While closed border order is in effect, the main target market of this route is the Western Canadian. We are focusing on Millennials with young children and above the Canadian average income. According to the Explorer Quotient Profile of Destination Canada, this route is created for the Free Spirits as 48% of them are families who love to attend actively in social events and festivals, as well as to experience unique arts and cultures. They have full-time jobs and enjoy weekend getaway with friends and family. The majority of this group is from 25 – 45 years old who have stable income and have reliable vehicles. Free Spirits enjoy exploring nature, at the same time are keen on experiencing arts and culture.
