1. Region 9 Regional Tourism Organization, The Great Waterway(RTO9)
Market Research Needs Assessment
Multi-Year Plan:
Topline Presentation
Twenty31 Consulting
February 13, 2018

2. The Ask Develop a multi-year market research plan customized for RTO9
Solicit input of all partner DMOs/DMPs
Current research use; Needs, Gaps
Review competitive and peer context
Review methodology options, primary research approaches, secondary sources

3. Defining the Research Client
RTO9: Leadership and enabling environment
DMOs/DMPs: Primary client
Tourism businesses: Secondary client

4. Why Use Research? Evidence-based ideas and decisions
Develop and manage destinations
Create compelling products and experiences
Market effectively
Measure impact

5. From Inputs to Outcomes: How Research Drives Success
Accurate visitor numbers and overall spend
Survey data from current visitors
Survey data from potential visitors
Better tourism economic impact modelling
Better management information
Better understanding of target markets
More effective communications and marketing
Better attractions and more repeat visitors
Data on industry trends and peer activity
More informed planning process
Increased ability to ‘soft lobby’ for more resources
More appealing products and attractions

6. The RTO9 Multi-Year Research Plan – Defined Projects
The plan is broken into primary and secondary elements with defined projects:
Primary: The base research plan for RTO9 (quick wins)
Secondary: Ancillary research initiatives to be explored and piloted in Year 2+ and/or with increased operational funding
Recommendations for management, communications and dissemination are also included.

7. The RTO9 Multi-Year Research Plan – Timeline
Year 1: April to March
Year 2: April to March
Year 3: April to March
Primary Initiatives (Quick Wins)
Consumer Insights Survey (1 wave - Pilot)
Industry Insights Survey (1 wave – Pilot
Consumer Insights Survey (2 waves)
Industry Insights Survey (2 waves)
Brand Assessment Study
Consumer Insights Survey (4 waves)
Secondary Initiatives -
Research Standardization
Consumer Segmentation
Visitor Profile Statistics
Communication and Dissemination Initiatives
Industry Newsletter (launch)
Industry Forum
Research Training Workshop(s)
Set up of Web Portal
Set up of Standardized Metrics
Industry Newsletter
Refinement of Web Portal
Full Roll-Out of Standardized Metrics

8. The Research and Insights Plan for RTO9 – Primary Initiatives
Project 1: Consumer Insights Survey
Project 2: Industry Insights Survey
Project 3: Brand Assessment Study
What
Regular survey to track actual and potential visitor profiles and behaviour
Regular survey of RTO9 regional tourism businesses to assess industry performance and market trends
Engage Destination Ontario and/or Destination Canada to secure RTO9 questions
How
Pilot RTO9 consumer database study rolled out to all DMOs with a consumer database
Standardization and tracking of key questions
Existing stakeholder survey conducted each year to be continued
Collaboration with DMOs/DMPs to boost database of regional tourism operators in sample
Secure access to DC data on reginal brand(s) awareness and perception
Secure access to Destination Ontario data on regional brand awareness and perception
Lead
Lead: RTO9
Support: DMOs/DMPs
Timeline/ Budget
Pilot wave 1 (summer 2018)
8 weeks per wave
2 waves per year: summer and winter (Year 2), moving to 4 waves per year
$2,000 plus $2,000 (survey system software and 2 incentives)/wave
2 waves per year (by Year 2): spring and fall
$2,500 (full annual subscription to survey software)
Pilot in 2019
DC: US and Global Tourism Watch Studies (annual)
Destination Ontario: US and Ontario Advertising Tracking and Brand Studies (annual)
$5,000 total budget for questions
Outcomes/
KPIs
Improved information to shape regional tourism offering including product and experience development and marketing program
Ability to predict consumer behaviours and trends
Regular forum to capture key stakeholder issues, market trends and outlook
Obtain accurate measure of regional brand perception and consumer ranking
Metrics
Visitor perceptions; travel patterns; brand assessment
Industry perceptions; Industry trends
Overall brand appeal
Travel consumer perceptions
Total Annual Budget: $15,500+ plus staffing resources

9. The Research and Insights Plan for RTO9 – Secondary Initiatives
Project 1: Research Standardization
Project 2: Consumer Segmentation
Project 3: Visitor Profile Metrics
What
Standardize all RTO9 external industry research surveys and data collection
Use of the Environics Analytics, PRIZM tool
Collation of traveller statistics at attractions and/or on overnight stays at hotels in the region
How
For all RTO9 FAM trips, industry workshops, industry trade shows and the annual conference have one standard online survey to assess a core set of metrics on utility (as well as industry insights)
Development of a sampling plan linked to VICs with an online data input interface
Collect zip codes/post codes and analyze centrally using the PRIZM tool
Option 1: Intercepts based on sample plan
Option 2: Partnership arrangement with third party booking sites allowing RTO9 to access their data on number of travellers, price point paid, party composition
Focus on attractions (pilot); with possible roll-out to hotels
Lead
Lead: RTO9
Support: DMOs
Support: DMOs/DMPs
Timeline/ Budget
Year 2
Full implementation in Year 3
Feed metrics into main dashboard
Cost incorporated into main RTO9 survey software subscription
Year 3 development and roll-out
$40,000 to $50,000
Limited 12 week pilot in Year 3 during summer
Rolled out across region in subsequent years
Option 1: $60,000 to $100,000
Option 2: $2,500 (access to booking site)
Outcomes/
KPIs
Aligned industry insights
Accurately assess consumer segments
More accurate measure of size of regional tourism industry and ability to measure economic impact
Metrics
Industry feedback and perceptions
Profiles of the RTO9 visitor
Total visits; spend; origin; composition
Total Annual Budget: $40,250 to $50,250+ (variable) plus staffing resources

10. The RTO9 Multi-Year Research Plan – Research Leadership
Research Committee
RTO9 should set up a research committee
Provide regular advice and strategic direction including monitoring the progress of the plan.
Comprise RTO9 representatives as well as personnel from partner DMOs/DMPs, accommodation providers and other operators within the region (i.e., 6 to 8 individuals engaged every 6 to 12 months)
Research Training
RTO9 should provide training on tourism research design, management and analysis
Retain the services of a third-party provider to develop a series of training workshops to provide basic knowledge and training: how to source data, how to implement this plan and how to use data

11. Presenting, Communicating and Disseminating the Research
Project 1: Industry Newsletter and Forum
Project 2: Metric Standardization
Project 3: Research Portal
What
Publish an operator-focused insights newsletter and host a research forum
Identification of a core set of metrics to track and standardize across all DMOs
Define a B-to-B web portal to collect, store and communicate research
How
Using open-source and RTO9 led-research activities craft a twice or three-times annual insights newsletter for RTO9 clients (operators) and DMO Partners
Host a one-day research forum
Work with DMO partners to agree on a set of metrics that will be collected in all areas when traveller views are surveyed including B-to-C website metrics
Metrics to include those prioritized by the Ministry of Tourism and to include RTO9 funded brand awareness and marketing campaign impact
Utilize RTO9’s industry website and possibly include a semi-dynamic dashboard to host regional performance metrics
Lead
Lead: Tourism Product Development Manager
Lead: Marketing Manager
Support: Tourism Product Development Manager
Support: Marketing Manager
Timeline/ Budget
Year 1 launch the newsletter (spring and fall) – assess relevance for Year 2+
Host a one-day research learning forum (fall)
$5,000 to draft newsletters (and pay for select research)
$7,500 to host research forum (cost for a facilitator) - leverage sponsors for venue booking, A/V and hospitality costs
Year 1 – identify metrics and work with DMO partners to standardize
Year 2 – Fully roll-out to all DMOs and collect and review results
No cost
Year 1 - set up of web portal
Year 2 – develop dashboard and integrate
$10,000 (web design and possible license fee for dashboard with DMO access)
Outcomes
Better disseminate research and offer a key operator and DMO learning benefit
More robust local-level data on visitor reach and feedback
Better sharing and usage of data and research
Total Annual Budget: $12,500 plus one-time dashboard costs plus staffing resources

12. Day-to-Day Management of the Research Plan
Manage as is: use existing team
Research analyst option: retain an in-house staff person
Research support option: appoint a third party consultancy and empower research suppliers including academic institutions