Lodge Advertising to the Over 50 Set

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Skift Take

Right this moment’s version of Skift’s each day podcast seems to be at lodge advertising and marketing to over 50s, the UAE’s tourism rebound, and a U.S. help for Tunisian tourism.

Good morning from Skift. It’s Wednesday, September 14. Right here’s what it’s essential know concerning the enterprise of journey immediately

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Episode Notes

Main lodge manufacturers have largely shied away from showcasing older friends in advertising and marketing promotions all through the years. However Contributor Carley Thornell highlights three manufacturers which might be taking the alternative strategy by that includes vacationers over 50 of their adverts, clearly seeing alternatives from Boomers hitting retirement age.

Thornell cites Prolonged Keep America, Charlestowne Lodges, and Greatest Western Lodges & Resorts as firms explicitly advertising and marketing to the massive and profitable market. Sixty-seven p.c of Individuals age 50 or older stated that they had made journey plans for 2022. Prolonged Keep and Charlestowne have unveiled advertising and marketing campaigns with movies showcasing older vacationers, which each firms stated have resonated with their focused audiences.

In the meantime, Greatest Western has partnered with bike producer Harley-Davidson as a part of its efforts to market to motorcyclists, a bunch that tends to skew over 50. The lodge chain has featured bikers in weblog entries and TV adverts.

Subsequent, the United Arab Emirates has skilled a big tourism increase this 12 months. Its tourism income surpassed $5 billion within the first half of 2022, in comparison with $3 billion the identical interval final 12 months, studies Asia Editor Peden Doma Bhutia.

Bhutia provides the nation’s accommodations welcomed 12 million friends within the first half of this 12 months, a 42 p.c year-over-year soar. The United Arab Emirates is poised for one more tourism surge quickly, with soccer followers unable to search out lodging in close by Qatar for this 12 months’s World Cup anticipated to remain in neighboring nations.

We wrap up immediately in Tunisia. The North African nation is overhauling its tourism branding methods with important assist from america, writes International Tourism Reporter Dawit Habtemariam.

The U.S. authorities injected $50 million into Tunisia’s tourism sector in February below a undertaking known as Go to Tunisia. The five-year undertaking goals to assist Tunisia diversify its tourism choices and shed its longtime tag as a seaside vacation spot. One Tunisia-based tourism govt believes that 90 p.c of worldwide vacationers visiting the nation this 12 months are coming for its seaside locations.

The US Company for Worldwide Improvement, the physique chargeable for the funding, is focusing on six communities for extra targeted vacation spot growth, Habtemariam writes. The company is planning to spend money on infrastructure enhancements at Tunisia’s cultural and archaeological websites.

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