baby boomer marketing strategies
The Carnival Freedom will carry baby boomer singles to the eastern Caribbean in November 2013. Photo from Carnival.
Here’s a niche within a niche: a cruise not just for baby boomers, but for single baby boomers.
It makes sense, because while lots of cruises are filled with boomers, cruises — ever popular with couples, families and even groups of friends — can be difficult for single travelers.
Where does a single traveler sit at dinner? Where does a single traveler find a dance partner? Where does a single traveler find someone to just hang out with?
The problem may even be greater for travelers over 50.
To meet this need, Singles Cruise is sponsoring an eight-night “Baby Boomers Caribbean Adventure Singles Cruise” for singles born between 1946 and 1964, embarking November 16 from Ft. Lauderdale, Florida, aboard the Carnival Freedom.
The eastern Caribbean cruise will call at the islands of… Continue reading
In a previous post I wrote about “gramping” — grandparents camping with grandkids (but cheating a bit by bedding down in a lodge) — a name coined by an inn in Ohio.
A king-sized bed lures baby boomers in one of the “glamping” tents at the River Dance Lodge. Photo from River Dance Lodge.
Now comes “glamping” — a term that’s catching on as a clever contraction for “glamorous camping,” a combo that doesn’t always spring immediately to mind.
Glamping seems tailor-made for baby boomers, who may love the great outdoors but also tend to favor somewhat softer accommodations than, well, hard ground dotted with annoying pebbles.
Glamping, however, involves (at a minimum) tents with real beds inside — what’s not to like?
“Glamping” has been around for a while, though perhaps not by that name. The English used to go on African safaris in tents that… Continue reading
Starwood Hotels CEO Frits van Paasschen.
Starwood Hotels and Resorts CEO Frits van Paasschen, regarded as a visionary in the industry, has a fascinating take on what travelers will soon expect from their chosen lodgings (as recounted in this piece by Greg Oates in Skift.com).
“Today,” he recently told the hotel group’s annual sales pow wow in New Orleans, “a hotel brand can’t stand apart just by having a comfortable, reliable, clean room…that expectation today, driven by technology, is personalization.”
Van Paasschen gives the examples of Amazon.com and Facebook, who not only seem to know everything about their customers and users, they do know what their customers and users are looking for and like. (After all, we give them the information, and they know how to mine the data.)
“So how long will it be,” he asks, “before all of us expect a hotel brand where we spend… Continue reading
Jester the Weimaraner puppy and Instagram marketer overlooks the Queensland coast. Photo from Brisbane Times
From time to time I like to call attention to tourism bureaus and marketers using creative visuals to reach potential visitors.
A recent example is Bushmills in Northern Ireland painting faux people and animals on abandoned houses and shops to make it appear the town is more prosperous than it actually is. And with tourism increasing, it seems to be working.
Now Tourism Queensland (Australia) is using a six-month-old Weimaraner puppy named Jester to spearhead a new Instagram campaign intended to depict what life is like for typical Queenslanders.
Queensland residents are encouraged to send in their photos for Jester to post on Instagram between September 9 and 15. (Lacking opposable thumbs, Jester will be aided in this endeavor by regional photographer and a park ranger, but he will apparently be barking out his… Continue reading
If Niagara Falls is on your “bucket list,” Expedia may get you there. Photo from Niagara Falls State Park.
You may have seen the Expedia.com TV commercial in which a man stops random passersby, questions them about their dream trips and inquires, “If you were asked to drop everything right now, would you go?” and suggests that Expedia is ready to buy them a ticket and send them wherever they want — if they go now.
The ad is titled “Find Your Spontaneity,” a teaser for Expedia’s current “Trip A Day Giveaway” promotion.
Some say no, they just couldn’t do it today. But one man, whose dream is going to China, does agree to leave that night — and the next image we see is him standing on the Great Wall, not quite believing his good fortune.
The first thing that bothered me about this ad is that unless… Continue reading
Chinese tourists are arriving in big numbers. Photo from Reuters
If you start to see Chinese-style rice porridge appearing in your hotel’s breakfast buffet, don’t be surprised — it just means that hotels are catching on to the skyrocketing spending power of the sheer numbers of Chinese tourists now washing over American (and other) shores.
According to the United Nations World Tourism Organization, Chinese tourists spent more than $100 billion worldwide last year, up by more than third since 2011, during the course of some 83 million trips out of China. That’s more than any other nationality.
While the bulk of those statistics reflect travel within other parts of Asia, the U.S. is also seeing an influx of Chinese visitors — some 1.5 million of them in 2012, spending nearly $9 billion here. That’s an average of $6,000 spent per trip — also more than any other nationality.
The rise… Continue reading
I’ve long had an ambivalent feeling toward the reviews on TripAdvisor, the extremely successful user-driven website that provides readers’ takes on everything from hotels and restaurants to museums and travel activities.
TripAdvisor rules that newly renovated hotels should get a clean slate on reviews.
Like many baby boomers, I find the reviews can be extremely helpful in sorting out the travel-related chaff from the wheat — a long as I can first sort out the chaff from the wheat of the reviews themselves.
It’s not uncommon to come across restaurant reviews, for instance, that are the diametric opposites of each other:
“Ate at Luigi’s last night, and it was the greatest meal I’ve ever had — maybe the best that anyone has ever had! Love those meatballs!”
And, right below it: “Don’t listen to anyone who likes Luigi’s — this place is the worst! Worst food, worst service, and… Continue reading
New Zealand’s fabulous scenery makes it an inspiring place to hike. Photo by Clark Norton
Along with Switzerland, New Zealand is my favorite place to hike.
The “tracks,” as hiking trails are known there, lead along mountain ridges, lakes, and rivers and through valleys and rainforests. The scenery is, well, choose your cliche: spectacular, breathtaking, unforgettable.
Some of the tracks are relatively easy, while others can literally take your breath away.
A Kiwi-owned company, New Zealand Trails, makes it easy for baby boomers — about two-thirds of its customers are in the 49 to 67 boomer age range — to experience several of the tracks as well as other South Island highlights, such as a train journey across the Southern Alps, a glowworm cave, a kayak trip through a coastal lagoon, a scenic helicopter ride, a lake cruise, and a boat trip across Milford Sound.
Hiking trails include a… Continue reading
Downtown Bushmills — is it real or is it faux? Photo from theworld.org
Here’s a story I love.
As reported by eTurboNews, a travel industry news reporting service, the northern Ireland town of Bushmills is “faking prosperity” in an effort to draw more tourists.
Bushmills is best known as one of the temples of Irish whiskey, but it has fallen on hard times of late, resulting in a fair number of abandoned homes and shops and a drop-off in tourist visits. Besides its four-century-old tradition of whiskey making, Bushmills is a gateway to the Giants Causeway, a dramatic natural formation that resembles stepping stones leading into the sea.
So the town has called on “cosmetic enhancement,” as eTurboNews describes it, a facelift of sorts for a dozen or so boarded up buildings that had become a blight on Bushmills’ main street.
Known as the “Brighter Bushmills Project,” the enhancements… Continue reading
One of the big developments in cruising in the past few years is the rapid rise of river cruising, which has a big marketing advantage over ocean cruising among a certain segment of the population: namely, those who don’t like the idea of being out in the ocean on a big ship.
Emerald Waterways features an innovative “indoor balcony” in some cabins. Photo from Emerald Waterways.
Whether it’s fear of open water, fear of getting seasick, fear of overcrowding, or fear of being on a big ship if a crisis strikes at sea — such as some of the highly publicized events of the past year or two — a number of people just won’t consider taking a traditional ocean cruise. (No matter how much I or many other cruising advocates try to convince them otherwise.)
River cruising, on the other hand, enables you to stay close to land on… Continue reading
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