Research Reports & Insights
Understanding data can be tricky: identifying what we need to know, ideating how to find the information, capturing, analyzing, understanding, managing, implementing… it can be a lot!
In this page you will find sparks of data, mostly highlights restricted to what can be shared online. We want to enhance your understanding on how to use it, the “so what” part of things. Our wish is to support every operation in our region, and for you to use informing evidence to feel empowered and confident in your decision making. This will ultimately help you reach your full potential, understand your competitive advantage, craft exciting new things, and maintain the good old ones that serve you.
This requires a specific (and sometimes custom) approach that cannot be done solely through a website, so let’s work together.
We are here to help you use the data, even if it is in small steps.
Data turns into insights. Insights inspire action.
Get started now and connect with our Research & Partnerships Manager, Ana Baxter by clicking the button below!
Customized Offerings
To gain data and insights that are more specific to your organization and to protect data ownership and competitive aspects, custom data reports are available to industry stakeholders upon request including:
Demographic data of the area of your operation to illustrate facts on population, education, income, housing, labour, and a map of the area.
Demographic data of the target market intended in the application, includes facts on population, education, income, housing, labour, and a map of the area.
Visitor origin, data illustrating where visitors are coming from within your DMO catchment.
Segmentation, analysis of potential market size for a new product/service (USA and CAD).
Segmentation, analysis of your current visitors by providing postal code data (USA and CAD).
The Snippet
The Snippet is a one page, clickable snapshot of the latest data available in our region. It’s updated monthly so that you can stay up to date on the latest data.
The Snippet likes to travel, and is made to be shared. Feel free to share with your networks.
Acronyms Legend:
ADR - Average Daily Rate
DC - Destination Canada
EA - Environics Analytics
OCC - Occupancy
n - Number of Individuals Surveyed
YoY - Year-over-Year
RevPAR - Revenue per available room
High Value Market Segments
Three market segmentations have been developed by Ontario’s Southwest Tourism to identify and meet visitors’ key shifts in travel:
Young Urbanites
Flourishing Families
Mature & Secure
These segments share the following characteristics: Travelers interested in immersing into the local culture, care for community and environment, care about diversity, equity, and inclusion, are affluent, educated, they assiduously travel to Ontario and like to shop.
Targeting these ideal segments will add to the positive mix of travellers in the region.
KPIs by Destination Marketing Organizations
Main tourism Key Performance Indicators (KPIs) are available for each DMO and for the region.
Click on the image to the left, and you can then click on the individual logo(s) to receive the clickable one page report(s) of your DMO of interest.
Resource Videos
