Changing Attitudes in High Altitudes at Tourism Conference

Vancouver, BC - 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.

For more information on this news release, please contact:
Dave Pierzchala
Vice President
Ipsos Reid
(778) 373-5006
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, health and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, visit www.ipsos.ca.

About Ipsos in North America

Ipsos is one of the fastest growing market research companies in the U.S., market leader in Canada, and among the most trusted research brands in North America. With more than 1,500 professionals and support staff in the U.S. and Canada, Ipsos offers a suite of survey- based services--guided by industry experts and bolstered by advanced analytics and methodologies--in advertising, customer loyalty, marketing, media and public affairs research, as well as forecasting, modeling, and consulting. Ipsos companies offer a complete line of custom, syndicated, omnibus, panel, and online research products and services.

In 2007, Ipsos generated 927.2 million euros ($1.27 billion U.S.) in total revenues, of which 31% came from its North American operations. The Paris-based company was founded in 1975 and has been listed on the Paris Stock Exchange since 1999.

Visit www.ipsos-na.com to learn more about Ipsos' offerings and capabilities.