EXCLUSIVE: The High-Value Traveller: It’s Not Who You Might Think

In the second part of this exclusive four-part series, Environics Analytics’ Stan Ivankovic turns his attention to the High-Value Traveller, noting at the outset, that the high-value traveller is not who you might think it is.

Environics Analytics’ Vice President Business Development – Travel, observes that: “High-value travellers are often discussed as though they are a single group. In reality, they vary significantly by income, life stage, household composition, travel frequency, destination preference and motivation.”

And Ivankovic makes it clear that: “For tourism organizations and travel suppliers, attracting the Canadian high-value traveller requires more than traditional marketing. Success depends on delivering personalized experiences, emphasizing authenticity, demonstrating sustainability commitments, and providing seamless digital interactions.”

For the full story, check out the Aug. 3 edition of Canadian Travel Press.