Travel Biz-Are You Thinking About Boomers?
Mary Bowling | 9 April 2008 |
Like it or not, the baby boomer generation really is the like the pig in the python – a huge mass inexorably moving through our society that cannot be ignored or denied. We have demanded attention and resources since our dads returned from World War II and started making babies like crazy and we will continue to dominate American society well into the 2040’s or 2050’s.
76 million American children were born between 1945 and 1964. The oldest Boomers, at 63, are rapidly approaching retirement age. Many are retiring early or are already working only part time. The youngest Boomers are about 44 and quite a few still have children living with them.
As a group, we are both powerful and affluent and exert immense influence on the worlds of politics and business. In our collective trip through time, our sheer numbers have affected everything along the way.
The Boomers travel more than any previous generation and will continue to do so. How are we affecting your travel or hospitality business now and how will we affect into the future? Here are some things I suggest you think about.
Website Usability
We are online and we are buying online, so make your website Boomer friendly. Consider its usability. Use font we can read without straining our eyes. Make your navigation intuitive and uncomplicated. Make your online booking process simple and forgiving. If your website frustrates us, we’ll just move on and buy from someone else.
Safety
Although we hate to admit it, the first wave of Boomers is feeling their age. We have aches and pains and malfunctioning parts. We know we take a long time to heal, so we’re more careful than we used to be. Give us easily-negotiated stairs with handrails and don’t forget to put safety rails in the showers. Keep your walkways clear of ice and snow. Light your public areas well. Remove hazards and make us feel physically safe and we’ll tell our friends.
Comfort
Boomers are a self-indulgent bunch. We’ve had our noses to the grindstone most of our lives and we don’t feel guilty about enjoying some of the rewards we felt we’ve earned. We want cushy, comfy beds and deep whirlpool tubs. Don’t scrimp with cheap toilet paper. Don’t give us scratchy towels. We’re the ones who’ll notice the frayed carpets and touch of mildew in the tub, so keep everything updated and sparkling clean. Make us feel pampered and we’ll be back.
Work Space
Most of us still work, so make it easy for us to work while we’re staying with you. Give us high speed wireless internet access. We prefer that we can at least perceive it as being free, even if it’s really not. Give us a useable desk, an ergonomic chair, a good light and plenty of electrical outlets – we have cell phones and PDAs and iPods that all need to be kept charged. (Bill Gates and Steve Jobs were both born in 1955.) Then, the next time our partner needs a getaway and we need to take care of business, we’ll know where to go to get both.
Peace and Quiet
Some boomers are empty nesters. We travel in ones and twos and want things relatively quiet and peaceful. Don’t put us on the same floor as the spring break crowd or the high school band on a field trip. Don’t give us the room overlooking the pool or above the lounge. We won’t be happy about it and we will tell others about the experience.
We are also the sandwich generation, with many of us taking care of both our kids and our parents. When we vacation, they often accompany us. Make your activities and facilities appealing to all the people we’re trying to keep happy and you’ll make us happy, too.
Perceptions
Even though we’re getting old – okay, some of us already are old – we don’t want to admit it or be treated that way. Be polite, but please don’t call me ma’am. Ask me if I want a bellman to take my bags up, not if I need one.
I know you have to deal with a lot of old farts - the folks who are grumpy and demanding all the time. I apologize in advance for their behavior. I hate it, too. But we’re not all like that any more than all young people are loud and rude.
Baby Boomers will exert an immense influence on the hospitality and travel industries for at least the next 20 years and those who best adapt to their needs and wants will reap the rewards of a generation of frequent and affluent travelers. If you plan for our comfort and satisfaction when we stay with you, we’ll be back, we’ll tell our friends and we may even write a couple of good reviews about you.
Upper photo from thinkpanama
Lower photo from docman
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April 11th, 2008 at 9:01 am
Well, the boomers could bring a lot. But also the >60 group here in Europe, rich & adventurous. Not to high demands, but not so PC geeky as the boomers.
All together, also an interesting group to target with in the travel area if you got the right tools & mindset.
June 30th, 2008 at 9:11 am
Running a motel we see a large cross section of travellers and the baby boomers are a large part of our market. The only unfortunate thing is that with the oil price so high…alot of them are no longer travelling and there is a definite downturn in business. So something to consider.