Issue link: http://tourismwpg.uberflip.com/i/134953
Lunch with friends: Canadian Tourism Commission VISITOR PROFILES Travel possibilities are endless, including group travel (i.e. with other couples or friends), multi-generational travel, girlcations and mancations. Travel is an opportunity to meet people, reconnect, build relationships, try something new and create long-lasting memories. » Couples | Romantic Getaways There is an increased interest in romantic getaways because today's lifestyle, with work and family obligations, does not provide many couples with the opportunity to spend quality time together. A romantic weekend helps couples (of all orientations) escape daily stresses and provides time to relax in each other's company. Since romance means different things to different people, romantic getaways can also mean returning to a favourite or memorable spot, or doing something fun together that they used to do in the early days as a couple. » Family | Multi-generational Travel Family vacations are increasing in value and importance as families are faced with increasingly demanding schedules and are spending little quality time together as a family unit. Multigenerational travel is also becoming popular with children, parents, grandparents and great-grandparents vacationing together for weekend getaways and family reunions. » Women Gender-specific travel is estimated to be an $11 billion industry annually worldwide according to a study conducted by www. imin.com, a website specializing in gender-specific travel. Travel sites, tour operators and travel agents are capitalizing on this trend and offering customized getaways that include spa, cuisine, arts and culture, shopping as well as other packages for women (girlcations) and their female family, friends or co-workers. offer men and their male family, friends or co-workers the chance to travel together and bond over a shared adventure, typically involving male-oriented activities, such as participation or spectator sports, camping, golfing, fishing, gaming, motorcycling, snowmobiling, etc. » Student | Youth The student/youth market is generally defined as travellers from 16 to 19 years of age. This is an important market as they are the leisure travellers of tomorrow, are leaders in environmental and sociallyconscious causes, are primary users of social media and stay longer for a higher average spend. Youth travellers are particularly interested in work experience, voluntourism, au pair opportunities, language learning, educational travel and attending post-secondary institutions for graduate degree programs. » Baby Boomers | Seniors In 2011, the first of the baby boomers became seniors, and over the next 20 years their numbers are expected to increase from 4.3 million to 9.8 million in Canada alone. According to Travel Marketing Decisions, the official publication of The Association of Travel Marketing Executives, baby boomers consider travel a necessity and not a luxury. They have travelled more than their predecessors, do not see themselves as seniors, want to have fun and demand instant gratification. They are not passive, enjoy creature comforts, are time-deprived, are willing to pay for luxuries, expertise and convenience, and are the least homogeneous generation to date. CUSTOMER SEGMENTATION Tourism is highly segmented, and as a result, target marketing to prospects and customers of specific interests is more effective in creating desire, and more likely to stimulate travel to a destination. » Men Mancations, formerly known as a boy's weekend, guys-only trip or stag vacation have become increasingly popular. Mancations The Canadian Tourism Commission's proprietary consumer segmentation system, Explorer Quotient™, identifies links 18 A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE