Over the Christmas break, our family got together, like so many Australian families do. We were discussing the different generations in our family and how they use technology. At one point, I asked my sister “How would you make a hand signal for ‘Call me’?” and being the Gen-Xer she is, she held up her hand to her ear with her thumb pointing to her ear and her little finger pointing to her mouth. We asked the same of her GenZ daughter who said, “But I don’t want anyone to call me!” and thus this blog was born.
Each generation has grown up with different levels of technology that they have mastered (or ignored) and this affects how, when and why they communicate. If we, as marketers and sellers of travel products in Australia, want to communicate with these people, we need to talk to each generation in the way they feel most comfortable and to understand why.
So how do we set about communicating with each generation effectively?
The Silent Generation & Baby Boomers
Born 1925 – 1945 and 1945 – 1964 respectively (there’s a bit of cross-over here on the dates between these generations – so use this as a rough guide only)
Information technology in use as a child and young adult: Landline telephones, newspapers, encyclopedias, telegrams, brochures/catalogues, Black and White TV, Radio and radio entertainment, albums, and snail mail
Struggle with: Smart phones, new apps and technology. E-documents, e-mail (especially attachments or online forms), digital platforms in general, texting can also be difficult. This generation are the most susceptible to misinformation and scams as they come from a generation where the printed word was generally believed and trusted.
Most comfortable with: Telephone conversations, face-to-face conversations, letters in the mail, physical paper documents, TV and radio advertising on free-to-air channels, word of mouth recommendations of peers, physical brochures, newspaper advertising.
Social media: Many in this generation have mastered Facebook and use it to keep in touch with family and friends. They may have also learned WhatsApp or Facetime during COVID, but would more likely only use this with family or close friends. They enjoy talking about their past travel experiences and are likely to share the conversation with their friends. Make click through’s obvious as they give up easily if overwhelmed by the digital world.
Marketing recommendations: Stand out from the crowd with an old-fashioned mail out. Send brochures, offers and printed materials by snail mail and you can be sure they will be read by this generation. Make sure to introduce yourself, your company and your experience to them. Whilst they may struggle with email, they will probably have one email account that they do not check daily, so always follow an email with a call to check they have received it. This generation appreciates attentive service, so a call rather than text is considered politer and more appropriate for business. If you can afford it, television advertising on one of the free-to-air channels is also very affective.
TOP TIP: Always start out addressing this generation as Mr or Mrs/Ms Surname. If they tell you to use their first name, then you may, but keep addressing them with their title of respect otherwise.
Generation X
Born 1965 – 1980 (ish)
Information technology in use as a child and young adult: Landlines and mobile phones (first gen adult), faxes, pagers, Blueberry, computers/internet (first gen teenagers), snail mail, email, newspapers, radio, Colour TV, cable network TV (first gen), video arcade games, first home video games and consoles, Google (as adult) Facebook, blogspot, VCR’s, DVD’s, floppy disks, CD’s and walkmans/cassettes. (3)
Struggle with: GenXers really don’t struggle with too much but may lack patience with older technologies such as landlines and snail mail. This generation is tech-savy but not tech-dependent and can remember times both with and without social media and the internet. They may be the bridge also to their older generation parents who may struggle with some technologies. GenXers can be put off by excessive contact and may prefer less frequent marketing contact.
Most comfortable with: Email and phone call for business transactions and correspondence. Once a relationship is established, they appreciate a quick phone call rather than texting back and forth. They are probably the busiest generation looking after elderly parents and their own almost-grown children, so keep it short and to the point and respect their time constraints.
Social media: GenXers can be found on all platforms, but traditionally Facebook, Instagram, Pinterest, Linkedin and YouTube are where you will find more of them. YouTube may be used for DIY information (this is a practical gen), so thinking about where and why your travel product may be appropriate or of interest to them is paramount. So, for example, perhaps a GenX is learning Italian, then short Italian tour ads on YouTube targeted at Italian learning videos would be more affective at planting a seed and getting your brand remembered with this generation than say a nice picture on Instagram.
TOP TIP: Time is the most pressing issue for this generation. Dot points, comparison tables, quick visual images that can be saved and re-evaluated later (like maps) are excellent tools. As a travel professional, your service should save them time, not take up too much of it.
Millennials (or sometimes known as Gen Y)
Born: 1977 - 1995
Information technology in use as a child and young adult: Mobile phones and smart phones, Computers/internet (first gen as children), email, Google (as child), YouTube, Facebook, I-tunes, Gameboy, Nintendo consoles, Xbox gaming, Mobile phone apps, Ipad, Laptops and their development – witnessed the first explosion of the internet.
Struggle with: Millennials are the ultimate mobile generation with more owning laptops then desktop computers, their jobs and lives mean that they are not tied to one place, so websites that are not mobile/tablet ready can be frustrating for them. Not being able to easily message or text or being forced to call are uncomfortable for them.
Most comfortable with: Text and Social Media. This generation would rather use a social media platform or Messenger than speak to you in person or even go to your website. They are tech-savvy and will compare prices and offers. Responding quickly is the key to getting their attention.
Social Media: They are most active on Facebook, Instagram, TikTok with Twitter and Snapchat also in the running. (1) This generation will follow influencers and see themselves as part of a digital community as well as a real-life one. This generation is also aging and entering the parent-hood cycle of their lives or perhaps higher career goals and as such search parameters may be changing.
TOP TIP: Values are important to this generation, so sharing yours is important to them. Are you sustainable? Are you innovative? What do you offer that they can’t source themselves? Think about their age and interests right now and adjust accordingly.
Generation Z
Born: 1996 – 2009
Information technology in use as a child and young adult: Smart phones, e-readers, Skype, WhatsApp, 3D printing, Electric and Driverless cars, TikTok, Occulus and Virtual reality, Alexa, AI and ChatGBT, Fitbit, Blockchain and e-currencies (2) – This generation does not remember a time without the internet or technology.
Struggle with: Face to Face or in-person communication with strangers. While they are incredible communicators and they can combine emojis and text with ease, this generation may not answer calls at all. They may not even read texts or participate in WhatsApp family group chats. They are also quite distrusting of traditional media and other forms of information sourcing that are trusted by previous generations.
Most comfortable with: Messaging apps such as Snapchat, iMessage, Skype, Messenger etc. They are short, quick messengers and would prefer to send 10 short sentences with emojis than a single paragraph. Never call, always message. If you must call, message first to ask if you can.
Social Media: Tiktok, YouTube and Instagram along with messaging apps as listed above. This is THE Influencer generation, with followers of powerful influencers able to increase sales of their products with ease. This generation is distrustful of google and would prefer to get their search results and news from a social media platform. They are struggling to find honest answers to their questions online.
TOP TIP: This generation, more than any other, believes that social media affects how people see or perceive you. So, as a company or business entity, how are you being perceived? Is your website mobile and tablet friendly? Is it easy to message you via one of their preferred platforms? What are your ethics and ethos – do you offer experiences or places to visit that they can’t do themselves? Are you community minded? What about the planet?
The Social Spider remains dedicated to our very special clients in understanding their target demographic and helping them get the most out of each stage of the booking acquisition process. If you'd like some expert assistance for your social media and marketing needs, then speak to the team at The Social Spider today - Australia's Social Media Travel Industry Experts.
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