No generation has had such a strong and long-lasting impact
on society as the American Baby Boomers. A relatively short span of 18 years
from 1946 to 1964 spawned a generation sharing unique characteristics,
attitudes and habits that is still regarded as an integral part of social history.
A hedonistic focus on living life to the fullest is the
overriding attribute of this generation between 48 to 66 years in age; still mainstream,
impacting all levels of business, society and life.
They are famous for keeping ideas of mortality, retirement
and sunset years at bay. Like Peter Pan there is an expectation of remaining forever-young
with the world at their feet. And this fact is reflected in their choices of
lifestyle and its purveyors.
Despite the brutal economic headwinds that have seen their worth
and assets drop dramatically, they have merely adjusted, not abjured their
indulgent lifestyles; to most the motivation
of their existence has not changed.
Boomers consider travel a necessity, not a luxury. Hence,
they will indulge even if time or money is tight. Boomers have wandered more and
further, both earlier and later in their lives than preceding generations. The
oldest of them have reached the prime age for this hobby. Markedly dissimilar as consumers, they demand
different services and products.
Research conducted by the National Tourism Association and
Time Marketing Decisions into the requirements of this discerning yet complex
demographic reveals certain truths that form the bedrock of what they look for.
*"Adult teenagers" is the term used by Phil
Goodman, co-author of the Boomer Marketing Revolution. They act younger than
their chronological age, wishing to fulfill their dreams. This cult of youth affects
boomers' choice of travel options.
*Boomers generally eschew group travel, which to them has the
aroma of a cattle drive. They definitely
do not want herding unless it is a group of their own choosing: family or
friends.
*Experienced travelers, boomers seek out more exotic
destinations or more in-depth ways of experiencing familiar places, having been-there-and-done
the back-packing and cheap bus-tours as students or young adults. Hence
adventure, off-beat travel, locally and environmentally
flavored programs are more appealing and intellectually stimulating as a means
to learn, play, feel and connect.
*Unsurprisingly, boomers want to have fun. Compatible companionship,
stimulation and the cultural/social experience provide this in travel. Yet it
should not be difficult to obtain, but should be quick, easy and convenient.
*Boomers demand instant gratification and quick rewards. They
don't wait to take the trips they want, they don't book travel far in advance. When
they are ready, they want it NOW. Similarly, long-haul routes with infrequent
stops do not appeal to them.
*Boomers are not passive. They want control in designing
their travel experience and choosing their activities. They actively research
their options, gather detailed information and seek endorsements by
third-parties before making the “buy” decision.
*They want products and services that offer plenty of
options.
*Boomers want an interactive travel experience; "sightdoing"
vs. sightseeing, according to John Stachnik, president of Mayflower Tours. They
crave the "local human touch;" activities such as "meet the
people" dinners or playing golf with locals.
*Always a force to be reckoned with, they are very demanding
consumers. Whether they opt for budget
or luxury, they want the best. Their individual needs are paramount so
customization is important. Boomers will pay for luxury, expertise and
convenience.
*Boomers value their time. When booking travel, they have a
predilection for technological time-saving devices and conveniences. They like
800 numbers, the Internet, website addresses, videos and virtual reality because they offer
convenience and interactivity.
*Boomers like to associate with people like themselves. One
of the issues uppermost in their minds when they purchase travel is, their
traveling companions, who need to be on their wave-length.
*Boomers are the least homogenous generation to date: there
are childless-by-choice boomers, others with new babies, those with
grandchildren and some with both. Retirees, career-changers or those returning
to college. Empty nesters downsizing their lives, parents escaping their Gen
Xers, and others raising grandchildren. This affects spending habits, time
available and vacation choices.
A quick browse through boomer-dedicated travel websites, http://www.babyboomertrips.com/, and
http://www.boomeropia.com/ or http://www.lastminute.com reveals that
every type of travel is up for grabs to the baby boomers, who refuse to be
defined by age, physical ability or stereotyped ideas of “suitable” modes of
travel.
BabyBoomer-Magazine.com
offers travel destinations, deals, and
options: back-packing – the sequel, traveling with grandchildren, spas and
all-inclusive resorts, ski-ing, voluntourism,
sports touring, connoisseur or green travel, east Europe,
reunions; all are grist to the mill for this 78 million strong market.
A recognition of and product offerings based on these truths is vital for the travel industry. This large, lucrative, yet demanding and complex market segment is in pursuit of travel that delivers adventure, education and entertainment. Up-close-and-personal experiences of the world and its peoples make the Baby Boomer traveler go around.
No comments:
Post a Comment