The Go Go Boomer Generation
May 25, 2016 8:34am
By Larry Mogelonsky, MBA, P. Eng. (www.lma.ca)
A recent newspaper articled dedicated to the financial requirements of retirees proposed a treatise on the matter with three key phases:
For the hotelier, the ‘Go Go’ generation represents a significant business opportunity, and the best of these three late-life phases. These are potential guests who are literally itching to get out and discover new things. Free of kids and other serious obligations, you should consider these individuals as a primary leisure target audience. To put some better definition to the core of this demographic, think of them as:
Many hotels are missing the boat insofar as reaching out to this narrow slice of baby boomers. In a sales vernacular, these individuals are ‘low hanging fruit’. In looking at leisure segment marketing, consider restricting your offers to midweek or low occupancy periods. In case you need to light a blowtorch to your marketing team’s finely coiffed hair, here are some ideas to package:
Insofar as creating awareness for your promotions, consider adding some traditional media in the mix. Your marketing team may show reluctance as the KPIs for newspaper and radio are harder to measure over Google Adwords. But give it a try and see what you can deliver...you never know how success this will be until you try!
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One of the world’s most published writers in hospitality, Larry Mogelonsky is the owner of Hotel Mogel Consulting Limited and founder of LMA Communications Inc., an award-winning marketing agency based in Toronto. His experience encompasses hotel properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Larry is also a principal of Cayuga Hospitality Consultants and is on several boards for companies focused on hotel technology. His work includes three books “Are You an Ostrich or a Llama?” (2012), “Llamas Rule” (2013) and “Hotel Llama” (2015). You can reach Larry at email@example.com to discuss hotel business challenges or to book speaking engagements.
Contact: Larry Mogelonsky
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