By Don Potter

The 50+ Boomers, the vanguard of 76 million Boomer consumers, are a natural segment for the travel industry to pursue. Yet many travel marketers have overlooked this rich and growing market or are not communicating with them effectively.

According to the 2000 US Census, the 50+ Boomers represent only 7% of the total population but account for 20% of the discretionary income and control 45% of the nation's wealth. Many of them are or will soon be "empty-nesters," which means another $5,000 to $10,000 a year available for discretionary spending. More than 50% of them own their homes. They buy more luxury vehicles, travel more, and in general spend more money because they have more money. Yet only 5% of marketing dollars, according to the Radio Advertising Bureau (January 2002), are allocated towards this prime group of consumers. Frankly, anyone in the travel business who is not committing a disproportionate amount of their marketing resources and advertising dollars to build relationships with the 50+ Boomers, is missing the boat.

How are supposedly savvy travel marketers missing obvious opportunities? Let's examine two recent ad campaigns for cruise ship companies. One TV commercial, backed by an aggressive hard rock music track, showed people rock climbing, inline skating on deck and wind surfing as examples of what to expect when booking passage on the advertiser's line. The other ad depicted people relaxing and encouraged them to set their own dining times, select from a number of onboard restaurants and choose whether to dress formally or casually. Which approach appeals more to those who have already been on a cruise? Which might move a previous or prospective cruiser from one cruise line to another? Which one might chase away a current customer or repeat cruiser?

Why would a marketer turn his or her back on an established base of business to reach out to an unknown and unpredictable audience, even if it is untapped? Maybe it is because the people in the marketing department and those at the ad agency do not relate to the 50+ customers. Most marketing and advertising folks are in their thirties and forties, with a high number still in their twenties. So their natural inclination is to focus, if not obsess, on the youth factor. They fixate on things like hip fads, the latest computer graphics and extreme sports. These tactics may sell the latest fashions, electronic gear, and new-wave alcoholic beverages, but will they motivate your target consumers to consider investing in a luxury cruise?

How the message is delivered to the 50+ Boomers must be reevaluated as well. Viewing and listening habits for those 50+ are markedly different from those of younger audiences. For example, in a recent survey, only one prime time TV show, Monday Night Football, ranked in the top ten with those 49 and under and those 50+. So be assured, those 50+ consumers do not watch reality television shows and similar fare. Radio offers the same generational divide. Those 50+ listen to news and talk stations, nostalgia and classical music, while the younger audience can be found elsewhere. One additional thought about media is that those people who are 50+ are twice as likely to read a daily newspaper than a thirty-year-old and 50% more likely than a forty-year-old.

While cutting-edge Boomers have chronologically passed the half-century mark, they do not feel, think or act like any past generation that has reached this age. To the contrary, research shows that the 50+ Boomers believe they look 5 years younger and feel 10 years younger than they are. They do not consider themselves to be "seniors" in any way, shape, or form. Marketers must be careful, therefore, not to speak to them in a language or tone they consider appropriate for their parents but not for them.

It is equally important not to treat the Cutting-Edge Boomers like their children or grandchildren. Cool computer graphics, in-your-face copy, or rap music will not help build a relationship with 50+ Boomers or indicate that you understand their particular needs and wants.

This group of seasoned consumers has lots of experience making buying decisions. From high impulse grocery products to high involvement purchases like real estate, the 50+ Boomers are savvy and careful consumers. They know the products and services on their "approved to buy" list for most categories. You have got to be on the list before you can sell them.

The 50+ Boomers are not necessarily blindly brand loyal. So if a brand does not appear to understand their perceived needs, insults them or ignores them altogether, chances are there is a brand switch in the making. Do not take them for granted.

The 50+ Boomers may well be the most quality and service oriented group of consumers on earth. Therefore, value is a more important attribute than price when making a purchase. Unlike cost-conscious older consumers on a fixed income or faddish younger consumers, the 50+ Boomer knows what he or she wants and is willing to pay for it. You can expect the spending to continue, because for the next 15 years, someone will turn 50 every 8 seconds.

Ask yourself the following question- "Am I getting my fair share of this market?" If the answer is, "no," then it is time to commit whatever it takes to understanding, and selling, the 50+ Boomer.

Donald L. Potter is president and CEO of Potter, Katz, Postal and Ferguson, Inc., an advertising, marketing and media agency in North Hollywood, California. A veteran traveler and cruiser, his latest book is "The 50+ Boomer: Your Key to 76 Million Consumers." For more information or to order the book, call Don at 818-760-8787 x102 or write him at don@pkpf.com.

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