Destination Canada, crown corporation wholly owned by the Government of Canada providing intelligence, tools and resources that help Canadian industry reach domestic and international markets which reports to the Minister of Small Business and Tourism and the Minister of Innovation and Economic Development launched the Traveller Segmentation Program.
This innovative initiative powered by AI and data available on the Tourism Data Collective of Canada will significantly change the way of the of the otganization in the tourism industry, identifying, prioritizing and interacting with its target travellers.
The Traveller Segmentation Program defines and classifies travellers from Destination Canada's main targets markets both international and domestic into seven key segments based on a combination of behavioral values such as travel spending, travel frequency, seasonal prederences, and activities and psychographic factors such as emotional motivations and travel core values.
The program also shifts Destination Canada's focus from High Value Guests, defined primarily by revenue and frequency of travel, to Highly Engaged Guests, those who not only trsvel frequently and spend more, but more importantly, aligh with the organization values and are deeply connected to the destination brand.
Of the seven new segments, four have been identified as Highly Engaged Guests such as outdoor explorers, culture seekers, refined globetrotters and families with a purpose and within these highly engaged visitors, Canada's priority segments vary by market.
In the United States of America, Destination Canada focuses on outdoor explores, refined globetrotters and cultural seekers.
The program is also a significant evolution of the EQ 2.0 segmentation system, delivering deeper insights into customer journey timing, trip triggers and psychographic data, offering a more practical framework than EQ 2.0.
Link - https://www.destinationcanada.com/en/news/destination-canada-launches-exciting-new-traveller-segmentation-program
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