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  • Sales & Marketing

  • Reaching the Baby Boomers: The 2nd Hump in Your Generational Marketing

  • By Bonnie Knutson, Professor, The School of Hospitality Business/MSU

  • We are Jimmy Buffett, Demi Moore and Clarence Thomas. We are Bill and Melinda Gates, Dorothy Hamill and Scott Hamilton, as well as Barbie and Ken. We are Baby Boomers. Born between 1945 and 1964, we number 76+ million. From the beginning, we have been studied and written about more than any other generation because our sheer numbers have given us, and will continue to give us, unprecedented buying power. We currently enjoy $2.1 billion in spending power and control 50% of all discretionary spending...and we are set to inherit more than $10 trillion in the future. In other words, we are an economic force to be reckoned with.

    Some call us the "Me" generation because we were the first group of Americans to put our own needs and desires ahead of the good of the group. We came of age in a period of great economic prosperity, marked by the expansion of suburbia, a television in every home, two cars in every garage, and a college education in our future. Our attitudes toward life and work were formed in the throws of mass marketing, Woodstock, Vietnam, the Pentagon Papers, the resignation of a President, assignations of iconic leaders, and the ...

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Coming Up In The March Online Hotel Business Review

"Hotel Business Review offers weekly articles for hotel management and operation and discussion on emerging growth markets."
Feature Focus
Hotel Human Resources: The Biggest Challenges
The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
INSIGHTS FOR INDUSTRY LEADERS BY INDUSTRY LEADERS
"The Four Habits of Highly Effective Human Resources"
By James Bermingham, Vice President, Montage Hotels
"Embassy Suites 'The Circle of Leadership"
By Darci Riesenhuber, Director of Brand Culture, Embassy Suites Hotels
"Applying Consumer Marketing Best Practices to Employee Loyalty"
By Fred Bendana, Executive Director Client Services, Maritz Loyalty & Motivation
"How Incentives are Changing to Keep Existing Staff Motivated?"
By Jim Houran, Partner, HVS Executive Search
PLUS: Mobile Technology - Attracting & Retaining Top Talent - Education - Employee Engagement - Employment Claims & Litigation - Employment Contracts - HR Management.