TRAVEL CASE STUDIES
DUBAI TOURISM MARKET STUDY
THE OPPORTUNITY
Dubai Tourism needed to develop a thoughtful and effective marketing strategy in order to reach its goal of 20 million visitors in time for Expo 2020, from a base of 10 million visitors in 2012.
THE METHOD
A quantitative annual tracking study across 4 continents.
WHAT MAKES IT WORK
To achieve its aggressive goal of 20 million visitors Dubai Tourism planners needed to target specific segments of tourists reaching well beyond the mainstream visitor seeking luxury shopping, first class oceanside resorts and a truly futuristic city. The tracking study pinpointed the best target opportunities.
``SUPER NATURAL BRITISH COLUMBIA`` RE-DEFINED
THE OPPORTUNITY
To revitalize the DBC brand image through clear and compelling personality differentiators driven by British Columbia’s travel need-state satisfiers.
THE METHOD
A mix of qualitative and quantitative research with Canadian and overseas travellers to Canada to understand key motivators, competitors, and unique brand assets.
WHAT MAKES IT WORK
Insignia identified personality characteristics that reflect and complement BC’s one of a kind physical and emotional assets in a synergistic way to what travellers want. This has been the foundation for DBC’s brand image since 2016.
COVID-19 DRIVEN INTEREST ASSESSMENT OF CANADA’S DOMESTIC MARKET FOR INDIGENOUS TOURISM AND CULTURAL EXPERIENCES
THE OPPORTUNITY
To leverage shifting attitudes toward tourism driven by COVID-19 and, within that, behavioural shifts that support and showcase the unique experiences that Indigenous Tourism Association of Canada (ITAC) and its members provide domestically.
THE METHOD
Canada wide in-depth online focus groups across 6 centres, with respondents who plan to take an overnight leisure trip within Canada in the next 12 months.
The targets consist of families and non-family, Millennials, and mature travellers.
WHAT MAKES IT WORK
Insignia identified specific need-states driven by COVID-19. Many of these need-states are directly addressed by Indigenous tourism and cultural experiences. This reinforces the importance of Indigenous product to stimulate not just their growth but overall domestic tourism growth.
MEETING CONVENTION & INCENTIVE TRAVEL (MC&IT)
THE OPPORTUNITY
To develop a comprehensive strategy to build MC&IT travel to and within Canada—targeting the right markets, types of planners, effectively positioning Canadian venues, driving bookings
THE METHOD
A mix of one on one interviews across multiple markets, plus a full market quantitative study to verify learning.
WHAT MAKES IT WORK
Insignia identified the importance of being very focused in choosing target planners but also in positioning Canada.
Canada is not high on most planners priority list. To move up the Path to Purchase, both micro targeting and a focused differentiating positioning is required. USP is to emphasize Canada’s magical combination of world class outdoors in very close proximity to first class urban venues.
IN TIMES OF CRISIS
In times of crisis (e.g. COVID-19 Pandemic) meetings and incentive travel planners are searching for unique solutions. They are shifting planning priorities, and scrutinizing venue requirements. A whole new model is emerging and will have staying power. Savvy destinations will need to be up to date in COVID-19 related constraints and invent new opportunities.
