For 2016, Globus is taking a decidedly emotional tack in marketing its tours, playing up the idea that empty nesters have earned the right to travel after decades spent taking care of everyone and everything else.
The approach emerged from the results of a survey the company conducted in August in which respondents age 55 and older said that if they could do things differently in life, nearly half (47%) would travel more, 31% said they would spend more time with family and 20% said they would have taken more “me” time.
The survey of 3,382 travelers asked about their travel preferences, and it found that 97% of respondents feel like they deserve to vacation, and 91% said they wish they vacationed more.
“Travel is the No. 1 thing that they’ve held off on that now they can do,” said Steve Born, senior vice president of marketing for Globus, referring to the company’s target demographic, travelers ages 51 to 70, many of whom are heading into retirement age. “Even more than spending time with friends and family, that’s what they want to do.”
Today, retirement and the things people want to do with their retirement have taken on new meaning, noted Born.
Now, being retired means that “you’re finally at a place where you’ve done your job as a parent and a provider. It’s finally about you,” he said.
Along those lines, Globus last week launched a marketing campaign with the tag line “Time to Tour” and created a corresponding promotional video shot from the point of view of a daughter telling her parents that after everything they’ve done for her, now it’s their time to do what they want to do.
Globus’ hope is that empty nesters who are ready to begin traveling more will be inclined do so on a tour.
As for where the survey respondents want to go, 56% placed Europe at the top of their list; 28% are interested in more exotic destinations in South America, Africa and the South Pacific; and 16% said they’d prefer to stay closer to home and travel throughout North America.
Globus is also hoping that a favorable dollar-euro exchange rate that has brought its Europe tour prices, on average, 10% below 2015 levels will help encourage travelers to seize the opportunity to book tours sooner rather than later.