The Explorer Quotient
A deeper understanding of the modern traveller
Vision for the Explorer Quotient (EQ)
EQ will facilitate the process of building powerful,
personal relationships between international
travellers and Canada, turning Canada into a
“Must see now” destination
EQ Goal
Match the experiential needs and desires of
travellers with the right products and services in
Canada to provide opportunities for achieving
those desired experiences
What is the Explorer Quotient?
• A fun, engaging, and innovative approach to matching
consumers with tourism products based on individual
travel values and motivations
• Recognizes that two people can be standing in the exact same
spot, participating in the exact same activity, yet having two
completely different experiences
• Seen as an opportunity to position Canada as a place for
exploration
• Means to present Canadian experiences in a more relevant way
• Targets travellers on a psychographic instead of
geographic basis
The EQ Advantage
EQ moves the CTC from the homes
to the hearts and minds of travellers
How does it work?
• Users complete a 20 statement questionnaire
• Deals with travel habits and motivations
• People are classified into one of the EQ groups
• 4 broad universal categories with subsegments
• About 70% accurate with 20 questions
• EQ segmentation is becoming interwoven into much
of the research conducted by CTC
• Suggests that travel values and motivations are
universal
EQ Categories – broad definitions
Familiarity Seekers
These are reluctant travellers who tend to only venture out when required
by friends and family or for work. When they travel, they seek the familiar
comforts of home and choose recognized brands over local products and
services.
Escapists
These travellers are seeking a getaway from the everyday hustle and
bustle of their lives. Their travel should be worry-free, safe and secure
with few surprises. Vacations tend to be shorter with many opportunities to
relax and recharge.
EQ Categories – broad definitions
Enthusiastic Indulgers
While these travellers may not always be able to afford the best of the best,
They strive for luxury and comforts. Checklists of key attractions are
important to sample their destinations without getting too in-depth or
overwhelmed by the details.
Learners
Learners seek immersion in their destinations, striving to truly understand
the places they visit. While focusing on either the local nature or culture,
the reward of travelling comes from exploration and personal growth.
So what!
Free Spirit
They belong to a segment that is always looking for fun and excitement in their travel
experiences. Young, or young-at-heart, they travel for the thrill and emotional
charge of doing things they can’t at home. A constant traveler, they are always
looking forward to their next great escape, talking to others and seeking out
inspiration wherever they can. They want to see everything and do everything
wherever they go; it all adds to the fun!
Constant search for fun and
exciting opportunities for self
and friends
Travel Motivations
Travel Behaviours
Seek:
•
Vacations: Greater number of all types of trips, more weekends
•
Fun Events: Travel to spend time with friends, celebrate events
•
Destinations: Travel in organized groups, stay with friends, in
luxury hotels or hostels. Most likely to fly.
•
Information: All sources, especially internet
•
Constant Comparison Travel: Life is more exotic abroad,
so travel is continuous and exciting.
•
Luxury/Comfort: Aspire to stay in the most luxurious
accommodations and venues
•
Checklist Samplers: Want to see all the main attractions,
but do not need to go into depth with any. High energy to
see everything.
•
Exhibitionists: Want to be the centre of attention.
Attracted to groups and shared experiences.
•
New destinations: Always looking for someplace new
Avoid:
Social Values
•
Upward Striving: High Social Mobility and Entrepreneurialism
inspire a strong sense of Personal Challenge.
•
Unsure of Goals: Deterred by Time Stress, Aimlessness, Anomie
and Fatalism, reflected in Acceptance of Violence
•
Reluctant Travel: Don’t want to wait at home, constant
need to travel. The internet is no substitute.
•
•
Free & Easy: Wants some structure and planning.
Packages should include planned activities.
Social Lives Rule: Craves Social Intimacy, Celebrating Passages
and Attraction to Crowds. Sexual Permissiveness and Hedonism..
•
Flashy Consumers: Need for Status Recognition drives
Aesthetics, Ostentation, and Importance of Brand. Technophiles.
Authentic Experiencer
They belong to a segment that wants to experience the culture and environment of
the places they visit as authentically as possible. They appreciate the
understated beauty of natural environments, and want to observe people in the
places they visit going about their daily routines. For travellers like them, travel is
all about personal development. They want to be fully immersed in their travel
experiences, and tend to stay away from group tours and rigid plans and avoid
“tourist traps” at all costs.
Desire authentic, tangible,
understated engagement at
destination.
Inspired by literature
Travel Motivations
Travel Behaviours
Seek:
•
Longer vacations: Takes the longest vacations of all, often weeklong excursions or more. Often follows business travel.
•
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
•
Information: Relies heavily on travel guides and books
•
•
•
Nature: Wants to see vast natural settings and wonders
around the globe, but also takes in local park scenery
Cultural Immersion: These travelers like to integrate
themselves into the local culture, eating authentic foods,
learning the language to converse with locals, and
exploring areas ignored by tourists.
Historic Travel: This segments seeks to learn all that it
can about the cultures they visit in advance of their trips.
Social Values
Avoid:
•
•
Hedonistic Rejuvenation/Comfort Seekers: This
segment abhors commercial comforts of western hotels,
seeking to live as authentically as the locals do.
Escape: These travelers do not feel overwhelmed but are
on a life-long journey of learning instead. Travel is not
about escape but is about personal development for them.
•
Control Seekers: With a high degree of Personal Control, these
travelers Reject Authority and live according to their own rules.
•
Sampling: Interested in Cultural Sampling and with a Need for
Spontaneity, this segment is always on the move
•
Discrete: Although affluent, these travelers prefer understated
and ethical consumption.
The Potential for EQ
THE EQ TOUR
Morning show, talk show, and
speaking engagement appearances
by the EQ Team and contributors.
THE EQ STARTER
It’s a bookmark packaged with
your order, a postcard in an
airline magazine, a deck of
cards and a t-shirt asking
thought-provoking questions to
re-awaken your inner explorer.
EQ EXPLORATION
Subscribe to receive
opportunities to Keep
Exploring, delivered in your
morning newspaper, on your
email, text messaged, etc.
THE WEBSITE
Take the online EQ test to
find out your current and
lifetime EQ scores. Download
the EQ video. Read stories
from other explorers.
Connect to explorers in
Canada.
THE EQ VIRAL EMAIL
It’s the fast and interesting questionnaire you’ll want to
pass on to friends, challenging them to beat your personal
score. Originating from travel industry pro’s across
Canada, it takes on a life of its own as people pass it on.
How does Canadian tourism benefit?
•
•
•
•
Increases awareness of “the unexpected” in Canada
Boosts consumer satisfaction for travellers in Canada
Grows the number of new travellers in Canada
Entertains consumers with travel and self-discovery
by finding their EQ
• Engages travellers in a dialogue of travel exploration
How does the CTC benefit?
•
•
•
•
Obtains more accurate consumer information
Drives traffic to the CTC’s canada.travel website
Passes qualified leads to partner websites
Allows for more effective targeting, communicating
and understanding of consumers
• Assists in the re-positioning, re-packaging and
reacting to market needs more quickly
How can the industry benefit?
• Improves links between travellers and products
• Can increase loyalty from existing customers and reach new
consumers
• Provides a platform for one-to-one relationships with
travellers
• Creates more consistent communication vehicles,
including e-marketing, newsletters, contests
• Creates opportunities for unique products directed to
each EQ segment within geo-markets
• Assists in the re-positioning, re-packaging and
reacting to market needs more quickly
• Helps “close the sale”
How can Partners get involved?
• Development of EQ product experiences
• Online collaboration/partnership agreements
• Research and development partnerships
Thank you