People visit Alberta from all over the world, but there are certain geographic, behavioural and demographic segments that choose Alberta more often and value the unique experiences offered across the province. These are Alberta’s best customers and getting to know them a little better goes a long way when increasing your marketing return on investment.
Know your Explorer Quotient (EQ)
Destination Canada enlisted the expertise of Environics Research Group, one of Canada's leading marketing and social research firms, to develop the Explorer Quotient™(EQ), linking traveller social values with their associated behaviours and preferences. This tool helps tourism marketers get into the mind of the traveller before they make a purchase decision.
What's your EQ?
After extensive research, we identified Free Spirits as our primary target market. This segment is receptive to marketing/advertising messages, significantly more likely to visit many locations in a single trip, and most likely to tell others about their travel experiences, both online and offline. Our secondary target market is Cultural Explorers because, like our primary target, they are always planning for their next trip and are likely to travel with friends and family