Cruising Ontario: How Le Boat is Redefining Cottage Country

Mary Anne Ivison  00:01

Foreign This is forward motion discussions about the important topic shaping Ontario's tourism industry. Here's your host, Andrew sigward,

Andrew Siegwart  00:10

what if your next Ontario getaway wasn't on the highway, but on the water? In this episode of forward motion, we speak with Lisa McLean, Country Manager of Le boat Canada, to explore the company's remarkable growth and the rising appeal of boat based vacations along Ontario's historic waterways, from its global roots in European canal cruising to its expansion on the Rideau Canal and Trent Severn waterway, le boat is helping redefine what cottage country can mean, bringing accessible, self guided luxury to new kinds of travelers. Lisa shares insights on shifting visitor trends repeat guest rates and how the boat is reaching RVers, multi Gen families and international tourists alike. Let's get to it. Hello, Lisa, thank you so much for joining us on the forward motion podcast. It's great to have you with us.

Speaker 1  00:57

Thank you. Thank you for inviting us, and we're very excited to speak with you today. Lisa, tell us

Andrew Siegwart  01:01

what's one of your favorite waterway towns in Ontario right now, and why?

Speaker 1  01:04

Oh, I love the UNESCO World Heritage Rideau Canal and the small town of merrickville. It's dubbed the prettiest town in Ontario and has some great local restaurants, local artisan, the best salted caramel in the region, as well as tons of fresh bakeries with butter tarts and sourdough bread and lots of lovely little cafes along the waterway. So it's one of my favorite towns. The people are lovely. It's very friendly, and it also has the historic block house that tells you about the history of the Rideau Canal as well.

Andrew Siegwart  01:41

Oh, that's that's very interesting. Sounds like it has a lot of my favorite things, culinarily, and also some great history. And I think a lot of people don't know enough about the Rideau Canal and its history and what it took to build it and what it takes to keep to keep it functioning. So I think that's a really great, great recommendation for us. I wonder if you could tell us a bit about your career journey. So what led you into tourism and what led you to your time now with labote. So

Speaker 1  02:06

I've been in the travel industry now for about 2025 years. I no longer do the math, but I started my travel journey with the travel Corporation and worked for Contiki holidays, and then transitioned to Trafalgar tours when I aged out of Kentucky, and then I switched and started working for a travelopia which also owns Quark expeditions. So I was with Quark expeditions for about eight or nine years as the director of marketing and communications, and met the little boat team several times at various global conferences. And when I heard about the unique product they offer, I just mentioned that I would love to work for the boat. I'd love to bring this to North America, and then eight years later, I'm now working for the boat. So been in the travel industry, and think it's fantastic place to be and love sharing travel experiences and bringing new memories to life. I don't think we can offer a better product to people than traveling the world and creating new memories with their family and friends,

Andrew Siegwart  03:16

for sure, for sure. It really does add a lot of value to a person's life, wellbeing, and, of course, all of the communities that are connected to it, you have quite a through line through working with organizations that package and sell tours and take people to faraway places. How has that side of the business changed in your in your time, are consumers looking for more packaged itineraries and initiatives. Or are they or is that changing? I

Speaker 1  03:45

think that they still rely on travel agents to do recommendations and help them book their flights and their hotel transfers, but I think people nowadays probably do a lot more research, so they're a bit more DIY even when it comes to travel. So even though they have recommendations from their travel agents. We know that they're visiting sites like TripAdvisor to get other tips. They're wanting to research their own itineraries and use all the new apps that are available or leverage your website a lot more too. So we do have sample itineraries on our website to help people who want to plan their own journey in advance. Know exactly what restaurants they're going to be eating at when they're on the canal. We have regional guidebooks as well that give a Lonely Planet Guide to each of the cruising regions that we travel to. So just providing a lot more Do It Yourself information, I think, for those people who are super planners. But then, on the other hand, we do have people that show up and just say, Okay, we're not sure where we want to go. We're just going to play it by year and give us your recommendations, and we'll, we'll just head out and create our own journey. That's

Andrew Siegwart  04:56

right there. There really is no one size fits all anymore. War. And I do think what you're articulating is really a good example of the two predominant types of travelers, those who love to plan and those who love to wing it, so to speak. And so you got to be ready for all don't you?

Speaker 1  05:12

Yeah, definitely. And then, like I said, we still work with travel agents, because we we do know that, especially for our European destinations or people who are traveling to Ontario from BC or Halifax, they still want to know what flights to book. How do they get to the bases? What's the best option for pre and post hotels? So we still sell through the travel agent community, and they're great partners to work with as well. For

Andrew Siegwart  05:38

sure, for sure. Yeah, they can really help make, you know, draw all the links together and provide that great level of support for for visitors. And ultimately, what we want is for visitors to find what they're looking for, have a great experience, feel supported because that that encourages them to come back. So tell me, why do you think that the river and canal experiences have really grown so much globally. What is it about that type of product that is really so resonant, I

Speaker 1  06:08

think similar to what I just said, people are really now into doing it themselves. So they have visited the major cities already. They've already been to Toronto, they've been to Vancouver, they've been to Montreal, they're really looking for something a little bit more off the beaten path. We also know people, especially in Ontario, love our waterways. They love the idea of going to cottage country and seeing the water from a different way. So I think many of us have done the hotel and car experience, where we packed the family in the car. We've gone camping in Algonquin Park, or we've gone to sand banks in Ontario and done it the camping way. But as we get a little bit older and a little bit wiser, we do like a little bit more comfort. So I think seeing the waterway from your own luxury house boat is a great way to discover yourself, and then it is a really big team building activity as well. So you're getting everyone in the family involved in the experience, and then you get to make it however you like. So I think seeing the what, seeing the destination, by the waterway, is a really different way of seeing the region. So I think anyone who's visited Ottawa has done a great hotel stay and done day trips from Ottawa. But seeing, there's something beautiful about cruising into a new town by the waterway versus the highway,

Andrew Siegwart  07:33

for sure, for sure, it's just a different experience. And it there's a lot of roots in in Europe, in the sort of river cruise culture. And I think you know, certainly a lot of the offering here, and we'll get into the full the boat experience in a minute. But certainly that, that river cruise culture has some, has some roots in Europe and influence, correct, correct.

Speaker 1  07:58

The boat has actually been around for more than 55 years. So we expanded onto all 17 waterways in Europe. So we actually do France, Ireland, Scotland, Belgium, Germany, Holland and Italy. So when they were looking at new expansion from a global perspective, they surveyed their past customers to see what destinations they would like to visit by waterway and Canada came up as a number one destination for being known for exploring the great outdoors, being known for our pristine waterways, and, of course, being famous for our cottage country and canoeing and kayaking and getting out on the waterway, as well as our great value for the dollar for an exchange perspective, and as well as Canadians having a great reputation for being always friendly and welcoming with great customer service. So it was just a natural fit for Le boat when they were looking for new waterways to expand on the Rideau Canal and the Trent Severn in Ontario. I

Andrew Siegwart  09:02

think what's exciting about that, when you have a company with a with a global reach like that that is investing in in Ontario, is that, of course, you have the opportunity to to cross market and to offer something to new to all of the existing customers that are global. So it's it's an offer that, you know, boosts domestic tourism, but it also boosts international awareness and product in Canada and Ontario specifically. So I think that's that's really great. Well, I know we'll dive a little bit more into that a little later. So for those who aren't aware, talk to us about or explain how the LE boat experience is a bit different than, say, any other type of cruise product.

Speaker 1  09:40

So the boat is a do it yourself product. So we basically are a floating cottage. So you get your own personal watercraft. I think people are familiar with the term house boating, but when you think of house boating, you kind of think house boating from the 1970s where you're in a trailer on a barge. It's difficult to drive. Yeah, you probably have one bathroom. There's bunk beds, and it's a great experience for those learning to boat, or a great way to get out on the water. But boat boats are a bit more luxurious, so they're more like you're cruising on a yacht versus cruising on a traditional house boat, but it still comes with fully equipped kitchen, top deck barbecue, all the stuff that you need for the week, so all your pots and pans and dishes and linens and towels, so you basically just have to bring your own food, and of course, your own sunscreen. Had something to read as you're relaxing on the top deck in the afternoon. And then what makes the boat stand out a little bit different from the other house book companies. Our boats are much newer. They have balanced during thrusters, so it makes it super easy to drive for those that have never driven a boat before, as well as our boats that we have in Canada were actually designed for the North American consumer looking for more of a private hotel stay. So each of our cabins come with its own private bathroom and shower. So if you are on a two bedroom boat or a three bedroom boat and sharing with friends or couples, you're not sharing the same bathroom with your sister's brother in law or something like that. So it is a really nice feature to be able to have your own private bathroom and

Andrew Siegwart  11:19

shower, for sure. For sure. I mean, those are some of the essentials when traveling in groups, aren't there? Tell me, um, is it true that you don't need a boating license to operate one of these vessels? So you, you you receive all the training and all of the sort of coaching and guidance you need, even if you're a novice.

Speaker 1  11:34

That's true. Um, I think that's the biggest myth that we get questioned about a lot. If you live in Ontario or live in Canada, and you own a boat, you do need a boat license. But if you're renting a boat in Canada, as well as all of our other destinations in Europe, you don't need a boat license. So we give you something called a temporary boaters permit. So we take you through a proficiency checklist that takes about an hour, an hour and a half, depending on how many questions you and the crew have, and we teach you how to drive the boat, how to navigate safely on the waterways, how to use all the equipment on board, take you through a safety drill, teach your crew how to try a proper dock line, as well As help you plan your itinerary. So yeah, it's very exciting to learn how to drive a boat, but our boats do have bound stern thrusters, so makes it very, very easy to drive and park the boat.

Andrew Siegwart  12:31

So in other words, you're not having to do a lot of complex turns and things. The boat takes care of all that for you. Yeah,

Speaker 1  12:38

you still have to be in control, but yes, the balance during thrusters acts like a joystick. So you literally turn the boat using the little joystick. You can point it to the left, and it'll spin the boat around. You can push it all the way over, and it'll actually move the boat sideways. So it does make parallel parking the boat between two other boats a dream, or even when you're navigating into some of the locks. It's very easy to drive into the center of the lock, and then once you get the okay from the lock Master, you push the bounce stern thruster and either push the boat to the right or push the boat to the left hand side of the lock. So it does make it very, very easy to park and to cruise with the bound stern thrusters, for

Andrew Siegwart  13:19

sure. And I would imagine, with the lock teams in place, who are very well aware of your operation there, they're always there to provide support and and they know what to look out for too, right?

Speaker 1  13:31

Yeah, they definitely know what to look out for. And especially in Ontario, the Parks Canada staff all of the canals are operated by the team at Parks Canada, and they're very familiar with the waterway. So for our customers, they do give them guidance and assistance. They're there to help you tie off the boat safely when you're in the locks, as well as they act as concierge as the waterway. They love the waterway. They live in the small towns along the canal. So they can also make great recommendations and hidden secrets along the way that only locals know. So it's always great to interact as well as there's a huge boating culture as well. So when you're moored up at the side of a small town, you're there with other boaters overnight. So they'll give you some great tips of what to see and what to do, as well as great camaraderie when you're just having some drinks on the top deck or enjoying a barbecue in the evening,

Andrew Siegwart  14:24

for sure, it's so true. A few years ago, I was fortunate to have a boat in a local marina where I lived, and one of the things that I really enjoyed was that camaraderie with all of the folks who are into the boating scene, and most of the fun happened kind of in the marina, connecting with your neighbors and sharing a cocktail or, you know, not on the boat, obviously, or having a barbecue together. So, yeah, really nice culture. And I think what I really like about what you're, what you're doing, is you're providing a gateway to boating. You're you're providing this great experience. People get to learn they have support from the the network and and the community along the way. So it's it's really an authentic way to experience Ontario, but also for people who are visiting Ontario to see what communities here are really like. So I think that's really special, yeah.

Speaker 1  15:16

And I think when you're planning a trip, whenever you're booking a hotel, you want to book the hotel or the resort with the waterfront few. Whenever you're in a town, you're attracted to the waterway and you want the cafe that has the best view of the waterway. So we love people who want to give labor to try, because you're always got a waterfront view. So you're always having your morning coffee dockside, listening to the loons as you see the Smoke on the Water burn off first thing in the morning, like you said, you can enjoy cocktails on the top deck. So as long as the boat's not moving and you're moored somewhere safely, you can enjoy some local craft beer. You can go shopping at the farmers market or go to a local winery and then pick up some ingredients and make a fantastic charity board on the top deck and enjoy that in the evenings.

Andrew Siegwart  16:04

It really is a 360 degree experience. There's there's so much to take in when you're doing it. You've recently expanded from your product in the Rideau Canal to also include the Trent Severn water ray. So tell us how that's going, and maybe what precipitated that, that addition.

Speaker 1  16:21

Well, it's been fantastic. So we opened our first North American office in Smith Falls, Ontario in 2018 and we started with a fleet of 16 horizon cruisers, ranging in size from two cabins all the way up to five cabins. And today we have a fleet of 32 boats. So we have 21 boats on the Rideau Canal. And due to the popular demand of the Rideau as well as the proximity to Toronto, we've expanded onto the Trent Severn waterway. So the Trent Severn waterway is really known by people living in the GTA as well as people coming up from the US, I would say the Rideau Canal is very known by international travelers, and they love the UNESCO World Heritage status, so they're attracted to the Rideau but lebote does have about a 25 to 30% repeat rate. So we have seen the popularity of the Rideau Canal from a lot of our past customers who've cruised the whole Rideau Canal and done several family vacations. Now they're looking for something different. So then they wanted you to read the Trent Severn now and vice versa. So we opened on the Trent Severn last year with a fleet of 11 boats and expanded eight boats and expanded to 11 this year, and a lot of 30% of those customers are repeat customers, and now this year, they booked to go on the Rideau Canal. So it's really great to see that even people who are traveling locally are wanting to see more of Ontario. And very interesting. Since covid, we've seen a huge staycation audience. So we used to have 40% of our customers come from the International and US market, and now we're seeing more than 50% of our customers are actually Canadian. So people coming from Ontario and wanting to see more of their own backyard, people coming from the Quebec market. The Rideau Canal is only a two hour drive from Quebec, as well as people coming from across Canada. So people coming from BC to visit family and friends in Ontario, looking for something different to do, they may not be able to find a cottage rental, or they may want to be on the waterway. So it's a great alternative to a cottage rental or an RV rental to rental a

Andrew Siegwart  18:37

boat. And I think what you're what you're highlighting, which is becoming a really important focus for tourism operators across the board, is is looking at having a diversified customer base and having a good mix of domestic, Ontario, the rest of Canada, US, as well as overseas, and to continue the growth and the and the right mix of All of those, those potential visitors. So I think, you know, hats off to you and your team for for achieving that mix and continuing to focus on it. It's, it's an important one for us, particularly in light of what's happening globally. Tell us what, what are, what are your guest demographics look like? Are there? Are there more singles and and friend groups. Is it multi Gen families like what? What is your what does your demographic look

Speaker 1  19:24

like? We do have five different size boats to choose from, ranging, like you said, from two to five cabins. So our smallest boat sleeps two people, and our biggest boat can sleep up to 12 people. We have more of our smaller boats, the two cabin boats, because our number one demographic is 55 plus. So usually 55 to 65 and it's two couples traveling with another couple. But when we received our horizon fives and our horizon four boats, which are four and five cabins, especially for staycationers, we're seeing a huge increase in our multigeneration. Generation family. So we're seeing people in their 50s or early 60s booking a boat. They're inviting their parents to come along, and then they have grown children with grandchildren. So we are seeing a lot of multi generation families as well booking out the larger boats in our fleet, which is great to see multi generations, interacting with each other and enjoying time out in the wilderness and not have the teenagers or the young people glued to their their iPhones or their screens and then actually enjoying playing games at nighttime on the top deck, playing a game of cards in the afternoon, exploring the destination by bike or doing stand up paddle board and just having a barbecue and having family fun together.

Andrew Siegwart  20:46

Are you attracting a corporate business? Are there other organizations that look at the lebode experience to do corporate retreats or team building those sorts of things?

Speaker 1  20:57

Yeah, we actually a couple times a year. We do have quite a few corporate people looking at us for corporate team building. They usually rent the boats for three or four nights. You can rent the boat for a short break. So a lot of families and couples traveling, especially staycationers, are booking a three or four night stay same with corporate travelers. So they'll rent two to three boats, and then they'll kind of have an executive retreat on the water, so you can more up at the mooring station all day and have a team building meeting, go over some corporate strategies. You can go for a hike in the afternoon or the morning, and then go cruising in the afternoon, and then team building and having dinner together, either on the boat or at local restaurants. So it is a growing segment of our audience, especially even internationally. We're seeing a lot more people wanting to stay longer when they're here for a conference, they may want to bring their family, or they'll add on some team building to get out of the boardroom and try to do a few days of just team building. And it is a really great team building experience, because you are cooking together, you're living together. You really have to work as a team when you're in the locks and communicate with each other. So it is a really good learning experience. You walk away with a sense of accomplishment, because you may have learned to drive the boat for the first time, but then again, you did work as a great team to get through the locks and dock a boat. So you do have a sense of team building and accomplishment as well.

Andrew Siegwart  22:32

Yeah, and I would just imagine, even when you're when you're talking strategy or you're working out plans, you know, when you have this whole experience all around you. It's going to make it stick. It's you're never going to forget it, which I think is always helpful when when corporations do this kind of work, and you know, it's as you as you well know, and most of our listeners will be aware of but growing that the the experiences to attract international conferences and national conventions to Ontario is critically important, such a driver of our overall tourism economy. And so it's great to highlight, you know, operations like yours, that that that play in that space and offer something unique.

Speaker 1  23:10

And I think especially for those who are corporate, we do see a mix now of people doing vacations while they're doing their staycation as well, so having to work during the day. So we're very lucky that both waterways in Ontario do have strong Wi Fi conductivity, and then also the small towns do have meeting spaces available if they wanted to book a hotel room to have a really deep half day strategy session. And then our travel planners as well can help them book that and make sure if they do new flip charts and a projector, we do have local people who can recommend where you can get that, and make sure that your event planning experience is pretty seamless.

Andrew Siegwart  23:54

You've just provided an example to a question I was going to ask, which is about how you partner with local communities along the waterways. It seems to me that you have quite a quite an embedded relationship with all of the communities along the waterways. Can you talk a little bit about what that was like to form? And, you know, how long did it take, etc.

Speaker 1  24:12

Well, I think LaBelle, when they came, they they did a very good job of letting the communities know that we were coming. So we did quite a few town hall meetings. We met with the local chambers and business leaders. Met with the local restaurants as well as the local marine owners to let them know what the boat was. There was a little hesitation thinking that we were like the houseboats of the 1970s where they were a little bit difficult to drive, so when they did see that we are offering a luxury experience that's very easy to drive. It caused a lot of positive energy for anyone, even other boaters, who are nervous about being in the locks or having renters around them. We do have a section on our website that features local businesses a. Well as our suggested itineraries focus on local businesses as well, and we want people to enjoy the off boat experience as much as the onboard experience. So yeah, we we spend a lot of time with the local businesses. We have local businesses that provide us with our gift baskets or special occasion baskets that are online. We provide them with the direct numbers so they can book hotel reservations as well as recommend who has the best wood oven pizza? Where's the best burger on the Rideau Canal? What craft beers Can you try? As well as featuring the little local bakeries and and everything, and ice cream shops, of course, too. So I think lebote had a very great approach, because we, we do live in the communities. All of our staff come from the communities. So I think they really were very welcoming, and after eight years of being on the Rideau Canal, they can now see the value of a little boat

Andrew Siegwart  25:56

customer. It's such a great story to tell where you your team is an ambassador, not only for the experience and the service, but also for the community, and you get those authentic recommendations that are hard to get. Now you've developed some other products to sort of facilitate that a bit more, like guidebooks and other resources. You're promoting festivals as well. What is it like to produce that book, and do you find that a lot of businesses are knocking on the door to be featured? Yeah. So we

Speaker 1  26:26

do offer free rack cards. So we have rack card sections at both of our bases, so any local business that wants to send us a rack card will put their rack card about their local businesses or their shuttle services at the base, so our customers can take advantage, similar to the rock cards you would see at a local Best Western or at a local hotel. And then, yes, we do reach out. We do revise those sample itineraries and regional guide books every season, so usually in the off season, so January, February, we'll reach out to the restaurants make sure that their hours of operation haven't changed, that they're still open, that they still want to be featured in our guidebooks, and then they can also send us their contact details, and we'll feature them on our website. We do look constantly at like content to help make our website a bit more SEO friendly, and things that we're writing about is the best burger on the Rideau Canal or the best craft beer to sample while you're cruising on the Trent Severn that's available at the LCBO. We do feature all of the festivals and events that are happening, because there's nothing better than being on a small town during Canada Day and then seeing the fireworks over the fire reflecting right in front of you. Oh, wow. Even, uh, Peterborough Music Festival, there's free concerts every Wednesday and Saturday, our boats can Moor up literally next to the concert venue, and you can just hop off your boat, and within five minute walk, you're right in the middle of the music festival. The Rideau Canal has the Stewart Park Music Festival. Ottawa does the Jazz Festival and other amazing concerts. So of course, every little small town also has yoga festivals and art festivals. So almost every weekend there's something different going on the water. So we do help customers and put up posters in the office to let them know what's going on in the region, so they can easily reference and help plan their trip as well.

Andrew Siegwart  28:27

And tell me, do you have a sense of what that economic ripple effect has been in the small towns?

Speaker 1  28:32

Yeah. So we estimate that our customers probably spend about $86 a day per customer, and our boats, on average, have a six people per per boat. So we know that our customers aren't like other local boaters. So they are shopping in the small towns for their groceries. They're not bringing groceries from home. We know that they're buying new dresses and shoes and souvenirs and knickknacks much more than a local boater or someone who lives in the region, because you do want that T shirt from Westport, or the cool pair of sunglasses, or you forgot your sun hat, so you want to have a new sun hats take pictures while you're on the boat as well. So they are shopping in the towns. So we do estimate that we're investing over a million and a half in the local regions every year, just from our customers, knowing how much they spend when they go off the boat. And even though there's a barbecue and, um, full kitchen facilities on board, we know that they're not eating every meal on board. They're hopping off. They're spending $25 a day at the local cafe to get the local fresh coffee and the croissants and the sausage rolls that were made fresh by the bakery. And they are enjoying at least three meals if they're on a seven night trip off the boat. A lot of people are on vacation. They don't want to have to cook. So of course, they're going into the small towns to. Eat at the local pub and the restaurants.

Andrew Siegwart  30:02

Very, very impressive work. And I think it, it really highlights an example of how, whether it's the accommodation sector or whether it's, you know, a great attraction like, like you provide, how you you really do serve as demand drivers to supporting communities all around you. And I think you know that multiplier effect is really big, and no doubt part of the story of why that whole region is continuing to see increased visitation and spending.

Andrew Siegwart  30:38

Tell me how has your relationship with the local community evolved over the eight years? You mentioned that in the early days there might, there was a little bit of, you know, you know, being unsure about what was to come. How does the local community feel about labote today? And how is that relationship?

Speaker 1  30:55

I think that they're, they're really enjoying the labote experience. We have a lot of shop owners who say, I just met somebody from Australia. I just met we had customers last week from South Africa in our cafe. We would have never expected to have international people come from so far to Portland, Ontario, or Westport or Campbellford, Ontario. So they're really happy to share the experience, especially when they're getting people from all over the world come into their little cafes and take pictures, or really have never heard of what a butter tart is, or what makes it a local specialty, or trying poutine for the very first time, or loving the craft beer. Yeah. So I think the small towns, they also realized, from an operational perspective, how much labor is spending in the communities as well. So we're buying spare parts. We buy our linens from the small town. We have to get all of our brochures printed locally for all of our marketing and our flyers. So we're, just like any normal business, spending a lot in the local communities just on running our day to day business. So I think they've seen a nice positive impact from that as well, using local craftsmen if we need a special part welded for our boats as well. So we do try to purchase as much things locally as possible, and then that's always been great. Building the relationship with the local marinas, because they have more expertise than some of our younger staff, so even working with them on helping us to maintain and fix the boats as well. Yeah,

Andrew Siegwart  32:33

whenever there's infrastructure like that in place, it always helps to build the the the service and the culture around let's say, let's say marine activity, right? So you're right. That's a real asset. You mentioned jumping a little bit ahead, but you mentioned supporting local suppliers and working with local suppliers and businesses. But also you mentioned your employee base is predominantly local. What if you could share with us a little bit about what types of jobs like? What are the types of jobs that people are taking with Le boat? And you know, what skills do you need to power the labote experience? So

Speaker 1  33:08

we have a base team. So we do have full time technicians. So we do hire four full time technicians, and they work throughout the whole winter as well. So in the off season, they are maintaining the boats. They're doing a lot of bigger jobs that they can't do in the season. We also employ full time cleaners, because we have to clean and detail the boats in the off season as well. So we're not just offering seasonal employment. We have a full time receptionist. We also have a full marketing department. So I think a lot of people who may not be into boating forget that boating is part of the tourism industry that's supported by graphic designers and marketing teams, and that's right, we have three full time sales agents who take our reservations who are TECO certified. So it does support a much wider base than just someone who's looking for a career in the marine industry, I would liken it a little bit more to the hotel and restaurant industry, because we do have similar crossovers. We have a full time HR team as well that supports everybody, accounting people. So we have jobs throughout the business, and because we are part of the travel Opia as well, there's lots of opportunities if you've outgrown your position with labote to move to one of our other brands, or move to a position that's on the global team. So a lot more positions have come available. So post covid, everybody is now set up to work from home, so the sales agent doesn't have to sit in South Africa to take calls from the South Africa team. They could be sitting at their home in Ontario. So even for us, the marketing team, we work from home in Ontario. So we have global calls every day. So we have. Lots of people who apply for global positions, and it may be in accounting or marketing or graphic design. So I would encourage everyone to visit our website and see what jobs we have available because we are full time employment, and it's not just seasonal work. It's

Andrew Siegwart  35:15

interesting, because I know what is, what I think about some of the the college and university students that I talk to who are studying in hospitality, tourism or culinary they are often looking for experiences. They want to contribute. They like employment, obviously, but they're also looking for pathways for growth and looking for unique experiences. And so clearly, what you offer is some interesting opportunities. And I would imagine that is attractive when recruiting, isn't it?

Speaker 1  35:44

Yeah, no, I think similar to why you get into the travel industry, you do have opportunities to experience our our trips as well. We do fan trips for our staff, so they get to cruise the canal, do or do a trip to Scotland and enjoy the waterway there, because the more they enjoy the waterways in different markets, you can hear the passion and the knowledge of the cruising routes. So especially for the sales and marketing team, we do get to experience the trips, because we're trying to sell those to Canadians. So we need to know what the product is like, and to experience, even just cruising on both of our canals, you just come across more confidence. And when we're putting together the regional guidebook, we've actually eaten a hamburger at cc's on the Rideau. We've been to the winery. We've been to the local craft brewery, so you see how hard they work. So you really want to feature them in our different content, because they're so passionate about their job. And I think that's the one thing within the travel industry. I think some people think I either have to be a cook or I have to be a receptionist at a hotel. They forget that there's all these other jobs within the travel industry, marketing, graphic design, accounting, airline specialists. Like, there's a huge array of jobs that I think aren't highlighted. When someone takes Hotel and Restaurant Management in college, they think that that's their only opportunities. But there's hundreds of tour operators. You can be a tour manager. You can be a charter Captain like there's so many amazing jobs within the tourism industry. So hopefully shows like yours are telling people that come and work in the hospitality industry. It's not just working at a hotel or working as a chef and working till two in the morning. If you love the idea of travel, there's nothing better than working in the hospitality industry and delivering that amazing experience to customers and getting to experience new destinations for yourself as

Andrew Siegwart  37:48

well. That is a big purpose for the forward motion podcast. In addition to talking about industry trends and highlighting businesses and innovators, it's also to to really highlight, in a real way, the diversity of of opportunity in tourism, and I think you've done a great job of highlighting that. And I think one of the things that you pointed out, that I think is really important to always remember, is that what you're what you're talking about, is for many of us in this industry, it's a lifestyle. We understand the experiences. We live them, we we work around them, and it is such a joy to promote and to encourage people to experience them. We ourselves are often like hosts, and because we're so passionate about it, it's it's so rewarding to see people enjoy these experiences and for us to refer people. And I think it's part of what makes it work so well?

Speaker 1  38:42

Yeah, I think anyone who works in the travel industry were the original influencers. So before these travel influencers on YouTube and Tiktok, like, we are passionate about seeing Ontario by the waterways, or spending an extra two nights if you have a conference in Ottawa, like, get out, explore. Take a double decker bus, take a day sightseeing cruise through the 1000 Islands like Ontario has so much to discover, so many amazing hidden gems and so much to do, and we're a four season province as well. I think some people forget that there's amazing tourism opportunities in the wintertime as well. So I think it's the role of all of us within the travel industry to shout about what's in our own backyard and educate people about how amazing the travel experiences aren't just your favorite trip isn't just in Europe. What's your favorite experience in your own backyard?

Andrew Siegwart  39:39

To give just a note to anyone who's listening, who's a who is an avid traveler, talk to the people you interact with within, within the places that you stay and visit. They are going to have those recommendations for you that you you really can't get from other sources. So it's it's good advice all around. Wondering if you have any any thoughts for us on the. Sort of international stage. You know, there's a lot happening in in our economy right now. We have a very active trade dispute with United States, and actually there's, you know, global changes happening on all fronts that, in that regard, what are you seeing in terms of demand from international visitors and or US visitors, or any insights that you might be able to share with us on that

Speaker 1  40:24

front? Well, I think we're very happy to see that the US visitors are still coming. So despite the trade disputes and the cross border wars, we're still seeing Americans come. The ones that are coming are very happy to be here. They are taking advantage of our low Canadian dollar. And I I'm so happy to see that we're still so welcoming to our American neighbors, and know that this might only be a temporary blip in the history between Canada and the US. We have been neighbors for a long time. They're very happy to still be coming. I do also see that we're getting a lot more inquiries and bookings from international travelers, especially from France, UK and Germany. A lot of those people did have trips planned to go to the United States this year or next year, and now they're opting to come to Canada. So I do think it's an opportunity now for Ontario businesses and us living in Canada to show internationally everything that we have to offer, we offer a lot of the great things that they would have seen in the US. We have Canada's Wonderland. We have Niagara Falls. We have beautiful mountains, pristine waterways, world class cities, Michelin star dining opportunities like Canada has a lot to offer the International visitors. So it's now our time to shine if they are choosing not to travel to the US. At the moment, how do we get those international visitors to come and see Ontario and come to Canada? So one of the things we're marketing for 2026 is Formula One. Has become huge since the not the Netflix documentary, we have Formula One in Montreal. It attracts millions of visitors to Montreal every year. So how do we get those people visiting Montreal to drive two hours to Ontario? They're two hours from the amazing museums in Ottawa. They're two hour drive from the Rideau Canal. They can easily take Porter or WestJet to any other city within Ontario or Canada as well, plus FIFA World Cup 2026. Is being hosted by Toronto. So from June 12 to July 2, that's a huge opportunity to start marketing to those people now who we know that the UK people are coming, that Italians, the Germans and people from Australia, who love the FIFA World Cup, are coming. So they're not going to come just for the game. They're going to stay longer. So how do we really highlight everything they can do if they get outside the city and want to stay an extra week or two and discover more. So we're really looking at what's connecting people to come to Canada from the international markets, and how do we get them to stay longer?

Andrew Siegwart  43:09

That's really motivating, and I think just represents such a smart strategy on your organization's part, looking ahead, trying to find those unique opportunities and some of the trends that are taking place. Like, you know, really, you're following culture like with the Formula One, and looking at where it's intersecting across Canada, and then figuring out how to how to add that to that experience by promoting your wonderful experience. I think it's the way to go. I think some businesses in Ontario have maybe struggled to allocate the resources or allocate the time to start marketing internationally. Was this? Was this something that took some time for your organization, or because you've got those broader international networks in place? Was it easier for you to

Speaker 1  43:57

go there so from an international perspective, in trying to reach international visitors, the boat did have the benefit of our past customers who cruised on the canal committee or cruised on the Shannon River in Ireland, now looking to come and try the boat in Canada. But I think we've also taken advantage of new technology. So we do have PPC. We do buy PPC keywords all around the world. We do make sure that our we have great blog content. So if anyone is searching for reasons to visit ontario, they are coming across our blogs. And then every year, we also host a lot of international journalists and to experience the product as well. So that's really helped us a lot. So we identify, Okay, who's a really popular travel blogger or a great media who writes for a big publication in South Africa or Australia or Germany, and how do we host them in Canada? So there might be a little bit of an upfront cost to pay for their flights. And. And their travel to Canada, as well as comping their their rooms while they're here. But it does get the story being told in first person, in big publications internationally. So that's really, really helped us. And those stories live online. They live in big publications. They also have their own travel channels, or their their own travel influencers. So there may be an initial cost upfront, and it's very hard to measure, but we've here year after year. Oh, I watched the video on this YouTube channel, and that's how I heard about the boat, or I read about you in this small publication in Chicago or this local magazine in Australia. So it's very surprising how long just doing a hosted press trip can can last because of the internet and because of channels like YouTube or tick tock,

Andrew Siegwart  45:58

yeah, and all that content that's out there circulating, right? And I think it's a good reminder. I mean, look, you've, you have invested in this type of content and this strategy for a while, and really, when you've needed it most, you've been in market to to be ready. And I think that's a great advice to all of our, you know, business partners, listening and is getting back into the international game, or whatever market game matters to you in order to grow and cultivate business. I think that you know, thinking about our upcoming Ontario tourism strategy, by the time this episode airs, actually, we will have just launched it, but it's a big part of our of our pillars, which is working across the province to grow our international overseas and US marketing efforts to sort of really build on this, and I think you're just doing such a great job on that front. So congratulations. Yeah,

Speaker 1  46:47

I think all businesses shouldn't underestimate the power of their website or the power of their Facebook page, or it may seem like a lot of work to create a two minute video that just gives a tour of your hotel room or a tour of your restaurant or a quick interview with your chef on how he makes the burger, or what is poutine. It may seem very simplistic to us, but you'd be surprised at how many views that will get if you share it on social media, or if an influencer is invited into the kitchen to see and them make it themselves, how it reaches their audience, because that's, I think, make sure you are following and liking. So if you're like, we always tag Parks Canada and destination Ontario and the local chamber, because the more people who can see it, the more that they share. And you never know who's got that one audience that may get you 5000 views overnight.

Andrew Siegwart  47:43

That's right. And in most instances, it's not a question of a high cost. It's just the time, the time to do it, the time to plan it. I mean, certainly when you're inviting influencers, you're putting them up and and giving them a great experience. But it's it's manageable, isn't it? It's

Speaker 1  47:58

funny, one of your best performing videos is they were doing an engine change on the boat, my marketing coordinator literally just went down to the dock, took a couple images of the crane pulling the boat out of the engine, and we shared it on social media. And surprisingly, that was one of our best performing posts, and got lot of comments. So something like that we would have never thought would perform better than like a scene of having your coffee at dusk with the loons calling in the background. Like that, perform better. So you never know what's going to be the video that resonates with people. It's fun to see videos of even just your concierge or the person who checks you in, because you almost feel like you know them because you saw them in the video that you watched before you visited that hotel or that destination. Like, oh, that really is Michelle, who works in reception.

Andrew Siegwart  48:56

She's a real person. Yeah, absolutely. And I would imagine too like that. That video example is such a good one because, you know, you may or may not have been placing ads or targeting people who are interested in in mechanics or or, you know, that type of a repair work, but it does open up your thinking to different marketing channels in the future. So, yeah, paying attention to what sticks and what drives is really important.

Speaker 1  49:19

Facebook is fantastic. On the back end, they tell you everything, or you just look at like, how many people shared that, or how many likes that you get, and even another popular one that we never thought was just like, how do you pack for your boating trip? Like you'd think it was a no brainer on how to pack. But then, do you fold it, or do you roll it? Or people are very interested, how do I get everything into my backpack or, okay, what do I pack for a boating trip that I wouldn't pack for a day at the beach, so little things like that. Do you position you as the expert? Because if I was packing for, I don't know, an ice fishing trip in North Bay, I don't think I'd know what to pack. I'd have to, like watch or I'd Google a video. Work to make sure that I pack what I need,

Andrew Siegwart  50:02

of course, and that's what we all do now, right? We go to the phone, we look up a video to get some advice. So that's that's very smart and sage advice. Shifting gears a little bit. I know that the Canada strong passes and incentives that the federal government put out for the summer certainly got a lot of attention. Have you seen that particular investment by the federal government? How has that played a role in in sort of domestic boating and from your operation side,

Speaker 1  50:29

yeah. So we have seen a lot more local boaters cruise further for the day. I was just on the Trent Severn last weekend, and there was three people in the walks with us who lived on Rice Lake, and they they've lived there for five years. They've never been on the Peterborough lift lock. So they thought they would take a day cruise and go up three locks from where they usually live and experience the Peterborough Lift Lock. They stopped for ice cream and they stopped at the local bakery. So I am seeing that it is bringing more people. Also from the American perspective, there's a lot of Americans that come up. They can choose to stay on Lake Erie and view the US canals, but a lot of them have come up to the Trent Severn and the Rideau Canal this year, because the Dockage is free, or the mooring, yeah, going through the lift locks, or the locks are free. So it is driving more local interest. And I've heard of more people going to the federal parks and taking advantage of that, as well as the free museums that are being offered. We had some journalists who recently weren't planning on traveling by via, but they traveled by via because kids are free with the adults for the summer. So I think it is, it is a great initiative by the federal government, and I think it just shows our Canadian pride in showcasing what we have in our own backyard. You don't need to travel to the US or travel to Europe to have an amazing experience. So I think it's a great initiative to encourage more people to do a staycation.

Andrew Siegwart  52:00

You know, it's really encouraging to hear, even anecdotally, the feedback you're receiving where those those incentives are attracting us visitors, and no doubt they, just like everyone else, are dealing with cost pressures and and all of the other things we have to juggle when we plan a trip. So it's good to see that those are, those are breaking through, and that's the whole point of these types of initiatives. So we'll, we're certainly looking forward to assessing the results, and then, of course, recommending, you know, additional incentives for the future, so that we can partner more with our government agencies to to leverage our assets.

Speaker 1  52:36

Yeah, as is a local business. So we do have a special Canadian offer. So we do have 25% off for any Canadians traveling on the Rideau Canal or the Trent Severn for fall, but for this summer, we have a 15% percent off offer to encourage them to also do a staycation. So that's a candidate exclusive offer. So to any local businesses like what offer can you apply to anyone who's who's normally that lives an hour away and wouldn't usually stay at your hotel or visit your local business? Like, what is the staycation offer that you can offer those people to give you a try for the first time, or even if you only live an hour from Ottawa, why not stay overnight and take advantage of their free museums or a local hotel deal do your own backyard like you would like a tourist.

Andrew Siegwart  53:30

And are you seeing that, that that that promotion is is driving interest? Is it? Is it paying off? Yeah,

Speaker 1  53:36

you just heard from the base recently that where they're getting a lot of last minute booking. So we really think Canadians. I think we're not, we're not good planners when it comes to traveling in our own backyard. You kind of like, even last weekend, I was like, oh, it's the long weekend, and we haven't planned anything. So maybe we should see what's going on in our own backyard. Is there any local concerts? Is there a Rib Fest going on? Yeah, is there anything we can do? Because we weren't even thinking that it was the long weekend. So I think, like our travelers and even ourselves, we don't plan that far ahead. So looking for that local Canadian staycation deal is always a nice thing to save a little bit of money, and

Andrew Siegwart  54:18

you're right to put a promotion like that in market while understanding that we are sometimes and the data is showing us booking later and later. So if you can have an incentive in there that helps people when they've left it to the last minute, that's even better. It gives them a reason to buy. One of the things that I think that le boat is doing really well is introducing people to cottage country in a very different way. You know, we are all very familiar with some of the iconic Ontario destination or cottage country destinations. I think Muskoka comes to mind. But of course, we Ontario has so many different cottage communities. Maybe you could just share with us a little bit on how you think labote is helping people to discover these lesser known research. And maybe you know, if, based on what you've seen, what makes those districts unique or worth visiting?

Speaker 1  55:07

Well, I think, like Hugh just said, when you think of Ontario in the summertime, or you think of a long weekend, you think of being at someone's cottage, sitting on their dock in a Muskoka chair with a craft beer, enjoying and watching the boats go by, but when you're sitting in that Muskoka chair, you're always like, I wish I owned a boat, or I wish I knew somebody with a boat. So I think the boat has really brought boating to the masses. You don't need to be rich and famous, you don't need to have a lot of money, you don't have to have a big investment of purchasing your own boat. You can give it a try before you buy even. So we have a great flexible you can have 3457, nights or longer. So it really gets you into the boating community without a huge investment of having a boat. And then, of course, for some people, living in Muskoka or living on the waterway is very expensive, so it's a great way to be able to visit the region and explore the beautiful waterways without having the investment of having to buy a cottage we have some beautiful lakes, and I think when we say cottage country, you immediately default to the muskokas, but just an hour and a half drive from Toronto is the beautiful Kawartha Lakes and the Trent Severn waterway. And whether you're doing it by boat or doing it by car and hotel or going camping or taking advantage of the authentics at the Parks Canada walk stations like or doing an Airbnb, there's so many different ways to explore the waterway and enjoy our amazing, pristine environment without having to invest a lot of money. So we're really excited to be able to bring new new people internationally, but also people locally, to the waterways and see how beautiful our own backyard is and showcase the many towns and villages along the waterway that they may not have discovered elsewhere.

Andrew Siegwart  57:08

And what we know from many different regions is that by providing this this accessibility to these communities and experiences, it also encourages people if they really enjoy it, or if it sparks something within them, it becomes a gateway. So you can learn how to boat. You might get decide or discover a passion there and that which leads you to buying a boat one day, leads you to a marina, or leads you to purchasing a cottage when you can. So I think experiences like this also open up our eyes, but then give us something to to strive for and explore. So it's, it's a win win on many regions or many, in many reasons.

Speaker 1  57:47

Yeah, and I do meet people all the time at the Toronto boat show who tell me that, oh, we bought a boat because we did a little boat and we loved it. Or we had a couple last year come to us at a different trade show who told us that they bought a cottage on big Rideau lake. They had never been there before. They were always looking at the Muskoka regions, but they decided to buy their cottage on big Rideau Lake because it was much more affordable for their dollar versus buying something in Muskoka, and it was closer than they thought. So you're totally correct in saying like it's almost a gateway to the waterway or a change in their lifestyle once they give boating a try.

Andrew Siegwart  58:27

That's the power of tourism. It goes beyond discovery. It leads to more investment in communities and more exploration, and it's a good thing. Tell me more on a personal side, could you share with us, a few of the hidden gems that you have experienced in either the the Rideau or the trend Severn regions that that you want us to know about, that we shouldn't miss. This summer, I

Speaker 1  58:51

never knew before I was on the Trent Severn waterway that just in Campbellford, Ontario, there's an amazing suspension bridge, so right at one of the walk stations, there's a great off leash walking park, but this beautiful suspension bridge as well. So that, to me, was like, I never knew that was there. So we now make that a stop when we're driving through the region. And then, of course, all the amazing restaurants and bakeries. Before I was working on the Trent Severn, I never heard of Doer donuts, but they have the best donuts in Ontario and but all the local people will tell you, get there early. Make sure you get there or put your order in early, because they're going to be sold up by noon. So doers donuts is now one of my favorites. They have a cream filled one that's to die for. And then also, of course, I never realized how many craft breweries there were along the waterway as well. The Rideau Canal has Perth brewery, four degree brewery. There's tons of micro breweries in Perth as well as Ottawa and then even Bob Cajun has its own brewery. There's ash burning. Hem pub does their own. Beer. So I think craft beer is a growing market as well, and I didn't realize there was so many craft brewers along the waterways. So now I'm expanding my taste from what I normally would drink to try to buy local and try a local craft beer. Lake field. I'd never been to Lake field, which is just a short cruise from the Peterborough Lift Lock. It's a beautiful little town, great restaurant, great pubs. Before being on the Trent Severn too. I never knew Peterborough Music Festival offered these amazing brands every Wednesday and Saturday for free. And now, even if I'm not cruising the Trent Severn will drive up from would be and drive the hour and a half to go to the local band, and then again, visiting all the festivals and events like there's so many amazing stuff that happens in the small towns that I would have never known about unless I actually worked in the region.

Andrew Siegwart  1:00:53

There's a lot of lot of great tips there, for sure. I mean, amazing craft beer. And as you said, direct quote to die for donut. I mean, I'm sold. I'm fishing for my keys as we speak. Yeah,

Speaker 1  1:01:06

all these Tiktok videos, and then makes me want to go to the bakery every morning. So,

Andrew Siegwart  1:01:11

see, they're sticky that way. They really, they know what they're doing. You know, I want to, I want to, thank you for taking the time to connect with us today. And you know, it's, I think it's really important to highlight the businesses that are, that are, you know, bringing something unique and special to the market, and also that you can share great ideas with the business community. And I think you've done both today. And, you know, I just want to congratulate you and the team and all of your partners in in both of those waterway regions, because you really are, you really are great ambassadors for Ontario to the rest of Canada, within Ontario, and to the world. And you know, you really what you've described today is something that you know really gets to the core of what is quintessentially Ontario and its magic. So congratulations and thank you, and thanks for your support of tayo all through the years. We really appreciate that. One last question for you is, if there are business leaders, or there are folks who want to connect with Le boat to learn more, or if they're just looking at planning their next vacation, you know, how can they get in touch with

Speaker 1  1:02:13

you? They can visit le boat.com and that'll give our direct number, and then you can reach out to me directly, just ask for Lisa, and they'll transfer the line, or you can visit our website for some vacation planning ideas in your own backyard.

Andrew Siegwart  1:02:27

Amazing. Well, thank you so much, and look forward to speaking to you soon.

Speaker 1  1:02:30

So I just wanted to also thank tayo, destination, Ontario, Destination Canada, and all of the Regional Marketing boards and the local chambers and the local businesses for all of their support and passion to bring people to Ontario, I think, and even the Parks Canada team, we couldn't have done it without everybody's support. And I think everyone's passion for our own region is also infectious. So it's been an amazing pinnacle of my career to work with labote and showcase Ontario

Andrew Siegwart  1:03:01

that is amazing, and you're reminding us in your in your parting remarks, that collaboration is key, and really appreciate you giving a shout out to all those pivotal partners.

Speaker 1  1:03:11

Thank you for your time today, and I encourage everyone to get outside and visit their own backyard.

Mary Anne Ivison  1:03:16

Thanks for listening to forward motion. This show is created by the tourism industry association of Ontario and is recognized by government as the voice of tourism and produced by everyone at the sound off media company you.