For our route, we decided to focus on cultural explorers as our primary market. The people within this market are typically 35-54 with moderate income, spontaneous, and creative according to the Destination Canada EQ profiles. This group also is known to seek historical sites, activities off the beaten path and experiences in nature before ending the day at a wilderness lodge or farm stay. With these characteristics in mind, we specifically designed our route to include activities and experiences that will perfectly capture any cultural explorer.
Our secondary target market is authentic experiencers, this includes travellers that are 55 and older, with a higher income and education than most. Authentic experiencers are ethical and eco-conscious individuals who seek cultural immersion and historical travel. In particular, authentic experiencers enjoy multi-day touring trips in their vehicles and mountain/waterfront accommodations. By harnessing what local communities have to offer, authentic explorers will be able to enjoy wineries, scenic views, and educational tours at multiple stops along the tour. Due to their similar travel interests, they are a great secondary market to focus on away from cultural explorers.
For this route, we focused primarily on British Columbia and Alberta for our domestic market and for the international we aimed our tour at the German and Australian markets. Due to COVID-19 travel restrictions, we felt it was important to rely less on the international market and more on creating a tour that would appeal to our domestic market.
Explorer Quotient. https://www.destinationcanada.com/en/tools.