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Hotel marketing analytics suggest that over 430,000 domestic Canadian leisure travelers may own a Tablet (eg. RIM PlayBook, Apple iPad) and use the Internet to gather information before they travel. These are travelers who likely intend to stay at least one night in paid accommodations according to data in the Canadian Tourism Commission (CTC) Global Tourism Watch: Canada Summary Report 2011. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031. Based on recent Media Technology Monitor (MTM) forecasts, Canadian domestic leisure traveler Tablet ownership may double to over 860,000 by the end of 2012. MTM research findings are reported in a Thursday, December 8th Globe and Mail article, Canadians slow to join mobile web browsing trend. A 2011 Hotel Association of Canada (HAC) Travel Intention Survey revealed that videos, travel blogs, articles, and images influence a leisure traveler’s hotel stay decisions.

Hotel marketers may therefore create Livestand from Yahoo! personalized, living Tablet travel magazines with images, videos, articles, and other content about accommodations. Canadian domestic travelers may also be targeted with personalized, digital magazines about golf, wine and other popular travel destinations. More information regarding the golf and wine traveler segments may be read in the Tablet Marketing Analytics: Livestand from Yahoo! and Golf Magazines and iPad Marketing Analytics: Livestand from Yahoo! and High-Spending Wine Drinkers articles. There is also an excellent article, Tablet Flash Marketing Analytics: Animating Corporate Reports, that describes the Tablet’s potential as a means to deliver Flash-animated corporate reports. But below are precise details of how the market size for Tablet-owning, Canadian leisure domestic travelers has been estimated.

The Canadian Tourism Commission (CTC) Global Tourism Watch: Canada Summary Report 2011 estimates that 9.9 million Canadian leisure travelers will definitely or are very likely to travel in Canada in the next year. These leisure travelers are likely to spend at least one night in paid accommodations, according to the CTC. Social media and traveler behaviour research from the 2011 Hotel Association of Canada (HAC) Travel Intention Survey can be applied to the base of 9.9 million Canadian leisure travelers. According to the HAC, 73% of Canadian leisure travelers use the Internet to gather information before booking their travel. And this translates into a population of 7,220,000 (9.9 million *.73) Canadian, domestic, leisure travelers who conduct online travel research.

Ipsos Reid’s 2011 Mobil-ology Study of Smartphone, Tablet & eReader users in Canada reveals that 6% of online adult Canadians own a Tablet. As a result, about 433,620 (6% * 7,220,000) Canadian, online, domestic leisure travelers currently own a Tablet. This figure should grow to approximately 867,240 by the end of 2012 if MTM research reported in the Globe and Mail is true: that Tablet ownership among Canadians will double by the end of 2012.

All of this is great news for hotel marketers, given that the Tablet serves a primarily entertainment function for owners: a conclusion also stated in the Ipsos-Reid Mobil-ology study referenced above. Tablets are therefore ideal mobile devices through which to promote hotels, resorts, Bed and Breakfasts (B&Bs), and tourist destinations. As Canadian Tablet sales increase, so to will the number of domestic leisure travelers who own one. And hotel marketers may use Livestand from Yahoo! personalized, living Tablet magazines to promote hotels, accommodations and travel destinations to domestic, Canadian leisure travelers.

Marketing Analytics Quote: Tourism and Tablet Mark...

Tablet Owners Who Move Within Canada