Exclusive Feature: The Baby Boomers, a very active and traveling generation you were able to read about in the previous article; those with good economy, happy travelers, like to see the world, and are counting on growth. Loyalty and respect play vital roles in the travel arrangements and marketing.
This article the third one in range, a more recent and also these days a more talked about generation, the Generation Jones.
Conde Nast traveler a solid resource for travel, looks to remain just that. Even though there is an influx of new channels to subscribe to, Conde Nast remains comfortably right there on top. Some of the recommended sites for those with a serious interest are Skift, or Smartbrief, where you can select the specifics of your interest.
It remains a serious task to describe the generations, as the behavior is directly related to the Sociology. Sociologist Mannheim wrote in his script, that generations are an undervalued legacy, and that it is hard to generalize. However he recognizes that even though there is a long way to go, there are many characteristics and measurable theories.
The Generation Jones is often seen as part of Baby Boomers, but because they have undergone some significant social differences, I will mention them separately. Generation Jones is the cautious generation, they have seen masses of Layoffs, started getting introduced to yearly contracts and incentive & performance based salaries and pay conditions. Another typical behavior is power shopping and impulse buying. Working and social events, are less calculated and the start of the credit era is reality.
Generation JonesBorn 1957-1966
Characteristics
Self motivation, Competitive, Last minute buyers.
Key words: Outspoken, last minute, growth, money
Social and civil rights.
Generation Jones, is a generation that was really first in becoming extremely active in political issues and discussion, they still are and they want to have their voice heard, before agreeing to anything. They are often called the Jonesers, the people who have gained tremendous media attention over many years.
Perhaps with the ideal that all wanted to be some kind of journalist, or reporter, or just because the previous Generation, the Baby boomers, were very similar but kept success or failure silent. Today some very key figures are Jonesers, like Barack Obama, Jonathan Alter, and David Brooks from the New York Times.
It leaves very little surprise that this generation also wants to learn and understand through travel and face-to-face meetings. However saying that, they remain a rather traditional generation, for example keeping the decision making at home in hands of the lady.
Seize the dayThe Joneses want to try new things, everything they have done and seen before of off the table. Travel the world, a new destination every year. This is the generation that started buying online, spending on impulse and like it ‘green'. They take every opportunity to drop one brand and try a new one, without leaving control over the bookings or decisions.
Even though the Jonesers are somewhat adventurous, they like to fall back on their original desires, which they understand and will develop well. Hence also the extreme interest in ‘Green'. With Green I mean ecological, environment friendly and ultimate standard with health & safety for the family as well as the surroundings. They need to be well informed which should be reflected at the time a booking is made, or even before.
Product performance is key to the loyalty of generation Jones. Fail once and you have lost them, they are not the loyal type and like to test new things, experiences, hotels or airlines. Product performance needs to be on top, and it all needs to be easy and straightforward to understand how, where and when. No complications, otherwise it will be made clear through verbal or non verbal communications.
Since this generation is very keen to explore, they will compare. What better place to do this than the internet. They will review your website, in fact out of research by Boston Consulting 87% of travelers review whatever they have booked online before they press the final purchase button.
Clear also that your website needs to reflect your brand, and should not promise things that cannot be kept. Even more so all communications should reflect your brand exactly, you need to get the customers to ‘feel' or test your product or service. Once convinced they buy, fast.
Lastly nostalgia, totally works. They love rock music, TV & film icons, the more the hotel relates back to those feelings the greater the chance to get loyalty and happy Jonesers.
The toolkit - Social media is the way to start communicating, even though they might not be too into it, they will follow it, and most certainly read and understand reviews and opinions.
- They need to feel comfortable, associate them with ease and hassle free solutions.
- Price is important but most certainly not the decision maker, it's feeling and emotion that counts.
- They travel in business or like to feel upgraded and important. Commercials, ads or promotional materials need to reflect their era.
- Branding is important, making them feel that they need the service, you.
What's next Generation X, the much talked about, frequent flyer, that will continue to receive lots of attention, and has very clear characteristics. Traveling has reached a new level.
Resources:
Bruse Mayhew Consulting, Albright&O'Malley, Boston Consulting, Mckinsey Urbanization, Ethics Resource Centre – Research brief.
This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.
www.designhotelsupplies.com