Target Markets
With the majority of Whistler's target markets stemming from regional and short-haul markets, events should be also targeting these markets, focusing on niches within these geographic markets that have the highest propensity to attend certain themed events within one or more event sectors.
a. Geographic
- Local (Whistler, Sea-to-Sky)
- Regional (Lower Mainland, Greater BC, Alberta, Washington)
Whistler attracts significant visitation from British Columbia, and more specifically the Lower Mainland. Ontario is also a powerful engine of visitor generation to the resort. Over the past few years Alberta has shown significant growth in both the summer and the winter. The Canadian economy is strong as is the Canadian dollar. This is a double-edged sword for Whistler as the strong dollar, coupled with economic prosperity, has Canadians traveling abroad in record numbers.
- Mid Haul (Ontario, California)
US Market performance for Whistler is dominated by Washington state. California, however, has evolved as a significant room night contributor over the last few years. Americans are traveling abroad more than ever before.
- International
Mega events - US - (WA State, Oregon, California), UK, AUS
b. Demographic Segments
The two primary demographic segments that are visiting Whistler are couples and families. There is also an opportunity to attract niche demographics who are likely to travel to Whistler to attend events that are targeted at their age and interests.
- Couples
In Tourism Whistler's 2006/07 winter survey 33% of the respondents indicated that they were travelling with a spouse or equivalent. With the majority of visitors traveling in a traveling party of two adults in 2006/07, Whistler is well positioned to maximize the opportunities associated with couples as the product mix and Resort amenities are well developed for this demographic. Described as middle aged, married, and mostly traveling as a couple, this segment seeks mountain destinations that offer unique experiences in an unspoiled natural environment, good value, diversity of activities and a good get-a-way.
- Family Travelers
Whistler already attracts a significant number of family travelers in both the winter and summer seasons, with family travelers representing approximately 30% of all visits to Whistler. Family Travelers (or Family Adventurers) are described as a group seeking mountain destinations that offer good value, strong reputation, good get-a-way, unique experiences, down-to-earth attitude, diversity of experiences for the entire family and unspoiled natural environment.
c. Psychographic Segments
An event tourist travels to attend an event with the event being the primary reason for travel and either stays overnight or takes a same day trip with a minimum one-way distance from their residence of 40 km (Statistics Canada). Event tourists are often interested in particular types of events, including the following sectors identified by Whistler:
- Arts, Culture & Heritage Enthusiasts
According to Tourism Whistler's Arts, Cultural & Heritage Tourism Strategy 2007-2009, Arts, Culture & Heritage Enthusiasts are well-educated and wealthy travelers who seek cultural components during their travels. They tend to stay longer, spend more, participate in more activities than other travelers and show interests in other activities e.g. outdoor activities, and prefer "personalized" service.
- Food & Wine Enthusiasts
Similar to the Arts, Culture & Heritage Enthusiasts, Food & Wine Enthusiasts are also well-educated and wealthy travelers who seek cultural components during their travels. They tend to stay longer, spend more, participate in more activities than other travelers and show interests in other activities e.g. outdoor activities, and prefer "personalized" service.
- Health & Wellness Enthusiasts
In the Health & Wellness Tourism Strategy 2007 to 2009 prepared for Tourism Whistler, baby boomers are defined as a key target market segment for health and wellness tourism. Baby boomers are interested in retaining good health and fitness during their retirement years; they are interested in services and experiences that will help them maintain energy, youthful appearance, promote longevity, and even prevent illness. Meanwhile, generation X and Y are deemed to fuel the long-term sustained growth of the health and wellness tourism. In fact by 2010, Generation X will be entering their most productive and highest spending years. Overall, Whistler's health and wellness tourism strategy focuses on those who desire to prevent problems and to maintain their physical, emotional and spiritual well-being.