• Understanding key generations

• Travel trends by generation

• Approach to planning travel

• How marketers are reaching these generations

Gen Y

1979-1999

8-28 years old

84 million strong

28% of population

Duty

Complexity

I must earn it

Generation X

1965-1978

29-42 years old

55 million strong

18% of population

Self-reliance

Balance

I need it

Baby Boomers

1946-1964

43-61 years old

78 million strong

26% of population

Individuality

Self-fulfillment

I deserve it

Every day, 10,000

Boomers turn 55

For the next seven years,

10,500 will turn 21 every dayCurrently the dominant

family-rearing generation

Matures

1920-1945

62-87 years old

40 million strong

12% of population

Security

Self-sacrifice

I owe it

WWII vets dying at a

rate of 1,056 per day

Defining Events

• Farm life

• Great Depression

• Roosevelt’s New Deal

• World War II

• GI Bill

• Korean War

Values

• Discipline

• Hard work

• Dedication & sacrifice

• Respect for authority

• Duty before pleasure

• Honor

• Patriotism

• Loyalty

The greatest generation

Defining Events

• Civil rights & women’s rights

• Rise of communism

• Woodstock

• Space travel

• Political assassinations

• Vietnam War & the draft

• Watergate

Values

• Optimism

• Teamwork

• Conformity

• Opinions

• Personal gratification

• Personal growth

• Work/jobs

The me generation

Defining Events

• Fall of communism

• Gulf War

• High divorce rates

• Space Shuttle Challenger

• AIDS epidemic

• 1987 stock market crash

• The mall

Values

• Family

• Self reliance

• Entrepreneurialism

• Fun

• Informality

• Convenience

• Balance

– Work to live, not live to work

The family generation

Defining Events

• Columbine

• Oklahoma City bombing

• Instant access technology

• Clinton-Lewinsky

• September 11th & terrorism

• Hip-hop

• Rodney King & O.J.

Values

• Optimism

• Individualism

• Self-confidence

• Achievement oriented

• Respect for authority

• Respect for diversity

• Integrity

• Drawn to civic duty

• Education

The next greatest generation

• Rural America

• Historical appreciation

• Botanical

• Luxury birding

• Extended stay

• Vacation clubs

• Open road

• Grandtravel

• Exotic destinations

• Second honeymoon

• Fantasy camps

• Ritual free

• Functional hotels

• On the fly

• Camping

• Ruggedless adventure

• Babymoon

• Girls only

• Destination status

• Voluntourism

• Green

• Short burst

• Indulgent extras

…

Internet

• Established online players versus user-generated

content for research

• Boomers more comfortable than Seniors to make the

online purchase

• First generation travel Web sites for booking travel

• But still want the option to talk to a human with

questions and concerns

• Web 2.0 – want to know others’ experiences

• Enjoy booking travel themselves

• Treasure hunt for best deals

• Tend to window-shop

• 3,796 Tourism

• 6,048 Vacation

• 56,253 Travel

– 5,169 family travel

– 1,490 adventure travel

– 1,096 beach travel

– 374 leisure travel

– 284 golf travel

– 219 exotic travel

– 160 eco/environmental travel

– 72 culinary travel

– 51 historical travel

–

–

“We have your missing button.”

“Don’t burn your tongue.”

–

–

–

“The only image of Israel that young men have in

their minds from the last five years, since they

were 12 or 13 years old, is of conflict, of the

intifada, of buses blowing up. We want to show

them that Israel is not a one-dimensional place of

just wars and politics and conflicts.”

–

“Unfortunately, some things don’t stay in Vegas.”

“For more fun and less trouble, come to the track.

You’re this close to winning.”

dstutts@luckie.net

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