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  • 1. Selling Travel to Different Generations Presented by: Sherrie & Charlie Funk Owners, Just Cruisin’ Plus
  • 2. Pearl Harbor or Pearl Jam? Earrings or Noserings?
  • 3. Each generation identifies itself with unique cultural images
  • 4. Each generation identifies itself with unique cultural images
  • 5. Each generation identifies itself with unique cultural images
  • 6. Each generation identifies itself with unique cultural images
  • 7. Each generation identifies itself with unique cultural images
  • 8. Each generation identifies itself with unique cultural images
  • 9. Each generation identifies itself with unique cultural images
  • 10. Each generation identifies itself with unique cultural images
  • 11. Each generation identifies itself with unique cultural images
  • 12. Four Generations: One Opportunity
  • 13. Four Generations: One Opportunity• Matures (Silent Generation/Veterans)
  • 14. Four Generations: One Opportunity• Matures (Silent Generation/Veterans) – Born between 1909 and 1945
  • 15. Four Generations: One Opportunity• Matures (Silent Generation/Veterans) – Born between 1909 and 1945 – 26% of U.S. population
  • 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. Four Generations: One Opportunity• Baby Boomers
  • 18. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964
  • 19. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964 – Largest group at 78 million
  • 20. Four Generations: One Opportunity• Baby Boomers – Born between 1946 and 1964 – Largest group at 78 million – 30% of the population
  • 21. Four Generations: One Opportunity• Generation X (Baby Busters)
  • 22. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980
  • 23. Four Generations: One Opportunity• Generation X (Baby Busters) – Born between 1965 and 1980 – Fewer of them busting the growth curve
  • 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. 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. 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. Four Generations: One Opportunity• Generation Y (Millennials/Internet)
  • 28. Four Generations: One Opportunity• Generation Y (Millennials/Internet) – Born 1981 and onward
  • 29. Knowing Your Customer
  • 30. Knowing Your Customer• Has taken on a greater meaning
  • 31. Knowing Your Customer• Has taken on a greater meaning• Today you will learn:
  • 32. Knowing Your Customer• Has taken on a greater meaning• Today you will learn: – Characteristics of each generation
  • 33. Knowing Your Customer• Has taken on a greater meaning• Today you will learn: – Characteristics of each generation – How they buy
  • 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. Key Generational Characteristics
  • 36. Matures(Silent Generation/Veterans)
  • 37. Matures (Silent Generation/Veterans)• Ages 67 and older
  • 38. Matures (Silent Generation/Veterans)• Ages 67 and older• Led the way toward social change
  • 39. Matures (Silent Generation/Veterans)• Ages 67 and older• Led the way toward social change• Have retired or are now retiring
  • 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. Matures (Silent Generation/Veterans)• Greatest Generation
  • 42. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing
  • 43. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority
  • 44. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority• Dislikes waste
  • 45. Matures (Silent Generation/Veterans)• Greatest Generation• Self-sacrificing• Respect for authority• Dislikes waste• Digital Immigrants
  • 46. Matures (Silent Generation/Veterans• Defining Events – The Great Depression
  • 47. Matures (Silent Generation/Veterans• Defining Events – World War II
  • 48. Matures (Silent Generation/Veterans• Defining Events – Suburbanization
  • 49. Matures (Silent Generation/Veterans• Defining Events – Elvis Presley
  • 50. Matures (Silent Generation/Veterans• Defining Events – The Beat Movement
  • 51. Matures (Silent Generation/Veterans• Defining Events – The Korean War
  • 52. Matures (Silent Generation/Veterans• Defining Events – The Atom Bomb
  • 53. Matures (Silent Generation/Veterans• Defining Events – The GI Bill
  • 54. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval
  • 55. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II
  • 56. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II – Korean War
  • 57. Matures (Silent Generation/Veterans)• Born and raised between three great periods of global upheaval – World War II – Korean War – Vietnam
  • 58. Matures (Silent Generation/Veterans)• May not have fought in the Great Wars, but certainly suffered through them
  • 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. Matures (Silent Generation/Veterans)• Been officially labeled the generation of the “withdrawn, cautious, unimaginative, indifferent, unadventurous and silent.”
  • 61. Matures (Silent Generation/Veterans)• Generational Campaigns
  • 62. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels
  • 63. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels – Chevrolet (It Speaks Youth’s Language)
  • 64. Matures (Silent Generation/Veterans)• Generational Campaigns – Camels – Chevrolet (It Speaks Youth’s Language) – Scripto pens (For the Grad Who’s Going Places)
  • 65. Matures (Silent Generation/Veterans)• Core Values
  • 66. Matures (Silent Generation/Veterans)• Core Values – Everyone should adhere and conform to the same rules, regulations and policies
  • 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. 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. Baby Boomers
  • 70. Baby Boomers• Ages 48-66
  • 71. Baby Boomers• Ages 48-66• Most populous and influential of all
  • 72. Baby Boomers• Ages 48-66• Most populous and influential of all• Born to post WWI prosperity when the economy expanded rapidly
  • 73. Baby Boomers• Workaholics
  • 74. Baby Boomers• Workaholics – Work is more important than homelife
  • 75. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit
  • 76. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic
  • 77. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic• Dislikes laziness
  • 78. Baby Boomers• Workaholics – Work is more important than homelife – Man in the Gray Flannel Suit• Work Ethic• Dislikes laziness• Digital Immigrants
  • 79. Baby Boomers• Defining Events – The Cold War
  • 80. Baby Boomers• Defining Events – The rise of television
  • 81. Baby Boomers• Defining Events – The Kennedy and King assassinations
  • 82. Baby Boomers• Defining Events – The 1968 riots
  • 83. Baby Boomers• Defining Events – The Civil Rights Movement
  • 84. Baby Boomers• Defining Events – The Beatles
  • 85. Baby Boomers• Defining Events – The Vietnam War
  • 86. Baby Boomers• Defining Events – The first Apollo moon landing
  • 87. Baby Boomers• Defining Events – Woodstock & the Radical 60s
  • 88. Baby Boomers• Grew up during a time of unprecedented wealth and freedom
  • 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. Baby Boomers• Collectively formed what’s often referred to as the “ME Generation”
  • 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. Baby Boomers• Generally feel a sense of entitlement
  • 93. Baby Boomers• Generally feel a sense of entitlement – Deserve the “good life” and believe they have what it takes to ensure it
  • 94. Baby Boomers• Have enjoyed unprecedented opportunities in education and employment
  • 95. Baby Boomers• Have enjoyed unprecedented opportunities in education and employment• Enjoyed profitable times and respond to “feel good” scenarios
  • 96. Baby Boomers• Want to be treated as individuals
  • 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. 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. Baby Boomers• Are typically liberal and idealistic
  • 100. Baby Boomers• Are typically liberal and idealistic• Other generations view them as self- absorbed, workaholics who follow fads
  • 101. Baby Boomers• Generational Campaigns – Coca-Cola • I’d Like to Buy the World a Coke
  • 102. Baby Boomers• Generational Campaigns – Coca-Cola • I’d Like to Buy the World a Coke – Volkswagen • Think Small
  • 103. Baby Boomers• Core Values
  • 104. Baby Boomers• Core Values – If it’s not working, either fix it or move on and find something better
  • 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. 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. Baby Boomers• Core Values – They believe they are the star and deserve center stage regardless of the situation
  • 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. Gen Xs (Baby Busters)
  • 110. Gen Xs (Baby Busters)• Ages 32-47
  • 111. Gen Xs (Baby Busters)• Ages 32-47• Frank
  • 112. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal
  • 113. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused
  • 114. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant
  • 115. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response
  • 116. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response• Data solves problems
  • 117. Gen Xs (Baby Busters)• Ages 32-47• Frank• Informal• Results focused• Self-reliant• Immediate response• Data solves problems• Access to info
  • 118. Gen Xs (Baby Busters)• Skeptical
  • 119. Gen Xs (Baby Busters)• Skeptical• Work-life balance
  • 120. Gen Xs (Baby Busters)• Skeptical• Work-life balance• Dislikes red tape
  • 121. Gen Xs (Baby Busters)• Skeptical• Work-life balance• Dislikes red tape• Digital Adaptives
  • 122. Gen Xs (Baby Busters)• As youth, were taught to question authorities
  • 123. Gen Xs (Baby Busters)• As youth, were taught to question authorities• Have no shared heroes
  • 124. Gen Xs (Baby Busters)• As youth, were taught to question authorities• Have no shared heroes• Raised as their parent’s friends
  • 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. Gen Xs (Baby Busters)• Defining Events
  • 127. Gen Xs (Baby Busters)• Defining Events – Watergate
  • 128. Gen Xs (Baby Busters)• Defining Events – Watching the Space Shuttle explode
  • 129. Gen Xs (Baby Busters)• Defining Events – The Iran hostage crisis
  • 130. Gen Xs (Baby Busters)• Defining Events – Rising divorce rates
  • 131. Gen Xs (Baby Busters)• Defining Events – The PC revolution
  • 132. Gen Xs (Baby Busters)• Defining Events – AIDS
  • 133. Gen Xs (Baby Busters)• Defining Events – MTV
  • 134. Gen Xs (Baby Busters)• Defining Events – Japan Inc.
  • 135. Gen Xs (Baby Busters)• Defining Events – Grunge music
  • 136. Gen Xs (Baby Busters)• Have been saddled with all the problems caused by the Matures that the Baby Boomers failed to fix
  • 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. 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. Gen Xs (Baby Busters)• Have grown accustomed to a chronically unstable job market protected neither by the government nor the unions.
  • 140. Gen Xs (Baby Busters)• As a result of the job market and increased opportunities via the Internet, they’ve become more entreprenurial
  • 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. Gen Xs (Baby Busters)• Generational Campaigns – Volkswagen • It Fits Your Life, Or Your Complete Lack Thereof
  • 143. Gen Xs (Baby Busters)• Generational Campaigns – Volkswagen • It Fits Your Life, Or Your Complete Lack Thereof – Nike • Just Do It
  • 144. Gen Xs (Baby Busters)• Have been called the “why me” generation and the “whiners”
  • 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. Gen Xs (Baby Busters)• Half of them come from broken homes or live/lived in a “blended family”
  • 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. 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. Gen Xs (Baby Busters)• Core Values
  • 150. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant
  • 151. Gen Xs (Baby Busters)• Core Values – A need to be self-reliant – Family and friends are extremely important
  • 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. 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. 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. 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. Gen Ys(Millennials/Internet)
  • 157. Gen Ys (Millennials/Internet)• Ages 12-31
  • 158. Gen Ys (Millennials/Internet)• Ages 12-31• Informal
  • 159. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative
  • 160. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank
  • 161. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback
  • 162. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems
  • 163. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems• Access to info
  • 164. Gen Ys (Millennials/Internet)• Ages 12-31• Informal• Collaborative• Frank• 24/7 feedback• Data solves problems• Access to info• Dialog with authority
  • 165. Gen Ys (Millennials/Internet)• Hopeful
  • 166. Gen Ys (Millennials/Internet)• Hopeful• Public activism
  • 167. Gen Ys (Millennials/Internet)• Hopeful• Public activism• Dislike anything slow
  • 168. Gen Ys (Millennials/Internet)• Hopeful• Public activism• Dislike anything slow• Digital Adaptives/Natives
  • 169. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra
  • 170. Gen Ys (Millennials/Internet)• Technology is an expectation, not an extra – Are very media savvy
  • 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. 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. Gen Ys (Millennials/Internet)• Defining Events – Experienced the Gulf War and 9/11 through the realism of TV
  • 174. Gen Ys (Millennials/Internet)• Defining Events – The fall of the Berlin Wall
  • 175. Gen Ys (Millennials/Internet)• Defining Events – Soccer moms and Helicopter parents
  • 176. Gen Ys (Millennials/Internet)• Defining Events – The birth of the Web
  • 177. Gen Ys (Millennials/Internet)• Defining Events – Nickelodeon
  • 178. Gen Ys (Millennials/Internet)• Defining Events – The dotcom boom and bust
  • 179. Gen Ys (Millennials/Internet)• Defining Events – Monica Lewinsky
  • 180. Gen Ys (Millennials/Internet)• Generational Campaigns
  • 181. Gen Ys (Millennials/Internet)• Generational Campaigns – Old Navy • Retro TV parodies
  • 182. Gen Ys (Millennials/Internet)• Generational Campaigns – Old Navy • Retro TV parodies – Mountain Dew soda • Do the Dew
  • 183. Gen Xs (Millennials/Internet)• Feel that preceding generations have made huge mistakes
  • 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. Gen Ys(Millennials/Internet)
  • 186. Gen Ys (Millennials/Internet)• Believe they have more educational opportunity than their parents
  • 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. 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. 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. Gen Ys (Millennials/Internet)• Strong sense of individuality
  • 191. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification
  • 192. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed
  • 193. Gen Ys (Millennials/Internet)• Strong sense of individuality• Instant gratification• Busy and stressed• Like Gen Xs, raised as their parent’s friends
  • 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. 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. 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. Gen Ys (Millennials/Internet)• Core Values
  • 198. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers
  • 199. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented
  • 200. Gen Ys (Millennials/Internet)• Core Values – Optimists much like Boomers – Goal and marriage oriented • Focused on their own plan for their future
  • 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. 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. Gen Ys (Millennials/Internet)• Core Values – Street smarts that previous generations do not have, and it comes at a fairly early age
  • 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. Gen Ys (Millennials/Internet)• Core Values – Achievement oriented,
  • 206. Gen Ys (Millennials/Internet)• Core Values – Achievement oriented, they are also strong believers in civic duty
  • 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. How do thesegenerations buy?
  • 209. How do these generations buy?• Age plays a critical role in customer buying decisions
  • 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. How do these generations buy?• Each generation buys differently
  • 212. How do these generations buy?• Each generation buys differently – One expects to buy travel • With a firm handshake
  • 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. 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. How do these generations buy?• Each generation buys differently – Another will buy a vacation over the phone from someone they will never meet
  • 216. How do these generations buy?• Each generation buys differently – Another will buy online
  • 217. How do these generations buy?• Each generation buys differently – Another will buy online • From a source they do not know
  • 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. 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. How do we sell to them?
  • 221. How do we sell to them?• Travel agents tend to sell the same way we like to buy
  • 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. 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. 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. How do we sell to them?• Selling to the generations affects the way travel agents promote travel products and services
  • 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. 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. How do we sell to them?• We must adjust our ads, our signage, and our direct mailing to focus on generational selling
  • 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. Tips for Selling to Each Generation
  • 231. Selling Tips for Matures
  • 232. Selling Tips for Matures• Risk assessment is likely to play a major role in their vacation purchase decision
  • 233. Selling Tips for Matures• Work ethic is highly valued
  • 234. Selling Tips for Matures• Work ethic is highly valued – Don’t be late
  • 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. Selling Tips for Matures• Treat clients with respect
  • 237. Selling Tips for Matures• Treat clients with respect – Address them as Mr., Mrs., or Miss followed by their last names
  • 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. Selling Tips for Matures• Speak and act conservatively
  • 240. Selling Tips for Matures• Focus on convenience,
  • 241. Selling Tips for Matures• Focus on convenience, simplicity,
  • 242. Selling Tips for Matures• Focus on convenience, simplicity, service
  • 243. Selling Tips for Matures• Focus on convenience, simplicity, service and support
  • 244. Selling Tips for Matures• Present vacation products with a “you earned it” message
  • 245. Selling Tips for Matures• Present vacation products with a “you earned it” message – Give them permission to spend their money
  • 246. Selling Tips for Matures• Be prepared to talk about costs
  • 247. Selling Tips for Matures• Be prepared to talk about costs – Grew up during tough times when food and goods were rationed
  • 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. Selling Tips for Matures• Face-to-face meetings are most productive
  • 250. Selling Tips for Matures• May be fairly affluent retirees
  • 251. Selling Tips for Matures• May be fairly affluent retirees – Living in a time when medical advance have greatly increased life expectancies
  • 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. Selling Tips for Matures• Don’t assume they are technologically illiterate
  • 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. 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. Selling Tips for Matures• Whatever you do, don’t refer to them as seniors!!
  • 257. Selling Tips forBaby Boomers
  • 258. Selling Tips for Baby Boomers• Appeal to their sense of independence
  • 259. Selling Tips for Baby Boomers• Appeal to their sense of independence and rebelliousness
  • 260. Selling Tips for Baby Boomers• Play up the convenience of using a travel agent
  • 261. Selling Tips for Baby Boomers• Play up the convenience of using a travel agent – Boomers are money rich and time poor
  • 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. Selling Tips for Baby Boomers• To Boomers, the Internet is a tool, not an end in itself
  • 264. Selling Tips for Baby Boomers• To Boomers, the Internet is a tool, not an end in itself – Some boomers are geeks
  • 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. Selling Tips for Baby Boomers• Like most people, Boomers like to socialize online and off
  • 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. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid!
  • 269. Selling Tips for Baby Boomers• KISS – Keep It Simple, Stupid! – Provide enough information to make a well- informed vacation buying decision
  • 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. 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. Selling Tips for Baby Boomers• Don’t quote “company policy” as a reason you can’t do something your client requests
  • 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. 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. 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. Selling Tips for Baby Boomers• External image is important to boomers
  • 277. Selling Tips for Baby Boomers• External image is important to boomers – Will try to play it down
  • 278. Selling Tips for Baby Boomers• External image is important to boomers – Will try to play it down – Possessions, status and appearances count
  • 279. Selling Tips for Baby Boomers• Tend to be less trusting than other generations
  • 280. Selling Tips for Baby Boomers• Tend to be less trusting than other generations – Communicate honestly and openly
  • 281. Selling Tips for Baby Boomers• Tend to be less trusting than other generations – Communicate honestly and openly – Be prepared to answer questions
  • 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. Selling Tips for Baby Boomers• Word-of-mouth referrals carry a great deal of weight
  • 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. 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. Selling Tips for Baby Boomers• Two overriding themes
  • 287. Selling Tips for Baby Boomers• Two overriding themes – Forever young
  • 288. Selling Tips for Baby Boomers• Baby Boomers – Two overriding themes • Forever young • Rebellious
  • 289. Tips for Selling to Gen Xs
  • 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. 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. 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. Tips for Selling to Gen Xs• Are very much engaged in social networking and whether they’re buying on- line or off.
  • 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. 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. Tips for Selling to Gen Xs• Reassure Xers that they’re making a savvy vacation purchasing decision
  • 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. Tips for Selling to Gen Xs• Give Xers more control
  • 299. Tips for Selling to Gen Xs• Give Xers more control – Tend not to be team players
  • 300. Tips for Selling to Gen Xs• Give Xers more control – Tend not to be team players – Cringe at long-term commitments
  • 301. Tips for Selling to Gen Xs• Offer time-saving solutions
  • 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. Tips for Selling to Gen Xs• Present information in snippets, avoiding any kind of discourse
  • 304. Tips for Selling to Gen Xs• Brutal honesty trumps any click marketing and advertising
  • 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. Tips for Selling to Gen Ys• Never underestimate a Gen Ys reliance on technology for massive amounts of vacation information
  • 307. Tips for Selling to Gen Ys• Gen Ys are truly democratic
  • 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. 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. Tips for Selling to Gen Ys• Are open to all forms of communication
  • 311. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face
  • 312. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones
  • 313. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones – Text messages
  • 314. Tips for Selling to Gen Ys• Are open to all forms of communication – Face-to-face – Cellphones – Text messages – Instant messaging
  • 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. Three Simple Steps to Selling Travel Across Generations
  • 317. Three Simple Steps to Selling Travel Across Generations• Recognize that generations different from your own will buy from you
  • 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. 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. 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. Three Simple Steps to Selling Travel Across Generations• Learn how each generation buys from you
  • 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. 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. Three Simple Steps to Selling Travel Across Generations• Look for generational clues from your prospects and refine your approach to fit them
  • 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. 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. Final Thoughts
  • 328. Final Thoughts• Keep people in the proper generation
  • 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. 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. 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. 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. 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. Final Thoughts• Each generation responds to its own type of advertising
  • 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. 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. 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. THANKS FOR ATTENDING!!