Plane Conversations

There are 77 million of them and, according to an online article on Barron’s website, Baby Boomers are being ignored by marketers.  What’s more, they are being ignored when they are the group who has driven 45% of all consumer spending for the last 60 years.  In the next few years, it is estimated that the number will grow to 52%.

So who are the marketers going after?  They favor the 18- to 49-year-olds, as they are the age group who are forming opinions, forming families, and are making major purchases like homes, cars, etc.  However, they are not the age group with their wallets out ready to spend.  Look at most advertising done today; it is aimed at the younger, hip crowd, in spite of the fact that over half of spending comes from the 45 to 63 year olds.   And this trend is expected to continue for the next 20 years, Barron’s says.

So what about the traveler?  Do we, in the aviation industry, target the Baby Boomers or Gen Xers?  Do we even know?

Travel Marketing Decisions interviewed a series of experts to gather insight into this enormous and potentially lucrative segment.  Below are some truths about Baby Boomers and the marketing implications for the travel industry.

1. Boomers consider travel a necessity, not a luxury. This is good news for the industry on two counts. First, the sheer number of boomers traveling will cause business to grow. Second, since travel is a necessity, Boomers engage in it no matter how scarce their time or money. Their travel behavior, therefore, is less dependent on life stage or the economy.

2. Boomers have traveled more than their predecessors. While their parents first visited Europe when they retired, Boomers criss-crossed the Continent as students.  They’re already seasoned travelers, and know what they like and don’t like.  They also seek out more in-depth ways of experiencing familiar places. 

3. Boomers want to have fun.  It’s not surprising that adult teenagers put a premium on having a good time. Although fun, like beauty, is in the eye of the beholder, Courtney Day, of a New Jersey research and marketing firm, said companionship, stimulation and the cultural/social experience make travel fun for Boomers. She added, “Part of the enjoyment of the experience is knowing it’s unique - that’s part of the rush.”

4. Boomers demand immediate gratification. Unlike their Depression-era parents, Boomers grew up in times of plenty. Easy gratification bred a desire for still more and quicker rewards. As a result, Boomers don’t wait to take the trips they want.  If they don’t have the money, they just use plastic.

5. Boomers are not passive. They want a measure of control in designing their travel experience, and, once on the road, they want to choose their activities. “If you tell them they’re going to do A, B and C, they might want to do E or F,” noted editor Malott. The challenge for travel marketers is to make it clear their product offers plenty of options.

6. Boomers think they are special. Having always been a force to be reckoned with, they are very demanding consumers.  Whether they go budget or luxury, Boomers tend to want the best.

7. Boomers like creature comforts. This fact, according to Malott, actually keeps Boomers from booking the exotic locales they profess to like. Day puts a slightly different spin on the issue. “A tent is OK,” she said, “but it better have a great view and great food. Even if you’re in the wilderness, luxury is being served a delicious meal without having to lift a finger.”

8. Boomers are time deprived. To get relief from their stressful schedules, Boomers vacation where they can do absolutely nothing but be pampered. Or they may go to the opposite extreme, choosing adventures that are physically or mentally challenging – or both.  When booking travel, Boomers also need time-saving devices.  They like 800 numbers, the Internet, videos and virtual reality because they offer convenience and interactivity.  Internet use is so common among Mature Traveler readers, editor Malott automatically lists website addresses along with phone numbers. Day pointed out that Boomers use the Internet more for information gathering than booking. “It’s human nature to want to feel connected to what you’re about to sign up for,” she said. However, she added, Boomers also like the freedom of not involving other people when they are exploring a subject. Their attitude is, “When I’ve decided, I’ll initiate the next move.”

9. Boomers will pay for luxury, expertise and convenience. ATM fees, nannies and bottled water prove Boomers are willing to pay for what they want.

Seems to me Baby Boomers are the perfect customer for the private aviation industry.  So how do we reach them?  We should concentrate on adding value to the process of buying experiences.  So…a Citation XLS or a Lear 45?