Marketing Tourism to the Generational Groups

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• Marketing Tourism to the Generational Groups

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The Good News

• Leisure tourism is growing
• I deserve it
• 2006 should be outstanding

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The Bad News

• Too many choices
• No time to plan
• Different generation expectations

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Overall Customer Wants

• Convenience
• Unique packaged experience
• Personalized service
• Off-season deals/extra value

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Leisure Activities

• Shopping
• Entertainment
• Edu-tainment
• Adventure

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Leisure Activities

• Nature
• Fantasy
• Learning
• Heritage/history

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War Generation Silent Generation Baby
BoomerGenX Millennium Tweeners 9/11
Generation
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War GenerationAges 81

• Helpers
• Sacrifice
• For the children
• The Greatest Generation
• 6 of the U.S. population approximately 18
  million

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War Generation

• Life Shaping Issues
• Great Depression
• WWII
• Make it better for the children
• Work at the same job until retirement
• Everybody pulls their weight
• Its good enough for me

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War Generation Messages

• Save
• Give your children grandchildren the experience
  of a lifetime
• Learn what made America great
• Help NY in time of need
• You can help
• Keep America strong

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Silent GenerationAges 63-80

• Right vs. Wrong
• Resentful
• Ive earned it
• Do the right thing
• 6 of U.S. population 18.5 million

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Silent Generation

• Life Shaping Issues
• Take care of younger siblings
• Work hard
• Dont waste save money
• Look after parents
• Do your part pull your own weight

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Silent Generation Messages

• Youve earned it!
• The right choice
• A good investment
• A good value
• The trip of a lifetime
• Spend money.but wisely

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BoomersAges 45-62

• Me, me, me
• Forever young
• Choices/privileges
• Spoil Me
• 27 of the U.S. population (292,199,316 total
  U.S. population)

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Boomer Issues

• Kennedy/King
• The 60s
• Vietnam War
• The U.S. as Superpower
• Stock market boom
• Inheritance

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Boomer Messages

• Special privileges
• Tailored for you
• No waiting
• Expensive, but you are worth it
• Bragging rights
• Forever young
• I just want to have fun
• Just DO me

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Generation XAges 25-44

• Born 1961-1981
• 30 of U.S. population in 2003 (292,199,316
  U.S. pop.)
• 87 million Gen Xers
• Called Gen X because they have no unifying
  cause

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Generation XAges 25-44

• Suspicious
• Disenfranchised
• Non-confrontational
• Waste not
• Facts/family/fundamentals

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Generation X Issues

• Nixon/Watergate
• Home alone
• Energy Crisis (late 70s)
• Hostages in Iran
• TV Show Friends
• Save the planet
• does not happiness

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Generation X Messages

• Family time/reunions
• Value vacations
• How we take care of the planet
• Ethnic tourism
• Heritage tourism
• Learning vacations
• I want to feel good about the vacation

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Travel Offers that Appeal to Generation X

• Family, friends, group trips
• Plan your own reunion
• Heritage tourism
• Cruises one price deals
• Learning vacations

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How to Reach Generation X

• Internet search engines
• E-mailers
• Public relations stories 3rd party endorsement
• Travel Channel
• Direct Mail
• Trade Shows
• Coupons
• Newspaper travel section ads

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Gen Y - Millennium Deja boomAges 524

• Born 1982 2000
• Approximately 31 of U.S. population
• 88 million in 2003
• Came of age at the Millennium

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Millennium Generation Gen Y or Deja boomAges
5-24

• Optimistic
• Strong
• Empowered
• Care for others
• Care for environment
• Realism

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Gen Y Icons

• Xena Warrior Princess
• Sara Hughes

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Millennium Generation Issues

• Economy
• Healthy bodies
• Diversity (changing families)
• Desert Storm
• Bill Clinton
• Overcoming minority issues (gay rights, etc.)
• Care for environment
• 9/11
• Prone to credit card debt

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Travel Ideas for Gen Y

• Nature tourism
• Trips for parents teens
• Adventure vacations
• Heritage tourism
• Unique travel
• Guided interpretation (See the world, but LEARN
  about it as well from an expert)

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Millennium Generation Messages

• Challenge yourself
• Just go online
• Interactive
• Down time
• Recycle
• Learn a different culture
• Learn your world functions
• I want to have fun and feel good about my
  vacation choices

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How to Reach Gen Y

• Internet search engines
• Portals
• Links
• Support youth organizations
• Good causes
• Travel Channel
• Downloadable video

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Messages for Tweeners (9-13)

• See and do it all
• Parents AND Tweeners want their own time think
  schedules like a Disney cruise
• Tailored programs
• Adventure/excitement PLUS down time
• A trip just for you and your friends that your
  parents will approve of

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9/11 Generation (2001 to present)

• 9/11 major issue shaping their lives
• Over protected
• Family closeness is critical and will be their
  entire lives
• Not risk takers
• Conformers
• Personal safety critical nothing scary
• Almost Gen X BUT with new influences
• Want a total immersion experience
• Want to control the experience

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9/11 Generation

• Highly interactive
• Operate computers at age 3
• Rubbermaid IBM Young Explorer computers
• Demand to be entertained (in safety) - but with
  more personal involvement
• Blues Clues, Dora the Explorer, Bob the Builder

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9/11 Generation

• Messages must be directed at them, but not leave
  out parents
• Innovative, relevant and let them control the
  experience
• Fantasy I want to be Cinderella
• Dress up, makeup, the whole experience
• Less do it all more do it totally

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Top Activities in Tourism

• Shopping (33)
• Outdoor (17)
• Historical Sites/Museums (14)
• Beaches (10)
• Cultural Events/Festivals (10)
• National/State Parks (10)
• Theme/Amusement Parks (8)
• Nightlife/Dancing (7)
• Gambling (7)
• Sports Event (6)
• Golf/Tennis/Ski (4)

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Top Activities Planned After Arrival

• Restaurant (48)
• Shopping (45)
• Museum or Exhibit (26)
• Sightseeing Tour (24)
• Movie (16)
• Theme Park (15)
• Religious Service (14)
• Cultural (14)

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Walt Disney You dont build it for yourself.
You ask the customer, and you build it for them.