Changing consumer habits warrant better-targeted marketing

(Originally published in TOURISM)

Le Québec maritime was founded in 1997 by five tourism associations seeking to promote their regions to markets outside Quebec. Christian Ouellet, a research officer with the organization, says he noticed an important consumer shift since 2002 in how consumers find out about products:

“Consumers are less and less likely to access tourism products through travel agents and are becoming more autonomous when planning their trip. This is mainly because of the increasing role played by the internet.” Ouellet refers to a 2005 study conducted among visitors to the region which found that two‑thirds of those surveyed had made use of the internet to plan their trip.

“The internet is becoming a very important planning tool," he points out. "This means it is also becoming an important marketing tool, which compels Québec Maritime to change its practices. More and more, we use the web to lure consumers; for instance, this year we worked in partnership with Tourisme Québec and the Société des établissements de plein air du Québec (SEPAC) to stream 20‑second short videos introducing the Québec maritime experience on outdoor activity and weather websites. The intent was to get the web users’ attention and to lead them to our marketing campaign sites where products and tourism offerings were featured in greater detail.”

Depending on their profile, surfers were directed to different web channels. ‘Contemplative’ visitors were directed to one channel. Those surfers targeted as ‘outdoor enthusiasts’ were directed to another. This approach,” Ouellet says, “fosters a market segmentation which allows us to get to know our clients better. It is also harmonized with our exit survey reaching 1,500 tourists from outside Quebec (English Canada, the United States and Europe).”

With this intelligence in hand, Ouellet goes on, “we are able to flesh out a general portrait of our visitors. It allows us to not only establish our visitors’ point of origin, but to target regions, cities, neighbourhoods and streets. With the help of available statistics (like those of Statistics Canada), we can get to know the profile of people who live there, what their specific family income is, whether or not they have children, are part of the workforce, or are retired. All of these factors influence the way we commercialize our product.”

By gaining greater knowledge of visitors’ profile, it becomes easier to speak with them in terms they can relate to. Ouellet says his team has witnessed a growth in marketing tactic performance as a result. It also yielded valuable intelligence, like an observed increased concern for the environment: “We need to offer a quality experiences that respect the client as well as the environment.”

The other emerging aspect which matters is authenticity, Ouellet finds. “Along with beautiful landscapes, considerations around nature, local hospitality and culture also matter.” More specifically, he highlights consumers’ curiosity around what is commonly referred to as “free” culture (as opposed to museum or artisans shop visits).

The memorability of the travel experience often stems from people finding themselves suddenly on shared, yet unfamiliar ground, thereby creating opportunities for exchange. That is often the essence of the journey, and it is the element we all too often tend to put aside.

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