*MANITOBA TRAVEL MARKET SURVEY
- SUMMARY REPORT -
September, 2000
Manitoba Travel Market Survey
Summary Introduction
This comprehensive public opinion study surveys ten distinct
Exploring Manitoba’s tourist potential also reveals that more
markets of interest to Manitoba’s tourism industry. In each of
than one-half of those who have not visited Manitoba to date
the five markets in Canada and the U.S., specific attitudinal
remain open to the idea of such a trip, even if only around one
and behavioural patterns with respect to Manitoba’s travel and
in ten of these potential new visitors express a deeper interest
tourism market have been observed. This research provides a
in actually coming. Furthermore, there are widely varying
scientific basis for the development of communications and
levels of awareness and appreciation of Manitoba travel and
promotional efforts that best address the needs of specific
tourism features among non-visitors.
segments of the tourism market.
This province is acknowledged as possessing some tourist
A thorough examination of the views of former visitors to
amenities such as lakes, quality hunting and fishing and
Manitoba reveals that nine in ten tourists are satisfied with their
relative isolation. These attractions, however, resonate only
experience in this province and that a comparable number
with smaller market sub-groups or tourism niches.
indicate they will make a return visit to Manitoba. This
Additionally, some of Manitoba’s most visible and celebrated
positive finding exists within a larger context whereby in
tourist features (festivals, beaches, golf opportunities) remain
Manitoba, opportunities in tourism and pleasure travel markets
undervalued by large numbers of potential visitors.
are greatly influenced by access and proximity. Briefly,
exposure to Manitoba and its tourist offerings diminishes with
geographic reach.
Probe Research Inc.
Page 2
Manitoba Travel Market Survey
BACKGROUND AND METHODOLOGY
Probe Research Inc. was commissioned by the Manitoba
Government’s Department of Culture, Heritage and Tourism to
The sample disposition across markets and the associated
undertake qualitative and quantitative research in Manitoba’s
margins of error are presented in the table below:
major external pleasure travel markets. The findings contained
Market
in this report pertain to a comprehensive quantitative survey of
Completed
Margin of
Interviews
Error
2200 adults within ten distinct U.S. and Canadian travel
Total (All Markets)
2,200
+2.09
markets. Specific areas of enquiry examined in this research
Canada Total
1,000
+3.10
include:
Greater Toronto
200
+6.93





Sault Ste Marie
200
+6.93
Thunder Bay
200
+6.93
Regina
200
+6.93
Saskatoon
200
+6.93
U.S.A. Total
1,200
+2.83
North Dakota
400
+4.90
Telephone interviews were conducted from a central data
Minneapolis/St. Paul
200
+6.93
collection facility located in Winnipeg, Manitoba between May
Minnesota (Rural)
200
+6.93
23 and June 21, 2000. Random digit dialing was employed to
Denver
200
+6.93
Chicago
200
+6.93
Traveller and Visitor Profiles
Awareness Dimensions
Travel Market Potential
Tourism Features and Amenities
Media Utilization.
ensure adult respondents in all markets would have an equal
opportunity to participate in this research.
Probe Research Inc.
Page 3
Manitoba Travel Market Survey
TRAVELLER PROFILE
Respondents who had travelled outside of their home state or
province in the past 36 months were presented with a line of
inquiry that provided a profile of destinations and the reasons
for specific destination choices; travel group composition;
seasonal travel preferences; mode of transportation and
accommodation, and the most frequently enjoyed vacation
Destination Rationale

A variety of reasons were offered when respondents
were called upon to provide reasons for choosing the
location of their last out of province or state visit.
Chief among these travel motives was “visiting friends
or family” – mentioned by nearly six in ten respondents
activities.
(58%).
RATIONALE FOR RECENT TRIP
- Total Mentions -
Total
Canada
U.S.A.
(1800)
(%)
58%
(781)
(%)
55%
(1019)
(%)
61%
Cultural Activities
14%
16%
8%
Rest/Relaxation
9%
11%
8%
Outdoor Activities
9%
8%
9%
Climate
6%
7%
6%
Business
6%
6%
6%
Base
Visit Family/Friends
Probe Research Inc.
Page 4
Manitoba Travel Market Survey
Group Composition

Group Composition
Travellers are most likely
to have made their last
Q.7 “How many people were in your travel party when you last took a trip outside your (state/province)?”
journey in the company of
one other person (38%).
50%
Just over one in four
(28%) travel with a party
40%
of three to four people,
30%
38%
28%
while only 16 percent
20%
travel with a group of five
or more people.
Travelling alone outside of
a home state or province
16%
12%
10%
0%
A lone
Two
Three-Four
Five+
was also comparatively
less common (12%).
Probe Research Inc.
Page 5
Manitoba Travel Market Survey
Incidence of Children in
Party

Presence of Children on Trip
Overall, one in four
(26%) travellers were
accompanied by a child
under 15 years of age on
Q.8a “Did your travel party include a child under 15 years old?”
Q.8b “How many children were with you on your last trip?”
O ne
3 8%
their last trip out of their
36%
Two
home province or state.
Yes
26%
21%
Thre e -Fo ur
No
7 4%
4%
Five +
0%
Probe Research Inc.
1 0%
20%
30 %
4 0%
50%
Page 6
Manitoba Travel Market Survey
Transportation Mode

When travellers were
Typical Transportation Mode
asked about the form of
transportation they use
Q.11 “And what form of transportation do you use most often for trips outside the state/province?”
most often for trips outside
Auto
of their home province or
state, cars top the list of
1 00 %
90 %
possible options at 63 per
19 %
cent, of the vacationing
60 %
public usually fly when
50 %
40 %
and a further one per cent
travel by motorhome.
Probe Research Inc.
4%
4%
31%
50%
20 %
3%
3%
2 5%
2 5%
7 0%
46%
7%
5%
6%
30%
2 7%
65%
6 7%
Thund er
B ay
S ault S /M
49 %
69%
53 %
O ther
44%
77 %
30 %
one per cent use the train
0%
44 %
70 %
cent take the bus, while
3%
80 %
cent. One-third, or 33 per
they travel. Only two per
3%
Plane
7 2%
51%
43 %
10 %
0%
North
D a kota
M inn/S t. P . M innesota
D enver
C hicago
Sa ska toon
Reg ina
G rea ter
TO
Page 7
Manitoba Travel Market Survey
Accommodation Type

Accommodation Preference
Four in ten travelers report
typically staying at either a
Q. 12 “When you travel outside of (state/province), where do you stay most often?”
hotel (26%) or a motel
(14%) when they travel
outside of their home
Mix
1 00 %
80 %
70 %
one in three (31%)
60 %
variety of
accommodations, while 24
and friends.
Probe Research Inc.
4%
2%
44%
41%
50 %
16%
25%
37 %
4%
4%
6%
3 5%
2 8%
C am p gro und/T r C rt
2%
4%
41 %
46%
49 %
6%
47%
3 8%
3 3%
28 %
40 %
15%
21%
21 %
1 9%
22 %
3 4%
30 %
20 %
32 %
10 %
per cent stay with family
6%
Ho te l/Mo te l
90 %
province or state. Nearly
indicate that they stay at a
2%
F am ily/F rie nd s
36%
24 %
31%
28%
2 7%
D e nve r
C hic a g o
S a sk a to o n
3 3%
34 %
33%
3 6%
R e g ina
G re a te r
TO
Thund e r
B ay
S a ult S /M
0%
N o rth
D a k o ta
M inn/S t. P . M inne s o ta
Page 8
Manitoba Travel Market Survey
Vacation Activities

“Dining out” (95%) was reported to be the most
while “Going to the beach” (71%) was generally the
frequently enjoyed vacation activity regardless of where
third most preferred activity, followed by “Museums”
travellers originate. “Going shopping” (79%) is
(66%).
typically the second most frequently enjoyed activity,
TYPICAL VACATION ACTIVITIES
UNITED STATES
Total
ND
CANADA
Dining out
(1800)
(%)
95
(345)
(%)
95
M
S/P
(173)
(%)
92
Mn
Denver
Chicago
Saskatoon
Regina
(165)
(%)
94
Greater
T/O
(157)
(%)
97
Thunder
Bay
(143)
(%)
95
Sault
SM
(136)
(%)
97
(155)
(%)
89
(165)
(%)
99
(181)
(%)
97
(179)
(%)
94
Shopping
79
78
71
71
71
81
82
84
82
79
85
Beach
71
56
78
64
64
75
77
78
87
76
79
Museums
66
67
59
66
68
67
68
60
73
66
59
Festivals
57
59
55
53
61
64
51
42
66
63
55
Camping
49
48
45
51
50
36
67
51
37
47
58
46
41
38
36
44
57
41
44
59
54
Attending
cultural
events
30
28
30
31
36
31
38
29
31
24
Exp. winter
activities
“Now I am going to give you a list of vacation activities. For each of these activities, please tell me whether or not your
holidays typically include these things.
Probe Research Inc.
58
27
Page 9
Manitoba Travel Market Survey
Awareness of Manitoba Vacation Opportunities
Familiarity With Manitoba
Vacation Opportunities

Familiarity With Manitoba Vacation Opportunities
- Percent Indicating “Yes” -
Approximately one-half
of surveyed travellers
Q.18 “Have you ever seen, read or heard anything about travel or vacation opportunities in Manitoba?”
(49%) on both sides of
the Canada-U.S. border
No rth D akota
6 9%
indicated that, at some
Minn/St. P.
50%
point, they had seen, read
Minne s ota
50%
or heard something about
De nve r
17%
Chicago
15%
travel or vacation
Saskato o n
opportunities in
Manitoba. There is a
general correlation
between geographic
proximity to Manitoba
66%
68%
R eg ina
G re ate r T O
30%
Thund er Bay
71 %
Sault S/M
29 %
0%
1 0%
20 %
30 %
40%
50%
6 0%
7 0%
80 %
90%
10 0 %
and self-reported
awareness of vacation
information.
Probe Research Inc.
Page 10
Manitoba Travel Market Survey
Sources of Manitoba Travel and Vacation Information

Among survey
respondents who had
Sources of Manitoba Travel Information
heard or seen something
about travel or vacation
opportunities in
Q.19 “To the best of your recollection, where did you find this information on travel in
Manitoba?”
Magazines
number (45%) pointed to
27%
37%
at
re
G
/M
S
lt
au
er
rB
TO
in
38%
ay
36%
eg
R
22%
S
41%
on
ka
to
ca
hi
26%
36%
de
45%
29%
un
37%
26%
Th
30%
34%
30%
a
37%
go
r
ve
en
D
so
S
n/
in
M
51%
ta
a
ot
ak
D
th
55%
N
or
30%
Multiple Responses accepted
Probe Research Inc.
37%
10%
38%
50%
35%
24%
C
49%
49%
followed by “brochures”
(29%).
26%
18%
38%
50%
28%
as
33%
ne
“television” (35%)
39%
46%
20%
in
proportion volunteered
Other*
56%
M
somewhat smaller
Brochures
39%
32%
.
source of information. A
31%
P
newspapers” as their
170%
160%
150%
140%
130%
120%
110%
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
t.
“magazines or
TV
S
Manitoba, the greatest
*Other includes Internet, Direct Mail, Travel
Agent, Auto Club, Other Specified
Page 11
Manitoba Travel Market Survey
Manitoba Visitation
Incidence of Manitoba
Visitation and Trip Purpose

Purpose of Manitoba Visits
Pleasure vacations were
most frequently cited as
70%
60%
2%
Manitoba. Among
8%
Pleasure
50%
33%
/M
S
lt
au
S
nd
hu
re
at
er
er
B
T
ay
O
a
in
eg
R
G
as
hi
ka
to
ca
on
go
r
C
ne
S
n/
in
M
ve
so
ot
ak
D
th
ta
a
.
0%
or
20%
2%
5%
T
2%
7%
S
10%
N
54%
9%
35%
21%
purposes.
Probe Research Inc.
53%
48%
1%
20%
been here for pleasure
5%
57%
in
per cent of Americans had
4%
8%
2%
30%
P
cent of Canadians and 30
Business
40%
M
visited Manitoba, 42 per
t.
respondents who had
en
respondents’ trips to
Q.20 “Have you ever been to Manitoba as a pleasure visitor or for the purposes of business? ”
D
the purpose of
Page 12
Manitoba Travel Market Survey
Visitation Frequency

For many of those who
had previously visited
Frequency of Manitoba Visits
Manitoba, these trips are
not a regular part of their
travel routine. Overall,
only 24 per cent said they
come to Manitoba once
Q.22 “How often would you say you visit Manitoba?
E very 6 m o s
90 %
in six of the ten travel
than half of these former
been to Manitoba once or
that these visits took
5 + Ye ars
O nly o nc e
41%
5%
10%
23%
26%
25%
36%
51%
28%
60 %
15%
53%
11%
50 %
16%
30 %
12%
20 %
11%
10 %
visitors said they had only
3 -5 ye ars
12%
34%
33%
39%
14%
0%
No rth
D a k o ta
11%
19%
29%
20%
47%
40 %
markets examined, more
1 /2 ye ars
15%
18%
80 %
70 %
per year or more. Indeed,
1 /ye ar
100 %
17%
21%
27%
30%
4%
16%
13%
4%
3%
5%
7%
4%
M inn/S t. P .
M inne s o ta
5%
5%
8%
D e nve r*
10%
7%
C hic a g o *
15%
S a s k a to o n
11%
20%
17%
17%
12%
10%
4%
4%
3%
Re g ina
G re a te r TO
11%
7%
5%
15%
Thund e r B a y
S a ult S /M
*Caution: Small sample sizes in some markets
place at only five year or
longer intervals.
Probe Research Inc.
Page 13
Manitoba Travel Market Survey
Trip Satisfaction

Overall satisfaction with
the last trip to Manitoba
Satisfaction With Manitoba Visit
was very high across all
regions and sub-groups of
Q.26 “Overall, would you say you were very satisfied, somewhat satisfied, somewhat
dissatisfied or very dissatisfied with your last trip to Manitoba?
surveyed respondents.
Ninety-seven per cent of
“somewhat” (34%)
46%
31%
29%
50%
40%
30%
70%
63%
71%
61%
63%
65%
50%
20%
58%
70%
57%
10%
Sa
ul
tS
/M
un
de
rB
ay
O
Th
G
re
at
er
T
Re
gi
na
n
*
Sa
sk
at
oo
ve
r*
0%
Ch
ic
ag
o
“very” (60%) or
27%
31%
60%
De
n
Manitoba trip as being
37%
70%
es
ot
a
also rated their last
13%
32%
in
n
proportions of Canadians
34%
M
to Manitoba. Similar
27%
/S
t.
P.
(29%) with their last trip
80%
in
n
“somewhat satisfied”
90%
M
satisfied’ (68%) or
Somewhat Satisfied
100%
Da
ko
ta
reported being “very
No
rth
visiting Americans
Very Satisfied
*Caution: Small sample sizes in some markets
satisfactory.
Probe Research Inc.
Page 14
Manitoba Travel Market Survey
Most Appealing Aspects of Manitoba Visit

When respondents were
asked what they liked
most about their last
Most Appealing Aspects of Manitoba Trip
- % Visited Manitoba -
Manitoba visit, 24 per
Q.28 “What did you like best about your trip to Manitoba?”
cent of Americans and 19
per cent of Canadians
reported the “friendly
people.” “Shopping” was
also rated high with 11
per cent of U.S.
respondents and 10 per
cent of Canadians
suggesting this was a
Manitoba highlight.
19%
F r ie n d ly P eo p le
S h o p p in g
9%
Sc e ne ry
11 %
7%
F o o d /D in in g
10 %
5%
F is h in g
10 %
C an ad ian M ks
5%
Open Spaces
9%
U .S . M k s
3%
T h e Zo o
8%
2%
M u se u m
6%
14%
F a m ily/F r ie n d s
2%
6%
E a sy A cc e s s
1%
0%
Probe Research Inc.
2 4%
10 %
11 %
10 %
20%
30%
Page 15
Manitoba Travel Market Survey
Intention to Revisit

Among those who have
Incidence of Intended Revisits
visited Manitoba
- Percent Indicating “Yes” -
sometime in the past, 92
per cent of Americans and
88 per cent of Canadians
indicated that they would
Q.27 “Would you take another trip to Manitoba?”
North Dakota
return to Manitoba for a
Minn/St. P.
future visit.
Minnesota
95%
91%
90%
Denver*
66%
Chicago*
89%
Saskatoon
92%
Regina
92%
Greater TO
76%
Thunder Bay
92%
Sault S/M
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Caution: Small samples in some markets
Probe Research Inc.
Page 16
Manitoba Travel Market Survey
Manitoba Travel Market Potential
Likelihood of Future Visits
 Those who had not yet
regard Manitoba as a likely future destination.
visited Manitoba were
asked to indicate the
Overall Likelihood of Manitoba Visit Among Current
Non-Visitors
likelihood of a future visit
to this province. Across
all markets, nearly half
(47%) of non-visitors to
Manitoba regard
49%
50%
47%
44%
39%
40%
Manitoba as a destination
30%
option among many,
while nearly as many
C anadian Mks
U.S . Mks
20%
12%
(43%) have little interest
9%
10%
in ever visiting this
province. Fully one in
0%
Keen
Warm
Av e r s e
ten (10%) however,
Probe Research Inc.
Page 17
Manitoba Travel Market Survey

Among those who have
yet to visit Manitoba,
Potential Visitation Segments
residents of neighbouring
areas and cities were
comparatively more
likely to indicate that they
may be making a trip to
K een
the future.
A verse
100%
90%
22%
30%
this province sometime in
W arm
39%
80%
18%
26%
35%
42%
55%
70%
50%
53%
60%
50%
69%
52%
40%
51%
69%
53%
64%
43%
38%
30%
41%
42%
4%
4%
D enver
C hicago
20%
10%
18%
9%
12%
0%
North
D akota
Probe Research Inc.
M inn/St. P.
M innesota
8%
10%
Saskatoon
R egina
11%
13%
G reater TO Thunder Bay
15%
Sault S/M
Page 18
Manitoba Travel Market Survey
Impact of Dollar Differential
 A small majority of U.S.
Impact of Currency Differential on Travel Behaviour
- U.S. Travelers -
survey participants
(58%), reported that the
fact that the U.S. dollar is
worth approximately 45
Q.33 “In fact, your dollar is worth approximately 45% more in Canada than in the United States. Does this
fact make Canadian travel destinations more appealing to you or does this really not matter to you?”
per cent more in Canada
Ap p ealing
than in their home
Do e s No t Matte r
100 %
country did not make
90 %
travel to a Canadian
80 %
destination more
70 %
appealing. However,
60 %
more than two in five
50 %
surveyed Americans
40 %
(42%) indicated that this
58%
59%
60%
42%
40%
38%
N orth D akota
M inn/S t. P .
M innesota
57%
55%
43%
45%
D enver
C hicago
30 %
20 %
positive currency position
10 %
enhanced the appeal of
Canadian travel
0%
destinations.
Probe Research Inc.
Page 19
Manitoba Travel Market Survey

Among Canadians, the
Impact of Currency Differential on Travel Behaviour
- Canadian Travelers -
difference in currency
made Canadian travel
destinations even more
Q.34 “As you may know, the Canadian dollar is worth approximately 45% more in Canada than in the
United States. Does this fact make Canadian travel destinations more appealing to you or does this really
not matter to you?”
appealing. Overall, 58
per cent of Canadians
found staying in Canada
Ap p ealing
Do e s No t Matte r
100 %
to be more attractive due
90 %
the low U.S. exchange
80 %
value.
70 %
32%
39%
41%
38%
42%
57%
56%
58%
56%
Re gina
G reate r TO
Thunder B ay
S ault S .M
60 %
50 %
40 %
30 %
62%
20 %
10 %
0%
S a skatoon
Probe Research Inc.
Page 20
Manitoba Travel Market Survey
Media Utilization
Travel Planning Information Resources

Respondents who had travelled outside of their home province or state in the past three years were presented with an extensive list of
potential vacation planning information sources. A very strong majority of recent travellers state that they incorporate “word-ofmouth” (88%) information when making vacation plans. Other sources of information used by more than half of travelers include
“brochures” (70%), “articles in newspapers and magazines” (62%), and “advertisements in newspapers” (53%).
Use of Selected Vacation Planning
Information Resources
Use of Selected Vacation Planning
Information Resources (cont’d)
- Per cent Indicating “Yes” -
- Per cent Indicating “Yes” -
Q.40 “When planning a vacation or looking for information on places to visit, which of the following resources do you
use? Do you get your travel information…”
Canada
U.S.
Canada
86%
89%
Word-of-mouth
54%
54%
53%
0%
Probe Research Inc.
40%
22%
24%
28%
Billboards and advertising
45%
48%
20%
32%
Auto club
41%
Features on TV
46%
32%
32%
Travel guide books
45%
Ads in newspaper
40%
Travel info rec'd in mail
54%
Travel info office
43%
44%
Internet sites
60%
63%
Articles in newspapers
24%
23%
Visits to trade/travel shows
60%
80%
100%
U.S.
44%
49%
Ads in magazines
71%
69%
Brochures
Travel agent
Q.40 “When planning a vacation or looking for information on places to visit, which of the following resources do you
use? Do you get your travel information…”
0%
20%
40%
60%
80%
100%
Page 21
Manitoba Travel Market Survey
Conclusions

Of former visitors surveyed, nine in ten indicate that they were satisfied with their visit to Manitoba and a comparable number
indicate that they would make a return visit to Manitoba.

Tourism traffic is greatly influenced by access and proximity.

Exposure to Manitoba’s tourism product diminishes with distance.

While Manitoba boasts a number of key tourism amenities, these qualities suffer from a lack of distinction and are commonly
found in competing surveyed markets (safety, cleanliness, family orientation, etc.).

Some celebrated Manitoba tourism products (festivals, beaches, golf, etc.) are undervalued by a number of potential visitors.

One half of respondents who have not visited Manitoba remain open to visiting Manitoba with one in ten expressing a deep
interest in visiting.
Probe Research Inc.
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