Destination Canada’s Explorer Quotient (EQ) Market Segmentation Update

Destination Canada’s Explorer Quotient (EQ) Market Segmentation Program Update – 2019

EQ Composition by Top Markets

British Columbia

The BC Household Market is Dominated by:

  • Free Spirits at 20%
  • Authentic Experiencers at 15%
  • Rejuvenators at 14%
  • Cultural Explorers at 13%
  • Cultural History Buffs at 11%

Alberta

The Alberta Household Market is Dominated by:

  • Authentic Experiencers at 18%
  • Gentle Explorers at 17%
  • No Hassle Travellers at 16%
  • Free Spirits at 14%
  • Cultural Explorers at 10%

Ontario

The Ontario Household Market is Dominated by:

  • Free Spirits at 18%
  • No Hassle Travellers at 14%
  • Rejuvenators at 12%
  • Authentic Experiencers at 11%
  • Cultural History Buffs at 10%

Washington State

The Washington State Household Market is Dominated by:

  • Authentic Experiencers at 19%
  • Gentle Explorers at 12%
  • Free Spirits at 11%
  • Cultural Explorers at 11%
  • Virtual Travellers at 9%

Source: Environics Analytics

For more information on Research or Fees for Services Contact:

Simone Carlysle-Smith, Thompson Okanagan Tourism Association, Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448

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