Let's break it down by segment.

Urban Explorers

"What matters most to me is a mix of relaxing beach time, a bit of adventure, local culture, and amazing food — the perfect balance for a memorable trip!"

- Traveller from Brantford on what matters most when travelling to a vacation destination

These younger travellers thrive on energy and connection. They rent city apartments, often with roommates or partners, and stream music as the soundtrack to their lives. Their days are active — tennis, yoga, weekend adventures — balanced by late nights at concerts, clubs, or new restaurants. They’re highly educated, culturally diverse, and quick to share experiences on social media. Vegetarian meals, diet-conscious choices, and a love of light versions of favourite foods reflect their health-forward lifestyle. Travel is a way to collect stories, not souvenirs.

Related Experience in Ontario’s Southwest:

Retro Rewind in Oxford County! Choose your own adventure in Woodstock, visiting stops from three themes. "Retro vibes" will have you wandering through 3 floors of antiques and noshing on classic eats.  "Classics on Dundas" brings you to 40+ year old businesses offering small town service and to historic sites telling local stories. Jump "Back to the Future" at new innovative and vibrate businesses.

Stroller Controllers

"Ability to experience the location like locals."

- Traveller from Toronto on what matters most when travelling to a vacation destination

Travellers in this stage are often building careers, families, and financial stability. Many live in suburbs just outside urban centres, in houses that reflect both comfort and pride of ownership. Homes tend to be hubs of activity, with tech upgrades, entertainment systems, and spaces designed for both kids and guests. Outings lean toward shared experiences — museums, amusement parks, sporting events, zoos. Fitness often comes through jogging or active weekends, and they stay socially connected on WhatsApp and LinkedIn. Technology excites them, and their homes often represent an extension of their identity. They look for travel experiences that balance family fun with personal rewards.

Related Experience in Ontario’s Southwest:

Turns & Tales is a welcoming board game café and bookstore in downtown Chatham that brings people together over coffee, conversation, and play. Guided by the principles of community, curation, and convening, it’s a space designed for connection. Here visitors can discover new games, books, and ideas in an inclusive and accessible environment. With more than 5,000 book titles, fair-trade coffee, and a menu of locally sourced treats and beverages, the café also hosts everything from casual gatherings to weddings and workshops. Proudly Rainbow Registered, Turns & Tales celebrates diversity and creativity while offering a cozy place to meet, read, and belong.

Weekend Adventurers

"Beautiful vistas, small town charm, festivals, great food & beverage with lots of trails to explore while hiking! Above all~ a friendly safe & welcoming atmosphere."

- Traveller from Toronto on what matters most when travelling to a vacation destination

Now well-established in careers and communities, these mid-lifers balance practical concerns with a desire for adventure. Suburban, urban and rural homeowners, they work hard but seize their weekends: football games, powerboating, snowmobiling, ATV trips. They’re conscious recyclers and financially aware, with an appreciation for nature alongside their love of horsepower. Fitness walking keeps them grounded, while TSN and YouTube keep them entertained. Travel needs to feel worth the cost — outdoorsy, active, and rewarding — but without straying too far from comfort.

Related Experience in Ontario’s Southwest:

From the moment you enter the forested trails behind the ski slopes at the Treetop Adventure Park on Boler Mountain, there’s a sense of anticipation. The trees seem to whisper “adventure” as you tighten your harness, clip in, and step onto your first platform high among the branches. A mix of swinging bridges, rope courses, pirate nets, and Tarzan swings tests balance, nerve, and coordination as you wind through the Carolinian forest. Then comes the finale: the Big Zip. This 1,100-foot tandem zip line soars through the treetops in a sweeping, exhilarating rush.

And when the leaves fall and snow takes over the slopes, Boler Mountain transforms once again, inviting adventurers back for skiing, snowboarding, and tubing under the same wide sky.

Seasoned Urbanites

"We love a nice relaxed drive and are able to take side roads and off heavily trafficked main highways."

- Traveller from Kitchener on what matters most when travelling to a vacation destination

Approaching retirement or easing into it, these travellers have steady incomes, established routines, and a strong urban base. Their mornings often begin with news radio or the paper, followed by a walk in the park or time in the kitchen. They attend theatre shows, enjoy fine dining, and participate in curling or woodworking. While they use Facebook and LinkedIn, they aren’t tethered to their phones and still prefer traditional media. Health and emotional balance are top priorities. Travel for them is about enrichment: cultural outings, good food, and experiences they can share with friends or family.

Related Experience in Ontario’s Southwest:

Tucked into the village of Cayuga, Twisted Lemon Restaurant & Boutique Inn is a hidden gem where bold flavours meet warm hospitality. The restaurant is celebrated for its creative, garden-fresh cuisine and innovative Clarity Cocktails that reimagine classic drinks. Guests can extend their stay in the stylish boutique inn or choose curated getaway packages that combine fine dining with local experiences. Whether for a special meal or a weekend escape, Twisted Lemon is a destination that turns food, drink, and travel into something memorable.

Golden Traditionalists

"Accessibility for a wheelchair. No matter how beautiful and breathtaking the beach or the forest, if I can't get into and around in my accommodation, It doesn't matter."

- Traveller from London, Ontario on what matters most when travelling to a vacation destination

For many older travellers, the pace is gentler, but the desire to explore is still strong. This group tends to choose experiences that feel easy, familiar, and meaningful. They enjoy gardening, bird watching, craft fairs, and theatre, with radio and TV nature programs as staples of daily life. Fitness walking and simple at-home exercises keep them active, while Facebook keeps them connected. They support Canadian-made products, prefer hearty meals, and avoid fads or overly complex choices. For them, travel should be easy, accessible, and tied to culture or nature — and never complicated.

Related Experience in Ontario’s Southwest:

At Walnut Grove Bed & Breakfast, nature takes centre stage. Tucked in the heart of Essex County, this lovingly restored farmhouse offers a peaceful retreat where comfort meets countryside charm. Wake to the scent of fresh coffee and birdsong before wandering quiet trails and soaking in the stillness of rural Ontario. Guests can also take part in a Pollinator Experience: a gentle guided walk through a five-acre meadow filled with wildflowers and native grasses, where the hosts share insights about bees, butterflies, and the vital role pollinators play in our ecosystem through engaging, hands-on activities.

Guests enjoy locally sourced charcuterie & taste walnut syrup while decorating their own bee bowl or bee house to take home.