Our Ideal Guests

Target Audience Summary

The Active & Fun-loving-Family

The Affluent & Outdoorsy Traveler

The Avid Activity Participant

The Culture Seeker

We love vacationing in the mountains every chance we get, winter or summer. It means we can spend quality time together as a family away from the demands of our day-to-day lives. In the winter, we usually ski for one or two days of our vacation and spend the rest of the time taking in all the destination has to offer. In the Summer, we are outside all day, opting to use our pedal power to seek out the local events and food. We want our kids to love the mountains as much as we do."

We love mountain vacations because we can spend healthy, active, quality time together with family or friends in the outdoors and away from the demands of work. We choose mountain towns because they're so different from our day-to-day urban lives-they're action-packed, but chilled out in a good way."

Hiking/Mountain biking/golfing are some of my favourite things to do, and I love traveling to experience them in new places with my friends. The skiing/riding/golfing is the most important thing to us, but it's important to have a nice place to stay and some good aprés entertainment for afterwards."

When I travel I'm looking to immerse myself in the culture as much as possible. I like to expand my knowledge and ways of thinking by talking to locals and doing the things they like to do. Authentic mountain towns are my happy place because they offer lots of options for outdoor activities but have a rich history and diversity that satisfies me."

The Active & Fun-loving Family

Age: 25-40 | Occupation: Young and established professionals | Life Phase: Still exploring or recently settling down | HHI: Average to above average ($100-$150k) | Social: Travel with friends or as a family

Travel Preference

established
Undiscovered

Adventure Tolerance

Safety/Comfort
Adventurous

Ethical Consumerism

Low
High

Social Preference

Quiet/Intimate
Vibrant

Activity Preference

Dabbler
Avid

Budget Tolerance

Economical
Extravagent

Cultural Immersion

Low
High

Conformity

Conformist
Individualist

Status Symbols

Not Important
Important

The Affluent & Outdoorsy Traveler

Age: 30-40 and 50+ | Occupation: Well educated, career-oriented | Life Phase: Couples and families, Gen-Xers | HHI: Above average ($150k+) | Social: Travel with family-unit and friend group

Travel Preference

established
Undiscovered

Adventure Tolerance

Safety/Comfort
Adventurous

Ethical Consumerism

Low
High

Social Preference

Quiet/Intimate
Vibrant

Activity Preference

Dabbler
Avid

Budget Tolerance

Economical
Extravagent

Cultural Immersion

Low
High

Conformity

Conformist
Individualist

Status Symbols

Not Important
Important

The Avid Activity Participant

Age: 16-50 | Occupation: Students through to working professionals | Life Phase: Student to retiree | HHI: All ranges | Social: Travel with other avid participants

Travel Preference

established
Undiscovered

Adventure Tolerance

Safety/Comfort
Adventurous

Ethical Consumerism

Low
High

Social Preference

Quiet/Intimate
Vibrant

Activity Preference

Dabbler
Avid

Budget Tolerance

Economical
Extravagent

Cultural Immersion

Low
High

Conformity

Conformist
Individualist

Status Symbols

Not Important
Important

Culture Seeker

Age: 40-55 | Occupation: Established career, recent retiree | Life Phase: Working on self-improvement | HHI: All ranges | Social: Travel with spouse or other couples

Travel Preference

established
Undiscovered

Adventure Tolerance

Safety/Comfort
Adventurous

Ethical Consumerism

Low
High

Social Preference

Quiet/Intimate
Vibrant

Activity Preference

Dabbler
Avid

Budget Tolerance

Economical
Extravagent

Cultural Immersion

Low
High

Conformity

Conformist
Individualist

Status Symbols

Not Important
Important
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