"Waiting For the Big Boom"

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Marketing Opportunities and Travel Trends of teh Baby Boomer Generation

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"Waiting For the Big Boom"

  1. 1. “WAITING FOR THE BIG BOOM?<br />Marketing Opportunities and Travel Trends of the Baby Boomer Generation.”<br />Julie Payne, CTP, CTISDirector of Tourism Development<br />May 29, 2008<br />
  2. 2. Waiting for the Big Boom?<br />The Time is Now!<br /> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  3. 3. BABY BOOMERS<br /><ul><li>Born from 1946-1964
  4. 4. 78 million people
  5. 5. Technological Advancements
  6. 6. 1958 – NASA was established
  7. 7. 1968 – Apollo 11 – Moon Landing
  8. 8. 1971 – Intel produced 4004 – The world’s first commercial microprocessor
  9. 9. Today’s Boomer
  10. 10. 44+ years young
  11. 11. 54% use internet, up from 30% 5 years ago</li></ul> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  12. 12. BABY BOOMERS STATISTICS<br />What’s In Their Heads ???<br />Finance<br /><ul><li>Account for over $2 trillion in income
  13. 13. Own over 70% of the financial assets in America
  14. 14. 80% of wealth in financial institutions
  15. 15. Represent 40 million credit card users</li></ul>Automotive<br /><ul><li>Purchase 41% of all new cars, totaling more than $60 billion
  16. 16. Purchase 48% of all luxury cars</li></ul>Fitness/Exercise & Health<br /><ul><li>16 million exercise at least 3 times/week
  17. 17. Gym memberships have increased 119%
  18. 18. Even though boomers are more fit and active, there are 56 million living with heart disease, 40 million with arthritis, 28 million with osteoporosis and 14 million with diabetes. </li></ul>Housing<br /><ul><li>Over 79% own their own homes
  19. 19. 67% are mortgage free</li></ul> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  20. 20. TRAVEL STATISTICS<br />Stats:<br /><ul><li> Represent 80% of all luxury travel.
  21. 21. Spend 74% more on a typical vacation
  22. 22. Account for 65% of all cruise trips.
  23. 23. Average 4.8 nights per trip compared to 3.9 nights for travelers overall.</li></ul> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  24. 24. TRAVEL TRENDS<br />Travel is considered a necessity, not a luxury<br />Boomers have traveled more than their parents.<br />Youthful spirit, forever young<br />Fun is ultimate goal.<br />Boomers want immediate gratification.<br />6) Boomers are not passive<br />7) Unique trips, created for them. U PICK TOURS<br />8) Creature Comforts are important<br />9) Luxury, expertise and convenience are expected and will be paid for.<br />10) Boomers like to be with people similar to themselves<br /> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  25. 25. MARKETING OPPORTUNITIES<br />How to get on board ???<br />Overall Media Use<br /><ul><li>Boomers are spending less time reading</li></ul> books, watching movies and reading<br /> newspapers than 6 months ago.<br /><ul><li>Cell Phone and Computer Usage have increased</li></ul>Best Boomer Advertising Media<br /><ul><li>Radio Advertising – Satellite & Local
  26. 26. Magazines
  27. 27. Internet Marketing/Email Marketing
  28. 28. Television</li></ul> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  29. 29. MEDIA USE VS 6 MONTHS AGO<br />Sample 2588 Adults 43-61<br /> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  30. 30. TOP 10 TRAVEL DESTINATION & ACCOMMODATION WEBSITES<br />March, 2008<br /> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  31. 31. Think Outside of the Box<br /> Summit Marketing & Communications Group <br /> (717) 901-2953<br />Create, Communicate, Connect<br />
  32. 32. Bring on the Boom!<br />Thank you for your time today! Go Get those Boomers!<br />Julie Payne, CTP, CTIS<br />Summit Marketing &Communications Group<br />(717) 901-2953<br />
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