Resources

BCRTS Research Program

7 Mins read

The five Regional Destination Management Organizations of the BC Regional Tourism Secretariat (BCRTS) – Cariboo Chilcotin Coast, Kootenay Rockies, Northern BC, Thompson Okanagan and Vancouver Island – came together to invest in research to provide insights into our regions’ visitors, providing access to the latest market research methodologies to our communities and stakeholders.  This program is enabling us to understand who is visiting, from where, what they are like, and shifts in demand due to the pandemic. But research is only useful when it’s in the hands of the people that need it most. Read more to find out what information and tools are available to you.

Reports and Tools Available for Communities & Businesses

The BCRTS Research Program generates weekly, monthly, quarterly and annual reports on a variety of topics important for tourism decision-making at the regional, community and individual business level.  Weekly Travel Pattern reports track visitation fluctuations, COVID-19 Impact Reports share collective responses from businesses related to the pandemic to inform government programs, Visitor View reports track visitation and market segmentation by month and quarter and Custom Research programs enable communities and businesses to get an in-depth view into their own current and potential customers. Read on to learn more about each type of research available.

General Research Programs & Tools

  • Visitor Views Reporting for CDMOs & RDMOs
  • STAR Hotel Benchmarking for Hotels & RDMOs
  • Market Segmentation Reports for Stakeholders and RDMOs
  • Custom Research & Reports for Stakeholders, Sectors, CDMOs, & RDMOs.

COVID-19 Tourism Impact Reports 

Each month over 200 businesses throughout BC are polled on a number of topics related to how the pandemic is affecting their businesses; from eligibility and uptake of grant programs, to employment figures to personal challenges.  A summary report is developed each month and this is reported back to industry and is also shared directly with the provincial government to inform impacts and changes.  This BCRTS project is in partnership with the Tourism Industry Association of BC (TIABC) and the BC Hotel Association (BCHA) and BC Community Destination Marketing Organization (BCDMOA).  When businesses tell us they are falling through the cracks, we report it back and request changes such as expansion of the BC Small Business Grant, the creation of new grant programs for the hardest hit sectors and changes to eligibility criteria.  It’s an essential way for us to gather and supply realtime information to the provincial government. The reports are available to the public and participation in surveys are vital to this work so we thank all stakeholders who have, and who will, contribute.


Weekly Visitation Data

Our weekly visitation data comes from the Environics Analytics Weekly Tracker which allows us to view the number of visitors to the province, and to each region, using mobile data.  Each region’s data is compared to the province and on a year-over-year basis so we can see the trends by season, impacts from travel restrictions, etc.  These documents, titled “Measuring Canadian Travel Patterns” are available for download each week.


Hotel Benchmarking

What is the STAR Report?  For more than 30 years, research company STR collects rooms available, rooms sold, and room revenue from participating hotels which is then fed back (anonymously) to participants in reports to understand our own hotel’s performance. 

The British Columbia Hotel Association and the BC Regional Tourism Secretariat are working together to provide the STAR report to our stakeholders to better understand our performance within our markets. Regional data is provided weekly to each RDMO and participating hotels receive their own reports. 

Powered by the world’s largest hotel data sample, STR delivers confidential data on hotel occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPar), for markets such as the tourism regions of BC.

Want to participate? See the Info Sheet or go straight to the sign-up form now. It’s FREE! Or watch a demo video of the FREE hotel benchmarking dashboard you could start accessing right away.

STR Destination Report – January – September 2021

REGIONAL STATS WEEKEND OF NOVEMBER 12-13, 2021:

  • Cariboo Chilcotin Coast: OCC 70.2% ADR $132.08 REVPAR $92.75
  • Kootenay Rockies: OCC 48.1% ADR $140.09 REVPAR $67.43
  • Northern BC: OCC 56.7% ADR $121.21 REVPAR $68.74
  • Thompson Okanagan: OCC 58.3% ADR $123.37 REVPAR $71.87
  • Vancouver Island: OCC 85.9% ADR $189.82 REVPAR $163.14
  • Vancouver: OCC 60.3% ADR $173.33 REVPAR $131.76
  • Whistler: OCC 75.2% ADR $275.96 REVPAR $207.40


Regional Visitor Data

Visitor View is the visitation and segmentation report generated monthly for each region and the province using Environics Analytics’ Envision platform.  It allows us to compare domestic visitation over the years of 2018, 2019, 2020 and 2021 using mobile technology.  The visitation by month at the unique visitor level, the trip level, and the overnight stay level allow the regions to understand where their visitors are coming from and the kinds of trips being made by Canadians to each region.  Additionally, market segmentation data by month is generated using Environics Analytics’ PRIZM segmentation and Destination Canada’s Explorer Quotient (EQ) segmentation systems.  This means that each region understands their visitors’ demographics, values, interests, media usage, and more.  This information is useful for regions, CDMOs, businesses to understand the kinds of activities to develop and market, as well as the type of language to use in marketing, and the areas to target to attract new or different audiences. Each region provides this information on its website.

Report Examples


Market Segmentation Analysis

The program allows us to understand the whole picture of the BC and Alberta markets – BC’s two primary domestic markets – and is available to all stakeholders on request.  You can find the information in the Visitor View summaries above, or request further info from your Regional DMO

Why would you need this? If you want to understand who is currently coming to your region, what the top visitor origin cities are, what the demographics of the visitors are (are they Families? Couples? Empty-nesters? What is their household income?), what kinds of activities they like to do, what social media channels they are using, and more, the Market Data provides this info. 

If you want to know about the top market segments of BC and where to find the people that align with your values as a business, where those that are interested in arts & culture, or hiking or kayaking, etc., the BC and Alberta Market Data provides that information and can help you in your planning and strategies for targeting new markets. Providing access to market data is a goal of the BCRTS partnership, to ensure all stakeholders have information at their fingertips.

Ask about it today via your Regional DMO.

Report Example


Custom Research & Reports

If you want to go further and understand your customers or visitors to your community specifically, you can get custom research done by BCRTS’s data partner, Symphony Tourism Services.  The program is subsidized by BCRTS’s coverage of the data licenses and therefore the costs are reasonable.  Inquire via your Regional DMO.  Read more about custom research available and examples of projects that have been completed.

Check out the Community Research Program Overview to learn more about how these metrics work together.

Types of Custom Research


Recovery Tracking

The purpose of this report is for the BCRTS partners to have a full picture of our tracking toward recovery, as well as insights into ongoing and changing challenges. It is submitted to the BC Ministry of Tourism, Arts, Culture and Sport in order to provide a regional overview in a succinct manner. We are sharing it here for all stakeholders to have access to the same information and understand where their efforts to answer surveys are going, as well as how the investments made by the BCRTS into the research program are supporting our tourism resiliency & recovery efforts.

July 2021 – Visitation Indicators
August 2021 – Business Responses
September 2021 – Visitation Indicators


COVID-19 Tourism Impact Reports

COVID-19 Tourism Impact Report – Weeks Of July 1, 2021 to September 7, 2021
COVID-19 Tourism Impact Report – Weeks Of June 1, 2021 to June 30, 2021
COVID-19 Tourism Impact Report – Weeks Of May 1, 2021 to May 31, 2021
COVID-19 Tourism Impact Report – Weeks Of April 1, 2021 to April 30, 2021
COVID-19 Tourism Impact Report – Weeks Of March 1, 2021 to March 31, 2021
COVID-19 Tourism Impact Report – Weeks Of January 12, 2021 to February 28, 2021
COVID-19 Tourism Impact Report – Weeks Of November 12, 2020 to December 20th, 2020
COVID-19 Tourism Impact Report – Weeks Of November 12, 2020 to November 30th, 2020
COVID-19 Tourism Impact Report – Weeks Of October 2 to October 31, 2020
COVID-19 Tourism Impact Report – Weeks Of Sept 8 to Sept 30, 2020
COVID-19 Tourism Impact Report – Weeks Of July 27 & August 4, 2020
COVID-19 Tourism Impact Report – Weeks Of July 16 & July 25, 2020
COVID-19 Tourism Impact Report – Weeks Of June 8 & 15, 2020
COVID-19 Tourism Impact Report – Week of June 8, 2020
COVID-19 Tourism Impact Report – Weeks of May 25 & June 1, 2020
COVID-19 Tourism Impact Report – Week Of May 11, 2020
COVID-19 Tourism Impact Report – Week Of May 4, 2020
COVID-19 Tourism Impact Report – Week Of April 27, 2020
COVID-19 Tourism Impact Report – Week of April 20, 2020
COVID-19 Tourism Impact Report – Week Of April 13, 2020
COVID-19 Tourism Impact Report – Week of April 6, 2020
COVID-19 Tourism Impact Report – Week of April 4, 2020
COVID-19 Tourism Impact Report – Week of March 30, 2020
COVID-19 Tourism Impact Report – Week of March 22, 2020


Travel Pattern Studies

Measuring Canadian Travel Patterns: Jan 1, 2021 – November 14, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – November 7, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – October 31, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – October 24, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – October 17, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – October 10, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – October 3, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – September 26, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – September 12, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – September 5, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – August 22, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – August 15, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – August 8, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – August 1, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – July 25, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – July 18, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – July 4, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – June 27, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – June 20, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – June 13, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – May 30, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – May 23, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – May 16, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – May 9, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – May 2, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – April 25, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – April 18, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – April 11, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – March 28, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – March 21, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – March 7, 2021
Measuring Canadian Travel Patterns: Jan 1, 2021 – Feb 7, 2021
Measuring Canadian Travel Patterns: Feb 4 2020 – January 17, 2021
Measuring Canadian Travel Patterns: Feb 4 2020 – January 10, 2021
Measuring Canadian Travel Patterns: Feb 4 2020 – January 3, 2021
Measuring Canadian Travel Patterns: Feb 4 – December 6, 2020
Measuring Canadian Travel Patterns: Feb 4 – November 29, 2020
Measuring Canadian Travel Patterns: Feb 4 – November 22, 2020
Measuring Canadian Travel Patterns: Feb 4 – October 18, 2020
Measuring Canadian Travel Patterns: Feb 4 – October 11, 2020
Measuring Canadian Travel Patterns: Feb 4 – October 4, 2020
Measuring Canadian Travel Patterns: Feb 4 – September 27, 2020
Measuring Canadian Travel Patterns: Feb 4 – September 20, 2020
Measuring Canadian Travel Patterns: Feb 4 – September 13, 2020
Measuring Canadian Travel Patterns: Feb 4 – August 23, 2020
Measuring Canadian Travel Patterns: Feb 4 – August 16, 2020
Measuring Canadian Travel Patterns: Feb 4 – August 9, 2020
Measuring Canadian Travel Patterns: Feb 4 – August 2, 2020
Measuring Canadian Travel Patterns: Feb 4 – July 26, 2020
Measuring Canadian Travel Patterns: Feb 4 – July 19, 2020
Measuring Canadian Travel Patterns: Feb 4 – July 12, 2020
Measuring Canadian Travel Patterns: Feb 4 – June 7, 2020


Research Partners

BCRTS Research and Data Analytics are provided by Symphony Tourism Services, Eric Werker and Joshua Tafel, and data is supplied by Environics Analytics.