Due to border closures and travel restrictions in 2020 and 2021, Tourism Saskatchewan pivoted from actively promoting the province to devising strategies for industry recovery. This shift in focus included identifying opportunities to expand Saskatchewan’s presence in the U.S. market and strengthen its position as a premier angling and hunting destination.

Tourism Saskatchewan launched a stand-alone website dedicated to fishing and hunting adventures in July 2021. The new FishHuntSask.com will play an essential role in trip planning by providing easy access to desired information and a seamless user experience. It is a call to action for all of Tourism Saskatchewan’s outdoor campaigns, and features travel and licensing information, outfitter listings, blog articles, travel offers and more.

Tourism Saskatchewan and Environics Research conducted user testing throughout August and September to determine if the website meets the needs of the U.S. angling and hunting market. The project involved 35 online interviews with a mix of past visitors familiar with Saskatchewan fishing and hunting experiences and potential new visitors.

How do destination websites factor in the customer journey?

Early in the trip-planning process, hunters and anglers tend to find inspiration from talking to their peers and consuming content from YouTube shows, podcasts and forums that allow them to interact with like-minded people.

While official destination websites are generally used in later stages of the trip planning process, Tourism Saskatchewan determined opportunity for early engagement. Research participants considered the new website to be particularly effective as source of inspiration and it was generally seen as superior to other official sites. Overall impressions and feedback on the design and content, including use, navigation and specific content pages, were very positive and the study identified areas to enhance.

Adding and organizing resources that support travel planning can turn a website into a one-stop shop for anglers and hunters. Based on this feedback, additional content and features, such as weather information, maps and improved filter options, are priorities for further enrichment.

Entice visitors with relatable stories and testimonials

Survey participants generally appreciated blogs featured in the Stories and Experiences section; however, some felt the content focused too heavily on selling and missed the human element that could help them relate to experiences.

There was a common desire for stories and testimonials from “people like me.” Participants expressed clear demand for written or filmed accounts of anglers and hunters who have travelled to Saskatchewan.
They appreciate firsthand stories that highlight experiences both good and bad. This aligns with their tendency to trust word-of-mouth above messages that are promotional in nature and emphasize only positive aspects of a destination.

 

Include ratings with your outfitter listing

Most survey participants rely on word-of-mouth or testimonials/ references from other hunters to vet an outfitter. The website’s outfitter listing surprised them by how well it is organized and by the number of outfitters included. While most said they would use the site to narrow down choices, their next step would be to start looking for references and testimonials.

Participants liked the TripAdvisor Rating scale; however not all outfitters provide this information. Price, map location and the ability to add peer reviews are the key features to take the outfitter listings page to the next level of service and efficiency. Insights from this research will shape improvements to FishHuntSask.com and enable Tourism Saskatchewan to adapt to user needs and expectations.

TOP 5 TIPS FOR ENHANCING YOUR OUTFITTING WEBSITE

1) Include recent images and testimonials from previous clients. Potential clients want to see images taken by other anglers and hunters and know when the pictures were taken.

2) Include landscape and aerial photos. Images that show off pristine water, terrain and the remoteness of your region grab attention and are considered as important as pictures of game.

3) Consider extra features like terrain maps, field cameras and migration routes. These tools can differentiate your business website from competitors.

4) Highlight your unique selling proposition. A clear, compelling message front and center will push inspiration to actual consideration. Show potential clients adventures available only in Saskatchewan.

5) Highlight the importance of conservation. Most hunters who participated in the website testing emphasized the importance of conservation. They welcome content about responsible outfitters and conservation efforts in Saskatchewan.