TRADE SUCCESSES: CLOSING THE SALEGreg Klassen, Senior Vice President, CTC

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Understanding the Consumer’s Journey to CanadaAre we spending our

marketing/sales money in all the right places?

TO

CONVERSION

But, WE NEED TO MOVE TRAVELLERS

FROM

AWARENESS

BrandCanada

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TOURISM’S MODEL: OLD THEORY

AWARE OF BRAND

ON FUTURE GENERAL LIST

ON SERIOUS CONSIDERATION LIST

PLANNING A PURCHASE

BUY

FOUR KEY STAGES

EXPLORING CANADA

ADVOCACY

CONSIDERATION EVALUATION

PURCHASEADVOCACY

ENGAGING TRADE AS A CHANNEL

76% of all purchase decisions are made

in-store

POPAI 2012 Study(Global Association for

Retail Marketing)

Communications at Point Of Sale have a huge influence on

consumers and often overturn original

brand choice

Travel is no different

Canada has very high awareness and

consideration but when it comes to purchase stage,

we are vulnerable with 41% of consumers considering alternative destinations

Source: Insignia Research - Path-to-Purchase Study 2010

• Retail plays a huge role at point of purchase but also in evaluation and planning.

• Tour operators and online booking channels help consumers research prices, stimulate travel ideas, explore trip feasibility and get feedback from other travellers.

• Canada’s role here is to keep the conversation on Canada and not alternate destinations. 

• Product and destination knowledge outranks price as to reasons why clients book their travel through a travel agent rather than online travel agencies or directly though the supplier

Source: Ensemble Travel Group Survey 2012

“Clients of travel agents book more trips, travel longer, and

spend more money.”

Source: Ensemble Travel Group Survey 2012

• In 2010, 28% of online bookers were interested in using a travel agent for their next trip, a 5% increase from 2008

• Simultaneously, the 53% of leisure travellers that used the Web to book their vacations in 2007 dropped to 46% in 2009

Source: Forrester Research 2010

Travel trade100+ key accounts

Almost 12,000 CSP agents actively selling Canada

Partnered shows and events

RVC generated

nearly $350M in

contracts in 2012

SNAPSHOT: TRAVEL TRAVE EVENTS

Partnered programs

Co-location

KEY ACCOUNT MANAGEMENT

Selection Criteria:

• Ability to influence key accounts product/promotions• Product contracts—direct or through receptives• Growth Potential• Collateral and catalogues reflect Canada Brand/EQ• Consideration of SEC program• Leverage CTC marketing, logo, web linkages• Total Volumes to Canada/Percent of overall business

to Canada

KEY ACCOUNT MANAGEMENT

Selection Criteria:• Embrace CSP • Partner Marketing ratio on

investment• Brochure pages assigned to

Canada• Alignment of Canada priorities• Track and reporting results

Top 5 are A accounts, others B and CTotal Key Accounts: 200+

Canada’s largest FAM ever!

CANADIAN SIGNATURE EXPERIENCES EVENTS AROUND THE WORLD

Canada Shared, Canada Squared Event

30+ Canadian Signature Experiences Collection introduced to the trade in London

Small roundtables with CSE’s and trade

Speed dating sessions with UK tour operators, media and CSP’s

Receptive Tour Operator Partnerships

AMBASSADOR CANADA2011 Workshop Session @ Sonora Resort

2012 Workshop Session @ CMH Bugaboo Lodge

RENDEZ-VOUS CANADA

THANK YOU