NEWS IN DEPTH | SPECIAL REPORT


but they both offer great opportunities for the travel market.


Millennials and babyboomer marketing M


The inaugural Future Global Opportunities for UK Tourism event invited disruptors and innovators to speak. Samantha Mayling reports from Liverpool


illennials and babyboomers may be separated by decades


That was the message from


two speakers at the Future Global Opportunities for UK Tourism conference in Liverpool. Jon Young, research director


at market research consultancy BDRC, told delegates about marketing to the millennial generation – those aged in their 20s and early 30s – and Debbie Marshall, managing director of Silver Travel Advisor, spoke about mature travellers. Both highlighted how broad


generalisations can be misleading, as there are wide variations in the income, behaviour and attitudes of consumers within each generation. However, both sectors are seeking memorable experiences and are increasingly spending money on holidays rather than material belongings.


Keynotes & quotes


“Britain is distinctive, with its arts, culture and heritage, but the tourism industry needs to be more innovative and lead the way with ‘Brand Britain’. The industry could be more proactive and drive the conversation rather than being reactive.” Kurt Stuhllemmer Hall and Partners


“Our brand has a compelling narrative – we are the ‘World’s Leading Festival City’.” James McVeigh Festivals of Edinburgh


“We want to create a ‘new world tourism order’ for the industry in the future. We need to open our minds to new ways of thinking


10 TravelGBI | July-August 2018


Wanderlust, unlike other lusts, does not diminish with age


Young said: “Not all millennials


are equal, so how do we target them? We segment by attitudes and behaviour rather than generation.”


Unexpected trends


Research showed unexpected trends, including findings that babyboomers are more likely to avoid single-use plastics, while


millennials seek security and safety, he said. However, many millennials are


very keen on ‘clean living’ and want the same standards of sustainable, ethical, organic and vegan food on holiday as they have at home. He also highlighted the issue of loneliness, as the UK has appointed a minister for loneliness (Tracey Crouch MP), adding: “It’s not just the older generation, it’s younger ones on their mobile phones.” Marshall told delegates


that the mature market is lucrative for travel firms, as many babyboomers are retiring with final salary pensions and are


healthier than their predecessors. “By 2024 the largest group of consumers will be over 50, and they will have 80% of the nation’s wealth,” she said. The domestic market has particular appeal, she said, as many appreciate the fact that they don’t have to worry about airports and travel insurance. There are more multi-


generational and solos holidays; escorted touring is becoming increasingly luxurious; and there is rising demand for accessible and care-assisted holidays, she added. Marshall urged delegates not to


dismiss or patronise the elderly – but to be aware that their needs are different so they require larger fonts, for example. Quoting travel writer Dervla


Murphy, she said: “Wanderlust, unlike other lusts, does not diminish with age.”


8


FIND OUT MORE futureglobalopportunities foruktourism.com


that people can identify. The Wild Atlantic Way in Ireland managed to join places so people can understand the brand.” Kate Sherry


and listen to innovators who want to disrupt our industry for the better.” Simon Greenbury Cheeky Monkey, conference organiser


“Our forum has worked hard over 20 years to attract the Japanese market. We now have meetings at the highest level; it is worth putting the time and effort in.” Colin Fox


“We have very little budget, so we need to be creative. We maximise opportunities to be remembered, such as offering Lake District gin and local tonics at the inaugural Hainan Airlines flight from Manchester.” Jennifer Cormack


English Lakes Hotels Resorts & Venues, Lake District Japan Forum


“The UK is not sold in a coherent way to inbound tourists – it is very fragmented and you need a brand


“Artificial Intelligence will eliminate 1.8 million jobs but create 2.3 million by 2020, says [research firm] Gartner. And Dell estimates that 85% of the jobs that will exist in 2030 haven’t even been invented yet.” Katie King


Windermere Lake Cruises, Lake District China Forum


Ryanair


Zoodikers


“Tourists tracing their ancestry don’t need a traditional tourist product – a field will do. US vice-president Mike Pence bought his family to a field in Sligo.” Stephen Treacy


Tribe101 travelgbi.com


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