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Educational Travel: Connecting Vibrant Boomer Women


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In this slide show, you will find the latest travel survey results from Vibrant Nation--the leading online community for Women 50+. For instance, 65% prefer sightseeing with moderate or extensive physical activity and 71% use Web for travel research.

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Educational Travel: Connecting Vibrant Boomer Women

  1. 1. Educational Travel: Connecting Vibrant Boomer Women Carol Orsborn, Ph.D., Senior Strategist [email_address]
  2. 2. vibrant nation is the growth market <ul><li>Vibrant Women = Smart, successful women 50+ </li></ul><ul><li>Source of majority of demographic growth and spending in 2010s and beyond </li></ul><ul><li>Boomer households spend $10,000/year more </li></ul><ul><li>Boomer women influence 80% of $2.1 trillion of Boomer purchases — more than any other segment </li></ul><ul><li>Vibrant Women control disproportionate share of this share </li></ul>
  3. 3. vibrant women’s connections keep growing <ul><li>Average active 30-day personal network for Vibrant Women is 48 </li></ul><ul><li>Most highly-connected (1/3 of study) have 99 personal contacts </li></ul><ul><li>Majority of Vibrant Women report that network is still growing </li></ul><ul><li>Fastest-growing population on Facebook: Women 55+ </li></ul><ul><li>First generation of women whose connections keep growing as they age </li></ul>
  4. 4. technology’s role in her expanding social universe <ul><li>71% use Web for travel research </li></ul><ul><li>Technology lowers bar to getting/staying connected </li></ul><ul><li>Continued presence in workplace keeps her networked </li></ul><ul><li>Increased mobility elevates the need for structured communications </li></ul>
  5. 5. Travel & Educational Travel Survey <ul><ul><ul><ul><li>76 % already have trips planned for 2010 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>71 % decide where to travel by themselves; 20% make that decision with their spouse/part ner </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Conducted by in January 2010 </li></ul></ul></ul></ul>
  6. 6. Travel & Educational Travel Survey <ul><ul><ul><ul><li>42% spend more than $2,500 per person; 58% spend up to $2,500 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>52% say they spend 10-20% more for educational components </li></ul></ul></ul></ul><ul><ul><ul><ul><li>65% prefer sightseeing with moderate or extensive physical activity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Conducted by in January 2010 </li></ul></ul></ul></ul>
  7. 7. segmentation of the vibrant woman consumer market
  8. 8. the self-interested spender
  9. 9. <ul><li>You know what you want </li></ul><ul><li>You deserve to have your needs/interests taken seriously </li></ul><ul><li>You don’t care about what others think of your decisions </li></ul><ul><li>You’ve earned the right to your opinion </li></ul>messages that work
  10. 10. messages to avoid <ul><li>“ They’ll love you for it…” </li></ul><ul><li>8 out of 10 experts recommend </li></ul><ul><li>50 is the new 30 (say 50 is the new 50) </li></ul><ul><li>To visuals of older men with younger women </li></ul>
  11. 11. the simplicity seeker
  12. 12. <ul><li>You set your own standards for what it means to be successful </li></ul><ul><li>You trust your gut </li></ul><ul><li>You seek balance </li></ul><ul><li>This is about value not discounts </li></ul><ul><li>You are discerning and selective </li></ul><ul><li>We know we can’t fool you </li></ul>messages that work
  13. 13. <ul><li>You deserve it </li></ul><ul><li>More is better </li></ul><ul><li>You need this to achieve your goals </li></ul><ul><li>This is what you’ve been missing </li></ul>messages to avoid
  14. 14. value endorsers “ I only make travel decisions based on what’s good for the environment and the world”
  15. 15. <ul><li>We do more than talk green…we embody it </li></ul><ul><li>Your opinion matters </li></ul><ul><li>We respect you </li></ul><ul><li>We share your concerns </li></ul><ul><li>We ask for your support </li></ul>messages that work
  16. 16. <ul><li>Indulge yourself </li></ul><ul><li>It’s your turn </li></ul><ul><li>Don’t worry yourself about the </li></ul><ul><li>environmental/societal costs </li></ul>messages to avoid
  17. 17. segments according to maslow value endorser: simplicity seeker: self-interested spender: experiential indulgers: other pleasers: actualized evolving the norm progressing least developed
  18. 18. learn & contribute I’d like to organize a VN group cruise. Anyone interested? We'll take a poll - where you would like to go and when? I think it would be great to have a group of women 50+ get together. -babbsy Can anyone organize this? I am a single traveler and would love to have some company. I have no problem with destination, will go anywhere. -miami to babbsy
  19. 19. desire to learn We're planning on going to Cuba this Christmas holidays, any tips, suggestions, places to avoid, I was trying to search, but Varadero Cuba is not a recognized place, any tips? -homestaymom I still believe that encounters with tourists helps the Cubans more than it hurts them. I am taking 32 people to Havana in Feb. and all of them will bring supplies...and good will. -Fela to homestaymom
  20. 20. defying stereotypes If you could travel anywhere and money were no object, where in the world would you go? I would love to go to Barcelona. My grandparents were Spanish and I've always wanted to see where my family is from and explore the culture. -Jillzy I have 2 places I would like to revisit again and again  Lhasa, Tibet and Cairo, Egypt. I would just soak up the energy, love, and kindness of the people. Oh and of course EAT and EAT! -CeeJe’ to Jillzy
  21. 21. cutting across all the segments <ul><li>Filter and simplify </li></ul><ul><li>Provide her with authentic value </li></ul><ul><li>Offer her customization </li></ul><ul><li>Feed her attention to details and service </li></ul><ul><li>Humanize the experience </li></ul><ul><li>Make it meaningful </li></ul>
  22. 22. questions & answers