Does the Travel Industry Take Baby Boomers Seriously

Does the Travel Industry Take Baby Boomers Seriously? They require a more informed decision, preferring informative adverts and getting value for their money. 

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Marketing for the travel industry appears to focus on Gen X and the Millennials. These generations are quick to respond to internet promotions, discounts and social media marketing and are an easier and quicker target for marketers to sell to. Baby Boomers have questions and they want to be reassured, are suspicious of scams and would like to see referrals, recommendations and references. 

Travel Marketers to Focus More on the Baby Boomer Generation

Between the ages of 57 and 75, the desired travellers have more time to travel, they prefer to take longer trips, out of season, away from the crowds, and more adventure to spice up their lives, similarly, finances are not a problem but they are wiser with their spending. Bucket lists are more important and they want to get through them and have an urgency to do so.

Vacations Baby Boomers Enjoy

• Hopping from Island to island
• Chasing Waterfalls
• Hiking
• Cycling Tours
• Motorcycle Tours
• Chasing Beaches
• Going away for Girlfriend Getaways
• Capturing bridges all over the world
• Bird watching
• Cruise vacations
• Non-touristy breaks

Finances generally for the millennials and Gen x era, are more of an issue, their holidays are shorter and often they get themselves into debt just to go on vacation. So why doesn’t the travel industry cater more for this generation with more time, money and desire?

Answers vary on this question

Most of the individuals who are doing the marketing are between 23 to 45 and do not have a comprehensive understanding of this “gold mine” that is just waiting for them to discover. Is there reluctance and nervousness over the generation gap? If the baby boomers were doing the marketing, it would be a whole new statement, but they have now retired.

What do the baby boomers want on their travels?

There are so many different areas of travel from adventure, tours, cruises, hotels, cultures, safaris, hiking and new destinations they want to encounter. “Travel for seniors” is often classified in limitations and in a box, not taking into consideration that seniors hate the word senior, old age or aged generation. We are just another generation that has the opportunity to do more with the resources we have saved wisely.

“Longevity is one of the most significant social transformations of the 21st century”.

Stated by United Nations

Especially in first-world countries, the number of children is shrinking, while the older generation quantities continue to grow and will continue to grow, therefore the travel industry will need to depend more and more on the baby boomer generation. It is happening, now, but many in the industry are going to miss out!

8 Tips on What to take note of when selling to the Baby Boomers

1. Do not treat baby boomers as old or unintelligent

• Baby boomers are adults, intelligent and quite capable of making their own decisions.
• Deal directly with them and do not feel you need to speak to their families about the decisions they make.
• They may be in another generation than you and an era that you have not yet experienced, but they have undergone far more than you have, so mutual respect is needed.
• When speaking to a baby boomer, speak as you would to any of your friends and do not communicate with sympathy and with a degrading tone.

Growing up in a world of the internet has been the millennials’ privilege, but understanding the baby boomers laid that initial foundation through their intelligence, yet they are learning these skills and using them today, which is much to be admired.

“The most infuriating occurrence when communicating to young people in the travel industry for bookings, is that they speak to me very slowly as if I am from another planet.”

Ann Gibb

2. Use “lingo” that is related to the baby boomer generation

The millennial generation or the FONTATDIA age (“fear of not being able to do it all“), wants to be able to figure it out themselves and do it themselves or rather – feel as if they are doing it themselves, a contrast to the baby boomers, who like things to be planned out clearly, with your assistance, in a language that they can understand. Due to their background, they are thorough.

What product are you offering and how will this product give them a great vacation and improve their lives?

3. Speak it don’t just expect them to Google it

A mobile phone was not born in their hands as the millennials were. Yes, they are Googling things more and more, but they still prefer face-to-face communication. This is how they grew up with a personal touch.

According to the wise generation, trust lies with the person, qualified, that they are speaking to. They love receiving brochures, to ponder over and discuss with friends and families and relish having something in their hand. Once they have some options then they don’t mind googling what is on the brochure.

“If you want to speak to an operator press 1, if you would like to make a booking on a cruise press 2, if you would like to go on a tour, press 3, if you have another question, press 4.” Getting through to an automated voice is just the worst. This immediately puts a baby boomer in a negative frame of mind.

4. What is the product: how can they benefit from the product

• The product may be exactly the same as a millennial product, but they need to know or require some differentiation
• What will this product do for them?
• Where can I obtain this product?
• Can the product be adapted to their needs?

Example of a trip to Queensland, Australia. The millennial may want to stay at a large hotel with exciting nightlife. A baby boomer may prefer a boutique hotel that allows more peace, personal service and quiet.

5. Relate some familiar options to them

Let them get the feeling that you understand that they want to be hands-on, including talks about their prospective trip, concerns and excitement and give them advice on your knowledge through your experience on a good vacation, offering advice against certain ideas they may have offering examples.

6. Best travel and health insurance to take out

This is one of their top priorities. Respect that and present different options making sure they understand before they sign up.

Inform them of any vaccines that they need before entering a country

• Where would they get these vaccines?
• Is the environment pandemic safe?
• What precautions are being taken on the cruise, tour or at the destination?

These factors can create real fears so make sure you know the answers.

7. Respect their age, meet their pace, show excitement

Even baby boomers love adventure! The pace of the adventure should differ from that of a millennial, not always the nature of the escapade. Would they prefer all women if on a tour, small or large hotel, large cruise or smaller less formal cruise, hiking length on flat or mountainous terrain, river cruising, solo exploration and numerous other questions, but get the facts?

Most importantly, make it easy for them. Advise not to change flights as this could be exhausting, but also what is economical. Take the length of waiting between flights into consideration.

8. Make sure they have understood all that you have told them

• When all is final, make sure they understand all that has been discussed and that they are happy with the itinerary.
• Let them know you are available for any questions that may come up before they go on their vacation.
• Give them the personal touch.

If they are delighted with your service, they will recommend you to all their friends and be back to you for their next vacation.

Tip on how to cater to the Baby Boomers in the Local Hospitality Industry

Fear of travelling on aeroplanes and cruises is still very real to many baby boomers, so initially before introducing international travel introduce local travel. Here is a possible plan to benefit both.

Baby boomers are getting fed up with being locked up in their villages and are dying to get out. Hotels that are 3-star should embrace this situation, and with this in mind, create a baby boomer vacation designed for the baby boomer.

A true break is for 4 to 5 days, so go to the villages and propose your concepts, planning for a perfect group of 10 to 12 people. Arrange collection and return drop-off which will also benefit tour operators who have suffered during the pandemic.

Think of what the baby boomer’s interests are

I spoke to individuals within retirement villages. They feel isolated, forgotten, lonely and depressed as there is nothing to look forward to due to. Learning new skills such as computer and app skills during this time would be their favourite pastime, but with someone who is patient. They would love small group “tours” to local hotels of interest! As long as the activities stimulate them, they can learn with others in the same age group and have some fun!

Example of a Local Vacation that Could be Organized for a Group of Baby Boomers

Here is an example of a local vacation that could be organised for a group of baby boomers.

Encourage them to bring their laptops, iPads, and smartphones if they have them. This can be done with numerous different retirement villages and different groups from one retirement village. Remember these ladies and gents are intelligent, adventurous human beings!

DAY ONE	Collect the group of baby boomers from the Retirement Village in the morning. 10.00 am Transport to the hotel. Get them signed in to rooms that are easily accessible. show them how to use the safes in the rooms to lock laptops/iPads away while not in use. Tea Go through the week’s itinerary. Have lunch. Afternoon to rest and chill for two hours. Later afternoon, bring in an expert who can share about the birds and animals in the local area. Suppers such as barbeque (braai), provided entertainment that they can participate in if they want.
DAY TWO	Breakfast till 9.00 am 9.00 am to 10.30 am. Computer, mobile phone and internet lessons. Have these each day. Make sure the instructor is patient and understanding. Learn how to download apps on their phones. Computer skills, such as email, YouTube, searches, passwords and how to remember them etc. Downloading photos. How to share photos and download an app to add to their photos. Ask them if they have any other areas they would like to learn. Encourage them to take lots of photos. Tea 11.00 am till 12. 30 am. Have an expert come in and do a mobile phone/camera photography course. Lunch. Afternoon nap and chill time. Go on a birdwatching hike. Supper – buffet
DAY THREE	Breakfast till 9.00 am 9.00 am to 10.30 am. Computer, mobile phone and internet lessons. Have these each day. Make sure the instructor is patient and understanding. Learn how to download apps on their phones. How to download and share photos. Computer skills, such as email, YouTube, searches, passwords and how to remember them etc. Tea 11.00 till 15.00 Go on a tour not too far away. For example just outside Johannesburg South Africa, a visit to Maropeng in the Cradle of Humankind. On the next vacation when they come as a group go to the Lion and Safari Park. Encourage them to take pictures of their outing. These pictures will be fabulous references for the art classes the next day. Light lunch while you are there. Return by 3.00 pm in the afternoon. Rest in rooms and relax for the rest of the afternoon. Dinner with a difference – fondu, or different cultured cuisine (not over spicy) and a talking point.
DAY FOUR	Breakfast till 9.00 am 9.00 am to 10.30 am. Computer, mobile phone and internet lessons. Have these each day. Make sure the instructor is patient and understanding. Learn how to download apps on their phones. Computer skills, such as email, YouTube, searches, passwords and how to remember them etc. Tea 11.00 till 12.30. Art lessons and art expression. Have a qualified artist/teacher come in and teach. Provide all the art material. This can be varied if they return on future vacations. First holiday, drawing, second one watercolours, third one pastels, fourth one oils, fifth one sculpture. The quality of their art is irrelevant, but new interests are being created. They can focus on their hike and outing, what they saw, and what they experienced. whether it was a flower, bird, tree or anything that made an impression on them. They can take this piece home with them. Also maybe have frames available for them to place their art pieces into. Have mobile phone stands set up next to and facing their art pieces. Teach them how to do short videos of what they are creating. Lunch Relax time Free afternoon to do what they want and socialize Dinner conservative
DAY FIVE	Breakfast till 9.00 am Relax and pack till 10.30 am Go to SPA Let them be spoilt and nurtured Have lunch at the SPA In the afternoon, return to Retirement Village

The above holiday example will be so refreshing and benefit both the baby boomers and the hotel! With such an itinerary, others will be queuing to attend and those who attended the one will make sure they attend the next one too. Depending on the area, you can create wonderful vacations that will be the talking piece all over your city! Photos of the hotel will also be advertised broadly and the organizers! A win-win situation!

Branding needs to address Current Fears and Future Optimism for the Baby Boomer Generation

• There is a change in the needs of the audience
• The main focus is on looking at brands to provide assurance in current circumstances
• Brands need to change their approach
• More market research is required on current scepticism
• Provide persuasive optimism for local travel and future international travel
• Address the new worldwide concerns which have emerged
• Acknowledge the greatest fear factors: fear, change and being overlooked
• Fear is found in the community. Change the fears with the smaller community

Learning of New Skills so very Prominent today in the Baby Boomer era

Learning new skills in this era has become very popular. Different factors have influenced this motivation. Having to retire and realizing that you could still live a further 20 to 30 years, the drive to do something has become imperative. New entrepreneurial jobs, hobbies and businesses are been created.

Being left behind in the world of computers and the internet was the initial driving force to start learning. Mobile phones being the majority form of communication forced the baby boomers into learning this new technology. Stimulation of the mind and the awareness of how imperative this is as one gets older also is a great enthusiasm.

I am sure you have heard the saying: “You cannot teach an old dog new tricks”? Don’t believe it, it is a myth! In relation to computers, the baby boomers may take a little longer to learn (the reason being they did not have this technology growing up), but they are learning extremely well too!

The desire to see the world, travel and complete their bucket list also encourages them onto new search engines. Bookings sometimes have to be done via the internet. Calling for an Uber or just seeing the weather or Google Maps.

How is the Mental Health of the Baby Boomer

The drive and passion for life are a fighting strength in “young” seniors today. They are keeping themselves physically active, socially active and mentally challenged, determined to keep mentally well.

In relation to the pandemic, they were forced into isolation, been separated from family, grandkids and friends. This created a huge dilemma as depression started to creep in. They could not go on their annual vacations, which they planned with relish, believing their whole world had come to an end.

Now things are opening up, but fear is still a marked feature in their lives. The travel brands need to capture this moment and start to propose new adventures in the local markets that can make them feel alive, needed and stimulated once again.

What is the current Health situation of the Baby Boomers?

Due to health advancements and advances in medicine, the baby boomers are living longer. This can be a plus and a negative for the baby boomers in taking care of themselves, whereas there is so much more awareness of medical conditions and the prevention of these conditions, that generally, they are taking more care of themselves.

Those who have given up on life, rely on doctors and medicine to fix them, but there is a strong emergence of those who take better care of themselves, see their doctors more regularly, exercise and do whatever they can to go into their futures being healthier. When they go on vacation, they want an adventure. Adventure requires more exercise and energy!

Do the Baby Boomers just accept your Answers

They are no longer just accepting, but are asking QUESTIONS.

No longer can you just tell them how to live their lives, which vacation they must go on, how long they must go for, and how they must travel? They ask their own questions and want answers with value, becoming a doer generation and striving to do what they set out to do. Relying on their own intelligence and years of experience, they want to problem-solve and be part of life!

Do you find Baby Boomers Interesting?

If you finally realize that you need to take baby boomers seriously as they will be the ones who can afford, have the time to travel and be able to get you a return on your branding, why not get to know them better?

Have you ever had a heart-to-heart discussion with a senior? Politics, art, technology, business? Yes, they know more than what you think they know, therefore, discover how their minds work and this will benefit you in how to market to them.

View seniors as resources. Understand what their needs are, at the same time, realize the travel industry is sitting on a diamond of considerable size and doesn’t even know it! This is the market!

Baby Boomers are a critical factor in global tourism moving forward!

Useful Baby Boomers Forums and Websites

• Senior Travel Forum
• Long stay vacations and tours
• 7 Tour Companies That Cater to Travelers Over 50
• 5 Things Women Travellers 65+ Know That Make Them Ageless
• Retirement vacations: 7 best trips for seniors

Poem by Phil Smith on the Baby Boomer Generation

They are the Baby Boomers
Born to reunited families
Split by the war
A baby boom
Felt around the World
They were to change humanity

1955 started a revolution
Their parent's music was boring
New music was jumping
They turned up the volume
Hips started to gyrate
Rock 'n' Roll was Satan's music

Slick hair swivelling hips
A southern boy from Tennessee
Was every father's nightmare
He was everywhere
Records TV and movies
Elvis Presley was king

Baby boomers and their music
Changed the world forever
Children of the revolution
Starting to ask why
Growing beards and long hair
All roads led to San Francisco

Sex drugs and rock 'n' roll
Boomers were very different
Never to get old
Their parents always looked old
The World changed for them
Catering for their every need

Trying not to sound like parents
Boomers invented living together
Kids without weddings
Naming them Sky and Summer
Maturing into jobs
Responsible and hard working

Spoilt their kids with
Stereos TVs and phones
Most forgot the sixties
Short hair suit and tie
Making a corporate fortune
To support the new lifestyle

Don't have to grow old
First generation not to
Women wear girls clothes
Fathers and sons t shirt and jeans
Radio stations play their music
Discos for the over 40's

Sports activities and clothes
Have aged with them
Once sport finished at thirty
Now we have over sixty's sport
Never too old for anything
Boomer will always be young

Are you a baby boomer or do you want to market your brands to them? Let us know any suggestions you may have in the comments section below.