A Changing Society is Driving the Business

In the world of tourism product development, Burnett Thorne firmly believes in the principal of product segmentation. We believe this is driven by the dynamics of a changing society. Have we not all changed over the last forty years, and has this not effected our tastes and our passions? Product segmentation is merely a reflection of a rapidly maturing society. We are dealing with a consumer with exceptional access to information. A consumer with the luxury to dream. A consumer with the freedom to pursue their many passions. A consumer who will be heard!

Stroll into any good book store and look at the amazing variety of magazines on the racks. You will discover at least one magazine for every imaginable topic you can think of. And often as many as ten competing magazines, catering to the same segment. If the pursuit of passion has segmented, then why not the pursuit of tourism? Ski enthusiasts will consider a ski holiday. Motor-sports enthusiasts will visit Montreal to take in the Canadian Grand – Prix. Culturally orientated travellers will visit regions which can articulate their cultural significance. “Foodies” who are preoccupied with food and wine will visit regions which can articulate their “Terroir” and their field to table programs?

"For smaller communities and rural areas,
to achieve success they must determine how they can contribute and eventually become part of something larger than themselves”

While tourism segmentation is here to stay, it is not a static life – form, stuck in some forever time warp, never to change, never to alter and never to morph into a new form of a previous segment. We will see changes to these segments and when the time is right, we urge you to embrace change, make the investment in product development and try for an “assist” in making change happen.