SENIOR TRAVEL MYTHBUSTERS

Be prepared to challenge and shift your

thinking as we smash commonly held seniors

travel myths

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So what are they good for?

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SO WHAT ARE THEY GOOD FOR?

• They are the tourism industry’s guardian angels, they will look after you if you look after them

• Filling low / shoulder season

• Most don’t want to travel in peak season (unless with family)

• Want to equally travel around Australia and overseas

• so no ‘luxury escapes effect’, they are coming anyway

• Open to deals, available to your marketing and advertising….there for the taking if you target correctly

• Accessible with a willingness to buy

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MYTH #1SCARED / OUT OF TOUCH WITH TECHNOLOGY

• This used to be true of the silent generations (now in their 70’s and 80’s) who slipped into retirement before PCs made it to the workplace

• When computers first arrived in workplaces, baby boomers had to learn to use them.

• Very comfortable using technology, mobiles, tablets

• Youtube ads – they actually watch your videos

• Massive mobile usage in destination.

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• Overwhelmingly see technology as having a positive impact on their lives.

• They tend to be open-minded individuals, always connected and more than happy to spend

• In the US, Boomers spend more time (and money) on technology than any other generation, likewise representing some of the savviest ecommerce customers.

• In fact, 70% of boomers report making at least one purchase from Amazon monthly.

Technology

http://blog.hellosocial.com.au/blog/marketing-to-baby-boomers-on-social-media, https://www.aol.com/article/finance/2017/02/13/baby-boomers-love-these-5-brands/21712910/, Synchrony Financial

MYTH #2THEY DON’T USE THE INTERNET MUCH FOR TRAVEL RESEARCH

• This sector is perhaps the most sophisticated and heaviest online travel researchers I have seen.

Implications

• Massive implications for customer journey marketing

• User experience

• Content marketing

• Same, same content won’t cut it. New news, interesting content.

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Internet search for travel

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“I tend to research very thoroughly. I would spend days spread out over weeks. It becomes a mission and I lock down quite specific details . I also like to plan options in case things don't work out as originally planned from my desktop”

“Lots of time in the lead up to a holiday, it's sort of foreplay. (Sorry)”

“100s and 1000s of hours!. I'm afraid I am a frustrated travel agent with a penchant for finding the best authentic deal.”

It can also get heavy in destination as travellers take of

armed with an array of devices…

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“I've gone from Lonely planet guide books in the 80s to now

with mobile data. It's become easier to access more affordable

data so I'm on the mobile all the time. Mostly it's Google maps

as I've usually researched everything before I've left. I've also

used Google translate a little. If it's a city I usually pop onto

the time our website to see what's happening, eg exhibitions,

smaller theatres , local events. I use lots of apps for getting

around on public transport, taxis and Uber or the countries

equivalent of uber also to find share bike racks, and often my

hotel! And finally I had the mobile to find people in my group

and to meet independent tour guides”.

It can also get heavy in destination as travellers take off armed with an array of devices…

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“I take my laptop rather than a mobile phone with me, ask locals for advice, and keep my eyes peeled for anything that tickles my fancy. I also google restaurants to see what's looking good. Other than that I sometimes just follow my nose”

“…mainly the internet as I think it can be less biased. I will look up info on my phone or laptop for a whole range of things such as maps, opening/closing times, taxi, train or bus. I use hotel guest services from staff”

“I use TripAdvisor on both my phone and iPad for tourist information and restaurant reviews”

“Mobile phone and an iPad, so I opted to buy a local sim for my device to do search on arrival and to access transport apps etc. I find my mobile and iPad the best as not too bulky and are great for photos and my social reviews on TripAdvisor or IGand FB as I travel we go and make up an itinerary. We use our phone to navigate to walking and driving destinations. “

MYTH #3THEY DON’T BOOK OR PAY ONLINE

• The over 55 market is not only heavy researchers of travel online, they are booking more online than this researcher has ever seen before

• As they become more confident

• They have the time to research heavily

• As the group feel empowered, in control and confident in their online savvy

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Online payments

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• Virtually no barriers to paying for large travel purchases online via credit card or paypal

• When they didn’t pay online, it was usually because they booked bits or all of it with an agent

• Highly knowledgeable and sophisticated online shoppers who were willing to make big ticket purchases such as travel

• As they become more empowered with the knowledge, more aware of scams and more confident in the supplier

• Favour ‘reputable’ brands and understand that booking direct with a supplier allows for easier access to change

Book and pay online

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“I always pay on credit card and if there is a Paypal option, I will use that every

time, as it is safer and you don’t get charged the conversion fee”

“I use different cards”

“ I use Paypal as it is more secure and I want to avoid skimming”

“I have a separate card for travel and just top it up when I need to”

MORE SECURITY SAVVY THAN YOUNGER GENERATONS

“Sometimes I'll google the latest tourist scams in that city so I'm aware of what is going on. As

scams change all the time I just want to be

up to date on that kind of stuff. I'll also google

the price for taxi so I don't get ripped of”

13https://www.businessinsider.com.au/theres-one-crucial-area-where-baby-boomers-are-way-more-tech-savvy-than-millennials-2016-8

MYTH #4LIKE TO BOOK WITH TRAVEL AGENT

• Shift in behaviour – they are more likely now than in the past to do their own researching, planning, booking

• Confidence increases with hundreds of hours of research

• When they do use a travel agent, it is preceded with many hours of own research on the internet

• Travel agents used when:

• Friend or relative a travel agent

• Push closer to the silent generation

• Have used the same agent for many years

• Complex itineraries

• Large groups such as intergenerational travel

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Travel agents are at risk

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“Booking travel has changed since i booked my first trip in 1984. EVERYTHING was done through a High Street Travel agent / using a Travel Company brochure. You put all your trust in them too as you had no real way of knowing where they will send you would

be any good, and unless the travel agent had been there themselves they probably didn't know either so you would have

to trust the Brochure of the Travel Company. This travel was usually a Package Deal too, all inclusive. Other times I just jumped

on a plane somewhere and worked out the rest when I arrived. The plus side of the above was it was a one stop shop with a

dedicated travel agent, and they did all the hard work.

Now I do everything myself via the Internet, the plus side of this is obvious, the downside is you have to do all the work and you

might get it wrong! On saying the above I would definitely use a travel agent again in the future, if I traveled a lot more than I do

currently (I am not travelling much at the moment)

I usually book everything separately. Flights I usually choose a reputable airline like Qantas and book direct. Hotel I will usually book direct or through a reputable 3rd party like Booking.com”

MYTH #5THEY ARE NOT ETHICAL TRAVELERS

• “I try to find 'fair trade' activities - those that will benefit the local community. I search 'ethical travel', NGOs”

• Tend to be single women (but not always)

• Concern about future generations

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MYTH #6WANT TO TICK OF MAIN BUCKET LIST SITES

• It’s all about locals, getting to know the locals. These provide the best and most memorable experiences

• Culture and heritage

• Domestic and International travel

• Looking for a variety of experiences

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“I love stumbling into something new, exciting and enjoyable. We have great cities in Australia but getting off the beaten track can be one of the most rewarding things you can do. All those hidden gems that you pass along the way remain untouched if they are not on your direct route.

There is great joy in experiencing this. Locals have pride in their communities and what the can offer you and meeting interesting people who share their lives and stories with you is what memories are made of. I like unique experiences and go out of my way to discover what is on offer where ever I go’

“We recently drove up to the Mt Isa Rodeo as it always attracted my attention, as an iconic Australian event, surprisingly it was the towns we visited on the way that we really enjoyed. Rural towns across the country and trying to reinvent themselves to attract people to visit them and I am keen to visit as we can learn so much more about our great country by learning about the people and what it is they do…”

The locals and immersion

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• Travel for me is very much to a journey of discovery, a brief look at the lives of peoples in different parts of the world whether working or the people you met at local shops, tourist sights or your fellow travellers.

• I was born in the country and love going back exploring small country towns, rifling through antique stores, sampling homemade cakes, jams and sauces and having a pub lunch at the local.

• Experiencing the culture, the food, the people is one of the many pleasures of travelling abroad

• Getting to know the locals, the best recommendations come from those who know. I have never been disappointed with any recommendation from locals whether it be a great fishing spot, a great vista, or somewhere great to eat.

• Walking in the shoes of the local people. Being on the ground and being guided by someone familiar with the area.

• To get to know the locals somewhere sharing their company and life style for a while would makes me feel they've touched my life.

Locals

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• Authentic

• Quirky

• Fun

• Local immersive

• Meet the locals activities

• The local scene:

• Theatre

• Art

• News

• Markets

• Meaningful

• Humbling

Looking for variety of experiences

• Educate and learn

• Culture and heritage

• History

• Food and wine

• Appealing to the senses

• Natural environment

• Animals and wildlife

• Personal enrichment

• Facilitating Friendships old and new

• Family

“My younger self would seek more party type activities to meet rowdy loud folk. My more mature (but still young at heart) self seeks a deeper understanding and connection from travel.”

Enrichment

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• “If I didn't travel I would take too much for granted and become complacent and that is not for me. So my trigger for travel is my desire to learn and experience things outside myself. People work so hard in some places just to make ends met, so this reminds me how life as afforded me an education, employment etc so travel is good for our soul and our compassion”.

Airbnb experiences

• Offering immersive experiences off the tourist track

• In people’s homes

• Can offer a walk on the wild side with a local

• Getting to know the locals

• Authentic experienceshttps://press.airbnb.com/proving-age-is-just-a-number-airbnb-seniors-lead-experiences-growth/

AIRBNB EXPERIENCES23

AIRBNB EXPERIENCES24

MYTH #7NOT INTERESTED IN INDIGENOUS CULTURE & HISTORY

• Big shift on previous research

• Interested in both Australian and overseas

• Open to staying with indigenous communities, immersive experience

• Reference to learning and education

• Opportunities for city and regional experiences

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MYTH #8 USE IMAGES OF SENIORS IN MARKETING TO THEM

• I need to place images of people that look like them in my collateral, on my website…everywhere if I want to attract this market

• Aging is a social construct created in the last century

• We were born with limited amounts of vitality….you use it, you lose it

Implications

• Outsource the job, NOT the responsibility. Ensure your staff or your ad agency knows the brief.

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Ad account executive brief is:Create fb ad for adventure walking company for seniors market

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Yeah, my grandpa loves

walking, I know the perfect pic

I look like this But my attitude is this...

MYTH #9LOOKING FOR LOW KEY

• Several respondents spoke of having their ‘dive tickets’

• Walking, bushwalking, cycling

• Being at one with nature “without being too huffy puffy”

• Humbling nature experiences

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MYTH #10“WE CANT COMPETE WITH INTERNATIONAL DEALS AND DESTINATIONS”

• There is no competition like we might see with families or millennials because +55’s are choosing both

• They are NOT choosing one over the other when it comes to international and domestic travel.

• The are equally as excited in both.

• Planning

• Booking

• In destination

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