2017 City RepTrak. The Most Reputable Cities in the World. September 28th, 2017 Nicolas G. Trad

Transcription

1 2017 City RepTrak The Most Reputable Cities in the World September 28th, 2017 Nicolas G. Trad 1

2 What we are going to see during this webinar: Managing the reputation Cities why and how City RepTrak 2017 topline results Do country and city reputations overlap? Cases The Olympics Effect Case Study: London The political effect on Washington D.C. s reputation Best practices 2

3 Place reputation drives key stakeholder support As in the case of companies, Places also have their own reputation which has an impact their performance. MORE TOURISM MORE STUDENTS BETTER DIPLOMACY MORE FDI MORE FOREIGN TALENT 3

4 How Money Travels Thanks to Places Direct and total contribution of travel and tourism to the global economy from 2006 to 2016 (in trillion U.S. dollars) Direct contribution Total contribution 7,58 7,61 6,08 6,24 6,44 6,63 6,99 7,17,89 1,93 1,99 2,06 2,16 2,36 2,23 2, Source: World Travel Tourism Council 4

5 International tourist arrivals in millions Travel will keep growing The direct contribution of Travel & Tourism to GDP was USD 2,3 bn in 2016 forecasted to rise by 3.8% in 2017, and to rise by 4.0% pa, from , to USD 3,5bn in Number of international tourist arrivals worldwide from 1996 to 2016 (in millions) 1400 World Travel Tourism Council * 5

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7 FAMILIARITY Driving stakeholders from awareness to support DIRECT EXPERIENCES COUNTRY ACTIONS AND COMMUNICATIONS PERCEPTIONS BEHAVIOR SUPPORT THIRD-PARTY INFLUENCE STEREOTYPES 7

8 Impactors Communication...and driving them through the stakeholder funnel Awareness I know the city at least by name Making the Promise Familiarity I know some attributes Likeability I have a positive perception Support I have supported through action Loyalty I have repeated the action I Fans I proactively promote the city Delivering the Promise 8

9 Would Visit Score Value Creation: Relationship between Reputation and Declared Intentions Cities with the highest reputations attract visitors RepTrak Pulse RepTrak Pulse and Would Visit" correlation = 0.68 RepTrak Pulse and Would Live" correlation = 0.73 RepTrak Pulse and Would Work" correlation = 0.72 RepTrak Pulse and Would Invest" correlation = 0.69 RepTrak Pulse and Would Attend/Organize Events" correlation =

10 Understanding the reputation of countries 10

11 The City RepTrak Scorecard 11

12 Strong reputations are built by aligning what drives reputation with what you do 12

13 But can easily be destroyed Naples Italy Caracas Venezuela Nigeria 13

14 The 2017 City RepTrak The City RepTrak Scorecard Sample: 23,000+ ratings collected in February-March cities included in the City RepTrak survey Stakeholder Group (Target): General public in G8 countries People who were somewhat or very familiar were allowed to rate a country. City Selection: Largest gross domestic products (public release) Largest populations Cities with highest familiarity Data Collection Method: CAWI (online interviews). 14

15 Executive Summary 1. People are traveling more and spending more 2. Trust in reputations is on the rise reputation scores are getting stronger 3. The reputation of cities are impacted by the reputation of their countries 4. There is a direct link between a city s reputation and people s willingness to visit, work in and live in the city 5. Safety, beautiful and providing appealing experiences drive the reputation of cities 6. Cities who manage their brand and reputation professionally do better than others 15

16 Sydney ranks first, third year in a row Rank City 1 SYDNEY 2 COPENHAGEN 3 VIENNA 4 STOCKHOLM 5 VANCOUVER 6 LONDON 7 MELBOURNE RepTrak Pulse Score Sydney takes the first spot third year in a row, followed by Copenhagen as the only two cities with an excellent reputation What makes these cities the most reputable? They are well-developed and have structure in place Considered to be beautiful cities and deliver appealing experiences The top 5 cities that respondents chose as a place to live in 2017 are also part of the top 10 cities in reputation 7 out of 10 are cities from Europe BARCELONA MILAN TORONTO All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level 16

17 Familiarity and reputation are not the same thing Rank City SYDNEY COPENHAGEN VIENNA STOCKHOLM VANCOUVER LONDON MELBOURNE BARCELONA MILAN TORONTO RepTrak Pulse Score

18 RepTrak Pulse Being big doesn t mean being beautiful 85 Sydney Copenhagen Stockholm 80 Melbourne Helsinki Toronto 75 Great reputation but low familiarity increase familiarity Prague Vancouver Vienna Barcelona Rome London Paris Tweaking message should improve reputation Gold Coast New Delhi St. Petersburg Istanbul Bangkok Rio de Janeiro Mexico City Cairo Chicago Moscow Washington DC Las Vegas Familiarity Great reputation but low familiarity increase familiarity Work on conversion from familiar => reputation 18

19 The Link between Country and City TOP 10 CITIES (1-10) CITY S COUNTRY COUNTRY S RANKING IN 2017 COUNTRY REPTRAK Sydney Australia 4 Copenhagen Denmark 8 Vienna Austria 11 Stockholm Sweden 3 Vancouver Canada 1 London UK 18 Melbourne Australia 4 Barcelona Spain 13 Milan Italy 14 Toronto Canada 1 BOTTOM 10 CITIES (47-56) CITY S COUNTRY COUNTRY S RANKING IN 2017 COUNTRY REPTRAK Seoul South Korea 35 Shanghai China 47 Bangkok Thailand 22 Jerusalem Israel 42 Istanbul Turkey 46 Rio de Janeiro Brazil 31 New Delhi India 33 Mexico City Mexico 37 Moscow Russia 51 Cairo Egypt 40 When comparing the 2017 Country RepTrak and 2017 City RepTrak rankings, most of the cities that are on top belong to countries which are high in the ranking However, Bangkok, Rio de Janeiro and New Delhi are at the bottom of the list, while their respective countries rank in the middle Also, London ranks as the sixth most reputable city, and the United Kingdom is placed in the middle of the ranking 19

20 Country Pulse In the top there s a high correlation between Country and City reputation. In the middle and bottom, countries and cities tend to part ways City Pulse 20

21 Top 10 Cities Overtime ( ) Rank SYDNEY SYDNEY SYDNEY COPENHAGEN VIENNA STOCKHOLM VIENNA ZURICH TORONTO MELBOURNE STOCKHOLM VIENNA New modern cities are appearing in the top 10, like London and Milan and CPH jumps 9 points 5 VANCOUVER STOCKHOLM VANCOUVER 6 LONDON EDINBURGH BARCELONA 7 MELBOURNE MONTREAL EDINBURGH 8 BARCELONA ROME GENEVA 9 MILAN VANCOUVER COPENHAGEN 10 TORONTO COPENHAGEN VENICE 21

22 Two Cities in the Lead with an Excellent Reputation Rank City 2017 RepTrak Pulse 1 Sydney Copenhagen Vienna Stockholm Vancouver London Melbourne Barcelona Milan Toronto Amsterdam Tokyo Rome Montreal Edinburgh Helsinki Dublin Venice Zurich Munich Madrid San Francisco New York Paris Prague Frankfurt Seattle 74.6 All RepTrak Pulse scores that differ by more than +/- 2.5 are significantly different at the 95% confidence level Trust in cities has gone up - the Competition is high: in order to make the top 10, a City needs to have almost an excellent reputatiion Rank Country 2017 RepTrak Pulse 28 Orlando Berlin Brussels Singapore Miami Boston Athens Gold Coast Dubai Los Angeles Budapest Manchester Washington DC New Orleans Hong Kong Atlanta Las Vegas Chicago St. Petersburg Seoul Shanghai Bangkok Jersusalem Istanbul Rio de Janeiro New Delhi Mexico City Moscow Cairo

23 The competition on the top is getting stronger Over the past 7 years, the average reputation of top ranked cities 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 reputation and achieve the #1 spot (2013, 2015, 2016, 2017) Sydney is the top city where people would like to live, work and visit Top 10 Cities RepTrak Average #1 City RepTrak Pulse Score #1 City in 2011 London; 2012 Vancouver; 2013 Sydney; 2014 Vienna; 2015 Sydney ; 2016 Sydney; 2017 Sydney 23

24 The Olympics Effect Case Study: London 71.9 London 2012 Summer Olympics Local elections European Aquatics Championships Sadiq Khan, Mayor of London elected in 2016 After 2012 Summer Olympics, London has kept improving its reputation. In 2017 London has reached the Top 10 in reputation, after increasing +10 Pulse points since 2012 The overall sentiment about the London Olympics was positive and the Games got an appraisal for their organization Furthermore, London has celebrated many other sport events in the past years such as ATP World Tour Finals (since 2009), Champions League Final (2013) and European Aquatic Championships (2016). It has become a referent in organizing sport events In 2016, Sadiq Khan was elected as the first Mayor of London who was Muslim. He defended the multiculturalism of the city after the terrorist attacks in London ATP World Tour Finals, London ( ) 24

25 London improves while UK in decline Brexit effect on UK: it falls externally, but it grows internally London 2012 Summer Olympics Reputation effect invest in UK, or I d work 70.9in the UK DY 23,0 0,7% IVE Local elections SIT European Aquatics Championships RK ND EST NG 14,0 13,3 12,2 11,9 11,7 16, ,4% -2,3% Olympic -3,0% Games -3,9% -2,8% Cameron promises referendum for Brexit 3,0% Scotland Referendum General elections: Conservative party wins The UK voted for the Brexit 25

26 The Olympics Effect Case Study: Rio de Janeiro 57.5 World Judo Championships, Rio de Janeiro (2013) Rio de Janeiro 2016 Summer Olympics Rio de Janeiro has maintained a stable reputation since 2011 despite celebrating many relevant sport events In contrast to London, Rio celebrated some events (World Judo Championships, ATP 500 Tournament and FIFA World Cup) before the Olympics to get prepared for them Rio de Janeiro 2016 Summer Olympics lacked planning and there were several problems with the athletes facilities. This situation led to a drop in the city s international perception In 2017, Rio s reputation went back to normality, but lost a great opportunity to show itself to the rest of the world As we can see, it is important to celebrate events and communicate them well to increase the city s reputation, but it is more important to show that you can deal with it with good planning 26

27 Brazil holds it s reputation well externally whilst crumbling internaly ,0 66,8 65,8 63,0 67, ,6 58,7 57,7 58,6 60,7 59,3 61,0 60,9 59,6 54, ,4 47,5 47, G8 Brazil 27

28 The political effect on Washington D.C. s reputation Washington D.C Navy Yard shooting Presidential elections Washington D.C. registered a positive trend from 2011 to 2016, excepting the drop in 2013 due to Washington Navy Yard shooting Obama had a favorable international opinion as a leader, which motivated the positive evolution of the city Pulse By contrast, President Trump was criticized by the international press and registers low emotional connection with the general public. Matching with the appointment of the new President, the positive evolution in reputation, showed in the past years, slows down in Obama s 2 nd presidential term 28

29 Early signs of what s to come from US reputation Washington D.C Navy Yard shooting Presidential elections USA Obama s 2 nd presidential term

30 The top 10 cities in reputation are the ones that are getting top support Rank LIVE WORK IN INVEST VISIT 1 SYDNEY SYDNEY NEW YORK SYDNEY 2 COPENHAGEN COPENHAGEN TOKYO ROME 3 MELBOURNE NEW YORK ZURICH LONDON 4 VANCOUVER VANCOUVER SYDNEY BARCELONA 5 TORONTO MONTREAL COPENHAGEN AMSTERDAM 6 MONTREAL MELBOURNE AMSTERDAM SAN FRANCISCO 7 AMSTERDAM STOCKHOLM MUNICH COPENHAGEN 8 STOCKHOLM TORONTO TORONTO NEW YORK 9 SAN FRANCISCO SAN FRANCISCO STOCKHOLM VIENNA 10 VIENNA ZURICH SAN FRANCISCO VENICE BLUE: In the Top 10 by Reputation 30

31 Being a beautiful and safe city that has well-respected leaders is what drives a city s reputation ATTRIBUTE WEIGHT EFFECTIVE GOVERNMENT 37.2% Safe place 11.2% Well-respected leaders 8.5% Follows social, economic & environmental policies 7.9% Well-developed political and legal infrastructure 7.3% Adequate infrastructure 6.7% APPEALING ENVIRONMENT 36.9% ATTRIBUTE WEIGHT Beautiful city 12.2% Appealing experiences 8.6% Home to well-known personalities 7.1% ATTRIBUTE WEIGHT ADVANCED ECONOMY 25.9% Financially stable & potential for future growth 7.1% Produces well-respected products and services 6.6% Favorable business environment 6.6% Headquarters of leading companies 5.1% Technologically advanced 5.0% 31

32 Being a beautiful and safe city that has well-respected leaders is what drives a city s reputation 2017 Country RepTrak vs % 36.9% vs % Adj R 2 = N = 20,149 vs

33 Is a beautiful city Score Link Between Reputation and Top Driver 100 Beautiful City and Reputation Moscow Cairo Mexico City New Delhi Venice Vienna Sydney Copenhagen Being perceived to be a beautiful city drives 12% of a city s reputation and is the top driver among all attributes studied RepTrak Pulse 33

34 Place Reputation Management best practices Identify relevant stakeholders and define desired behavior Understand what they think and expect and which touchpoints and activities work Align strategy, messaging and activities with stakeholder expectations and across functions Build KPIs to ensure accountability and monitor success on an ongoing basis 34

35 Thank you 35