As Canada's national tourism marketing organization, our job is to learn everything we can about travellers to Canada. That's why we've gone beyond traditional market research to find out exactly why people travel and why different types of travellers seek out entirely different travel experiences. The result, after years of research, is the Explorer Quotient^® (EQ).

Your consumer should be at the centre of your marketing approach. EQ will help narrow the focus of your marketing campaign to reach your target audience. By creating a profile of your customers, EQ provides your staff and the partners they work with a common language to discuss prospects, plan campaigns, build marketing communications, purchase media and ultimately deliver the products consumers are most likely to buy.

Our innovative market segmentation tool comes from the science of psychographics-an evolution of the traditional field of demographics. Instead of defining people based on age, income, gender, family status or education level-all of which is valuable information-psychographics look deeper at people's personal beliefs, social values and view of the world. It's a major leap forward, because these factors are what drive real people to seek out certain types of experiences.

EQ is changing not only the way that that Canada markets and sells its experiences, but also the visitor experience. Whether you operate a small or large tourism-based enterprise, the EQ tool promises to help you in developing your tourism experience, pinpoint your best customers, market your business and drive sales.  

Watch the guided tour  to learn how EQ can improve your bottom line.

Large Business or Destination Marketers

Harness the power of EQ for yourself.

Destination marketers and businesses that promote Canada and its tourism products can license EQ. A license will provide your business with tailored EQ research for ten key international markets, annual updates and enhancements, your very own Commercial EQ Quiz and staff tools that can get you building stronger marketing campaigns instantly.

EQ Benefits

• Deeper customer knowledge
• More targeted campaigns
• Improved marketing performance
• Higher awareness
• Stronger leads
• Lower marketing costs
• Better ROI.

Download our brochure or e-mail your interest to EQ@canada.travel.

 

Hire the best

Look for this logo when hiring a consultant to help train your staff or to apply EQ in your business.  These professionals have received in-depth training and are ready to make sure you get the most out of your marketing efforts.

Small- or Medium-Size Enterprises

Discover your best customer and speak to them like never before.

As an award-winning proprietary tool, EQ is changing the way travel experiences are developed, marketed and sold.

Find out how to harness the power of EQ and serve up the experiences that travellers are most likely to buy. Click here to view the Small and Medium Enterprise EQ Toolkit. You'll find links to downloadable pdf guides covering:

• Cutting-edge EQ intelligence and insights to help you find and keep your best customers.
• Practical ways you can use EQ to position and promote your tourism business.
• Useful tips and worksheets to help package your tourism product to better target your customers.
• Effective tips to generate sales using EQ tools and intelligence.

We want to hear about your success with EQ! E-mail us your story at EQ@canada.travel.

Need help or advice? 

Look for this logo when hiring a consultant to help train your staff or to apply EQ in your business.  These professionals have received in-depth training and are ready to make sure you get the most out of your marketing efforts. Click here for a listing of EQ experts.

 

Looking to get more out of EQ?

Download our brochure to find out how.