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BizReport : Email Marketing : October 04, 2016


Travel brands overlooking Grey Pound opportunities

Travel brands are missing out on sales opportunities by failing to engage with older generations, according to new research released by email service provider, Mailjet.

by Helen Leggatt

The 'Grey Pound' - spending by consumers aged 55 and over - is being overlooked by travel brands, concludes Mailjet from recent research among 1,000 UK consumers. This age group are prepared to spend big money on off-peak travel abroad - around £5,000 (US$6,420) - yet brands are not producing ads targeting this audience on channels with which this segment of society engage.

In fact, more than a quarter of over-55s said that the travel messaging they currently receive is obviously targeted towards younger generations. Perhaps travel brands believe that the printed brochure is still de rigueur among older travelers? Then they are wrong. Just 8% of over 65s now check travel brochures as part of their path to purchase - yet 62% of them have a Facebook profile.

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Furthermore, nine out of ten check their email every day. But, according to the survey, brands are still failing to effectively engage via this channel. Nearly two thirds of those age 55 and over said they are unsatisfied by travel brand emails - 17% said they use overtly persuasive language and 23% say they do not provide advice or mention customer service. While older email recipients like personalized messaging, 84% will condemn to the trash folder emails that are too salesy.

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"It's important to realize that different generations are moving into the digital age at varying paces. The Grey Pound presents huge opportunity to the travel sector and brands mustn't ignore this high spending demographic in their email marketing," says Josie Scotchmer, UK marketing manager at Mailjet. "Marketers can look to technology to better understand their target audience and how to reach those individuals effectively."

Tags: brand marketing, email marketing, research, travel










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