Market Segmentation Insights

To support businesses and communities, we will be supplying visitor and market insights to support Experience and Market Development for your Recovery Strategy.

NEW data is now available through Environics Analytics and we will share highlights as our new baseline report series is released. The updated system now profiles 67 market clusters. These clusters are associated with Destination Canada’s 9 Explorer Quotient market segmentation types known as “EQ”.

No matter how you need your market research profiled, we can access this information by activity, social values, demographics, psychographics and location….anywhere in Canada or the USA.

We can access 67 market profiles to define the ideal target audiences for your marketing campaigns. Through custom reports we can assist you in targeting these markets.

Quick Facts:

For your Recovery Planning – target the right markets for your experience offering. With over 67 profiles, here are some highlights of 3.

Affluent families and couples will have the means to keep travelling.

Highlights of Urban Sanctuary – The- A-LIST

The most affluent households in Canada with a net worth just under $5 million make up 90,425 households or 281,999 of the population with an average household income of $545,511. For the luxury market these University educated homeowners are clustered in Toronto, Calgary, Vancouver, Edmonton and Montreal.

Highlights of Middle-aged Upscale Suburbanites – Turbo Burbs

The wealthiest suburban segment, Turbo Burbs is a haven for middle-aged families found in the outer-ring subdivisions of a handful of large cities representing 162,533 households with an average household income of $212,649 and children between the ages of 10 and 25. More than 90 percent of households live in recently built single-detached homes, with an average dwelling value of more than $700,000. Top BC locations for this segment are the Kelowna, West Kelowna, Lake Country and Prince George

Highlights of Suburban, upscale middle-aged families – Family Mode

Comprising more than a million people, Family Mode is one of the largest segments— and growing. Home to large, suburban families living in recently built houses, this lifestyle is rooted in midsize cities surrounding large metro areas. Its neighbourhoods are filled with maintainers between 35 and 54, and children over the age of 10. The members of Family Mode straddle two worlds: close enough to downtown for their work but far enough away to enjoy outdoorsy activities. These families like golfing, gardening, canoeing and power boating. Average household income $141,436 making up 337,797 households. Top BC locations for this segment are Kamloops and Chilliwack.

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

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