2016 City RepTrak. The Most Reputable Ci=es in the World. November, 2016

Transcription

1 2016 City RepTrak The Most Reputable Ci=es in the World November,

2 The 2016 City RepTrak Stakeholder Group (Target) G8 general public balanced to the country popula=on on age and gender and controlled for region People who were somewhat or very familiar were allowed to rate a country Data Collec7on Method: CAWI (online interviews). Sample: More than 23,000 ra=ngs collected in August-September ci=es measured City Selec7on: Largest gross domes=c products (public release) Largest popula=ons Ci=es with highest familiarity 2

3 The City RepTrak Scorecard 3

4 Good reputa=ons drive posi=ve support As in the case of companies, ci7es also have their own reputa7on which impacts their performance. MORE tourism MORE tax payers More events 4

5 and ul=mately drives value Awareness Reputa7on Support Value Direct Experiences Percep7ons Suppor7ve Behaviour Value Crea7on Country Ac=ons & Communica=ons 3 rd -party Influence Stereotypes 5

6 Value Crea=on: Rela=onship between Reputa=on and Intent Ci=es with the highest reputa=ons a_ract visitors Would Visit Score RepTrak Pulse RepTrak Pulse and Would Visit" correla=on = 0.70 RepTrak Pulse and Would Live" correla=on = 0.74 RepTrak Pulse and Would Work" correla=on = 0.72 RepTrak Pulse and Would Invest" correla=on = 0.69 RepTrak Pulse and Would A_end/ Organize Events" correla=on =

7 but can also destroy it Naples Italy Caracas Venezuela Lagos Nigeria 7

8 Globally, the number of tourists and expenditure is increasing According to the World Tourism Organiza=on, interna7onal tourist arrivals grew by 4.4% in 2015 and reached a record 1.2 billion people. Interna=onal tourism expenditures US$ ( ) Interna=onal arrivals have been increasing > 4% every year since Interna=onal tourism number of arrivals ( ) Source: World Bank Source: World Bank Not only do people travel more they also spend more money in absolute and per person per day. In 2016, total government spending on tourism marke=ng, promo=on and tourism related infrastructure is expected to be $413 billion 10% higher than 2011 and its expected to increase by another 29% by the next decade. 8

9 CITY REPTRAK 2016 Sydney and Vienna top the ranking three Canadian ci=es make top 10 Rank City RepTrak Pulse Score Vienna Sydney SYDNEY VIENNA ZURICH TORONTO STOCKHOLM EDINBURGH MONTREAL For the first =me in the City RepTrak study we have ci=es with an excellent reputa=on Sydney takes the first spot for the second year in a row, followed by Vienna in a very close second What makes these ci=es the most reputable? They are well-developed and have structure in place Top lists for best quality of life, best ci=es in the world and most livable The top 5 ci=es in 2016 are also the top 5 ci=es that respondents chose as a place to live 8 ROME VANCOUVER 78.5 Vancouver 10 COPENHAGEN All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level

10 CITY REPTRAK 2016 For the first =me, we have ci=es scoring above 80 Rank City RepTrak Pulse Score Vienna Sydney SYDNEY VIENNA ZURICH TORONTO STOCKHOLM EDINBURGH MONTREAL For the first =me in the City RepTrak study we have ci=es with an excellent reputa=on Sydney takes the first spot for the second year in a row, followed by Vienna in a very close second What makes these ci=es the most reputable? They are well-developed and have structure in place Top lists for best quality of life, best ci=es in the world and most livable The top 5 ci=es in 2016 are also the top 5 ci=es that respondents chose as a place to live 8 ROME VANCOUVER 78.5 Vancouver 10 COPENHAGEN All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level

11 COUNTRY REPTRAK 2016 These top 10 countries are the happiest, most peaceful and most progressive Rank Country RepTrak Pulse Score SWEDEN SYDNEY CANADA VIENNA SWITZERLAND ZURICH AUSTRALIA TORONTO NORWAY STOCKHOLM FINLAND EDINBURGH Strong Sweden ranks first in 2016 Even though it ranks first, Sweden is on par with Canada and Switzerland as countries with best reputa=on What do these countries have in common? They are on the top lists for happiest countries, most peaceful countries and most socially progressive countries (same sex marriage, best educa=on, healthcare) 7 NEW MONTREAL ZEALAND DENMARK ROME IRELAND VANCOUVER NETHERLANDS All RepTrak Pulse scores that differ by more than +/- 1.4 are significantly different at the 95% confidence level

12 Toronto makes a strong come back in 16 Rank SYDNEY SYDNEY VIENNA 2 VIENNA MELBOURNE MUNICH 3 ZURICH STOCKHOLM SYDNEY 4 TORONTO VIENNA FLORENCE 5 STOCKHOLM VANCOUVER VENICE 6 EDINBURGH BARCELONA OSLO 7 MONTREAL EDINBURGH VANCOUVER 8 ROME GENEVA LONDON 9 VANCOUVER COPENHAGEN BARCELONA 10 COPENHAGEN VENICE All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level MONTREAL 12

13 Toronto s scores in three dimensions and suppor=ve behavior ( ) DIMENSION 2016 SCORE 2015 SCORE 2014 SCORE Effec7ve Government Appealing Environment Advanced Economy SUPPORTIVE BEHAVIOR 2016 SCORE 2015 SCORE 2014 SCORE Live Work in Invest Visit

14 The majority of ci=es enjoy strong reputa=ons Rank City 2016 RepTrak Pulse 1 Sydney Vienna Zurich Toronto Stockholm Edinburgh Montreal Rome Vancouver Copenhagen Helsinki Venice Melbourne Barcelona Madrid Frankfurt Amsterdam San Francisco Tokyo Dublin Milan London Paris Munich Prague Sea_le New York 73.5 All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level Ci=es with reputa=ons that fall in the upper half of rankings are predominantly located in Europe 3 Italian 3 Scandinavian 3 Bri=sh Though these ci=es reflect their country rankings for the most part - unlike Sweden, Norway, Finland, Denmark and Ireland, Italy does not appear in the top 10 countries of 2016 Why does Italy not make the top when its ci=es do? Italians view the country as performing lower on Operates efficiently, Progressive economic & social policies, and Favorable environment for business compared to external respondents 14

15 6 ci=es are challenged with weak reputa=ons Rank Country 2016 RepTrak Pulse 28 Singapore Berlin Boston Budapest Orlando Manchester Athens Brussels Miami Washington DC Dubai Atlanta Los Angeles Hong Kong St.Petersburg New Orleans Shanghai Chicago Seoul Las Vegas Bangkok Jerusalem New Delhi Istanbul Mexico City Moscow Rio de Janeiro Cairo 53.6 All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level What makes these ci=es the least reputable? Plagued by civil war, Istanbul s weak reputa=on places it among the world s lowest rated ci=es Issues surrounding scandal and crime keep Rio de Janeiro in the bo_om despite hos=ng the 2016 Summer Olympics Cairo, a city oxen highlighted by its issues with safety, has the most vulnerable reputa=on of

16 The top city s compe==ve strength is increasing Over the past 6 years the average reputa=on of top ranked ci=es has increased by 9 points, and the pulse score that assured a city the #1 place has increased by 10 points Sydney has managed to consistently increase its reputa=on and maintain the #1 spot (2013, 2015, 2016) Sydney has consistently high scores across all city a_ributes (ex. Beau=ful city, progressive, safe, favorable for business) and is one of the top ci=es where people would like to live and work Top 10 Ci=es RepTrak Average #1 City RepTrak Pulse Score #1 City in 2011 London; #1 City in 2012 Vancouver; #1 City in 2013 Sydney; #1 City in 2014 Vienna; #1 City in 2015 Sydney ; #1 City in 2016 Sydney 16

17 Country and City reputa=ons are linked together TOP 10 CITIES (1-10) CITY S COUNTRY COUNTRY S RANKING IN 2016 COUNTRY REPTRAK Sydney Australia 4 Vienna Austria 11 Zurich Switzerland 3 Toronto Canada 2 Stockholm Sweden 1 Edinburgh UK 13 Montreal Canada 2 Rome Italy 12 Vancouver Canada 2 Copenhagen Denmark 8 BOTTOM 10 CITIES (46-55) CITY S COUNTRY COUNTRY S RANKING IN 2016 COUNTRY REPTRAK Seoul South Korea 45 Las Vegas United States of America 28 Bangkok Thailand 26 Jerusalem Israel 51 New Delhi India 44 Istanbul Turkey 58 Mexico City Mexico 43 Moscow Russia 65 Rio de Janeiro Brazil 24 Cairo Egypt 55 There is an undeniable link between the reputa=on of a city and the country it resides in When comparing the 2016 Country RepTrak and 2016 City RepTrak rankings, the ci=es that are on top belong to countries that topped the Country ranking, similarly with the bo_oms of the lists The only discrepancies are Las Vegas, Bangkok, and Rio de Janeiro. While these ci=es are at the bo_om of the list, their respec=ve countries rank in the middle 17

18 The a_acks in Paris and Brussels affected the reputa=ons of the ci=es as well as their country reputa=ons CITY/COUNTRY 2016 REPTRAK PULSE 2015 REPTRAK PULSE Δ between 2016 and 2015 pulse BELGIUM BRUSSELS FRANCE PARIS Axer the Brussels terrorist a_acks, both the city and the country experienced a reputa=on drop Both Brussels and Belgium experienced a significant drop in the safety a_ribute The effect was opposite for Paris and France axer the mul=ple a_acks in Paris both Paris and France s reputa=ons saw a posi=ve lix Their reputa=on increases despite the drops in the safety a_ribute 18

19 The Olympics Effect Case Study: London and Rio de Janeiro 71.9 London 2012 Summer Olympics For London, the 2012 Summer Olympics had a posi=ve effect on the city s reputa=on and the city has enjoyed the axerglow since then (however, sta=s=cally there has been no increase since 2013) The overall sen=ment about the London Olympics was posi=ve and the Games were praised for their organiza=on * Rio de Janeiro 2016 Summer Olympics 54.6 For the recent Olympics in Rio, the story is different in 2016 right axer the Olympics ended, Rio s score dropped 5 points Brazil s poli=cal, economic and health crises set an unstable and unsafe stage for the Games, and the many infrastructure and organiza=onal issues during the Games only furthered this London Rio de Janeiro * City RepTrak Studies fielded in January of the year ; 2016 City RepTrak fielded in August-September of

20 Rio s troubles didn t stop with the Olympics; the country s poli=cal, economic and health issues had a direct impact on it s most famous city PULSE/ATRRIBUTE 2016 SCORE 2015 SCORE Δ between 2015 and 2016 RepTrak Pulse Safe environment for visitors Run by well-respected leaders Well-developed poli=cal ins=tu=ons Financially stable and poten=al for growth Adequate infrastructure Rio de Janeiro is the city that saw the highest drop in reputa=on The areas in which the city experienced the biggest decline revolve around Brazil s recent poli=cal scandals, frauds, and unstable economic and health situa=on 20

21 Rank The top 10 ci=es in reputa=on are the ones that are ge}ng top support LIVE WORK IN INVEST VISIT TORONTO SYDNEY ZURICH STOCKHOLM VIENNA VANCOUVER MONTREAL ZURICH TORONTO SYDNEY FRANKFURT STOCKHOLM MONTREAL VANCOUVER ZURICH TOKYO TORONTO SYDNEY NEW YORK STOCKHOLM FRANKFURT ROME VENICE VIENNA BARCELONA SAN FRANCISCO SYDNEY AMSTERDAM Ci=es with the best reputa=ons are most likely to a_ract new residents Top tourist des=na=ons are not necessarily ci=es with top-rated reputa=ons, and thus do not receive high support in other categories Though highly regarded for their appealing environments, their economy, poli=cs, or infrastructure can decrease their reputa=on and levels of support 8 MELBOURNE EDINBURGH MUNICH NEW YORK 9 COPENHAGEN MELBOURNE COPENHAGEN TOKYO 10 FRANKFURT BLUE: In the Top 10 by Reputa=on SAN FRANCISCO SINGAPORE EDINBURGH 21

22 Being a beau=ful and safe city that has well-respected leaders drives a city s reputa=on EFFECTIVE GOVERNMENT 37.5% ATTRIBUTE WEIGHT Safe place 11.5% Well-respected leaders 8.5% Follows social, economic & environmental policies 8.1% Well-developed poli=cal and legal infrastructure 7.1% Adequate infrastructure 6.7% APPEALING ENVIRONMENT 36.7% ATTRIBUTE WEIGHT Beau7ful city 12.0% Appealing experiences 8.3% Home to well-known personali=es 7.6% ATTRIBUTE WEIGHT ADVANCED ECONOMY 25.9% Financially stable & poten=al for future growth 6.8% Produces well-respected products and services 6.5% Favorable business environment 6.4% Technologically advanced 5.6% Headquarters of leading companies 4.9% 22

23 Reputation Management Best Practices In order to work strategically with reputa=on, des=na=ons should: Understand percep=ons and drivers among key stakeholders Iden7fy your compe==ve strengths and point of difference Define a relevant Brand & Reputa=on strategy aligned across relevant func=ons/teams Align ac=vi=es with your strategy and stakeholder expecta=ons Build KPIs to ensure accountability Monitor success on an ongoing basis 23

24 Execu=ve Summary 1. Market place is growing and so is trust in ci=es 2. Ci=es are branding themselves to drive support 3. Canadian ci=es are doing a great job 4. A city should manage its brand and drive its reputa=on as professionally as a company to drive stakeholder support 24

25 Thank you 25