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The Explorer Quotient A deeper understanding of the modern traveller

The Explorer Quotient - A deeper understanding of the modern

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Page 1: The Explorer Quotient - A deeper understanding of the modern

The Explorer QuotientA deeper understanding of the modern traveller

Page 2: The Explorer Quotient - A deeper understanding of the modern

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

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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

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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

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The EQ Advantage

EQ moves the CTC from the homes

to the hearts and minds of travellers

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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

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EQ Categories – broad definitions

Familiarity SeekersThese 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.

EscapistsThese 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.

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EQ Categories – broad definitions

Enthusiastic IndulgersWhile 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.

LearnersLearners 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.

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So what!

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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!

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.

Constant search for fun and exciting opportunities for self and friends

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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 week-long 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

• 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.

Desire authentic, tangible, understated engagement at destination.

Inspired by literature

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THE WEBSITETake 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 STARTERIt’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 EXPLORATIONSubscribe to receive

opportunities to Keep

Exploring, delivered in your

morning newspaper, on your

email, text messaged, etc.

THE EQ VIRAL EMAILIt’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.

THE EQ TOURMorning show, talk show, and

speaking engagement appearances

by the EQ Team and contributors.

The Potential for EQ

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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

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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

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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”

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How can Partners get involved?

• Development of EQ product experiences

• Online collaboration/partnership agreements

• Research and development partnerships

Page 21: The Explorer Quotient - A deeper understanding of the modern

Thank you