It's the difference between quilt shops and Cuervo shots, an early afternoon nap and the nightlife, 140 characters versus a four-color printed brochure.
It's marketing your destination to multiple generations--and it's not always easy.
Yes, it is a new age of travel marketing, where millennials and more seasoned travelers are all on the move. And it's your job to attract them to your destination. Here's a look at how to do it:
Use multiple mediums
This isn't your grandfather's marketing. In fact, it's not your father's and it might not be your son's. It's a brave new world of marketing that involves communicating through a variety of mediums.
Sure, you can still print brochures to reach older folks and advertise in magazines to reach middle-aged business travelers. But you're also going to have to tweet, focus on Facebook, be active on Instagram and develop a robust inbound marketing strategy incorporating pay-per-click ads, native advertising, email campaigns and online networking.
There's no longer one place where people go to get their information-- you're going to have to use multiple mediums.
Know your audience
Of course, using multiple mediums means nothing if you are not using them correctly. That means delivering the right messages to the right audiences at the right time.
In other words, you need to know your audience and how they consume information. Here's a look at who they are and how you can reach them:
They're teenagers, and they wield a lot of power, thanks to their extensive social media networks.
They travel with their parents, who allow them to make important decisions related to family spending.
They like bite-sized information, including memes, infographics and videos.
Bore them at your own risk.
They're in their prime earning years, and therefore their prime traveling years.
They use social media, but mostly Facebook and Twitter.
Their friends and family play big roles in determining where they'll travel.
Online reviews and recommendations matter to Millennials.
They're a bit older and have a lot of disposable income.
They tend to travel with their families and almost always foot the bill.
Saving money matters, but they'll still pay to experience the finer things that traveling has to offer.
They're well-informed, get information from a variety of outlets and don't use social media much.
Many are retired.
They like to travel for leisure.
They do a lot of reading (print and online) and research before making decisions.
Make your story one for the ages
As you can see, marketing to the masses requires an understanding of how different generations want to receive information--and then delivering it in ways that resonate with people from 12 to 102. It requires you to combine old-school marketing with new-age technology--and it's not always easy. But it can (and should) be done if you want to attract multiple generations to your destination.