Innovations Days April 24, 2012
Learn about our visitors 10 visitor segments similarities & differences what they do while here
The reasons visitors come to NS Business Other Pleasure Visit Friends & Relatives (VFR)
Pleasure visitors are high yield $2,000 $1,500 Pleasure Party Spend ($) $1,000 Business Other VFR $500 $0 2 3 4 5 6 7 Length of Stay
VFR & pleasure similar to pleasure $2,000 only $1,500 Pleasure $1,000 Business Other VFR & Pleasure $500 Pure VFR $ 2 3 4 5 6 7 Length of Stay
Activity Reason for visit Travel Party Yield Time of Year Region Age
Nova Scotia s 10 Visitor Segments Young Singles & Couples Outdoor Enthusiasts Families Lone Travellers Winter High Spenders 19% 16% 16% 15% 12% 12% Cultural Enthusiasts Urban Experiencers 8% 8% Festival and Events Culinary Enthusiasts 5% 6% Not in a segment 26% 0% 10% 20% 30%
Nova Scotia s 10 Visitor Segments $2,400 $2,000 Big Spenders Culinary Cultural Outdoor Party Spend ($) $1,600 $1,200 $800 Festival & Events Urban Winter Young Singles & Couples Families Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Three Yield Bands $2,400 Party Spend ($) $2,000 $1,600 $1,200 $800 $400 Big Spenders Festival & Events Urban Winter Young Singles & Couples Culinary Families Cultural Lone Travellers Outdoor 2 3 4 5 6 7 8 9 10 11 Length of Stay High Yield Average Yield Lower Yield
Three Length of Stay Bands $2,400 Short Trip Length Average Trip Length Long Trip Length $2,000 Big Spenders Culinary Cultural Outdoor Party Spend ($) $1,600 $1,200 $800 Festival & Events Urban Winter Young Singles & Couples Families Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Active & Engaged Enthusiast Groups $2,400 $2,000 Culinary Cultural Outdoor Party Spend ($) $1,600 $1,200 $800 $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
20% of Families are Outdoor Enthusiasts $2,400 $2,000 Outdoor Party Spend ($) $1,600 $1,200 Families $800 $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Higher % of Younger Visitors $2,400 $2,000 Big Spenders Party Spend ($) $1,600 Urban $1,200 $800 Festival & Events Winter Young Singles & Couples Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Higher % of Atlantic Canadian Visitors $2,400 $2,000 Big Spenders Party Spend ($) $1,600 $1,200 $800 Festival & Events Winter Young Singles & Couples $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
20% of Big Spenders are Lone Travellers $2,400 $2,000 Big Spenders Party Spend ($) $1,600 $1,200 $800 Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
More likely to travel during non peak season $2,400 $2,000 Party Spend ($) $1,600 $1,200 Urban $800 Winter Young Singles & Couples Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
All segments $2,400 Party Spend ($) $2,000 $1,600 $1,200 $800 $400 Big Spenders Festival & Events Urban Winter Young Singles & Couples Culinary The Leftovers Families Cultural Lone Travellers High Yield Average Yield Low Yield Outdoor 2 3 4 5 6 7 8 9 10 11 Length of Stay
Active & Engaged Enthusiast Groups Outdoor Enthusiasts Cultural Enthusiasts Culinary Enthusiasts
Active & Engaged Enthusiast Groups $2,400 $2,000 Culinary Cultural Outdoor Party Spend ($) $1,600 $1,200 $800 $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Active & Engaged Enthusiast Groups Shared Characteristics High Yield Outside Atlantic Region Motivated by their interests High participation in activities Travelled province extensively
Active & Engaged Enthusiast Groups Shared Characteristics Report high satisfaction Seacoast, landscape & wildlife, culture & people Pre plan trip online & use personal devices
Outdoor Activities Average Visitor Above Average Beach exploring Hiking Coast sightsee Nature obs. Swimming Whale watch Boat tour Kayak Above Average Beach exploring Hiking Coast sightsee Nature obs. Above Average Beach exploring Hiking Coast sightsee Average participation rates
Cultural Activities Average Visitor Above Average Craft shop Museum Park Farm/producer Music perform. Art gallery Above Average Craft shop Museum Hfx waterfront Park Farm/producer Music perform. Nightclub/pub Art gallery Above Average Craft shop Museum Hfx waterfront Park Farm/producer Nightclub/pub Art gallery Average participation rates
Outdoor Enthusiasts Unique Characteristics Camp and use smaller scale accommodations Environmentally oriented Higher education levels High first time visitors Low % VFR
Cultural Enthusiasts Unique Characteristics Higher % of couples Mature travellers High first time visitors High use of B&Bs Highest satisfaction ratings
Culinary Enthusiasts Unique Characteristics High % of couples, mature Highest use of B&Bs High education levels More luxury higher spend on restaurants and hotels; only 3% use campgrounds
Segments with Shorter Lengths of Stay Big Spenders Urban Experiencers Festival and Event Enthusiasts Winter Segment
Segments with Shorter Lengths of Stay $2,400 $2,000 Big Spenders Average Length of Stay Party Spend ($) $1,600 $1,200 $800 Festival & Events Urban Winter Segment $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Segments with Shorter Lengths of Stay Shared Characteristics High % visit Halifax Low activity outside interest area More Atlantic Canadians (excluding Urban Experiencers) High hotel use (excluding winter) Rejuvenation ranked higher
Segments with Shorter Lengths of Stay Key Differences Yield, income and education Different visitor mixes: first time/returning visitors pleasure/vfr pleasure visitors
Big Spenders Unique Characteristics Spend +$250 per person/per day One third spend 1 night Atlantic Canadians Here to shop, eat, go to a show or the casino 2+ nights: Average origin, satisfaction, activities Exception: NS food scored higher
Festival & Event Enthusiasts Unique Characteristics Higher hotel use Value for $$ important High % of Atlantic Canadians Visits concentrated in Halifax Low online trip planning prior to trip
Urban Experiencers Unique Characteristics Highest hotel use Visitors from outside Atlantic Canada Activities reflect urban setting Higher spend on hotels and restaurants Use electronic devices while here
Winter Segment Unique Characteristics High % of Atlantic Canadians High % of VFR Seacoast and nature scored low Less likely to plan trip online Lowest yield segment, lower spending in every category
Travel Party Segments Family Segment Young Singles & Couples Lone Travellers
Travel Party Segments $2,400 $2,000 Party Spend ($) $1,600 $1,200 Families $800 Young Singles & Couples Lone Travellers $400 2 3 4 5 6 7 8 9 10 11 Length of Stay
Travel Party Segments Shared Characteristics Higher education levels Younger than average Average satisfaction ratings Average activity rates Report key differences, but are otherwise close to average
Travel Party Segments Key Differences Yield & household income Percentage visiting friends & family Accommodation preferences Technology use Time of visit
Family Segment Unique Characteristics Higher incomes Arrive by car More likely to visit in summer High % returning visitors Beach activities high, nightclubs & pubs low, others average
Young Singles & Couples Unique Characteristics Higher % from Atlantic Canada Lower income, high education levels Visit during summer months Nightclubs & pubs, live music scored high; museums, galleries scored low High use of Smartphones; lower online trip planning prior to trip
Lone Travellers Unique Characteristics Highest % of VFR Lower income Tend to be younger Most stay with friends or relatives Visit year round High % returning visitors Scored rejuvenation high