Canadian tour operators will be catering to many of their own this year, as more and more Canadians plan to travel domestically this summer season. Trips south of the border have become less attractive due to the soaring American dollar. Whether you are seasoned tour operator or just thinking of getting into the industry, it is important to understand what kinds of experiences your customer are looking for so that you can tailor your offerings and properly market your business to them. Travellers from around the globe can be broken down into multiple demographic groups based on personality and interests. Today, there are 3 main groups in which Canadian travellers fit: Free Spirits, Cultural Explorers, and Authentic Experiencers.
Let's breakdown who fits into these subgroups and how you can make them your customer.
Free Spirit travellers love luxury, fine dining and exploring tourist hot spots. Their ideal vacation is 8 to 10 days long and is filled with trips to the beach, enjoying local food and taking advantage of the exciting night life. Out of the top 3 Canadian demographics, these young bucks have the highest level of trust in brands & big business advertisements. If you want to attract Free Spirit travellers to your business, we suggest budgeting some of your marketing dollars towards advertising on social media channels like Instagram and Facebook.
Social Media Examiner offers great tips on how to get started with social media advertisements.
For Facebook & Instagram ads, be sure to view our guide on effective advertisements.
Lovers of a long-haul vacations. Cultural Explorers like taking several days to fully immerse themselves in a new culture or setting. Scoring the highest out of all other Canadian traveller types, a large 81% of these adventurers choose whale watching & wildlife tours as their favourite travel activity. Unlike Free Spirits, this demographic places a very low importance on advertisements as a form of vacation planning. The best way to reach them is through word of mouth and personal recommendations. Creating relationships with hotel concierge staff is a great way to spread the word about your tour business. Make sure your TripAdvisor account is up-to-date incase they decide to look you up after hearing about your tours.