Putting Boomers on Buses

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Putting Boomers on Buses

• American Bus Association
• 2007 Marketplace
• 01.28.07

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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

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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

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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
  

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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
  

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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

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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)

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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
  

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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
  

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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
  

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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

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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)

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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!)

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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)

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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
  

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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)

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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)

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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

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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
  

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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

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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
  

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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

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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)

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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
  

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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
  

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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)
  

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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
  

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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

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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

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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
  

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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)

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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)

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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

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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

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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
  

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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
  

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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

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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

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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

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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

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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
  

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Putting Boomers on Buses

• The New Model
• Get trialfamilies, friends, grandchildrenwhateve
  r it takes
  
• Think like the cruise lines

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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