TIAO launches Ontario Traveller Perception and Behaviour Monitor

The Tourism Association of Ontario (TIAO), Skift and Twenty31 Consulting Inc. have partnered to launch the TIAO Ontario Traveller Perception and Behaviour Monitor, the definitive quantitative-based market research study filling the data and insights void in Ontario around perceptions, intentions and behaviours of Ontario travel consumers.

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Through a yearly subscription, this quantitative-based market research study will track how Ontario travel consumers perceive destinations and assess their overall travel intentions and behaviours. The syndicated research program including bi-annual reports and insights briefings is designed to directly support Ontario RTOs, DMOs and tourism operators to make better informed business decisions around destination and experience development.

Regular tourism market research has historically been prohibitively expensive for RTOs and DMOs. As a result, the current understanding of the needs and aspirations of Ontario travel consumers is largely based on anecdotal evidence and infrequent data-heavy research.

Understanding the importance of this data to the travel and tourism industry, this partnership has allowed Skift Advisory to be able to extend a significantly reduced cost through group pricing, allowing the industry to access insightful analysis and contextual data on Ontario's dynamic tourism economy from regular surveying of representative samples of Ontario travel consumers.

Key benefits for your RTO/DMO:

1. Regular access to quantitative market research on the Ontario travel consumer market

2. Insightful analysis to directly support destination development, management, and marketing efforts

3. Current understanding of how market and societal trends are shaping Ontario travel behaviour

4. Determine how best to position destinations and experiences to attract high-value Ontario travel consumers

5. Align how your destination's unique competitive advantage aligns with Ontario travel consumer needs and aspirations

What's on offer by joining the research program:

1. Two insights reports per year (January: Winter & Spring Season/July: Summer & Fall Season)

2. Two insights briefings per year

3. Access to a suite of thought leadership specific to Ontario's tourism economy

Options for your RTO/DMO:

  • Standard: Insights Reports + Insights Briefings
  • Premium: Insights Reports + Fully customized destination Insights Briefings
  • Elite: Insights Reports + Fully customized destination Insights Briefings + Up to 3 additional Research Questions specific to the destination + Optional: Activation Workshops with focus on Product Development and Investment Attraction.
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