Are you marketing your short term holiday let to baby boomers? If not, you are missing out on a large established group that often has travel budgets to spend in their so-called golden years. In addition to the large millennial travel group, baby boomers make up one of the more significant travel groups.
What exactly does the term mean? Wikipedia.com gives the following definition:
“Baby boomers are the demographic cohort following the Silent Generation. There are no precise dates when the cohort birth years start and end. Typically, they range from the early-to-mid 1940s and end from 1960 to 1964.”
Simply put, baby boomers are typically entering their retirement years, with many now having the time and resources to enjoy life through travel. As they are often free from work constraints, they are able to spend more time getting out into the world. Unlike their younger counterparts, many baby boomers have the money to invest in travel, preferring a luxury experience compared to roughing it up. For short term holiday let property owners, what this means is a large market of the overall travel population that is looking for quality accommodation.
How to Attract Baby Boomers to Your Short Term Holiday Let
How do you reach the baby boomer generation then? For starters, you could consider offering the following at your short term holiday let…
- Offer real value instead of the lowest rates. Baby boomers are more interested in finding a truly good deal that offers real value, than slumming it up to save costs. Rather than trying to offer the cheapest rates in town, if you want to appeal to this generation, you will need to create offers that will genuinely add value. Whether that comes through guest concierge and tailored tours, or beautifully furnished rooms that are comfortable and fully equipped, you will need to ensure that you do not scrimp on quality.
- Offer experiences instead of facilities. Most baby boomers travel with a spouse, without children or responsibilities setting them back. Many have an idea of what they want to do. Speak to your guests and create customised tours and activities according to what they want to see and do. This will go a long way in helping your baby boomer guests have a rewarding stay.
- Offer WiFi as well as bandwidth allocation. Don’t assume that this generation is not technologically savvy. Most travellers in this group love their smartphones every bit as their grandkids do. According to AARP, 43% of baby boomers only choose hotels with free WiFi. Don’t just offer a connection either – offer a set bandwidth allocation for the duration of their stay.
- Offer laptop work stations as well. While this generation are often smartphone users, they still favour laptops. Having a work area with international plug adapters, a charging station and everything else that your guests will need to upload photos, email their kids or share memories on social media will go a long way in making your guests feel at home.
One of the best ways to ensure that you always reach your target traveller – whatever generation that fall under – is to work with an experienced short term rental manager. A good manager will actively promote your property across multiple channels, while also providing day to day management, guest concierge, and bookings management. This in turn means that you will always find your dream guests, while ensuring that your short term holiday let is expertly managed at all times.