for customers. In turn, if Disney can increase subscriptions to Hulu and offer Disney+ in a discounted bundle, it may grow its audience for the new service.
“In this upcoming period of unprecedented competition in the SVOD space, pricing will become an increasingly important factor in why users choose one service over another,” Verna said. “That means even established players like Netflix and HBO Now, which have never lowered their subscription fees, will need to consider reductions.”
That said, while the average number of subscription services won’t change drastically for consumers in the near future, the subscriber bases for incumbent services remain strong. We estimate that subscription over-the-top (OTT) viewers will continue to grow through the end of our forecast period in 2022, reaching 197.7 million. By then, individual services will hit the following viewer thresholds: Netflix at 169.3 million, Amazon Prime Video at 114.7 million, and Hulu at 79.3 million.
For more research information by eMarketer, visit: https://www.emarketer.com/
For more research information by TOTA, Visit us online at: https://totabc.org/research/