A Data-Driven Revolution in Travel Marketing
The Traveller Segmentation Program marks a significant shift in how Destination Canada defines and categorizes potential visitors. By leveraging data from the Canadian Tourism Data Collective, the program segments travellers into seven key categories, based on both behavioral and psychographic factors. This dynamic combination of insights offers a much deeper understanding of what drives people to travel to Canada, helping the tourism industry to connect more meaningfully with target audiences.
Behavioral values such as trip spend, frequency of travel, seasonal preferences, and specific activities are analyzed alongside psychographic factors, which include emotional motivations and core travel values. This comprehensive approach ensures that Destination Canada can craft more personalized and effective marketing strategies, reaching the right people at the right time.
Focusing on Highly Engaged Guests
One of the most notable aspects of the new segmentation program is its shift from the traditional focus on High-Value Guests—defined mainly by income and travel frequency—to a broader understanding of Highly Engaged Guests. These guests not only travel frequently and spend more, but they also resonate deeply with Canada’s values and culture. They have a strong emotional connection to the country, making them the ideal target for a meaningful, long-lasting relationship.
Among the seven segments identified, four have been designated as Highly Engaged Guests:
- Outdoor Explorers: Adventure seekers who prioritize outdoor activities and nature-based experiences.
- Culture Seekers: Individuals who travel for cultural immersion, including art, history, and local heritage.
- Refined Globetrotters: Sophisticated travellers who enjoy luxury experiences and exclusive destinations.
- Purpose Driven Families: Families looking for meaningful travel experiences that align with their values, including sustainability and educational opportunities.
Tailored Targeting for International and Domestic Markets
The Traveller Segmentation Program is designed to cater to both domestic and international markets. For instance, in the United States, Destination Canada is particularly focused on engaging three segments of Highly Engaged Guests: Outdoor Explorers, Refined Globetrotters, and Culture Seekers. This refined approach ensures that marketing campaigns are tailored to the interests and behaviors of travellers in each target market, maximizing the effectiveness of promotional efforts.
By understanding these preferences and aligning them with the right offerings, the program allows Destination Canada to provide more personalized travel experiences, driving stronger visitation from international and domestic travellers alike.
A Step Beyond the EQ 2.0 System
This new program is an evolution of the previous EQ 2.0 segmentation system, offering deeper insights into customer journeys, trip timing, triggers, and psychographic profiles. Unlike EQ 2.0, the new system provides a more actionable framework to help the tourism industry develop strategies that resonate more deeply with potential visitors. This makes the segmentation program not only a tool for identifying target groups but also a guide for how to engage them effectively throughout their travel planning and decision-making process.
What's Next for the Industry?
As part of the rollout of the Traveller Segmentation Program, Destination Canada will host an industry webinar early next year to share more details about the program’s features, tools, and how the industry can leverage this new system. The program promises to offer tourism businesses across Canada a wealth of data-driven insights that will help them reach and engage their ideal customers with precision.
Conclusion
With the launch of the Traveller Segmentation Program, Destination Canada is setting a new standard for tourism marketing. By focusing on highly engaged travellers who align with Canada’s values and interests, the program ensures that tourism experiences are both personal and meaningful. For the Canadian tourism industry, this is an exciting evolution that promises to strengthen connections with visitors, elevate the country’s profile as a world-class destination, and enhance the overall travel experience.
The future of tourism in Canada looks brighter than ever, thanks to data, innovation, and a deeper understanding of what drives today’s traveller. Stay tuned for more information on how to get involved and utilize the program's insights to elevate your business.
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