Generation Insight

We’re working on a new project to help travel and tourism marketers target British Boomers. It’s hardly surprising that

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many destinations want to attract them, as Boomers are 20% of the UK population, with 80% of the wealth. But our new research – conducted by independent market research company Bluegrass Research – shows that many British Boomers (born 1946-64) feel sidelined by the marketing industry.

Age doesn’t determine behaviour, but there are some common generational values that marketers need to understand to attract Boomers. With Bluegrass, we’re developing segments we’ve called Boomer Tribes, and insights that will help destinations with their marketing to this key group.