Canada and Alaska product manager Dominique Albouy of Grand Nord Grand Large (GNGL) is a familiar figure on the floor of Canada’s travel marketplaces. Her Paris‑based company has cut its own trail in a highly competitive industry by focusing on active holidays, enrichment and polar themes.
“We have always proposed programs around nature, of which dog sledding is only one. This is how we started our activities in Quebec; we then turned to whale watching, hiking and canoeing. Through a process of natural evolution we have come to Western Canada seeking different activities than those featured in Eastern Canada, but along compatible lines. These attract French consumers who may have gone to Quebec before and realized there are other experiences worth enjoying elsewhere in Canada.”
While it is true that French consumers are seduced by the type of welcome they get in Quebec (enhanced by the linguistic context), Albouy notices that French is spoken more and more in all provinces, where it is no longer unusual to meet industry people who express themselves in the language French travellers understand more readily.
“Still,” says Albouy, “nature is the magic word which best sums up what will motivate a French tourist to go to Canada. Consumers are seeking to travel, yes, but they also seek to derive something more lasting than the impression left by the journey from one destination to another. Even if the history of Canada is not quite as multifaceted as the longevity of European civilization, people are still interested by all that is associated with history and culture. Not the least of these is the realm of First Nations; now that we see them re‑emerging, we wish to understand their journey.”
"Fortunately," says Albouy, “we see a much wider aboriginal product‑offering now than we used to in Canada. However, we still face some challenges in making the experience accessible because, while aboriginal products appeal to classic clients, they might not always be interested in living an aboriginal experience in a primitive context. Still, more and more consumers now wish to get a taste of this aboriginal dimension of Canada,” she notes.
There are pricing issues: the product often implies less accessible destinations and they can be more difficult to integrate into a package. But consumers will increasingly consider this type of product, Albouy feels: "It is perhaps a sign of the times. More French travellers are attuned to issues of global warming and other phenomena which prompt them to ask themselves if they shouldn’t consider more active vacations that are perhaps more simple in nature. They might seek to rejuvenate their spirit, to find new meaning beyond those encountered on a trip to the Caribbean islands, surrounded by palm trees.”
Is there an opportunity to find these new meanings to life while on an active holiday in Canada? One that is just as rich, inspired by greater authenticity? For Dominique Albouy, the answer is: "Absolutely."
“We have always proposed programs around nature, of which dog sledding is only one. This is how we started our activities in Quebec; we then turned to whale watching, hiking and canoeing. Through a process of natural evolution we have come to Western Canada seeking different activities than those featured in Eastern Canada, but along compatible lines. These attract French consumers who may have gone to Quebec before and realized there are other experiences worth enjoying elsewhere in Canada.”
While it is true that French consumers are seduced by the type of welcome they get in Quebec (enhanced by the linguistic context), Albouy notices that French is spoken more and more in all provinces, where it is no longer unusual to meet industry people who express themselves in the language French travellers understand more readily.
“Still,” says Albouy, “nature is the magic word which best sums up what will motivate a French tourist to go to Canada. Consumers are seeking to travel, yes, but they also seek to derive something more lasting than the impression left by the journey from one destination to another. Even if the history of Canada is not quite as multifaceted as the longevity of European civilization, people are still interested by all that is associated with history and culture. Not the least of these is the realm of First Nations; now that we see them re‑emerging, we wish to understand their journey.”
"Fortunately," says Albouy, “we see a much wider aboriginal product‑offering now than we used to in Canada. However, we still face some challenges in making the experience accessible because, while aboriginal products appeal to classic clients, they might not always be interested in living an aboriginal experience in a primitive context. Still, more and more consumers now wish to get a taste of this aboriginal dimension of Canada,” she notes.
There are pricing issues: the product often implies less accessible destinations and they can be more difficult to integrate into a package. But consumers will increasingly consider this type of product, Albouy feels: "It is perhaps a sign of the times. More French travellers are attuned to issues of global warming and other phenomena which prompt them to ask themselves if they shouldn’t consider more active vacations that are perhaps more simple in nature. They might seek to rejuvenate their spirit, to find new meaning beyond those encountered on a trip to the Caribbean islands, surrounded by palm trees.”
Is there an opportunity to find these new meanings to life while on an active holiday in Canada? One that is just as rich, inspired by greater authenticity? For Dominique Albouy, the answer is: "Absolutely."
Comments