Let’s talk about Social Values for a bit, because we know they help us understand consumer motivations and behaviors. But more importantly, let’s unpack how Social Values actually show up in the travel and tourism space.
Why does this matter for destinations? Because people don’t choose where they travel randomly. They choose destinations based on what they value. Social Values influence how travellers imagine their ideal trip, what experiences they seek, and what they actively avoid. Understanding those values is the foundation of effective destination marketing.
2025 Canadian Travel & Tourism Outlook Report
How Social Values Shape Travel Decisions
Think about it this way: someone who places a high value on health and wellness, and who feels drawn to nature, might choose a destination because it offers hiking trails, outdoor adventures, and nature-based activities.
On the other hand, someone who thrives on energy, crowds, and an urban vibe, values tied more closely to shopping, nightlife, and social excitement, might not be seeking this same experience; in fact, despite how intriguing it may sound, an outdoor adventure trip might not be on their bucket list, unless it is positioned in a way that speaks to their values.
Here’s the key point: the ideal experience for one traveller can be a nightmare for another. The person seeking intimacy, isolation, and quiet will absolutely hate the crowded, high-energy experience that someone else loves.
That’s why it’s so important for destinations to understand the Social Values of the travellers they’re attracting. When you know what matters to them, you can communicate in a way that actually resonates instead of repels.
Social Values and Traveller Segmentation
When we look at Social Values through traveller segmentation, it becomes very clear how values shape the way people travel, even when they’re drawn to the same destination.
For example, one traveller might value spontaneity, novelty, and shared energy. They may not love massive crowds, but they enjoy the excitement and vibe that comes from being around other people, seeing something new, and feeling that collective buzz.
Another traveller might be highly attracted to nature, health, and social intimacy. Crowds drain them. Busy landmarks with tour buses are avoided like the plague. Their ideal trip involves hiking a mountain trail where only a couple of people pass along the way.
Interestingly, both travellers could still be attracted to the same destination. That’s where destination marketing becomes both challenging and powerful.
50%
Mainstream Traveller
Will travel locally, domestically, and internationally, with a general preference for comfort and safety. Internationally, they favour resort destinations in established markets. They tend to be utilitarian and cost-conscious and will happily return to places they’ve been to before and that feel like a second home.
33%
Cosmopolitan Authenticity Seeker
With the highest potential for international trips, these urban travellers tend to spend more and travel in comfort. Their spontaneous and prefer experiences that feel genuine as opposed to touristy or packaged. When travelling, they enjoy exploring historical sites, arts and culture, food and drinks to feel like locals.
11%
Experiential Enthusiasts
Looking to experience Canada, They are chasing the next viral trend and want all the must-see and must-do experiences. They don’t want to limit themselves to categories, so they look for a range of activities to indulge in. They like high-intensity experiences and love the energy of a good crowd.
6%
Nature
Escapists
These are local travellers, preferring to stick close to home and take multiple trips that are relaxing, no-frills, and nature-focused. They are drawn to nature and use that as a means to escape the stress of their everyday lives, with camping being a key travel choice.
Speaking to Different Values Within One Destination Brand
So how does a destination speak to multiple value-driven segments at once?
It comes down to messaging. You have to be clear about what you want your potential traveller to know about you, how you want to engage them, and how you want to make them feel. If a destination appeals to different types of tourists, you can either:
- Incorporate multiple value-based messages into one cohesive story, or
- Develop different messages that still live under the same brand and contribute to the same destination image.
You might lean more heavily into one core value while lightly acknowledging another. The key is alignment, identifying target segments, understanding their Social Values, and finding the overlap where your messaging can break through.
Whistler as a Case Study in Social Values
Let’s talk about Whistler.
From a segmentation perspective, one traveller might identify as an Experiential Enthusiast with a bit of a Cosmopolitan Authenticity Seeker. The shared values here include novelty, originality, excitement, and even a bit of splurge. There’s some concern for appearance and a touch of ostentatious consumption.
To attract this traveller, Whistler might promote higher-end experiences, beautiful hotels, and once-in-a-lifetime activities, things you can’t experience anywhere else. But just as important is brand genuineness. It has to feel real and authentic, not overly promotional or forced.
Another traveller might be more of a Nature Escapist with a side of Experiential Enthusiast. Nature is central, but novelty, thrill, and a bit of luxury still matter. This traveller might be drawn to a more isolated, nature-driven hotel, something elevated but quiet, authentic, and away from the crowds, while still offering access to the experiences they care about.
Nature, Authenticity, and the Canadian Traveller
Nature plays a huge role here, especially in Canada. There’s a strong, shared attraction to nature across many segments. But how that nature is experienced and marketed can vary.
For the Cosmopolitan Authenticity Seeker, it might be about showcasing a new spa in Whistler, something that blends relaxation with social energy and a sense of place. For the Nature Escapist, that same spa might be the perfect way to unwind after a day of hiking.
Different values, same destination. Different entry points, shared experience.
Bringing It All Together
Social Values are not just abstract concepts, they directly shape travel behavior. For destinations, understanding these values allows for smarter segmentation, stronger messaging, and more meaningful connections with travellers.
When destinations identify who their travellers are, what they value, and where those values overlap, they can tell stories that feel personal, authentic, and compelling. And that’s what ultimately turns interest into visitation and visitors into advocates.
Work with us
If you’re a business or attraction in the region and want deeper insight into traveller motivations and mindsets to better position your offering, let’s connect!
Environics Research provides organizations with actionable, evidence-based solutions to real business problems. We partner with clients to understand the business challenges they face and leverage innovative and creative solutions to generate understanding and insights.
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