Identifying Our Ideal Guests

Amazing Landscapes From A New Perspective

There is something magical that happens when we see something from a different perspective. Heading out on the water and floating down the river gives us that opportunity.

Not all heroes are created equal, neither are their mentors. Meaningful connections require a match between the two and that’s why we are not the right company for a number of visitors to our region.

Like us, our ideal guests tend to be what Destination Canada refers to as Cultural Explorers or Authentic Experiencers. 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”.

Those guests are attracted to our adventures because of the values and cause we share. Being clear in our messaging early on in the journey, staying true to our goal and guiding principles, allows us to attract guests who will most enjoy what we offer.


Our shared purpose is what allows us to create meaningful connections with our guests at the company level. At the product level, we need to consider what our guests are hoping to achieve on their adventure.

There are four main reasons why our guests choose our adventures. They want to:

  • explore the region;
  • try a new activity;
  • meet others interested in similar activities; and/or
  • enjoy the outdoor lifestyle.

All of our adventures include a combination of these. The importance of each of these motivations varies depending on the market and the product but the goal is to focus on the areas where at least two of them overlap.


During the early stages of the journey, we typically work with one person from each group. This guest tends to be the one best aligned with our adventures but they also need to consider the interests of their partners.

The best approach we have found is to stay true to who we are rather than trying to show that our adventures have something for everyone. At the same time, we have also found that the guest handling the booking typically is someone who enjoys planning and considers it part of the adventure.

They want to learn as much as possible before they commit and they enjoy longer-form content and detailed guides of the region. Instead of having us make the case as to why their group will enjoy our experiences, we provide them with the information they need to make the case themselves.

Guest Motivations
Scenic Float Tour on the North Saskatchewan River
Scenic Float Tour on the North Saskatchewan River
Scenic Float Tour on the North Saskatchewan River

How we promote a tour plays an important role in meeting the guest’s expectations and in creating a safe experience.

The right marketing helps us attract the ideal guests we built this tour for, making it easier to plan how we facilitate the adventure.

Marketing also sets the expectations for the guests before they join us. As guides, we need to understand what are the goosebump moments we’ve promoted to the guests.