Is your travel marketing ignoring 40 million Baby Boomers?

Most leisure marketing doesn’t target this prosperous demographic.

A recent Nielsen report uncovered a flaw in pursuing the coveted 18-49 demographic:  It leaves out more than half of all Baby Boomers.

For years, CMOs of many travel brands have focused on the 18-49 demographic.

The Nielsen Company recently published a report that questions the conventional wisdom of this practice.

The report, titled Why Marketers Can’t Afford to Ignore Baby Boomers points out that Baby Boomers (people born between 1945-1964) are defying widely held beliefs among leisure marketers.

Why leisure marketing focuses on Millennials and Gen X.

For years many marketers have believed that older Americans:

  • Did not spend as much as other demographics.
  • Were afraid of technology.
  • Didn’t adapt well to new products.

And ad spending reflected those beliefs. Ad Age recently reported that less than 5% of American advertising targets Baby Boomers 50-64.

Baby Boomers are a different breed of aging consumer than previous generations.

The Nielsen report challenges those widely held beliefs, finding that Baby Boomers:

  • Are more affluent than previous generations of aging Americans.
  • Adapt to new technology willingly.
  • Are the largest single group of American consumers.
  • Comprise 1/3rd of all TV viewers, online users and social media users.
  • Are more likely to have broadband internet access at home.
  • Account for 38% of all dollars pent on toothpaste, laundry and other packaged goods.
  • More than half of all Boomers are ignored entirely by most marketing.

Baby Boomers may be a more important demographic than Gen X or Millennials.

After all, they have more disposable income, fewer kids at home to spend it on, and more time to spend on leisure activities.

How should you adjust your travel marketing?

  • Start by finding out  what percentage of your current customer base are Baby Boomers.
  • Survey your social media fans to find out how many Boomers would be interested in purchasing your products.
  • Develop marketing programs specifically to Baby Boomers.
  • Adjust your media spending to shed younger Millennials with little discretionary dollars in favor of younger Boomers with lots of extra time and money.

One Response to Is your travel marketing ignoring 40 million Baby Boomers?

  1. […] You can read more about Baby Boomers in another recent 5 to 9 post: Is your leisure marketing ignoring 40 million Baby Boomers? […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: