Mom, Dad and the kids like to travel. They like theme parks, resorts and cruises. They like to bring along the grandparents too. It’s nice for the kids to have quality time with the grandparents. It’s even better if the grandparents are buying. Multi-generational travel (3G) is hot and sellers of travel are going after it with every engaging tool they can find.
Many couples in the U.S. work more, make less and struggle with mortgages and bills. In a new, more realistic U.S. economic system that doesn’t allow them to live on maxed-out credit cards, something has got to give. Money they don’t have. Time they have but they give it up to answering emails at night. On the weekends they reach out or engage in other activities to help shore up their employment security in uncertain times.
Heather Scott from babyzone.com says “multigenerational travel experiences are becoming more and more common, especially now as many families struggle to take time out of both parents’ work schedules to spend not just with their children, but with grandparents and other family members.”
Grandma and Grandpa, on the other hand, have both time and money. They can go on vacation just about any time and have the money to pay for the whole group. (Remember, this is the greedy generation that caused this mess.) They also are more physically fit, able to do more and will probably live longer than the grandparents of yesteryear.
Multi-generational Travel is increasing and it’s a good match for grand parents that don’t see enough of the grandkids anyway and Mom and Dad who otherwise wouldn’t be going on vacation at all. Parents like that price tag and like having the Grandparents along for built-in babysitters too.
Theme parks, all-inclusive resorts and cruise lines are courting the 3G market like never before. Mommy-bloggers get front row seats to everything Disney and other theme-park operators have to offer. They know Mom’s opinion, as direct caretaker of the kids, weighs heavy on the vacation decision-making regardless of who is paying. They want Mom on their side and promote their brands to her on Facebook, Twitter and other social media outlets with gusto.
Cruise lines too are going after the 3G bunch with increased interest. The cruise industry evolving and settling in to more detailed individual branding. At first it was “Go on a cruise” as the industry worked to swing vacationers from land-based vacations. Not long ago it was “Go on OUR cruise” Right now it’s “Go on OUR cruise and bring your family” as lines are target families of all shapes and sizes, going after their business in some unique ways.
Starting out 2011 with an engaging bang, Carnival Cruise Lines became official confetti sponsor for New York’s Times Square New Years celebration. In that defining event, the line dropped a ton of confetti on the crowd at midnight and social engagement became a huge part of what they do.
Much of that confetti came from visitors to Times Square who stopped by the line’s “wishing wall”. There, they hand-wrote their hopes and dreams for 2011 on red, white and blue slips of paper included in the drop onto party-goers. It doesn’t get a whole lot more engaging than that.
Not that social efforts are something new to Carnival, John Heald’s Blog written by the lines highly-visible senior cruise director dates back to 2007, draws thousands of fans daily and provides the cruise line with a non-corporate voice to deliver their message.
They are not the only ones either. Princess Cruises thoughtfully entered the social arena with their Twitter #FollowMeAtSea trips where travel bloggers and writers were sponsored for an actual cruise to share with followers on Twitter and Facebook. I was on the last one, a 12-day cruise tour through Alaska last June that travelers still ask about today.
Princess has evolved their efforts now to include their 50 Essential Experiences: The Travel Bucket List blog. The weekly posts that will run for a year are written by their own destination experts about some place that Princess sails to. The deeply personal posts as well as background on their writers are resonating with readers who spread the unique content to like-minded friends via Twitter and Facebook.
Royal Caribbean International too is engaging potential 3D travelers in another unique way.
Called the “Ocean Views” film project, Hollywood’s James Brolin, Jenny McCarthy and a boat load of stars recently wrapped up shooting a series of original short films as Hollywood goes to sea on board Royal Caribbean’s Allure of the Seas.
McCarthy’s film is called “The Allure of Love” and tells the story of two friends and their plan to get two exes back together.
Brolin directs and stars in “Royal Reunion,” a short film about a multi-generational family voyage on Royal Caribbean’s Allure of the Seas.
The cruise line hopes the series attracts a variety of audiences, including those who may not have otherwise shown interest in taking a cruise vacation.
“In today’s ever-changing digital landscape, it’s important to recognize that consumers are getting their information from a variety of channels,” said Betsy O’Rourke, SVP Marketing, Royal Caribbean International.
The two films debut today on Allure of the Seas followed by a release to the general public via Royal Caribbean’s website and YouTube channel at 4:00 p.m. Eastern time. Later, the line will host Jenny McCarthy(@jennymccarthy) along with Justin Baldoni (@justinbaldoni), Amy Yasbeck (@amyyasbeck4real) and Scott Elrod (@scott_elrod) to discuss the films and their experiences onboard Allure of the Seas. Join the party by following #OceanViews on Twitter and follow host @RoyalCaribbean.
Flickr photo by JPott