Explorer Quotient (EQ) is Destination Canada’s traveller segmentation tool. While many segmentation techniques categorize people based on geographics, demographics and spending, EQ goes beyond the traditional type of market research and defines people based on psychographics and other personal factors. By looking deeper into people’s beliefs, concerns, interests, personalities and social values, the Canadian tourism industry can better design and offer experiences that suit visitors. Not only does this lead to more tourism revenue for the country but it also increases visitor satisfaction and ensures that tourists have exceptional experiences that they will recommend to friends and family.
The EQ Profiles are listed below.
Destination Canada. (n.d.). What’s your traveler type? https://quiz.canada.travel/caen/all-traveller-types
Cultural explorer
Active traveller’s who enjoy frequent weekend escapes. Always on the move, they immerse themself in nature, local culture and history.
Cultural history buff
These travellers strive to go beyond their own roots to understand the history and culture of others. They are the most likely to own a passport, and they enjoy solitary travel.
Free spirit
Something of a thrill-seeking hedonist, travel satisfies their insatiable need for the exciting and the exotic.
Gentle explorer
They like to return to past destinations and enjoy the security of familiar surroundings. They appreciate convenience, relaxation and typically look for all the comforts of home.
No-hassle traveler
A bit of an escapist, they search for worry-free and secure travel. They look for relaxation, simplicity, and a chance to experience the outdoors with family and friends.
Personal history explorer
They travel to gain a deeper understanding of their ancestry and heritage. Their travel tends to be a shared experience, both during and after the trip.
Rejuvenator
For them, travel is a chance to totally disconnect and get away from it all. When they travel, they want to stay in top hotels where they’re most comfortable and secure.
Virtual traveler
Tending not to travel very often, they prefer the comforts of home to the uncertainties of new places or cultures.
Authentic experiencer
This travel type is something of an improv artist, exploring nature, history and culture, all on the path to personal development.
I was introduced to the EQ segmentation tool in my first year of the tourism management program and throughout my time at TRU we have used it religiously to segment our markets for projects and class exercises. I was aware of its importance but I didn’t realize quite how much it is actually used in industry. Ever since I started working with the Cariboo Chilcotin Coast and Gold Rush Trail brands, we have used the EQ profiles significantly to discuss directions for marketing and copywriting. I am so glad that TRU prioritized teaching us about EQ because I now know how crucial it is to our tourism industry.
Badge #6 Excercise:
What type of traveller type are you after completing the Explorer Quotient Survey?
Cultural explorer
Based on your traveller type, identify four of your traveller characteristics.
– positive
– curious
– flexible
– energetic
Identify four target markets based on the marketing strategy of Tourism Kamloops
– young families and couples
– BC travellers (mostly from the Lower Mainland)
– Australia
– Germany
Based on the marketing presentation on Tourism Kamloops, are you considered one of the target markets for the destination? Explain why or why not.
Yes! My partner and I live in Alberta but as I’m originally from the Lower Mainland we love to travel to BC. We mostly travel to visit family/friends, participate in outdoor adventure, try local food and drink and for a connection with nature, which Tourism Kamloops offers.