Understanding Your Visitor Generations of Travelers

How well do you understand your core visitor? Going beyond age and income, what do you know about them? Do they have a shared interest? Is there a consistency in their family unit (or lack of family) that make them stand out? Does it change with the seasons?

We know, and research confirms, that travelers are changing. There are significant shifts happening in the way they plan trips (business and leisure), as well as how often they travel, when they book, and how much they spend. In this blog, I will break down the top three generations (boomers, gen x, and millennials) to share with you a few insights that may just change the way you are advertising your destination or attraction.

Boomers are still the wealthiest generation

According to aarp, they make up 40% of the consumer population. They are also very intentional about their spending and tend to research decisions heavily before committing. While they may be a little late to the “digital” party, they are quickly  telemarketing list converting to online sources to research and book. But, if this is your core audience, don’t rush to invest in developing apps to enhance their experience. Only 20% rely on mobile and they are not likely to download or use a mobile app.

Whiles studies show that this generation will start traveling less (they are more dependent on retirement only income and many lost big when the stock markets crashed), they are still traveling. They are being more selective of how long and where they go, and will respond to offers, promotions, and discounts. Often, their trips will last a week or longer and include some type of sightseeing or tour.

This generation likes content

And a lot of it. They will read your blogs, read social media comments and look for your reviews. While they gravitate toward news and political content, they also like short videos and inspiring images.

Media traditionalists, this generation IG Users rely on television and read magazine loyally. Desktop and laptop computers are still their favorite access point to the world wide web. To bridge the gap between their online and offline experience, build materials and a website that are simple, clean, easy to navigate. Keep the online experience friendly to your non-tech savvy guests. If you’re not sure, ask your dad (or grandpa) to do something on your site and see if he can figure it out in 3 steps or less. If nothing else, it will be an exercise in patience.

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