Educational Travel:Connecting Vibrant Boomer Women

Carol Orsborn, Ph.D., Senior Strategist VibrantNation.com

Carol@vibrantnation.com

vibrant nation is the growth market

• Vibrant Women = Smart, successful women 50+

• Source of majority of demographic growth and spending in 2010s and beyond

• Boomer households spend $10,000/year more

• Boomer women influence 80% of $2.1 trillion of Boomer purchases — more than any other segment

• Vibrant Women control disproportionate share of this share

vibrant women’s connections keep growing

• Average active 30-day personal network for Vibrant Women is 48

• Most highly-connected (1/3 of study) have 99 personal contacts

• Majority of Vibrant Women report that network is still growing

• Fastest-growing population on Facebook: Women 55+

• First generation of women whose connections keep growing as they age

technology’s role in her expanding social universe

• 71% use Web for travel research

• Technology lowers bar to getting/staying connected

• Continued presence in workplace keeps her networked

• Increased mobility elevates the need for structured communications

VibrantNation.comTravel & Educational Travel Survey

•76 % already have trips planned for 2010

• 71 % decide where to travel by themselves; 20% make that decision with their spouse/partner

Conducted by VibrantNation.com in January 2010

VibrantNation.comTravel & Educational Travel Survey

• 42% spend more than $2,500 per person; 58% spend up to $2,500

• 52% say they spend 10-20% more for educational components

• 65% prefer sightseeing with moderate or extensive physical activity

Conducted by VibrantNation.com in January 2010

segmentation of the vibrant woman consumer market

the self-interested spender

• You know what you want

• You deserve to have your needs/interests taken seriously

• You don’t care about what others think of your decisions

• You’ve earned the right to your opinion

messages that work

messages to avoid

• “They’ll love you for it…”

• 8 out of 10 experts recommend

• 50 is the new 30 (say 50 is the new 50)

• To visuals of older men with younger women

the simplicity seeker

• You set your own standards for what it means to be successful

• You trust your gut

• You seek balance

• This is about value not discounts

• You are discerning and selective

• We know we can’t fool you

messages that work

• You deserve it

• More is better

• You need this to achieve your goals

• This is what you’ve been missing

messages to avoid

valueendorsers

“I only make travel decisions based on what’s good for the environment and the world”

• We do more than talk green…we embody it

• Your opinion matters

• We respect you

• We share your concerns

• We ask for your support

messages that work

• Indulge yourself

• It’s your turn

• Don’t worry yourself about the environmental/societal costs

messages to avoid

segments according to maslow

value endorser:

simplicity seeker:

self-interested spender:

experiential indulgers:

other pleasers:

actualized

evolving

the norm

progressing

least developed

learn & contribute

I’d like to organize a VN group cruise. Anyone interested? We'll

take a poll - where you would like to go and when? I think it

would be great to have a group of women 50+ get together.

-babbsy

Can anyone organize this? I am a single traveler and would love to

have some company. I have no problem with destination, will go

anywhere.-miami to babbsy

desire to learn

We're planning on going to Cuba this Christmas holidays, any tips, suggestions, places to avoid, I was trying to search cheaptickets.com, but Varadero Cuba is not a recognized place, any tips?-homestaymom

I still believe that encounters with tourists helps the Cubans more than it hurts them. I am taking 32 people to Havana in Feb. and all of them will bring supplies...and good will. -Fela to homestaymom

defying stereotypes

If you could travel anywhere and money were no object, where in the world would you go? I would love to go to Barcelona. My grandparents were Spanish and I've always wanted to see where my family is from and explore the culture.-Jillzy

I have 2 places I would like to revisit again and again Lhasa, Tibet and Cairo, Egypt. I would

just soak up the energy, love, and kindness of the people. Oh and of

course EAT and EAT!-CeeJe’ to Jillzy

cutting across all the segments

• Filter and simplify

• Provide her with authentic value

• Offer her customization

• Feed her attention to details and service

• Humanize the experience

• Make it meaningful

questions & answers