Data analytics helps identify the right target for the travel industry

Go the extra mile and take your brand to new heights

With a wide range of customized applications such as visitor profiling, customer journey analytics and predictive modelling, we have the expertise to help you build customer satisfaction, loyalty and advocacy. Whether you are a resort, destination, cruise line or the department of tourism, data analytics can help you exceed your visitors’ expectations and elevate the guest experience.

Millennial woman kayaking in stunning natural location

Gain a deep understanding of your guests and visitors

Profile your visitors to find your best audience, their interests, lifestyle and wealth and then discover how to find travellers just like them. Understand where they travel, how much they spend and which activities they engage in while on vacation. Analyse their behaviour, leverage survey data, uncover purchase drivers and determine the optimal mix of products and services.

Data analytics can help the travel industry understand visitors such as seniors.

Improve ROI on media spend and campaigns

Uncover key insights to differentiate your brand messaging based on what your guests value the most. Then engage them with more effective marketing messages and personalized offers to increase visitorship and bookings. Maximize your return on traditional and digital media spend by targeting your audience in the channels they prefer and frequent most often.

Data analytics can identify who attendsyour sponsored event.

Build partnerships and evaluate sponsorship opportunities

Understand your target audience to identify partnerships and sponsorships that align to your brand. Create segments based on common characteristics to determine who to target and how to reach them. Using mobile analytics, you can also maximize your sponsorship impact by enhancing what you know about visitors who attend festivals, tourist attractions, or other ungated events.

  • Ensemble Travel Group

    “Environics Analytics has fundamentally changed how we market to our member’s clients. The insights, data and inspiration from our partnership are immeasurable and Environics have become a part of our corporate DNA.

    Carl Schmitt, Vice President - Marketing | Ensemble Travel Group
  • true-north-sports-and-entertainment-logo

    The depth and breadth of data available to us through Environics Analytics has allowed us to glean detailed depictions of the demographics, behaviours, and interests inherent to our guests and fans.” 

    Kyle Braun | Business Analyst | True North Sports + Entertainment See the Case Study
  • new-brunswick-canada-logo

    “No-Hassle Travellers’ are 93 percent more likely to visit New Brunswick than the average Canadian Household. We never would have known this before.”

    Stéphanie Robichaud, Senior Business and Data Analyst | Tourism New Brunswick

 

 

We Know Data

Enhance your data with our privacy compliant, authoritative databases. Choose from over 45 databases including segmentation, demographic, psychographic and behavioural data. Here are a few of our popular databases that support the needs of the travel industry.

 

Map of CAN Segmentation Data for PRIZM5 Spectra

Segmentation - PRIZM

PRIZM segments Canada’s neighbourhoods into 67 unique lifestyle types and incorporates data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your guests and visitors.

See database

Canadian Demographics map showing Maintainers 25 to 34

DemoStats and SocialValues

Using DemoStats, perform demographic trend analysis to create segments based on shared characteristics. With SocialValues, understand your customers’ mindset, what matters to them and how it affects their purchase decisions.

See databases

Demonstration of geofencing in mobility analytics

MobileScapes

Enhance what you know about who attends events, festivals, tourist destinations, attractions etc. Mobile data can be instrumental in determining if the events you or your partners sponsor attract visitors that match your target.

See database

CAN Behavioural Data showing Quick Service Restaurants

Behavioural - Opticks

Through the range of Opticks behavioural databases, you can better understand your audience’s travel behaviour including the channels they use for bookings, where they prefer to stay and how long they will visit.

See databases

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Frequently Asked Questions

How can mobility analytics help define my visitor profile? keyboard_arrow_down

Destinations, hotels, restaurants, tourist attractions can use mobile analytics to develop consumer profiles by creating benchmarks and understanding who visits their location versus their competitors’ location. This helps provide a better understanding of where your visitors likely live and work, what their interests are, what attractions they visit and and who your real competition is. See mobile analytics

Can mobility analytics inform sponsorship opportunities and results? keyboard_arrow_down

Mobile analytics can enhance what you know about who attends events, festivals, tourist destinations, attractions etc. It can be instrumental in determining if the events you or your partners sponsor attract visitors that match your target. 

Mobile data is an anonymized, permission-based data service, which uses data collected from location-enabled devices that were observed within a geofenced area defined by latitude and longitude. Our mobile data is collected only if consent is provided by the individual. See mobile analytics

How can data analytics help improve marketing campaign outcomes? keyboard_arrow_down

Using segmentation and behavioural databases, you can understand the travel habits of different visitor segments and understand where they like to go, how much they spend and which activities they participate in while on vacation. You can then increase visitorship and tourism dollars by defining the right segments to target, understand their behaviours and create targeted messaging sent through the optimal channels. See consumer insights

How can I use data analytics to optimize my existing locations or find new locations? keyboard_arrow_down

By combining your visitor data with our privacy-compliant databases, you can gain deeper insights into who your visitors are, where they live and which travel and leisure activities are important to them. These personas can be used to segment your customer base and through market studies and area reporting, you can determine the optimal mix of products and services for a specific location or region. See site location intelligence

Do your databases follow best practices around privacy compliance and consumer protection? keyboard_arrow_down

We take privacy, compliance, and data governance very seriously, and we are very proud of receiving favourable SSAE CSAE 3416 SOC1 Type II ,SOC2 Type II, and HIPAA/HITECT audit reports after rigorous, independent reviews of our internal security controls. The reports represent certification with programs such as CSAE 3416 (Canadian Standard on Assurance Engagements (CSAE) 3416), AICPA (American Institute of Certified Public Accountants) and HIPAA-HITECH.

In addition, the source data used as inputs to our product development are 100 percent privacy compliant. Any personal information provided to us by clients is used solely for the purposes of their business and is safeguarded in client-specific, firewalled locations in secured data centers. We also ensure that our compliance policies for Canada and the U.S. are consistent with the E.U.'s General Data Protection Regulation (GDPR). See our databases

 

 

Meet our Travel and Leisure Practice Team

Our consultants have the strategic expertise and sector experience to help address your key business challenges. Many of our clients work with us as a seamless extension of their team and think of us as their competitive advantage.

 

Larry Filler Headshot

Larry Filler

Senior Vice President and Practice Leader

As Senior Vice President & Practice Leader for the Travel & Tourism, Insurance and Loyalty industries, Larry Filler helps organizations realize value from data. He has over 30 years of experience in developing and applying analytics solutions, assisting clients in many industry sectors, including technology, financial services, retail, automotive, packaged goods, loyalty, travel and not-for-profit. Larry co-founded the Boire Filler Group, an analytics consulting practice that was acquired by Environics Analytics in 2016. He began his career at American Express and later worked at the Loyalty Management Group and MacLaren McCann Relationship Marketing. A frequent speaker at industry conferences, Larry holds a Bachelor of Science degree in Economics from the University of Wisconsin and an MBA in Marketing from Schulich School of Business at York University.

Michele Sexsmith Headshot

Michele Sexsmith

Senior Vice President and Practice Leader

As Senior Vice President and Practice Leader for the retail, real estate, sports and entertainment industries, Michele Sexsmith assists clients across those sectors in understanding their customer profile, optimizing media mix to acquire more customers and identifying locations with the best opportunities for growth. She guides clients in a wide range of customized applications, such as forecasting sales for retail sites, cross-sell and up-sell applications, predictive analytics and customer journey analytics. Michele is an active member on Professional Standards with the Canadian Analytics and Insights Professionals and is active within the Canadian Marketing Association. With over 25 years of experience in geodemography and market research, Michele holds a Canadian Market Research Professional designation, a bachelor’s degree in psychology from Hamilton College and a master’s degree in education from Nipissing University. She is a member of the Advisory Board of the post-graduate Research Analyst Program at Georgian College.

 

Why Us

We’ve got the expertise to help. With decades of leadership and experience in the industry, we are the only analytics firm in Canada to offer our broad range of privacy compliant, consumer and business databases, proprietary software and team of industry professionals.

15 Years +

Corporate Growth

200+

Employees

2000 +

Clients

10 Offices

Across  North America

Over 40

Industry Partnerships

2019 logo Profit 500
2018 logo Profit 500
2017 Profit 500 logo
2016 Profit 500 logo

Meeting the highest standards of data security

AICPA SOC Logo

 

Travel and Leisure Industry Insights and Trends

Our industry experts publish timely analysis of government data releases, opinions on industry trends and insights on how organizations are embracing big data and analytics to help you stay informed.

 

 

Family visiting a tourism destination in the mountains and lakes

Case Study: Destination BC

Learn how Destination BC used mobile movement data to better understand their US visitors and how their plans to market to the US have changed since the start of the COVID-19 pandemic.

Watch Presentation

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News Coverage

Read about EA's recent mobile movement studies covered by the media.

In the News

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Travel Dashboard

Understand the impact of COVID-19 on Domestic Overnight Visitors within Canada, its provinces, territories and tourism regions.

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COVID-19: Changing Travel Patterns in Canada

We used EA data to identify Canadian traveller patterns, understand who is travelling, where they live and where they are travelling to.

Read the Blog