REGIONAL DISTRICT OKANAGAN SIMILKAMEEN (RDOS)
FOR YOUR BUSINESS PLANNING, TOURISM DEVELOPMENT & MARKETING
Target Audiences
Both Visitor and Market audience profiles are available for use by Similkameen Valley businesses. If you wish to use the research for a digital campaign we can supply the geo-locations in Excel format which you provide to your agency or use for your digital targeting directly in Facebook/Instagram.
The opportunity to understand the difference in the types of visitors by season throughout the past three years allows both operators and marketers to consider the products and experiences they are offering for these seasonal differences.
Review the two reports from the Research Overview page.
Contact support@similkameenvalley.com
DOMESTIC VISITORS CANADA – BC & Alberta Markets
These audiences are used for content development and digital campaigns to market the Similkameen Valley.
BC
Top Visitor Origin of BC Residents are from Vancouver, Surrey, Kelowna, and Abbotsford consistently from 2019 (baseline), 2020 (COVID), and 2021. While overall volume decreased from each location during the period 2019-2021, these communities remain interested in the RDOS area. Further visitation from Penticton ranked in 2021 but not 2019-2020.
Top EQ types from BC found in all four quarters over the three-year period from 2019-2021 include Rejuvenators, Gentle Explorers, Free Spirits, Authentic Experiencers with Free Spirits, and Authentic Experiencers ranking one and two respectively followed by Gentle Explorers, for the summer season while Rejuvenators, Gentle Explorers dominate for October to March (off-peak summer season), followed by Authentic Experiencers and Free Spirits. Note: in 2021 Free Spirits dominated in Jan-March 2021 for the first time.
The top PRIZM segments from BC for all four quarters from 2019-2021 is Suburban Sports (given this segment is the largest in BC this is not surprising), followed by Country & Western, except for peak summer season which is Asian Achievement which ranked number two.
ALBERTA
Top Visitor Origin of Alberta Residents is from Calgary followed by Edmonton consistently from 2019 (baseline), 2020 (COVID), and 2021. While overall volume decreased from each location during the period 2019-2021, these communities remain interested in the RDOS area.
Top EQ types from Alberta found in all four quarters over the three-year period from 2019-2021 include Rejuvenators, Authentic Experiencers with Free Spirits, ranking consistently in the top three off-season quarters. For the peak summer season consistently Free Spirits dominate followed by Authentic Experiencers and No Hassle Travellers, then Rejuvenators.
Top PRIZM segments from Alberta vary in all four quarters over the three-year period from 2019-2021. January to March (off-season) All-Terrain Families were dominant in 2019 and returned at the top again in 2021. April-June (shoulder season) saw Modern Suburbia in 2019 baseline, All-Terrain Families 2020, and New Country in 2021. Peak summer season (July/Aug/Sept) was consistent across all three years with Modern Suburbia ranking number one, followed by All-Terrain Families. Oct-Dec (off-season) was mixed equally with Modern Suburbia tied Middle-Class Mosiac and in 2019 (baseline) and 2020 was mixed equally with New Country, Country & Western and The A List. 2021 saw an equally mixed combination of Multicultural Corners, Modern Suburbia, and Multicultural-ish. Visitor volume climbs steadily from May to June with July and August peak visitation periods.
Refer to the files below to view detailed information on each segment. Highlights are found on the opening page of each report with top locations where these audiences are located.
TOP VISITOR PROFILES TO RDOS
BC MARKET
Top EQ segments for the RDOS are listed below.
- Authentic Experiencers
- Free Spirits
- Gentle Explorers
- Rejuvenators
Top PRIZM segments for the RDOS are listed below.
- Asian Achievement
- Backcountry Boomers
- Country & Western
- Family Mode
- Savvy Seniors
- Scenic Retirement
- South Asian Society
- Suburban Sports (Number one segment outside the Lower Mainland)
TOP VISITOR PROFILES TO RDOS
ALBERTA MARKET
Top EQ segments for the RDOS are listed below.
- Authentic Experiencers
- Free Spirits
- No Hassle Travellers
- Rejuvenators
Top PRIZM segments for the RDOS are listed below.
- All Terrain Families
- Country & Western
- Family Mode
- First Class Families
- Middle Class Families
- Modern Suburbia
- Multicultural Corners
- Multiculturalish
- New Country
- Savvy Seniors
- The A List
