2014 Tourism Research Wine Country Ontario Visitor Survey · 2014 Tourism Research Wine Country...
Transcript of 2014 Tourism Research Wine Country Ontario Visitor Survey · 2014 Tourism Research Wine Country...
STRICTLY PRIVILEGED AND CONFIDENTIAL
Prepared by:
Innovative Research Group, Inc.Toronto • Vancouver • Calgary
www.innovativeresearch.ca
December 2014 :: Final Report ::
2014 Tourism Research
Wine Country Ontario Visitor Survey
Prepared for:
Wine Council of Ontario4890 Victoria Ave. NorthVineland Station, ON LOR 2E0
Research Objective
Innovative Research Group (INNOVATIVE) was commissioned by the Wine Council
of Ontario (WCO) to conduct the 2014 WCO Visitor Survey.
The intercept survey was designed to determine the make-up and behavior of
visitors to Ontario wineries and included the following topics:
1. Segmentation: age, gender, origin, lifestyle
2. Wine Habits and Attitudes: general purchasing habits of visitors
3. Winery Experience: specifics on attendance, transportation and activities
4. Planning: time to plan, method and way-finding
5. Wine Country Experience: endorsement and likelihood to return
2
3
Key Finding OverviewVisitor Type• 84% of all visitors to wineries are from Ontario. 24% local and 60% from the rest of Ontario. On average, the GTA
represent 24% of all visitors to Ontario wineries. 10% are international visitors (an estimated 9% of all visitors come from the US).
Winery Experience• Most (87%) of respondents arrived at the winery by car. Tour buses are most common in Niagara-on-the-Lake
region and least common in South Coast region.
• Leisure entertainment is the most cited reason for visiting the winery. However, the reason differs depending on the respondents’ age-gender group and place of origin.
• First-time visitor to the winery is most commonly seen in Prince Edward County region (64%) and least common in Lake Erie North Shore & Pelee Island region (41%).
Winery Trip Planning• “Past experience” (25%) is the most used planning tool, followed by word of mouth (15%).
Wine Country Experience• Majority (73%) of the respondents would return to Ontario wine region within a year. The likelihood of re-visit
decreases significantly for non-Ontarian respondents.
Likelihood to Recommend• Ontario wineries receive strong recommendation with a net promoter score of +65%.
Winery Region% of Female
AVG AGE: Estimated
Average AgeVISITOR TYPE:
AVG SPEND (Est.; 750 ml)
Avg spending on a bottle of wine
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:(Estimated avg.)
WINERYACTIVITY:
VISITED THIS WINERY:(Estimated avg.;
Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
COMMUNICATION CHANNEL
1. .2. .3. .4. .
WINERY ENDORSEMENT: (Net Promoter Score)
Regional Endorsement
LENGTH OF TRIP:
TRIP ACTIVITY:
1. .2. .3. .
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
Arrived in cars
Arrived in Tour bus
4
LocalVisitor
GTA Visitor
Ontario Visitors
Canadian/
non-ONvisitor
Int’l & US visitorLocal GTA
Spouse Family FriendsFriends
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Length of time stayed in the winery
Top 3 activities participated at the winery
Average number of visits that the respondents have paid the winery
% of respondents who bought wine at the winery
Top 3 reasons for visiting the winery
Average number of wineries that the respondents plan to visit during the trip
% of respondents who are visiting the winery for the first time
Top 4 tools that trip planners used to plan the trip
Top 4 communication channels that trip planners found useful
(% of Promoters) – (% of Detractors); For the winery being visited
(% of Promoters) – (% of Detractors); For the wine region being visited
The length of the current trip to the wine region
The likelihood of returning to any Ontario wine region within 12 months
% of respondents who have visited any Ontario wine region before
% of respondents who have visited any wine region outside of Ontario before
Top 3 activities that the respondents participated in during the current trip
Volume of wine purchase in the past four weeks (not winery purchases)
Regional Dashboard Legend
Niagara Escarpment Twenty Valley
66%(66%)
AVG AGE:
44VISITOR TYPE:
AVG SPEND (Est.; 750 ml)
$18.50($17.45)
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:
(Estimated avg)
WINERYACTIVITY:
1. Sample wine 82% (85%)
2. Wine tour 12% (14%)
3. Structured Tasting 12% (7%)
VISITED THIS WINERY:(Estimated avg.; Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
1. Planned 56% (64%)
2. Part of Wine Tour 15% (10%)
3. Chance 15% (13%)
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
1. Past experience 39% (43%)
2. Word of mouth 27% (26%)
3. WCO guide 15% (11%)
4. WCO website 5% (6%)
COMMUNICATION CHANNEL
1. Websites 33% (29%)
2. Printed resources 30% (26%)
3. Road signs 28% (19%)
4. Mobile Apps 7% (5%)
WINERY ENDORSEMENT (Net Promoter Score):
Regional Endorsement(Net Promoter Score):
LENGTH OF TRIP:
TRIP ACTIVITY:
1. Dine locally 63% (58%)
2. Hotel/B&B 26% (34%)
3. Shopping 24% (32%)
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
90%(88%)
7%(7%)
5
23%(27%)
32%(21%)
67%(58%)
4%(7%)
10%(9%)
Local GTA
5%(7%)
31%(34%)
24%(23%)
19%(16%)
20%(22%)
35%(35%)
24%(28%)
38%(32%)
Friends
73%(76%)
2.9(3.1)
3.1 (2.7)
57% (56%)
+64% (+65%)
69% (68%) 62% (57%)
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Times
37(40)
Min.
69%(51%) Day Trip
77% (75%)
+74% (+76%)
0 1-4 5-9 9-12 12+
Wineries
Niagara-on-the-Lake62%(66%)
AVG AGE:
43VISITOR TYPE:
AVG SPEND (Est.; 750 ml)
$18.04($17.45)
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:
(Estimated avg)
WINERYACTIVITY:
1. Sample wine 86% (85%)
2. Wine tour 25% (14%)
3. Have a meal 12% (18%)
VISITED THIS WINERY:(Estimated avg.; Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
1. Planned 64% (64%)
2. Part of Wine Tour 17% (10%)
3. Chance 8% (13%)
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
1. Past experience 38% (43%)
2. Word of mouth 26% (26%)
3. WCO guide 14% (11%)
4. WCO website 10% (6%)
COMMUNICATION CHANNEL
1. Websites 42% (29%)
2. Printed resources 26% (26%)
3. Road signs 17% (19%)
4. Social Media 5% (5%)
WINERY ENDORSEMENT (Net Promoter Score):
REGIONAL ENDORSEMENT:
LENGTH OF TRIP:
TRIP ACTIVITY:
1. Dine locally 73% (58%)
2. Hotel/B&B 51% (34%)
3. Shopping 44% (32%)
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
83%(88%)
11%(7%)
6
14%(27%)
28%(21%)
55%(58%)
7%(7%)
24%(9%)
Local GTA
8%(7%)
38%(34%)
22%(23%)
16%(16%)
20%(22%)
43%(35%)
27%(28%)
27%(32%)
Friends
70%(76%)
2.7(3.1)
63% (56%)
+62% (+65%)
49% (75%)
39% (68%) 53% (57%)
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Times
40(40)
Min.
42%(51%) Day Trip
+77% (+76%)
0 1-4 5-9 9-12 12+
2.7 (2.7)
Wineries
Prince Edward County
59%(66%)
AVG AGE:
45VISITOR TYPE:
AVG SPEND (Est.; 750 ml)
$18.83($17.45)
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:
(Estimated avg)
WINERYACTIVITY:
1. Sample wine 92% (85%)
2. Have a meal 26% (18%)
3. Food pairing 8% (7%)
VISITED THIS WINERY:(Estimated avg.; Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
1. Planned 83% (64%)
2. Chance 5% (13%)
3. Last-min decision 4% (7%)
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
1. Past experience 36% (43%)
2. Word of mouth 19% (26%)
3. WCO guide 9% (11%)
4. WCO website 4% (6%)
COMMUNICATION CHANNEL
1. Websites 20% (29%)
2. Printed resources 17% (26%)
3. Road signs 3% (19%)
4. Advertising 3% (8%)
WINERY ENDORSEMENT (Net Promoter Score):
REGIONAL ENDORSEMENT:
LENGTH OF TRIP:
TRIP ACTIVITY:
1. Dine locally 64% (58%)
2. Hotel/B&B 42% (34%)
3. Shopping 36% (32%)
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
86%(88%)
5%(7%)
7
10%(27%)
32%(21%)
78%(58%)
9%(7%)
2%(9%)
Local GTA
4%(7%)
24%(34%)
25%(23%)
18%(16%)
28%(22%)
37%(35%)
28%(28%)
35%(32%)
Friends
78%(76%)
2.7(3.1)
64% (56%)
+53% (+65%)
61% (75%)
82% (68%) 66% (57%)
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Times
39(40)
Min.
36%(51%)
Day Trip
+78% (+76%)
0 1-4 5-9 9-12 12+
3.4 (2.7)
Wineries
Lake ErieNorth Shore
& Pelee Island
65%(66%)
AVG AGE:
48VISITOR TYPE:
AVG SPEND (Est.; 750 ml)
$14.54($17.45)
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:
(Estimated avg)
WINERYACTIVITY:
1. Sample wine 82% (85%)
2. Have a meal 20% (18%)
3. Wine Tour 8% (14%)
VISITED THIS WINERY:(Estimated avg.; Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
1. Planned 77% (64%)
2. Part of Wine Tour 12% (10%)
3. Last-min decision 6% (7%)
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
1. Past experience 65% (43%)
2. Word of mouth 23% (26%)
3. WCO guide 10% (11%)
4. WCO website 9% (6%)
COMMUNICATION CHANNEL
1. Printed resources 33% (26%)
2. Websites 29% (29%)
3. Road signs 19% (19%)
4. Advertising 7% (8%)
WINERY ENDORSEMENT (Net Promoter Score):
REGIONAL ENDORSEMENT:
LENGTH OF TRIP:
TRIP ACTIVITY:
1. Dine locally 62% (58%)
2. Shopping 37% (32%)
3. Hotel/B&B 32% (34%)
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
86%(88%)
9%(7%)
8
51%(27%)
3%(21%)
37%(58%)
3%(7%)
9%(9%)
Local GTA
6%(7%)
32%(34%)
22%(23%)
17%(16%)
23%(22%)
27%(35%)
28%(28%)
34%(32%)
Friends
78%(76%)
4.3(3.1)
41% (56%)
+75% (+65%)
71% (75%)
70% (68%) 56% (57%)
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Times
40(40)
Min.
49%(51%)
Day Trip
+82% (+76%)
0 1-4 5-9 9-12 12+
2.8 (2.7)
Wineries
Emerging Regions / South Coast
78%(66%)
AVG AGE:
47VISITOR TYPE:
AVG SPEND (Est.; 750 ml)
$17.35($17.45)
WINE PURCHASE(Bottle/past 4 wks)
VISIT WITH: TRANSPORTATION:LENGTH OF STAY:
(Estimated avg)
WINERYACTIVITY:
1. Sample wine 83% (85%)
2. Have a meal 24% (18%)
3. Wine Tour 18% (14%)
VISITED THIS WINERY:(Estimated avg.; Including this visit)
PURCHASED WINE @ WINERY:
DECISION TO VISIT:
1. Planned 38% (64%)
2. Chance 32% (13%)
3. Last-min decision 18% (7%)
# of Winery Visited This trip:(Estimated avg.)
1st-TIME VISITOR:
PLANNING TOOLS
1. Past experience 35% (43%)
2. Word of mouth 23% (26%)
3. WCO guide 5% (11%)
4. WCO website 3% (6%)
COMMUNICATION CHANNEL
1. Road signs 30% (19%)
2. Printed resources 22% (26%)
3. Websites 21% (29%)
4. Advertising 21% (5%)
WINERY ENDORSEMENT (Net Promoter Score):
REGIONAL ENDORSEMENT:
LENGTH OF TRIP:
TRIP ACTIVITY:
1. Dine locally 30% (58%)
2. Shopping 21% (32%)
3. Hotel/B&B 20% (34%)
LIKELY TO RETURN TO ONTARIO WINE REGION:
VISITED ONTARIO WINE REIGON BEFORE:
VISITED NON-ONTARIOWINE REGION BEFORE:
96%(88%)
1%(7%)
9
36%(27%)
12%(21%)
54%(58%)
10%(7%)
1%(9%)
Local GTA
10%(7%)
45%(34%)
23%(23%)
11%(16%)
12%(22%)
34%(35%)
31%(28%)
23%(32%)
Friends
79%(76%)
3.1(3.1)
53% (56%)
+63% (+65%)
68% (75%)
77% (68%) 48% (57%)
Note: Numbers appearing in brackets ( ) are the averages across the wine regions
Times
45(40)
Min.
62%(51%)
Day Trip
+69% (+76%)
0 1-4 5-9 9-12 12+
1.5 (2.7)
Wineries
Methodology
• These are the findings of an Innovative Research Group (INNOVATIVE) tablet enabled intercept study conducted for the Wine Council of Ontario. The survey was conducted from August 29th to October 19th, 2014.
• The tablet enabled intercept study is based on 2,330 valid intercepts completed by qualified respondents.
• Survey interviews occupied approximately 7 minutes.
• 321 intercepts were removed from the dataset because the respondents had completed the survey at another winery.
• Winery visitors were randomly approached and invited to participate in the intercept study.
• A probability sample of this size would have an estimated margin of error of ±1.04%, 19 times out of 20.
• The margin of error will be larger within each sub-grouping of the sample.
Note: Graphs may not always total 100% due to rounding values rather than any error in data. Sums are added
before rounding numbers.
10
WCO’s boots on the ground:Huff Estates, Prince Edward CountySeptember 2014
Estimating Averages
11
Estimated averages were calculated for the following five questions: 1. Age; 2. Spending per bottle of wine; 3. Length of stay at the winery; 4. Number of visits to the winery; and 5. Number of wineries visited or planned to visit on that day.
The calculation steps are as follows:
1. Calculate mid-points for each of the possible responses.
• For example, there are three possible responses to the question of age : 19-34, 35-54 and 55+. The mid-points are 26.5 and 44.5 for the first two responses, and assumed to be 60 for the third response.
2. Multiply the mid-points by the proportion of respondents that fall into each response, then add the products.
• For example, 24%, 44%, and 32% of total respondents fall into the three age groups listed above, respectively. Thus, the calculations are: (26.5 x 0.24) + (44.5 x 0.44) +
(60 x 0.32).
3. The estimated average age of respondents is therefore (6.36 + 18.58 + 19.2) = 44.5
12
Visitor Segmentation
26%22%
19%
26%
8%
NETV PEC LENS NOTL ERSC
Survey Sample Size: by region and date
13
Niagara Escarpment and
Twenty Valley(NETV)
Niagara-on-the-Lake
(NOTL)
Prince Edward County(PEC)
Lake Erie North Shore & Pelee
Island(LENS)
Emerging Regions/South
Coast(ERSC)
Total
Week 1 N/A 113 236 N/A N/A 349
Week 2 N/A 106 N/A 119 N/A 225
Week 3 N/A 169 N/A 56 N/A 225
Week 4 29 N/A 159 78 55 321
Week 5 95 N/A 116 64 81 356
Week 6 204 N/A N/A 63 53 320
Week 7 60 145 N/A N/A N/A 205
Week 8 207 67 N/A 55 N/A 329
Total 595 600 511 435 189 2330
Wine Region breakdown
Week-by-week breakdown
Participating Wineries
14
Niagara Escarpment and Twenty Valley
(NETV)
Niagara-on-the-Lake (NOTL)
Prince Edward County (PEC)
Lake Erie North Shore & Pelee Island
(LENS)
EmergingRegions/South Coast
(ERSC)
13th Street Winery Between the Lines Black Prince Winery Colio Blueberry Hill Estates
Angels Gate Cattail Creek CasaDea Estates Coopers Hawk Bonnie Heath
Calamus Estate Château des Charmes Closson Chase Oxley Burning Kiln
Cave spring Cellars Coyotes Run Harwood Estate Pelee Island Quai du Vin
Creekside Estate Diamond Estates Huff Estates Sprucewood Villa Nova
Fielding Estatae Frogpond Farm Norman Hardie Viewpointe
Flat Rock Cellars Inniskillin Rosehall Run
Foreign Affair Winery JacksonTriggs Sandbanks Estate
Good Earth Vineyard Konzelmann The Grange
Greenlane Estate Peller Waupoos Estate
Hernder Estate Pillitteri
Kacaba Vineyards PondView Estate
Megalomaniac Ravine Vineyard
Mike Weir Winery Reif Estate
Peninsula Ridge Small Talk Vineyards
Puddicombe Estate Southbrook
Rockway Vineyards Stratus
Rosewood Estates Strewn Winery
Tawse Winery Sunnybrook
Vieni Trius Winery
Vineland Estates
7%16% 13%
17%
28%
19%
M 19-34 M 35-54 M 55+ F 19-34 F 35-54 F 55+
Age-Gender
= 36% = 64%
Demographics: Visitor Profile
15
6%
33%
23%17%
8%13%
Zero
1 to
4
5 to
8
9 to
12
13 t
o 1
6
Mo
reth
an 1
6
Wine Purchased over Past Month
(# of bottle)
3%
34%43%
19%
<$10 $10 to<$15
$15to<$20
$20+
Price Range
($/750ml bottle)
Visitor Type
24%
60%
6%10%
Ontario (non-local)
LocalCanada (non-
Ontario)
US + International
80%
42%
23%
10%
9%
4%
2%
6%
LCBO
Winery
Restaurant or bar
Grocery/ “Big box” store
Wine rack
Bottle-your-own-wine…
Winery’s web site
Other
Location of Purchase
16
US and International Visitors: 85% of foreign visitors come from the US; 61% of them visit Niagara-on-the-Lake
18%16%
14%9%
8%6%
3%3%3%3%2%2%1%1%1%1%1%1%1%
5%
New York State
Michigan
Ohio
Other US States
Pennsylvania
Florida
Australia
England/UK
California
Illinois
New Jersey
Texas
France
Germany
Scotland
Indiana
Maryland
Massachusetts
North Carolina
Other
8%
19%15% 18%
24%17%
Age-Gender
16%
61%
5%17%
0%
NETVNOTLPECLENSERSC
Wine Region
Of the foreign visitors to Ontario wineries, an estimated 85% come from the US (an estimated 9% of all visitors)
Ontario Visitors: One-quarter of all winery visitors from GTA; Toronto visitors represent a much younger demographic
17
15%
6%10% 9%
15%18%
13%9%
2%
CentreToronto
Outer Toronto West MetroBelt
North/EastMetro Belt
SouthWest South Central East Central North
Where are you visiting from?[Showing all visitors from Ontario/Non-local]
Q
Ontario-wideCentre Toronto
Outer Toronto
West Metro Belt
North/East Metro Belt
SouthWestSouth
CentralEast Central North
M 19-34 8% 19% 14% 6% 6% 6% 4% 11% 3% 0%
M 35-54 16% 15% 16% 20% 22% 10% 17% 15% 17% 9%
M 55+ 12% 7% 15% 8% 12% 13% 10% 19% 11% 32%
F 19-34 18% 32% 23% 17% 11% 13% 17% 15% 14% 9%
F 35-54 28% 21% 11% 36% 34% 30% 33% 19% 32% 27%
F 55+ 19% 6% 21% 13% 16% 29% 20% 21% 24% 23%
40% of all Ontario winery visitors are from the GTA (an estimated 24% of all visitors)
Age-Gender Breakdown by Ontario Region
Ontario (Non-local) Visitors: Proportion of GTA visitors differs across wine regions
18
Total
Niagara Escarpment and Twenty
Valley
Niagara-on-the-Lake
Prince Edward County
Lake Erie North Shore
& Pelee Island
Emerging Region/ South
Coast
Centre Toronto 15% 14% 20% 20% 4% 6%
Outer Toronto 6% 7% 8% 6% 1% 3%
West Metro Belt 10% 16% 12% 4% 3% 10%
North/East Metro Belt 9% 9% 10% 11% 1% 3%
South West 15% 8% 10% 2% 67% 30%
South Central 18% 29% 19% 5% 7% 38%
East 13% 3% 7% 33% 4% 0%
Central 9% 7% 7% 15% 4% 2%
North 2% 1% 2% 1% 4% 1%
GTA 40% 47% 50% 41% 9% 22%
GTA (%, Total Visitors)
24% 32% 28% 32% 3% 12%
Ontario (non-local) Visitors
19
2%9%
6%
15%
10%13%
18%15%
9%
Overall, 60% of all out of town winery visitors come from Ontario. Including local visitor, a total of 84% of all winery visitors come from Ontario.
Among out of town visitors from Ontario, 40% come from the GTA (or 24% of all winery visitors)
NETV Regional Visitor Type: Non-local Ontarians most common; 1-in-3 from the GTA
20
23%
67%4%
6%
Ontario (non-local)
Local
Canada (non-Ontario)
US + International
31%
19%
6%
5%
6%
GTA
South Central
South West
Central
Other
1%1%1%
3%
Ohio
New York State
Florida
Other
1%
1%
1%
1%
AB
QC
NS
Other
Ontario (non-local):
Canada (non-Ontario):
US + International
Note: “Local” is based on respondents’ self-assessment of whether or not they are from the region.
Total out of town visitors:
NOTL Regional Visitor Type: More than a quarter from GTA; NY State is the single largest source of int’l visitors
21
14%
55%
7%
24%
Ontario (non-local)
Local
Canada (non-Ontario)
US + International
28%
10%
6%
4%
7%
GTA
South Central
South West
Central
Other
5%4%
2%12%
New York State
Ohio
Pennsylvania
Other
4%
1%
1%
1%
QC
AB
BC
Other
Ontario (non-local):
Canada (non-Ontario):
US + International
Note: “Local” is based on respondents’ self-assessment of whether or not they are from the region.
Total out of town visitors:
PEC Regional Visitor Type: 1-in-3 visitors from the GTA, 1-in-4 from Eastern Ontario
22
10%
79%
9%2%
Ontario (non-local)
Local
Canada (non-Ontario)
US + International
33%
26%
12%
4%
4%
GTA
East
Central
South Central
Other
1%
2%
Michigan
Other
6%
1%
1%
1%
QC
NB
BC
Other
Ontario (non-local):
Canada (non-Ontario):
US + International
Note: “Local” is based on respondents’ self-assessment of whether or not they are from the region.
Total out of town visitors:
LENS Regional Visitor Type: Half of the visitors are local; 1-in-4 visitors from South West Ontario;
23
51%
37%
3%9%
Ontario (non-local)
Local
Canada (non-Ontario)
US + International
25%
3%
3%
2%
7%
South West
GTA
South Central
East
Other
6%
3%
Michigan
Other
1%
1%
1%
BC
MB
Other
Note: The Kitchener-Waterloo region is categorized in the “South Central” region of Ontario.“Local” is based on respondents’ self-assessment of whether or not they are from the region.
Ontario (non-local):
Canada (non-Ontario):
US + International
Total out of town visitors:
ERSC Regional Visitor Type: More than 1-in-3 visitors are local; about 1-in-5 are from South Central Ontario
24
36%
54%
10%1%
Ontario (non-local)Local
Canada (non-Ontario)
US + International
21%
16%
12%
5%
South Central
South West
GTA
Other
1%New York State
1%
1%
1%
7%
AB
BC
YK
Other
Ontario (non-local):
Canada (non-Ontario):
US + International
Note: “Local” is based on respondents’ self-assessment of whether or not they are from the region.
Total out of town visitors:
25
Winery Experience
26
Winery ExperienceCompanion and Mode of Transportation:• More than one-in-three respondents visit wineries with only their spouse or significant other. Close to half of the
foreign visitors visit with only their spouse or significant other.
• Over one-in-four respondents visit with family members, friends, or both.
• The majority (87%) reach the winery by automobile. Tour buses account for less than one-tenth (7%) of respondents.
• Tour buses are most common in NOTL (11%) and least common in ERSC (1%)
Primary Reason to Visit a Winery:• Leisure/entertainment (53%) is the most cited reason, followed by obtaining unique wine (17%) and vacation (16%).
• Older cohorts are more likely to visit wineries to obtain wines unavailable elsewhere.
• Females age 19 to 34 are more likely to visit the winery as part of a personal vacation.
Activities at a WineryPrimary Activity
• Most (85%) respondents participate in sampling wine. (NETV 82%; NOTL 86%; PEC 92%; LENS 82%; ERSC 83%).
Secondary Activity
• Secondary activity differs across visitor types, wine regions and age groups.
27
Winery Experience (Continued)Time Spent at a Winery• A plurality (30%) of respondents spent 15 to 30 minutes at the winery. Estimated average length of stay is 40 minutes.
• Local respondents are most likely to spend less than 15 minutes at a winery; Canadians from outside of Ontario are most likely to spend over an hour.
• Respondents who stay over an hour are most common in ERSC (34%) and least common in NETV (19%).
Wine Purchase at a Winery• Three-quarters (75%) of the respondents bought wine to take home.• The likelihood to buy varies across age-gender groups, wine region and visitor types:
• Age-gender: Males aged 19 to 34 have the lowest likelihood (64% vs. 74% to 77% for other groups).• Wine region: The likelihood is close to 80% in PEC, LENS and ERSC vs. 73% in NETV and 70% in NOTL.• Visitor type: The likelihood is lowest among local visitors (69%) and highest among non-local Ontarian
(78%).
Prior Visit to the Winery• More than half (56%) of the respondents are first-time visitors.
• The 19-to-34 age group has the highest proportion of first-time visitors for both male (71%) and female (66%).
• The proportion of first-time visitors is highest in PEC (64%) and NOTL (63%) and lowest in LENS (41%).
Visit to Other Wineries• Estimated average number of wineries to visit in a single day is 2.8.
• Multiple-winery visits are most common in PEC (74%) and least common in ERSC (26%).
28
QHow many people are you visiting the winery with today and what’s your relationship to them?[asked of all respondents]
Respondent’s Companion: “Romantic getaway” is most common in NOTL; LENS is all about “Friends”
Relationship to Respondent Total NETV NOTL PEC LENS ERSC
Significant Other 36% 35% 43% 37% 27% 34%
Family members 27% 24% 26% 28% 29% 31%
Friends 33% 38% 27% 35% 39% 23%
Clients/Business 2% 1% 2% 1% 0% 5%
Colleagues 3% 2% 2% 3% 3% 5%
Note: Total number does not add up to 100% because there are overlaps between relationship categories, except for “significant other only”.
29
Q
Mode of Transportation: Automobile is most popular; tour bus is most common for non-Canadians and in ERSC
“Walk” (<1%) not shown
How did you get to the winery today?[asked of all respondents]
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l
NETV NOTL PEC LENS ERSC
Automobile 87% 88% 87% 91% 83% 90% 83% 86% 86% 96%
Cycle 3% 2% 3% 3% 1% 1% 4% 5% 2% 1%
Tour bus 7% 6% 7% 4% 14% 7% 11% 5% 9% 1%
Limousine 2% 2% 2% 0% 1% 2% 2% 3% 2% 0%
Other 1% 1% 1% 1% 0% 1% 1% 0% 1% 2%
Visitor Type Wine Region
87%
7%
3%
2%
0%
1%
Automobile
Tour bus
Cycle
Limousine
Walk
Other
30
Q
Primary Reason for Visit : Obtaining wine more common for older cohorts; Leisure/entertainment for younger cohorts
Total M 19-34 M 35-54 M 55+ F 19-34 F 35-54 F 55+ LocalOntario/
Non-Local
Canada/ Non-Local
US + Int'l
To obtain wine not available in the LCBO or local wine retailer
17% 11% 20% 22% 13% 15% 19% 22% 17% 12% 8%
To see how wine is produced
3% 4% 3% 3% 2% 2% 3% 2% 3% 3% 3%
As part of a personal vacation
16% 16% 15% 17% 21% 14% 17% 6% 16% 36% 34%
Leisure /entertainment 53% 57% 49% 46% 53% 59% 49% 56% 54% 42% 46%
As part of a business event or function
3% 2% 4% 5% 2% 2% 2% 4% 3% 1% 3%
Other 8% 10% 9% 7% 9% 7% 10% 10% 8% 6% 5%
Age-Gender Visitor Type
“Don’t know/Refused” (<1%) not shown
And what was your primary reason for your visit to this winery today? [asked of all respondents]
31
QWhat type of activities did you do at the winery today?[asked of all respondents]
Activities at Winery: Primary activity is sampling wine; Secondary activities vary.
“Don’t know/Refused” (<1%) not shown
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l NETV NOTL PEC LENS ERSC 19-34 35-54 55+
Sample wine 85% 77% 87% 94% 89% 82% 86% 92% 82% 83% 88% 86% 83%
Have a meal 17% 18% 16% 25% 14% 10% 12% 26% 20% 24% 17% 14% 12%
Participate in a wine tour
14% 10% 14% 18% 22% 12% 25% 7% 8% 18% 8% 8% 8%
Food pairing 8% 6% 8% 8% 9% 10% 11% 8% 3% 3% 15% 17% 18%
Structured tasting 7% 6% 7% 9% 7% 12% 7% 4% 4% 6% 1% 2% 2%
Special event 1% 1% 2% 1% 0% 2% 1% 1% 1% 4% 5% 4% 5%
Other 5% 6% 5% 3% 3% 4% 3% 7% 2% 11% 3% 5% 7%
None of the above 5% 0% 0% 0% 0% 6% 4% 2% 11% 5% 6% 8% 7%
AgeWine RegionVisitor Type
Time Spent at Winery: 15 to 30 minute stays are most common; >40-minute stays are most common in ERSC
32
Q
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l
NETV NOTL PEC LENS ERSC
Less than 15 minutes 13% 21% 11% 6% 8% 14% 13% 10% 14% 15%
15 minutes to less than 30 minutes 30% 25% 31% 26% 31% 32% 29% 37% 25% 20%
30 minutes to less 45 minutes 23% 18% 24% 23% 27% 24% 24% 20% 25% 19%
45 minutes to less than 1 hour 11% 12% 10% 15% 9% 10% 9% 10% 14% 13%
1 hour or more 24% 24% 23% 29% 25% 19% 26% 23% 23% 34%
Visitor Type Wine Region
How much time did you spend at this winery today?[asked of all respondents]
13%
30%23%
11%
24%
Less than 15minutes
15 to 30 minutes 30 to 45 minutes 45 minutes to < 1 hr 1 hr or more
33
QDid you buy any wine to take home at this winery?[asked of all respondents]
Wine Purchase at Winery : Majority made a purchase
“Refused” (1%) not shown
TotalM 19-
34 M 35-
54 M 55+ F 19-34 F 35-54 F 55+ NETV NOTL PEC LENS ERSC Local
Ontario/ Non-Local
Canada/ Non-Local
US + Int'l
Yes 75% 64% 75% 75% 77% 76% 74% 73% 70% 78% 78% 79% 69% 78% 73% 70%
No 24% 35% 23% 24% 22% 22% 25% 26% 29% 21% 19% 20% 28% 21% 27% 28%
Age-Gender Wine Region Visitor Type
75%
24%
No
Yes
TotalM 19-
34 M 35-
54 M 55+ F 19-34 F 35-54 F 55+ NETV NOTL PEC LENS ERSC Local
Ontario/ Non-Local
Canada/ Non-Local
US + Int'l
First time 56% 71% 53% 44% 66% 57% 51% 57% 63% 64% 41% 53% 35% 60% 67% 75%
Once 12% 5% 13% 13% 10% 14% 13% 11% 10% 11% 15% 19% 13% 13% 10% 10%
Twice 7% 5% 9% 8% 5% 9% 5% 8% 8% 4% 7% 8% 9% 6% 14% 2%
3-4 Times 9% 10% 8% 12% 11% 8% 10% 10% 8% 7% 12% 8% 13% 9% 7% 6%
5-12 Times 8% 2% 7% 13% 6% 7% 10% 8% 5% 10% 12% 4% 13% 7% 1% 6%
12+ Times 7% 6% 8% 10% 2% 6% 10% 5% 6% 4% 12% 8% 16% 5% 1% 2%
RepeatBusiness
44% 29% 47% 56% 34% 43% 49% 43% 37% 36% 59% 47% 65% 40% 33% 25%
34
QHave you been to this winery before? [asked of all respondents]
Prior Winery Visits: 56% respondents are first-time visitor; most common in NOTL & PEC and from the US/Int’l
Age-Gender Wine Region Visitor Type
35
Q
Number of Winery Visits: Two-thirds of visitors frequent multiple wineries per visit; most multiple visits in PEC
Average # of Wineries Visited(Estimated Average)
66%
33%
No
“Refused” (1%) not shown
Yes
Have you or do you plan to visit any other wineries today? [asked of all respondents]
NETV NOTL PEC LENS ERSC
3.1 2.7 3.4 2.8 1.5
36
Winery Trip Planning
37
Winery Trip PlanningTrip Planning Responsibility:• 6-in-10 (60%) were directly responsible for planning their trip to an Ontario winery.
Non-planner:
• The majority (64%) of non-planners came with travel companions who planned the trip. Some (12%) came as part of a regional wine tour. Respondents who “just happened to stumble across the winery” were relatively rare (11%).
• Companion-planned visits are most common in PEC (83%) and least common in ERSC (38%); whereas “chance” visits are most common for local respondents and in the ERSC region.
• Regional wine tours are most common among US and international respondents.
Planner:
Planning Tools Used
• “Past experience” (42%) is the most commonly used tool; it is most relied on by local respondents (56%) and least relied on by foreign respondents (31%).
• “Word of mouth” (24%) is the second most used tool; it is more commonly used by non-locals (26% to 27% vs. 18%).
• Non-locals are more likely to utilize official resources (i.e. WCO website and travel guide, and winery websites).
Communication Channel Used
• “Website” is cited as most useful for a plurality (30%) of the respondents . It is more commonly used by non-locals and younger respondents.
• “Printed brochures and maps” (26%) are more commonly used by older respondents and among
non-locals.
38
QWere you directly responsible for planning the visit to [winery name] today?[asked of all respondents]
Trip Planning Responsibility: Majority of respondents planned the trip; Volume of wine consumption and age linked to planning responsibility
Sample Breakdown
Respondents who say “yes”
57%
59%
66%
57%
57%
65%
M 19-34
M 35-54
M 55+
F 18-34
F 35-54
F 55+
61%
59%
60%39%
Yes
No
“Don’t Know” (1%) not shown
Male
Female
Non-Planner Visits: Travelling companions are mostly responsible for planning; unplanned trips uncommon
39
QSince you didn’t directly plan the visit, how was the decision made to come to [winery name] today? [asked of respondents who are not directly responsible for trip planning]
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l
NETV NOTL PEC LENS ERSC
My travelling companions planned the trip
64% 60% 65% 73% 61% 56% 64% 83% 77% 38%
Just happened to stumble across it
11% 17% 9% 10% 8% 15% 8% 5% 3% 32%
Part of a regional wine tour 12% 10% 13% 7% 18% 15% 17% 2% 12% 4%
Last minute decision 5% 8% 4% 2% 2% 4% 2% 4% 6% 18%
Suggested by another winery 2% 1% 2% 0% 3% 3% 2% 2% 0% 1%
Other 6% 4% 6% 7% 7% 6% 8% 3% 2% 6%
Visitor Type Wine Region
“Don’t know” (<1%) not shown
64%
12%
11%
5%
2%
6%
My travelling companions planned the trip
Part of a regional wine tour
Just happened to stumble across it
Last minute decision
Suggested by another winery
Other
Planners’ Tools Used: Past experience and word of mouth are the most commonly cited travel tools
40
Q
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l
NETV NOTL PEC LENS ERSC
Past experience 42% 56% 40% 34% 31% 39% 38% 36% 65% 35%
Word of mouth 24% 18% 26% 27% 26% 27% 26% 19% 23% 33%
Wine Country Ontario travel guide 12% 9% 12% 13% 15% 15% 14% 9% 10% 5%
Wine Country Ontario website 7% 4% 7% 10% 9% 5% 10% 4% 9% 3%
City/Regional tourism website 3% 1% 3% 2% 5% 2% 3% 4% 3% 3%
Winery website 3% 1% 3% 8% 6% 3% 5% 2% 3% 4%
Other online sources 5% 2% 5% 3% 7% 3% 10% 5% 2% 1%
Other 10% 6% 11% 12% 12% 13% 10% 11% 3% 14%
Visitor Type Wine Region
“Don’t know/None” (7%) not shown
And what tools, if any, did you use to plan the visit to [winery name] today? [asked of respondents who said “yes, responsible”]
42%24%
12%7%
3%3%
5%10%
Past experience
Word of mouth
Wine Country Ontario travel guide
Wine Country Ontario web site
A city’s or regional tourism web site
A specific winery’s web site
Other online sources
Other
“Don’t know/None” (7%) not shown
41
QSo, as a planner for this winery visit, what communications channels were most useful to you in planning your trip
to [winery name] today? For example, did you use … [asked of respondents who said “yes, responsible”]
Communication Channels Used: Websites, followed by brochures and maps, are most useful in planning
“Don’t know” (1%) not shown
30%26%
17%
6%
5%
4%
2%
2%
1%
4%17%
Web sites
Printed brochures and maps
Road Signage
Advertising
Social Media
Mobile Apps
Hotel concierge
A specific winery’s web site
Other online sources
Other
None
Total LocalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l
NETV NOTL PEC LENS ERSC 19-34 35-55 55+
Web sites 30% 27% 30% 26% 37% 33% 42% 20% 29% 21% 33% 30% 29%
Printed brochures and maps
26% 19% 27% 26% 33% 30% 26% 17% 33% 22% 21% 26% 28%
Road Signage 17% 13% 18% 10% 23% 28% 17% 3% 19% 30% 17% 19% 15%
Advertising 6% 5% 6% 9% 4% 4% 3% 3% 7% 21% 5% 6% 6%
Social Media 5% 5% 4% 2% 7% 3% 5% 3% 7% 9% 6% 4% 5%
Mobile Apps 4% 2% 6% 2% 3% 7% 2% 2% 6% 8% 7% 4% 2%
Hotel concierge 2% 1% 2% 6% 6% 1% 4% 3% 0% 2% 2% 2% 2%
A specific winery’s web site 2% 2% 2% 2% 16% 2% 1% 1% 4% 3% 2% 1% 3%
Other online sources 1% 1% 1% 1% 2% 1% 2% 1% 1% 14% 2% 1% 1%
Other 4% 4% 4% 6% 4% 5% 5% 4% 2% 5% 5% 4% 4%
None 17% 31% 13% 5% 12% 17% 15% 8% 35% 7% 16% 15% 20%
Visitor Type Wine Region
“Don’t know” (1%) not shown
Age
42
Wine Country Experience
43
Wine Country ExperienceLength of Stay:• Half (50%) of the respondents visited wineries during a day trip to the region. This is most common in NETV.
• The majority (about 60%) of non-Ontarians stay for at least 2 nights.
Activity During the Trip:• Dining at local restaurants is the most popular activity across visitor types and age groups. This is most common in NOTL
(73%) and least common in ERSC (30%).
• Staying at a local hotel or B&B (38%) and/or shopping at local retailers (34%) are also popular activities.
Visit History of Ontario Wine Regions• The majority (64%) of the respondents have visited other wine regions in Ontario.
• The likelihood of having visited other regions increases with age and volume of wine purchased in the four weeks prior.
• Non-Canadian respondents are least likely to have visited other Ontario wine regions.
• NOTL has the highest proportion of first-time visitors
Visit History of Wine Regions Outside of Ontario• The majority (58%) of respondents have visited wine regions outside of Ontario.
• PEC has highest proportion (66%) of respondents who have visited wine regions outside of Ontario.
• The likelihood of having visited wine regions outside of Ontario increases with age and volume of wine purchased in the four weeks prior..
Chance of Returning Within a Year• The majority (73%) of respondents would visit an Ontario winery again within a year.
• Non-Ontarians are least likely to return.
• Likelihood of return increases with volume of wine purchased in the four weeks prior and age.
44
QHow long will you be visiting the region?[asked of all out-of-town visitors]
Length of Trip: Overnight stays most common among out-of-province visitors and in PEC
“Don’t know/Refused” (<1%) not shown
Sample Breakdown
Respondents who say “day trip”
69%
62%
49%
42%
36%
NETV
ERSC
LENS
NOTL
PEC
Wine Region
50%
13%20% 16%
Day trip 1 night stay 2 night stay More than 2nights
Ontario/ Non-Local
Canada/ Non-Local
US + Int'l NETV NOTL PEC LENS ERSC
Day trip 57% 26% 29% 69% 42% 36% 49% 62%
1 night stay 14% 12% 10% 12% 14% 14% 14% 9%
2 nights stay 19% 22% 23% 12% 25% 26% 14% 19%
2+ nights 10% 40% 37% 7% 18% 24% 23% 8%
Overnight Visitors
43% 74% 70% 31% 57% 64% 51% 36%
Length of Trip
64%38%
34%9%
6%5%
4%3%
12%
Eat at a local restaurant
Stayed at a local hotel or B&B
Shopped at a local retailer
Attended a guided tour
Gambled at a casino
Attended a cultural or local festival
Attended a theatrical show or concert
Played golf
Other
45
Q
Activity During Trip: Local restaurant, hotel/B&B and shopping are popular activities
TotalOntario/
Non-LocalCanada/
Non-LocalUS + Int'l NETV NOTL PEC LENS ERSC 19-34 35-55 55+
Eat at a local restaurant 64% 61% 60% 82% 63% 73% 64% 62% 30% 63% 64% 65%
Stayed at a local hotel or B&B 38% 32% 55% 57% 26% 51% 42% 32% 20% 42% 39% 33%
Shopped at a local retailer 34% 30% 44% 52% 24% 44% 36% 37% 21% 33% 31% 40%
Attended a guided tour 9% 8% 5% 17% 8% 15% 3% 6% 3% 11% 8% 7%
Gambled at a casino 6% 5% 9% 12% 8% 10% 1% 6% 1% 8% 6% 7%
Attended a cultural or local festival
5% 5% 6% 5% 3% 4% 8% 8% 3% 4% 3% 8%
Attended a theatrical show or concert
4% 3% 3% 11% 2% 8% 3% 1% 0% 3% 4% 6%
Played golf 3% 3% 4% 4% 2% 3% 5% 5% 1% 2% 3% 4%
Other 12% 13% 11% 6% 11% 9% 18% 7% 23% 12% 12% 12%
Wine RegionVisitor Type
Did you do any of the following during your visit to the region ?[asked of out-of-town visitors]
“Don’t know/Refused” (11%) not shown
Age
46
QAside from [region], have you ever visited Ontario’s other wine regions? [asked of all respondents]
Regional Visit History:A majority has visited other Ontario wine regions
Sample Breakdown
Respondents who say “yes”
49%65%
71%53%
66%71%
M 19-34
M 35-54
M 55+
F 19-34
F 35-54
F 55+
Age-Gender
82%77%
70%69%
39%
PEC
ERSC
LENS
NETV
NOTL
Wine Region
Wine Purchased in the Month Prior64%
36%
Yes
No
“Don’t know” (<1%) not shown
48%51%
70%72%
0 bottles1-4 bottles
5-11 bottles12+ bottles
71%67%
50%27%
Ontario/ Non-LocalLocal
Canada/ Non-LocalUS + Int'l
Visitor Type
47
Q
Non-Ontario Winery Visit History: More than half (58%) have visited wine regions outside of Ontario
Sample Breakdown
Respondents who say “yes”
50%59%
70%50%
56%61%
M 19-34
M 35-54
M 55+
F 19-34
F 35-54
F 55+
Age-Gender
66%62%
56%53%
48%
PEC
NETV
LENS
NOTL
ERSC
Wine Region
Wine Purchased in the Month Prior58%42%
Yes
No
“Don’t know” (<1%) not shown
40%47%
58%65%
0 bottles1-4 bottles
5-11 bottles12+ bottles
80%64%
55%49%
US + Int'l
Canada/ Non-Local
Ontario/ Non-Local
Local
Visitor Type
Have you ever visited wine regions outside of Ontario? [asked of all respondents]
41%32%
14%6% 6%
Definitely Very likely Somewhatlikely
Not verylikely
Not likely atall
Unlikely: 12%
Likely: 73%
48
QAside from this trip, how likely are you to visit a winery in Ontario in the next 12 months? Would you say …? [asked of all respondents]
Chance of Return: The majority (73%) likely to re-visit an Ontario winery within a year; likelihood higher for local, older, and frequent wine drinkers
“Don’t know/Refused” (1%) not shown
Sample Breakdown
Respondents who say “definitely”
31%44%44%
32%43%
48%
M 19-34
M 35-54
M 55+
F 19-34
F 35-54
F 55+
Age-Gender
85%
79%
45%
48%
Local
Ontario/ Non-Local
Canada/ Non-Local
US + Int'l
Visitor Type
Wine Purchased in the Month Prior
29%33%
41%47%
0 bottles
1-4 bottles
5-11 bottles
12+ bottles
49
Endorsement: Calculating “Net Promoter Scores”
10 9 8 7 6 5 4 3 2 1 0
Definitely would
recommend Mid-point
Definitely would not
recommend
NPS% of Promoters(9s and 10s)
% of Detractors(0 through 6)
=−
A Net Promoter Score (NPS) is based on the fundamental perspective that every organization’s clientele can be divided into three categories: Promoters, Passives, and Detractors.
By asking one simple question — How likely are you to recommend [winery name] to others? — you can track these groups and get a clear measure of the customer’s experience with your winery. Customers respond on a 0-to-10 point rating scale and are categorized as follows:
• Promoters (score 9-10) are loyal enthusiasts who would refer others to a winery if they had that option. These customers are an important source of strength for the winery brand. An estimated 80-90% of positive word-of-mouth come from Promoters.
• Passives (score 7-8) are satisfied but unenthusiastic customers who would be vulnerable to competitive offerings from competitors, given the option of a choice.
• Detractors (score 0-6) are unhappy customers who can damage your winery‘s brand and impede growth through negative word-of-mouth. Detractors are responsible for an estimated 80-90% of all the negative word-of-mouth. Furthermore, this group of customers complain more frequently, thereby consuming service resources at a much higher rates than other customers.
50
QWould you recommend this winery to friends and family planning a trip to Ontario’s wine country? Using a scale from zero to 10 - where zero (0) means you definitely would not recommend and ten (10) means you definitely would recommend – what score would you give [winery name]?[asked of all respondents]
Net Promoter Score: Ontario wineries receive strong recommendations
72%
60%
67%
61%
Local
Ontario (non-local)
Rest of Canada (non-local)
International
Visitor Type
Sample Breakdown
Net Promoter Score
65%67% =−
51%
16%22%
8%1% 1% 0% 0% 0% 0% 0%
10 9 8 7 6 5 4 3 2 1 0
2%
Promoters Detractors NPS
Definitely Would Recommend
Definitely Would Not Recommend
Note: ‘Don’t Know’ removed from calculation
51
QDo you have any final comments that you would like to add about the region or the winery today? [asked of all respondents]
Final comments: Majority of the feedback is positive
Total NETV NOTL PEC LENS ERSC
Enjoyable 17% 19% 13% 18% 18% 22%
Great experience 10% 7% 10% 16% 8% 15%
Great wine 8% 7% 9% 8% 7% 11%
Negative feedback 7% 10% 6% 6% 6% 9%
Friendly environment 5% 7% 5% 4% 5% 7%
Promote the Wineries more 5% 5% 3% 4% 10%
Great region 4% 2% 5% 5% 8% 2%
Wine/food/accommodations are too expensive 4% 2% 9% 1% 4% 2%
Road/signs/directions need improving 3% 3% 2% 1% 8%
Nice view/scenary 3% 4% 5% 2% 1%
Beautiful area 3% 2% 3% 5% 3% 7%
Need to serve food if serving wine 2% 2% 2% 1% 1% 4%
Region needs more accommodations 2% 2% 2% 4%
Let small wineries into LCBO 2% 2% 1% 2% 5%
Great Service 2% 2% 4% 1%
Region needs more attractions 2% 2% 1% 4%
Good food 1% 1% 3% 1%
Would recommend it to friends 1% 1% 1% 1% 2%
Wineries work well with each other 1% 1% 2%
Other 9% 8% 13% 11% 4% 13%
Don't Know/Refused 9% 14% 6% 12% 1% 9%
© Copyright 2014 Innovative Research Group Inc.
Research-based strategic advice.Public Affairs • Corporate Communications • Fundraising
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For more information, please contact:
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