Step this way for top-level intelligence encapsulating marketing and sales factors in our key international markets.
“Ignorance is never better than knowledge,” once said Italian-American physicist Enrico Fermi. That truism is equally applicable in the travel industry, so the Canadian Tourism Commission (CTC) has just published a new series of reports for its key international markets.
The Market Insights are an at-a-glance compendium of the markets’ 2010 marketing and sales considerations in Australia, Brazil, China, France, Germany, India, Japan, Mexico, South Korea, the UK and the US. The reports draw upon our major studies, including Global Tourism Watch, the Advanced Path to Purchase study, Explorer Quotient (EQ) and Ad Tracking.
Market Insights are broken down into several sections:
Market Dynamics: the current state of each economy plus a look at demographic trends;
Competitive Environment: how each market measures up in terms of arrivals, visit intentions and air capacity against its primary competitors (such as Australia, the US, New Zealand or South Africa);
General Market Health: the importance of travel for consumers in each market and an indicator of future intentions;
Canada’s Best Customers: drawing on our unrivalled EQ travel and social values segmentation tool to indicate which traveller type is best suited to each market and why, plus the growing influence of travel advocacy;
Product Potential: looking at data from the Global Tourism Watch reports to see which of Canada’s five Unique Selling Propositions resonates best within each market;
2009/2010 Path to Purchase at a glance: Planning and Inspiration: how travellers plan a trip to Canada, including a breakdown of the pluses and pitfalls;
Key Considerations: that it does what it says on the tin.
The 2010 Market Insights reports for Brazil, China, India, Japan and the US will be published later this year.