When you understand why a visitor travels, how they like to travel, and what they like to do when travelling, you are better able to customize your products or services, activities, and marketing approach to attract them.
Traveller segmentation places travellers into groups based on their travel motivators and desired destination attributes and activities, and provides descriptive information about each segment, including things like age, where they live, who they travel with, when they travel, how they book their travel, and their media habits.
Previously known as Explorer Quotient (EQ), the Traveller Segmentation Program, by Destination Canada has been updated in partnership with Ipsos, to provide a more current perspective to this innovative program.
Tourism Nova Scotia’s Target Segments
Tourism Nova Scotia uses Traveller Segmentation to help us identify who is most drawn to our unique landscapes, cultures and experiences, and to tailor our marketing approach to appeal to these potential visitors. Depending on where our visitors come from, there are four traveller segments that offer the best alignment with what Nova Scotia has to offer as a tourism destination.
Nova Scotia and Atlantic Canada:
- City Trippers
- Simplicity Lovers
Rest of Canada, United States, United Kingdom, Germany:
- Culture Seekers
- Outdoor Explorers
Research shows City Trippers, Simplicity Lovers, Culture Seekers and Outdoor Explorers are most likely to be interested in Nova Scotia, so Tourism Nova Scotia targets these travellers with provincial marketing activities. You may wish to tailor what you offer to appeal to these visitors and attract them to your business.
Interested in learning more about the Traveller Segmentation Program? Visit Destination Canada’s Destination Quiz or contact the Tourism Nova Scotia Research Team to learn how to identify which Traveller Segments are the best fit for your business, and how you can increase your appeal to the visitors you want to attract.
Using Traveller Segmentation
Using this tool can help you understand who is most likely to be interested in what you offer, so you can customize your products or services to these groups and use language and visuals in your marketing that are proven to attract them.