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In the news (main)
Posted on: Monday, September 6, 2004
Targeted tourism marketing proposed
By Catherine E. Toth
Advertiser Staff Writer
Hawai'i's visitor industry is enjoying one of its best runs in years. But Phil Goodman
believes a better marketing strategy could boost business even more.
Industry leaders should consider refocusing their marketing program based on "genergraphics"
- targeting visitors by generations rather than by fixed age categories, says Goodman,
president and owner of Generation Transitional Marketing and The Boomer Marketing
& Research Center in San Diego.
"Hawai'i has a golden opportunity - I really believe that strongly - to progress
ahead of any other destination resort area. Separation is the key. It's the future
of Hawai'i, no question about it."
He says Americans can be separated into five generations - Seniors, The Forgotten,
Baby Boomers, Generation X, Echo Boomers - that each should be targeted differently.
The same product could be marketed at the same price, he says, but reach more people
by using the language of a particular generation.
"There's a big difference in each generation," Goodman said. "You have to be able
to reach the different mindsets of different generations," which requires understanding
the forces that determine how different generations act and interact.
He plans to share his thoughts on how tourism businesses could apply "genergraphics"
at the 2004 Hawai'i Tourism Conference, Sept. 13 and 14 at the Hawai'i Convention
Center.
Further advice
Goodman will be one of about a dozen guest speakers to discuss tourism-related issues,
from travel trends to cultural tourism. The conference, sponsored in part by the
Hawai'i Tourism Authority, comes at a time when hotel occupancy rates and visitor
arrivals are at their highest point of the summer.
On the whole the industry is very upbeat this year," said Rex Johnson, HTA executive
director. "But we're all very much aware that we live in a very fragile world right
now, and we need to be prepared for what could come tomorrow."
Goodman believes that even while Hawai'i tourism is booming and expected only to
improve in coming years, the industry could do a better job of catering to specific
groups. For example, Baby Boomers are not at all like their senior parents, he said.
They have a higher divorce rate and typically travel with their Gen-X children and
grandchildren.
"The oldest Baby Boomer, in less than 15 months will be 60 years old. And they won't
think any differently than when they were 50," Goodman said. "What this basically
means is there's no such thing as a 50-plus market. That's a fallacy."
Boomers are independent thinkers who put less trust in tradition and politics, Goodman
said. They put less emphasis on earning and saving money, and cling to their youth.
Gen-Xers and Echo Boomers tend to be more concerned about politics and the environment.
They're also tech-savvy.
In constructing a marketing plan, Goodman suggests businesses look at what motivates
each generation. Programs that are fun and adventurous - especially with a family
component - will appeal to Boomers, Gen-Xers and Echo Boomers. Eco- and cultural
tourism packages also reach the Boomer market, which is always looking for safe,
educational things to do with their families, he said.
Using Internet
One thing businesses could do is revamp their Web sites, he said. Key words in navigation
bars would draw the attention of particular generations, for example, and a click
could transport them to a page that speaks specifically to them.
"The key to this, more than anything else, is the willingness to make changes and
start doing that," Goodman noted. "Hawai'i has such a great opportunity because
it's a great family resort ... Hawai'i can capitalize and take advantage of this,
big-time."
