Mr. Stacy

Sales & Marketing

Trends in Leisure Group Travel: Baby Boomers continue to boom, and friends getaways continue to grow

By Mike Stacy, Chief Executive Officer, Groople.com

There are two trends in leisure group travel that represent a substantial opportunity to hotels. These trends are not so much new to this travel season as they are a continuation of important travel industry developments. The first trend is the increasing size of the Baby Boomers as a percentage of total travel consumers. Baby Boomer households are defined as having a head of household age 41-64. This consumer segment has high levels of disposable income, and according to the Travel Industry Association this age group accounts for more total annual trips than any other age group. The second trend I will address is the increasing popularity of friends getaways.

According to John Naisbitt what sets trends apart from fads is their predictable, long-term impact on a system. Fads become quickly popular, and then their impact fades away just as quickly. In contrast, trends have a lasting impact that shifts society or an entire market in new and interesting ways. True trends have long-term effects that must be considered in order to succeed. As more and more Baby Boomers near and reach retirement age, they are shifting the overall travel industry. While groups of men and groups of women have been getting away on trips, these kinds of trips are growing in popularity. Buzzwords, such as mancation are simply fads that will likely fade away. However, girlfriend getaways and guys-only trips will continue to grow in popularity and will continue to represent a great opportunity for leisure group travel bookings.

Baby Boomer Travel

Baby Boomers are highly likely to travel with children under the age of 18, according to TIA. Why is this important? These travelers are likely to want adjacent rooms, multi-room suites, and other conveniences appropriate to families. Multi-family vacations are becoming increasingly popular, which multiplies the number of people in a single booking that have special requests. The so-called Late Boomers are most likely to have children still living at home, so expect these travelers to be on the younger end of the Boomer age range. Does your hotel currently offer guaranteed adjacent hotel rooms to small groups? Your hotel should offer this because more and more leisure group travelers are likely to want hotels to make these basic considerations.

On the older end of the Baby Boomer spectrum, travelers are opting more and more for spa and luxury travel options. One way to speak to this consumer group is by offering your guests more amenities and services that satisfy the desire to be pampered on vacation. Do not simply offer these amenities and services. Incorporate them into your hotel's personality and messaging so you explicitly speak to these desires. I cannot overemphasize the need to tell these customers you are the right choice for them if you want to be in their consideration set.

Friends Getaways

It is easy to get caught up in the hype surrounding trends, especially when Matt Lauer of the Today Show does a story on "mancations" or guys-only trips. There are even magazines, such as Girlfriend Getaways focused on girls-only trips.

All the buzzwords aside, groups of friends are planning and booking more travel than ever. Over the last three years the number of unmanaged leisure group bookings by small groups of friends has increased dramatically to be a very substantial piece of our business. Consider the fact that many popular destinations, especially Las Vegas are now offering "mancation" trip packages that cater to the idea of a fun-filled, exciting weekend for a group of long-time friends.

Friends getaways trips encompass travelers from their mid-30s on up through the young Baby Boomer segments. This is important to realize when you consider the ways to reach these consumers. There definitely is no one size fits all option. This is true for your product set as well as your marketing efforts. A group of successful, executive women will often want something completely different than a group of five guys still climbing the corporate ladder. I recommend choosing a small handful of trip types that appeal to a range of friends getaway consumers, and then offer a few exceptional choices for each trip type.

What do your hotels currently offer that appeals to a group of men or women, who want to get away from their workaday lives for a long weekend? Find ways to incorporate unique, fun packages and services into your regular promotional calendar. Take advantage of your locations to partner with other local businesses, including world-class golf courses, luxury spa facilities, and distinct regional attractions. These trips range from a simple, great weekend escape to quite lavish affairs. A few simple things you can do at the property level to appeal to the friends getaway customer are the following:

Baby Boomers will continue to be a substantial segment of travel consumers for several decades. These consumers are already part of your customer base, so why not start explicitly addressing their needs through your products and your marketing? Friends getaways will continue to be an important component of leisure group travel, and they give your hotel an exciting opportunity to provide unique, highly personalized vacation options to your guests. This is a great chance to set your hotel apart as an exceptional travel experience.

Mike Stacy is the ceo of Groople.com. He brings 15 years of experience to Groople. He has built and grown some of the top online travel brands. Prior to Groople he was president of Cheaptickets.com, owned by Cendant. Mr. Stacy developed a new organization and improved the technology and customer experience, leading to high conversion rates. He cut costs and launched a new marketing campaign, earning the website "Fastest growing online travel site" in 2004. He holds a bachelor’s degree from St. John’s University and an M.B.A. from Pepperdine. Mr. Stacy can be contacted at 303-483-9006 or mikestacy@groople.com Extended Bio...

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