For too long, the golden rule in travel marketing has been to shy away from guests in their golden years. It's time to put age before beauty in travel marketing and reprioritize accuracy over the aspirational.
Carley Thornell, Skift
The brawny, bearded and tattooed man in Extended Stay Americas ad titled Summer Adventure Awaits looks at first glance like a hipster beach boy. But give it a second look, and his crows feet reveal a man eligible for Medicare whos eager to catch the next wave instead of grabbing a walker.
Extended Stay America isnt the only hotel brand seeking to tap into the huge market of mature travelers, with 67 percent of Americans age 50 or older saying they had made travel plans for 2022. Courting that that large and lucrative demographic represents an opportunity for a sea change for marketers, who have typically written off mature consumers as fixed in their travel habits and brand preferences.
So a few bold brands are flipping the conventional script of travel advertising, and featuring more than just young couples and families. Heres how three brands are shining a spotlight on guests over age 50.
Each of Charlestowne Hotels properties employs a different strategy to attract older guests. The HarbourView Inn in Charleston, South Carolina launched a campaign featuring a video it believes showcase the feelings its guests have during their stays.
For this shoot we intentionally used more senior models to display how all types of guests are welcome at our properties, said Jennifer Jost, Charlestowne Hotels corporate director of marketing strategy. Boomers are eager and adamant travelers.
The HarbourView says it saw a 20 percent increase in online bookings for guests older than 65 after posting the video on Facebook and other targeted channels. But Jost believes that its important to look at further avenues to reach the demographic that accounts for 38 percent of the companys total revenue.
Weve found that Boomers are much more active on Bing than Google compared to other generations. (Bing) has a much return on ad spend than other avenues of search, Jost said.
Meanwhile, the Collector Luxury Inn & Gardens, another Charlestowne Hotels property, has launched an email campaign titled Grown Up Saving that offers special rates for weekday stays, the Collectors traditional downtime.
Extended Stay America unveiled a video titled Stay Awhile that features a couple in their early fifties staying in one of its properties. But while travel campaigns for an aging audience largely showcase couples enjoying their twilight years in a relaxed manner, Extended Stay selected the aforementioned surfer to appear prominent in its Summer Adventure Awaits ad.
Adventure and activity in seasonal leisure campaigns resonate well with any age group, said Kelly Polling, Extended Stays executive vice president and chief commercial officer.
Best Western takes the concept of an active older adult to a whole new level with marketing targeted to those who like to hit the road. The chain has a partnership with motorcycle manufacturer Harley Davidson that provides a 10 percent to members of Harley Owners Group. Best Western also enables AARP members to get a 15 percent discount.
We know touring motorcycle owners skew older, so we have content around that group, said Jay Hubbs, Best Westerns vice president of advertising, marketing, innovation and analytics, about the materials that have appeared in the companys Travel Zone blog and on TV ads.
People riding those tend to be unencumbered travelers, those that prefer to spend their time on the road, and are retired and dont have (younger) kids.
Best Western offers motorcycle enthusiasts amenities such as complimentary bike wipe-down towels and access to cleaning stations and reserved parking spaces.
Follow this link:
Hotels Cater to Travelers Over 50 With New Targeted Marketing - Skift Travel News
- Madame Web Broke The Golden Rule Of Superhero Movie Villains Marvel Spent 20 Years Protecting - Screen Rant - May 15th, 2024 [May 15th, 2024]
- Kate Middleton 'breaks Queen's golden rule' after conversation with young fan - Daily Record - May 15th, 2024 [May 15th, 2024]
- This Is My New Golden Rule for Renting Vacation Homes (I Was Doing It All Wrong) - Yahoo Life - April 12th, 2024 [April 12th, 2024]
- Misguided culture warriors should heed the golden rule [column] - LNP | LancasterOnline - April 12th, 2024 [April 12th, 2024]
- Michael L. Fischler: Anger and The Golden Rule - The Union Leader - April 10th, 2024 [April 10th, 2024]
- Dog trainer reveals her golden rule for recall training (we can't believe how simple it is!) - Yahoo Life - April 10th, 2024 [April 10th, 2024]
- Fr. Aristides Palaynes and the Golden Rule Community - Greek Orthodox Archdiocese of America - Greek Orthodox Archdiocese of America - April 10th, 2024 [April 10th, 2024]
- How Lulu still looks fabulous at 75, from her skincare 'golden rule' to refusing to take lifts - as star revea - Daily Mail - April 10th, 2024 [April 10th, 2024]
- Ken Henry: We are breaking the 'golden rule' of economic policy - ABC News - April 10th, 2024 [April 10th, 2024]
- The Golden Rule and the Free Market - Foundation for Economic Education - March 6th, 2024 [March 6th, 2024]
- Courtney B. Vance and Angela Bassett share their golden rule for successful parenting - The Times of India - March 6th, 2024 [March 6th, 2024]
- Live music at The Golden Rule Coffee House on Friday, March 8 - Redwood Falls Gazette - February 29th, 2024 [February 29th, 2024]
- Blake Lively and Ryan Reynolds have always followed one relationship rule - Marie Claire UK - February 29th, 2024 [February 29th, 2024]
- The Golden Rule - A Way of Life - County 10 News - January 27th, 2024 [January 27th, 2024]
- Dear Annie: Nurses Golden Rule might be the answer to relationship problems - MLive.com - January 27th, 2024 [January 27th, 2024]
- Aitana's golden rule and the pending account she has with her most loyal audience - WECB - January 27th, 2024 [January 27th, 2024]
- Guest columnist David Hernndez: Climate, refugees, and the golden rule - GazetteNET - January 27th, 2024 [January 27th, 2024]
- A golden rule that should have been followed in North - The Sun Chronicle - January 27th, 2024 [January 27th, 2024]
- The Golden Rule Refined | | news-journal.com - Longview News-Journal - January 27th, 2024 [January 27th, 2024]
- Film About The Golden Rule Released in Bali - EIN News - January 27th, 2024 [January 27th, 2024]
- Heres a Golden Rule Jeff Bezos Seems to Have Forgotten: Never Let Your Ego Get in the Way of Doing Business - The Good Men Project - January 27th, 2024 [January 27th, 2024]
- Universalists to consider the mandate of the Golden Rule - Ashland Daily Press - November 20th, 2023 [November 20th, 2023]
- 6-Year-Old Boy Dies a Month After Adult Neighbor Allegedly Beats ... - PEOPLE - November 20th, 2023 [November 20th, 2023]
- COLUMN: Celebrate Thanksgiving year-round with 'Thanks-living ... - Andalusia Star-News - November 20th, 2023 [November 20th, 2023]
- Silence is craven, not golden - The Gazette - November 20th, 2023 [November 20th, 2023]
- Sellars CEO Named to Wisconsin 'Titan 100' - Industrial Distribution - November 20th, 2023 [November 20th, 2023]
- The most valuable decluttering lessons I have learned | - Homes & Gardens - November 20th, 2023 [November 20th, 2023]
- COMMENTARY| Bethel: Too much hate | Opinion ... - Bennington Banner - November 20th, 2023 [November 20th, 2023]
- Cooking with Love Nello's Continues Impress Diners - St. Albert Gazette - November 20th, 2023 [November 20th, 2023]
- What Happened to James Garner? Inside the 'Maverick' Star's ... - Yahoo Entertainment - November 20th, 2023 [November 20th, 2023]
- Successful trial of coating that converts UV into PAR boosts sales - hortidaily.com - November 20th, 2023 [November 20th, 2023]
- Debt rules will affect the most vulnerable, EU trade union chief warns - EURACTIV - November 20th, 2023 [November 20th, 2023]
- Guest Opinion | Bill Paparian: Pasadena City Hall Believes in the ... - Pasadena Now - May 18th, 2023 [May 18th, 2023]
- Golden ratio in venation patterns of dragonfly wings | Scientific Reports - Nature.com - May 18th, 2023 [May 18th, 2023]
- The Golden Rule Of Data Gathering And New Expectations Of Value ... - The Drum - May 18th, 2023 [May 18th, 2023]
- Glass gets away with breaking the golden rule - The Irish News - May 18th, 2023 [May 18th, 2023]
- Red Horse Recruiter Ranks First in Class - 125fw.ang.af.mil - May 18th, 2023 [May 18th, 2023]
- These 19 Birmingham BBQ joints are the ultimate Memorial Day ... - Bham Now - May 18th, 2023 [May 18th, 2023]
- Mountain West Technologies wins Casper Area Chamber of ... - Cap City News - May 18th, 2023 [May 18th, 2023]
- The Unseen Engine of South Florida's Booming Vacation Rental Market: Estaga - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- Simon Cowell to break important BGT rule this weekend, ITV confirms - South Wales Argus - May 18th, 2023 [May 18th, 2023]
- Starting out on the St. Croix: What High School Skiing Taught Jessie ... - fasterskier.com - May 18th, 2023 [May 18th, 2023]
- These are the weirdest and least understood pickleball rules and ... - msnNOW - May 18th, 2023 [May 18th, 2023]
- Media Source Not Showing in OBS? Here's How to Fix It - MUO - MakeUseOf - May 18th, 2023 [May 18th, 2023]
- Youngkin avoids talk of diversity, politics at VMI graduation - Cardinal News - May 18th, 2023 [May 18th, 2023]
- Mother's Day roots: the opposition to war | READER COMMENTARY - Baltimore Sun - May 18th, 2023 [May 18th, 2023]
- Rep. Gallagher says US needs to take off 'golden blindfolds' and 'open our eyes' to China risk - Fox News - May 18th, 2023 [May 18th, 2023]
- Open Heaven 18 May 2023: The Gift of Love - ELANHUB MEDIA - May 18th, 2023 [May 18th, 2023]
- 10 Best Quotes About Family In The Fast & Furious Franchise - CBR - Comic Book Resources - May 18th, 2023 [May 18th, 2023]
- Life in the Fast Lane - New DOE Rule Changes Push LNG Projects ... - RBN Energy - May 18th, 2023 [May 18th, 2023]
- Dont Say That Word- Days After Golden Advice From Wrexhams Ryan Reynolds, NFL Icon JJ Watt Reminds Wife of Unspoken Rule After Burnley Investment -... - May 18th, 2023 [May 18th, 2023]
- 14 Handy Tricks To Get Better Sleep While Backpacking - The Trek - May 18th, 2023 [May 18th, 2023]
- Investors overlooking the golden rule as they flock to DIY apps - Stuff - April 29th, 2023 [April 29th, 2023]
- 7 money 'rules' you can actually break, according to financial experts - MarketWatch - April 29th, 2023 [April 29th, 2023]
- Dorsman: MP Motorsport betting on caution ahead of inevitable ... - Formula 2 - April 29th, 2023 [April 29th, 2023]
- Boomer explains why millennials are having a hard time at work: 'It's ... - Upworthy - April 29th, 2023 [April 29th, 2023]
- AFA.net - Basic Fairness in Women's Sports - American Family Association - April 29th, 2023 [April 29th, 2023]
- How To Prep Air Fryer Vegetables So They Don't Escape The Basket - Tasting Table - April 29th, 2023 [April 29th, 2023]
- Pansexual Flag: Here's what the Pride Flag's colors mean and more - USA TODAY - April 29th, 2023 [April 29th, 2023]
- What is the "Rules-Based-Order"? - CounterPunch.org - CounterPunch - April 29th, 2023 [April 29th, 2023]
- Hudson WWII vet turns 100, decides to quit the bocce ball team - Suncoast News - April 29th, 2023 [April 29th, 2023]
- Kansas City reportedly let Meta developer break diversity rules, then ... - KCUR - April 29th, 2023 [April 29th, 2023]
- From the Right: Drawing the line between trans rights and parental ... - The Malibu Times - April 29th, 2023 [April 29th, 2023]
- I was 40,000 in debt but got myself out of it here is the rule I swear by and how it changed my life... - The Sun - April 29th, 2023 [April 29th, 2023]
- OBITUARY - Mary Anderson - Berthoud Weekly SurveyorBerthoud ... - BerthoudSurveyor.com - April 29th, 2023 [April 29th, 2023]
- 8 ways to improve your written communications - Smartbrief - April 29th, 2023 [April 29th, 2023]
- Draymond Green: Draymond wont be moved by the Draymond rule - Eurohoops - April 29th, 2023 [April 29th, 2023]
- Dont Make These 4 Nursing Home Abuse Claim Mistakes in Las ... - Legal Reader - April 29th, 2023 [April 29th, 2023]
- What Food to Pack for Family Hikes - Outside - April 29th, 2023 [April 29th, 2023]
- Lawyer Discernment Is Critical In The World Of AI - JD Supra - April 29th, 2023 [April 29th, 2023]
- 12 blockbuster movies for summer 2023 ranked: we can't wait! - What To Watch - April 29th, 2023 [April 29th, 2023]
- Meghan broke 'golden rule' months before royal exit and has done so ever since - Express - April 20th, 2023 [April 20th, 2023]
- We Are All Connected: Loving One Another in Different Religions - Graphic - April 20th, 2023 [April 20th, 2023]
- Grammar Girl AP style tips on the Oxford comma, headlines and more - PR Daily - April 20th, 2023 [April 20th, 2023]
- How to prevent HVAC havoc this summer - KCAU 9 - April 20th, 2023 [April 20th, 2023]
- Take the right care of your yard | News | hometownnewsbrevard.com - Hometown News - April 20th, 2023 [April 20th, 2023]
- Britain's Got Talent: Simon Cowell speaks out after new judge Bruno Tonioli breaks rule on first appearance - LADbible - April 20th, 2023 [April 20th, 2023]
- After experimenting with directives, ISSF reinstates the Tokyo Olympics old-golden rule book for Paris 2024 - Free Press Journal - April 20th, 2023 [April 20th, 2023]
- Want to stay married? Gogglebox's Steph and Dom reveal golden ... - Daily Mail - April 20th, 2023 [April 20th, 2023]
- Overcoming Spiritual Violence and Embracing Peace with Rev. Dr ... - Bear World Magazine - April 20th, 2023 [April 20th, 2023]