If you’re like so many Australian Travel Industry professionals, Baby Boomers have been your main marketing demographic for at least a decade. With cashed-up Baby Boomers reaching an age where they are considering slowing down or not travelling at all, we as an industry, must turn our skills to the next generations coming through. Namely Gen X and Millennials.
Which Gen is What?
Baby Boomers – born 1944-1964 – currently aged 60-80
Gen X – born 1965 – 1980 – currently aged 44-59
Millennials – born 1981 – 1994 – currently aged 30-43
Gen Z – born 1995 – 2009 – currently aged 15-29
What do we know…
According to the ABS.gov.au website, Australians aged 74 or older show a marked decrease in their willingness to travel 1 . So, while we still have about 14 years to go before some of our Boomers hand in their passports, it’s time to really start to focus on the up-coming generations.
Who is Gen X?
Making up 19.3% of Australia’s population (2) (compared to the 21.5% each for Baby Boomers and Millennials), you may think that this is a smaller less important sector of the Australian travel industry’s potential customers. In the United States, Gen X actually spends the most of any generation. Most in the age group have or are almost finished supporting their children and freeing up time and funds for some “Its All About Me Time”.
Characteristics of Gen X
Expert DIY’ers – this generation does not want it’s hand to be held. It wants freedom to learn and do it themselves. This should be important in the tour/product offering and also to be wary of them ‘doing the same thing themselves, only cheaper’ mentality.
Casual – Gen X introduced ‘casual Friday’ to the workplace and then kept it in all week. Keep it relaxed and fun for this generation.
Work-life balance – Gen X invented this – many say in response to their workaholic Baby Boomer parents - so many may like a holiday that allows them some free time to catch up on work online
Tech-savvy but not tech-dependent – so marketing and campaigns that are based on saturation, may not work – but testimonials from trusted sources will and even an old-fashioned mail drop, may help you stand out.
Fiercely independent – Gen X is the original latch-key kids – and this bred a resourceful independent nature. It’s better to plant a seed and let it grow, than force the issue.
Learning forever – including learning experiences into your travel product itineraries is a must – learning to cook, read a foreign language (within reason), grow things, paint or sculpt, crafts or attend lectures by interesting people are all very attractive to this gen.
Cynical – raised on ‘1984’ by George Orwell, Gen X’ers tend to be cynical about authority and the world in general – this is why they aren’t as active on social media platforms – they would rather watch others make gooses of themselves than do it themselves. That doesn’t mean they aren’t watching though…
Planet carers – unlike boomers – many of whom are still wondering why climate has changed, Gen X are very much aware that it has, and that it is humanity’s fault. So, any program that gives back in some way to the planet, community or wildlife is worth talking about to them.
It’s All About Me Now – the chicks have flown the coop (or the ones at home can make their own toast), and with responsibilities to others diminishing, this generation is ready to have adventures. Generally aged between late 40-60’s, they tend to be fit and able to do more on a holiday in the active sense. Stairs, hikes, swims, snorkels, zip-lining, hot air ballooning and even bungy jumping are not off the table – add some excitement. Think also health/beauty tours – somewhere where they can spend time and money on themselves.
Tough and proud – raised by Boomers who were not helicopter parents, Gen X has a scrappy side to their nature that learning lessons from your piers produces. Do not talk down to them or underestimate them, this generation deserves respect.
How do Gen Xers consume marketing and media?
Social Media platforms: Although you can find them on all platforms – these are the most common: Facebook, Instagram, YouTube, Pinterest, Linkedin. But Youtube and Facebook is where they are most active.
Mobile vs Desktop: Mobile - but they prefer text and email as communication avenues – until they are ready to book, then phone is the best option – but always ask first via text – they are a busy generation.
Respond well to: Images and images with text. Diagrams showing comparisons and inclusions with values also do well. Maps for travel tours are very effective. Loyalty campaigns.
Dislike: Heavy on text communication – keep it short and punchy. Over-active notifications on apps. Too many emails. No prices on sites or in marketing. Hidden costs.
What’s important to Gen X:
Family (even sharing experiences with grown children can be attractive), whether that be travelling with them, or being able to keep in touch with them. Don’t forget they are wedged between two generations and taking care of all of them.
Health and weight loss – as middle age approaches, this becomes more and more important to maintain a good quality of life.
Value (Gen X will pay more if the product is better or they are receiving more – especially if you can prove it)
Ethical companies who treat their staff and the environment well
Honesty and integrity in marketing and product delivery
Directness – no wishy-washy messages.
Work – They are mostly still at work – many reaching the pinnacles of their careers at this time, but many can work remotely or are looking to start working/travelling at the same time.
Loyalty - but real loyalty – old customers to be given preference and offers not available to new customers
Adventures – don’t take them to the same old places please
Free time to relax or explore independently – always pepper in double you would allow for a Baby Boomer
What’s Attractive to Gen X
Childhood nostalgia (think Donkey Kong and “choose life” t-shirts) – Places like Japan where they can indulge these memories at Mario World etc are perfect.
Friendships and connecting with others – Gen X are good communicators and like face-to-face contact with their friends.
Learning new skills and having new experiences
Pampering and health/beauty
Fitness and activities in nature
Free time to explore independently
Longer tours with optional activities
Tour Concierges instead of Tour Guides – someone to give advice, not mandate activities
A growing interest in luxury brands (Gucci’s top audience is Gen X for example) (3)
Marketing to Gen X
Generation X: Maximizing Value
From Forbes USA - Businesses find it difficult to categorize or approach Gen X from a marketing standpoint. They are among the most sophisticated and educated consumers today. In the U.S., 35% of Gen Xers hold degrees, whereas only 19% of millennials do. They understand the meaning of value and are more likely to stay loyal to a specific brand.
Ramp up your newsletters (digital and physical). Be sure to take advantage of direct mail to make your brand messages stand out, as opposed to being crammed together with hundreds of others in an email inbox. However, avoid putting them off with a thick wall of text. To maximize engagement, incorporate visuals to address their pain points and summarize key takeaways. You can also offer incentives.
Prove value through practicality. Gen Xers appreciate straightforward messaging that stresses the need for a product. The faster you deliver this information, the more likely you are to close conversions, which is why most infographics are designed to condense in-depth data into a more digestible, readable and actionable. Remember, these are people already support children and their retired parents. Leverage cost and efficiency comparisons between similar brands to make your brand offerings more appealing. For example, you can develop a side-by-side comparison checklist or a Venn diagram to illustrate the advantages of your product over more expensive competitors. Highlight the cost differences at the end to emphasize the value they can get out of your brand. (4)
So, how will you tailor your travel business to the new growing market of Gen Xers? We here at The Social Spider are working with our valued clients to help them move seamlessly into the next generation of travel.
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Great read! Thoughtful insight into preparing for the not too distant future 👌