On — and Off — the Road Again
Last week saw four members of the Creating Results team on the road to an industry conference in Hershey, PA.
It’s appropriate, then, that this weekly round-up of top 50+ marketing links has a bit of a travel theme.
“For the next 20 years, baby boomers are without question the financial force behind leisure travel.”
So says baby boomer marketing expert and Creating Results friend Brent Green in a recent TravelPulse feature article.
Several studies back up Green’s statement.
- AARP found that 99% of Americans would travel for fun in 2016. The association estimates baby boomers spend over $120 billion annually in leisure travel. 32% of those planned an international “bucket list” trip.
- A British Airways survey of 2,000 U.S. baby boomers shows that members of the generation have a newfound interest in seeing the world as they enter into retirement. Increasing interests in family heritage and decreasing work commitments will speed them on their way.
- A Visa study showed that international travelers aged 65 or older represent 14% of the U.S. outbound market by number of trips. Further, the number of annual trips taken by 65+ers is expected to increase at a compounded annual rate of 8.5% through 2025.
How can YOUR business tap capitalize on this wonderful wanderlust? How can you leverage these insights in your marketing to baby boomers?
Check out the related items (below) and these ideas:
Senior living and 55+ communities: Consider lifelong learning sessions focused on how older adults can plan and prepare for an international trip. Feature resources from your greater community, such as travel agents who specialize in multigenerational travel, which is very much in demand among 55+. Invite current residents to be on the panel and share their experiences and best tips.
Or, how about a blog post by members of your retirement community who have just come back from a trip? Inspiration + education = engaged readers.
For example, Traditions of America has invited homeowners at their 55+ lifestyle communities to blog about trips to the Grand Canyon and Las Vegas, Italy and Greece. How better to demonstrate the benefits of a “lock-and-leave” community than with the authentic voices of your adventurers?
Healthcare: Your patients and prospective patients will appreciate helpful content that addresses some of the unique challenges they might face on a trip.
Will medications make it through airport security? (58% of baby boomers say medications are “must-haves” for packing, per AARP.) What to do if you need an emergency prescription refill — in Tuscany? How can you keep your energy levels as high on day 7 of a tour through Provence as on day 1?
Anticipating travel health issues and providing proactive advice will earn boomers’ attention, trust and repeat business.
Legal Services: That British Airways survey found that a significant number of those Americans who want to travel overseas don’t have a passport.
An email outlining how the steps to get a passport (and offering your team’s support on larger questions) would be welcomed by your database. Show that you would like to partner with them to achieve this and other dreams on their “bucket list.”
Green feels that leading edge baby boomers, between 61 and 70, “are prime time for travel right now … They have the economic capability of higher end travel. Many are retired, semi retired or within a few years of retirement.” Trailing edge baby boomers, between the ages of 52 and 61, still have to meet the many demands of work and family.
Keep in mind that Boomers and younger Silent Generation members want to hit the road on their terms. They’re looking for authentic experiences which are catered to their interests. They want to be in control!
Is it any wonder that another type of travel also is gaining speed?
RV sales have risen 11% from 2014 and show no signs of slowing down. Boomers are the big driver, writes Rodney Johnson in Equities.com.
Now finished raising their kids, they’re looking to spend on themselves — but a little differently than before.
‘More Americans might want to hit the open road dragging a second home, but wages have been flat for years and lenders are still cautious when extending credit. Buyers are scouring the Internet for deals and the average sale price is declining. We’re buying more units, but we’re choosing more modest accommodations.
This is the face of an economic winter season. Commerce continues, it just takes on a different tone.
As Chaucer wrote: “Time and tide wait for no man.” Our internal clocks tell us that time is passing. If we want to take advantage of our newfound freedom from kid-related responsibilities while we still have the stamina and physical capabilities, we can’t wait forever.’
In other words, baby boomers may not be going too far off-road — or off-budget — but they will be moving along.
Follow these links to learn more:
- TravelPulse feature article – http://bit.ly/28Jd4Ft
- AARP 2016 Travel Trends report – http://bit.ly/28ISZhf
- British Airways survey – http://bit.ly/28IZnG1
- Visa “Mapping the Future of Global Travel and Tourism” – http://vi.sa/28J8to5
- Equities.com article on RVs – http://bit.ly/28J60rP