Issue link: http://tourismwpg.uberflip.com/i/632760
10 A Master Tourism Plan for Winnipeg | 2016-2018 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. 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. » 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 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. Multi-generational 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. » Men Mancations, formerly known as a boy's weekend, guys-only trip or stag vacation have become increasingly popular. Mancations 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 or snowmobiling, etc. » Hipsters A hipster is someone who is eager to learn, see and do. It is someone who doesn't want to appear "mainstream" and will wear any type of label/brand to something trendy and original. Hipsters travel both far and near, to desolate islands and big cities, to far-flung places and to grandparents' houses. They travel with enthusiasm and eagerness to discover the world and to meet new people. Hipsters travel with respect, compassion and understanding for others. » Lesbian, Gay, Bisexual and Transgender (LGBT) New LGBT2020 Research Data released by Out Now Business Class indicates that global LGBT tourism is an increasingly competitive market and valued in excess of USD$200 billion in annual spending. The LGBT market has a higher-than- average disposable income as well as taking frequent trips with higher-than-average per trip expenditures. LGBT travellers are seeking destinations with strong LGBT-welcoming infrastructure of bars, restaurants, hotels, nightlife, entertainment, businesses and media. » 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 socially- conscious 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. » Millennials Born between 1980 and 2000, Millennials are generally well-informed, electronically savvy, like personal attention and are passionate about environmental and social justice issues. Millennials travel the most of any age and are more inclined to spend money on travel rather than possessions. According to PhoCusWright, 71% of Millennials will take short getaways of three nights or less, and are twice as likely to take trips of 14 days or more. Millennial travellers believe passionately in work-life-balance and are more adventurous seeking unique and remote destinations. Thermëa Spa Festival du Voyageur Shopping at CF Polo Park Patio on Corydon: William Au St. Boniface: Mike Sudoma Canadian Museum for Human Rights St. Boniface: Mike Sudoma Cafe Postal: Instagram @cafepostal