Marketing to the Generations

Developing marketing programs that appeal to customers in different age groups can expand your sales and profits, but it also can create brand-management problems. When customers see the wrong messages from you about travel in their demographic, they may look for someone else who better caters to their age group. That’s why understanding some basics of marketing to different age groups can help you maximize sales without damaging your brand.

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Target the right age groups: Instead of trying to appeal to everyone — seniors, baby boomers, generation X and generation Y — take a good look at your database to determine if your travel product or service appeals to two or three generations more than others. This will help you concentrate your marketing resources and generate larger sales from the groups that are most likely to buy from you.

Create separate brands: To avoid trying to be everything to everyone, consider creating separate brands to reach different generations. Evaluate whether you can create a second version of your product that offers a specific benefit to expand your appeal to different age groups. This might include targeting a second generation by tweaking your product features, setting a different price or even changing your name slightly. For example, my business is Ticket To Travel, but I have created a few new divisions, such as Ticket To Honeymoons.

Use multiple distribution channels: Review where you are marketing your travel products. Consider direct mail and brochures for older buyers. Older customers also might prefer to have you make an appointment with them while younger customers might prefer online shopping on your website. In each case, you will need to make sure your website is optimized so it will look good on a laptop or smartphone.

Change your message accordingly: Based on the unique travel products you want to sell to each target generation, create different messages that appeal to your customers. For example, send direct mail to the homes of older customers, and reach younger customers with digital marketing. Some of my favorite clients have been seniors. They want me to come visit with them, they have appreciated and respected my expertise and they have great loyalty. Many of my younger clients have never met me in person, since they do most of their transactions by email or text.

Learn what each age group wants: Use photos in your ads that fall into the age group you are targeting to create empathy. Use phrases from the popular culture of each age group. For example, younger customers will know what “twerking” means, but may not connect with “Easy Rider.”

Baby boomers enjoy individualization and self-empowerment. This group has the most disposable income and fully embraces both print and digital media. When marketing to this generation, avoid referencing retirement or growing older. Appeal to their desire for services that will make their life easier.

They prefer to be given information they can use to make their own decisions and also like to shop around for the best deal. Give them permission to do so up front and you will create trust. You also can try capturing boomers with marketing nostalgia — with a themed cruise with music and other icons from their youth.

Seniors like to spend money on their grandchildren. Studies show that they buy 25 percent of all toys sold in America. Therefore your travel marketing should appeal to their desire to spoil their children and grandchildren with a great family vacation.

I have spoken with many travel agents who have sold family reunions where the grandparents pay for everyone’s vacation. In this case, your marketing pieces should include great photos of destinations or cruises showing lots of activities that multigenerational families can enjoy together.

Marketing will never be an exact science. However, understanding who is buying and how they want to buy can make a huge difference in being successful at the game.