Online Revealed Calgary 2008

Boomer Women continued This is a great example of incorporating the four critical elements of website strategy to capture your share of this growing market. Amber Hayes, CEO of Adventure Engine states, “When marketing online to this demographic you need to Engage, Relate, Inform and Convert.” Boomer Women are looking for vacation ideas that speak directly to them. Hoteliers are missing the mark on “Milestone Marketing” creating experiences and packages that celebrate significant turning points in Boomer Women’s lives. Imagine an “I am turning 50, girlfriends getaway”, one that that helps you plan this important right of passage for yourself or your girlfriends? This could include makeovers for the group, a “live your fantasy weekend” along with unexpected surprises such as a pre arranged “nail taxi” to take you to the VIP section at a live theatrical show! It is time for Marketer’s to engage unique audiences such as Boomer Women for instance and to speak directly to them in order to carve out a piece of the increasingly saturated and cluttered online travel space. Want to connect with Boomer Women as Marketers? Create an area for Boomer Women on your site and engage your consumer with interesting packages or experiences. Then provide the information they need to easily make their buying decision simple. Boomer Women are obsessed by the details. They have to see, feel and understand what the whole vacation experience is about. This is extremely important as they feel it is their primary responsibility to make each trip count and become a memorable experience for their girlfriends, nieces, grandchildren or spouse that they are traveling with. Conversions will easily follow if you market directly to Boomer Women and show you understand what they are all about. Boomer Women are computer savvy, complex and not only do they own 75% of the nation’s wealth, they purchase 80% of luxury travel! Don’t you think it is about time the travel industry put some thought into marketing to them? Isn’t it about time to determine the “purseonality” of such an engaged group of consumers? Sources: • “Primetime Women” by Marti Barletta • National Association Of Boomer Women http://www.nabbw.com/ • Boomer Women Speak.com http://www.boomerwomenspeak.com • Fifty is the New Forty http://www.fiftyisthenewforty.net/travel.html • Center for Woman’s Business Research • “Eight Things You Don’t Know About Boomer Women (But Should)” by Mary Brown Patricia Brusha is the co-founder of www.acoupleofchicks.com, an Internet Marketing Company focused on travel and tourism and www.onlinerevealed.com Online Revealed Canada, the Canadian Tourism e-Marketing Conference produced in association with Yahoo! Canada. She has spent 26 years working in the Hospitality Industry in the United States and Canada in the fields of Sales, Hotel Marketing, Internet Distribution and Revenue Management. Together, the “Chicks” have published over 25 articles, produced a successful online marketing Blog, www.ideahatching.com, launched www.chicksaway.com, a new social media portal for women who travel and have worked with such notable brands as Marriott International, Fairmont Hotels and Resorts and Yahoo! Their popular e-marketing workshops have also led to the upcoming book focused on the “Chicks” non-intimidating approach to marketing online. 6 | ONLINE REVEALED CANADA 2008 | onlinerevealed.com http://www.mobile.orbitz.com http://www.nabbw.com/ http://www.boomerwomenspeak.com http://www.Speak.com http://www.fiftyisthenewforty.net/travel.html http://www.orbitz.com http://www.orbitz.com http://www.onlinerevealed.com http://www.onlinerevealed.com

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