Travel Agent Musings

What’s the difference between a boomer and a “zoomer”? With the first of the post-war generation beginning to retire, we in the travel industry had better figure out fast.

One thing’s for sure: this demographic is not the same as it was 30 years ago. Once content to spend 2 weeks working on their tan, “zoomers” now seek meaning in their travel experience.

A recent USA Today article outlined the Top Ten Trends in the travel industry. Three major points about the “zoomers”:

• 1.6 million will combine their travel plans with cosmetic and medical “short-stay, outpatient procedures that cost 30%-70% less than U.S. prices.”

• A whopping 300 million will travel to religious destinations or make pilgrimages – to the tune of $18 billion this year.

• For “zoomers,” access to free WIFI has become a necessity, even on vacation.

Clearly this is a demographic with rapidly changing needs, and a lion’s share of discretionary income to boot. But are travel agents ready to capitalize?

The reality is that many of us are not.

Meaningful, helpful communication is the key to establishing a loyal clientele, and the “zoomers” are no exception. But in the 21st century, phone numbers and mass e-mails just aren’t cutting it.

When I was an agency manager, we had a list of 8000 clients. 2000 didn’t have e-mail addresses; another 2000 weren’t accurate. That means 4000 people actually received our message – and we had no idea about their demographic mix and preferences. It was like taking 4000 shots in the dark.

Although previous clients are 100 times more likely than new ones to book with us again, stats show that we only have correct e-mail addresses for about 20% of them.

Even when we have the correct address, we often commit glaring cyber faux pas.

I myself receive regular e-mails from an agency; unfortunately for them I don’t appreciate being addressed as “Dear Mr. Rhonda.” Delete!

So what’s the alternative? How can we reach the “zoomers” before they reach the competition?

Although they are less likely than younger travelers to book with us online, we should not assume that “zoomers” are computer illiterate.

Because they’re not.  In fact, they’ll probably use the internet to research their next vacation; that is, if they aren’t too busy updating their Facebook statuses.

The trick is to use the internet to make meaningful contact with our clients.

Sending them short surveys asking them what interests them is far more likely to catch their interest than firing off the same mass e-mails every month. What’s the point of offering them wonderful trips that they simply don’t want to take?

If we want to do business with the new “zoomers,” we need to get to know them first.

Ultimately, the difference between a boomer and a “zoomer” is attitude. “Zoomers” aren’t the old fogeys of yesteryear: they’re active, engaged, and looking for a meaningful experience. Their travel agents will need to reflect that.

Rhonda

Hello everyone, and welcome to Travel Agent Musings! 

 First and foremost, this blog is all about people in the travel industry: agents, managers, and owners. We’re going to be talking about the latest trends in travel and travel systems, as well as agency best practices that can help make us all more successful and profitable.

 A little bit about me: my name is Rhonda Stanley. I’ve been in the travel business for over 25 years. In that time, I’ve worked as an agent and a manager, as well as selling travel technology. I’ve seen how agencies can get a leg up on their competition, what tricks help create repeat business, and what changes in the industry are likely to affect us all.

 But I’m sure you’ve seen a lot too. That’s why we want to make Musings not just a blog, but an open dialogue about the travel industry. Our goal is to create a forum where travel professionals can not only read up on the latest trends, but also talk about them. We invite you to share your experiences, comment (whether you agree or disagree), and feel free to make some noise!

 My personal goal is to engage you – travel professionals – in a meaningful conversation. Along the way, I think we’ll all learn a lot from each other. Heck, we might even have a bit of fun doing it!

 So with that in mind, I hope you enjoy the ride. I look forward to hearing from you!

Rhonda