Sam Patton, founder of travel-focused digital marketing agency The Social Spider, says that the travel industry needs to start focusing on Gen X as the reign of boomers comes to an end.
Patton said high-spending Gen Xers aged 40-60 would soon replace cashed-up Baby Boomers aged 60-80 as the best prospects for travel purchases, particularly for high-end products, with research showing a marked decrease in the willingness of Boomers to travel, especially overseas.
“Gen X already spends the most of any generation,” explained Patton. “They have or have almost finished supporting their children and are freeing up time and funds for some much-needed ‘me time’.
“In contrast to Baby Boomers, Gen Xers are adventurous, sophisticated, educated, fit, heath-conscious and independent. They’re also big on luxury, pampering, work/life balance, ethics, sustainability, nature, learning and honesty. They like double the free time as Boomers while on tours or holidays so they can catch up on work online and explore on their own.
“Over the next 10-14 years, Baby Boomers will start to retire their passports and stay at home more so it’s time now for the travel industry to start focusing more on the next generation, which is Gen X,” said Patton, a Gen X herself. “Gen Xers are busy and dislike complex or long emails or texts or hidden costs. They like open, short and direct communication, with punchy, visual-focused newsletters, Facebook and You Tube ideal methods of reaching out to this generation with a focus always on clear value.”
Patton’s new social media and digital marketing agency for the travel industry, The Social Spider , has released a detailed blog on the looming demise of the Baby Boomer market and rise of Gen X, with advice on how to create travel product for Gen X and how to communicate with Xers.
“As a Gen X myself, I am in tune with the next big market for travel and can help our travel industry clients reach out to this segment”, Ms Patton said.
Backed by more than three decades of experience in the Australian travel industry as a travel agent, product manager, marketer and social media professional, Sam Patton, and her journalism graduate son, Noah, 24, recently launched The Social Spider to assist travel agents and other travel companies who need help with their social media management and digital marketing, especially smaller travel agents and companies.
