Traveller Twin generates AI-powered responses to your questions about Destination Canada’s traveller segments using natural language and a conversational interface – it feels like you’re chatting with a prospective visitor. These interactions mimic real-world dialogue and foster a more relatable, authentic engagement.

Use Traveller Twin to uncover insights, preferences, and travel behaviours about your target travel audiences from a more human perspective. These insights are valuable for situations such as:

• Focus Group Creation and Simulation: Facilitate discussions and collect insights from multiple traveller segments.
• Geography-Level Market Research: Explore market characteristics to understand segment presence and prioritization.
• Campaign and Content Creation: Generate and test marketing campaign elements. Tailor marketing messages and content creation to resonate with segment preferences.
• Media Planning: Optimize media buys based on the platforms most frequented by target segments. Develop content strategies aligned with segment content consumption habits.
• Partnership Development: Identify potential partners aligned with target segment preferences.

Ask Traveller Twin general questions about their travel preferences, motivators, pain points, and behaviours, focusing on particular segments and/or geographic markets. You can also ask questions specific to the use cases above, such as campaign and messaging creation, media planning, market research, and focus group simulation.

Some suggested conversation starters include:

• “How do Refined Globetrotters in the USA and Culture Seekers in the USA differ in their motivations for choosing a travel destination?”
• “How far in advance does a Refined Globetrotter in Canada book and plan their trips? How often do they travel?”
• “Which travel segments are the most prominent in the UK? Which should be prioritized for marketing efforts in the UK?”
• “Can you provide campaign guidelines and targeting recommendations for reaching Culture Seekers on social media in South Korea?”
• “When Outdoor Explorers think about travel in Canada, what phrases most frequently come to mind?”
• “Would an Outdoor Explorer in Japan connect with the provided imagery and messaging? If not, what type of imagery and messaging would they prefer to see?” 

Traveller Twin is a purpose-built AI simulation tool that leverages the advanced capabilities of Google Cloud’s Vertex AI, which hosts the Gemini model in a secure, enterprise environment. It has been customized using Destination Canada’s proprietary Traveller Segmentation Program.

Unlike off-the-shelf AI tools, Traveller Twin is powered by rich, research-based persona profiles developed from national data on traveller motivations, behaviours, and preferences. It enables users to interact with realistic segment representations—providing insight into how different traveller types might respond to experiences, destinations, or messaging.

Learn more about Destination Canada’s traveller segments.