2022 VISITOR RESEARCH REGIONAL DISTRICT OKANAGAN SIMILKAMEEN (RDOS)
Key findings from 2022 Visitors to the RDOS from BC and Alberta include:
- BC continues to be the number one domestic market for visitors BC, followed by Alberta
- Review of visitor market segments using the PRIZM market segmentation profiles from 2022 annual visitor data indicated similar visitor segments to the Regional District Okanagan Similkameen (RDOS) compared to the Thompson Okanagan region for the top 3 for BC and top 4 for Alberta. Note this result is partially relative to the top market segments also represent the top household counts by volume.
- The top 18 individual PRIZM segments to the RDOS were grouped by life stage and location to identify 4 custom target groups for BC and 5 for Alberta to create custom profiles by market.
- City vs. rural target groups are distinct and BC and Alberta target groups are also distinct.
- Detailed reports with preferred activities, social values, media habits, travel preferences, etc. are provided for each custom target group. (See below).
- In addition to targeting audiences by their target group, activity-based market profiles support the latest visitor profiles.
CUSTOM TARGET GROUPS
FOR YOUR BUSINESS PLANNING, TOURISM DEVELOPMENT & MARKETING
Target Groups
Both Visitor and Market audience profiles are available for use by Similkameen Valley businesses.
- Target Groups combine similar variables for targeting by location, life stage, characteristics, etc. based on previous visitors to the RDOS in 2022
- Target Groups allow for the personalization of audience targeting and potential engagement by tailoring experience design, content creation, and marketing for each group.
- Target Groups are created by combining individual PRIZM segments which are cross-referenced by Destination Canada’s Explorer Quotient EQ type, Location (urban/suburban/rural), Lifestage (Family Life, Mature Years, Younger Years), Social Values, Activity such as (hike, cycle, culinary, etc.).
- Target Groups are based on the highest visitor volume from previous visitation using the 2022 data vintage. The target groups are presented by market size, this accounts for current visitors and new market potential. Refer to the full report by the corresponding custom target group name for details about each group.
- Additional layering of activity-based target audiences has been included as they are relevant to the RDOS experience themes. Refer to the full report for each activity theme. While the BC data set is from 2021, it is the only source available currently.
Review the FULL REPORT here. For Key Findings see below.
Contact support@similkameenvalley.com
DOMESTIC VISITORS CANADA – BC & Alberta Markets
These audiences are used for content development, social media and digital campaigns to market the Similkameen Valley.
BC MARKET
Four distinct target groups represent 63.2% or 1,282,420 of BC households for market potential, which is over ½ of BC households. (Refer to detailed reports below)
1) Suburban Families
2) Asian Couples & Families
3) Mature Couples
4) Young & Cultured
Location of the target groups are found outside Vancouver and mostly located in the Fraser Valley, Okanagan, and Vancouver Island with the exception of the Asian Families/couples group who are located in Vancouver, Burnaby, Surrey and Richmond
Close in regional travel (Okanagan Corridor) supports local communities in addition to higher volumes from larger populated areas (Lower Mainland)
- Overall Top EQ Types: Primary; Gentle Explorers, Secondary; Free Spirits, Authentic Experiencers and Cultural Explorers
- Median household age ranges by each group 53,52,61,47
- Cultural diversity is low for groups 1&3, high for Asian Couples and Families, medium for group
- Overall mix of singles, couples, and families
- Key social values include: Need for Escape, Status via Home, Duty
Refer to the files below to view detailed information on each target group. Highlights are found on the opening page of each report with top locations where these audiences are located.
ALBERTA MARKET
Five distinct custom target groups represent 59% or 970,174 Alberta households to target for the RDOS Area. (Refer to detailed reports below)
1) Modern Suburbia
2) Rural & Suburban Families
3) Cultured Urban & Suburban
4) Mature Urbanites
5) Upscale Middle-Aged Suburban Families
Top locations of the top two target groups by household count are found outside Calgary & Edmonton and are mostly located in the surrounding towns in rural Alberta.
- EQ Types vary: Rejuvenators, Free Spirits, No Hassle Travellers, Authentic Experiencers and the Cultural set (varies)
- Median household age ranges are lower than the BC market at 41, 50, 48, 58, 53
- Cultural diversity is low to medium
- Mix of singles, couples or small families
- Key social values include: Penchant for Risk, Technology Anxiety, Pursuit of Originality, Cultural Sampling, Legacy
Refer to the files below to view detailed information on each target group. Highlights are found on the opening page of each report with top locations where these audiences are located.
