The “forgotten generation” is in it’s prime! Stuck between the wealthy boomers and decisive millennials, gen xer’s value trust and transparency. The good news – if you win their loyalty you will have it for life.
This generation is also at the height of their career, so time and efficiency are key. Their trips will be less frequent, and shorter in duration, but will be filled with experiences and making memories. They will take frequent mini-vacations consisting of 3-4 days in place of an extended vacation.
While planning their vacation
This generation will rely on their laptop more heavily than a handheld device, but that trend is slowly shifting. They are almost 2x as likely to use a mobile device over the boomer generation. They will often spend time planning in the late evenings (after work and the kids are in bed). While they also frequent blogs, social content, and comments, they are also likely to download white papers and other content. Most will read reviews on trip advisor or other ota’s before booking.
Gen x is the prime audience for email telemarketing list providers communication, as this is their preference to other forms (text, direct mail, phone). A good strategy for reaching this group includes a combination of paid search, email, direct mail, social media, and youtube.
Also note, that while they are at their prime earning years, they also have more debt than any previous generation, making them a cautious spender with demands for honesty. Don’t try to be someone you are not; authenticity will win the day.
While many travel planners will overlook this generation when identifying target markets
Millennials families are the only group that is expected to increase their travel frequency and spend.
And they are just getting started! Forbes announced that by the end of 2018, this generation will have more spending power than the boomers and gen x. Yes – you heard that right. Additionally, they estimate that this group will take as many as seven trips annually – mostly long weekends and shorter durations. Ready to rethink your target audience?
Then you also need to rethink your IG Users media mix. They are a mobile-first generation. They will spend half the amount of time watching tv as their parents do, and spend significantly more time online (consuming content, watching videos, social media). Additionally, the millennial traveler is less price conscious and more driven by peers and social trends than their parents and grandparents. In fact, the majority will purchase an experienced that they feel is personalized, regardless of the price. Airbnb backed up this claim saying their study showed that 75% of millennials would prefer paying for an experience over a product.
To engage with this group, use a heavy mix of paid search, and social media, along with a smattering of mobile display, content, and building up your reviews. Just be prepared by ensuring your mobile site is intuitive and user-friendly.
