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Generational Travel Trends Presentation
•   Understanding key generations
•   Travel trends by generation
•   Approach to planning travel
•   How marketers are reaching these generations
Generational Travel Trends Presentation
Matures                 Baby Boomers          Generation X              Gen Y
1920-1945               1946-1964             1965-1978                 1979-1999
62-87 years old         43-61 years old       29-42 years old           8-28 years old
40 million strong       78 million strong     55 million strong         84 million strong
12% of population       26% of population     18% of population         28% of population
Security                Individuality         Self-reliance             Duty
Self-sacrifice          Self-fulfillment      Balance                   Complexity
I owe it                I deserve it          I need it                 I must earn it

                                                                        For the next seven years,
WWII vets dying at a    Every day, 10,000   Currently the dominant
                                                                        10,500 will turn 21 every day
rate of 1,056 per day   Boomers turn 55     family-rearing generation
Defining Events                    Values
•                                  •
    Farm life                          Discipline
•                                  •
    Great Depression                   Hard work
•   Roosevelt’s New Deal           •   Dedication & sacrifice
•                                  •
    World War II                       Respect for authority
•                                  •
    GI Bill                            Duty before pleasure
•                                  •
    Korean War                         Honor
                                   •   Patriotism
                                   •   Loyalty



                           The greatest generation
Defining Events                       Values
•   Civil rights & women’s rights     •   Optimism
•                                     •
    Rise of communism                     Teamwork
•                                     •
    Woodstock                             Conformity
•                                     •
    Space travel                          Opinions
•                                     •
    Political assassinations              Personal gratification
•                                     •
    Vietnam War & the draft               Personal growth
•   Watergate                         •   Work/jobs




                                The me generation
Defining Events                    Values
•                                  •
    Fall of communism                  Family
•                                  •
    Gulf War                           Self reliance
•                                  •
    High divorce rates                 Entrepreneurialism
•                                  •
    Space Shuttle Challenger           Fun
•                                  •
    AIDS epidemic                      Informality
•                                  •
    1987 stock market crash            Convenience
•                                  •
    The mall                           Balance
                                        – Work to live, not live to work



                           The family generation
Defining Events                     Values
•                                   •
    Columbine                           Optimism
•                                   •
    Oklahoma City bombing               Individualism
•                                   •
    Instant access technology           Self-confidence
•                                   •
    Clinton-Lewinsky                    Achievement oriented
•                                   •
    September 11th & terrorism          Respect for authority
•                                   •
    Hip-hop                             Respect for diversity
•                                   •
    Rodney King & O.J.                  Integrity
                                    •   Drawn to civic duty
                                    •   Education


                        The next greatest generation
Generational Travel Trends Presentation
•   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
Generational Travel Trends Presentation
…




    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
Generational Travel Trends Presentation
–
–




“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.”
dstutts@luckie.net
,

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Generational Travel Trends Presentation

  • 2. Understanding key generations • Travel trends by generation • Approach to planning travel • How marketers are reaching these generations
  • 4. Matures Baby Boomers Generation X Gen Y 1920-1945 1946-1964 1965-1978 1979-1999 62-87 years old 43-61 years old 29-42 years old 8-28 years old 40 million strong 78 million strong 55 million strong 84 million strong 12% of population 26% of population 18% of population 28% of population Security Individuality Self-reliance Duty Self-sacrifice Self-fulfillment Balance Complexity I owe it I deserve it I need it I must earn it For the next seven years, WWII vets dying at a Every day, 10,000 Currently the dominant 10,500 will turn 21 every day rate of 1,056 per day Boomers turn 55 family-rearing generation
  • 5. Defining Events Values • • Farm life Discipline • • Great Depression Hard work • Roosevelt’s New Deal • Dedication & sacrifice • • World War II Respect for authority • • GI Bill Duty before pleasure • • Korean War Honor • Patriotism • Loyalty The greatest generation
  • 6. Defining Events Values • Civil rights & women’s rights • Optimism • • Rise of communism Teamwork • • Woodstock Conformity • • Space travel Opinions • • Political assassinations Personal gratification • • Vietnam War & the draft Personal growth • Watergate • Work/jobs The me generation
  • 7. Defining Events Values • • Fall of communism Family • • Gulf War Self reliance • • High divorce rates Entrepreneurialism • • Space Shuttle Challenger Fun • • AIDS epidemic Informality • • 1987 stock market crash Convenience • • The mall Balance – Work to live, not live to work The family generation
  • 8. Defining Events Values • • Columbine Optimism • • Oklahoma City bombing Individualism • • Instant access technology Self-confidence • • Clinton-Lewinsky Achievement oriented • • September 11th & terrorism Respect for authority • • Hip-hop Respect for diversity • • Rodney King & O.J. Integrity • Drawn to civic duty • Education The next greatest generation
  • 10. Rural America • Historical appreciation • Botanical • Luxury birding • Extended stay
  • 11. Vacation clubs • Open road • Grandtravel • Exotic destinations • Second honeymoon • Fantasy camps
  • 12. Ritual free • Functional hotels • On the fly • Camping • Ruggedless adventure • Babymoon • Girls only
  • 13. Destination status • Voluntourism • Green • Short burst • Indulgent extras
  • 15. Internet
  • 16. • 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
  • 17. Web 2.0 – want to know others’ experiences • Enjoy booking travel themselves • Treasure hunt for best deals • Tend to window-shop
  • 18. • 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
  • 20.
  • 21. – “We have your missing button.” “Don’t burn your tongue.”
  • 22.
  • 23.
  • 24. – “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.”
  • 25. – “Unfortunately, some things don’t stay in Vegas.” “For more fun and less trouble, come to the track. You’re this close to winning.”
  • 27. ,