Importantly for advisors, the Traveller Segmentation Program shifts Destination Canada’s focus from High-Value Guests (defined by income and travel frequency) to Highly Engaged Guests who travel often, spend more and align with brand values.
Available in the Canadian Tourism Data Collective, the program defines and classifies international (and domestic) travellers from Destination Canada’s key target markets into seven segments.
These are arranged by behavioural values, such as trip spend, travel frequency, seasonal preferences and activities, as well as emotional motivations and values.
It delivers deeper insights into customer journey timing, trip triggers and psychographic data.
Of the seven new segments, four have been identified as Highly Engaged Guests: Outdoor Explorers, Culture Seekers, Refined Globetrotters and Purpose Driven Families.
Within these Highly Engaged Guests, Canada’s priority segments vary by market, including Australia, and are downloadable as PDF documents for easy reference.
The initiative aligns with Destination Canada’s Tourism 2020 vision and helps the Australian travel industry tap into a growing market of conscious travellers.
For example, the Australian market profile overindexes on Fun & Sun Families, Culture Seekers and Outdoor Explorers with a preference for longer trips, overnight experiences, nature-based adventures and watersports.
Of these segments, Culture Seekers is a priority for Destination Canada and represents a segment size of 2.5 million in Australia.
Destination Canada will host an industry webinar in early 2025 to share more about the Traveller Segmentation Program’s features and tools with details coming soon.
Find out more here. Open up to Destination Canada’s provinces and experiences here.
