The All-Season Opportunity for Canada's Rosorts

Abstract

A comparison of all-season resorts in Canada and the U.S. reveals that Canadian resorts experience more pronounced seasonal demand and generally focus on one primary activity. Canadian resorts could benefit from targeting several market segments, including incentive and business travelers. Canadian resorts attract a large percentage of international travelers, particularly from Japan and Europe. Canadians could build on that business by offering travel packages. The U.S. remains the single largest potential market for Canadian resorts. Guests reported that the top reasons they chose a particular resort were a prior visit or word of mouth; therefore, the best marketing approach may be to ensure guests are satisfied and to keep in touch with them. Except for sun-and-sand experiences, Canadian resorts can be competitive with other destinations. Canadian resorts' guests are relatively well-educated and affluent travelers. Canadian operators should, therefore, consider ways to market to the affluent.