'NOTE CONCERNING COMBINED TELECOMMUNICATIONS AND INTERNET ACCESS SERVICES: Some ... include a combination of Telecommunications Services and Internet Access. ... – PowerPoint PPT presentation
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