Baby Boomers in Travel: Communication and Marketing Strategy Analysis

This paper examines communication and marketing strategies within the travel industry specifically targeting baby boomers, the generation born between 1946 and 1964. It highlights the characteristics of baby boomers, including their strong work ethic, self-assurance, competitiveness, and goal-oriented mindset. The report emphasizes the importance of providing authentic local experiences and opportunities for learning new things to attract this demographic. It also distinguishes between "old at heart" and "young at heart" segments within the baby boomer generation, recommending tailored approaches to cater to their diverse preferences. Safety considerations are crucial, and effective communication channels include traditional social media platforms like Facebook and Twitter. The paper suggests focusing on family-oriented tour packages and clearly outlining all activities in the tour package to enhance appeal. Ultimately, the report concludes that ethical communication and valuable offerings are key to engaging baby boomers in the travel industry, encouraging them to explore new cultures and places.

Communication and marketing in the travel industry –
Baby Boomers
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Table of Contents
Introduction.................................................................................................................................................2
Main context................................................................................................................................................2
Conclusion...................................................................................................................................................3
References...................................................................................................................................................4
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Introduction
Baby boomers are the generation that was born between 1946 and 1964, and they are the largest
generation in the US history. The paper focuses on the communication and marketing strategy of
the travel industry for this generation.
Main context
Baby boomers are considered to be the largest learning generation today as the new retirees leave
the workplace as well as look up to the new skills. The characteristics of this generation are quite
fascinating as they have a deep love towards the workplace and their duties (Choi, DiNitto,
Marti, & Choi, 2016). The primary characteristics of this generation are that they follow strong
work ethics, then they are self-assured, very competitive and also goal-centric, mentally focused,
team-oriented and most importantly they are very disciplined.
Attracting the baby boomers generation for the tour and travel industry is quite challenging as
they are experienced and also aged. For the tour and travel industry baby boomers are the big
audiences, and for that, it is essential to maintain an active communication as well as marketing
strategy. The primary strategy to attract the baby boomers is to provide them the service where
they can get authentic local experience and also learn new things (Wen, Tsai, & Bai, 2016). For
the tour and travel industry, it is essential to maintain the facts that they are providing the
educational as well as the cultural tour.
In the baby boomers generation, there are two kinds of people; one is "old at heart," and the other
one is "young at heart." The former group does not consider great adventure, but the layer group
always seek for this service. It is essential for the travel industry to discuss the wants of baby
boomers and also their experience in understanding the need of the people (Patterson, Sie,
Balderas-Cejudo, & Rivera-Hernaez, 2017). While providing service to the baby boomers, it is
essential to maintain safety as compared to other generation. To reach this generation and
communicate with them effectively the best place is Facebook and Twitter which is one of the
traditional social media in the present era.
For the travel and tourism industry, the primary thing is to focus on the various activities that
could be performed by the baby boomers in their trip. The best strategy is to describe all the
activities in the tour package so that this generation can figure out what they are going to
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experience with their trip (Naidoo, Ramseook-Munhurrun, Seebaluck, & Janvier, 2015). The
most important thing is that baby boomers are very much closer towards their family and for that
providing the tour package for the family trip is quite adequate for this generation. This will
allow the travel industry to attract the attention of the baby boomers for their tourism package.
Conclusion
The paper concludes that the baby boomers are quite simple and to communicate with them, the
best thing is to maintain the ethic and provide valuable needs to the people of this generation.
The paper also concludes that the baby boomers are very much keen to learn a new culture and
explore new places with the help of the tourism industry.
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References
Choi, N. G., DiNitto, D. M., Marti, C. N., & Choi, B. Y. (2016). Sociodemographic
characteristics and health status of lifetime abstainers, ex-drinkers, bingers, and
nonbingers among baby boomers and older adults. Substance use & misuse, 51(5), 637-
648.
Patterson, I., Sie, L., Balderas-Cejudo, A., & Rivera-Hernaez, O. (2017). Changing trends in the
baby boomer travel market: the importance of memorable experiences. Journal of
Hospitality Marketing & Management, 26(4), 347-360.
Naidoo, P., Ramseook-Munhurrun, P., Seebaluck, N. V., & Janvier, S. (2015). Investigating the
motivation of baby boomers for adventure tourism. Procedia-Social and Behavioral
Sciences, 175, 244-251.
Wen, I., Tsai, H., & Bai, B. (2016, May). Glo1657 Examining the Impacts of Information
Overload and Consumer Confusion on Communication and Decision-Making in the
Travel Industry. In 2nd Global Tourism & Hospitality Conference (p. 67).
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