tams health spas profile report - ministry of tourism ... of contents executive summary ii...

Travel Activities & Motivation Survey

Interest inHealth Spas

Profile Report

December, 2001TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey

Table of ContentsExecutive Summary iiBackground 1Health Spa Interest Index: Construction 2Canada versus United States 3Canada: By Province 4United States: By Region 5By Demographics 6By Market Segment 8Travel in Canada 10Intentions to Travel to Canada in Next Two Years 13General Vacation Experiences Sought 14Outdoor Activities Sought 15Cultural and Entertainment Activities Sought 16Accommodation-Related Activities Sought 17Day and Overnight Touring Activities Sought 18Sources of Information Consulted to Plan Vacations 19Interest in New Tourism Products 21Media Index for Print Media 23Media Index for Television Programs 24By Percent of Internet Usage 25Destination Image Mapping 26Overall Market Potential 29

TAMSTAMSTAMSTAMSTravel Activities &Motivation Survey

Travel Activities & Motivation SurveyPrepared by:

Lang Research Inc.…on behalf of…

Atlantic Tourism PartnershipCanadian Tourism Commission

Department of Canadian HeritageGreater Toronto Hotel Association

Manitoba Ministry of Industry, Trade & TourismNorthern Ontario Heritage Fund

Ontario Casino CorporationOntario Ministry of Agriculture, Food & Rural Affairs

Ontario Ministry of Tourism, Culture & RecreationOntario Tourism Marketing Partnership

Parks CanadaSaskatchewan Tourism Authority

Tourism B.C.Tourism Toronto

Yukon Government Department of Tourism

ISBN-Print: 0-7794-2504-9ISBN-Internet: 0-7794-2505-7


Interest in Health Spas- Executive Summary -


American travellers were 66.7% more likely to have visited a health spa while travelling during the past two years than Canadians, and 61.2% more likely to express an interest in visiting a health spa during the next two years. Clearly, American travellers exhibit a greater interest in this sort of vacation experience than Canadian travellers. In Canada, those from Saskatchewan were the most likely to have visited a health spa while U.S. health spa, visitors were most often from New England and the Pacific/Hawaii regions.

Canadian women were 47% more likely to have visited a health spa during the past two years, and twice as likely as men to be interested in visiting a health spa during the next two years. By contrast, gender differences were almost non-existent in the United States. However, in both Canada and the United States, Affluent Mature Singles were the most likely to have visited a health spa while travelling during the past two years, while Affluent Young Singles were also frequent spa visitors in the United States (but not Canada). Overall, the level of formal education and household income were only weakly associated with health spa visits or interest in health spas.

Individuals who have visited a health spa while travelling during the past two years were more likely to have sought personal indulgence vacation experiences (e.g., fine dining, night life), and to a lesser extent, exploratory vacation experiences (e.g. visiting historical sites, natural sites, museums and art galleries) and opportunities to participate in a hobby or sport while on vacation. They were also very active in a wide variety of outdoor activities (especially sailing, windsurfing or scuba diving, jogging, and work outs at a fitness centre),suggesting that they are generally in excellent physical condition and interested in energetic, strenuous outdoor pursuits. Individuals who visit a health spa during the past two years while travelling were also frequent participants in a wide variety of cultural and entertainment pursuits, and in particular, high arts performances (e.g., ballet, live theatre, opera) and professional sporting events.

Those who visited a health spa during the past two years clearly exhibited a keen interest in unusual accommodation-related vacation experiences. For example, relative to the overall travel market, spa visitors were 151% more likely to have stayed at a bed and breakfast;254% more likely to have stayed at a ski resort during the summer; 396% more likely to have stayed at a guest farm or working farm;780% more likely to have stayed at a gourmet restaurant with accommodations; 1,133% more likely to have stayed at a cooking school;and 1,371% more likely to have stayed at a wine tasting school. They were also much more likely to have taken day and night tours while travelling, and exhibited considerable interest in a wide array of new tourism attractions. These relationships suggest that health spa visitors tend to seek novel and unusual vacation experiences. Consistent with this hypothesis, they were very active consumers of most print publications associated with travel and tourism, and frequently used the Internet as an information source to plan their trips.

TAMS: Interest in Health Spas Profile Report


BackgroundAn association of Canadian tourism ministries and organizations have collaborated to conduct two large-scale surveys to assess the travel activities and motivators of pleasure travel among Canadians and Americans. This survey, known as the Travel Activities & Motivation Survey (TAMS), represents the comprehensive assessment of travel behaviour and motivators, and provides a rich and authoritative database by which to develop marketing strategies and travel products to attract visitors to Canada and Ontario. A series of analyses are being conducted using the TAMS database to explore the travel patterns of the marketplace, as well as the factors which motivate travel behaviour. The TAMS database consists of a telephone survey and a self-completed mailback survey. The survey was conducted in Canada and the United States between September 27, 1999 to April 16, 2000. The telephone survey was completed by 28,397 individuals in the United States and by 18,385 individuals in Canada. Respondents were selected randomly within the household. Persons participating in the telephone survey who had travelled in the past two years or expressed interest in travel in the next two years were asked to complete a mailback questionnaire. Overall, 40,271 qualified for the mailback questionnaire. Of these 11,892 (29.5%) returned usable questionnaires. The response rate was higher in Canada with 5,490 (35.2%) returning the questionnaire while 6,405 (26.0%) of the U.S. respondents returned the questionnaire. The current study examines interest in vacations at health spas. The database was used to identify sectors of the market that had stayed in a health spa during the past two years or expressed an interest in staying in a health spa over the course of the next two years. This report provides the demographic profile, Canadian travel activities, Canadian travel intentions, vacation experiences sought during the past two years, vacation activities participated in during the past two years, media consumption habits, information sources consulted to plan brief and longer vacations and impressions of Canada and Ontario relative to the interest shown in health spas. This report also provides an overall market potential of each segment of the market to identify those segments that offer the best potential for marketing, advertising and promotional activities designed to promote Canada’s and Ontario’s health spas.



Health Spa Interest Index:Construction of the Index

The TAMS mailback survey contained two items specifically associated with stays at a health spa:

� Whether the respondent had stayed at a health spa during the past two years� Whether the respondent was likely to stay at a health spa during the next two years

Based on the responses to these two questions the TAMS respondents were classified into three groups:

� Not Interested: Has neither stayed at a health spa during the last two years nor plans to stay at a health spa over the course of the next two years

� Interested: Has not stayed at a health spa during the last two years, but plans to stay at a health spa over the course of the next two years

� Visited: Has stayed at a health spa during the last two years (regardless of their interest in staying in a health spa during the next two years)



Interest in Health Spas

Canada versus United StatesBase: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years

85.2%

91.0%

10.8%

4.0%

6.7%

2.4%

75%

80%

85%

90%

95%

100%

United StatesCanada

VisitedInterestedNot Interested

American travellers were 66.7% more likely to have visited a health spa while

travelling during the past two years than Canadians. Among those not

visiting a spa, Americans were 61.2% more likely to express an interest in visiting a health spa during the next

two years than Canadians. Clearly this sort of vacation experience is more

appealing to American travellers than to Canadian travellers.

Population: 470 853

Population: 1 314 463







Interest in Health SpasCanada: By Province

Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years

2%

2%

2%

2%

8%

3%

3%

6%

8%

5%

3%

8%

7%

6%

10%

6%

5%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Newfoundland

Prince Edward Island

Nova Scotia

New Brunswick

Quebec

Ontario

Manitoba

Saskatchewan

Alberta

British Columbia

VisitedInterested

Those from Saskatchewan were significantly more likely to have visited a health spa while travelling during the past two years. They were also more likely to express an interest in visiting a health spa during the next two years. The reason for

this above average interest in health spas in Saskatchewan is not know.

Those from the Atlantic Provinces were the least likely to have visited a health spa while on a trip during the past two years. This latter finding may reflect the relative absence of health spas within the Atlantic

Region.

Province of Residence

Small sample warning for P.E.I. n=11



Interest in Health SpasUnited States: By Region


3%

3%

2%

5%

8%

3%

3%

5%

11%

16%

11%

9%

7%

12%

9%

11%

9%

5%

0% 5% 10% 15% 20% 25%

South Atlantic

East South Central

West South Central

Mountain

Pacific /Hawaii

West North Central

East North Central

Middle Atlantic

New England

VisitedInterested

In the United States, the residents of New England and the Pacific/Hawaii Region were the most likely to have visited a health spa while travelling during the past two years. On the other hand, those from the South Atlantic were the most likely to

express an interest in visiting a health spa during the next two years.

Region of Residence

Maine, Connecticut, Massachusetts, Rhode Island, Vermont

Wisconsin, Illinois, Michigan, Ohio, Indiana

New Mexico, Arizona, Utah, Colorado, Nevada, Idaho, Wyoming, Montana

Alabama, Mississippi, Tennessee, Kentucky

California, Hawaii, Oregon, Washington, Alaska

Pennsylvania, New York, New Jersey

Florida, Georgia, North Carolina, South Carolina

Texas, Oklahoma,Arkansas, Louisiana

Kansas, Nebraska, South Dakota, Missouri, Iowa, Minnesota



Interest in Health SpasBy Demographics: Canada


2%

3%

2%

2%

2%

2%

2%

3%

3%

2%

2%

3%

3%

4%

2%

2%

3%

4%9%10%

10%7%

6%4%

7%

3%6%

7%7%

7%7%6%

7%

1%

0% 2% 4% 6% 8% 10% 12% 14%

Male

Female

Young Singles

Young Couples

Young Families

Mature Families

Mature Couples

Mature Singles

Senior Couples

Senior Singles

High School/Trade School

University/College

Advanced University Degree

Undefined

Less than $40K

$40K to $80K

$80K Plus

VisitedInterested

In Canada, women were 47% more likely to have visited a health spa during the

past two years, and twice as likely as men to be interested in visiting a health spa

during the next two years.While there was relatively little variation

by age in the incidence of health spa visits, the level of interest in visiting a

health spa (among non-visitors) decreased as the age of the respondent increased.

One exception to this trend was observed among mature singles who exhibited an

above average interest in health spas relative to their same age peers.

Overall, the levels of formal education and household income were only weakly

associated with health spa visits or interest in health spas.

Technical NoteSee Appendix One for a description of each of the lifecycle stages.



Interest in Health SpasBy Demographics: United States


4%

4%

6%

6%

4%

2%

3%

4%

2%

3%

3%

5%

6%

4%

3%

4%

7%

10%

12%

18%

19%

10%

10%

8%

13%

3%

3%

11%

11%

9%

9%

12%

10%

12%

0% 5% 10% 15% 20% 25% 30%

Male

Female

Young Singles

Young Couples

Young Families

Mature Families

Mature Couples

Mature Singles

Senior Couples

Senior Singles

High School/Trade School

University/College

Advanced University Degree

Undefined

Less than $40K

$40K to $80K

$80K Plus

VisitedInterested

The demographic profile of American travellers visiting or interested in visiting

health spas was similar to that of Canadians in so far as visits and interest declined with age (with the exception of the Mature Singles).

However, the gender differences observed in Canada were much less evident among

American travellers, and there was a stronger association between the level of education

and household income and the likelihood that a health spa was visited while travelling

during the past two years among Americans.

Technical NoteSee Appendix One for a description of each of the lifecycle stages.



Interest in Health SpasBy Market Segment: Canada


2%

2%

2%

3%

2%

3%

6%

2%

2%

3%

3%

1%

10%

10%

9%

5%

8%

7%

7%

3%

8%

6%

3%

1%

0% 5% 10% 15%

Affluent Young Singles

Affluent Young Couples

Young Mainstream Market

Affluent Families

Mainstream Young Families

Mainstream Mature Families

Affluent Mature Singles

Mainstream Mature Couples

Mainstream Mature Singles

Affluent Mature & Senior Couples

Mainstream Senior Couples

Affluent & Mainstream Senior Singles

VisitedInterested

In terms of the market segments (see technical notes) in Canada,

Affluent Mature Singles were the most likely to have visited a

health spa during the past two years. On the other hand, interest in visiting a health spa (among those who had not visited) was highest among young affluent

travellers (Affluent Young Singles, Affluent Young

Couples) while the Mainstream Mature and Senior Couples, as well as Senior Singles, were the least likely to exhibit interest.

Technical NoteThe market segments used in

this analysis have been derived using the OTMP

tracking database. See Appendix Two for a

description of each of these segments.



Interest in Health SpasBy Market Segment: United States


8%

7%

5%

7%

4%

2%

8%

2%

2%

6%

2%

3%

18%

15%

19%

11%

11%

10%

14%

8%

11%

11%

3%

3%

0% 5% 10% 15% 20% 25% 30%




Affluent Families









VisitedInterested

The pattern observed in the United States was similar to that observed in Canada with the Affluent Mature Singles the most likely to

have visited a health spa. However, the incidence of spa visits among the Affluent

Young Singles and Affluent Young Couples was generally higher in the U.S. than in

Canada. Overall, the prime markets for health spas in both Canada and the United States

tend to be affluent and single.

Technical NoteThe market segments used in this analysis

have been derived using the OTMP tracking database. See Appendix Two for a

description of each of these segments.



3%

4%

4%

10%

6%

11%

9%

2%

0% 10% 20%

No DomesticTrips

Took DomesticTrip

No Trips fromU.S. to Canada

Took Trip fromU.S. to Canada

VisitedInterested

Interest in Health SpasBy Trips in Canada in Last Two Years: Canada versus United States


Canadian travellers who did not travel domestically during the past two years were slightly more likely to express an interest in visiting a health spa during

the next two years than Canadians who travel domestically. This suggests that health spas may be an effective method by which to convince Canadians who do not travel domestically to travel within

their own country.There was little difference in spa visits

or interest in health spas among American travellers who visited Canada

and American travellers who did not.

United States

Canada



Interest in Health SpasInterest By Province Travelled To: Canada

Base: Percent of population (18 plus) who travelled to a province during the last two years

In Canada, individuals visiting or interested in visiting health spas were slightly more likely to have travelled

in Manitoba, Saskatchewan or Alberta during the past two years, and

somewhat less likely to have travelled in the Atlantic Region of Canada.

Provincial Destination2%

2%

2%

1%

2%

3%

3%

5%

4%

4%

2%

5%

5%

5%

4%

7%

6%

8%

8%

6%

5%

9%

0% 2% 4% 6% 8% 10% 12% 14%

Newfoundland/Labrador


Nova Scotia

New Brunswick

Quebec

Ontario

Manitoba

Saskatchewan

Alberta

British Columbia

Yukon

NWT/Nunavut

VisitedInterested



Interest in Health SpasInterest By Province Travelled To: United States

Base: Percent of population (18 plus) who travelled to a province during the last two years

Americans who had visited Saskatchewan during the past two years

were more likely to have visited a health spa than those visiting other provinces. This pattern is consistent with the high incidence of spa visits

manifested by Saskatchewan residents during the past two years. American visitors to Newfoundland/Labrador, Quebec and Manitoba were the most

likely to exhibit an interest in visiting a health spa during the next two years.

This suggests that these provinces might benefit most by promoting their

spas.

8%

7%

5%

6%

5%

4%

5%

11%

5%

5%

12%

6%

4%

5%

12%

9%

14%

7%

7%

8%

6%

8%

0% 5% 10% 15% 20% 25%

Newfoundland/Labrador


Nova Scotia

New Brunswick

Quebec

Ontario

Manitoba

Saskatchewan

Alberta

British Columbia

Yukon

NWT/ Nunavut

VisitedInterested

Provincial Destination



73%

74%

70%

23%

20%

16%

9%

13%

9%

24%

24%

21%

0% 20% 40% 60% 80% 100%

Visited

Interested inVisiting

Not Interested

Visited

Interested inVisiting

Not Interested

Very LikelyFairly Likely

Interest in Health SpasIntentions to Travel in Canada in Next Two Years


The relationship between health spa visits/interest and Canadian

travel expectations during the next two years was quite weak in both

Canada and the United States.

Canada

United States



-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00

Exploration

Personal Indulgence

Romance & Relaxation

Sports & Learning

Socialization


Interest in Health SpasGeneral Vacation Experiences Sought

during Pleasure Travel in the Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

Individuals who have visited a health spa while travelling during the past two years were more likely to have sought personal indulgence vacation experiences (e.g., fine dining, night life). They were also

more likely to have sought out exploration vacation experiences (e.g. visiting historical sites, natural sites, museums and art galleries) and

to have participated in a hobby or sport while on vacation. Those who were interested in visiting a health spa during the next two years

were also more likely to have sought personal indulgence vacation experiences during the past two years. This group also sought out

opportunities to socialize with family and friends (a reflection of the age of those with an interest to visit health spas). The promotion of health spa based vacations should emphasize the opportunities for pampering in combination with opportunities to experience culture

and entertainment.

Technical NoteThis analysis is based on a factor analysis of the vacation experiences sought

during the past two years. See Appendix Three for a description of the individual items associated with each of these factor scores. The factor scores for each

dimension are determined by the weighted sum of all items. The weight for each item is determined by how much the item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard

deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more

likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively less likely

to have pursued the vacation experience.



-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00

Team Sports

Natural Sight-seeing

Swimming & Sunbathing

Golfing

Hunting

Canoeing, Kayaking & Hiking

Fishing

Motorcycling

Extreme Sports

Fitness

Skiing

Snowmobiling

Biking

Skating

Extreme Winter Sports

Sailing, Wind Surfing & Scuba

Natural Phenomena


Interest in Health SpasOutdoor Activities Sought

during Pleasure Travel in Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

Those who had visited a health spa during the past two years were very active in a wide variety of outdoor activities.

Relative to other travellers, health spa visitors were especially likely to have gone sailing, windsurfing or scuba diving;

worked out at a fitness centre or jogged; participated in team sports; or taken part in an extreme sport (e.g., rock climbing).

This suggests that health spa enthusiasts are generally in excellent physical condition and interested in energetic, strenuous outdoor pursuits. Those who are interested in

visiting a health spa were also likely to have participated in team sports and to have worked out in a fitness centre or

jogged, but to a lesser degree than actual spa visitors.

Technical NoteThis analysis is based on a factor analysis of the outdoor vacation activities sought during the past two years. See Appendix Four for a description of the individual items associated with each of these factor scores. The factor scores

for each dimension is determined by the weighted sum of all items determined by how much any given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard

deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience.

Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the

group were progressively less likely to have pursued the vacation experience.



Interest in Health SpasCultural and Entertainment Activities Soughtduring Pleasure Travel in Past Two Years

Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

-0.20 0.00 0.20 0.40 0.60 0.80 1.00

Shopping and Dining

Museums, Art & Historical Sites

High Arts

Theme Parks

Professional Sports

Zoos, Acquariums & Planetariums

Agricultural & Local Fairs

Concerts, Carnivals & Festivals

Aboriginal Cultural Experiences

Gardens & Natural Attractions

Cultural Festivals

International Sporting Events

Casino Gambling & Horse Racing

Rodeos & Auto Racing

French Canadian Cultural Experiences


Individuals who visit a health spa during the past two years while travelling were also frequent participants in a wide variety

of cultural and entertainment pursuits. Relative to others, theywere especially likely to have attended high arts performances

(ballet, live theatre, opera) and professional sporting events, but they also manifest above average participation rates in all fifteen

types of cultural and entertainment pursuits examined in the TAMS research. Those who expressed an interest in visiting a health spa were also above average participants in most culture and entertainment pursuits, but in most instances, much less so

than spa visitors (shopping and dining being the sole exception).

Technical NoteThis analysis is based on a factor analysis of the culture and entertainment vacation activities sought during the past two years. See Appendix Five for a description of the individual items associated with each of these factor scores. The factor

scores for each dimension is determined by the weighted sum of all items determined by how much any given item is

correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation of “1”. A value of “0” means that the travellers in the group

exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively less likely to have pursued the vacation

experience.



Interest in Health SpasAccommodation-Related Activities Sought

during Pleasure Travel in the Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

Technical NoteThis analysis is based on a factor analysis of the accommodation-

related activities sought during the past two years. See Appendix Six for a description of the individual items associated with each of these

factor scores. The factor scores for each dimension is determined by the weighted sum of all items determined by how much any given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation experience. Progressively more positive values indicate that the travellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative values indicate that the travellers within the group were progressively

less likely to have pursued the vacation experience.

-0.40 0.00 0.40 0.80 1.20 1.60 2.00 2.40 2.80 3.20

Camping in PublicGrounds orWilderness

Cooking or Wine-tasting School

Lakeside orWilderness Lodge

Remote Fly-in Lodge or Outpost

Ski Resort

Seaside Resort

B&B, Spa orGourmet Restaurant


Those who visited a health spa during the past two years clearly exhibited a keen interest in unusual accommodation-related vacation experiences. For example, relative to the overall travel market, spa visitors were 151% more likely to have stayed at a bed and breakfast, 254% more likely to have stayed at a ski resort during the summer and

65% more likely to have stayed in a wilderness lodge. In terms of the more exotic accommodation-related activities, health spa visitors were 396% more likely to have

stayed at a guest farm or working farm, 780% more likely to have stayed at a gourmet restaurant with accommodations, 1,133% more likely to have stayed at a cooking school and 1,371% more likely to have stayed at a wine tasting school. These patterns were not

evident among those who only expressed an interest in visiting a health spa over the course of the next two years. The relationship between health spa visits and visits to

other atypical accommodations suggest that cross-selling spas to visitors of these other types of accommodations is likely to be highly effective.



Interest in Health SpasDay and Overnight Touring Activities Sought in Past Two YearsBase: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

-0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00

Guided Tours ofCountry or City

Winery Tours

Touring by PersonalVehicle

Great Lake Boat &Submarine Cruise

Boat & Train DayTours

Scenic Day Tours byAir

Ocean Cruises


Technical NoteThis analysis is based on a factor analysis of the overnight tours

taken during the past two years. See Appendix Seven for a description of the individual items associated with each of these factor scores. The factor scores for each dimension is determined by the weighted sum of all items determined by how much any

given item is correlated with the overall factor score. Factor scores are standardized with an average of “0” and a standard deviation

of “1”. A value of “0” means that the travellers in the group exhibited an average tendency to pursue a given vacation

experience. Progressively more positive values indicate that thetravellers in the group were progressively more likely to have pursued the vacation experience. Progressively more negative

values indicate that the travellers within the group were progressively less likely to have pursued the vacation experience.

Those who visited a health spa while travelling during the past two years were also likely to have taken a

number of day and overnight tours. Relative to other travellers, they were especially likely to have taken a Great Lakes or submarine cruise, but were also more

likely to have taken a winery tour, a guided tour of the country or city, a boat or train day tour, or a scenic day tour by air. This again reflects the interest of health spa

visitors in unusual vacation experiences and suggests that packaging health spa visits with exotic tours may be

effective for this market. Note that touring activity levels were much lower among those who only expressed an

interest in visiting a health spa during the next two years.



Interest in Health SpasSources of Information Consulted to Plan Brief Vacations


0% 10% 20% 30% 40% 50% 60% 70% 80%

Past Experience/Been There Before

Advice of Friends or Relatives

Internet/World Wide Web

A Travel Agent

Articles in Newspapers or Magazines

An Airline's Reservation System

An Auto Club Such as CAA or AAA

Advertisements in Newspapers or Magazines

Travel Information Offices Including Printed Materials

Travel Information You Received in the Mail

Travel Guides Such as Fodor's or Michelin

Programs on Television

Advertisements onTelevision

Visits to Trade/Travel/Sportsmen's Shows

Other Mentions


Those who have visited a health spa while travelling during the past two years tend to consult a wide array of information sources when planning brief vacations.

Although past experiences and the advice of friends or relatives were the most

frequently consulted information sources, health spa visitors were frequent users of the Internet, travel agents, and articles in newspapers or magazines. Relative to the average traveller, spa visitors were also more likely to use printed information

obtained from travel offices and information received in the mail to plan brief vacations. Those with an interest in visiting a spa during the next two years

tend to consult similar sources of information, but to a lesser degree than spa visitors. Overall, spa visitors appear

to be more likely to actively seek out information to plan their brief vacations

than the average traveller.



Interest in Health SpasSources of Information Consulted to Plan Longer Vacations


0% 10% 20% 30% 40% 50% 60%

Past Experience/Been There Before

Advice of Friends or Relatives

A Travel Agent

Internet/World Wide Web

An Airline's Reservation System

An Auto Club Such as CAA or AAA

Articles in Newspapers or Magazines

Travel Information Offices Including Printed Materials

Advertisements in Newspapers or Magazines

Travel Information You Received in the Mail

Travel Guides Such as Fodor's or Michelin

Programs on Television

Advertisements on Television

Visits to Trade/Travel/Sportsmen's Shows

Other Mentions


Those who have visited a health spa while travelling during the past two years also

consulted a broad array of information sources to plan their longer vacations. Relative to the

average traveller, they were especially likely to have consulted a travel agent, used the Internet,

consulted airline reservation systems, and to have employed print materials (newspaper and

magazine articles, travel guides, direct mail) and television (programs, advertising) to plan longer vacations. Those who were interested in visiting

a health spa during the next two years also tended to consult a wider array of information sources than the average traveller, but to a lesser degree

than spa visitors. Once again, this pattern suggests that health spa visitors actively seek out information to help plan their vacation pursuits.



Interest in Health SpasInterest in New Tourism Products (Part One of Two)

By Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

44%

42%

36%

27%

24%

28%

19%

32%

42%

44%

38%

27%

25%

24%

21%

28%

35%

28%

28%

20%

18%

18%

18%

16%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Overnight Train Tours through Natural Terrain

Cruises on the Great Lakes (One or More Nights)

Game Parks or Game Preserves or WildlifeViewing Areas

A Science and Technology Theme Park Such asEpcot

An Aboriginal Attraction Such as the IndianMuseum

A Garden Attraction Such as Cypress Gardens orTivoli Park

A Heritage Attraction with HistoricalReconstructions or Reenactments

A Movie Theme Park Such as Universal Studiosor MGM

VisitedInterestedNot interested

Respondents were asked whether each of the sixteen new tourism attractions would

make them “A Lot More Interested” in taking a trip to Ontario. Relative to the

average traveller, health spa visitors exhibited greater interest in seven of the eight more popular tourism attractions. They exhibited particular interest in an

overnight train tour through natural terrain, a Great Lake cruise, a games preserve with

wildlife viewing areas and theme parks. Those with an interest in visiting a health spa also exhibited above interest in most of the proposed new tourism attractions. Overall, this pattern of results reflects the

interest of spa visitors in unusual and novel vacation experiences.



Interest in Health SpasInterest in New Tourism Products (Part Two of Two)

By Percent Stating Attraction Would Make Them “A Lot More Interested” in Taking a Trip to Ontario Base: Total population (18 plus) who travelled in last two years, Canada & U.S. (mailback survey)

23%

25%

30%

24%

11%

21%

20%

16%

32%

28%

29%

31%

17%

17%

15%

10%

14%

14%

14%

12%

11%

8%

7%

7%

0% 10% 20% 30% 40%

A Cultural Festival Such as Mardi Gras

A Children-oriented Amusement Park Suchas Disneyland

A Wine Region Such as Napa Valley or Côted'Or in France

A Musical Festival Such as the JazzFestival in Montreal

A Forestry or Mining Attraction Such asMine Tours

A Film Festival Such as the Cannes FilmFestival

A Musical Attraction Such as the Rock 'nRoll Musuem, etc.

World Class Trophy Fishing Tournaments

VisitedInterestedNot interested

Those who had visited a health spa during the past two years also exhibited increase interest

in seven of the eight less popular tourism packages. Relative to other travellers, they were especially likely to exhibit interest in

winery tours, cultural, film and jazz festivals, a musical attraction and child-oriented amusement parks such as Disneyland.

Individuals interested in visiting a health spa were especially interested in a cultural

festival such as Mardi Gras and a musical festival such as the Jazz Festival in Montreal– reflecting the relative youthfulness of this

sector of the market.



Interest in Health SpasMedia Index for Print Media: Canada and United States

By Percent Reading Each Type of Publication in General Market,among Those with an Interest in Health Spas


Technical NoteThe Media Index is computed by dividing the percent within

each segment routinely reading each publication by the percent in the total market who routinely reads each

publication. A score of 1.0 means that readership is the same as the total market. Index values above 1.0 indicate that the readership is above average while index values below 1.0 indicate that readership is below average. For example, an index value of 1.2 means that persons very interested in

downhill skiing and snowboarding were 20% more likely to read a particular publication than the general adult population.

1.06

1.23

1.08

1.23

1.02

1.25

1.46

1.22

1.22

1.06

1.25

1.22

1.83

0.96

0.98

1.00

0.98

0.96

0.93

1.27

1.13

1.04

1.21

1.13

1.15

1.41

1.31

1.01

Daily Newspaper

Travel Section of Daily Newspaper

Weekend Edition of Newspaper

Travel Section of Weekend Newspaper

Community Newspaper

Other Newspapers

Travel Magazines Such as Condé Nast

National Geographic

Sports Magzines Such as Sports Illustrated

Hobby Magazines Such as Gardening

News Magazines Such as Time or Newsweek

Fashion/Homemaking Magazines Such as Vogue

General Interest or City Life Magazines (New Yorker)

Other Magazines

VisitedInterested

Media indexing for various types of print media (see Technical Note below) suggests that visitors of health spas were more likely to read general

interest or city life magazines (e.g., New Yorker). They were also above average readers of travel

magazines, sports magazines and news magazines. Individuals who expressed an interest in visiting a health spa during the next two years were above

average readers of fashion or homemaking magazines (e.g., Vogue) as well as “Other

Newspapers” and sports magazines. Generally, travel magazines and newspapers, as well as

lifestyle magazines, would appear to be the most efficient way by which to reach health spa visitors.



Interest in Health SpasMedia Index for Television Programs: Canada and United States

By Percent Watching Each Type of Television Program in General Market,among Those with an Interest in Health Spas


0.99

0.90

1.00

1.04

1.03

1.16

1.16

1.20

0.87

1.05

0.94

1.00

1.08

0.95

0.88

0.99

1.11

1.06

0.99

1.06

0.99

1.01

0.94

1.11

Movies Shown on Television

Nature Shows

Early Evening News Shows

Professional Sports Events

Evening Situation Comedies

Evening Drama

Late Evening News Shows

News Magazine Shows

Instructional or Hobby Shows

Morning News Shows

Other Television Programs

Daytime Television during Weekdays

VisitedInterested

Health spa visitors were slightly more frequent viewers of news magazine shows and late evening news and

drama programming. However, given the keen interest in travel related print

material exhibited by health spa visitors, television is not

recommended as the most efficient media channel by which to

communicate with this market.

Technical NoteThe Media Index is computed by dividing the percent within each segment routinely watching each show by the percent in the total market who routinely watches

each show. A score of 1.0 means that viewership is the same as the total market. Index values above 1.0 indicate that the viewership is above average while index values below 1.0 indicate that viewership is below average. For example, an index value of 1.2 means that persons very interested in the news were 20% more likely to watch a

particular show than the general adult population.



Interest in Health SpasBy Percent of Internet Usage for Researching or Booking at Least One Trip


66%

58%

53%

29%

23%

18%

Visited

Interested

Not Interested

Visited

Interested

Not Interested

Those who had visited a health spa during the past two years were much more likely

to use the Internet as an information source and to have booked trips using the Internet. This reflects the fact that interest in health spas is higher among younger travellers,

who are among the more frequent users of the Internet. The Internet is clearly an important communication channel by

which to reach this target market.

ResearchUsing Internet

(Any Topic)

Booked TripUsing Internet(Last Two Years)



Destination Image Mapping- Technical Explanation -

Destination Offers Opportunities forNature & Outdoor Activities ---->D

estin

atio

n O

ffers

Opp

ortu

nitie

sfo

rC

ultu

ral&

Ente

rtai

nmen

tAct

iviti

es --

-->

Cultural &Entertainment Activities

Only

Neither Cultural/ Entertainment nor

Nature/Outdoor Activities

Nature & Outdoor Activities Only

Cultural/Entertainment and

Nature/Outdoor Activities

Respondents were asked to assess the image of Canada and Ontario on a ten point rating scale for 25 image attributes. These ratings were factor analyzed to identify general image dimensions upon which Canada and Ontario

were evaluated (see Appendix Eight for more details). The values of Canada and Ontario were plotted on a destination map to indicate the positioning of Canada for each type of respondent. If Canada or Ontario is found in the upper left quadrant it is considered to offer excellence opportunities to experience cultural and entertainment

activities, but less likely to provide opportunities to experience nature or participate in outdoor activities. If Canada or Ontario is found in the lower right quadrant, it is considered to offer excellent opportunities to experience nature

and participate in outdoor activities, but fewer opportunities for cultural experiences or entertainment. When Canada or Ontario is found in upper right quadrant, it is perceived as a hybrid destination offering opportunities for both

nature/outdoor experiences and cultural/entertainment experiences. On the other hand, when Canada or Ontario is found in the lower left quadrant, it is either not well known or has weak imagery on both image dimensions.

HybridDestination

UndefinedDestination



Interest in Health SpasCanadian Vacation Imagery: Canada and United States

Base: Total population (18 plus) who travelled in last two years and able to rate Canada on one plus attributes, Canada & U.S. (mailback survey). Circle size denotes size of the market

Destination Offers Opportunities for Nature & Outdoor Activities ---->

Des

tinat

ion

Offe

rs O

ppor

tuni

ties

for

Cul

tura

l & E

nter

tain

men

t Act

iviti

es---

->

VisitedHealth Spa:American

HybridDestination


Not Interestedin Health Spas:

Canadians

Visited Health Spa:Canadians

Interestin Health Spas:

Americans


Americans

Interestin Health Spa:

Canadians

Canadians tend to view Canada as a destination that offers greater opportunities to experience culture and

entertainment than as a destination which offers opportunities to experience nature and participate in outdoor activities. This impression of Canada was

unrelated to the traveller’s interest or visits to health spas. On the other hand, Americans who have visited a

health spa, or are interested in visiting a health spa,tended to have a much more favourable impression of

Canada as a destination offering culture and entertainment than those who did not visit or exhibit an

interest in visiting a health spa. This suggests that Americans with an interest in health spas may be more

familiar with Canada as a vacation destination than those without such an interest.



Ontario Vacation Imagery: Canada and United StatesBy Interest in Downhill Skiing and Snowboarding

Base: Total population (18 plus) who travelled in last two years and able to rate Canada on one plus attributes, Canada & U.S. (mailback survey). Circle size denotes size of the market

Destination Offers Opportunities for Nature & Outdoor Activities ---->

HybridDestination


Des

tinat

ion

Offe

rs O

ppor

tuni

ties

for

Cul

tura

l & E

nter

tain

men

t Act

iviti

es --

-->

Canadians viewed Ontario as a destination which primarily offers opportunities to experience

culture and entertainment rather than the opportunities for nature and outdoor activities.

This impression was unrelated to health spa visits or interest in visiting health spas. On the other

hand, Americans who have visited or were interested in visiting health spas had a much more favourable impression of Ontario as a

cultural and entertainment destination than those without such an interest. American impressions

of Ontario and Canada were quite similar,suggesting that Ontario does not possess a

distinctive positioning relative to Canada as a travel destination.


CanadiansVisited

Health Spa: Canadians


Canadians


Americans


Americans

VisitedHealth Spa:

American



Interest in Health SpasOverall Market Potential: Canada

By Likelihood of Travel within Canada (Indexed)Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years

0.35

0.37

0.32

0.31

0.27

0.28

0.48

0.16

0.24

0.27

0.11

0.11




Affluent Families









The Overall Market Potential Index is constructed to identify those segments

which are most likely to be responsive to marketing, advertising and promotional initiatives designed to promote Canada’s health spas. This Index indicates that in

Canada, the Affluent Mature Singles represent the prime target market for such

initiatives. Affluent Young Singles and Affluent Young Couples represent

important secondary target markets for health spa promotional activity.

Technical NoteThe Overall Market Potential Index is computed

by multiplying the percent who exhibit an interest in health spa vacation products and the

percent likely to take a trip in Canada during the next two years. This index is standardized such

that values above 1.0 reflect above average market potential, and values below 1.0 reflect

below average market potential.



Interest in Health SpasOverall Market Potential: United States

By Likelihood of Travel To Canada (Indexed)Base: Percent of population (18 plus) who either travelled in last two years or intends to travel in next two years

0.90

0.79

0.64

0.62

0.33

0.29

0.84

0.26

0.28

0.78

0.16

0.15




Affluent Families









The Overall Market Potential Index for the United States shows a similar pattern

as that observed for Canada. In the United States, the Affluent Young

Singles and the Affluent Mature Singles represent the most important target groups for health spa promotional

activities. However Affluent Couples and Affluent Mature and Senior Couples are

also important secondary markets and likely to be responsive to such initiatives.

Technical NoteThe Overall Market Potential Index is computed by multiplying the percent who exhibit an interest in

health spa vacation products and the percent likely to take a trip in Canada during the next two years. This

index is standardized such that values above 1.0 reflect above average market potential, and values below 1.0 reflect below average market potential.

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