It’s important to know how to market to Boomers and, especially, not assume that what works for other generations will be equally acceptable to them. Anything aimed at an older audience will simply be ignored while marketing that’s for a younger audience will have them thinking of their children not themselves.
Boomers are known for their independent spirit and their push for innovation as witnessed in the last forty years of major social movements such as the expansion of human rights and environmentalism. Travel marketing should reflect the spirit of this generation and the desire of its members to continue—or resume—their altruistic work as over 70 percent of Boomers have said they feel a responsibility to make the world a better place.
This age group needs to be specifically marketed to with attractive packages that will fulfill their desire for adventure and their thirst for knowledge. They need flexibility, access to authentic experiences and value. It’s not enough to create marketing materials showing people their age, the product offered must also be a genuine Boomer creation designed with their specific needs in mind.
With 83% of Boomers saying they use the Internet regularly, they can’t be expected to walk into travel agencies the way their parents did. Their comfort in cyberspace has created a new need for the industry to present easy-to-read and interesting online travel information.
Effective travel marketing campaigns get their messages across using both direct mail and the Internet. Social marketing, websites, blogs and e-mail have all proven to be effective tools in keeping current clients aware of new and existing offerings as well as in bringing on new customers. Add to these postcards, booklets and books filled with practical information of value to Boomers—and you’ve proven you understand and appreciate their travel needs.
With 76 million of Boomers, you can be sure they will have an enormous impact on every aspect of aging including retirement, medicine, housing, the right to work, and travel.
YOU can be part of the Boomer travel revolution.