marketing baby boomer travel
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
On a recent trip to Europe, I carried a 3-ounce travel-size tube of toothpaste from Tom’s of Maine — a size that’s OK with the TSA to get through their “liquids” screening process at the airport. (“OK With the TSA” — a possible slogan?)
Tom’s of Maine toothpaste in the “grab-and-go” three-ounce travel size. Photo by Clark Norton
The Tom’s had a nice “fresh mint” taste for freshening breath; it’s said to whiten teeth “naturally,” to contain no artificial ingredients, dyes, preservatives or sweeteners, and to help remove plaque with regular brushing; it’s made with no animal testing; and the 40-year-old company gives 10 percent of profits back to the community to promote “human and environmental goodness,” always a hit with baby boomer travelers.
(Actually, it never occurred to me that toothpaste might be tested on animals — canine canines? monkey molars? chimp incisors? — but maybe that’s a subject… Continue reading
We had out-of-town guests over the weekend, and one recurring topic of conversation was how much we all like shopping at Costco.
Costco draws baby boomer travelers and other customers primarily through word-of-mouth advertising
For instance, when they mentioned they needed new luggage for an upcoming cruise, I suggested looking at Costco, because that’s where we’ve been buying luggage for years — great quality at half the price or less. They quickly agreed to check it out.
While I wasn’t getting a commission (and am not for anything I write here today), that was a classic example of word-of-mouth advertising. And it didn’t cost Costco a cent.
Then today I came upon this fascinating piece in The Huffington Post about “Ten Cult Brands So Popular They Don’t Need to Advertise.”
One of them is Costco.
According to Jillian Berman, who wrote the piece, Costco does use social media to reach… Continue reading
Jeff Bezos of amazon.com has committed $250 million to buying The Washington Post
The recent news that Amazon founder Jeff Bezos is buying The Washington Post left a lot of people scratching their heads.
Why would one of the most successful leaders of online commerce invest in a “dying” industry like newspapers?
There’s a short answer to this: to paraphrase Mark Twain, the death of newspapers has been greatly exaggerated.
I don’t say this just as someone who has written travel pieces for a good number of newspapers over the years — including The Washington Post — and to some extent still do. Or as someone who cut his journalistic teeth in newsrooms from Ann Arbor to Long Island to Miami. Or as someone who still reads newspapers myself.
I also acknowledge that much of my current work is done in the digital realm, including this blog.
But then, much… Continue reading
Will boomers stop traveling to courses like Turnberry in Scotland? Unlikely.
An old friend who I used to play golf with in school sent me a newsletter item from the National Golf Foundation (NGF) that questioned whether or not baby boomers would go bust in retirement — and, as one result, not be able to afford to play golf as much as retirees usually do.
According to the NGF, about 10 percent of boomers (aged 49 to 67) play golf, about one-third of all golfers in the U.S.
Typically, the NGF notes, retirees play more and more golf the older they get, until they’re too elderly to swing a club anymore. And the fact that boomer retirees 65+ will almost double the number of current retirees — there being 76 million of us, after all — means that golf should be looking at a, well, green future for the next… Continue reading
Marinas like this one in Mallorca, Spain, may provide baby boomer renters with chances to go for a spin. Photo by Clark Norton
For several years now we’ve been able to share cars and bicycles (especially in cities) — enabling people who don’t actually own a car or bike to rent or use one for part of a day — and now we’ve entered the era of boat sharing.
We’re talking everything from kayaks to catamarans to fully crewed yachts, in more than 60 countries around the world.
This is one of those great ideas I wonder why I didn’t think of it myself. The folks at GetMyBoat did — they launched their service in March — and more power to them.
Some 92 percent of boats are sitting idle in marinas around the world at any one time; why not create a system so others can rent them… Continue reading
Today I received a disheartening email from the director of the Cyprus Tourism Organization office in New York City.
The CTO is permanently closing the office as an apparent money-saving measure.
Cyprus, an island nation in the eastern Mediterranean, is closing its New York tourist office.
The Republic of Cyprus, like Greece and some other southern European countries, has been undergoing fiscal crisis of late, and I’m sure that keeping a New York office in operation has proved expensive.
Still, this action seems incredibly short-sighted to me.
Cyprus is one of the most alluring countries to visit in all of Europe, but I think it’s safe to say that it’s off the beaten track and overlooked by most Americans.
The island is a popular sun-and-sea escape for northern Europeans, but there’s much more to see and do there than beach life.
It has an amazing history, occupying a… Continue reading
Walking the World group — all aged 50-plus — hikes in Ireland. Photo from Walking the World
In a previous post I talked about Walking the World, an adventure tour company headed by veteran guide Ward Luthi, which caters just to travelers age 50 and up and specializes in walking and hiking trips in Europe, Asia, Latin America and beyond.
Luthi — who has met challenges as an Outward Bound instructor and successful tour company owner since 1987 — is now taking on new ones: giving back to local people around the world — particularly to those in Central America — who, as he puts it, “have given so much to me and my fellow travelers.”
Giving back is one of three pillars of Walking the World’s motto: “Get Up — Go Wild — Give Back.”
“Get Up” essentially means getting off the couch or up from… Continue reading
Back in the 1980s, Ward Luthi — an experienced Outward Bound instructor and adventure tour guide — served on the President’s Commission on Americans Outdoors. The commission, he says, found that “active outdoor travel was rated one of the top three goals of older adults.”
Walking the World trips are limited to those aged 50-plus — who are mostly baby boomers. Photo from Walking the World.
Based on the commission’s findings, Luthi in 1987 founded Walking the World, which he says was the first company to offer active outdoor adventures just for those aged 50 and above in the U.S.
It was a prescient move, because with almost all the 76 million U.S. baby boomers — the most active generation of older travelers ever — now reaching 50-plus (the youngest boomers are 49), Luthi’s target market is growing exponentially.
I’ll be talking more about Walking the World tomorrow and… Continue reading
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