Travel, many would probably agree, just isn’t what it used to be. I remember the days when getting on a plane was so special that people actually dressed up for the flight. Today, we stumble around barefoot through security, hoping the guards won’t usurp our inconspicuous tube of “3.5-plus ounce” toothpaste, and pray that we don’t end up sitting on the tarmac for eight hours collectively demanding liquor by the end, when the pilot informs us that, sorry folks, it’s back to the airport we go.
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However, those who manage hotels and resorts could look at all of this as an enormous opportunity. Firstly, despite such travel challenges, there is a healthy travel and leisure market. The baby boomer female loves to travel, making 80 percent of all family travel decisions and generating more travel than any other group in the United States. And secondly, after her wild, I-can’t-believe-we-made-it-here journey, she’ll be that much more enthused about and attentive to her luxury destination.
Ed Kinney, who oversees public relations for the Marriott Vacation Club International and other leading resorts, provides good insight about capturing the traveling boomer woman. Successful marketers recognize the importance of family to the boomer and heavily target the “Grand Boomers,” those baby boomers who aren’t necessarily retired, who want to share the Marriott vacation experience with their adult children and grandchildren. One way Marriott does this is by offering Grand Boomers timeshares and positioning them as places where Boomers can spend quality time with their families. Marriott also uses the Internet to capitalize on sales. According to Kinney, they’ve seen their sales jump from $650,000 to $6 million a month in online sales in just a few years.
The traveling baby boomer may like the Four Seasons, she may love the Ritz…but rest assured, she’s always curious about new resort options—especially those that reach her online and promise “R&R” for the whole family. For that, she’ll gladly make any trip.
Amanda Sobanet