Luxury Travel, Lifestyle and Marketing Trends

Crafts: New Antidote for Stress Relief

New idea for meetings

Timberland coloring book

 

In a 24/7 demanding world,  even yoga and exercise don’t always work for stress relief. Enter crafting, the newest antidote not only to help rest the mind, but also to stimulate creativity in the workplace and a new idea for meetings. So no surprise that, as reported in Adweek,  adult coloring books are “taking the nation by storm”. They’re on Amazon’s list of best sellers, and cropping up in major brands such as Timberland’s marketing efforts. Even Vogue magazine has come out with its own entry. Coloring books also offer the benefit of being portable, inexpensive, appealing to all demographics and fun.

Michaels Craft stores now offer 150 coloring book titles along with other surfaces people can color on like T shirts, and canvases. And for the ultimate in stress relief, there’s the Meditation Coloring Book that combines calming thoughts with hands on craft activity.

Now how about this for a novel coffee break idea for a group meeting? Combine it with a juice bar and nutritious  snacks and voila. Or have a craft bar with easels for sketching or painting, day by day planners that you can personalize with stickers, and kits for making handstitched photo frames. All refreshing ,relaxing and creativity stimulating  options that are sure to be crowd pleasers.

5 Tips to Market to “Seniors”

marketing travel to seniors

A market segment of senior travelers crave soft adventure

 

Seniors I speak to don’t like to be addressed as such, so it was no surprise to read results from a recent survey about five must “do’s” and “don’ts” in marketing to baby boomers and older.

With the kind of disposable income this demographic has, it’s well worth the time and effort to give heed to this valuable advice from Bronwyn White, co-founder of the Sydney based travel research firm MyTravelResearch.com.

As helpful background White said: “Today’s seniors were a product of ‘the swinging sixties’ and the seventies. In Western societies, they were a generation that saw liberated sexual experiences, the pill, the rise in feminism, experimentation with substances and a new freedom never experienced before.

“Many of them were wild, adventurous and exploratory. Today they are looking to rekindle that fire through travel adventures now that the kids have left home. Senior travellers come with a natural intrigue and a zest for life rarely seen with any other segment of the market,” she added.

Here are her five tips along with Karen’s additional comments:

Use ageless marketing, particularly imagery

Seniors don’t think they are senior, therefore they do not readily relate to images of seniors or text that talks to seniors. Age-based marketing is counter productive. Age does not define values, attitudes or behaviour. Use ageless marketing that emphasizes universal values such as love, friendship, loyalty, altruism and fitness. (Karen’s note: I’d also add that they downright dislike being called “senior”. I recently asked a small group why, and they said because focusing on age conjures up images of limited possibilities and opportunities which they don’t like to be reminded of).

Emphasis value, not low cost

“Contrary to popular myth, the senior traveller is not obsessed with cheap deals. They are very clear about this. When they do their research, they are simply looking for value for money – travelling in off-peak periods, bonus night offers, food and beverage deals, late check-outs, or tie-ins with local service providers. (Karen’s note: definitely do not use the word “cheap” as it connotes low quality)

Be smart about search engine use

“It is not necessary to use the term ‘senior’ on your website, unless you are referring to a discount in your pricing (then they’ll happily become a ‘senior’). The secret is to talk to a mindset and attitude rather than an age group. If you are paying big bucks for the term “Senior Travel” through Adwords or any sort of pay per click campaign, think again. Seniors who do actually include the search term ‘senior’ tend to be penny pinching and will give you a very low conversion rate.

Use language that hints at life-changing experiences:

“Seniors are not so interested in acquiring material assets. They’re interested in acquiring life-changing experiences – especially in travel.” (Karen’s note: and don’t underestimate the desire of some in this age group to crave soft adventure – many are fit, in good health until their 80’s and like to boast of their believe-it-or-not feats)

Market to single seniors

“We have seen a rapid growth in senior singles wanting to travel. The majority are women. They may be newly divorced or newly widowed. Or we have often come across a married single senior whose husband or partner has no interest in travel. It is important to appeal to a sense of emotional security.” (karen’s note: They like to travel in groups but there’s also a market for ones who want to travel on their own with the services of a guide in every destination).

Photo courtesy of www.mytravelresearch.com