BC Weekly Domestic Visitor Insights
Thompson Okanagan Findings for the period of January 1- August 8, 2021
Domestic Overnight Visitation to the Thompson Okanagan for Week 31 (August 2-8, 2021) is down 10% compared to the same week in 2019.
The Thompson Okanagan saw 11.3% less visitation when compared to British Columbia during Week 31 (August 2-8, 2021).
Visitation to the Thompson Okanagan increased by 7.7% and British Columbia increased by 11.4% when comparing Week 30 (July 26-August 1, 2021) to Week 31 (August 2-8, 2021).
Measuring Canadian Travel Patterns – Thompson Okanagan Region
Domestic Overnight Visitors - Year over Year Variation 2021 - 2022
Sept 04 - Sept 10, 2022
The Measuring Canadian Travel Patterns research data created by Environics Analytics helps the Canadian travel and tourism industry understand the impact of the worldwide COVID-19 pandemic as it relates to Domestic Overnight Visitors within Canada, its provinces, territories, and tourism regions.
METHODOLOGY
Environics Analytics uses privacy compliant, anonymized mobile movement data to identify devices whose Daily Common Evening Location is 60 km or more away from their Yearly Common Evening Location.
Data is aggregated and compared on a weekly basis versus the previous year and week.
Data is limited to devices that we can reliably infer their Daily and Yearly Common Evening Locations.
Data has been standardized and normalized leveraging demographic data and PRIZM, their neighbourhood classification system.
For more information on Research or Fees for Service Contact:
A subsidiary of the Thompson Okanagan Tourism Association
info@SymphonyTourism.ca
778-721-5448
Alberta Market Summary
Explorer Quotient (EQ) and Top PRIZM Segments 2020
Environics Analytics classifies Canada's neighbourhoods into 67 unique lifestyle segments by integrating geographic, demographic and psychographic data to form the PRIZM database
These segments can be used to understand and communicate with your ideal customer
The PRIZM database also sorts these 67 lifestyle types into the 9 Explorer Quotient segments
Target your audience by either segmentation type
Alberta Market Composition
The Canadian market is made up of 9 Explorer Quotient (EQ) types or 67 PRIZM segments of which 50 PRIZM segments make up the Alberta market.
While all segments make up the “menu” to choose from, targets can be selected by either EQ type or PRIZM segment
All PRIZM segments are provided with EQ cross-referencing
This combination will be used as the baseline for the creative. Other segments can be targeted for campaigns using the postal codes that relate to all the targets for digital and traditional marketing.
Postal codes are supplied to clients and / or their agencies under NDAs for geo-targeting.
The top PRIZM segment for Alberta is Modern Suburbia which cross-references as a Virtual Traveller EQ type.
NOTE: This segment has the largest household count in Alberta.
FOR MORE INFORMATION ON RESEARCH OR FEES FOR SERVICE CONTACT:
Simone Carlysle-Smith, Thompson Okanagan Tourism Association, Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448
British Columbia Market Summary
Explorer Quotient (EQ) and Top PRIZM Segments 2020
Environics Analytics classifies Canada's neighbourhoods into 67 unique lifestyle segments by integrating geographic, demographic and psychographic data to form the PRIZM database
These segments can be used to understand and communicate with your ideal customer
The PRIZM database also sorts these 67 lifestyle types into the 9 Explorer Quotient segments
Target your audience by either segmentation type
British Columbia Market Composition
The Canadian market is made up of 9 Explorer Quotient (EQ) types or 67 PRIZM segments of which 53 PRIZM segments make up the BC market
While all segments make up the “menu” to choose from, targets can be selected by either EQ type or PRIZM segment
All PRIZM segments are provided with EQ cross-referencing
This combination will be used as the baseline for the creative. Other segments can be targeted for campaigns using the postal codes that relate to all the targets for digital and traditional marketing.
Postal codes are supplied to clients and / or their agencies under NDAs for geo-targeting.
The top PRIZM segment for BC is Suburban Sports which cross-references as a Gentle Explorer EQ type.
NOTE: This segment has the largest household count in BC and they are found outside the City of Vancouver. This segment is found as a dominate segment throughout BC due to its volume.
FOR MORE INFORMATION ON RESEARCH OR FEES FOR SERVICE CONTACT:
Simone Carlysle-Smith, Thompson Okanagan Tourism Association, Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448