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Worksheets
This powerful, exible business intelligence can be used on its own, or to augment what you already know about your customers. EQ transforms tables full of abstract demographic data into understandable, true-to-life portraits of your best customerswith highly actionable insights of how to better serve their needs. This EQ tool is designed to assist you in making some choices about which Explorer Types will suit your business and product mix. It prepares you to effectively use the other tools like the Asset Development Guide to help you get the most from the EQ research.
In total, this component comprises a number of worksheets one for each of the Explorer Types in all the markets that the CTC focuses on. You get a one-page summary of the research on that Explorer Type quick demographic facts, social and travel values, as well as travel behaviours. Theres also a brief description of the kinds of products the Explorer Type prefers, plus some practical examples of how small businesses could enhance their product offer and marketing strategy to really get this explorers attention. So, lets get started. You already know a lot about your customers, so lets start there.
Social Values
Control Seekers With a high degree of Personal Control, these travellers Reject Authority and live according to their own rules. Sampling Interested in Cultural Sampling and with a Need for Spontaneity, this type is always on the move. Discrete Although afuent, these travellers prefer understated and ethical consumption.
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Adapt your service offer to increase value perceptions relative to staying in Canada. Orient your staff to provide tips on areas to explore where tourists dont usually go (and only the locals know about).
Marketing Tips
As with many Canadians, this type uses the internet as a primary tool for travel research and booking. Your website is the gateway to your business, so make sure that its content stresses your Authentic Experiencer product strengthsand that it is written with simple language and keywords (e.g. authentic culture/history/ lifestyles, learning, unspoiled nature, y-drive) that are friendly to search engines. Authentic Experiencers also rely on travel guides, magazines, and books for travel research. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people connecting with the place, enjoying themselves, eating authentic foods, conversing with locals, and exploring off the beaten path. Use messaging that addresses their values. For example, address their need for ethical consumption by talking about any sustainability programs you have. Take advantage of value messages around domestic travel, such as currency. Given that Canadians may be looking for options closer to home, be sure your product is well presented to both short-haul and long-haul visitors. Have a getaway-style product available with further options designed for a long-haul guests coming for a longer stay. The further they travel, the more they will want to see and do.
Social Values
Personal Challenge Risk-taking, with an Adaptive Navigation, these travellers easily gure out how to make the most of a situation. Open-Minded Believe in modern notions of Family, Gender, and Heterarchy. Deep interest in Cultural Sampling and Fusion. Energetic Creativity Their quests are driven by Vitality and Spontaneity, along with a Need for Uniqueness and Personal Creativity.
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65
Marketing Tips
The internet is a prime tool for travel research and booking, and particularly so with Cultural Explorers. Make sure your websites content stresses the cultural strengths of your productand that it is written with simple language and keywords (e.g. Canadian culture/ history/lifestyles, learning, unspoiled nature, hiking) that are friendly to search engines. Cultural Explorers also rely on regional tourism sites, so be sure your product is robustly presented, and tied to appropriate complementary travel partners. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people admiring the destination and enjoying cultural or historical attractions. Use messaging that addresses their values. For example, use language and imagery that presents an open rather than traditional stance. Take advantage of value messages around travelling domestically, such as currency. For Canadians looking for options closer to home, be sure your product is well presented to both short-haul and long-haul travellers. Have a getaway-style product available with options designed for guests who are interested in a longer stay or who are coming from further aeld.
Social Values
Upward Striving High Social Mobility and Entrepreneurialism inspire a strong sense of Personal Challenge. Unsure of Goals Deterred by Time Stress, Aimlessness, Anomie and Fatalism, reected in Acceptance of Violence. Social Lives Rule Craves Social Intimacy, Celebrating Passages and Attraction to Crowds. Values Sexual Permissiveness and Hedonism. Flashy Consumers Their Need for Status Recognition drives Aesthetics, Ostentation, and Importance of Brand. Theyre also Technophiles.
Age
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attractions, landmarks, restaurants, and nightlife, and make sure your team is aware of events in and around your experience (including concerts, sporting events, and other entertainment). Be prepared to sell the merits of travelling domestically, including the luxury options in Canada.
Audit your product offering. Is it strong in what interests Canadian Free Spirits? They enjoy luxury holidays, rst class resorts, golf, skiing and spas/wellness. When they go somewhere, they have a list of must-see and must-do things, which will include experiencing the local lifestyle, avours, and vibe through entertainment and social adventures. Free Spirits will travel in social groups and seek experiences that will allow them to socialize with each other and mix with the locals. They like to celebrate events in exciting destinations, and enjoy the nest they can afford (hence the mix of luxury and hostels). Free Spirits are drawn to winter sports. If your experience is in or near a ski resort, create appealing packages that combine lift tickets, spas/wellness, great aprs-ski and cuisine, and luxury accommodations. Build packages and promotions around major events (especially concerts) happening in the resort, and be sure to offer further getaway-style options to appeal to both the domestic long-haul and short-haul traveller.
Marketing Tips
Make sure your internet content stresses your Free Spirit product strengthsand that it is written with simple language and keywords (e.g. pampering, spa, beautiful scenery, luxury, skiing, resort, events, entertainment, nightlife, shopping, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people having fun with each other or relaxing against a backdrop of beautiful landscapes, local landmarks, or vibrant city or resort scenes full of life. Use messaging that addresses their values. For example, they are big on word-of-mouth recommendations from friends and experts (guide books). How else do they know what to put on their list? Develop ways for your customers to recommend your product to their friends (e.g. e-cards). Be sure your message clearly promotes the opportunity for luxury experiences domestically, both as short- and long-haul vacations. For example, if your product is part of a ski resort, promote weekend or short-stay programs along with week-long packages. Also ensure that the activity line-up reects the potential length of stay, realizing Free Spirits will jam in more than other types in the same time (i.e. they sleep less).
Social Values
Simplicity Seekers Feeling Time Stress and an Aversion to Complexity, this type reaches for stability and predictability. Rational Low sense of Vitality, Spontaneity, or Impulse. Spiritual Guided by a strong sense of Religiosity, these Spiritual Questing travellers are looking for deeper meaning in life. Careful Shoppers Discriminating Consumers and Skeptical of Business, they avoid Novelty, Ostentation, and Advertising.
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Emphasize hassle-free and kid-friendly in your service offer. Hire staff who are comfortable with children and train them to be ready to provide information as well as assistance to parents. Build in services that the whole familylittle kids, teens, and parentswill enjoy: discovery activities for kids, a place for teens to hang out (watching videos or listening to music), and opportunities for parents to enjoy some quiet time together.
Marketing Tips
Word of mouth, especially from other families, is this types primary source for information (even more so than the internet). Make sure local families know about your products and services. Create programs or special offers that reward local families for recommending your experience. The internet is also an important source of travel information, so make sure that your content stresses your No-Hassle Traveller product strengthsand that it is written with simple language and keywords (e.g. kid-friendly, all-ages, childrens programming, childrens menu, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Use inspiring imagery that focuses on families of all types (e.g. single parent, multi-generational, etc.) having fun together or doing activities against a backdrop of nature. Create offers and use messaging that addresses their values. For example, as discriminating consumers they will be price-conscious, so clearly state your price and the value you provide.
Canada Rejuvenators 8%
Travel Values
Travel mainly to get away from their everyday stresses and responsibilities; plan at least one trip per year to allow them to do this. Seek to be pampered and cared for, so they can return refreshed and recharged. Do not want to go off the beaten-track; prefer familiarity around them. Family-oriented, they want to share their experiences with loved ones. Not interested in luxury travel. Although they 42% 58% want comfort, they do not want to be wasteful as they cannot afford to travel as often as they would like. Culture and history both sound like work for Education Occupation High school, trade school FT trades, at home these travellers, which is the last thing they want to do.
Social Values
Traditional Families With Primacy of the Family and Traditional Gender Identity, these travellers seek well-dened home structures. Cultural Assimilation Weak on Multiculturalism and Cultural Sampling, these travellers prefer familiarity to discovery. Impulse Buyers But not interested in Novelty or Technology. Relaxed Lifestyle With a low sense of Vitality, these travellers are not interested in Personal Challenges or Risk Taking.
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Adapt your service offer. Ensure that your staff members are aware of the importance of providing services focused on making the vacation carefree, and that they are able to provide helpful suggestions on the array of things to do in your destination that suit the needs of Rejuvenators.
Marketing Tips
As with many Canadians, Rejuvenators use the internet as a tool of choice for travel research and booking. Your website is the gateway to your business, so make sure that its content stresses your Rejuvenator product strengthsand that it is written with simple language and keywords (e.g. relaxing vacation, getaway, family, etc.) that are friendly to search engines. Rejuvenators like familiarity, and if they have a good experience they may consider returning. Make it easy for them to do so, perhaps by developing a frequent guest program that provides some of the little extras they like when they return. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people relaxing in beautiful scenery, enjoying the spa, or having fun in an outdoor recreation activity. Use messaging that engages their senses and builds on their social values, stressing such elements as the importance of family and leaving the job behind.
Social Values
Idealistic Mindset With a sense of Personal Control these travellers reject Fatalism. Instead, they seek progressive change. Open-Minded Believe in modern denitions of Family and Gender relations. Deep interest in Cultural Sampling and Fusion. Understated Style Ecological Concern and low Condence in Business keep their consumer behaviours in check.
Age
18
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65
Marketing Tips
As with most Canadians, these travellers use the internet as a tool of choice for travel research and booking. Your website is the gateway to your business, so make sure that content is current, stresses your Cultural History Buff product strengths, and is written with simple language and keywords (e.g. Canadian culture or history or lifestyles, learning, unspoiled nature, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Showcase inspiring imagery that focuses on groups of people engaging in cultural activities, enjoying the attractions, and experiencing spectacular natural environments. Use messaging that engages their senses, stressing social values like ethical consumerism, ecological concern, and progressive change.