Our Guests

Our guests love to explore and enjoy doing things that are new and different to them, a little challenging and a whole lot of fun. Travel Alberta refers to them as Curious Adventurers, summing them up as visitors who like to “immerse themselves in the places they travel – leaving time for unplanned encounters and activities that allow them to truly know a destination”.

Our guests like to slow down and prefer to enjoy the views rather than push their limits. They appreciate quality over trends and are comfortable in a wide variety of settings. Like us, they believe that the journey is the destination and is best enjoyed with like-minded people. After all, adventure is found wherever you look…

Immersing themselves in breathtaking landscapes and connecting with amazing people is well worth the effort for them. The raw beauty of nature allows them to escape from the day-to-day and enjoy the moment. While they love to plan and want to see the iconic attractions, they want to understand the destination and explore the lesser-known locations. Their itinerary is a guideline, meant to be changed as they discover new options for adventure. Their experience is enriched by the quiet and unstructured time along the journey.

They are typically 45 to 70+ with a smaller segment of 25 to 35 year olds. Their travels have often taken them to other remote regions like Newfoundland, Lake Baikal in Siberia, Iceland, Scandinavia or Antarctica but travel itself is often less of a motivation than what they can see or do in each destination they visit.

Our region appeals to a wide range of visitors. We’re looking for guests who take the time to explore the region, enjoy the adventures we have to offer as a collective and contribute to our local communities.

Our vision is for the Nordegg & Abraham Lake region to be Alberta’s premiere
adventure tourism destination for curious adventurers by 2035. Getting there requires us to make strategic decisions on how to best use our limited
resources.

We’ve chosen to focus on the Curious Adventurers market because:

  • it is a market that is aligned with Travel Alberta;
  • there is a cluster of products available with all our industry partners
    having existing products that appeal to this segment;
  • our destination is the most ready to host this segment; and
  • it’s a segment that is willing to spend locally.

OTHER VISITORS TO THE REGION

Given our limited resources, we find it best to keep a narrow focus on markets that are shared between the majority of our partners and visitors who contributes the most to our local visitor economy and community. Other groups play an important role in our region but for now we are only indirectly targeting them.

Keep in mind that guests fall on a continuum and most do not fit exclusively into one category.

RANDOM CAMPERS, ATVS AND OHVS

This is a group of visitors who have been enjoying the region for a long time. They are typically from within Alberta, here for a few days at a time and travelling self-contained with everything they need for their stay.

It’s not a market that spends a lot of money locally however, either on food, lodging or activities.

OUTDOOR ENTHUSIASTS

Another group that has been enjoying the region for a long time is the hikers, climbers and others participating in outdoor activities. They’re the ones who created a buzz for the region in the late ‘90s and early 2000s.

They also enjoy random camping, but usually in a van or tent as a way to spend the night closer to the adventure. They’re focused on the activities they came to do but they’ll spend locally on food and on guides to learn new skills or to explore new areas.

HOTSPOT HUNTERS

Our region also appeals to another group of visitors, those that Travel Alberta refers to as Hotspot Hunters.

They’re excited and passionate about travelling, looking for stories to share and making sure that they get to see all the iconic attractions along the way. Travel is a way of life for them and the act of travelling is often more important than gaining a deep understanding of the places they visit.

They want to fill every minute of their itinerary, leaving little to chance to make sure that they see all the iconic locations. They want to make sure that their adventure is worth it and less-than-ideal weather conditions often lead to a negative experience.

The fame of Abraham Lake and nearby waterfalls has a strong appeal for Hotspot Hunters, making it easy to market to them, but the reality of a visit to the region doesn’t always match their expectations. Our lodging, restaurants, guided tours and limited infrastructure appeal to curious adventurers but in general does not match with what Hotspot Hunters look for in their travels.

The best products for hotspot hunters include:

  • Trendier AirBnbs like Coal Cabin and Stix Cabin;
  • Abraham Lake Ice Walks;
  • Better known hikes like Siffleur Falls, Vision Quest and Coliseum Mountain; and
  • Heli-sightseeing tours.

HOTSPOT HUNTERS
Different. Signifi cant in Banff. Think
we’re in Banff. Less ready for them
here.
Our adventures and region also appeal
to another group of visitors, those that
Travel Alberta refers to as Hotspot
Hunters.
They’re excited and passionate about
travelling, looking for stories to share
and making sure that they get to see
all the iconic attractions along the way.
Travel is a way of life for them and the
act of travelling is often more important
than gaining a deep understanding of
the places they visit.
They want to fi ll every minute of their
itinerary, leaving little to chance to
make sure that they see all the iconic
locations. They want to make sure that
their adventure is worth it and lessthan-
ideal weather conditions

Focusing on our ideal guests doesn’t mean excluding others. While our products,
branding and stories are designed for curious adventurers there are a number of other
markets that play an important role in our local visitor economy.
Some of these, like random camping and outdoor enthusiasts, represent large volume of
visitors and comparatively low spending within our communities. Other segments, like
weddings and coach bus tours, are aligned with a smaller cluster of our industry partners.
Some partners, particularly on the lodging and food side, cater to a broader range of
guests. After all, some things like pies, fries and ice cream tends to be liked by all.
RANDOM CAMPERS
This is a group of visitors who have been enjoying the region for a long time. They are
typically from within Alberta, here for a few days at a time and travelling self-contained
with everything they need for their stay.
It’s not a market that spends a lot of money locally, either on food, lodging or activities.
OUTDOOR ENTHUSIASTS
Another group that has been enjoying the region for a long time is the hikers, climbers
and others participating in outdoor activities. They’re the ones who created a buzz for the
region in the late ‘90s and early 2000s.
They also enjoy random camping, but usually in a van or tent as a way to spend the night
closer to the adventure. They’re focused on the activities they came to do but they’ll
spend locally on food and on guides to learn new skills or to explore new areas.
Partners including Frontier Lodge, Coaching with Lucinda and Girth Hitch Guiding. This
group associates with the David Thompson Country brand and is the most likely to refer
to the region as the “David Thompson”.
The DTC brand of challenge, inner explorer, resonates strongly with them.
Adapt: provide information and resources for them to do it on their own.
HISTORY ENTHUSIASTS
Historic site. Often disapointed that Nordegg is no longer a ghost town.
Clearwater County is the only operator focused on this segment through their Historic
Nordegg brand. Strong association with David Thompson Country.
Rocky Mountain House and Central Alberta are the strongest markets.
Provide information.
WEDDINGS AND GROUP RETREATS
DTR, Rockies Heli, Coliseum Mountain Resort and Nature’s Getaway
COACH BUS TOURS
DTR, Rockies Heli and The Crossing