Destination Canada has launched a new ‘programme’ designed to better divide and classify types of travellers from its key markets, which includes the UK.
The Traveller Segmentation Programme identifies seven key characteristics based on “behavioural values”, such as trip spend, travel frequency, seasonal preferences and activities, along with ‘psychographic factors’ such as emotional motivations and core travel values.
In a significant shift, the programme also moves Destination Canada’s focus from High-Value Guests, defined primarily by income and frequency of travel, to Highly Engaged Guests, that is those who not only travel often and spend more but both identify and align with Canada’s values and are connected to Destination Canada’s key brand messages.
Of the seven new segments, four have been identified as Highly Engaged Guests – Outdoor Explorers, Culture Seekers, Refined Globetrotters and Purpose Driven Families.
Within these Highly Engaged Guests, Canada’s priority segments vary by market.
In the UK, Destination Canada is focused on Outdoor Explorers and Refined Globetrotters.
The Traveller Segmentation Programme follows on from, and compliments, the tourism body’s 2030 Strategy, which seeks to boost Canada’s global competitiveness and increase annual tourism revenues to $160 billion by 2030.
Destination Canada hopes that such detailed segmentation of traveller “types” will help providers of tourism experiences in Canada more accurately refine their offerings to better meet the aspirations of the country’s visitors.
It is also designed to help tour operators and agents specialising in Canada holidays develop touring programmes and itineraries that match their clients’ requirements.
A Destination Canada spokesperson said: “This groundbreaking AI and data powered initiative will significantly change how our industry identifies, prioritises and engages with our target travellers.”
