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.
14. value endorsers “ I only make travel decisions based on what’s good for the environment and the world”
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17. segments according to maslow value endorser: simplicity seeker: self-interested spender: experiential indulgers: other pleasers: actualized evolving the norm progressing least developed
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. desire to learn We're planning on going to Cuba this Christmas holidays, any tips, suggestions, places to avoid, I was trying to search cheaptickets.com, 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. 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
50+ population will double in the next 35 years Over next seven years, 80 percent growth of adults 60-70 while adults <40 increase 0% Cite Marti Barletta as a source? This is data taken from previous slide (deleted) This includes --$79 billion on home improvements --65% of new car purchases --74% of prescription drugs --92% of all packaged good purchases --81% of food --66% of computer purchases
Five categories: Close to half are in the first segment: Self-interested Spenders; the other segments are, in descending order, Simplicity Seekers, Values Endorsers, Experiential Indulgers and Other pleasers
“ Does this brand/product/service meet my specific needs?” Entitled: Boomers have worked hard and think of high quality travel not as a perk but as an entitlement. They expect to be pampered and know how many threads in the sheet count… A change from earlier life stages, in which pleasing others, ignoring their own needs and being loyal took precedence. In the words of one respondent: “I decided to buy what interested me—totally and irrevocably—and to write off all of those companies that weren’t interested in seeking me as a consumer. Another writes “I started seeking brands that were interested in celebrating women in my age group and not going after the younger generations.”
This ad is okay – the key “message to avoid” is an ad that implies that the woman should follow others’ opinions or ideas rather than that she can rely on herself.
“ Give me the most practical solution so that I can focus on what really matters to me” Want to have access to a real person who will listen, who is informed and who will encourage them without being pushy. Would prefer to pick from pre-selected offering tailored to them, i.e. 3 or 4 options with clear rationales rather than 100 they have to sort through for themselves
Look for more of a luxury/indulgence ad – luxury car/fur ad?
A change from earlier life stages, in which pleasing others, ignoring their own needs and being loyal took precedence. In the words of one respondent: “I decided to buy what interested me—totally and irrevocably—and to write off all of those companies that weren’t interested in seeking me as a consumer. Another writes “I started seeking brands that were interested in celebrating women in my age group and not going after the younger generations.”
i.e. Click for meaning: Arzu Rugs. Super Bowl ad: Pedigree pet adoption pitch got high marks. Toms Shoes? See www.tomsshoes.com Grab screen shot from website?
Allows us to predict the future, as the bottom of the pyramid has already fallen off the map—there is now a new bottom, like the pig moving through the python…
![Educational Travel: Connecting Vibrant Boomer Women Carol Orsborn, Ph.D., Senior Strategist VibrantNation.com [email_address]](https://image.slidesharecdn.com/caroleducationtravel-withsurveyresults-100830155024-phpapp02/85/Educational-Travel-Connecting-Vibrant-Boomer-Women-1-320.jpg)
![vibrant nation is the growth market ,[object Object],[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)