New Features for Environics' VisitorView

Toronto, Canada-based Environics Analytics (EA) has enhanced its tourism intelligence service VisitorView, which provides behavioural data giving the travel and tourism industry a detailed look into how, when and where people travel.

EA was established in 2003 and is an affiliate of Bell Canada. The company helps clients to address key challenges in areas such as consumer profiling and segmentation, multichannel media planning, execution and measurement, trade area analysis, merchandising strategy and decisions over site location. In May '24 it announced an agreement making it the sole provider in Canada of the products and services of data collaboration platform LiveRamp; and two weeks ago it upgraded its suite of data products for 2025, including a 'major refresh' of its segmentation system PRIZM.

The latest version of VisitorView promises deeper insights into visitor behaviour to more than 4,000 Canadian destinations, including domestic visitors vs US vs international; peak travel months in each region; areas with the highest visitor activity; and the duration of the average visitor's stay.

Updates and additions include enhanced destination accuracy, using anonymized cellular network data; sharper 'tourism filters' reducing 'noise' in the data from non-tourism movement; new data on seasonal trends; improved comparability and consistency; and use of an updated Canadian population model.

All data can be paired with PRIZM and the firm's other indicators, to help understand visitors' demographics, behaviour and values.

Web site: www.environicsanalytics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.