Accommodations Cater to Vacationers Over 50 With New Focused Advertising

Skift Take

For too lengthy, the golden rule in journey advertising has been to shrink back from visitors of their golden years. It is time to put age earlier than magnificence in journey advertising and reprioritize accuracy over the aspirational.

The brawny, bearded and tattooed man in Prolonged Keep America’s advert titled Summer time Journey Awaits appears to be like at first look like a hipster seaside boy. However give it a re-assessment, and his crow’s toes reveal a person eligible for Medicare who’s desirous to catch the following wave as a substitute of grabbing a walker.

Prolonged Keep America isn’t the one lodge model looking for to faucet into the massive market of mature vacationers, with 67 p.c of People age 50 or older saying they’d made journey plans for 2022. Courting that that massive and profitable demographic represents a chance for a sea change for entrepreneurs, who’ve sometimes written off mature shoppers as mounted of their journey habits and model preferences.

So a couple of daring manufacturers are flipping the standard script of journey promoting, and that includes extra than simply younger {couples} and households. Right here’s how three manufacturers are shining a highlight on visitors over age 50.

Charlestowne Accommodations

Every of Charlestowne Accommodations’ properties employs a distinct technique to draw older visitors. The HarbourView Inn in Charleston, South Carolina launched a marketing campaign that includes a video it believes showcase the sentiments its visitors have throughout their stays.

“For this shoot we deliberately used extra senior fashions to show how all forms of visitors are welcome at our properties,” mentioned Jennifer Jost, Charlestowne Accommodations’ company director of promoting technique. “Boomers are keen and adamant vacationers.”

The HarbourView says it noticed a 20 p.c enhance in on-line bookings for visitors older than 65 after posting the video on Fb and different focused channels. However Jost believes that it’s vital to take a look at additional avenues to achieve the demographic that accounts for 38 p.c of the corporate’s complete income.

“We’ve discovered that Boomers are far more lively on Bing than Google in comparison with different generations. (Bing) has a a lot increased return on advert spend than different avenues of search,” Jost mentioned.

In the meantime, the Collector Luxurious Inn & Gardens, one other Charlestowne Accommodations’ property, has launched an e-mail marketing campaign titled Grown Up Saving that gives particular charges for weekday stays, the Collector’s conventional downtime.

Prolonged Keep America

Prolonged Keep America unveiled a video titled Keep Awhile that incorporates a couple of their early fifties staying in considered one of its properties. However whereas journey campaigns for an growing old viewers largely showcase {couples} having fun with their twilight years in a relaxed method, Prolonged Keep chosen the aforementioned surfer to seem outstanding in its Summer time Journey Awaits advert.

“Journey and exercise in seasonal leisure campaigns resonate properly with any age group,” mentioned Kelly Polling, Prolonged Keep’s government vice chairman and chief industrial officer.

The surfer showing in Prolonged Keep’s advert (Courtesy: Prolonged Keep America)

Finest Western Accommodations & Resorts

Finest Western takes the idea of an lively older grownup to a complete new degree with advertising focused to those that prefer to hit the street. The chain has a partnership with motorbike producer Harley Davidson that gives a ten p.c low cost to members of Harley House owners Group. Finest Western additionally allows AARP members to get a 15 p.c low cost.

“We all know touring motorbike house owners skew older, so now we have content material round that group,” mentioned Jay Hubbs, Finest Western’s vice chairman of promoting, advertising, innovation and analytics, concerning the supplies which have appeared within the firm’s Journey Zone weblog and on TV advertisements.

“Individuals using these are usually unencumbered vacationers, people who favor to spend their time on the street, and are retired and don’t have (youthful) youngsters.”

Finest Western provides motorbike lovers facilities comparable to complimentary bike wipe-down towels and entry to cleansing stations and reserved parking areas.

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