October 15, 2008 07:01 ET

Changing Attitudes in High Altitudes at Tourism Conference

New Findings Presented at National Conference Suggest Shifting Demands, Priorities for Business Travelers in Canada

Attention: Business/Financial Editor, Travel/Tourism Editor VANCOUVER/BC--(Marketwire - Oct. 15, 2008) - The Travel and Tourism Research Association's Canadian Chapter is meeting in Victoria, BC this week for its annual conference. Conference attendees will be learning about changing attitudes in business travel from a Canadian travel and tourism research expert. Dave Pierzchala, Vice President with Ipsos Reid's Travel and Tourism specialty, is presenting the latest findings from Ipsos' annual syndicated Canadian Business Travel Study. The study, now in its 15th year, takes a close look at the Canadian business traveller.

The findings being presented from the Ipsos study show how attitudes of frequent business travellers in Canada have changed over the past five years. Pierzchala's presentation closely examines the psychographic segmentation within the market and focuses directly on how these shifting attitudes are reflected in changes in traveller behaviours.

"One thing is clear, expectations are changing, and behaviours are following suit," says Pierzchala of this year's study. "Canadian business travellers have higher demands for special treatment and are more interested in being rewarded for their loyalty. And they are taking these into consideration when they make their business travel decisions."

The study finds that 70% of today's Canadian business travellers try to choose hotels, rental cars, and airlines that help maximize their frequent flyer points. That's an increase of 10 percentage points from 2003. When compared to those who rate cheaper fares above frequent flyer points, the trend once again points to a high value placed on reward and loyalty programs. The 2008 figures indicate that only 36% of Canadian business travelers rate cheaper fares above frequent flyer points; that figure was 41% just five years ago.

"What is interesting to note," continues Pierzchala, "is that technology is helping the business traveller stay on top of their work while away, and they are comfortable with the rate of change. Five years ago, just over a third (35%) found it a hassle to keep in touch with the office. Today, that figure is about a quarter (26%). Business communication devices, such as the BlackBerry, have clearly helped to tackle this issue."

Pierzchala's presentation will provide an in-depth analysis of the Ipsos study findings. Ipsos is a proud sponsor of the 2008 Travel & Tourism Research Association Conference, being held in Victoria from October 15 to 17. For more information on the TTRA and the 2008 conference, visit www.ttracanada.ca.

Contact Information