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A quick look at four generations and what each looks for in leisure travel opportunities. Presented in May 2007.
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• Understanding key generations
• Travel trends by generation
• Approach to planning travel
• How marketers are reaching these generations
Gen Y
1979-1999
8-28 years old
84 million strong
28% of population
Duty
Complexity
I must earn it
Generation X
1965-1978
29-42 years old
55 million strong
18% of population
Self-reliance
Balance
I need it
Baby Boomers
1946-1964
43-61 years old
78 million strong
26% of population
Individuality
Self-fulfillment
I deserve it
Every day, 10,000
Boomers turn 55
For the next seven years,
10,500 will turn 21 every dayCurrently the dominant
family-rearing generation
Matures
1920-1945
62-87 years old
40 million strong
12% of population
Security
Self-sacrifice
I owe it
WWII vets dying at a
rate of 1,056 per day
Defining Events
• Farm life
• Great Depression
• Roosevelt’s New Deal
• World War II
• GI Bill
• Korean War
Values
• Discipline
• Hard work
• Dedication & sacrifice
• Respect for authority
• Duty before pleasure
• Honor
• Patriotism
• Loyalty
The greatest generation
Defining Events
• Civil rights & women’s rights
• Rise of communism
• Woodstock
• Space travel
• Political assassinations
• Vietnam War & the draft
• Watergate
Values
• Optimism
• Teamwork
• Conformity
• Opinions
• Personal gratification
• Personal growth
• Work/jobs
The me generation
Defining Events
• Fall of communism
• Gulf War
• High divorce rates
• Space Shuttle Challenger
• AIDS epidemic
• 1987 stock market crash
• The mall
Values
• Family
• Self reliance
• Entrepreneurialism
• Fun
• Informality
• Convenience
• Balance
– Work to live, not live to work
The family generation
Defining Events
• Columbine
• Oklahoma City bombing
• Instant access technology
• Clinton-Lewinsky
• September 11th & terrorism
• Hip-hop
• Rodney King & O.J.
Values
• Optimism
• Individualism
• Self-confidence
• Achievement oriented
• Respect for authority
• Respect for diversity
• Integrity
• Drawn to civic duty
• Education
The next greatest generation
• Rural America
• Historical appreciation
• Botanical
• Luxury birding
• Extended stay
• Vacation clubs
• Open road
• Grandtravel
• Exotic destinations
• Second honeymoon
• Fantasy camps
• Ritual free
• Functional hotels
• On the fly
• Camping
• Ruggedless adventure
• Babymoon
• Girls only
• Destination status
• Voluntourism
• Green
• Short burst
• Indulgent extras
…
Internet
• Established online players versus user-generated
content for research
• Boomers more comfortable than Seniors to make the
online purchase
• First generation travel Web sites for booking travel
• But still want the option to talk to a human with
questions and concerns
• Web 2.0 – want to know others’ experiences
• Enjoy booking travel themselves
• Treasure hunt for best deals
• Tend to window-shop
• 3,796 Tourism
• 6,048 Vacation
• 56,253 Travel
– 5,169 family travel
– 1,490 adventure travel
– 1,096 beach travel
– 374 leisure travel
– 284 golf travel
– 219 exotic travel
– 160 eco/environmental travel
– 72 culinary travel
– 51 historical travel
–
–
“We have your missing button.”
“Don’t burn your tongue.”
–
–
–
“The only image of Israel that young men have in
their minds from the last five years, since they
were 12 or 13 years old, is of conflict, of the
intifada, of buses blowing up. We want to show
them that Israel is not a one-dimensional place of
just wars and politics and conflicts.”
–
“Unfortunately, some things don’t stay in Vegas.”
“For more fun and less trouble, come to the track.
You’re this close to winning.”
,