Over 65's Increase Travel Spending by 17%

People aged over 65 increased spending on travel by 17% this quarter!

If you are a travel business that is stagnant or not growing, there is a misalignment in your funnel.

Other notable stats to consider:

• Cruise category spending is up a whopping 55%!
• Online travel bookings increased by 34%.

Here are some of the evidence-based behaviours you should know about #babyboomer travellers to help grow your share of the pie.

Baby boomers are redefining the travel landscape, and their meticulous approach to planning their journeys is a key characteristic that travel businesses need to understand.

On average, travellers in this cohort spend hundreds of hours researching their trips. This intense research phase represents a golden opportunity for travel marketers and business owners to engage and influence their decisions.

1. Comprehensive Research - A Window of Opportunity

Baby boomers tend to leave no stone unturned when planning their travels. They're not just looking at destinations and accommodations; they delve deep into experiences, local cuisine, culture, and even reviews of specific tours and activities.

As a travel marketer, you can leverage this by providing rich, detailed content that covers these aspects.

Blogs, videos, detailed guides, and newsletters that offer insider tips and comprehensive information can be incredibly engaging for this audience.

The great thing about travellers 50+ when it comes to creating content is that it won't alienate all of the other segments.

The key difference is that travellers 50+ want MORE detailed content.

Actionable Insight: No matter what type of product or service you provide, develop in-depth destination guides and travel itineraries.

These resources can include cultural insights, local experiences, health and safety tips, and accessibility information catering to unique needs and interests.

Become a trusted expert not only in your business but also in your destination and experience category.

2. The Transformative Power of Content in Shaping Travel Decisions

Recent research from Google revealed a striking trend among APAC travellers: 52% made an eventual trip booking decision that differed from their original intention.

This statistic underscores the transformative power of content in the travel decision-making process. It's not just about informing the traveller; it's about inspiring and influencing their choices.

For baby boomers who dedicate substantial time to research, the right content can significantly alter their travel plans.

They are looking for content that informs, inspires, and connects with them on a personal level.

Actionable Insight: Invest in creating diverse, rich, engaging content beyond mere descriptions, itineraries and factual/functional content.

Use storytelling to bring destinations to life, showcase unique experiences, and highlight lesser-known attractions that might appeal to this demographic.

Many preach storytelling but it is rarely executed well.

Long-form written content with 'scannable' components and beautiful images, video content, virtual tours, and interactive elements can be particularly effective in capturing their imagination and swaying their decisions.

By doing so, you stand a better chance of capturing their attention and influencing their final booking decisions, steering them towards your offerings.

3. Digital Savvy Yet Traditional - The Email Advantage

Contrary to popular belief, baby boomers are quite tech-savvy and are active online users.

However, they still appreciate the traditional and straightforward communication style, making email an excellent channel to reach them.

Email is still the most effective marketing tactic to this day. For every $1 spent, you received a $43 ROI (Hubspot).

Emails that provide value, such as exclusive offers, personalised travel suggestions, and useful travel tips, resonate well with this group.

And if they don't want to receive them, they will simply unsubscribe.

Actionable Insight: Personalisation is key. At its simplest: Hello [firstname]. Offer exclusive deals, early-bird specials, or personalised travel recommendations.

If you have an event in town - promote the event

4. The Power of Reviews and Testimonials

Given their thorough research habits, baby boomers highly value reviews and testimonials. Sharing stories and experiences with fellow travellers can significantly influence their travel decisions.

Actionable Insight: Encourage your satisfied customers to leave detailed reviews. Feature these testimonials prominently on your website and in your marketing materials.

Real stories from real travellers can be a powerful tool in persuading baby boomers to book with you.

4. A Responsive Market for Well-Crafted Offers

Lastly, remember that baby boomers respond well to well-crafted offers that feel exclusive and special. They appreciate feeling valued and not just another customer in the crowd.

They are value-driven, not price-driven.

Actionable Insight: Tailor special offers that cater to the interests and preferences of baby boomers. Think beyond discounts - offer value-added services like a private tour, a special dining experience, or access to exclusive events.

Understanding and catering to baby boomer travellers' specific content needs can open up significant opportunities for growth in your travel business. By aligning your marketing strategies with their meticulous research habits and preferences, you can effectively engage this demographic and grow your market share in this lucrative segment.

#travelindustry #content #data

Source: Cost of Living Insights Report. Commbank IQ Nov 2023. Google Traveller research Nov 2023. Marketing to Baby Boomers Travel Playbook.

How you can work with me

Let me know if you need help with content, research and evidence-based travel marketing and sales strategies:

• DM me directly here
• bronwyn@newyoungconsulting.com
• +61 408 225 766 - text or call.