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Premium member Presentation Transcript Slide1: Marketing Tourism to the Generational Groups The Good News: The Good News Leisure tourism is growing “I deserve it” 2006 should be outstanding The Bad News: The Bad News Too many choices No time to plan Different generation expectationsOverall Customer Wants: Overall Customer Wants Convenience Unique “packaged” experience Personalized service Off-season deals/extra valueLeisure Activities: Leisure Activities Shopping Entertainment Edu-tainment AdventureLeisure Activities: Leisure Activities Nature Fantasy Learning Heritage/historySlide7: War Generation Silent Generation Baby Boomer GenX Millennium Tweeners 9/11 Generation War Generation Ages 81+: War Generation Ages 81+ Helpers Sacrifice “For the children” The Greatest Generation 6% of the U.S. population – approximately 18 millionWar Generation: Life Shaping Issues: Great Depression WWII Make it better for the children Work at the same job until retirement Everybody pulls their weight “It’s good enough for me” War GenerationWar Generation Messages: Save $$$ Give your children & grandchildren the experience of a lifetime Learn what made America great Help NY in time of need “You can help” Keep America strong War Generation MessagesSilent Generation Ages 63-80: Silent Generation Ages 63-80 Right vs. Wrong Resentful “I’ve earned it” Do the right thing 6% of U.S. population – 18.5 million Silent Generation: Silent Generation Life Shaping Issues: Take care of younger siblings Work hard Don’t waste – save money Look after parents Do your part – pull your own weight Silent Generation Messages: Silent Generation Messages You’ve earned it! The right choice A good investment A good value The trip of a lifetime Spend money….but wisely Boomers Ages 45-62: Boomers Ages 45-62 Me, me, me Forever young Choices/privileges “Spoil Me” 27% of the U.S. population (292,199,316 total U.S. population)Boomer Issues: Boomer Issues Kennedy/King The 60’s Vietnam War The U.S. as Superpower Stock market boom InheritanceSlide16: Special privileges Tailored for you No waiting Expensive, but you are worth it Bragging rights Forever young I just want to have fun “Just DO me” Boomer MessagesSlide17: Born 1961-1981 30% of U.S. population in 2003 (292,199,316 = U.S. pop.) 87 million Gen Xers Called “Gen X” because they have no unifying “cause” Generation X Ages 25-44Slide18: Generation X Ages 25-44 Suspicious Disenfranchised Non-confrontational Waste not Facts/family/fundamentalsSlide19: Nixon/Watergate Home alone Energy Crisis (late 70s) Hostages in Iran TV Show: Friends Save the planet $$$ does not = happiness Generation X IssuesSlide20: Generation X Messages Family time/reunions Value vacations How we take care of the planet Ethnic tourism Heritage tourism Learning vacations I want to feel good about the vacationSlide21: Travel Offers that Appeal to Generation X Family, friends, group trips “Plan your own reunion” Heritage tourism Cruises – one price deals Learning vacationsSlide22: How to Reach Generation X Internet – search engines E-mailers Public relations stories – 3rd party endorsement Travel Channel Direct Mail Trade Shows Coupons Newspaper travel section adsSlide23: Gen Y - Millennium “Deja boom” Ages 5–24 Born 1982 – 2000 Approximately 31% of U.S. population 88 million in 2003 Came of age at the MillenniumSlide24: Millennium Generation Gen Y or “Deja boom” Ages 5-24 Optimistic Strong Empowered Care for others Care for environment RealismSlide25: Gen Y Icons Xena Warrior Princess Sara HughesSlide26: Millennium Generation Issues Economy Healthy bodies Diversity (changing families) Desert Storm Bill Clinton Overcoming minority issues (gay rights, etc.) Care for environment 9/11 Prone to credit card debtSlide27: Travel Ideas for Gen Y Nature tourism Trips for parents & teens Adventure vacations Heritage tourism Unique travel Guided interpretation (See the world, but LEARN about it as well from an expert)Slide28: Millennium Generation Messages Challenge yourself “Just go online” Interactive Down time Recycle Learn a different culture Learn your world functions I want to have fun and feel good about my vacation choicesSlide29: How to Reach Gen Y Internet search engines Portals Links Support youth organizations Good causes Travel Channel Downloadable videoSlide30: Messages for “Tweeners” (9-13) See and do it all Parents AND Tweeners want their own time – think schedules like a Disney cruise Tailored programs Adventure/excitement PLUS “down time” A trip just for you and your friends – that your parents will approve of 9/11 Generation (2001 to present) : 9/11 Generation (2001 to present) 9/11 major issue shaping their lives Over protected Family closeness is critical – and will be their entire lives Not risk takers Conformers Personal safety critical – nothing “scary” Almost “Gen X” BUT with new influences Want a total immersion experience Want to control the experience9/11 Generation : 9/11 Generation Highly interactive Operate computers at age 3 Rubbermaid & IBM “Young Explorer” computers Demand to be entertained (in safety) - but with more personal involvement Blues Clues, Dora the Explorer, Bob the Builder 9/11 Generation : 9/11 Generation Messages must be directed at them, but not leave out parents Innovative, relevant – and let them control the experience Fantasy – “I want to be Cinderella” Dress up, makeup, the whole experience Less “do it all” – more “do it totally” Top Activities in Tourism: Top Activities in Tourism Shopping (33%) Outdoor (17%) Historical Sites/Museums (14%) Beaches (10%) Cultural Events/Festivals (10%) National/State Parks (10%) Theme/Amusement Parks (8%) Nightlife/Dancing (7%) Gambling (7%) Sports Event (6%) Golf/Tennis/Ski (4%) Top Activities Planned After Arrival: Top Activities Planned After Arrival Restaurant (48%) Shopping (45%) Museum or Exhibit (26%) Sightseeing Tour (24%) Movie (16%) Theme Park (15%) Religious Service (14%) Cultural (14%) Slide36: Walt Disney: “You don’t build it for yourself. You ask the customer, and you build it for them.” You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Gen Marketing 2006 Rebecca Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 157 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: March 19, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide1: Marketing Tourism to the Generational Groups The Good News: The Good News Leisure tourism is growing “I deserve it” 2006 should be outstanding The Bad News: The Bad News Too many choices No time to plan Different generation expectationsOverall Customer Wants: Overall Customer Wants Convenience Unique “packaged” experience Personalized service Off-season deals/extra valueLeisure Activities: Leisure Activities Shopping Entertainment Edu-tainment AdventureLeisure Activities: Leisure Activities Nature Fantasy Learning Heritage/historySlide7: War Generation Silent Generation Baby Boomer GenX Millennium Tweeners 9/11 Generation War Generation Ages 81+: War Generation Ages 81+ Helpers Sacrifice “For the children” The Greatest Generation 6% of the U.S. population – approximately 18 millionWar Generation: Life Shaping Issues: Great Depression WWII Make it better for the children Work at the same job until retirement Everybody pulls their weight “It’s good enough for me” War GenerationWar Generation Messages: Save $$$ Give your children & grandchildren the experience of a lifetime Learn what made America great Help NY in time of need “You can help” Keep America strong War Generation MessagesSilent Generation Ages 63-80: Silent Generation Ages 63-80 Right vs. Wrong Resentful “I’ve earned it” Do the right thing 6% of U.S. population – 18.5 million Silent Generation: Silent Generation Life Shaping Issues: Take care of younger siblings Work hard Don’t waste – save money Look after parents Do your part – pull your own weight Silent Generation Messages: Silent Generation Messages You’ve earned it! The right choice A good investment A good value The trip of a lifetime Spend money….but wisely Boomers Ages 45-62: Boomers Ages 45-62 Me, me, me Forever young Choices/privileges “Spoil Me” 27% of the U.S. population (292,199,316 total U.S. population)Boomer Issues: Boomer Issues Kennedy/King The 60’s Vietnam War The U.S. as Superpower Stock market boom InheritanceSlide16: Special privileges Tailored for you No waiting Expensive, but you are worth it Bragging rights Forever young I just want to have fun “Just DO me” Boomer MessagesSlide17: Born 1961-1981 30% of U.S. population in 2003 (292,199,316 = U.S. pop.) 87 million Gen Xers Called “Gen X” because they have no unifying “cause” Generation X Ages 25-44Slide18: Generation X Ages 25-44 Suspicious Disenfranchised Non-confrontational Waste not Facts/family/fundamentalsSlide19: Nixon/Watergate Home alone Energy Crisis (late 70s) Hostages in Iran TV Show: Friends Save the planet $$$ does not = happiness Generation X IssuesSlide20: Generation X Messages Family time/reunions Value vacations How we take care of the planet Ethnic tourism Heritage tourism Learning vacations I want to feel good about the vacationSlide21: Travel Offers that Appeal to Generation X Family, friends, group trips “Plan your own reunion” Heritage tourism Cruises – one price deals Learning vacationsSlide22: How to Reach Generation X Internet – search engines E-mailers Public relations stories – 3rd party endorsement Travel Channel Direct Mail Trade Shows Coupons Newspaper travel section adsSlide23: Gen Y - Millennium “Deja boom” Ages 5–24 Born 1982 – 2000 Approximately 31% of U.S. population 88 million in 2003 Came of age at the MillenniumSlide24: Millennium Generation Gen Y or “Deja boom” Ages 5-24 Optimistic Strong Empowered Care for others Care for environment RealismSlide25: Gen Y Icons Xena Warrior Princess Sara HughesSlide26: Millennium Generation Issues Economy Healthy bodies Diversity (changing families) Desert Storm Bill Clinton Overcoming minority issues (gay rights, etc.) Care for environment 9/11 Prone to credit card debtSlide27: Travel Ideas for Gen Y Nature tourism Trips for parents & teens Adventure vacations Heritage tourism Unique travel Guided interpretation (See the world, but LEARN about it as well from an expert)Slide28: Millennium Generation Messages Challenge yourself “Just go online” Interactive Down time Recycle Learn a different culture Learn your world functions I want to have fun and feel good about my vacation choicesSlide29: How to Reach Gen Y Internet search engines Portals Links Support youth organizations Good causes Travel Channel Downloadable videoSlide30: Messages for “Tweeners” (9-13) See and do it all Parents AND Tweeners want their own time – think schedules like a Disney cruise Tailored programs Adventure/excitement PLUS “down time” A trip just for you and your friends – that your parents will approve of 9/11 Generation (2001 to present) : 9/11 Generation (2001 to present) 9/11 major issue shaping their lives Over protected Family closeness is critical – and will be their entire lives Not risk takers Conformers Personal safety critical – nothing “scary” Almost “Gen X” BUT with new influences Want a total immersion experience Want to control the experience9/11 Generation : 9/11 Generation Highly interactive Operate computers at age 3 Rubbermaid & IBM “Young Explorer” computers Demand to be entertained (in safety) - but with more personal involvement Blues Clues, Dora the Explorer, Bob the Builder 9/11 Generation : 9/11 Generation Messages must be directed at them, but not leave out parents Innovative, relevant – and let them control the experience Fantasy – “I want to be Cinderella” Dress up, makeup, the whole experience Less “do it all” – more “do it totally” Top Activities in Tourism: Top Activities in Tourism Shopping (33%) Outdoor (17%) Historical Sites/Museums (14%) Beaches (10%) Cultural Events/Festivals (10%) National/State Parks (10%) Theme/Amusement Parks (8%) Nightlife/Dancing (7%) Gambling (7%) Sports Event (6%) Golf/Tennis/Ski (4%) Top Activities Planned After Arrival: Top Activities Planned After Arrival Restaurant (48%) Shopping (45%) Museum or Exhibit (26%) Sightseeing Tour (24%) Movie (16%) Theme Park (15%) Religious Service (14%) Cultural (14%) Slide36: Walt Disney: “You don’t build it for yourself. You ask the customer, and you build it for them.”