The Explorer Quotient

Worksheets

Lets bring EQ home to your business. Welcome to the EQ Master Worksheets

Specially developed with the small to medium sized business in mind, these worksheets are part of the Canadian Tourism Commissions commitment to helping your business nd and attract its best customers.

2009 Canadian Tourism Commission. All rights reserved.

This powerful, exible business intelligence can be used on its own, or to augment what you already know about your customers. EQ transforms tables full of abstract demographic data into understandable, true-to-life portraits of your best customerswith highly actionable insights of how to better serve their needs. This EQ tool is designed to assist you in making some choices about which Explorer Types will suit your business and product mix. It prepares you to effectively use the other tools like the Asset Development Guide to help you get the most from the EQ research.

In total, this component comprises a number of worksheets one for each of the Explorer Types in all the markets that the CTC focuses on. You get a one-page summary of the research on that Explorer Type quick demographic facts, social and travel values, as well as travel behaviours. Theres also a brief description of the kinds of products the Explorer Type prefers, plus some practical examples of how small businesses could enhance their product offer and marketing strategy to really get this explorers attention. So, lets get started. You already know a lot about your customers, so lets start there.

Canada Authentic Experiencers 12%

Travel Values
Want to see vast natural settings and wonders around the globe, but theyll also take in local park scenery. Like to integrate into the local culture, eat authentic foods, learn the language to converse with locals, and explore areas ignored by tourists. Seek to learn all that they can about the cultures they visit in advance of their trips. Abhor commercial comforts of Western hotels, seeking to live as authentically as the locals do. 56% 44% Not overwhelmed by travelon a life-long journey of learning. Travel is not about escape but personal development. Education Occupation Highest post-grad High

Social Values
Control Seekers With a high degree of Personal Control, these travellers Reject Authority and live according to their own rules. Sampling Interested in Cultural Sampling and with a Need for Spontaneity, this type is always on the move. Discrete Although afuent, these travellers prefer understated and ethical consumption.

Household Income Highest retired, highest professional Lifestage Empty nesters

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Longest vacations of all, preferring a week or more for vacations. Sometimes ties pleasure travel in with business. Adventure travel Most likely to travel for specic adventures, or to learn/explore something new. Destinations More likely to y to distant destinations. Most interested in Outdoor adventures, local lifestyles and avours, beautiful landscapes, wildlife, historical/cultural attractions and landmarks, learning/exploring, selftouring, resorts and accommodations tied to their interests, and classical performing arts. Less interested in Travel related to sports tournaments (participatory and spectator), festivals and events, RV camping, powered outdoor adventures (e.g. ATVs and snowmobiles). Audit your product offering. Are its strong points a match to the interests of Canadian Authentic Experiencers? In addition to Canadas prime motivatornaturethey will search out good quality local cuisine and chances to mingle with fellow Canadians in unique locations. They like to keep physically active when vacationing, although they have less interest in strenuous outdoor activities (mountain climbing being a notable exception). They look for authenticity in accommodations and, unlike their American counterparts, are open to camping. Enhance opportunities for sampling and learning about local culture and, in doing so, differentiate your product. For example, combine forces with a restaurant known to focus on local foods and offer the 100-mile culinary experience, with a market trip and cooking with local personalities. Authentic Experiencers like to keep active. What are some of the outdoor activities in your area they could be doing? Package these up and tie them in with opportunities to see local sights and absorb the local history. Then nish with a little bit of luxury (e.g. spa) or cultural event. This approach will attract both the short-haul market using your product for a getaway, and the longer-haul traveller as part of a multi-point trip or week-long vacation that offers a variety of related events or activities. Work with event- and incentive-travel planners who are focused on the Canadian market to offer pre- and postmeeting packages or retreats themed around personal development or local culture, especially in beautiful scenic settings. If your product is near or within a major urban centre, work with the planners to have your
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Adapt your service offer to increase value perceptions relative to staying in Canada. Orient your staff to provide tips on areas to explore where tourists dont usually go (and only the locals know about).

Marketing Tips
As with many Canadians, this type uses the internet as a primary tool for travel research and booking. Your website is the gateway to your business, so make sure that its content stresses your Authentic Experiencer product strengthsand that it is written with simple language and keywords (e.g. authentic culture/history/ lifestyles, learning, unspoiled nature, y-drive) that are friendly to search engines. Authentic Experiencers also rely on travel guides, magazines, and books for travel research. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people connecting with the place, enjoying themselves, eating authentic foods, conversing with locals, and exploring off the beaten path. Use messaging that addresses their values. For example, address their need for ethical consumption by talking about any sustainability programs you have. Take advantage of value messages around domestic travel, such as currency. Given that Canadians may be looking for options closer to home, be sure your product is well presented to both short-haul and long-haul visitors. Have a getaway-style product available with further options designed for a long-haul guests coming for a longer stay. The further they travel, the more they will want to see and do.

product included in their meeting programs.

Canada Cultural Explorers 13%

Travel Values
Always excited about the next trip. Fascinated by the ancient history as well as the modern cultures of the places they visit. Travel is a journey, not the destination, and is best experienced with like-minded companions who want to have fun while learning. Feel relaxed and free while traveling. Seek an authentic experience, and dont want to stay in sterile, commercial hotels. While cautious, these travellers are not afraid 41% 59% to venture into the unknown in pursuit of discovery. They will not be constrained to tourist schedules or destinations, but will chart their own courses. Education Occupation College/university High FT, professional/ofce

Social Values
Personal Challenge Risk-taking, with an Adaptive Navigation, these travellers easily gure out how to make the most of a situation. Open-Minded Believe in modern notions of Family, Gender, and Heterarchy. Deep interest in Cultural Sampling and Fusion. Energetic Creativity Their quests are driven by Vitality and Spontaneity, along with a Need for Uniqueness and Personal Creativity.

Household Income Middle-high Lifestage Average

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Take the most vacations; trips of all durations, but especially weekend escapes. Adventure travel More likely to want to learn, explore something new, and engage in the local culture. Destinations Open to B&Bs, camping, hostels, all modes of travel. Most interested in Sampling local avours, local lifestyles, Aboriginal culture, beautiful landscapes, rivers/waterfalls, cultural attractions, festivals, relaxing in peaceful environments, self-touring. Less interested in Luxury resorts, spa/wellness experiences, golng, skiing/snowboarding, sports events (unless at the international level), guided group tours. Audit your product offering. Is it strong in what interests Canadian Cultural Explorers? In addition to Canadas unparalleled natural experience, they love to become totally immersed in local culture, colours, and avours while on holiday. Aside from walking and hiking, they have little interest in outdoor activities. While similar in many ways to Authentic Experiencers, their emphasis is on connecting to other people (and, through those people, the place and its history). They are more likely than others to seek out small inns and B&Bs. If you have a food service in your product mix, consider offering menus that have historical and cultural signicance (e.g. a full-course French-Canadian meal or an Aboriginal meal), or follow the 100-mile rule for ingredients. If applicable, tie-in information about local farming and agriculture. Canadian Cultural Explorers love to relax in a peaceful environment. If your product has a natural setting, point out where they can go for quiet timeslike reading a book by a babbling brook, taking a picnic into an alpine meadow, or simply gazing out on a beautiful scene. Adapt your service offer to increase value perceptions. Orient your staff to local history and culture so that they can give visitors tips on hotspots or out-of-the-way places only the locals know about. Help your Cultural Explorers access transportation options that allow them to be spontaneous, move like locals, and pack in lots of different experiencesbike and scooter rentals, taxi or limousine services, or shuttles.

Marketing Tips
The internet is a prime tool for travel research and booking, and particularly so with Cultural Explorers. Make sure your websites content stresses the cultural strengths of your productand that it is written with simple language and keywords (e.g. Canadian culture/ history/lifestyles, learning, unspoiled nature, hiking) that are friendly to search engines. Cultural Explorers also rely on regional tourism sites, so be sure your product is robustly presented, and tied to appropriate complementary travel partners. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people admiring the destination and enjoying cultural or historical attractions. Use messaging that addresses their values. For example, use language and imagery that presents an open rather than traditional stance. Take advantage of value messages around travelling domestically, such as currency. For Canadians looking for options closer to home, be sure your product is well presented to both short-haul and long-haul travellers. Have a getaway-style product available with options designed for guests who are interested in a longer stay or who are coming from further aeld.

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Canada Free Spirits 11%

Travel Values
Life is more exotic abroad, so travel is continuous and exciting. Aspire to stay in the most luxurious accommodations and venues. Want to see all the main attractions, but do not need to go in-depth. High energy to see everything. Want to be the centre of attention, so theyre attracted to groups and shared experiences. Dont want to wait at home, constant need to 50% 50% travel. The internet is no substitute. Want some structure and planning. Packages should include planned activities. Education Occupation Some university Students, FT white collar

Social Values
Upward Striving High Social Mobility and Entrepreneurialism inspire a strong sense of Personal Challenge. Unsure of Goals Deterred by Time Stress, Aimlessness, Anomie and Fatalism, reected in Acceptance of Violence. Social Lives Rule Craves Social Intimacy, Celebrating Passages and Attraction to Crowds. Values Sexual Permissiveness and Hedonism. Flashy Consumers Their Need for Status Recognition drives Aesthetics, Ostentation, and Importance of Brand. Theyre also Technophiles.

Household Income Average or above Lifestage Singles at home

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Greater number of all types of trips; more weekends; will combine business and pleasure. Fun events Travel to spend time with friends and celebrate events. Destinations Travel in organized groups; stay with family/friends, in luxury hotels, or hostels. Most interested in Sampling local avours, local lifestyles, cities close to nature, playing golf, skiing/snowboarding, entertainment experiences, attending major events, sports events, shopping. Less interested in Self-touring, learning/exploring, Canadian hospitality, parks/heritage sites, historical/cultural attractions, wildlife, hiking/trekking, small towns. Combine forces with a complementary tourism operator to put together special group packages for singles around major sporting or entertainment events, featuring rst-class meals, accommodation, and transportation at a great price. Check your business amenities. Free Spirits make frequent use of the internet and are more likely to combine business with pleasure. Free in-room wireless internet connections and a well-equipped and accessible business centre will earn their appreciation. Adapt your service offer to increase value perceptions. Train staff to be ready to direct them to the best local
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attractions, landmarks, restaurants, and nightlife, and make sure your team is aware of events in and around your experience (including concerts, sporting events, and other entertainment). Be prepared to sell the merits of travelling domestically, including the luxury options in Canada.

Audit your product offering. Is it strong in what interests Canadian Free Spirits? They enjoy luxury holidays, rst class resorts, golf, skiing and spas/wellness. When they go somewhere, they have a list of must-see and must-do things, which will include experiencing the local lifestyle, avours, and vibe through entertainment and social adventures. Free Spirits will travel in social groups and seek experiences that will allow them to socialize with each other and mix with the locals. They like to celebrate events in exciting destinations, and enjoy the nest they can afford (hence the mix of luxury and hostels). Free Spirits are drawn to winter sports. If your experience is in or near a ski resort, create appealing packages that combine lift tickets, spas/wellness, great aprs-ski and cuisine, and luxury accommodations. Build packages and promotions around major events (especially concerts) happening in the resort, and be sure to offer further getaway-style options to appeal to both the domestic long-haul and short-haul traveller.

Marketing Tips
Make sure your internet content stresses your Free Spirit product strengthsand that it is written with simple language and keywords (e.g. pampering, spa, beautiful scenery, luxury, skiing, resort, events, entertainment, nightlife, shopping, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people having fun with each other or relaxing against a backdrop of beautiful landscapes, local landmarks, or vibrant city or resort scenes full of life. Use messaging that addresses their values. For example, they are big on word-of-mouth recommendations from friends and experts (guide books). How else do they know what to put on their list? Develop ways for your customers to recommend your product to their friends (e.g. e-cards). Be sure your message clearly promotes the opportunity for luxury experiences domestically, both as short- and long-haul vacations. For example, if your product is part of a ski resort, promote weekend or short-stay programs along with week-long packages. Also ensure that the activity line-up reects the potential length of stay, realizing Free Spirits will jam in more than other types in the same time (i.e. they sleep less).

Canada No-Hassle Travellers 13%

Travel Values
Travel mainly to get away from their everyday stresses and responsibilities. Want to have no worries or cares, with everything taken care of for them These travellers need guidance in their travels and prefer travelling in groups with others, particularly their families. Afraid of unfamiliar or threatening places. Drawn to the purity and serenity of open spaces. Travel is rarely planned in advance and is more 40% 60% focused on visiting family/friends. While they want to relax, this group never loses its cool. Education Occupation Average/university Stay-at-home, ofce/retail/service

Social Values
Simplicity Seekers Feeling Time Stress and an Aversion to Complexity, this type reaches for stability and predictability. Rational Low sense of Vitality, Spontaneity, or Impulse. Spiritual Guided by a strong sense of Religiosity, these Spiritual Questing travellers are looking for deeper meaning in life. Careful Shoppers Discriminating Consumers and Skeptical of Business, they avoid Novelty, Ostentation, and Advertising.

Household Income Average Lifestage Families with children

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Shorter trips, often preferring weekend getaways. Family Events Visiting family/friends is the main reason, but celebrating special events is important too. Destinations Stay with family, usually within driving distance. Information sources Family, with very little actual planning. More interested in Nature, camping, shing, participating in sports competitions, entertainment and amusement parks, Aboriginal culture and events, farmers markets and fairs. Less interested in Winter-oriented outdoor activities, arts and culture activities, historic sites, large festivals and events, resorts, pampering/spas, shopping, gardens. Partner with child-centric organizations in your area (e.g., sports associations) and provide special offers around major eventsmake it easy for families attending the event to enrich their visit. Create an on-premises family trip resource centre. Include elements such as educational material or videos about the area (Youtube can be a great source of videos), brochures from family-friendly area attractions, and information on the ten best picnic spots, events, local playgrounds, parks, etc. If you provide child-friendly activities, direct special offers at local families and grandparents so that they will bring visiting family members to your experience. Audit your product offering. Is it strong in what interests Canadian No-Hassle Travellers? Vacations are generally focused on family: visiting (and staying with) family or friends, or as a family getaway (e.g. a camping trip). Activities are focused on children and opportunities to do things together, primarily during the summer or in warm-weather locations. When it comes to their vacations, they do not do a lot of pre-planning; instead, they rely on the family they are visiting to provide ideas as to what to do. No-Hassle Travellers are drawn to all-inclusive attractions that focus on family fun. If you provide accommodations near an amusement park, water park, or other childfriendly activity (e.g. mini-golf, country fair, etc.), consider combining forces with those businesses to build and promote family-friendly packages.

Emphasize hassle-free and kid-friendly in your service offer. Hire staff who are comfortable with children and train them to be ready to provide information as well as assistance to parents. Build in services that the whole familylittle kids, teens, and parentswill enjoy: discovery activities for kids, a place for teens to hang out (watching videos or listening to music), and opportunities for parents to enjoy some quiet time together.

Marketing Tips
Word of mouth, especially from other families, is this types primary source for information (even more so than the internet). Make sure local families know about your products and services. Create programs or special offers that reward local families for recommending your experience. The internet is also an important source of travel information, so make sure that your content stresses your No-Hassle Traveller product strengthsand that it is written with simple language and keywords (e.g. kid-friendly, all-ages, childrens programming, childrens menu, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Use inspiring imagery that focuses on families of all types (e.g. single parent, multi-generational, etc.) having fun together or doing activities against a backdrop of nature. Create offers and use messaging that addresses their values. For example, as discriminating consumers they will be price-conscious, so clearly state your price and the value you provide.

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Canada Rejuvenators 8%
Travel Values
Travel mainly to get away from their everyday stresses and responsibilities; plan at least one trip per year to allow them to do this. Seek to be pampered and cared for, so they can return refreshed and recharged. Do not want to go off the beaten-track; prefer familiarity around them. Family-oriented, they want to share their experiences with loved ones. Not interested in luxury travel. Although they 42% 58% want comfort, they do not want to be wasteful as they cannot afford to travel as often as they would like. Culture and history both sound like work for Education Occupation High school, trade school FT trades, at home these travellers, which is the last thing they want to do.

Social Values
Traditional Families With Primacy of the Family and Traditional Gender Identity, these travellers seek well-dened home structures. Cultural Assimilation Weak on Multiculturalism and Cultural Sampling, these travellers prefer familiarity to discovery. Impulse Buyers But not interested in Novelty or Technology. Relaxed Lifestyle With a low sense of Vitality, these travellers are not interested in Personal Challenges or Risk Taking.

Household Income Medium and lower Lifestage Married with children

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Shorter trips, often over the weekend to get away from it all. Family Visiting family and friends is the main reason to travel, but celebrating special events (often done as a family) is important too. Create packages that focus on rejuvenation and Destinations Most likely to drive to local destinations. More interested in Outdoor activities (such as shing, climbing, mountain biking, hiking, hunting, snowmobiling, and boating), Aboriginal-related activities, team and spectator sports, western-themed activities or events, theme/amusement parks. Camping (tents and RVs) and remote wilderness lodges are high, as are farms and houseboats. If you own a campground, ensure you have enough Less interested in Festivals and events (except western-themed), luxury resorts and related activities (e.g. golf, spas, skiing), shopping, museums and historical sites. RV spaces to accommodate Rejuvenators who want to get out and experience the revitalizing qualities of the outdoorscomplete with full-service hook-ups (electricity, cable, internet, etc.). Provide convenient itineraries and maps that allow them to self-tour local parks, heritage sites, and other attractions in your area. Provide lists of the relaxing things to do at these places and nearby (e.g. the best place to read a book). recreation, combining options for leisurely outdoor activities (e.g. walks, afternoon yoga on the beach, a paddle in the lake) in beautiful landscapes with spas/ wellness, accommodations, and evening entertainment. When locals are hosting family gatherings to celebrate signicant events (like birthdays, reunions, and anniversaries) at your hotel, restaurant, or attraction, try to provide add-on options and incentives for guests to stay a few extra days to rejuvenate. Audit your product offering. Are its strong points a match to the interests of the Canadian Rejuvenator? This explorer likes short getaway vacations where they can relax and enjoy the scenery and maybe indulge in a bit of self-care. Not fans of guided tours, Rejuvenators tend to use their own vehicles to transport themselves to a change of scenery. They like to get involved in moderate activities, but nothing thats too much workvacations are for relaxing.

Adapt your service offer. Ensure that your staff members are aware of the importance of providing services focused on making the vacation carefree, and that they are able to provide helpful suggestions on the array of things to do in your destination that suit the needs of Rejuvenators.

Marketing Tips
As with many Canadians, Rejuvenators use the internet as a tool of choice for travel research and booking. Your website is the gateway to your business, so make sure that its content stresses your Rejuvenator product strengthsand that it is written with simple language and keywords (e.g. relaxing vacation, getaway, family, etc.) that are friendly to search engines. Rejuvenators like familiarity, and if they have a good experience they may consider returning. Make it easy for them to do so, perhaps by developing a frequent guest program that provides some of the little extras they like when they return. Help them visualize themselves in the experience. Use inspiring imagery that focuses on people relaxing in beautiful scenery, enjoying the spa, or having fun in an outdoor recreation activity. Use messaging that engages their senses and builds on their social values, stressing such elements as the importance of family and leaving the job behind.

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Canada Cultural History Buffs 6%

Travel Values
See travel is the nal stage of learning all one can about a place, time, or history. Deep desire to see history in its modern context, engage with locals, and learn their customs and languages. Willing to visit must-see destinations as well as more obscure ones. Pursue personal interests while travelling it makes the whole experience more intrinsically rewarding. 49% 51% Little interest in learning about their own roots or heritagefocused on the cultures of others. Little interest in comfort and luxury as this is seen to detract from authentic experiences. Education Occupation College/university, post-grad Reject standard tourist fare; these travellers Highest FT, professionals are not afraid to chart their own courses. Household Income Middle-high Lifestage Single/divorced, no kids

Social Values
Idealistic Mindset With a sense of Personal Control these travellers reject Fatalism. Instead, they seek progressive change. Open-Minded Believe in modern denitions of Family and Gender relations. Deep interest in Cultural Sampling and Fusion. Understated Style Ecological Concern and low Condence in Business keep their consumer behaviours in check.

Age

18

25

35

45

55

65

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Product Development Tips Travel Behaviours

Vacations Average vacationing patterns, but more likely to be solitary travellers. Adventure More likely to be seeking specic adventures, plus opportunities to learn about or engage in a new culture. Destinations Makes own reservations, preferring family B&Bs. Passport Most likely to own a passport. More interested in Historic sites/landmarks/monuments, classically oriented performing arts, resorts and resortoriented activities (water- and land-based), wilderness resorts, spas/wellness, wildlife viewing. Less interested in Theme parks/attractions, sporting events, western- and rock-based performing arts, camping (tents and RV). Provide free access to the internet so they can supplement their knowledge-gathering with research that rounds out the learning experience. Review your service offer. Orient your staff toward opportunities for direct experience of Canadian culture, and towards venues and vehicles for learning about history. If you have food service in your product mix, consider including or partnering with a local supplier to offer cooking classes with historical or cultural signicance (e.g. a full-course French Canadian meal). Audit your product offering: Are its strong points a match to the interests of Canadian Cultural History Buffs? In addition to Canadas pristine natural beauty, this group seeks opportunities to experience the culture in an effort to learn and grow. They love to absorb the true lifestyle of their destinations. These travellers have a preference toward self-guided tours as a good way to explore the people and history of a place. They tend to focus on simple accommodations that provide the chance to be closer to the locals and experience Canadian hospitality rst-hand. Enhance your products emphasis on learning about culture or history. Engage local experts to provide talks or presentations on the areas history, or make reference materials or information sheets on important aspects of local history available to visitors.

Marketing Tips
As with most Canadians, these travellers use the internet as a tool of choice for travel research and booking. Your website is the gateway to your business, so make sure that content is current, stresses your Cultural History Buff product strengths, and is written with simple language and keywords (e.g. Canadian culture or history or lifestyles, learning, unspoiled nature, etc.) that are friendly to search engines. Help them visualize themselves in the experience. Showcase inspiring imagery that focuses on groups of people engaging in cultural activities, enjoying the attractions, and experiencing spectacular natural environments. Use messaging that engages their senses, stressing social values like ethical consumerism, ecological concern, and progressive change.

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