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6/20/2007 - Destination Canada

Deloitte Selects Hotspex to Uncover the American Traveler's Hidden Perceptions of Canada

Toronto, ON June 19 - What do Americans think of Canada? Apparently, they find it boring! "Canada is like an old friend..consistent but not that exciting," said one U.S. respondent in a research initiative carried out by Hotspex on behalf of Deloitte in Q2 of 2007. Hotspex employed some of their industry-leading, proprietary tools to generate the insights that formed the basis of a Deloitte report on the Canadian tourism sector, which aimed at understanding American travelers and their perceptions of Canada.

"Deloitte selected Hotspex over a long list of other potential suppliers for our ability to engage consumers to uncover more meaningful, actionable insights," said Shane Skillen, President of Hotspex. Indeed, Hotspex delivered a more realistic understanding of consumer behavior that will help shape better strategies and executions for addressing critical challenges facing the Canadian tourism sector. "We are very proud to count Deloitte as a new client and to work with them on this important research initiative," admitted Skillen.

One of the techniques applied in this study, PersonaSpexT, analyzed Canada (the brand) to understand its image and character using personality attributes as a way for people to make associations with the brand. "The findings of this research uncover interesting opinions, beliefs and perceptions that American travelers have towards Canada," said Skillen, "and profiling American travelers resulted in a profound understanding of the different market segments and what drives their destination selection decisions."

According to the Deloitte report, the Hotspex findings clearly showed that "age is by far the biggest differentiator," where generations differ in their knowledge, opinions, attitudes and perceptions. This results in a better understanding of "where best to invest their (the tourism sector's) marketing and infrastructure dollars."

Among the many key findings of the survey was that although Canada is generally perceived to be beautiful, stable and secure, it has also come to be seen as "too safe, too predictable and perhaps too boring," says the report.

Another interesting finding was that "Americans show a decided preference for visiting Canada in the spring and summer, followed by fall and winter, despite Canada's world renown as a winter playground. The numbers are telling: 63% have been to Canada in the spring versus 37% in the winter."

According to Deloitte, "this is the first in a series of planned research initiatives" which will be carried out in other countries in partnership with Hotspex "to understand the perceptions and beliefs of the rest of the world."

"This partnership with Deloitte is very beneficial for Hotspex and will strengthen our reputation in the research industry as we strive to become the marketing research company that everyone will want to work with," added Skillen.

The Deloitte report entitled, Destination Canada, can be viewed online at www.hotspex.biz/DestinationCanada.

For additional information on Deloitte Selects Hotspex to Uncover American's Hidden Perceptions of Canada, contact Gera Nevolovich at Hotspex, +1.416.487.5439 ext.227

About Deloitte Inc.
Deloitte, one of Canada's leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than 6,800 people in 51 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. The firm is dedicated to helping its clients and its people excel. Deloitte is the Canadian member firm of Deloitte Touche Tohmatsu. Deloitte is the leading professional services firm providing solutions to the Tourism, Hospitality & Leisure industry.

About Hotspex Inc.
Hotspex delivers provocative marketing research and innovation insights that help our clients to confidently make informed and inspired decisions. Our world class research solutions are distinguished through leading edge technology, proprietary consumer understanding methodologies and above all passionate employees that bring all this to life. For more information, please visit: www.hotspex.biz

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