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

For more research information by TOTA, Visit us online at: https://totabc.org/research/