The Explorer Quotient. A deeper understanding of the modern traveller

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1 The Explorer Quotient A deeper understanding of the modern traveller

2 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

3 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

4 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

5 The EQ Advantage EQ moves the CTC from the homes to the hearts and minds of travellers

6 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

7 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.

8 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.

9 So what!

10 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 Seek: 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: 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. Travel Behaviours 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 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 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.

11 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. Travel Motivations Seek: 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. 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. Travel Behaviours 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 Social Values Desire authentic, tangible, understated engagement at destination. Inspired by literature 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.

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16 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 , 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 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.

17 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

18 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

19 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

20 How can Partners get involved? Development of EQ product experiences Online collaboration/partnership agreements Research and development partnerships

21 Thank you