The Explorer Quotient ™ Worksheets Welcome to the EQ Worksheets. Let’s bring EQ home to your business. Specially developed with the small- to medium-sized business in mind, the EQ Worksheets are part of the Canadian Tourism Commission’s EQ Getting Started Toolkit and the EQ Toolkit for Small and Medium Enterprise. © 2009 Canadian Tourism Commission. All rights reserved. This powerful, flexible 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 customers—with 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 EQ 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 best-prospect Explorer Types that the CTC focuses on in each of its markets. You get a one-page summary of the research on that Explorer Type, including quick demographic facts, social and travel values, as well as travel behaviours. There’s also a brief description of the kinds of experiences the Explorer Types prefer, plus some practical examples of how small businesses can enhance their offerings and marketing strategies to really get each explorer’s attention. Time to get started. You already know a lot about your customers, so let’s start there. Try this simple method to identify your target Explorer Next, think about the future. Which Explorer Types do you Now that you’ve zeroed in on your best Explorers, you are Types: identify your primary markets, then go to the think have potential to buy your experience in the next five ready to use some of the other tools in the EQ Toolkit for worksheets for those countries and review the Explorer years? Repeat the same process, only write in these future Small and Medium Enterprise: Types. In the chart below, write the name of those Explorer Explorer Types with a different colour of ink so you can see Types that you think are currently using your product next at a glance who’s your customer today and who could be to your primary markets. In the case of Canada and US, your customer tomorrow. • perfect experiences and itineraries to give explorers exactly what they’re looking for. be sure to track those Explorer Types that prefer short-haul versus long-haul travel. The Visitor Experience Guide helps you shape the • The Asset Development Guide takes you through the process of finding out which explorers are the strongest prospects for your business. The guide also outlines Canada Short Haul the best writing and photographic styles for each explorer so you can tailor your brochures, website and Canada Long Haul other promotional materials to best attract your target explorers. US Short Haul • The CTC’s digital library contains high-quality, rights-free US Long Haul images and video for use by our partners from coast to UK Type, allowing you to search for photos that will speak Germany France Mexico Australia South Korea Japan China coast. These images and videos are tagged by Explorer the most clearly to your target travellers. Contents Australia Free Spirits 12% Social Samplers 11% Japan 6 Free Spirits 12% 42 8 Personal History Explorers 14% 44 Cultural History Buffs 16% 46 Cultural Explorers 16% 10 Personal History Explorers 13% 12 Canada Mexico Free Spirits 10% 48 Authentic Experiencers 12% 14 Ostentatious Travellers 10% 50 Cultural Explorers 13% 16 Authentic Experiencers 12% 52 Free Spirits 11% 18 Cultural History Buffs 12% 54 No-Hassle Travellers 13% 20 China South Korea Free Spirits 11% 56 Free Spirits 9% 22 Personal History Explorers 10% 58 Social Samplers 11% 24 Cultural History Buffs 16% 60 Cultural History Buffs 13% 26 Personal History Explorers 10% 28 France Free Spirits 9% 30 Cultural Explorers 17% 32 Cultural History Buffs 9% 34 Germany Free Spirits 11% 36 Cultural Explorers 14% 38 Authentic Experiencers 14% 40 UK Authentic Experiencers 12% 62 Cultural Explorers 13% 64 Free Spirits 11% 66 US Authentic Experiencers 12% 68 Cultural Explorers 13% 70 Free Spirits 11% 72 Australia Free Spirits 12% Travel Values • • • Live for travel and like to plan the next trip as Optimistic Individuals soon as they finish their most recent one. Confident about getting ahead in life and feel in Like to be pampered while on vacation and Untraditional Views and shopping available. Believe women are the superior gender in society; Want the experiences and amenities that most Like to do things that are unique and spontaneous, that other travellers wouldn’t dream of doing. 38% • 62% Education Average Occupation FT office/retail/service Age 18 25 35 45 6 The Explorer Quotient Worksheets 55 65 + Gender Identity. Citizens of the World Don’t disregard what’s happening in other countries and believe other cultures have a lot to teach us. Enjoy Shopping, Advertising High Joy of Consumption and Ostentatious Consumption make them label-conscious necessarily feel safer travelling with other shoppers. booked their hotels for them. Young singles, some alternative sexual orientation also believe in Flexible Families and Flexible Have low security concerns, so they don’t people or a guide, nor when a tour operator has Household Income Highest Lifestage Have no issues adjusting to unfamiliar locations, foods, people, and languages. • control of their financial future. have all the food, drink, massage, romance, others would consider to be luxuries. • Social Values Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • As with many Australians, these travellers use the Australian Free Spirits? They are looking for luxury internet as their tool of choice for travel research and Vacations experiences, lots of entertainment, and a chance to booking. Your website is the gateway to your business, More likely to have travelled recently; prefer to visit escape the daily grind—they’re more into spas than so make sure that its content stresses your Free Spirit new places on vacation. nature and outdoor experiences. product strengths, and that the copy uses simple Mode of travel • little luxury touches that make them feel special without Destinations • messaging that engages their senses, stressing social values like ostentatious consumption, the value of women, and their total control over their personal and accessible business centre will earn their appreciation. entertainment experiences, luxury resorts, spas/ • Adapt your service offer to increase value perceptions. Canadian hospitality, Canadian winter, combining Train your staff to be ready to direct them to the best business with pleasure, shopping. local attractions, landmarks, great restaurants, and nightlife. Also, help Free Spirits access transportation options that allow them to be spontaneous and pack in lots of different experiences—bike and scooter rentals, taxi or limousine services, or shuttles. 7 The Explorer Quotient Worksheets local landmarks or vibrant city scenes full of life. Use wireless internet connections and a well-equipped and historical/cultural attractions, rivers/waterfalls, Guided group tours, parks/heritage sites. or relaxing, against a backdrop of beautiful landscapes, Check your business amenities. These Free Spirits to combine business with pleasure. Free in-room Local flavours, local lifestyles, beautiful landscapes, Help them visualize themselves using your product. Use inspiring imagery that focuses on people having fun make frequent use of the internet and are more likely Most interested in Less interested in • breaking your bank. Most likely to travel within Asia-Pacific region; wellness, unique attractions, learning/exploring, scenery, luxury, etc.) that are friendly to search engines. spa packages that combine pampering and relaxation or Most likely to fly. very likely to come to Canada in the future. language and keywords (pampering, spa, beautiful Enhance your spa and wellness offer. Add value-packed financial futures. • Make them aware of your product price in Australian dollars—it will help them understand the value of the product relative to their own, often stronger, currency. Australia Social Samplers 11% Travel Values • • Feel time is limited and like to focus on the Enjoy Risk-Taking “must-see” attractions. High Personal Challenge and Penchant for Risk Love to read books and watch shows that inspire them for their next adventure. • Feel more comfortable travelling in groups and like to have someone to talk to at the end of the day. • Prefer to visit sites of historical significance, learn the local language, and experience what it’s like to live as the locals do. 33% • 67% Education High Occupation Retired Household Income Low Empty nesters, live on their own Lifestage Age 18 25 35 45 8 The Explorer Quotient Worksheets 55 Want to experience what it would have been like to live like their ancestors. • 65 + Social Values means they have a better chance of getting ahead in life. Competitive Individuals High Social Individuality means these travellers like competition and believe it brings out the best in people. Untraditional Views Believe women are the superior gender in society; also believe in the idea of Flexible Families and Flexible Gender Identity. Enjoy Multiculturalism As comfortable travelling as they are at home; Open to different cultures and believe they have enjoy experiencing the local cuisine. a great deal to teach us. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • Like many Australian travellers, Social Samplers use Australian Social Samplers? This market segment is the internet for general travel searching. Maximize the Vacations people-oriented with an affinity for guided group tours. use of keywords throughout your website that reflect Travel regularly and like to get away for more than They are more interested in nature and culture and less their travel and social values to ensure that the search two weeks at a time. interested in luxury or being active outdoors. engines will list you prominently. Be sure to refer to Group travel • attractions. Destinations • • Train your staff to put an emphasis on friendliness and flavours, guided group tours, unique attractions, to be ready to give advice on interesting local touring parks/heritage sites, learning/exploring, choices when approached. Less interested in Self-touring, golf, combining business with pleasure. 9 The Explorer Quotient Worksheets groups socializing and having fun against a backdrop of beautiful landscapes or local historical and cultural landmarks. at the end of the day to share experiences. Beautiful landscapes, rivers/waterfalls, local Help them visualize themselves in the experience. Use inspiring imagery that focuses on people in Build in lots of opportunities for socializing—like places where the locals go), or getting travellers together Most interested in safety/health. • stopping in for a “cuppa” tea or coffee (particularly in most likely to visit Canada in the future. lifestyles, historical/cultural attractions, local or region. and focus on nature sightseeing and the “must-see” Most likely to travel in an organized group. More likely to travel to North America and Europe; books and travel shows that feature your product If you have a touring product, keep the pace relaxed • Use friendly messaging that stresses their travel and social values, like individuality, the value of women, and the sampling of culture. Australia Cultural Explorers 16% Travel Values • Like to learn the local language, leave the Live Life to the Fullest beaten path, and explore places where most Like to appreciate the good things in life. tourists won’t go. • • • Strive for Gender Parity in the workplace; also destination beforehand, while not being satisfied believe in the idea of Flexible Families and Flexible with just observing. Gender Identity. Live for travel and are always on the lookout Accepting of Diverse Cultures for information about where to travel next. See the benefits that a mix of different cultures has Instead of having a set itinerary, they unfold spontaneously. 55% • Have low security concerns, so they don’t necessarily feel safer travelling with other people or a guide, nor when a tour operator has booked their hotels for them. Education Highest Occupation Professionals, some retired Household Income High 18 25 35 45 10 The Explorer Quotient Worksheets offer, and they understand why travellers budget accommodations. Age Do not want the very best there is on would want to stay at hostels or other Empty nesters Lifestage • 55 65 + Untraditional Views Like to research the history of their chosen prefer to go with the flow and let things 45% Social Values on the community, and believe we can learn a lot from these cultures. Dislike Shopping Low Joy of Consumption, while not consciously seeking out brand name products. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • The internet is a tool of choice for travel research and Australian Cultural Explorers? They are interested booking. Your website is the gateway to your business, Vacations in cultural products, particularly Aboriginal culture so make sure that its content stresses your Cultural Travel as much as possible, and for longer periods and local lifestyles. Nature is a strong secondary Explorer product strengths—and that it is written with of time (more than two weeks at a time). interest, with softer activities such as hiking preferred. simple language and keywords (Canadian culture/ Accommodations that allow them to become immersed history/lifestyles, Aboriginal, learning, unspoiled nature, in the local culture are preferable. hiking) that are friendly to search engines. Group travel Least likely to travel in an organized group. • Destinations Most likely to travel to North America and Western Europe; very keen on visiting Canada in the future. Enhance your emphasis on culture or history. cultural clothing product line to its offer by partnering and enjoying cultural or historical attractions. with a Canadian Aboriginal designer. Or, combine forces with an Aboriginal tourism business; Aboriginal Local lifestyles, beautiful landscapes, local Tourism Canada’s website lists a number of flavours, rivers/waterfalls, historical/cultural outstanding examples. • unique attractions, learning/exploring, parks/ pamphlets on local flora and fauna or history, maps, outdoor adventure. Less interested in Guided group tours, luxury resorts, entertainment experiences, spa/wellness, golf, major sporting events, shopping. Cultural Explorers love to combine learning with being active in nature. Put resource materials (like books or heritage sites, local flavours, self-touring, etc.) at their disposal, for free or for purchase. • Adapt your service offer to increase value perceptions. Orient your staff to local history and culture so that they can give visitors tips on local cultural hotspots or out of the way places only the locals know about. Help your visitors access transportation options that allow them to be spontaneous and pack in lots of different experiences—bike and scooter rentals, taxi or limousine services, or shuttles. 11 The Explorer Quotient Worksheets Help them visualize themselves in the experience. Use inspiring imagery that focuses on people admiring Most interested in attractions, Aboriginal culture, hiking/trekking, • For example, a country inn could add an authentic • Use messaging that engages their senses, stressing social values like the good things in life, the importance of women, and learning from different cultures. • Make them aware of your product price in Australian dollars—it will help them understand the value of the product relative to their own, often stronger, currency. Australia Personal History Explorers 13% Travel Values • Want to experience what it would have been Risk Averse like to live like their ancestors. They’re more Low Penchant for Risk and don’t tend to adapt interested in this than experiencing the culture easily to the uncertainties of modern life. as it exists today. • • 53% 47% • Like to carry out their duties and obligations ancestors and then travel to places where they to others before doing things for themselves. High Occupation Retired, some professionals • Age 18 25 35 45 12 The Explorer Quotient Worksheets want immigrants to hold onto their language and Like to keep lists to make sure they see 55 65 + traditional customs. everything they planned to see; they tend Low Confidence in Small Business to feel the trip is unsuccessful if they don’t Are not willing to invest in small businesses “check everything off.” and don’t enjoy shopping for new products. Don’t tend to travel in order to get a break Don’t tend to indulge and pamper themselves in a way they can’t back home. Empty nesters Lifestage Don’t believe there is too much immigration and significance over other tourist attractions. responsibilities of home for a while. Household Income Low Accepting of Diverse Cultures More interested in visiting sites of historical from the real world, or to forget about the Education Duties First For their favourite hobbies, they like to research can learn more about them. • Social Values Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • Family members who are Canadian residents will exert a Australian Personal History Explorers? They are major influence on whether the Personal History Explorer Vacations interested in cultural and historical products that give will visit your region. Consider incentives that draw in the More likely to have travelled recently; like to get them insights into their roots. Luxury isn’t high on their local resident—he or she will be influential in choosing away for more than 2 weeks at a time. list, and they are part of the large number of Australians where to go and what to do. who come to Canada to visit and stay with friends Accommodations and relatives. Most likely to stay with family. • As with many Australians, these travellers use the internet as the tool of choice for travel research and Enhance your emphasis on history or culture. For booking. Your website is the gateway to your business, example, if you run an attraction, consider working with so make sure that its content stresses your Personal a local genealogy society or museum to add interpretive History Explorer product strengths—and that it is written materials or tours that encourage exploration and with simple language and keywords (Canadian history/ Most interested in discovery around local history. A restaurant could add culture/lifestyles, learning, unspoiled nature, hiking) that Local lifestyles, beautiful landscapes, rivers/ framed archival photographs to its walls and feature are friendly to search engines. waterfalls, local flavours, historical/cultural local cuisine on its menu. • Destinations Among those most likely to have visited Canada as part of their most recent trip. attractions, self-touring, unique attractions, parks/ • heritage sites, learning/exploring, local flavours. and discover destinations in their own way. Provide and enjoying cultural or historical attractions. them with the tools they need, like maps, checklists, Entertainment experiences, luxury resorts, spas/ resource materials, and suggestions for renting or hiring wellness, skiing/snowboarding, major sports transportation, including discovering local transit. peaceful environments. • Adapt your service offer to increase value perceptions. Orient your staff to local history and culture so that they can give visitors tips on local historical landmarks or out-of-the-way places that only the locals know the history about. 13 The Explorer Quotient Worksheets Help them visualize themselves in the experience. Use inspiring imagery that focuses on people admiring Less interested in events, combining business with pleasure, • Personal History Explorers want to blaze their own trails • Use messaging that engages their senses, stressing social values like doing things for others, diverse cultures, and the value of immigration. Canada Authentic Experiencers 12% Travel Values • • • • Want to see vast natural settings and wonders Control Seekers around the globe, but they’ll also take in local With a high degree of Personal Control, these park scenery. travellers Reject Authority and live according to Like to integrate into the local culture, eat 45% • Sampling converse with locals, and explore areas ignored Interested in Cultural Sampling and with a Need by tourists. for Spontaneity, this type is always on the move. Seek to learn all that they can about the cultures Discrete they visit in advance of their trips. Although affluent, these travellers prefer Abhor commercial comforts of Western hotels, Not overwhelmed by travel—on a life-long journey of learning. Travel is not about escape but personal development. Education Highest post-grad Occupation High Household Income Highest retired, highest professional Empty nesters Lifestage Age 18 25 35 45 14 The Explorer Quotient Worksheets 55 65 + their own rules. authentic foods, learn the language to seeking to live as authentically as the locals do. 55% Social Values understated and ethical consumption. Travel Behaviours Product Development Tips • • relative to staying in Canada. Orient your staff to provide Audit your product offering. Are its strong points a match tips on areas to explore where tourists don’t usually go to the interests of Canadian Authentic Experiencers? In Vacations addition to Canada’s prime motivator—nature—they will Longest vacations of all, preferring a week or more search out good quality local cuisine and chances to for vacations. Sometimes ties pleasure travel in mingle with fellow Canadians in unique locations. They with business. like to keep physically active when vacationing, although Adventure travel Most likely to travel for specific adventures, or to learn/explore something new. Destinations • More likely to fly to distant destinations. (and only the locals know about). Marketing Tips • as a primary tool for travel research and booking. Your (mountain climbing being a notable exception). They website is the gateway to your business, so make sure look for authenticity in accommodations and, unlike their that its content stresses your Authentic Experiencer American counterparts, are open to camping. product strengths—and that it is written with simple language and keywords (e.g. authentic culture/history/ Enhance opportunities for sampling and learning lifestyles, learning, unspoiled nature, fly-drive) that are about local culture and, in doing so, differentiate your product. For example, combine forces with a restaurant Outdoor adventures, local lifestyles and flavours, known to focus on local foods and offer the “100-mile” beautiful landscapes, wildlife, historical/cultural culinary experience, with a market trip and cooking with attractions and landmarks, learning/exploring, self- local personalities. • interests, and classical performing arts. As with many Canadians, this type uses the internet they have less interest in strenuous outdoor activities Most interested in touring, resorts and accommodations tied to their Adapt your service offer to increase value perceptions 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 Authentic Experiencers like to keep active. What are with the place, enjoying themselves, eating authentic some of the outdoor activities in your area they could foods, conversing with locals, and exploring “off the Less interested in be doing? Package these up and tie them in with Travel related to sports tournaments (participatory opportunities to see local sights and absorb the local and spectator), festivals and events, RV camping, history. Then finish with a little bit of luxury (e.g. spa) powered outdoor adventures (e.g. ATVs or cultural event. This approach will attract both the address their need for ethical consumption by talking and snowmobiles). short-haul market using your product for a getaway, about any sustainability programs you have. and the longer-haul traveller as part of a multi-point trip or week-long vacation that offers a variety of related events or activities. • • • Use messaging that addresses their values. For example, 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 Work with event- and incentive-travel planners who are is well presented to both short-haul and long-haul focused on the Canadian market to offer pre- and post- visitors. Have a getaway-style product available with meeting packages or retreats themed around personal further options designed for a long-haul guests coming development or local culture, especially in beautiful for a longer stay. The further they travel, the more they scenic settings. If your product is near or within a major will want to see and do. urban centre, work with the planners to have your 15 The Explorer Quotient Worksheets beaten path.” product included in their meeting programs. Canada Cultural Explorers 13% Travel Values • Always excited about the next trip. • Fascinated by the ancient history as well as the modern cultures of the places they visit. • Travel is a journey, not the destination, and is best experienced with like-minded companions who want to have fun while learning. 62% Household Income Middle-high Average Lifestage Age 18 25 35 45 16 The Explorer Quotient Worksheets 55 65 + Open-Minded Believe in modern notions of Family, Gender, and Heterarchy. Deep interest in Cultural Sampling Seek an authentic experience, and don’t want Energetic Creativity to stay in sterile, commercial hotels. Their quests are driven by Vitality and While cautious, these travellers are not afraid their own courses. High FT, professional/office of a situation. • “tourist” schedules or destinations, but will chart Occupation travellers easily figure out how to make the most and Fusion. discovery. They will not be constrained to College/university Risk-taking, with an Adaptive Navigation, these Feel relaxed and free while traveling. to venture into the unknown in pursuit of Education Personal Challenge • • 38% Social Values Spontaneity, along with a Need for Uniqueness and Personal Creativity. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • The internet is a prime tool for travel research and Canadian Cultural Explorers? In addition to Canada’s booking, and particularly so with Cultural Explorers. Vacations unparalleled natural experience, they love to become Make sure your website’s content stresses the cultural Take the most vacations; trips of all durations, totally immersed in local culture, colours, and flavours strengths of your product—and that it is written with but especially weekend escapes. while on holiday. Aside from walking and hiking, they simple language and keywords (e.g. Canadian culture/ have little interest in outdoor activities. While similar in history/lifestyles, learning, unspoiled nature, hiking) many ways to Authentic Experiencers, their emphasis that are friendly to search engines. Cultural Explorers is on connecting to other people (and, through those also rely on regional tourism sites, so be sure your people, the place and its history). They are more likely product is robustly presented, and tied to appropriate than others to seek out small inns and B&Bs. complementary travel partners. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. Destinations Open to B&Bs, camping, hostels, all modes • of travel. If you have a food service in your product mix, consider • Help them visualize themselves in the experience. Use offering menus that have historical and cultural inspiring imagery that focuses on people admiring the Most interested in significance (e.g. a full-course French-Canadian meal destination and enjoying cultural or historical attractions. Sampling local flavours, local lifestyles, Aboriginal or an Aboriginal meal), or follow the “100-mile rule” for culture, beautiful landscapes, rivers/waterfalls, ingredients. If applicable, tie-in information about local cultural attractions, festivals, relaxing in peaceful farming and agriculture. environments, self-touring. • Canadian Cultural Explorers love to relax in a peaceful Less interested in environment. If your product has a natural setting, point Luxury resorts, spa/wellness experiences, golfing, out where they can go for quiet times—like reading a skiing/snowboarding, sports events (unless at the book by a babbling brook, taking a picnic into an alpine international level), guided group tours. meadow, or simply gazing out on a beautiful scene. • 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 Adapt your service offer to increase value perceptions. designed for guests who are interested in a longer stay Orient your staff to local history and culture so that they or who are coming from further afield. can give visitors tips on hotspots or out-of-the-way places only the locals know about. Help your Cultural Explorers access transportation options that allow them to be spontaneous, move like locals, and pack in lots of different experiences—bike and scooter rentals, taxi or limousine services, or shuttles. 17 The Explorer Quotient Worksheets • Canada Free Spirits 11% Travel Values • • Life is more exotic abroad, so travel is Upward Striving continuous and exciting. High Social Mobility and Entrepreneurialism inspire Aspire to stay in the most luxurious accommodations and venues. • Want to see all the main attractions, but do not need to go in-depth. Students, FT white collar Household Income Average or above Singles at home Lifestage Age 18 25 35 45 18 The Explorer Quotient Worksheets 55 65 + and Fatalism, reflected in Acceptance of Violence. Social Lives Rule Want to be the centre of attention, so they’re and Attraction to Crowds. Values Sexual attracted to groups and shared experiences. Permissiveness and Hedonism. Don’t want to wait at home, constant need to Flashy Consumers travel. The internet is no substitute. Their Need for Status Recognition drives Want some structure and planning. Packages should include planned activities. Occupation Deterred by Time Stress, Aimlessness, Anomie • • Some university Unsure of Goals High energy to see everything. 53% Education a strong sense of Personal Challenge. • • 47% Social Values Craves Social Intimacy, Celebrating Passages Aesthetics, Ostentation, and Importance of Brand. They’re also Technophiles. Travel Behaviours Product Development Tips • attractions, landmarks, restaurants, and nightlife, and make sure your team is aware of events in and around Audit your product offering. Is it strong in what interests your experience (including concerts, sporting events, Canadian Free Spirits? They enjoy luxury holidays, first Vacations class resorts, golf, skiing and spas/wellness. When Greater number of all types of trips; more they go somewhere, they have a list of “must-see” and weekends; will combine business and pleasure. “must-do” things, which will include experiencing the local lifestyle, flavours, and vibe through entertainment Fun events and social adventures. Free Spirits will travel in social Travel to spend time with friends and groups and seek experiences that will allow them to celebrate events. and other entertainment). Be prepared to sell the merits of travelling domestically, including the luxury options in Canada. Marketing Tips • Make sure your internet content stresses your socialize with each other and mix with the locals. They Free Spirit product strengths—and that it is written Destinations like to celebrate events in exciting destinations, and with simple language and keywords (e.g. pampering, Travel in organized groups; stay with family/friends, enjoy the finest they can afford (hence the mix of luxury spa, beautiful scenery, luxury, skiing, resort, events, in luxury hotels, or hostels. and hostels). entertainment, nightlife, shopping, etc.) that are friendly Most interested in • to search engines. Free Spirits are drawn to winter sports. If your Sampling local flavours, local lifestyles, cities close experience is in or near a ski resort, create appealing to nature, playing golf, skiing/snowboarding, packages that combine lift tickets, spas/wellness, great Use inspiring imagery that focuses on people having entertainment experiences, attending major après-ski and cuisine, and luxury accommodations. fun with each other or relaxing against a backdrop of events, sports events, shopping. Build packages and promotions around major events beautiful landscapes, local landmarks, or vibrant city (especially concerts) happening in the resort, and be or resort scenes full of life. Less interested in sure to offer further getaway-style options to appeal to Self-touring, learning/exploring, Canadian both the domestic long-haul and short-haul traveller. hospitality, parks/heritage sites, historical/cultural attractions, wildlife, hiking/trekking, small towns. • • 19 The Explorer Quotient Worksheets • Help them visualize themselves in the experience. Use messaging that addresses their values. For example, they are big on word-of-mouth Combine forces with a complementary tourism operator recommendations from friends and experts (guide to put together special group packages for singles books). How else do they know what to put on their list? around major sporting or entertainment events, featuring Develop ways for your customers to recommend your first-class meals, accommodation, and transportation at product to their friends (e.g. e-cards). a great price. • • • Be sure your message clearly promotes the opportunity Check your business amenities. Free Spirits make for luxury experiences domestically, both as short- and frequent use of the internet and are more likely long-haul vacations. For example, if your product is to combine business with pleasure. Free in-room part of a ski resort, promote weekend or short-stay wireless internet connections and a well-equipped and programs along with week-long packages. Also ensure accessible business centre will earn their appreciation. that the activity line-up reflects the potential length of Adapt your service offer to increase value perceptions. Train staff to be ready to direct them to the best local stay, realizing Free Spirits will jam in more than other types in the same time (i.e. they sleep less). Canada No-Hassle Travellers 13% Travel Values • • Travel mainly to get away from their everyday Simplicity Seekers stresses and responsibilities. Feeling Time Stress and an Aversion to Complexity, Want to have no worries or cares, with everything taken care of for them • 43% These travellers need guidance in their travels Stay-at-home, office/retail/service Household Income Average Families with children Lifestage Age 18 25 35 45 20 The Explorer Quotient Worksheets 55 65 + Low sense of Vitality, Spontaneity, or Impulse. and prefer travelling in groups with others, Spiritual particularly their families. Guided by a strong sense of Religiosity, these Spiritual Questing travellers are looking for deeper • Drawn to the purity and serenity of open spaces. • Travel is rarely planned in advance and is more Discriminating Consumers and Skeptical of focused on visiting family/friends. Business, they avoid Novelty, Ostentation, While they want to relax, this group never loses its cool. Occupation Rational Afraid of unfamiliar or threatening places. • Average/university this type reaches for stability and predictability. • 57% Education Social Values meaning in life. Careful Shoppers and Advertising. Travel Behaviours Product Development Tips • • service offer. Hire staff who are comfortable with children Audit your product offering. Is it strong in what interests and train them to be ready to provide information as Canadian No-Hassle Travellers? Vacations are generally Vacations focused on family: visiting (and staying with) family or Shorter trips, often preferring weekend getaways. friends, or as a family getaway (e.g. a camping trip). to “hang out” (watching videos or listening to music), and opportunities for parents to enjoy some quiet time together. vacations, they do not do a lot of pre-planning; instead, Destinations they rely on the family they are visiting to provide ideas Stay with family, usually within driving distance. as to what to do. • No-Hassle Travellers are drawn to all-inclusive attractions Marketing Tips • than the internet). Make sure local families know about near an amusement park, water park, or other child- More interested in your products and services. Create programs or special friendly activity (e.g. mini-golf, country fair, etc.), consider Nature, camping, fishing, participating in sports offers that reward local families for recommending combining forces with those businesses to build and competitions, entertainment and amusement your experience. promote family-friendly packages. parks, Aboriginal culture and events, farmers’ • If you provide child-friendly activities, direct special offers • your No-Hassle Traveller product strengths—and visiting family members to your experience. Winter-oriented outdoor activities, arts and culture • resorts, pampering/spas, shopping, gardens. that it is written with simple language and keywords Partner with child-centric organizations in your area (e.g. kid-friendly, all-ages, children’s programming, (e.g., sports associations) and provide special offers children’s menu, etc.) that are friendly to search engines. around major events—make it easy for families attending the event to enrich their visit. • The internet is also an important source of travel information, so make sure that your content stresses at local families and grandparents so that they will bring Less interested in Word of mouth, especially from other families, is this type’s primary source for information (even more so that focus on family fun. If you provide accommodations Family, with very little actual planning. activities, historic sites, large festivals and events, enjoy: discovery activities for kids, a place for teens in warm-weather locations. When it comes to their celebrating special events is important too. markets and fairs. the whole family—little kids, teens, and parents—will to do things together, primarily during the summer or Visiting family/friends is the main reason, but Information sources well as assistance to parents. Build in services that Activities are focused on children and opportunities Family Events Emphasize “hassle-free” and “kid-friendly” in your • Help them visualize themselves in the experience. Use inspiring imagery that focuses on families of all Create an on-premises family trip resource centre. types (e.g. single parent, multi-generational, etc.) Include elements such as educational material or videos having fun together or doing activities against a about the area (Youtube can be a great source of backdrop of nature. videos), brochures from family-friendly area attractions, and information on the ten best picnic spots, events, local playgrounds, parks, etc. • 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. 21 The Explorer Quotient Worksheets China Free Spirits 9% Travel Values • • • Live for travel and are planning the next trip Driven to succeed as soon as they get home. Strong-minded individuals that thrive on initiative Like to be pampered while on vacation and Social Animals and shopping available. Enjoy sharing major events with others; desire Enjoy sharing experiences and learning about Like to put themselves in the shoes of locals and immerse themselves in nature and culture. • 49% No issues having to adjust to unfamiliar locations, foods, people, and languages. 51% • Not concerned about seeing everything as long as they are able to take in the total experience. Education High Occupation Professional, manager Household Income Highest Married with young children, some singles Lifestage Age 18 25 35 45 22 The Explorer Quotient Worksheets 55 65 + and accomplishment. have all the food, drink, massage, romance, the experiences of others. • Social Values a sense of belonging. Citizens of the World Thoughtful and engaged with the world around them. Upscale Consumers Possess strong brand loyalties and believe that what they buy reflects their position in society. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with others from China, this type uses the internet as match to the interests of Chinese Free Spirits? This a tool of choice for travel research. Your website is the Vacations segment seeks to escape through travel and is keenly gateway to your business, so make sure that its content Frequent trips (most of them travelled in 2007). interested in local flavours and lifestyles, including stresses your Free Spirit product strengths—and Aboriginal culture. Cities close to nature will allow that it is written with simple language and keywords them to take in major events and activities that reflect (e.g. beautiful scenery, lifestyle, culture, winter activities, Canadian traditions, such as skiing or snowboarding etc.) that are friendly to search engines. Destinations Most likely to travel within Asia-Pacific region. Very likely to come to Canada in the future. • Most interested in Local lifestyles, local flavours, Aboriginal culture, cities close to nature, major events, safety/health, attractions/landmarks, Canadian hospitality, beautiful landscapes. • Less interested in Chinese Free Spirits are drawn to Canada’s winter • resort, create appealing packages that combine beautiful backdrops of nature and focuses on people accommodations and meals with skiing and other experiencing activities, local landmarks, or vibrant city activities that highlight the unique Canadian lifestyle. scenes. Your imagery should bring the experience to life in a convincing way. Combine forces with a complementary tourism • Use messaging that addresses their values. Present major sporting, entertainment, or other special events, your product in a way that will make them proud to be featuring accommodation and transportation. associated with it. Testimonials from people they admire Adapt your service offer to increase value perceptions, particularly related to the Canadian lifestyle. Train your staff to promote Canada’s pristine nature along with some cultural and historical experiences. Have your team prepare to direct Chinese Free Spirits to the best of nature and urban centres, including local attractions, landmarks, and events. 23 The Explorer Quotient Worksheets Help them visualize themselves in the experience. Use inspiring imagery that brings together the operation to put together special group packages for Fishing/hunting, combining business with pleasure. • experiences. If your product is in or near a winter could be helpful. China Social Samplers 11% Travel Values • • • Need a break from ordinary life where they can Commitment to Community let go of inhibitions. Feel that individual sacrifice strengthens the Like to wander around at their own pace and Comfortable with Destiny know about. Driven to succeed, but avoid unnecessary risks Believe that vacations are important times to Like to put themselves in the shoes of locals and immerse themselves in both nature and culture. 34% • 66% No issues having to adjust to unfamiliar locations, foods, people, and languages. • Prefer to let their spontaneity and imagination lead the way. Education Above average Occupation Office/retail/service Household Income Average Many singles, few with children Lifestage Age 18 25 35 45 24 The Explorer Quotient Worksheets 55 65 + community. Tolerant and accepting of others. discover little nooks or streets that only locals create memories. • Social Values because of a belief in a higher order. Personal Experience Imaginative and curious about the world around them. Spontaneous Expression Individuality is defined by uniqueness and perception. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • Like many Chinese travellers, Social Samplers use Chinese Social Samplers? They have a keen interest the internet for general travel searching. Maximize the Vacations in both culture and nature, and enjoy absorbing local use of keywords throughout your website that reflect Frequent trips, shorter durations. lifestyles, sampling local flavours, and seeing historical their travel and social values, to ensure that the search and cultural attractions. They are drawn to Canada’s engines will list you prominently. Be sure to refer to striking landscapes, unique culture and people, and books and travel shows that feature your product small-town hospitality. They have little interest in luxury or region. Destinations Most likely to travel within their home country. Likely to visit Canada but concerned about costs. Most interested in or being active outdoors. • Historical/cultural attractions, beautiful landscapes, local flavours and lifestyles, Canadian culture and hospitality, small towns, peaceful environments, guided group tours. • Entertainment experiences, major sporting events, winter, outdoor adventure, fishing/hunting, relaxed and focus on nature sightseeing and the groups socializing and having fun, especially against a “must-see” attractions. backdrop of beautiful landscapes or local historical or • • Use messaging that addresses their values. For the locals go), or getting travellers together at the end example, draw on their imagination and curiosity, or tell of the day to share experiences, ideally in the comfort of them about your commitment to your local community. Train your staff to put an emphasis on friendliness, as well as to be ready to give advice on interesting local touring choices when approached. 25 The Explorer Quotient Worksheets cultural landmarks. Build in lots of opportunities for socializing—like Canadian hospitality. kayaking/canoeing, luxury resorts, golf, spas. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people in stopping in for tea or coffee (particularly in places where Less interested in • If you have a touring product, keep the pace China Cultural History Buffs 13% Travel Values • Always on the lookout for the next adventure. • Want to stand in the places where history happened. • Want to be spontaneous and to discover things on their own. • Enjoy sharing their experiences with small groups or friends met during their travels. • • 42% 58% Social Values Control and Purpose They like to take charge of their own lives and believe it is important to live purposefully and to strive to meet goals. Empathetic and Curious Inquisitive about the world around them and the role they play in the grand scheme. Individuals with Responsibility Not interested in following someone else’s Believe it is important to preserve the rights schedule; like to learn things on their own. of the individual, but also that everyone has Not afraid to experience cultures “as they are”; don’t need to be sheltered by five-star resorts. a responsibility to serve the collective. Skeptical Consumers Do not value brand image and have little faith in advertising. Education High Occupation Office/retail/service Household Income Above average Married without children, many singles Lifestage Age 18 25 35 45 26 The Explorer Quotient Worksheets 55 65 + Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • Like many Chinese travellers, Cultural History Buffs use Chinese Cultural History Buffs? They have a keen the internet for general travel searching. Maximize the Vacations interest in history and are interested in experiencing the use of keywords throughout your website that reflect Frequent trips; likely to have travelled recently. real culture. While Canada’s beautiful landscapes are their travel and social values, in order to ensure that the of interest, they are looking for more. A key part of their search engines will list you prominently. Be sure to refer travels will be the people they meet (locals and fellow to books and travel shows that feature your product travellers, but not “group travellers”) and the finding their or region. Destinations More likely to travel close to home. Less likely to have visited Canada in the past. Most interested in own path. • Local flavours, mingling with locals, beautiful landscapes, coastal scenery, exploring vibrant cities close to nature, visiting protected sites, historical and cultural attractions. Less interested in Entertainment experiences, guided group tours, luxury resorts, golf, boating, hands-on learning. them the stories of the region. Then, since they enjoy groups socializing and having fun, especially against spontaneity and travelling at their own pace, provide a backdrop of beautiful landscapes or local historical them with maps to get to those special places where or cultural landmarks. Use messaging that captures their values. They are skeptical of advertising, so make sure you can back locals and other travellers to share stories—it will give up what you say. Testimonials from real people (and them ideas and provide an opportunity to meet others. recommendations from people they know) will have And if you have or know of a great local hangout nearby, more weight. the area. Play to their natural curiosity and desire to be in control. Train your staff to put an emphasis on friendliness, as well as to be on the ready to give advice on interesting local sites when approached. 27 The Explorer Quotient Worksheets • Provide opportunities for them to come together with suggest they stop in to find out what is happening in • Help them visualize themselves in the experience. Use inspiring imagery that focuses on people in history was made. • • Identify and emphasize the history of your area. Tell China Personal History Explorers 10% Travel Values • • Interested in understanding how their Rational ancestors lived. Little interest in acting on impulse or Want to be able to stand in the place where history happened and touch the relics of time. • Want to strengthen their children’s ties to their roots. 45% 55% Average Occupation Office/retail/service and trades Household Income Below average Married, more likely to have children Age 18 25 35 45 28 The Explorer Quotient Worksheets 55 passing emotions. Individuality Find purpose and comfort in nurturing their individuality. Personal Control • Believe it is safer to travel with others. • Would prefer to save money where they can. complexity and risk. • Prefer rigorous itineraries so they can Discount Consumers see everything. In the hunt for the best deal, not the biggest Need to manage their daily lives to mitigate name brand. Education Lifestage Social Values 65 + Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with others from China, this type uses the internet match to the interests of Chinese Personal History as a tool of choice for travel research. Your website is Vacations Explorers? They like to immerse themselves in nature, the gateway to your business, so make sure that its Frequent trips of short durations. often in combination with the cultural aspect of city content stresses your Personal History Explorer product exploration. These Chinese travellers are keen to pursue strengths—and that it is written with simple language outdoor activities in the natural settings of Canada, and and keywords (e.g. heritage, national parks, learning, will focus on heritage sites and national parks. culture, lifestyle, etc.) that are friendly to search engines. Destinations Travel close to home. Few have visited Canada before, as the visa policy is a constraint. • Most interested in Cities close to nature, Aboriginal culture, rivers/ waterfalls, beautiful landscapes, parks/heritage sites, Canadian festivals, Canadian culture, outdoor adventure, Canadian winter, combining business with pleasure. Less interested in • Shopping, Canada’s small towns. Enhance your emphasis on history or culture. For a local genealogy society or museum to add interpretive beautiful backdrops of nature and focuses on people materials or tours that encourage exploration and experiencing national parks, the local culture, and discovery around local history. A restaurant could add heritage sites. Your imagery should highlight the framed archival photographs to its walls and feature natural setting and bring the experience to life in local cuisine on its menu. a convincing way. Chinese Personal History Explorers favour seeing Use messaging that addresses their values, in particular their need for control (e.g. let them see scheduled complementary supplier if you don’t offer your own, and itineraries) and great deals. local community. Check your business amenities—these Personal History Explorers are more likely to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. Chinese Personal History Explorers are looking for the best deal. Brand is less important, so focus on providing them with a great experience at a good price. 29 The Explorer Quotient Worksheets • Canada via guided group tours. Partner with a sites, but also festivals and events that showcase the • Help them visualize themselves in the experience. Feature inspiring imagery that brings together the be sure to include not only key heritage and cultural • • example, if you run an attraction, consider working with France Free Spirits 9% Travel Values Constant travellers who travel mainly to get Confident away from real life, and plan at least one trip per High Financial Security, Personal Control, year to allow them to do this. Adaptability to Complexity and Adaptive Navigation. Don’t want to make travel plans or follow Upward Striving others’ schedules. High Social Mobility and Entrepreneurialism. • Want to have fun and be indulgent in their travel. Impulsive • Don’t want to wait at home. They have a • • constant need to travel, and the internet is no substitute. • 38% These travellers are not afraid to venture into the unknown. They will not be constrained to 62% “tourist” schedules or destinations, but will chart their own courses. Education Average Occupation Students or FT white collar Household Income High Single Lifestage Age 18 25 35 45 30 The Explorer Quotient Worksheets 55 65 + Social Values Importance of Spontaneity drives their Penchant for Risk, Intuition and Impulse, Buying on Impulse and Sexual Permissiveness. Flashy Consumers Their Need for Status Recognition drives Aesthetics, Concern for Appearance, Joy of Consumption, Pursuit of Novelty and Importance of Brand. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • Free Spirits from France consider the internet the match to the interests of French Free Spirits? In addition tool of choice for travel research and booking. Your Vacations to Canada’s beautiful landscapes, they enjoy luxury website is the gateway to your business, so make Trips are often weekend getaways. Travel to get holidays, first-class resorts, spas/wellness, and going sure that its content stresses your Free Spirit product away, relax, and recharge. to sporting events. They will want to experience the strengths—and that it is written with simple language local lifestyles and flavours, and are keen on outdoor and keywords (e.g. pampering, spa, beautiful scenery, adventure such as skiing and kayaking or canoeing. outdoor adventure, luxury, etc.) that are friendly to Destinations Stay at resorts and luxury/boutique hotels. • Most interested in (e.g. your local DMO’s site) as well as your own. resort, create appealing packages that combine entertainment/sports events, beautiful landscapes, lift tickets, spas/wellness, great cuisine, and luxury cities close to nature, local flavours and lifestyles, outdoor adventure, winter activities/scenery, shopping, combining business and pleasure. Less interested in • historical and cultural attractions, Aboriginal culture hands-on learning. product. Use inspiring imagery that focuses on people having fun, socializing, engaging in an outdoor activity, activities, put together a package that includes a or relaxing, especially against a backdrop of beautiful kayak tour. landscapes, local landmarks, shopping, or vibrant city scenes. Combine forces with a complementary tourism • Use messaging that engages their senses, stressing major sporting, entertainment, or other special events, social values like upward mobility, spontaneity, and and featuring first-class meals, accommodation, concern for appearance. Check your business amenities—Free Spirits make use of the internet and are more likely to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. • Help them visualize themselves experiencing your conducive to kayaking or other summer adventure and transportation. • • accommodations. Likewise, if your resort is in a location operation to put together special packages around and attractions, observing wildlife, small towns, Adapt your service offer to increase value perceptions. Train your staff to be ready to direct them to the best local attractions, landmarks, shopping, restaurants, and nightlife. 31 The Explorer Quotient Worksheets make sure your product is on other regional websites adventures. If your product is in or near a ski Luxury resorts, spas and pampering, Guided group tours, heritage sites, parks, search engines. They look at websites for the region so French Free Spirits are drawn to Canada’s outdoor France Cultural Explorers 17% Travel Values • Always excited about the next trip. • Deep desire to engage with the locals and learn their customs and languages. 57% Personal Challenge Risk-taking, with Adaptive Navigation, these travellers easily figure how to make the most of a situation. • Desire freedom and spontaneity. • This segment seeks an authentic experience Believe in modern notions of Family, Gender, and and are willing to experience uncomfortable Heterarchy. Deep interest in Cultural Sampling and amenities and modes of travel. Racial Fusion. They will not be constrained to “tourist” Energetic Creativity schedules or destinations, but will chart their Pursuits are driven by Vitality and Spontaneity own courses. with a Need for Personal Creativity and • 43% Social Values • While cautious, these travellers are not afraid to venture into the unknown in pursuit of discovery. Open-Minded Personal Expression. No Desire to Impress Low Need for Status Recognition, allowing them Education University or higher Occupation FT work, some students to be Discount Consumers with low Importance of Brand. Household Income Average Some alternative sexual orientations; some concentrated in Southwestern France Lifestage Age 18 25 35 45 32 The Explorer Quotient Worksheets 55 65 + Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with other French travellers, this type uses the match to the interests of French Cultural Explorers? In internet as a tool of choice for travel research. Your Vacations addition to Canada’s prime motivator—nature—cultural website is the gateway to your business, so make sure Takes the most vacations, especially experiences are very important to this group. They love that its content is current, stresses your Cultural Explorer weekend getaways. to absorb the local flavour of their destinations, including product strengths, and is written with simple language local lifestyles and Aboriginal culture when they can find and keywords (e.g. Canadian culture/history/lifestyles, it. Observing wildlife and soft adventures like hiking and Aboriginal, learning, unspoiled nature, hiking) that are trekking are great options for Cultural Explorers from friendly to search engines. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. France. Self-touring is the preferred mode for exploring, Information allowing them to enjoy landscapes, parks and small Relies heavily on travel guides/books, towns at their own pace and level of detail. The Cultural specific websites. Explorer will choose simple accommodation over any • For example, a country inn could add an authentic Most interested in cultural clothing product line to its offer by partnering Self-touring to access local lifestyle and flavour, with a Canadian Aboriginal designer. Aboriginal culture/attractions, beautiful landscapes, water, parks/heritage sites, wildlife, outdoor • feature parks and local activities. Less interested in • group tours. Use your seasonality calendar to note local festivals and prime wildlife-viewing times (if applicable). luxury resorts, pampering and spas, skiing/ snowboard, golf, kayaking/canoeing, guided If your product offering includes small towns, ensure you include travel routes with stops along the way that adventure, hiking and trekking, small towns. Entertainment, shopping, major sports events, Enhance your emphasis on culture and local flavour. • Adapt your service offer to increase value perceptions. Orient your staff to opportunities for observing Canadian culture through people and local experiences, and ensure staff can provide insider tips such as where local wildlife is most commonly spotted. 33 The Explorer Quotient Worksheets Help them visualize themselves in the experience. Feature inspiring imagery that focuses on people admiring attractions, enjoying cultural events, and experiencing the natural environment. type of luxury resort. Canada Most likely to consider a future visit. • • Use messaging that engages their senses, stressing social values like cultural diversity, personal creativity, and making the most of a situation. France Cultural History Buffs 9% Travel Values • • Travel is the final stage of learning all one can Connected and Caring about a place, time or history. High Networking and Attraction to Crowds. Deep desire to see history in its modern context, engaging with locals and learning their customs and languages. • Willing to visit “must-see” destinations as well as more obscure ones. • Like organized/guided tours that leave the decision-making to others. • 47% They like to share their travel experience with others, and strive for travel memories. 53% • Feel that luxury detracts from authentic experiences. Education Average Occupation Retired, professional/manager • Household Income Above average Empty nesters; many have lived in a foreign country Lifestage Age 18 25 35 45 34 The Explorer Quotient Worksheets 55 65 + Social Values Want some structure and planning. High Everyday Ethics, Social Responsibility, and Civic Engagement Open-Minded Believe in modern notions of Family and Gender. Embrace Multiculturalism and Culture Sampling. Careful Shoppers High Discriminating Consumerism, Ethical Consumerism and Brand Apathy. Travel Behaviours Product Development Tips • Audit your product offering: are its strong points a match Marketing Tips • As with other segments from France, this type uses to the interests of French Cultural History Buffs? In the internet as a tool of choice for travel research. Your Group travel addition to Canada’s pristine natural beauty, this group website is the gateway to your business, so make sure Often in groups of six or more. seeks opportunities to experience the culture hands- that its content is current, stresses your Cultural History on in an effort to learn and grow. They love to absorb Buffs product strengths, and is written with simple the true lifestyle of their destinations, and are keen on language and keywords (e.g. Canadian culture and/ discovering Aboriginal culture as well. These travellers or history or lifestyles, Aboriginal, learning, unspoiled have a preference toward guided group tours as a good nature, etc.) that are friendly to search engines. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. Destinations way to learn about the people and the history. They More likely to fly to distant destinations. Travel in tend to focus on simple accommodations that provide organized groups, and are most likely to stay in the chance to be closer to the locals and experience hostels. Most likely to have visited Canada, and Canadian hospitality first-hand. likely to visit in the future. • history. Ensure your product offering includes learning- Aboriginal culture and attractions, local lifestyles, based tours, or collaborate with a complementary Canadian hospitality, beautiful landscapes, rivers operator that focuses on exploration of the local history and waterfalls, cities close to nature, guided group and culture. • If you have a food service in your product mix, consider Less interested in partnering with a local supplier to offer cooking Entertainment, shopping, major sports events, classes with historical and/or cultural significance luxury resorts, pampering/spas, skiing/ (e.g. a full-course French-Canadian meal or traditional snowboarding, golfing, fishing/hunting, relaxing Aboriginal food). and rejuvenating. • Review your service offer to ensure it emphasizes value perceptions that are key to the Cultural History Buffs. Orient your staff toward hands-on opportunities to experience Canadian culture, and towards venues and vehicles for learning about the history. 35 The Explorer Quotient Worksheets 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 the spectacular Enhance your emphasis on learning about culture or Most interested in tours, hands-on learning. • natural environment. • Use messaging that engages their senses, stressing social values like ethical consumerism, family, and civic engagement. Germany Free Spirits 11% Travel Values • • Love to travel and always thinking about Confident but Stressed where to go next. High Adaptability to Complexity and Personal Prefer to travel in groups for the social aspect, so they have others to converse with. • Deep-rooted interest in culture and history, including their own ancestral culture. However, they feel intellectually satiated after visiting all the “must-sees.” • Seeking a break from the responsibilities of home; their vacation is an excuse to relax. 42% • 58% Average Occupation FT professional/manager or office/retail/service Empty nesters; many living in eastern Germany Age 18 25 35 45 36 The Explorer Quotient Worksheets but strong Time Stress and low Financial Security underline some issues. Striving for Happiness High Happiness and Pursuit of Novelty denotes a driving desire to find all kinds of avenues to ensure their lives are never dull. Celebrate Events High Discerning Hedonism means these travellers seek out pleasures in life, especially for Celebrating accommodations, nor having to adjust to Passages and Meaningful Moments. Careful Shoppers High Discriminating Consumerism denotes an Household Income High Lifestage Challenge means they are confident in their ability, They do not mind the challenge of low-scale local conditions. Education Social Values 55 65 + attention to detail, although they do feel the Importance of Brand. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • The internet is a tool of choice for travel research and match to the interests of German Free Spirits? In booking, particularly for Free Spirits. Your website is the Vacations addition to Canada’s beautiful landscapes, they enjoy gateway to your business, so make sure that its content Travel often, and to far-off destinations. Most likely luxury holidays, first-class resorts, spas/wellness, and stresses your Free Spirit product strengths—and to visit Canada in the future. the opportunity to engage socially and experience that it is written with simple language and keywords the local lifestyle. They are also keenly interested in (e.g. pampering, spa, wellness, beautiful landscapes, Aboriginal culture, as well as parks and heritage sites, exploration, luxury, etc.) that are friendly to search and are open to learning and exploring, especially as engines. Free Spirits are likely to book online so your part of a group tour. site should offer a booking engine or clear directions for Group travel Travel in organized groups, on guided group tours or all-inclusive packages. Luxury accommodations • Like to be pampered; spa/wellness component how to book. Government and bureau websites are also German Free Spirits are drawn to Canada’s beauty, in used, so be sure that your product offering is prominent particular landscapes, rivers, waterfalls and parks. If is key. and thoroughly presented. your offering includes a natural attraction or is near a German Free Spirits rely on television and various forms Most interested in key tourist landmark, be sure to include group tours or Aboriginal culture, local lifestyles, historical/cultural day trips within appealing packages. Design product of print references in their travel planning, including attractions, landmarks, parks/heritage sites, packages that combine these tours with spas/wellness, books, newspaper, and magazines. Given the visual beautiful landscapes, luxury resorts and spas, great cuisine, and luxury accommodations in order to appeal of Canada, be sure you have a strong collection relaxing and rejuvenating, learning and exploring. touch on the key interest areas of Free Spirits. of high-quality imagery of your product offerings. This Less interested in • • will help the Free Spirits visualize themselves in the Combine forces with a complementary tourism Fishing and hunting, golf, winter scenery and operation to put together special group tours that activities, skiing/snowboarding, kayaking/ feature the opportunity to learn and explore. This could canoeing/sailing. include a focus on the Aboriginal community, historical experience. Use inspiring imagery that focuses on people having fun or relaxing, against a backdrop of beautiful landscapes, local landmarks, shopping or vibrant city scenes. Use messaging that engages their culture, or aspects of the local lifestyle. The offering senses, stressing social values like striving for happiness should also feature luxury accommodation where the and pursuit of novelty, while also catering to their time Free Spirits will be pampered. • Be sure your service offering focuses on value perceptions. Train your staff to be ready to direct Free Spirits to the best local attractions, landmarks, restaurants, and nightlife. Word of mouth is a primary form of travel research for German Free Spirits. 37 The Explorer Quotient Worksheets and financial stresses. • Learning and exploring is a motivator of this group. Seek out opportunities to combine your product offering with local learning environments or learning events. Topical components for the Free Spirits could include a range from wellness to local culture. Germany Cultural Explorers 14% Travel Values • • Want an in-depth discovery of a culture’s Confident and in Control traditions, customs, history, and Strong Adaptability to Complexity and Personal natural wonders. Control, combined with a low Fear of Violence, Enthused travellers who are always thinking of the next trip. • Need to get away from duties back home. • Low-maintenance travellers who do not feel threatened while in a foreign location. • 50% • Average Occupation Work FT; some stay-at-home and unemployed Household Income Average Some alternative sexual orientation; some have lived in a foreign country Lifestage Age 18 25 35 45 38 The Explorer Quotient Worksheets 55 65 + Driven for Self-Fulfillment Driven by their search for Happiness, NeoRomanticism and an Interest in the Unexplained. Embracing Other Cultures High Willingness to Immigrate and Racial Fusion indicate a desire for permanent connection with based, group-tour formats will constrain these other cultures. Not looking to be pampered or to take on exhibitionist behaviours. Education enable their Penchant for Risk. The superficiality and rigidity of checklistspontaneous travellers. 50% Social Values Travel Behaviours Product Development Tips • Audit your product offering: Are its strong points a Marketing Tips • The internet is a tool of choice for travel research match to the interests of German Cultural Explorers? for German Cultural Explorers. Your website is the Vacations Their product tastes are similar to German Free Spirits gateway to your business, so make sure that its content Travel frequently. Some have visited Canada in and Authentic Explorers in terms of interest in local is current, stresses your Cultural Explorer product the past; many are interested in a future visit. cultural and the appeal of the landscapes and natural strengths, and is written with simple language and beauty of Canada. German Cultural Explorers are keywords (e.g. unspoiled nature, wildlife and adventure, differentiated by an interest in wildlife experiences. hospitality, culture/history/lifestyles, aboriginal, learning, They are interested in nature and outdoor adventure, etc.) that are friendly to search engines. In addition to Most interested in even if it means roughing at times. Cultural Explorers general searches, government and bureau websites are Unique culture, meeting Canadians, Canadian are keen on meeting Canadians and getting to know also used by this group, so be sure that your product hospitality, Aboriginal culture, local lifestyles and them first-hand—therefore they prefer self-touring over offering is prominent and well presented. flavour, beautiful landscapes, rivers and waterfalls, guided tours. Accommodations Stay in low-cost pensions, hotels or hostels. wildlife, self-touring. • German Cultural Explorers rely on travel guidebooks as Find out in advance when festivals and events will be part of their travel planning. Given the visual appeal of Less interested in taking place in your region and promote complementary Canada, be sure you have a strong collection of high- Luxury/pampering/spas/wellness, major events, aspects of your product—take advantage of the quality imagery of your offerings. This will help Cultural entertainment experiences, shopping, combining German Cultural Explorer’s draw to Canadian festivals, Explorers visualize themselves in the experience. Use business with pleasure, skiing/snowboarding, golf, hospitality, or cuisine. inspiring imagery that focuses on people experiencing guided group tours. • • nature and wildlife and people engaging with each other Enhance your emphasis on culture or history. For locally, all using backdrops of beautiful landscapes, example, a country inn could add an authentic cultural landmarks, and cultural settings. clothing product line to its offer by partnering with a Canadian Aboriginal designer. • If you have a food service in your product mix, consider offering menus that have historical and cultural significance (e.g. a full-course French-Canadian meal) or follow the “100-mile rule” for ingredients. • Adapt your service offer to increase value perceptions: orient your staff to talk about your product from a local’s perspective, including tips on local hotspots or out-ofthe way places the locals frequent. 39 The Explorer Quotient Worksheets • Use messaging that engages their senses and stresses their travel and social values, like an interest in the unexplained, risk-taking, or embracing other cultures. Germany Authentic Experiencers 14% Travel Values • • • • 39% 61% Social Values Driven by a need to experience a culture from Confident, but not Ambitious a local’s perspective; they take on customs, Believe in their Adaptability to Complexity and languages, and ways of life as legitimately as Personal Control, yet they do not have a strong they can. sense of Personal Challenge. They will look to gain an in-depth and Internationalist and Inclusive comprehensive knowledge of a destination’s Reject National Pride for Global Consciousness, history if it matches their interests. holding inclusive views on gender and ethnicities. Prefer to travel on their own; other tourists Unconcerned about Image stick to the beaten path and detract from the Low Propriety, Need for Status Recognition, and authentic experience. Concern for Appearance mean little interest in Locals do not live in luxury hotels and gated impressing others. resorts, so they have not intent to stay Dislike Shopping there either. With low Joy of Consumption, they don’t buy products to impress others. Education Highest Occupation Retired; professional/manager Household Income Highest Empty nesters; many have lived in a foreign country Lifestage Age 18 25 35 45 40 The Explorer Quotient Worksheets 55 65 + Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points Marketing Tips • Authentic Experiencers use the internet for travel a match to the interests of German Authentic research, and in some cases to make bookings. A Vacations Experiencers? In addition to Canada’s greatest tourism strong presence of your company on government Travel often, and to far-off destinations. draw—unspoiled nature—they seek to totally absorb the and bureau websites is key to being considered in the local lifestyle and prefer more authentic, down-to-earth travel planning stages. Your website is the gateway to experiences, uninterrupted by guided tours. German your business, so make sure that its content stresses Authentic Experiencers are fulfilled by immersing your Authentic Experiencer product strengths—and Travel sources themselves in the local culture, and are spontaneous that it is written with simple language and keywords Use a wide array of sources to inspire their next and confident enough to do this independently. In (e.g. authentic Canadian culture/history/lifestyles, trip, as well as for in-depth research. addition to the local lifestyle, they are also interested in Aboriginal, learning, unspoiled nature) that are friendly historical and cultural attractions as well as Aboriginal to search engines. Accommodations Least likely to stay in luxury hotels. Canada culture. They are not attracted to luxury resorts, spas, Most likely to have visited. Most interested in or entertainment experiences. • Local lifestyles, Aboriginal culture, beautiful landscapes, historical/cultural attractions, landmarks, parks and heritage sites, learning and exploring, self-touring. Less Interested in Luxury resorts/pampering/spas, festivals and visualize themselves in the experience. Use inspiring imagery that focuses on people enjoying themselves, opportunities to go in-depth and participate in culture. eating authentic foods, conversing with locals, and For example, combine forces with an Aboriginal tourism exploring “off the beaten path.” If your business is in a small town, find out in advance promote complementary aspects of your product. Take and hunting, guided group tours. advantage of the German Authentic Explorer’s desire to experience an authentic local event and go beyond the surface of a destination. • Adapt your service offer to increase value perceptions. Train staff to serve up a hearty dose of Canadian hospitality, and have them talk about some of their favourite places—places where the Authentic Experiencer will find something they otherwise wouldn’t! 41 The Explorer Quotient Worksheets ensure you have quality imagery available. Help them for opportunities to learn and grow, try to provide when festivals and events will be taking place and then sporting events, entertainment experiences, fishing The Authentic Experiencers also rely on books, so Since German Authentic Experiencers are looking attraction to offer authentic cuisine and story-telling. • • • Use messaging that stresses internationalism, as well inclusion of genders and ethnicities. Japan Free Spirits 12% Travel Values • • Travel when they feel the need for a break from Optimistic Individuals the real world and to get away from it all. Confident about getting ahead in life, and feel Want to indulge and pamper themselves in a way they can’t at home. • Like to talk about their travel day with others who have shared similar experiences. • Live for travel and are always on the lookout for information and ideas on where to travel next. • Like to impress friends and family with the famous places and landmarks they have seen. 38% Also, like to visit places that are frequented 62% by celebrities. • Average Occupation Stay-at-home or office/ retail/service at home. • Younger, live at home Age 18 25 35 45 42 The Explorer Quotient Worksheets 55 65 Enjoy spending money to travel, and don’t like to just leave the organizing up to their spouses. Household Income Highest Lifestage Have no problem trying the local cuisine, even if it’s a far stretch from what they are used to Education + Social Values in control of their financial future. Untraditional Views Believe women are the superior gender in society, also believe in the idea of Flexible Gender Identity. Open to Diverse Cultures Like to experience the customs and cultures of other people. Enjoy Shopping, Advertising High Joy of Consumption and Ostentatious Consumption make them label-conscious shoppers. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many from Japan, this type uses the internet as match to the interests of Japanese Free Spirits? This a tool of choice for travel research. Your website is the Vacations type is often younger and seeks to escape through gateway to your business, so make sure that its content Travel regularly; most likely to prefer travelling travel. In addition to Canada’s beautiful landscapes, stresses your Free Spirit product strengths—and that someplace new. they enjoy luxury holidays, first-class resorts, and it is written with simple language and keywords (e.g. shopping. Visiting famous places is a status symbol, luxury, activity, beautiful scenery, lifestyle, culture, etc.) so seeing major Canadian attractions and landmarks that are friendly to search engines. Many Japanese is a key motivator for visiting. In their quest for fun and people access the internet via mobile phones, so check adventure, they will enjoy winter activities and scenery, to be sure your website is compatible. Group travel Most likely to travel as part of an independent group tour. likely as part of a ski resort stay. Accommodations Most likely to stay in resorts. • Help them visualize themselves in the experience. Japanese Free Spirits are drawn to Canada’s winter Use inspiring imagery that brings together the beautiful Canada sports. If your offering is in or near a ski resort, backdrops of nature with people enjoying activities, Among those most likely to consider visiting create appealing packages that combine luxury local landmarks, shopping, or vibrant city scenes. Canada in the future. accommodations, great cuisine, lift tickets, and other Your imagery should bring the experience to life in a activities that highlight Canada’s winter experience. convincing way. • Most interested in Local flavours, rivers/waterfalls, beautiful • Japanese Free Spirits are social and keen on • Use messaging that addresses their values. For landscapes, parks/heritage sties, historical/ experiencing a little bit of everything. If you have a example, as label-conscious shoppers they are cultural attractions, luxury resorts, entertainment touring product, feature guided tours of the local tourist interested in brand names. Or, talk-up the customs in experiences, attractions/landmarks, cities close hot spots or unique shopping areas in your city. your region and how you apply them. to nature, shopping, winter activities/scenery. • Combine forces with a complementary tourism • Travel consultants and tour operators are popular for Less interested in operation to put together special group packages for both researching travel and booking. Be prepared Golf, local lifestyles, hands-on learning, Canadian major sporting, entertainment, or other special events, to work with the travel trade; ensure your product is hospitality and culture, learning/exploring. and featuring first-class meals, accommodation, accessible and easy to book, and that your commission and transportation. structure and payment policy are competitive. • Adapt your service offer to increase value perceptions, particularly relating to culture and lifestyle. Train your staff to promote Canada’s pristine nature along with some of the cultural and historical experiences. Prepare your team to direct Japanese Free Spirits to the best of cosmopolitan cities, attractions, landmarks, restaurants, and nightlife. 43 The Explorer Quotient Worksheets Japan Personal History Explorers 14% Travel Values • • • • More interested in understanding how their Pessimistic Individuals ancestors lived than in experiencing the culture Low Financial Security and little desire to as it exists now. advance socially. High security concerns, so they feel more Competitive comfortable travelling with other people or High Social Individuality means these travellers a guide. like competition and believe it brings out the best Want to experience what it’s like to live as the 41% • Traditional Views history of their chosen destination beforehand. High Religiosity and highly ethical; don’t believe Always on the lookout for information and ideas Do not travel to get away from it all or to not have to deal with worries and obligations back home. Education Average Occupation Retired, some professionals • want or expect the very best there is to offer. Age 18 25 35 45 44 The Explorer Quotient Worksheets 55 Comfortable adjusting to the unfamiliar, so they don’t need the comforts of home, also don’t Empty nesters Lifestage Do not have a desire to be pampered or have everything taken care of for them. • Household Income Average 65 + in people. locals do; also like to carefully research the on where to go on their next adventure. 59% Social Values that women are the superior gender in society. Enjoy Multiculturalism Open to different cultures and believe they have a great deal to teach. Travel Behaviours Product Development Tips • Audit your product offering: Are its strong points a Marketing Tips • As with many from Japan, this type uses the internet match to the interests of Japanese Personal History as a tool of choice for travel research. Your website is Destinations Explorers? They enjoy a mix of both nature and culture, the gateway to your business, so make sure that its Travel to a wide variety of destinations. and will focus on heritage sites and national parks. content stresses your Personal History Explorer product While Canada’s beautiful landscapes are a prime strengths—and that it is written with simple language motivator, cultural/historical attractions are also a top and keywords (e.g. heritage, national parks, learning, priority. They like to travel in groups, and are happy with culture, lifestyle, etc.) that are friendly to search engines. a comprehensive guided tour schedule; this ensures Many Japanese people access the internet via mobile Accommodations they will see at least a little bit of everything their phones, so make sure your website is compatible. Least likely to stay in resorts or with friends. destination has to offer. While open to a quick hike at a Group travel Most likely to travel in groups of six or more; more likely to travel in an organized group. national park, they typically stay away from strenuous Canada • Most interested in Historical/cultural attractions, beautiful culture, and heritage sites. Imagery should highlight example, if you run an attraction, consider working with the natural setting and bring the experience to life in a a local genealogy society or museum to add interpretive convincing way. discovery around local history. A restaurant could add flavours, guided group tours, hiking/trekking, • need more convincing regarding the value associated local cuisine on its menu. attractions/landmarks. • Less interested in Luxury resorts, entertainment experiences, skiing/ complementary supplier if you don’t offer your own, snowboarding, kayaking/canoeing, fishing/hunting. and be sure to include not only key heritage and cultural sites but also festivals and events that showcase the local community. • with the trip. You can also focus on their openness to Japanese Personal History Explorers favour seeing Canada via guided group tours. Partner with a Adapt your service offer to increase value perceptions, particularly related to Canadian heritage and culture. Orient your staff to local history and culture so that they can give visitors tips on local historical landmarks. Use messaging that addresses their values. For example, their low financial security may mean they framed archival photographs to its walls and feature Canadian festivals/culture, cities close to nature, 45 The Explorer Quotient Worksheets of nature with people enjoying national parks, the local Enhance your emphasis on history or culture. For materials or tours that encourage exploration and landscapes, parks and heritage sites, local Help them visualize themselves in the experience. Use imagery that brings together the beautiful backdrops outdoor activities. Among those most likely to have visited before; positive about intention to visit in the future. • learning about different cultures. • Travel consultants and tour operators are popular for both researching travel and booking. Be prepared to work with the travel trade; ensure your product is accessible and easy to book, and that your commission structure and payment policy are competitive. Japan Cultural History Buffs 16% Travel Values • Prefer to go with the flow and let things unfold Live Life the Fullest spontaneously, instead of following other Like to appreciate the good things in life. people’s schedules. • Strive for Gender Parity in the workplace, and off the beaten path. Also, they believe it is believe in the ideas of Flexible Families and Flexible enriching to be exposed to others by engaging Gender Identity. own environment. • 57% 43% • Highest Occupation Professionals • Age 18 25 35 45 46 The Explorer Quotient Worksheets on the community, and believe we can learn a lot from these cultures. Live for travel and tend to start thinking about Dislike Shopping their next adventure as soon as they get home Low Joy of Consumption, while not consciously from their last one. seeking out brand name products. Don’t want everything organized for them, nor Comfortable adjusting to the unfamiliar, and do not want the best there is on offer. Younger singles Lifestage 55 65 + See the benefits a mix of different cultures has linked to their favourite hobbies or topics. or a guide. Household Income Higher Accepting of Diverse Cultures Always make an effort to visit places that are do they feel safer travelling with other people Education Untraditional Views Like to learn the local language, and get in their customs, routines, and rituals in their • Social Values Travel Behaviours Product Development Tips • Audit your product offering: Are its strong points a Marketing Tips • Your website is the gateway to your business; make match to the interests of Japanese Cultural History sure its content stresses your product strengths for Vacations Explorers? In addition to Canada’s pristine natural this type. Use simple language and keywords (learning, Travel as much as possible, and for the longest beauty, this group seeks out destinations of historical Canadian culture, Canadian hospitality, Aboriginal periods (two or more weeks at a time). and cultural significance. They prefer opportunities to culture, outdoor adventure, etc.) that are friendly to experience the local culture hands-on in an effort to search engines. Many Japanese people access the learn and grow. They love to absorb the true lifestyle internet via mobile phones, so check to be sure your of their destinations, and are keen on discovering website is compatible. Group travel Least likely to travel as part of an all-inclusive package. Aboriginal culture. These travellers are more likely to opt Destinations for independent touring so that they have the freedom Travel to the widest range of destinations, to observe and absorb at their own pace. They tend especially North America and Western Europe. to focus on simple accommodation that provides the • Enhance your emphasis on learning about culture or history. Ensure your product offering includes learning- Most interested in • If you have food service in your product mix, consider beautiful landscapes, cities close to nature, partnering with a local supplier to offer cooking classes hands-on learning. with historical or cultural significance (e.g. a full-course French-Canadian meal or traditional Aboriginal food). Less interested in • Japanese Cultural History Explorers enjoy nature and the outdoors to some extent, so if your product allows, luxury resorts, spas. or if you can partner with a complementary provider, offer experiential hands-on opportunities to take-in the natural surroundings. • Review your service offer to ensure it emphasizes value perceptions that are key to the Cultural History Explorers. Orient your staff toward hands-on opportunities to experience Canadian culture, and towards venues and 47 The Explorer Quotient Worksheets the natural setting and bring the experience to life in a convincing way. • vehicles for learning about the history. Use messaging that addresses their values. For example, this type is open to diversity and appreciates the good things in life. that focuses on exploration of the local history and culture. Canadian hospitality, Aboriginal culture, historical/ Guided group tours, golf, entertainment, shopping, local culture hands-on. Your imagery should highlight based tours, or collaborate with a complementary operator Self-touring, local flavours and lifestyles, cultural attractions, parks and heritage sites, backdrops of nature with people experiencing the Canadian hospitality first-hand. Among those most likely to consider visiting in Help them visualize themselves in the experience. Use inspiring imagery that brings together the beautiful chance to be closer to the locals and to experience Canada the future. • • Travel consultants and tour operators are popular for both researching travel and booking. Be prepared to work with the travel trade; ensure your product is accessible and easy to book, and that your commission structure and payment policy are competitive. Mexico Free Spirits 10% Travel Values • Pleasure-seekers with hectic lives, they love to Pursuit of Novelty be pampered as much as their budgets allow Want to do what’s new and trendy. and to escape responsibilities for pure fun. • Interested in opportunities to meet new people, about their next adventure, so their eyes and socialize with friends. Novelty-seekers, they don’t want to be tied to an itinerary (yet they can’t resist travel companions). • Want to make a splash and “go crazy” wherever they go. 34% 66% • Nobody wants to be uncomfortable, but these young adventurers don’t want to be coddled with the generic and familiar—they’d rather Education High Occupation Students take a risk. Household Income Average Young singles Lifestage Age 18 25 35 45 48 The Explorer Quotient Worksheets 55 65 + Highly Social These restless explorers are always thinking ears are always open for travel tips and ideas. • Social Values • Want to have the most fun—not the biggest bill. • Not anxious about health and safety. Flexible, Tolerant Feel best in live-and-let-live environments. Ecological and Social Responsibility Value ecological protection, social justice. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with all Mexican travellers, this type uses the internet match to the interests of Mexican Free Spirits? These as a tool for general travel research. Your website is the Vacations fun seekers are prime for unique outdoor adventure; gateway to your business, so make sure that its content Average five trips in the past year; mostly one with their keen interest in skiing and snowboarding, stresses your Free Spirit product strengths—and that or two days, with one trip a week or longer. Canada is a perfect choice. Given their interest in it is written with simple language and keywords (e.g. entertainment and local flavour, the après ski might be fun, outdoor adventure, beauty, escape, etc.) that are as inviting to them as the actual skiing! These younger friendly to search engines. Mode of travel Above average on ships/cruises, below average travellers will also enjoy Canada’s pristine beauty, but on trains. prefer to be close to a city where they can take in the Travel consultants are often a popular choice for information and booking, so ensure that local flavour and the novelty of the culture. Accommodations More likely to stay with friends. • your product is attractive to the travel trade with Free Spirits from Mexico are drawn to Canada’s competitive commissions and accessible, convenient Destinations outdoors, especially winter sports. If your product is booking avenues. Close to home, preferring Central and in or near a ski resort, create appealing packages that South America, as well as outdoor combine lift tickets with fun entertainment and group adventure destinations. activity. As younger travellers, budgets may be limited, • so be sure to tailor packages accordingly and focus on Information the fun, social, and adventure aspects. Many sources, especially travel TV and magazines. Influenced by stories about where • celebrities vacation. close to nature, outdoor attractions, skiing/ • Adapt your service offer to focus on information and what’s new. Train your staff to be ready to direct these entertainment, learning and exploring. travellers to the best outdoor adventures and the most Self-touring, combining business with pleasure. 49 The Explorer Quotient Worksheets a backdrop of pristine natural landscapes or vibrant city scenes. Use messaging that stresses their travel socializing with friends, and a “live and let live” attitude. snowboarding, kayaking/canoeing/sailing, Less interested in fun, adventuring, and enjoying novel activities against and social values, like things that are new or trendy, adventure, novelty, and escape. flavours, historical and cultural attractions, cities Use inspiring imagery that focuses on people having operation to put together special group packages for sporting events, or other special events that focus on Beautiful landscapes, rivers and waterfalls, local Help them visualize themselves in the experience. Combine forces with a complementary tourism singles around outdoor pursuits (including skiing), major Most interested in • vibrant social and nightlife venues. Also, provide your staff with events calendars so that they can give advice on entertainment and events. Mexico Ostentatious Travellers 10% Travel Values • • • Want to share fun and new experiences Pursuit of Novelty with friends. Following trends, keeping up. Want to get away from day-to-day life to have Shopping fun and recharge. Love to shop—both for the experience and Prefers for things to be arranged in advance, as with an all-inclusive resort. • Want to attract attention wherever they go—whether at home or on a trip. • Don’t want to spend time worrying about what to do next—they want a plan, preferably one 42% they don’t have to make themselves. 58% • Education Low Occupation Unemployed, stay-at-home Household Income Average Young singles Lifestage Age 18 25 35 45 50 The Explorer Quotient Worksheets 55 65 + Social Values More interested in the new than the old. the loot. Living Virtually Deeply engaged with popular culture through movies, television, and video games. Traditional Family Though young and fun-loving, this segment is old-fashioned when it comes to gender roles and family models. Travel Behaviours Product Development Tips Marketing Tips Audit your product offering. Is it strong in what interests As with other travellers from Mexico, this type uses the the Mexican Ostentatious Traveller? They enjoy luxury internet as a tool for travel research. Your website is the Vacations holidays, first-class resorts, golf, entertainment and gateway to your business, so make sure that its content Travel relatively rarely. spas/wellness. These Mexican travellers will choose the stresses your Ostentatious Traveller product strengths— flavour of the big city over small towns or the adventure and that it is written with simple language and keywords of the great outdoors. Their love for urban pursuits (e.g. pampering, spa, shopping, luxury, events, etc.) that includes sporting events and shopping, and they often are friendly to search engines. • Mode of travel Above average on ships/cruises. Below average on trains and RVs. More likely to stay at resorts, combine business with pleasure trips. Ostentatious all-inclusive. Travellers are interested in trophy sports such as hunting Destinations and fishing; these are often done as part of a luxury Below average on South America, Europe. resort experience. Travel consultants are often a popular choice for information and booking, so ensure your product is attractive to the travel trade, with competitive commissions and accessible, convenient booking avenues. These Ostentatious Travellers’ preferred mode of travel is travellers rely heavily on word-of-mouth for information, Luxury resorts, pampering and spas, golf, through guided group tours. If you have a touring so positive relationships with travel agents are important. entertainment and sporting events, local flavours, product, feature guided tours of the local tourist hot beautiful landscapes, rivers/waterfalls, winter spots or unique shopping areas in your city. Most Interested in scenery and activities, shopping, combining • • business & pleasure, guided group tours. fun, against a backdrop of beautiful landscapes or vibrant to put together special group packages around major city scenes full of life. Less interested in Aboriginal culture, local lifestyles, history and accommodation and spas or shopping. • Work with your local retail community (if applicable), to assemble a local shopping guide and ensure retailers are prepared to assist the Ostentatious Travellers with their personal shopping needs. • Check your business amenities—Ostentatious Travellers are more likely to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. • Adapt your service offer to increase value perceptions. Train your staff to be ready to direct them to the best local attractions, landmarks, restaurants and nightlife. 51 The Explorer Quotient Worksheets inspiring imagery that focuses on people relaxing or having Combine forces with a complementary tourism operator sporting or entertainment events, and featuring luxury culture, learning exploring, self touring. Help them visualize themselves in the experience. Use Use messaging that stresses their travel and social values, like traditional family values, following trends, and the love of shopping. Mexico Authentic Experiencers 12% Travel Values • • Interested in connecting deeply with the past, Ethics and Sustainability being immersed in history. Strong Ecological Concern and Social Want to have authentic experiences in the place they’re visiting; mixing with locals and experiencing the “real thing.” • • 59% 41% • Learning is a major travel motivation, so trips Occupation Professionals • • Empty nesters, some live on their own Lifestage Age 18 25 35 45 52 The Explorer Quotient Worksheets 55 65 + Culturally Curious Strong Culture Sampling, open to the new. No Showing Off Weak on status/consumption trends, they want to These people want to throw themselves into learn and develop personally, not brag to others. new experiences, not just escape their day-to- Room to Improvise day lives. Strong Importance of Spontaneity, they don’t want Want to blend in with locals and have Travel for personal enrichment, not to show others what hotels they can afford. Household Income Higher workers or hurt the environment. will appeal. a travelling road show. Highest Responsibility mean they don’t want to exploit associated with existing personal interests experiences of mutual exchange—more than Education Social Values Want to pursue their own interests, not follow the leader. every minute planned, in life or on trips. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points Marketing Tips • Mexican travellers use the internet extensively for a match to the interests of Mexican Authentic travel research. Your website is the gateway to your Vacations Experiencers? In addition to Canada’s greatest tourism business, so make sure that its content stresses your Short and long trips. Like to add upscale leisure draw—unspoiled nature—they seek opportunities to Authentic Experiencer product strengths—and that travel around work trips. enrich themselves by learning about different lifestyles it is written with simple language and keywords (e.g. and cultures. They enjoy landscapes, parks, and authentic Canadian culture/history/lifestyles, Aboriginal heritage sites, but are driven by the opportunity to learn culture, learning, unspoiled nature) that are friendly hands-on about the local lifestyle and are also interested to search engines. Destinations Seek places featuring particular activities, especially outdoor or adventure experiences. in Aboriginal culture. They are not attracted to luxury resorts, golf, skiing, or entertainment. Information Many sources, especially travel TV, newspapers, • Help them visualize themselves in the experience. Use inspiring imagery that focuses on people Mexican Authentic Experiencers are looking for experiencing Canada and enjoying themselves, eating opportunities to learn and grow. Provide them with authentic foods, conversing with locals, and exploring Most interested in opportunities to go in-depth and participate hands-on “off the beaten path.” Local flavours and lifestyles, historical/cultural in the culture. For example, combine forces with an attractions, parks and heritage sites, Aboriginal Aboriginal tourism attraction to offer authentic cuisine culture, beautiful landscapes, rivers and waterfalls, and story-telling. • web, and non-travel books on the destination. learning and exploring. • If your business is in a small town, find out in advance Less interested in when festivals and events will be taking place and then Luxury resorts/pampering/spas, entertainment, promote complementary aspects of your product. Take golf, kayaking/canoeing. advantage of the Mexican Authentic Explorer’s desire to experience small town charm and go beyond the surface of a destination. • Adapt your service offer to increase value perceptions and clearly align with reasons to come to Canada. Train staff to relay learning opportunities, particularly handson possibilities. Serve up a hearty dose of Canadian hospitality, and have your staff talk about some of their favourite places! 53 The Explorer Quotient Worksheets • Use messaging that speaks to their travel and social values, like their strong ecological and social sense of responsibility, love of spontaneity, and cultural sampling. • Travel consultants are often a popular choice for information and booking, so ensure your product is agent-friendly with competitive commissions and accessible, convenient booking avenues. These travellers rely heavily on word-of-mouth for information so positive relationships with travel consultants is important. Mexico Cultural History Buffs 12% Travel Values • Always research the history of the places they’re Live Life the Fullest going to visit, and enjoy putting themselves in Like to appreciate the good things in life. the shoes of the locals and experiencing life as they do. • • • • or riding their bikes on the local paths. Gender Identity. Prefer to go with the flow and let things Accepting of Diverse Cultures unfold spontaneously. See the benefits of a mix of different cultures on Live for travel and tend to start thinking about Don’t want everything organized for them, and don’t feel safer travelling with other people or a guide. Education High Occupation Stay-at-home, professionals • Household Income Average Live on their own Lifestage Age 18 25 35 45 54 The Explorer Quotient Worksheets 55 65 + Do not subscribe to one faith; also believe in the ideas of Flexible Families and Flexible from their last one. 54% Untraditional Views Like to visit natural wonders, and enjoy walking their next adventure as soon as they get home 46% Social Values Comfortable adjusting to the unfamiliar, and do not want the very best there is on offer. the community, and believe we can learn a lot from these cultures. Dislike Shopping Low Joy of Consumption, while not consciously seeking out brand name products. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • Mexican Cultural History buffs use the internet to access match to the interests of Mexican Cultural History Buffs? travel information. Therefore, as the gateway to your Vacations In addition to Canada’s prime tourism motivator— business, your website must prominently display the Travel as much as possible and for the longest beautiful landscapes—they enjoy a wide range of product strengths that appeal to this segment. Use periods of time (two or more weeks at a time). products, including cultural attractions, local lifestyles, simple language and keywords (e.g. learning, Canadian and heritage sites; they’re less likely to enjoy luxury culture, Canadian hospitality, Aboriginal culture, outdoor resorts and associated activities like golf, skiing, and adventure, etc.) that are friendly to search engines. Group travel Least likely to travel as part of an all-inclusive spas. They are interested in learning, self-touring and package. Accommodations experiencing nature (parks, wildlife viewing, etc.). • Help them visualize themselves in the experience. Use inspiring imagery that brings together the beautiful For Cultural History Buffs, history is a serious hobby backdrops of nature with people experiencing culture or and travel is a way to add to their already considerable heritage aspects at the same time. Your imagery should Most interested in knowledge of the subject. You will be surprised by the highlight the natural setting and bring the experience to Wide range of cultural products and attractions, number of local experts in your community who would life in a convincing way. local lifestyles, Aboriginal culture, heritage sites, be happy to lead walking tours or conduct information beautiful landscapes, being in nature, hiking/ sessions on local history and culture, adding value to trekking, wildlife, parks, learning/exploring, your product offer for this explorer. • Most likely to stay in hostels. self-touring. • Mexican Cultural History Buffs enjoy viewing nature Less interested in and being active in it. If you offer accommodations, Luxury resorts, skiing, golf, spas/wellness, fishing/ provide ideas on great hikes or walks that feature the hunting, entertainment, sporting events, shopping. area’s natural heritage within an hour’s drive. Consider partnering with another operator with complementary services, such as eco-tourism tours. • If you have a food service in your product mix, consider tying-in or partnering with a local supplier to offer cooking classes with historical and/or cultural significance (e.g. a full-course French-Canadian meal or traditional Aboriginal food). • Adapt your service offer. Include information in staff orientation on local history and where your visitors can go for information, like museums, historical sites, and cultural events. 55 The Explorer Quotient Worksheets • Use messaging that addresses their values. For example, given their lack of interest in brand names, focus on opportunities to discover the culture and talk to local experts, not “big name” organizations. South Korea Free Spirits 11% Travel Values • • Constant travellers who travel mainly to Personal Challenge get away from their real lives, and pamper High Personal Challenge and Risk-taking, with an themselves the way they can’t at home. Adaptive Navigation, these travellers easily figure Like to be free and spontaneous and do things that other travellers would not do. • Have fun by engaging in excessive behaviour. • Want to be the centre of attention. • Don’t want to wait at home. They have a constant need to travel and the internet is no substitute. 45% 55% • Social Values Want to live as authentically as the locals do. how to make the most of a situation. Upward Striving High Social Mobility and Entrepreneurialism. Social Connection Craves Social Intimacy, Celebrating Passages and Attraction to Crowds. Discerning, Flashy Consumers Discerning Consumers, but Need for Status Recognition drives Ostentatious Consumption and Upscale Consumerism. Education Average Occupation PT unemployed Household Income Split between lowest and highest Single Lifestage Age 18 25 35 45 56 The Explorer Quotient Worksheets 55 65 + Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many from Korea, the internet is a tool of choice match to the interests of South Korean Free Spirits? for travel research. Your website is the gateway to your Vacations In addition to being attracted to Canada’s beautiful business, so make sure that its content stresses your Least likely to return to past destinations. landscapes, they want to be pampered, stay in Free Spirit product strengths—and that it is written with luxury, first-class resorts, and indulge in entertainment simple language and keywords (e.g. luxury, activity, experiences. Cities close to nature are a top preference, beautiful scenery, shopping, entertainment, culture, etc.) allowing them to enjoy unique Canadian shopping that are friendly to search engines. Adventure/fun travel More likely to want to learn, explore something new, and engage in the local culture. Also travel experiences. True to the Free Spirit pursuit of fun and to shop and for outdoor activities. excitement, select outdoor activities such as skiing and Accommodations kayaking/canoeing will make the list of things to do, A variety, from the luxurious to the more modest likely as part of a resort stay. and locally relevant. • Help them visualize themselves in the experience. Use inspiring imagery that brings together the beautiful backdrops of nature and vibrant city scenes with people having fun, being pampered, and taking in adventures. South Korean Free Spirits are drawn to spa and Your imagery should bring the experience to life in a Most interested in wellness in their quest to be pampered. If your product convincing way. Beautiful landscapes, rivers/waterfalls, cities close offers this, create appealing packages that combine to nature, local flavours, luxury resorts and being luxury accommodations, great cuisine, and spa services. pampered, entertainment experiences, shopping, • • attractions and landmarks, outdoor adventures. a celebration, or use testimonials (if possible) to provide status through association. Guided group tours. accommodations, and great meals. • While South Koreans are highly advanced in terms of internet usage, many prefer to work with travel Combine forces with a complementary tourism consultants or package providers when booking travel in operation to put together special group packages for order to have direct contact. Be prepared to work with major entertainment events or other special events, the travel trade; ensure your product is accessible and and featuring first-class meals, accommodations, easy to book, and that your commission structure and and transportation. payment policy are competitive. Adapt your service offer to increase value perceptions, particularly related to luxury and adventure. Train your staff to promote Canada’s pristine nature along with the some of the options for adventure and pampering. Have your team ready to direct South Korean Free Spirits to the best of cosmopolitan cities, spas, shopping, restaurants, and nightlife. 57 The Explorer Quotient Worksheets For example, talk to how your offer is perfect for your product is in or near to a ski resort, assemble Less Interested in • Use messaging that addresses their values. This type is social and seeks fun and adventure. If packages that include lift tickets, spa services, luxury • • South Korea Personal History Explorers 10% Travel Values • • Fascinated by the ancient history as well as the Personal Challenge modern cultures of the places they visit. Risk-taking, with an Adaptive Navigation, these Deep interest in understanding their ancestry and heritage. • Like organized/guided tours that leave the decision-making to others, and where they can have a chance to talk to others about their experiences. • Luxury and comfort detracts from the authentic experiences these travellers are looking for. 57% • 43% Social Values Travel is not about escape, but rather learning about historical and modern culture and about their own roots. travellers easily figure out how to make the most of a situation. Traditionally Minded Generally reject liberal definitions of gender roles, family composition, and hold conventional ideals such as Duty, Work Ethic, Conformity to Norms. Roots Resisting Cultural Assimilation they Search for Roots. Important are Celebrating Passages and Meaningful Moments. Careful Shoppers High Discriminating Consumerism and low Confidence in Advertising leads them away from Education High Occupation Professionals or retired impulsive purchases. Household Income High Empty nesters Lifestage Age 18 25 35 45 58 The Explorer Quotient Worksheets 55 65 + Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many from Korea, this type uses the internet match to the interests of South Korean Personal History as a tool of choice for travel research. Your website is Vacations Explorers? Primarily attracted to Canada’s spectacular the gateway to your business, so make sure that its Most likely to own a passport. natural setting, they are driven by a keen interest in content stresses your Personal History Explorer product visiting cultural and historical sites and attractions. Their strengths—and that it is written with simple language approach is generally passive so guided group tours are and keywords (e.g. heritage, national parks, Aboriginal popular and allow the opportunity to take in the scenery culture, Canadian culture, nature, etc.) that are friendly and culture without being too active or roughing it. This to search engines. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. Destinations group is more interested in Aboriginal culture than others Among the least inclined to travel within their own from South Korea. borders. Most likely to travel as part of an all- • Help them visualize themselves in the experience. Use inspiring imagery that brings together the beautiful Enhance your emphasis on history or culture. For backdrops of nature with people enjoying national parks, example, if you run an attraction, consider working with the local culture, and heritage sites. Your imagery should Most interested in a local genealogy society or museum to add interpretive highlight the natural setting and bring the experience to Local flavours, rivers/waterfalls, parks/heritage materials or tours that encourage exploration and life in a convincing way. sites, historical/cultural attractions, cities close discovery around local history. A restaurant could add to nature, Aboriginal culture/attractions, beautiful framed archival photographs to its walls and feature landscapes, guided group tours. local cuisine on its menu. • inclusive package. Less interested in • Entertainment, sports events, skiing/ snowboarding, fishing/hunting, shopping, a complementary supplier if you don’t offer your own, outdoors adventure, small towns, combining and be sure to include not only key scenic and heritage business with pleasure. sites but also festivals and events that showcase the local community. more comfortable if your communications are more formal (i.e. they conform to norms). • While South Koreans are highly advanced in terms of internet usage, many prefer to work with travel consultants or package providers when booking travel in order to have direct contact. Be prepared to work with the travel trade; ensure your product is accessible Adapt your service offer to increase value perceptions, and easy to book, and that your commission structure particularly related to Canadian heritage and culture. and payment policy are competitive. Orient your staff to local history and culture so that they can give visitors tips on historical landmarks or out-ofthe-way places that only the locals know. 59 The Explorer Quotient Worksheets Use messaging that addresses their values. For example, Personal History Explorers may feel South Korean Personal History Explorers favour seeing Canada via guided group tours. Partner with • • South Korea Cultural History Buffs 16% Travel Values • Plan at least one trip a year. • Deep desire to engage with the locals and learn their customs and languages. • Desire freedom and spontaneity, so they avoid travelling in groups. • Seek an authentic experience and are willing to experience uncomfortable amenities and modes of travel. • While cautious, these travellers are not afraid to venture into the unknown in pursuit of 55% discovery. They will not be constrained to 45% “tourist” schedules or destinations, but will chart their own courses. Education Highest Occupation Office/retail/service, some students Household Income High Younger singles Lifestage Age 18 25 35 45 60 The Explorer Quotient Worksheets 55 65 + Social Values Upward Striving High Social Mobility and Entrepreneurialism inspire a strong sense of Personal Challenge. Cultural Learning Deep interest in learning about other cultures through Cultural Sampling and Multiculturalism, but not open to Racial Fusion. Authentic Connections High Social Intimacy and Networking, but also high Consistent Self. Anti-Business Low Confidence in Small/Big Business and Advertising, driving them away from Buying on Impulse and Ostentatious Consumption. Travel Behaviours Product Development Tips • • perceptions that are key to the Cultural History Buffs. Audit your product offering: are its strong points Orient your staff toward hands-on opportunities to a match to the interests of South Korean Cultural Vacations History Buffs? In addition to Canada’s pristine natural Short; often choose weekend getaways. beauty, this group is interested in an active approach experience Canadian culture, and toward venues and vehicles for learning about the nature and culture of your destination. to experiencing both nature and culture. They prefer Adventure/escape travel opportunities to interact with the local culture hands- More likely to want to learn, explore something on in an effort to learn and grow. They enjoy taking new, and engage in the local culture. Also, travel in nature by hiking/trekking, as well as sampling local to escape and relax. Review your service offer to ensure it emphasizes value Marketing Tips • As with many South Koreans, this types uses the flavours through interaction that reveals the true internet as a primary tool for travel research. Your Accommodations lifestyle of their destinations. These travellers are more website is the gateway to your business, so make Open to B&Bs, family inns, camping. likely to opt for independent touring so they have the sure that its content stresses your Cultural History Buff freedom to observe and absorb at their own pace. product strengths—and that it is written with simple They tend to shun luxury experiences and focus on language and keywords (e.g. learning, Canadian simple accommodation that provides the chance to be culture, Canadian hospitality, Aboriginal culture, outdoor closer to the locals and experience Canadian hospitality adventure, etc.) that are friendly to search engines. Most interested in Local flavours, self-touring, beautiful landscapes, winter scenes, cities close to nature, attractions/ landmarks, parks/heritage sites, wildlife, outdoors first-hand. adventure, hands-on learning, exploring, hiking/ trekking, relaxing/rejuvenating. • Less interested in Guided group tours, playing golf, luxury resorts/ pampering/spas, entertainment. • Help them visualize themselves in the experience. Use inspiring imagery that brings together the beautiful history. Ensure your product offering includes learning- backdrops of nature with people experiencing the based tours, or collaborate with a complementary local culture hands-on. Your imagery should highlight operator that focuses on exploration of the local history the natural setting and bring the experience to life in and culture. a convincing way. If your product is near a natural hot spring, focus on the • Use messaging that addresses their values. For example, rejuvenation and invigoration aspect of your destination they do not buy on impulse—they will want to research by combining a visit with nature walks. This group everything, so give them time and information to do so. of South Koreans prioritizes well being, and relevant programs will peak their interest. • • Enhance your emphasis on learning about culture or • While South Koreans are highly advanced in terms of internet usage, many prefer to work with travel South Korean Cultural History Buffs enjoy nature and the consultants or package providers when booking travel in outdoors, so if your product allows, or if you can partner order to have direct contact. Be prepared to work with with a complementary provider, offer experiential hands- the travel trade; ensure your product is accessible and on opportunities to take in the local culture. easy to book, and that your commission structure and payment policy are competitive. 61 The Explorer Quotient Worksheets UK Authentic Experiencers 12% Travel Values • • • • Want to see vast natural settings and wonders Control Seekers around the globe, but also to take in local With a high degree of Personal Control, these park scenery. travellers Reject Authority and live according to Like to integrate into the local culture, eat 41% • Sampling converse with locals, and explore areas ignored With an interest in Cultural Sampling and a Need by tourists. for Spontaneity, this type is always on the move. Seek to learn all that they can about the cultures Discrete they visit in advance of their trips. Although affluent, these travellers prefer Abhor commercial comforts of Western hotels; Not overwhelmed by travel—on a life-long journey of learning in which travel is not about escape but personal development. Education Highest, with post-grad Occupation Highest retired, highest professional Household Income High Empty nesters Lifestage Age 18 25 35 45 62 The Explorer Quotient Worksheets 55 65 + their own rules. authentic foods, learn the language to seek to live as authentically as the locals do. 59% Social Values understated and ethical consumption. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many in the UK, this type uses the internet as match to the interests of UK Authentic Experiencers? In a tool of choice for travel research and booking. Your Vacations addition to Canada’s greatest tourism draw—unspoiled website is the gateway to your business, so make sure Longest vacations of all, often a week or longer. nature—they seek down-to-earth experiences. They that its content stresses your Authentic Experiencer Often follow business travel with pleasure. enjoy landscapes and wildlife viewing and experiencing product strengths—and that it is written with simple local lifestyles as well as historical/cultural attractions. language and keywords (e.g. authentic Canadian They are not attracted to luxury, upscale sports, golf, culture/history/lifestyles, Aboriginal culture, learning, or skiing. unspoiled nature) that are friendly to search engines. Adventure travel Most likely segment to want to travel for specific adventures, or to learn and explore something new. • Destinations More likely to fly to distant destinations. • parks, wildlife, historical/cultural attractions, landmarks, learning/exploring, and self-touring. Use inspiring imagery that focuses on people enjoying themselves, eating authentic foods, conversing with forces with an Aboriginal tourism attraction to offer locals, and exploring “off the beaten path.” Use messaging that speaks to their travel and social values, stressing such elements as spontaneity, rejection when festivals and events will be taking place and then of authority, ethical consumption, and authenticity. Take advantage of the Authentic Explorer’s desire luxury resorts/experiences, spas, golfing, to experience small town charm and go beyond the shopping, entertainment, sports events, and surface of a destination. Adapt your service offer to increase value perceptions. Train staff to serve up a hearty dose of Canadian hospitality, and have them talk about some of their favourite places! 63 The Explorer Quotient Worksheets • If your experience is in a small town, find out in advance promote complementary aspects of your product. • Help them visualize themselves in the experience. depth and participate in culture. For example, combine Less interested in Canadian winters. • learn and grow. Provide them opportunities to go in- authentic cuisine and story-telling. Most interested in Local lifestyles and flavours, beautiful landscapes, Authentic Experiencers are looking for opportunities to UK Cultural Explorers 13% Travel Values • Always excited about the next trip. • Fascinated by the ancient history as well as the modern cultures of the places they visit. • Travel is a journey, not the destination, and is best experienced with like-minded companions who enjoy to have fun while learning. 42% 58% Average Lifestage Age 18 25 35 45 64 The Explorer Quotient Worksheets 55 65 + Open-Minded Believe in modern definitions of Family, Gender, and Heterarchy. Deep interest in Cultural Sampling This segment seeks an authentic experience Energetic Creativity and doesn’t want to stay in sterile, Their questing pursuits are driven by Vitality and commercial hotels. Spontaneity with a Need for Uniqueness and While cautious, these travellers are not afraid their own courses. Household Income Middle-high of a situation. • “tourist’ schedules or destinations, but will chart High FT, professional, office travellers easily figure how to make the most and Fusion. discovery. They will not be constrained to Occupation Risk-taking, with an Adaptive Navigation, these Feel relaxed and free while travelling. to venture into the unknown in pursuit of College/university Personal Challenge • • Education Social Values Personal Creativity. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many from the UK, this types uses the internet match to the interests of UK Cultural Explorers? In as a tool of choice for travel research and booking. Your Vacations addition to Canada’s prime motivator—unspoiled website is the gateway to your business, so make sure Takes the most vacations of all durations, nature—their product tastes are similar to Authentic that its content is current, stresses your Cultural Explorer but especially weekend escapes. Experiencers, but with a definite preference for culture product strengths, and is written with simple language over nature. They love to absorb the local colour of and keywords (e.g. Canadian culture/history/lifestyles, their destinations, including local lifestyles and cuisine, Aboriginal culture, learning, unspoiled nature, hiking, as well as Aboriginal culture when they can find it. etc.) that are friendly to search engines. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. However, they don’t necessarily want to participate Accommodations directly in the culture, shying away from hands-on Open to B&Bs, camping, hostels. learning experiences. They prefer authenticity over luxury • be taking place in your region and then promote Most interested in complementary aspects of your product. Take Sampling local flavours, local lifestyles, beautiful advantage of the Cultural Explorer’s attraction to landscapes, rivers/waterfalls, cultural attractions, Canadian festivals, hospitality, and cuisine. including Aboriginal culture, Canadian hospitality, festivals, self-touring. • Enhance your emphasis on culture or history. For example, a country inn could add an authentic cultural Less interested in clothing product line to its offer by partnering with a Luxury resorts, spas/wellness, golfing, skiing/ Canadian Aboriginal designer. snowboarding, fishing/hunting, shopping, entertainment, major sports events, Find out in advance when festivals and events will • If you have a food service in your product mix, consider offering menus that have historical and cultural hands-on learning. significance (e.g. a full-course French-Canadian meal) or follow the “100-mile rule” for ingredients. • Adapt your service offer to increase value perceptions. Orient your staff to local history and culture so that they can give visitors tips on local cultural hotspots or out-ofthe-way places only the locals know. 65 The Explorer Quotient Worksheets Help them visualize themselves in the experience. Use inspiring imagery that focuses on people admiring and enjoying cultural or historical attractions. in accommodations. Modes of travel All. • • Use messaging that stresses social values like creativity, spontaneity, risk-taking, and the sampling of cultural experiences. UK Free Spirits 11% Travel Values • • Life is more exotic abroad, so travel is Upward Striving continuous and exciting. High Social Mobility and Entrepreneurialism inspire Aspire to stay in the most luxurious accommodations and venues. • Want to see all the main attractions, but do not need to go in-depth. High energy to see everything. • Want to be the centre of attention. Attracted to groups and shared experiences. • 49% Don’t want to wait at home. They have a constant need to travel, and the internet is 51% no substitute. • Want some structure and planning. Packages should include planned activities. Education Some university Occupation Students or FT white collar Household Income Average or above Singles at home Lifestage Age 18 25 35 45 66 The Explorer Quotient Worksheets 55 65 + Social Values a strong sense of Personal Challenge. Unsure of Goals Deterred by Time Stress, Aimlessness, Anomie, and Fatalism, reflected in Acceptance of Violence. Social Lives Rule Crave Social Intimacy, Celebrating Passages, and Attraction to Crowds. Values Sexual Permissiveness and Hedonism. Flashy Consumers Need for Status Recognition drives Aesthetics, Ostentation, and Importance of Brand. They’re also Technophiles. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points a Marketing Tips • As with many from the UK, this type uses the internet match to the interests of UK Free Spirits? In addition as a tool of choice for travel research and booking. Vacations to Canada’s beautiful landscapes, they enjoy luxury Your website is the gateway to your business, so make Greater number of all types of trips, holidays, first-class resorts, spas/wellness, and sporting sure that its content stresses your Free Spirit product especially weekends. events. They also like a game of golf or skiing, but likely strengths—and that it is written with simple language as part of a resort stay. and keywords (e.g. pampering, spa, beautiful scenery, Fun Events Travel to spend time with friends, celebrate events. • If your product is in or near a ski resort, create appealing Accommodations Stay with friends, in luxury hotels or hostels. Modes of travel • Most likely to fly and travel in organized groups. luxury, etc.) that are friendly to search engines. UK Free Spirits are drawn to Canada’s winter sports. • Help them visualize themselves in the experience. packages that combine lift tickets, spas/wellness, great Use inspiring imagery that focuses on people having fun cuisine, and luxury accommodations. or relaxing, against a backdrop of beautiful landscapes, local landmarks, shopping, or vibrant city scenes. UK Free Spirits’ preferred mode of travel is through guided group tours. If you have a touring product, • Use messaging that engages their sense of the exotic, Most interested in feature guided tours of the local tourist hot spots or stressing social values like social intimacy, luxury, Sampling local flavours, local lifestyles, cities unique shopping areas in your city. personal challenges, and status. close to nature, golf, skiing/snowboarding, • entertainment, attending major events, operation to put together special group packages for sport events, shopping, combining business singles around major sporting or other special events, with pleasure. and featuring first-class meals, accommodation, and transportation. Less interested in Self-touring, learning/exploring, Canadian Combine forces with a complementary tourism • hospitality, parks/heritage sites, historical/cultural Check your business amenities—these Free Spirits make frequent use of the internet and are more likely attractions, wildlife, hiking/trekking, small towns. to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. • Adapt your service offer to increase value perceptions. Train your staff to be ready to direct them to the best local attractions, landmarks, restaurants, and nightlife. 67 The Explorer Quotient Worksheets US Authentic Experiencers 12% Travel Values • • • • Want to see vast natural settings and wonders Control Seekers around the globe, but also like to take in local With a high degree of Personal Control, these park scenery. travellers Reject Authority and live according to Like to integrate into the local culture, eat 45% • Sampling converse with locals, and explore areas ignored With an interest in Cultural Sampling and a Need by tourists. for Spontaneity, this type is always on the move. Seek to learn all that they can about the cultures Discrete they visit in advance of their trips. Although affluent, these travellers prefer Abhor commercial comforts of western hotels, Not overwhelmed by travel—on a life-long journey of learning, so travel is not about escape but personal development. Education Highest with post-grad Occupation Highest retired, highest professional Household Income High Empty nesters Lifestage Age 18 25 35 45 68 The Explorer Quotient Worksheets 55 65 + their own rules. authentic foods, learn the language to seeking to live as authentically as the locals do. 55% Social Values understated and ethical consumption. Travel Behaviours Product Development Tips • Audit your product offering. Are its strong points Marketing Tips • As with many Americans, this type uses the internet as a match to the interests of American Authentic a tool of choice for travel research and booking. Your Vacations Experiencers? In addition to Canada’s prime motivator— website is the gateway to your business, so make sure Longest vacations of all, often a week or longer. nature in all of its splendour—they will search out good that its content stresses your Authentic Experiencer Often follows business travel with pleasure. quality local cuisine and chances to mingle with the local product strengths—and that it is written with simple population. Apart from walking and hiking, they have language and keywords (e.g. authentic Canadian less interest in strenuous outdoor activities. They prefer culture/history/lifestyles, Aboriginal culture, learning, authenticity over luxury in accommodations, even if that unspoiled nature, etc.) that are friendly to search means rustic. engines. Adventure travel Most likely segment to want to travel for specific adventures, or to learn and explore something new. • Destinations More likely to fly to distant destinations. Most interested in Local lifestyles, sampling local flavours, beautiful • landscapes, parks, rivers and waterfalls, wildlife, Enhance opportunities for sampling and learning about learning/exploring, self-touring. Use inspiring imagery that focuses on people admiring For example, combine forces with an Aboriginal tourism the destination and enjoying themselves, eating attraction to offer authentic cuisine and story-telling. authentic foods, conversing with locals, and exploring builds on their social values, stressing such elements as spontaneity, cultural sampling, and ethical consumption. of a destination. • Include testimonials from past customers. Research attests to the fact that there is a huge difference in the Work with event and incentive travel planners who are perception of Canada as a vacation destination between focused on the US market to offer pre- and post- past US customers and those who haven’t been meeting packages or retreats themed around personal here before. development or local culture, especially in beautiful scenic settings. Adapt your service offer to increase value perceptions. Orient your staff to give travellers tips on areas to explore where tourists don’t usually go (and only the locals know!). 69 The Explorer Quotient Worksheets Use messaging that engages their senses and that Take advantage of the Authentic Experiencer’s desire luxury resorts, spas/wellness, golfing, shopping, • • promote complementary aspects of your product. Less interested in • “off the beaten path.” If your experience is in a small town, find out in advance to enjoy small town charm and go beyond the surface entertainment, sports events, Canadian winter. Help them visualize themselves in the experience. local culture, and in doing so differentiate your product. when festivals and events will be taking place and then historical/cultural attractions and landmarks, • US Cultural Explorers 13% Travel Values • Always excited about the next trip. • Fascinated by the ancient history as well as the modern cultures of the places they visit. • Travel is a journey, not the destination, and it is best experienced with like-minded companions who enjoy having fun while learning. 42% 58% Average Lifestage Age 18 25 35 45 70 The Explorer Quotient Worksheets 55 65 + Open-Minded Believe in modern definitions of Family, Gender, and Heterarchy. Deep interest in Cultural Sampling This segment seeks an authentic experience Energetic Creativity and doesn’t want to stay in sterile, Their questing pursuits are driven by Vitality and commercial hotels. Spontaneity, with a Need for Uniqueness and While cautious, these travellers are not afraid their own courses. Household Income Middle-high of a situation. • “tourist’ schedules or destinations, but will chart High FT, professional/office travellers easily figure how to make the most and Fusion. discovery. They will not be constrained to Occupation Risk-taking, with an Adaptive Navigation, these Feel relaxed and free while travelling. to venture into the unknown in pursuit of College/university Personal Challenge • • Education Social Values Personal Creativity. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • As with many Americans, the internet is a tool of choice American Cultural Explorers? In addition to Canada’s for travel research and booking. Your website is the Vacations prime motivator—unspoiled nature—they love to gateway to your business, so make sure that its content Takes the most vacations of all durations, try local cuisine and absorb local lifestyles while on stresses your Cultural Explorer product strengths—and but especially weekend escapes. holiday. They also have a higher interest than other that it is written with simple language and keywords US Explorer Types in Aborginal culture and becoming (e.g. Canadian culture/history/lifestyles, Aboriginal totally immersed in local culture, colours, and flavours. culture, learning, unspoiled nature, hiking) that are Aside from walking and hiking, they have little interest friendly to search engines. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. in outdoor activities. They prefer authenticity over luxury in accommodations. Accommodations Open to B&Bs, camping, hostels. • Help them visualize themselves in the experience. Use inspiring imagery that focuses on people Enhance your emphasis on culture or history. For admiring their destination and enjoying cultural or Modes of travel example, a country inn could add an authentic cultural historical attractions. All. clothing product line to its offer by partnering with a • Canadian Aboriginal designer. Most interested in Sampling local flavours, local lifestyles, beautiful • If you have a food service in your product mix, consider landscapes, rivers/waterfalls, cultural attractions, offering menus that have historical and cultural including Aborginal culture, Canadian hospitality, significance (e.g. a full-course French-Canadian meal) festivals, self-touring. or follow the “100-mile rule” for ingredients. Less interested in • US Cultural Explorers love to relax in a peaceful Luxury resorts, spas/wellness, golfing, skiing/ environment. If your product has a natural setting, snowboarding, fishing/hunting, shopping, point out where they can go for quiet times—like entertainment, major events, sports events, reading a book by a babbling brook or gazing out on hands-on learning, guided group tours. a beautiful scene. • Adapt your service offer to increase value perceptions. Orient your staff to local history and culture so that they can give visitors tips on local cultural hotspots or out of the way places only the locals know. Help your visitors access transportation options that allow them to be spontaneous and pack in lots of different experiences— bike and scooter rentals, taxi or limousine services, or shuttles. 71 The Explorer Quotient Worksheets • Use messaging that engages their senses, stressing social values like creativity, spontaneity, and the importance of family. US Free Spirits 11% Travel Values • • Life is more exotic abroad, so travel is Upward Striving continuous and exciting. High Social Mobility and Entrepreneurialism inspire Aspire to stay in the most luxurious accommodations and venues. • Want to see all the main attractions, but do not need to go into depth with any. High energy to see everything. • Want to be the centre of attention. Attracted to groups and shared experiences. • 53% • Education Some university Occupation Students or FT white collar Household Income Average or above Singles at home Lifestage Age 18 25 35 45 72 The Explorer Quotient Worksheets 55 Don’t want to wait at home, constant need to travel. The internet is no substitute. 47% 65 + Social Values a strong sense of Personal Challenge. Unsure of Goals Deterred by Time Stress, Aimlessness, Anomie and Fatalism, reflected in Acceptance of Violence. Social Lives Rule Craves Social Intimacy, Celebrating Passages and Attraction to Crowds. Sexual Permissiveness and Hedonism. Flashy Consumers Need for Status Recognition drives Aesthetics, Want some structure and planning. Packages Ostentation, and Importance of Brand. should include planned activities. Technophiles. Travel Behaviours Product Development Tips • Audit your product offering. Is it strong in what interests Marketing Tips • As with many Americans, this type uses the internet American Free Spirits? They enjoy luxury holidays, as a tool of choice for travel research and booking. Vacations first-class resorts, golf, and spas/wellness. These Free Your website is the gateway to your business, so make Greater number of all types of trips; Spirits stand out as enjoying some outdoor activities like sure that its content stresses your Free Spirit product more weekends. skiing and fishing/hunting, which might explain their high strengths—and that it is written with simple language interest in Canada. and keywords (e.g. pampering, spa, beautiful scenery, Fun Events Travel to spend time with friends, celebrate events. • experience is in or near a ski resort, create appealing Destinations Stay with friends, in luxury hotels, or hostels. Modes of travel • Travel in organized groups. Most likely to fly. luxury, etc.) that are friendly to search engines. Free Spirits are drawn to Canada’s winter sports. If your • Help them visualize themselves in the experience. Use packages that combine lift tickets, spas/wellness, great inspiring imagery that focuses on people having fun or cuisine, and luxury accommodations. relaxing, against a backdrop of beautiful landscapes, local landmarks, or vibrant city scenes full of life. Free Spirits’ preferred mode of travel is through guided group tours. If you have a touring product, feature • Use messaging that engages their senses, stressing Most interested in guided tours of the local tourist hot spots or unique social values like entrepreneurism, personal challenges, Sampling local flavours, local lifestyles, cities shopping areas in your city. and the celebration of important life events (such as close to nature, golf, skiing/snowboarding, • entertainment, major events, sports events, to put together special group packages for singles shopping, combining business with pleasure. around major sporting events, and featuring first-class meals, accommodation, and transportation. Less interested in Self-touring, learning/exploring, Canadian Combine forces with a complementary tourism operator • hospitality, parks/heritage sites, historical/cultural Check your business amenities—these Free Spirits make frequent use of the internet and are more likely attractions, wildlife, hiking/trekking, small towns. to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. • Adapt your service offer to increase value perceptions. Train your staff to be ready to direct them to the best local attractions, landmarks, restaurants, and nightlife. 73 The Explorer Quotient Worksheets birthdays, weddings, etc.).