Selling Travel to Different Generations

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Selling Travel to Different Generations

  1. 1. Selling Travel to Different Generations Presented by: Sherrie & Charlie Funk Owners, Just Cruisin’ Plus
  2. 2. Pearl Harbor or Pearl Jam? Earrings or Noserings?
  3. 3. Each generation identifies itself with unique cultural images
  4. 4. Each generation identifies itself with unique cultural images
  5. 5. Each generation identifies itself with unique cultural images
  6. 6. Each generation identifies itself with unique cultural images
  7. 7. Each generation identifies itself with unique cultural images
  8. 8. Each generation identifies itself with unique cultural images
  9. 9. Each generation identifies itself with unique cultural images
  10. 10. Each generation identifies itself with unique cultural images
  11. 11. Each generation identifies itself with unique cultural images
  12. 12. Four Generations: One Opportunity
  13. 13. Four Generations: One Opportunity• Matures (Silent Generation/Veterans)
  14. 14. Four Generations: One Opportunity• Matures (Silent Generation/Veterans) – Born between 1909 and 1945
  15. 15. Four Generations: One Opportunity• Matures (Silent Generation/Veterans) – Born between 1909 and 1945 – 26% of U.S. population
  16. 16. Four Generations: One Opportunity• Matures (Silent Generation/Veterans) – Born between 1909 and 1945 – 26% of U.S. population – Include depression-era kids and war babies
  17. 17. Four Generations: One Opportunity• Baby Boomers
  18. 18. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964
  19. 19. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964 – Largest group at 78 million
  20. 20. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964 – Largest group at 78 million – 30% of the population
  21. 21. Four Generations: One Opportunity• Generation X (Baby Busters)
  22. 22. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980
  23. 23. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980 – Fewer of them busting the growth curve
  24. 24. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980 – Fewer of them busting the growth curve • Roe v Wade
  25. 25. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980 – Fewer of them busting the growth curve • Roe v Wade – 45 million strong
  26. 26. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980 – Fewer of them busting the growth curve • Roe v Wade – 45 million strong – 17% of the population
  27. 27. Four Generations: One Opportunity• Generation Y (Millennials/Internet)
  28. 28. Four Generations: One Opportunity• Generation Y (Millennials/Internet) – Born 1981 and onward
  29. 29. Knowing Your Customer
  30. 30. Knowing Your Customer• Has taken on a greater meaning
  31. 31. Knowing Your Customer• Has taken on a greater meaning• Today you will learn:
  32. 32. Knowing Your Customer• Has taken on a greater meaning• Today you will learn: – Characteristics of each generation
  33. 33. Knowing Your Customer• Has taken on a greater meaning• Today you will learn: – Characteristics of each generation – How they buy
  34. 34. Knowing Your Customer• Has taken on a greater meaning• Today you will learn: – Characteristics of each generation – How they buy – How to sell to them
  35. 35. Key Generational Characteristics
  36. 36. Matures(Silent Generation/Veterans)
  37. 37. Matures (Silent Generation/Veterans)• Ages 67 and older
  38. 38. Matures (Silent Generation/Veterans)• Ages 67 and older• Led the way toward social change
  39. 39. Matures (Silent Generation/Veterans)• Ages 67 and older• Led the way toward social change• Have retired or are now retiring
  40. 40. Matures (Silent Generation/Veterans)• Ages 67 and older• Led the way toward social change• Have retired or are now retiring• Grew up in tough times
  41. 41. Matures (Silent Generation/Veterans)• Greatest Generation
  42. 42. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing
  43. 43. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority
  44. 44. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority• Dislikes waste
  45. 45. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority• Dislikes waste• Digital Immigrants
  46. 46. Matures (Silent Generation/Veterans• Defining Events – The Great Depression
  47. 47. Matures (Silent Generation/Veterans• Defining Events – World War II
  48. 48. Matures (Silent Generation/Veterans• Defining Events – Suburbanization
  49. 49. Matures (Silent Generation/Veterans• Defining Events – Elvis Presley
  50. 50. Matures (Silent Generation/Veterans• Defining Events – The Beat Movement
  51. 51. Matures (Silent Generation/Veterans• Defining Events – The Korean War
  52. 52. Matures (Silent Generation/Veterans• Defining Events – The Atom Bomb
  53. 53. Matures (Silent Generation/Veterans• Defining Events – The GI Bill
  54. 54. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval
  55. 55. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II
  56. 56. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II – Korean War
  57. 57. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II – Korean War – Vietnam
  58. 58. Matures (Silent Generation/Veterans)• May not have fought in the Great Wars, but certainly suffered through them
  59. 59. Matures (Silent Generation/Veterans)• May not have fought in the Great Wars, but certainly suffered through them – As a result, came to value family and security above all else
  60. 60. Matures (Silent Generation/Veterans)• Been officially labeled the generation of the “withdrawn, cautious, unimaginative, indifferent, unadventurous and silent.”
  61. 61. Matures (Silent Generation/Veterans)• Generational Campaigns
  62. 62. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels
  63. 63. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels – Chevrolet (It Speaks Youth’s Language)
  64. 64. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels – Chevrolet (It Speaks Youth’s Language) – Scripto pens (For the Grad Who’s Going Places)
  65. 65. Matures (Silent Generation/Veterans)• Core Values
  66. 66. Matures (Silent Generation/Veterans)• Core Values – Everyone should adhere and conform to the same rules, regulations and policies
  67. 67. Matures (Silent Generation/Veterans)• Core Values – Everyone should adhere and conform to the same rules, regulations and policies – Those who are older or individuals who are in a position of authority automatically deserve respect
  68. 68. Matures (Silent Generation/Veterans)• Core Values – Everyone should adhere and conform to the same rules, regulations and policies – Those who are older or individuals who are in a position of authority automatically deserve respect – The bigger and more grand the better
  69. 69. Baby Boomers
  70. 70. Baby Boomers• Ages 48-66
  71. 71. Baby Boomers• Ages 48-66• Most populous and influential of all
  72. 72. Baby Boomers• Ages 48-66• Most populous and influential of all• Born to post WWI prosperity when the economy expanded rapidly
  73. 73. Baby Boomers• Workaholics
  74. 74. Baby Boomers• Workaholics – Work is more important than homelife
  75. 75. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit
  76. 76. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic
  77. 77. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic• Dislikes laziness
  78. 78. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic• Dislikes laziness• Digital Immigrants
  79. 79. Baby Boomers• Defining Events – The Cold War
  80. 80. Baby Boomers• Defining Events – The rise of television
  81. 81. Baby Boomers• Defining Events – The Kennedy and King assassinations
  82. 82. Baby Boomers• Defining Events – The 1968 riots
  83. 83. Baby Boomers• Defining Events – The Civil Rights Movement
  84. 84. Baby Boomers• Defining Events – The Beatles
  85. 85. Baby Boomers• Defining Events – The Vietnam War
  86. 86. Baby Boomers• Defining Events – The first Apollo moon landing
  87. 87. Baby Boomers• Defining Events – Woodstock & the Radical 60s
  88. 88. Baby Boomers• Grew up during a time of unprecedented wealth and freedom
  89. 89. Baby Boomers• Grew up during a time of unprecedented wealth and freedom – Happened to collide with the perceived hypocrisy of the world around them
  90. 90. Baby Boomers• Collectively formed what’s often referred to as the “ME Generation”
  91. 91. Baby Boomers• Collectively formed what’s often referred to as the “ME Generation” – Relied on guidance of their own inner vision & resources rather than what society was telling them
  92. 92. Baby Boomers• Generally feel a sense of entitlement
  93. 93. Baby Boomers• Generally feel a sense of entitlement – Deserve the “good life” and believe they have what it takes to ensure it
  94. 94. Baby Boomers• Have enjoyed unprecedented opportunities in education and employment
  95. 95. Baby Boomers• Have enjoyed unprecedented opportunities in education and employment• Enjoyed profitable times and respond to “feel good” scenarios
  96. 96. Baby Boomers• Want to be treated as individuals
  97. 97. Baby Boomers• Want to be treated as individuals• Both spouses usually work to have the big house, three-car garage and vacation cottage on Maui
  98. 98. Baby Boomers• Want to be treated as individuals• Both spouses usually work to have the big house, three-car garage and vacation cottage on Maui• Time is valuable and seek things that give instant gratifications and deep personal fulfillment
  99. 99. Baby Boomers• Are typically liberal and idealistic
  100. 100. Baby Boomers• Are typically liberal and idealistic• Other generations view them as self- absorbed, workaholics who follow fads
  101. 101. Baby Boomers• Generational Campaigns – Coca-Cola • I’d Like to Buy the World a Coke
  102. 102. Baby Boomers• Generational Campaigns – Coca-Cola • I’d Like to Buy the World a Coke – Volkswagen • Think Small
  103. 103. Baby Boomers• Core Values
  104. 104. Baby Boomers• Core Values – If it’s not working, either fix it or move on and find something better
  105. 105. Baby Boomers• Core Values – If it’s not working, either fix it or move on and find something better – Personal growth, health and wellness are extremely important
  106. 106. Baby Boomers• Core Values – If it’s not working, either fix it or move on and find something better – Personal growth, health and wellness are extremely important – They have a tendency to be optimistic
  107. 107. Baby Boomers• Core Values – They believe they are the star and deserve center stage regardless of the situation
  108. 108. Baby Boomers• Core Values – They believe they are the star and deserve center stage regardless of the situation – Spirituality is very important to them
  109. 109. Gen Xs (Baby Busters)
  110. 110. Gen Xs (Baby Busters)• Ages 32-47
  111. 111. Gen Xs (Baby Busters)• Ages 32-47• Frank
  112. 112. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal
  113. 113. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused
  114. 114. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant
  115. 115. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response
  116. 116. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response• Data solves problems
  117. 117. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response• Data solves problems• Access to info
  118. 118. Gen Xs (Baby Busters)• Skeptical
  119. 119. Gen Xs (Baby Busters)• Skeptical• Work-life balance
  120. 120. Gen Xs (Baby Busters)• Skeptical• Work-life balance• Dislikes red tape
  121. 121. Gen Xs (Baby Busters)• Skeptical• Work-life balance• Dislikes red tape• Digital Adaptives
  122. 122. Gen Xs (Baby Busters)• As youth, were taught to question authorities
  123. 123. Gen Xs (Baby Busters)• As youth, were taught to question authorities• Have no shared heroes
  124. 124. Gen Xs (Baby Busters)• As youth, were taught to question authorities• Have no shared heroes• Raised as their parent’s friends
  125. 125. Gen Xs (Baby Busters)• As youth, were taught to question authorities• Have no shared heroes• Raised as their parent’s friends• Battle cry is “I work to live; I don’t live to work.”
  126. 126. Gen Xs (Baby Busters)• Defining Events
  127. 127. Gen Xs (Baby Busters)• Defining Events – Watergate
  128. 128. Gen Xs (Baby Busters)• Defining Events – Watching the Space Shuttle explode
  129. 129. Gen Xs (Baby Busters)• Defining Events – The Iran hostage crisis
  130. 130. Gen Xs (Baby Busters)• Defining Events – Rising divorce rates
  131. 131. Gen Xs (Baby Busters)• Defining Events – The PC revolution
  132. 132. Gen Xs (Baby Busters)• Defining Events – AIDS
  133. 133. Gen Xs (Baby Busters)• Defining Events – MTV
  134. 134. Gen Xs (Baby Busters)• Defining Events – Japan Inc.
  135. 135. Gen Xs (Baby Busters)• Defining Events – Grunge music
  136. 136. Gen Xs (Baby Busters)• Have been saddled with all the problems caused by the Matures that the Baby Boomers failed to fix
  137. 137. Gen Xs (Baby Busters)• Have been saddled with all the problems caused by the Matures that the Baby Boomers failed to fix – At least that’s how they see it
  138. 138. Gen Xs (Baby Busters)• They’re facing a future of increased insecurity and decreased financial opportunities while having to deal with the media labeling them as slackers
  139. 139. Gen Xs (Baby Busters)• Have grown accustomed to a chronically unstable job market protected neither by the government nor the unions.
  140. 140. Gen Xs (Baby Busters)• As a result of the job market and increased opportunities via the Internet, they’ve become more entreprenurial
  141. 141. Gen Xs (Baby Busters)• As a result of the job market and increased opportunities via the Internet, they’ve become more entreprenurial – Some estimates claim that Gen Xers start 70% of the new businesses in the U.S.
  142. 142. Gen Xs (Baby Busters)• Generational Campaigns – Volkswagen • It Fits Your Life, Or Your Complete Lack Thereof
  143. 143. Gen Xs (Baby Busters)• Generational Campaigns – Volkswagen • It Fits Your Life, Or Your Complete Lack Thereof – Nike • Just Do It
  144. 144. Gen Xs (Baby Busters)• Have been called the “why me” generation and the “whiners”
  145. 145. Gen Xs (Baby Busters)• Have been called the “why me” generation and the “whiners” – Feel they are being penalized for the excesses of their parents
  146. 146. Gen Xs (Baby Busters)• Half of them come from broken homes or live/lived in a “blended family”
  147. 147. Gen Xs (Baby Busters)• Half of them come from broken homes or live/lived in a “blended family”• Are the first of the “latch key” kids
  148. 148. Gen Xs (Baby Busters)• Half of them come from broken homes or live/lived in a “blended family”• Are the first of the “latch key” kids• The most loyal of all the generations
  149. 149. Gen Xs (Baby Busters)• Core Values
  150. 150. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant
  151. 151. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important
  152. 152. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important – Tend to be informal and look for fun in every situation
  153. 153. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important – Tend to be informal and look for fun in every situation – Treat everyone as an equal regardless if you are the company president or a janitor
  154. 154. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important – Tend to be informal and look for fun in every situation – Treat everyone as an equal regardless if you are the company president or a janitor – A tendency to be skeptical
  155. 155. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important – Tend to be informal and look for fun in every situation – Treat everyone as an equal regardless if you are the company president or a janitor – A tendency to be skeptical – A healthy respect and knowledge of technology
  156. 156. Gen Ys(Millennials/Internet)
  157. 157. Gen Ys (Millennials/Internet)• Ages 12-31
  158. 158. Gen Ys (Millennials/Internet)• Ages 12-31• Informal
  159. 159. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative
  160. 160. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank
  161. 161. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback
  162. 162. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems
  163. 163. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems• Access to info
  164. 164. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems• Access to info• Dialog with authority
  165. 165. Gen Ys (Millennials/Internet)• Hopeful
  166. 166. Gen Ys (Millennials/Internet)• Hopeful• Public activism
  167. 167. Gen Ys (Millennials/Internet)• Hopeful• Public activism• Dislike anything slow
  168. 168. Gen Ys (Millennials/Internet)• Hopeful• Public activism• Dislike anything slow• Digital Adaptives/Natives
  169. 169. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra
  170. 170. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra – Are very media savvy
  171. 171. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra – Are very media savvy – Will go on-line for travel information before they will look in a printed brochure
  172. 172. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra – Are very media savvy – Will go on-line for travel information before they will look in a printed brochure• Rapid change IS their way of life
  173. 173. Gen Ys (Millennials/Internet)• Defining Events – Experienced the Gulf War and 9/11 through the realism of TV
  174. 174. Gen Ys (Millennials/Internet)• Defining Events – The fall of the Berlin Wall
  175. 175. Gen Ys (Millennials/Internet)• Defining Events – Soccer moms and Helicopter parents
  176. 176. Gen Ys (Millennials/Internet)• Defining Events – The birth of the Web
  177. 177. Gen Ys (Millennials/Internet)• Defining Events – Nickelodeon
  178. 178. Gen Ys (Millennials/Internet)• Defining Events – The dotcom boom and bust
  179. 179. Gen Ys (Millennials/Internet)• Defining Events – Monica Lewinsky
  180. 180. Gen Ys (Millennials/Internet)• Generational Campaigns
  181. 181. Gen Ys (Millennials/Internet)• Generational Campaigns – Old Navy • Retro TV parodies
  182. 182. Gen Ys (Millennials/Internet)• Generational Campaigns – Old Navy • Retro TV parodies – Mountain Dew soda • Do the Dew
  183. 183. Gen Xs (Millennials/Internet)• Feel that preceding generations have made huge mistakes
  184. 184. Gen Xs (Millennials/Internet)• Feel that preceding generations have made huge mistakes – Think Boomers and Gen Xs held a party and then left the mess for the Gen Ys to clean up
  185. 185. Gen Ys(Millennials/Internet)
  186. 186. Gen Ys (Millennials/Internet)• Believe they have more educational opportunity than their parents
  187. 187. Gen Ys (Millennials/Internet)• Believe they have more educational opportunity than their parents – Also believe that educational institutions are not doing an adequate job
  188. 188. Gen Ys (Millennials/Internet)• Believe they have more educational opportunity than their parents – Also believe that educational institutions are not doing an adequate job• Optimistic
  189. 189. Gen Ys (Millennials/Internet)• Believe they have more educational opportunity than their parents – Also believe that educational institutions are not doing an adequate job• Optimistic• Programmed – well cared for
  190. 190. Gen Ys (Millennials/Internet)• Strong sense of individuality
  191. 191. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification
  192. 192. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed
  193. 193. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed• Like Gen Xs, raised as their parent’s friends
  194. 194. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed• Like Gen Xs, raised as their parent’s friends• Future is very short term
  195. 195. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed• Like Gen Xs, raised as their parent’s friends• Future is very short term• Huge goals
  196. 196. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed• Like Gen Xs, raised as their parent’s friends• Future is very short term• Huge goals – Clueless on the execution
  197. 197. Gen Ys (Millennials/Internet)• Core Values
  198. 198. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers
  199. 199. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented
  200. 200. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented • Focused on their own plan for their future
  201. 201. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented • Focused on their own plan for their future – Admire their parents, but trust their grandparents even more
  202. 202. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented • Focused on their own plan for their future – Admire their parents, but trust their grandparents even more – Most are color-blind when they relate to other people
  203. 203. Gen Ys (Millennials/Internet)• Core Values – Street smarts that previous generations do not have, and it comes at a fairly early age
  204. 204. Gen Ys (Millennials/Internet)• Core Values – Street smarts that previous generations do not have, and it comes at a fairly early age – Have grown up in the computer age and many cannot remember a home without this technology
  205. 205. Gen Ys (Millennials/Internet)• Core Values – Achievement oriented,
  206. 206. Gen Ys (Millennials/Internet)• Core Values – Achievement oriented, they are also strong believers in civic duty
  207. 207. Gen Ys (Millennials/Internet)• Core Values – Achievement oriented, they are also strong believers in civic duty – Flexibility is learned early since many come from divorced families that shared parenting at separate homes
  208. 208. How do thesegenerations buy?
  209. 209. How do these generations buy?• Age plays a critical role in customer buying decisions
  210. 210. How do these generations buy?• Age plays a critical role in customer buying decisions – Has as much impact on buying decisions as income and education
  211. 211. How do these generations buy?• Each generation buys differently
  212. 212. How do these generations buy?• Each generation buys differently – One expects to buy travel • With a firm handshake
  213. 213. How do these generations buy?• Each generation buys differently – One expects to buy travel • With a firm handshake • In a wood-paneled office
  214. 214. How do these generations buy?• Each generation buys differently – One expects to buy travel • With a firm handshake • In a wood-paneled office • With gold-embossed certificates hanging on a wall
  215. 215. How do these generations buy?• Each generation buys differently – Another will buy a vacation over the phone from someone they will never meet
  216. 216. How do these generations buy?• Each generation buys differently – Another will buy online
  217. 217. How do these generations buy?• Each generation buys differently – Another will buy online • From a source they do not know
  218. 218. How do these generations buy?• Each generation buys differently – Another will buy online • From a source they do not know • Will never talk with
  219. 219. How do these generations buy?• Each generation buys differently – Another will buy online • From a source they do not know • Will never talk with • Will do it on a Sunday at 2 a.m.
  220. 220. How do we sell to them?
  221. 221. How do we sell to them?• Travel agents tend to sell the same way we like to buy
  222. 222. How do we sell to them?• Travel agents tend to sell the same way we like to buy – One-size fits all approach can be a complete turn-off to someone not in your generation
  223. 223. How do we sell to them?• Travel agents tend to sell the same way we like to buy – One-size fits all approach can be a complete turn-off to someone not in your generation • Be cautious selling to others counting solely on tactics that work well within your OWN generation
  224. 224. How do we sell to them?• Travel agents tend to sell the same way we like to buy – One-size fits all approach can be a complete turn-off to someone not in your generation • Be cautious selling to others counting solely on tactics that work well within your OWN generation – Platinum Rule
  225. 225. How do we sell to them?• Selling to the generations affects the way travel agents promote travel products and services
  226. 226. How do we sell to them?• Selling to the generations affects the way travel agents promote travel products and services – Involves selling to the individual
  227. 227. How do we sell to them?• Selling to the generations affects the way travel agents promote travel products and services – Involves selling to the individual • Selling to a targeted customer rather than selling to the masses
  228. 228. How do we sell to them?• We must adjust our ads, our signage, and our direct mailing to focus on generational selling
  229. 229. How do we sell to them?• We must adjust our ads, our signage, and our direct mailing to focus on generational selling – May mean four campaigns if you want to reach each generational segment
  230. 230. Tips for Selling to Each Generation
  231. 231. Selling Tips for Matures
  232. 232. Selling Tips for Matures• Risk assessment is likely to play a major role in their vacation purchase decision
  233. 233. Selling Tips for Matures• Work ethic is highly valued
  234. 234. Selling Tips for Matures• Work ethic is highly valued – Don’t be late
  235. 235. Selling Tips for Matures• Work ethic is highly valued – Don’t be late – Be prepared to work hard to gain your client’s respect
  236. 236. Selling Tips for Matures• Treat clients with respect
  237. 237. Selling Tips for Matures• Treat clients with respect – Address them as Mr., Mrs., or Miss followed by their last names
  238. 238. Selling Tips for Matures• Treat clients with respect – Address them as Mr., Mrs., or Miss followed by their last names – Likely to prefer being treated more formally
  239. 239. Selling Tips for Matures• Speak and act conservatively
  240. 240. Selling Tips for Matures• Focus on convenience,
  241. 241. Selling Tips for Matures• Focus on convenience, simplicity,
  242. 242. Selling Tips for Matures• Focus on convenience, simplicity, service
  243. 243. Selling Tips for Matures• Focus on convenience, simplicity, service and support
  244. 244. Selling Tips for Matures• Present vacation products with a “you earned it” message
  245. 245. Selling Tips for Matures• Present vacation products with a “you earned it” message – Give them permission to spend their money
  246. 246. Selling Tips for Matures• Be prepared to talk about costs
  247. 247. Selling Tips for Matures• Be prepared to talk about costs – Grew up during tough times when food and goods were rationed
  248. 248. Selling Tips for Matures• Be prepared to talk about costs – Grew up during tough times when food and goods were rationed – Are generally very conscious of price and value
  249. 249. Selling Tips for Matures• Face-to-face meetings are most productive
  250. 250. Selling Tips for Matures• May be fairly affluent retirees
  251. 251. Selling Tips for Matures• May be fairly affluent retirees – Living in a time when medical advance have greatly increased life expectancies
  252. 252. Selling Tips for Matures• May be fairly affluent retirees – Living in a time when medical advance have greatly increased life expectancies – Many worry about outliving their savings
  253. 253. Selling Tips for Matures• Don’t assume they are technologically illiterate
  254. 254. Selling Tips for Matures• Don’t assume they are technologically illiterate – Many are quite skilled on the computer and spend hours on the Internet
  255. 255. Selling Tips for Matures• Don’t assume they are technologically illiterate – Many are quite skilled on the computer and spend hours on the Internet – Even use social media sites (Facebook, Twitter, You Tube)
  256. 256. Selling Tips for Matures• Whatever you do, don’t refer to them as seniors!!
  257. 257. Selling Tips forBaby Boomers
  258. 258. Selling Tips for Baby Boomers• Appeal to their sense of independence
  259. 259. Selling Tips for Baby Boomers• Appeal to their sense of independence and rebelliousness
  260. 260. Selling Tips for Baby Boomers• Play up the convenience of using a travel agent
  261. 261. Selling Tips for Baby Boomers• Play up the convenience of using a travel agent – Boomers are money rich and time poor
  262. 262. Selling Tips for Baby Boomers• Play up the convenience of using a travel agent – Boomers are money rich and time poor – Crave anything that will save them time and effort
  263. 263. Selling Tips for Baby Boomers• To Boomers, the Internet is a tool, not an end in itself
  264. 264. Selling Tips for Baby Boomers• To Boomers, the Internet is a tool, not an end in itself – Some boomers are geeks
  265. 265. Selling Tips for Baby Boomers• To Boomers, the Internet is a tool, not an end in itself – Some boomers are geeks – Most see technology as a necessity
  266. 266. Selling Tips for Baby Boomers• Like most people, Boomers like to socialize online and off
  267. 267. Selling Tips for Baby Boomers• Like most people, Boomers like to socialize online and off – Build a strong presence via social media blogging, Facebook, Twitter, YouTube
  268. 268. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid!
  269. 269. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid! – Provide enough information to make a well- informed vacation buying decision
  270. 270. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid! – Provide enough information to make a well- informed vacation buying decision – Do not bury them with details
  271. 271. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid! – Provide enough information to make a well- informed vacation buying decision – Do not bury them with details • They don’t have time for that
  272. 272. Selling Tips for Baby Boomers• Don’t quote “company policy” as a reason you can’t do something your client requests
  273. 273. Selling Tips for Baby Boomers• Don’t quote “company policy” as a reason you can’t do something your client requests – Boomers don’t trust organizations
  274. 274. Selling Tips for Baby Boomers• Don’t quote “company policy” as a reason you can’t do something your client requests – Boomers don’t trust organizations • Think of rules & policies as a way of controlling them
  275. 275. Selling Tips for Baby Boomers• Don’t quote “company policy” as a reason you can’t do something your client requests – Boomers don’t trust organizations • Think of rules & policies as a way of controlling them – Flexibility is key
  276. 276. Selling Tips for Baby Boomers• External image is important to boomers
  277. 277. Selling Tips for Baby Boomers• External image is important to boomers – Will try to play it down
  278. 278. Selling Tips for Baby Boomers• External image is important to boomers – Will try to play it down – Possessions, status and appearances count
  279. 279. Selling Tips for Baby Boomers• Tend to be less trusting than other generations
  280. 280. Selling Tips for Baby Boomers• Tend to be less trusting than other generations – Communicate honestly and openly
  281. 281. Selling Tips for Baby Boomers• Tend to be less trusting than other generations – Communicate honestly and openly – Be prepared to answer questions
  282. 282. Selling Tips for Baby Boomers• Tend to be less trusting than other generations – Communicate honestly and openly – Be prepared to answer questions – If sense you are not genuine, you haven’t got a chance
  283. 283. Selling Tips for Baby Boomers• Word-of-mouth referrals carry a great deal of weight
  284. 284. Selling Tips for Baby Boomers• Word-of-mouth referrals carry a great deal of weight – Both in real and virtual communities like Facebook
  285. 285. Selling Tips for Baby Boomers• Word-of-mouth referrals carry a great deal of weight – Both in real and virtual communities like Facebook – Network effectively
  286. 286. Selling Tips for Baby Boomers• Two overriding themes
  287. 287. Selling Tips for Baby Boomers• Two overriding themes – Forever young
  288. 288. Selling Tips for Baby Boomers• Baby Boomers – Two overriding themes • Forever young • Rebellious
  289. 289. Tips for Selling to Gen Xs
  290. 290. Tips for Selling to Gen Xs• Most shop online, or at least do some of their research online when making vacation purchasing decisions
  291. 291. Tips for Selling to Gen Xs• Most shop online, or at least do some of their research online when making vacation purchasing decisions – Comparison shop and value the convenience of shopping online
  292. 292. Tips for Selling to Gen Xs• Most shop online, or at least do some of their research online when making vacation purchasing decisions – Comparison shop and value the convenience of shopping online – Consider this when formulating an on-line sales strategy
  293. 293. Tips for Selling to Gen Xs• Are very much engaged in social networking and whether they’re buying on- line or off.
  294. 294. Tips for Selling to Gen Xs• Are very much engaged in social networking and whether they’re buying on- line or off. – Look to their communities for advice and recommendations
  295. 295. Tips for Selling to Gen Xs• Are very much engaged in social networking and whether they’re buying on- line or off. – Look to their communities for advice and recommendations – Make sure you have a strong presence online, especially on Facebook, Twitter & You Tube
  296. 296. Tips for Selling to Gen Xs• Reassure Xers that they’re making a savvy vacation purchasing decision
  297. 297. Tips for Selling to Gen Xs• Reassure Xers that they’re making a savvy vacation purchasing decision – Tend to feel insecure about their decisions
  298. 298. Tips for Selling to Gen Xs• Give Xers more control
  299. 299. Tips for Selling to Gen Xs• Give Xers more control – Tend not to be team players
  300. 300. Tips for Selling to Gen Xs• Give Xers more control – Tend not to be team players – Cringe at long-term commitments
  301. 301. Tips for Selling to Gen Xs• Offer time-saving solutions
  302. 302. Tips for Selling to Gen Xs• Offer time-saving solutions – Aren’t slackers, but will seize any opportunity to perform a task in less time with less effort so they can go back to having fun.
  303. 303. Tips for Selling to Gen Xs• Present information in snippets, avoiding any kind of discourse
  304. 304. Tips for Selling to Gen Xs• Brutal honesty trumps any click marketing and advertising
  305. 305. Tips for Selling to Gen Xs• Brutal honesty trumps any click marketing and advertising – Demand an honest, straight-forward presentation that’s fun and unique without being pretentious
  306. 306. Tips for Selling to Gen Ys• Never underestimate a Gen Ys reliance on technology for massive amounts of vacation information
  307. 307. Tips for Selling to Gen Ys• Gen Ys are truly democratic
  308. 308. Tips for Selling to Gen Ys• Gen Ys are truly democratic – Don’t rely on traditional travel agents to tell them what or where it’s safe to buy a vacation
  309. 309. Tips for Selling to Gen Ys• Gen Ys are truly democratic – Don’t rely on traditional travel agents to tell them what or where it’s safe to buy a vacation – Rely more on community, especially online, virtual communities for referrals
  310. 310. Tips for Selling to Gen Ys• Are open to all forms of communication
  311. 311. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face
  312. 312. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones
  313. 313. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones – Text messages
  314. 314. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones – Text messages – Instant messaging
  315. 315. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones – Text messages – Instant messaging – The more communications media you can handle, the better to accommodate their needs
  316. 316. Three Simple Steps to Selling Travel Across Generations
  317. 317. Three Simple Steps to Selling Travel Across Generations• Recognize that generations different from your own will buy from you
  318. 318. Three Simple Steps to Selling Travel Across Generations• Recognize that generations different from your own will buy from you – If you don’t believe that’s it’s possible, then you won’t sell across generations
  319. 319. Three Simple Steps to Selling Travel Across Generations• Recognize that generations different from your own will buy from you – If you don’t believe that’s it’s possible, then you won’t sell across generations – Keep in mind that people buy across generations every day
  320. 320. Three Simple Steps to Selling Travel Across Generations• Recognize that generations different from your own will buy from you – If you don’t believe that’s it’s possible, then you won’t sell across generations – Keep in mind that people buy across generations every day – The data proves it – your competitors prove it.
  321. 321. Three Simple Steps to Selling Travel Across Generations• Learn how each generation buys from you
  322. 322. Three Simple Steps to Selling Travel Across Generations• Learn how each generation buys from you – Compare how each generation buys from you with how you sell and adjust accordingly
  323. 323. Three Simple Steps to Selling Travel Across Generations• Learn how each generation buys from you – Compare how each generation buys from you with how you sell and adjust accordingly – Result is faster connections across generations, younger and older
  324. 324. Three Simple Steps to Selling Travel Across Generations• Look for generational clues from your prospects and refine your approach to fit them
  325. 325. Three Simple Steps to Selling Travel Across Generations• Look for generational clues from your prospects and refine your approach to fit them – Means trying something new in spite of past success
  326. 326. Three Simple Steps to Selling Travel Across Generations• Look for generational clues from your prospects and refine your approach to fit them – Means trying something new in spite of past success – Once it works, and it will work, you’ll see how a different generation can become your very best customer
  327. 327. Final Thoughts
  328. 328. Final Thoughts• Keep people in the proper generation
  329. 329. Final Thoughts• Keep people in the proper generation – As a Boomer ages, this person does not become a member of the Mature generation
  330. 330. Final Thoughts• Keep people in the proper generation – As a Boomer ages, this person does not become a member of the Mature generation – Each generation keeps their same values throughout their lives
  331. 331. Final Thoughts• Keep people in the proper generation – As a Boomer ages, this person does not become a member of the Mature generation – Each generation keeps their same values throughout their lives – Gen Xs will be Gen Xs in 2030
  332. 332. Final Thoughts• Best way to apply generational marketing is to categorize clients and prospects according to the year in which they were born and range of years assigned to their generation
  333. 333. Final Thoughts• Best way to apply generational marketing is to categorize clients and prospects according to the year in which they were born and range of years assigned to their generation – Will always possess values based on the eras through which they lived
  334. 334. Final Thoughts• Each generation responds to its own type of advertising
  335. 335. Final Thoughts• Each generation responds to its own type of advertising – Vary the type of distribution and promotion of your travel products according to generation
  336. 336. Final Thoughts• Each generation responds to its own type of advertising – Vary the type of distribution and promotion of your travel products according to generation • Snail mail, email, text messaging, Smart phone apps
  337. 337. Final Thoughts• Each generation responds to its own type of advertising – Vary the type of distribution and promotion of your travel products according to generation • Snail mail, email, text messaging, Smart phone apps • Reach out and touch each prospect with a message uniquely designed for them
  338. 338. THANKS FOR ATTENDING!!

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