Be prepared to SENIOR TRAVEL challenge and shift your thinking as we smash MYTHBUSTERS commonly held seniors travel myths 1
So what are they good for? 2
SO WHAT ARE THEY GOOD FOR? • They are the tourism industry’s guardian angels, they will look after you if you look after them • Filling low / shoulder season • Most don’t want to travel in peak season (unless with family) • Want to equally travel around Australia and overseas • so no ‘luxury escapes effect’, they are coming anyway • Open to deals, available to your marketing and advertising….there for the taking if you target correctly • Accessible with a willingness to buy 3
MYTH #1 SCARED / OUT OF TOUCH WITH TECHNOLOGY • This used to be true of the silent generations (now in their 70’s and 80’s) who slipped into retirement before PCs made it to the workplace • When computers first arrived in workplaces, baby boomers had to learn to use them. • Very comfortable using technology, mobiles, tablets • Youtube ads – they actually watch your videos • Massive mobile usage in destination . 4
Technology • Overwhelmingly see technology as having a positive impact on their lives. • They tend to be open-minded individuals, always connected and more than happy to spend • In the US, Boomers spend more time (and money) on technology than any other generation, likewise representing some of the savviest ecommerce customers. • In fact, 70% of boomers report making at least one purchase from Amazon monthly. 5 http://blog.hellosocial.com.au/blog/marketing-to-baby-boomers-on-social-media, https://www.aol.com/article/finance/2017/02/13/baby-boomers-love-these-5-brands/21712910/, Synchrony Financial
MYTH #2 THEY DON’T USE THE INTERNET MUCH FOR TRAVEL RESEARCH • This sector is perhaps the most sophisticated and heaviest online travel researchers I have seen. Implications • Massive implications for customer journey marketing • User experience • Content marketing • Same, same content won’t cut it. New news, interesting content. 6
Internet search for travel “I tend to research very thoroughly. I would spend days spread out over weeks. It becomes a mission and I lock down quite specific details . I also like to plan options in case things don't work out as originally planned from my desktop” “Lots of time in the lead up to a holiday, it's sort of foreplay. (Sorry)” “100s and 1000s of hours!. I'm afraid I am a frustrated travel agent with a penchant for finding the best authentic deal.” 7
8 “I've gone from Lonely planet guide books in the 80s to now with mobile data. It's become easier to access more affordable data so I'm on the mobile all the time. Mostly it's Google maps as I've usually researched everything before I've left. I've also used Google translate a little. If it's a city I usually pop onto It can also get heavy the time our website to see what's happening, eg exhibitions, in destination as smaller theatres , local events. I use lots of apps for getting travellers take of around on public transport, taxis and Uber or the countries armed with an array equivalent of uber also to find share bike racks, and often my of devices… hotel! And finally I had the mobile to find people in my group and to meet independent tour guides”.
It can also get heavy in destination as travellers take off armed with an array of devices… “I take my laptop rather than a mobile phone with me, ask locals for advice, and keep my eyes peeled for anything that tickles my fancy. I also google restaurants to see what's looking good. Other than that I sometimes just follow my nose” “…mainly the internet as I think it can be less biased. I will look up info on my phone or laptop for a whole range of things such as maps, opening/closing times, taxi, train or bus. I use hotel guest services from staff” “I use TripAdvisor on both my phone and iPad for tourist information and restaurant reviews ” “Mobile phone and an iPad, so I opted to buy a local sim for my device to do search on arrival and to access transport apps etc. I find my mobile and iPad the best as not too bulky and are great for photos and my social reviews on TripAdvisor or IG and FB as I travel we go and make up an itinerary. We use our phone to navigate to walking and driving destinations. “ 9
MYTH #3 THEY DON’T BOOK OR PAY ONLINE • The over 55 market is not only heavy researchers of travel online, they are booking more online than this researcher has ever seen before • As they become more confident • They have the time to research heavily • As the group feel empowered, in control and confident in their online savvy 10
11 • Virtually no barriers to paying for large travel purchases online via credit card or paypal • When they didn’t pay online, it was usually because they booked bits or all of it with an agent • Highly knowledgeable and sophisticated online shoppers Online who were willing to make big ticket purchases such as travel payments • As they become more empowered with the knowledge, more aware of scams and more confident in the supplier • Favour ‘reputable’ brands and understand that booking direct with a supplier allows for easier access to change
Book and pay online “I always pay on credit card and if there is a Paypal option, I will use that every time, as it is safer and you don’t get charged the conversion fee” “I use different cards” “ I use Paypal as it is more secure and I want to avoid skimming” “I have a separate card for travel and just top it up when I need to” 12
MORE SECURITY SAVVY THAN YOUNGER GENERATONS “Sometimes I'll google the latest tourist scams in that city so I'm aware of what is going on. As scams change all the time I just want to be up to date on that kind of stuff. I'll also google the price for taxi so I don't get ripped of” 13 https://www.businessinsider.com.au/theres-one-crucial-area-where-baby-boomers-are-way-more-tech-savvy-than-millennials-2016-8
MYTH #4 LIKE TO BOOK WITH TRAVEL AGENT • Shift in behaviour – they are more likely now than in the past to do their own researching, planning, booking • Confidence increases with hundreds of hours of research • When they do use a travel agent, it is preceded with many hours of own research on the internet • Travel agents used when: • Friend or relative a travel agent • Push closer to the silent generation • Have used the same agent for many years • Complex itineraries • Large groups such as intergenerational travel 14
15 “Booking travel has changed since i booked my first trip in 1984. EVERYTHING was done through a High Street Travel agent / using a Travel Company brochure. You put all your trust in them too as you had no real way of knowing where they will send you would be any good, and unless the travel agent had been there themselves they probably didn't know either so you would have to trust the Brochure of the Travel Company. This travel was usually a Package Deal too, all inclusive. Other times I just jumped on a plane somewhere and worked out the rest when I arrived. Travel agents The plus side of the above was it was a one stop shop with a dedicated travel agent, and they did all the hard work. are at risk Now I do everything myself via the Internet, the plus side of this is obvious, the downside is you have to do all the work and you might get it wrong! On saying the above I would definitely use a travel agent again in the future, if I traveled a lot more than I do currently (I am not travelling much at the moment) I usually book everything separately. Flights I usually choose a reputable airline like Qantas and book direct. Hotel I will usually book direct or through a reputable 3rd party like Booking.com”
MYTH #5 THEY ARE NOT ETHICAL TRAVELERS • “I try to find 'fair trade' activities - those that will benefit the local community. I search 'ethical travel', NGOs” • Tend to be single women (but not always) • Concern about future generations 16
MYTH #6 WANT TO TICK OF MAIN BUCKET LIST SITES • It’s all about locals , getting to know the locals. These provide the best and most memorable experiences • Culture and heritage • Domestic and International travel • Looking for a variety of experiences 17
The locals and immersion “I love stumbling into something new, exciting and enjoyable. We have great cities in Australia but getting off the beaten track can be one of the most rewarding things you can do. All those hidden gems that you pass along the way remain untouched if they are not on your direct route. There is great joy in experiencing this. Locals have pride in their communities and what the can offer you and meeting interesting people who share their lives and stories with you is what memories are made of. I like unique experiences and go out of my way to discover what is on offer where ever I go’ “We recently drove up to the Mt Isa Rodeo as it always attracted my attention, as an iconic Australian event, surprisingly it was the towns we visited on the way that we really enjoyed. Rural towns across the country and trying to reinvent themselves to attract people to visit them and I am keen to visit as we can learn so much more about our great country by learning about the people and what it is they do…” 18
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