Some website visitors are more likely to become Alberta tourism customers than others.
Qualified Travellers (QTs) are web visitors who have demonstrated a qualified interest in travelling to Alberta, as measured though their activity on travelalberta.com and other Travel Alberta online marketing experiences.
Each time a web visitor clicks on an industry partner’s Listing or Event page, or clicks to a partner’s website from an Offer, Listing or Event page on travelalberta.com, they are counted as a Qualified Traveller. Qualified Travellers can also be measured when Travel Alberta uses a partner’s Listing, Offer or Event in marketing efforts outside of Travel Alberta’s website (such as e-newsletters, social channels, or other online platforms). This would be counted as a direct referral, which is included in the QT count.
While many factors affect a Listing’s total number of Qualified Travellers (location, proximity to other attractions, name recognition, audience appeal, etc.), the Listing’s Health Score is one way that we can quantify how Listing content can drive QTs, as Listings with a higher Health Score (71 or higher) generate an average of six times more Qualified Travellers than those below 71.
A Partner’s Qualified Travellers can be found under their ATIS Reports. See how to access a partner’s Qualified Traveller number under FAQs.
Agents should use Listing Health Score to help identify areas of improvement in a partner’s Listings and can help support the case for adding Offers to a Listing.