Tourism Winnipeg

between social values and travel preferences. The Explorer Quotient™ provides a means to better understand the values, motivators and needs of travellers. It serves as a way to target visitors beyond traditional demographics, using a set of values specific to travel to categorize visitors into meaningful groups. From there, destinations can understand the social attitudes, demographic and travel characteristics intrinsic to each Explorer Quotient™ type. THE FOLLOWING ARE THE EXPLORER QUOTIENT™ TRAVELLER SEGMENTS: » Enthusiastic Indulgers: Free Spirits are young, experimentalist-committed travellers looking for thrills and frills. They seek some structure when they travel to engage in worry-free hedonistic activities. Social Samplers are well-educated, older, open-minded and often female travellers who prefer to focus on the "must-see" attractions. They are very active planners and have an affinity for travelling in groups. » Learners: Cultural Explorers are avid, open-minded and socially engaged travellers who immerse themselves in all aspects of the travel experience. They seek spontaneous and authentic experiences on their own terms. Authentic Experiencers are older, highly educated and relish experiencing all that a travel destination has to offer in a reserved, non-exorbitant way. They are drawn to history and prefer to travel independently. Personal History Explorers are a more culturally diverse group. They prefer to connect with their roots and look for ease and comfort while travelling. They are social and prefer being with others in groups when they travel. Cultural History Buffs are highly educated, often, single and like to travel alone or with one another. They are life-long learners, and seek the quiet discovery of the cultural and historical aspects of a destination. » Familiarity Seekers: Virtual Travellers are highly reluctant travellers who travel only when they must, typically to visit family or friends. Travelling is more of a chore for them. They are fearful of change and complexity in their lives, and like to maintain control when they travel. No-Hassle Travellers are average travellers leading busy lives. They are understated and cautious in spending money. They seek to escape everyday responsibilities and favour nature and worry-free vacations. Gentle Explorers are apprehensive travellers who prefer the tried and true to discovering new cultures. They prefer creature comforts and seek out luxurious, hedonistic settings. Travel is an opportunity to be more indulgent than at home. A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE Group Tourists are older, risk-averse travellers who are motivated to see the main sights in a destination. They prefer to travel in the comfort and security of groups. Winter activities are highly appealing. » Escapists: Rejuvenators are busy, family-oriented people seeking relaxing escape. They enjoy sharing travel with others (family, friends) and prefer it to be a time for understated indulgence and relaxation, away from their responsibilities at home. Escape Artists are travellers who seek to take a break from the real world and completely disconnect from work. They have a strong dislike for travelling in groups. Instead, they prefer to do unique and spontaneous things while on vacation. Tourism Winnipeg will collaborate with industry partners to develop experiences that align with the Explorer Quotient™ traveller's interests through roundtable workshops and marketing communications. PSYCHOLOGICAL POSITIONING | CANADA'S UNIQUE SELLING PROPOSITIONS The Canadian Tourism Commission has identified the following five competitive strengths that resonate with target customers from a tourism experience standpoint. Vibrant cities – cities are alive and inviting with experiences that engage all senses, filling customers with a sense of exploration, discovery and inspiration. Personal journeys by land, sea, air, and rail—the journey can be just as rewarding as the experience at the final destination. Connecting with Canadians—Canada's brand personality comes to life as fun, approachable and authentic. Travellers understand where Canada comes from and where it is going. Award-winning cuisine—Canada's cuisine acts as an introduction to the geography, people and culture that shapes the country. Active adventure among awe-inspiring natural wonders— visitors do not have to sacrifice comfort to be engaged in natural wonders, regardless of skill or experience in the outdoors. Tourism Winnipeg will build on the competitive strength of the Canadian Tourism Commission's unique selling propositions to position Winnipeg as a destination with inviting experiences that give travellers a sense of exploration, discovery and inspiration. These characteristics will be the foundation of Tourism Winnipeg's sales and marketing communications platforms that will inspire and compel travel to Winnipeg. 19

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