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Resort's radio ads target Gen X, boomers
Stephanie Paterik
The Arizona Republic
May 26, 2006 12:00 AM
The Westin La Paloma Resort & Spa in Tucson is trying a new tactic to lure both
Gen X-ers and baby boomers to its resort this summer
It hired a California-based marketing firm to create three local radio ads hawking
the same summer rate. One commercial speaks to a 30-something crowd on stations
with a young demographic, while two others are designed to appeal to older travelers.
Hotels across America are struggling to find ways to appeal to younger travelers,
a growing force in the economy, while keeping big-spending baby boomer guests happy.
While many hotels are changing their décor and amenities to appeal to a younger
set, Phil Goodman says the solution is advertising. His firm, Genergraphics Inc.,
specializes in generational research and marketing, and he believes this is the
first time a hotel has launched a segmented radio campaign.
"Boomers and Gen X'ers will buy a product or service for different reasons," he
said. "This gives each generation a reason."
One radio spot features a young couple talking about finding a great La Paloma hotel
deal online. Another spot features a group of golfing buddies.
The Westin La Paloma's core customer is 45 to 55 years old, said Mark Lindsey, director
of sales and marketing, but that is changing.
"I expect a good return on the campaign," he said. "We hope that it's innovative.
We hope not too many other hotels get the idea."
Jos Anshell of Moses Anshell, which heads the Arizona Office of Tourism's advertising
efforts, said that to be successful the campaign should promote distinctly different
packages for the generations.
Instead, he said, the hotel is simply trying new ways to sell the same one-size-fits-all
deal.
Reach the reporter at stephanie.paterik@arizonarepublic.com or (602)444-7343.
