Putting Boomers on Buses

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Putting Boomers on Buses

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Title: Putting Boomers on Buses


1
Putting Boomers on Buses
  • American Bus Association
  • 2007 Marketplace
  • 01.28.07

2
Putting Boomers on Buses
  • What do we know about Boomers?...
  • Born 1946-1964
  • 33 million Americans of retirement age (growing
    to 78 million as Boomers retire)
  • Will inherit 4 trillion in net worth
  • Traveling more than ever before
  • Spend 157 billion on travel annually

3
Putting Boomers on Buses
  • What do we know about Boomers?...
  • Boomers account for 36 of all MC travelers
  • By 2015, MC industry will be dependent upon them

4
Putting Boomers on Buses
  • What do we know about Boomers?...
  • As grandparents, Boomers are now the force behind
    multi-generational travel
  • Influenced by 9-11
  • Reconnectingseeking togetherness
  • Extended families are traveling in larger units
  • 30 of traveling grannies have taken a trip with
    a grandchild
  • 60 of kids aged 6-17 would like a vacation with
    their grandparents

5
Putting Boomers on Buses
  • What do we know about Boomers?
  • The opportunity is with the Boomer female
  • Boomer women travel more than any other group in
    the U.S.
  • 44 of Boomer women have 75,000 HHI (they have
    both time and to travel)
  • Boomer women make 80 of the travel decisions
    (for family and spouse)
  • The average adventure traveler is a 47 year old
    female

6
Putting Boomers on Buses
  • What do we know about Boomers?...
  • Of those who take nature, adventure or cultural
    trips, 75 are female
  • They want a balance between adventure and
    comfort
  • Women travel with friends. They like their gal
    pals
  • Boomer women have close relationships with their
    children and grandchildren
  • Theyre plugged in80 use the internet to
    research before buying

7
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • See themselves as special
  • See themselves as forever young (adult
    teenagers/Phil Goodman
  • Skeptical of institutions and authority (the
    sex, drugs and rock n roll generation)
  • Like to associate with people like themselves
  • Do not identify with older people (seniors)

8
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • Not an homogenous group
  • Childless-by choice vs. parents of new babies vs.
    grandparents (or both)
  • Retiring vs. starting new careers vs. returning
    to college
  • Downsizing vs. playing parent to Gen Xers vs.
    raising grandchildren
  • Older Boomers (46-55)more career-oriented Vs.
    younger Boomers (55-64)more family-oriented

9
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • Five major sub-sets (Chadwick Martin Bailey)
  • Status Seekers (25)places great value on
    having money and visible marks of prestige
  • Traditionalists (23) church-going, frugal and
    politically conservative
  • Blue Collar Skeptics (18)hard-working and
    lower-income

10
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • Activists (17)protest poster children of the
    60s and 70s. Interested in liberal political
    messages and environmental issues
  • Achievers (10)Aggressive users of technology
    and very goal-oriented

11
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • Not passivewant control in designing and
    choosing their travel experiences
  • They seek a bargainbut that means getting a good
    price on something of great valuenot the lowest
    price
  • Organized travel is acceptable when its
    physically or mentally challenging, and they lack
    the skill level to do it aloneor when safety and
    cost make it more practical to travel as a group

12
Putting Boomers on Buses
  • What do we know about Boomers?...
  • The Boomer psyche
  • Top 5 considerations for vacation selection (MAP
    study)
  • Spending time with family (47)
  • Experience new and different things (42)
  • Relax and do nothing (42)
  • Spend time with friends (35)
  • Catch-up with things at home (29)

13
Putting Boomers on Buses
  • What do we know about Boomers?
  • Boomer biases
  • Not content to see the world from a speeding
    motor-coach
  • MC transportation not perceived as upscale-enough
    or quick-enough
  • Tours considered too regimented and a travel
    genre for seniors (which they will never be!)

14
Putting Boomers on Buses
  • What do we know about Boomers?...
  • Boomer entitlement means
  • Accustom to being spoiled
  • Being catered to
  • Doing whatever they likewhen they like
  • Not being told what to door how to do it
  • Having others do it for them
  • Having value, choiceand pampering
  • Having it all (Me Generation)

15
Putting Boomers on Buses
  • Attitudes to travel
  • Approaching retirement with energy and zest
    (Boomers who are hitting 60 are approaching life
    like 35-year-olds)
  • Healthier, more adventurous, willing to look
    furtherArmstrong/TWD
  • The keys are activity, flexibility and fun
  • They seek leisure experiences that are
    customized, easy, exotic, unique, exclusive and
    stimulating

16
Putting Boomers on Buses
  • Attitudes to travel...
  • Pleasure, luxury and high-quality, personalized
    service are desired
  • Theyre taking longer trips, allowing for
    in-depth exploration at a leisurely pace
  • Adventure without the risk is preferred (e.g.,
    dog sledding in Alaska followed by cozy, toasty
    accommodations and a tasty, hot meal)

17
Putting Boomers on Buses
  • Attitudes to travel...
  • Their travel expectations will shift toward
    self-improvement and in-depth experiences
  • Themed and educational trips are OK, but no
    lectures please!
  • Locales that play to Boomers own nostalgic
    coming-of-age will become top-sellers (Beatles
    Love at the Mirage)

18
Putting Boomers on Buses
  • Attitudes to travel...
  • They want a broad range of authentic, value
    experiences not associated with the seniors
    group
  • Adventure (50 billion category/55 mm Americans)
  • Ecology and the environment
  • Agri-tourism
  • Culture (food, dining, music, entertainment,
    shopping)
  • Heritage
  • Sports

19
Putting Boomers on Buses
  • Attitudes to travel...
  • Examples of immersive cultural and generational
    experiences
  • Regional art museums featuring relevant Boomer
    material (Annie Leibovitz exhibit)
  • A tour of the Harley-Davidson factory in
    Milwaukee
  • Visiting the Rock and Roll Hall of Fame in
    Cleveland

20
Putting Boomers on Buses
  • Attitudes to travel..
  • National Geographics Expedition
  • Out-of-the ordinary journeys
  • Pre-eminent tour guides
  • Off-the-beaten path experiences
  • Elderhostels Road Scholar
  • Resident experts
  • Groups no bigger than 23
  • Spend time in a crime scene laboratory
  • Going back stage in a NYC theater

21
Putting Boomers on Buses
  • Attitudes to travel...
  • Packaged travel should be unregimented
  • No herding please! (the faint aroma of a cattle
    drive)
  • Consider dropping tours from the marketing
    message
  • Pare down group size
  • Smaller groups
  • Subsets that engage in different activities at
    the same time

22
Putting Boomers on Buses
  • Attitudes to travel...
  • Boomer travel package examples
  • Orange County CVB/French Lick, IN
  • Visit on your own time, your own dime
  • www.orangecounty.travel
  • Dutchess County Tourism
  • Going my way itineraries (in development)
  • www.dutchesstourism.com
  • Alternative Tours
  • New York as you like it

23
Putting Boomers on Buses
  • Attitudes to travel...
  • Companionship is a key factor
  • They want to spend time with friends and loved
    ones
  • It isnt negative when its a group of your own
    friends
  • Encourage them to bring friends (incentive)

24
Putting Boomers on Buses
  • Attitudes to travel...
  • They have little patience for long, uninterrupted
    stretches of road time
  • Instant gratification and non-passive
    opportunities are preferredless time traveling
    from place-to-place, and more things to do
  • Instant gratification lifestyle means travel is
    booked with less notice and planning

25
Putting Boomers on Buses
  • Attitudes to travel...
  • But when theyre ready to book, they want it
    NOW!
  • Having others handle the detail is appealing, but
    only if trust has been established

26
Putting Boomers on Buses
  • What are the selling strategies?...
  • Tease/trial them with family packages
  • Involve the kidsthey respond to that
  • Appeal to them as adult teenagers wanting
    adventure as well as stress relief from life
  • Offer group transportation and accommodations but
    impose less rigidity on daily movements (an a la
    carte approach)

27
Putting Boomers on Buses
  • What are the selling strategies?...
  • Dont mix age groups in the same tour
  • Steer clear of seniors imagery
  • They dont identify with people older than
    themselves (stodgy and grey-haired)
  • They dont want to be like their parents
  • Early-bird specials and senior discounts are a
    turn-off

28
Putting Boomers on Buses
  • What are the selling strategies?...
  • Downplay the group aspects of the tour and
    emphasize the benefits to the individual
  • Consider packaging unique events built around
    Boomer interests, e.g.,
  • Sixties music and dance
  • Nostalgia
  • Food and dining

29
Putting Boomers on Buses
  • What are the selling strategies?...
  • Stress special-ness
  • Preferred seating for high-end credit card
    holders
  • After-hours access to museums
  • Accommodations that reflect the experience of the
    place without being down and dirty
  • The illusion of customization
  • Lots of pampering

30
Putting Boomers on Buses
  • What are the selling strategies?...
  • Make the travel purchase quick, easy and
    convenient (Fun that is difficult to obtain
    isnt fun at all Courtney Day/Senior Network)
  • Emphasize expertise!
  • Add value they cant get by themselves
  • Demonstrate skill and knowledge that Boomers will
    respect and pay for
  • Guides should take on the characteristics of
    personal trainers

31
Putting Boomers on Buses
  • What are the selling strategies?...
  • In marketing to Boomer women
  • Market your experience as something a woman can
    share with others
  • Dont use high-pressure tactics
  • Discuss how the purchase will benefit the family
  • Because she projects herself into the
    advertising, make sure she can identify with the
    models and icons (no trophy wives)

32
Putting Boomers on Buses
  • What are the selling strategies?
  • Feature family-type visuals (happy marriage)
  • Reconsider the use of exclusive male (or neutral)
    imagery in marketing materials
  • Pay attention to detailshe does (e.g., thread
    count)
  • Women expect more (bath amenities, exercise
    options, pillows, healthy food options)

33
Putting Boomers on Buses
  • How do they get their information?...
  • Purchase decisions influenced by online research
    and W-O-M
  • They devour magazines
  • They were raised on radio
  • They like to use
  • 1-800 numbers
  • Internet search and web-based information
  • DVDs and virtual reality

34
Putting Boomers on Buses
  • How do they get their information?
  • Boomers are skeptical. Expect serious
    information-gathering before a decision is made
  • PR that features third-party, expert endorsement
    is very effective
  • Dont promise more than you can deliver. Failure
    to deliver is catastrophic with this consumer

35
Putting Boomers on Buses
  • How should we talk to them?...
  • Tour is out journey is in
  • Let them know that convenience and choice can be
    found in MC touring
  • Common language of expectations instant
    gratification, pampering, catered to,
    flexibility, fun, pleasure, luxury
  • Speak the language of business credentials,
    experience, facilities, staff, reputation,
    guarantee, quality commitment

36
Putting Boomers on Buses
  • How should we talk to them?
  • Use more contemporary images and language in
    marketing communications
  • Never use seniors
  • More youthful models
  • Replace mature with experienced and
    educated
  • Confirm your bona fidestestimonials,
    qualifications, bonded licensed

37
Putting Boomers on Buses
  • Get with the times!...
  • Upgrade terminals and equipment
  • Offer concierge services at terminals
  • Offer attractive food and beverage services
  • Computer hook-ups on the motor-coachinternet
    access should always be part of the package
    (connectivity is a must)
  • Leather seating on coaches

38
Putting Boomers on Buses
  • Get with the times!
  • Shorter hauls or more frequent stopsor provide
    entertainment such as personal video screens,
    satellite radio or internet access
  • How about the whole MC for yourself
  • Fitted out with all the comforts of home
  • Guide and chauffeur included
  • For families and small groups

39
Putting Boomers on Buses
  • Closing thoughts
  • This demo is different
  • The Me Generation
  • Unlike the seniors you know
  • You can get them on the motor-coachbut it wont
    be easy
  • You need their business
  • Rethink everythingmarketing and product

40
Putting Boomers on Buses
  • The New Model
  • Provide credible and informative marketing
    communications
  • Make it easy to purchase
  • Get there quickly
  • If you cant. provide diversions
  • Offer variety
  • Experiences must be unique

41
Putting Boomers on Buses
  • The New Model
  • Think adventure and culture
  • Customize the experience
  • Rough and tumble is out comfort and convenience
    is in
  • Upgrade the product
  • The experience you gained with seniors is of
    limited value

42
Putting Boomers on Buses
  • The New Model
  • Get trialfamilies, friends, grandchildrenwhateve
    r it takes
  • Think like the cruise lines

43
Alf Nucifora
  • The Luxury Marketing Council of San Francisco
  • 43 Cable Roadway
  • Sausalito, CA 94965
  • 415-332-1085
  • nucifora_at_luxesf.com
  • www.luxesf.com
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