Advertising Age Magazine has a great article on the changing demographics of American households that every hospitality marketer should read – it titled “The Changing Face of the American Consumer.”
In addition to outlining how demographics are changing the article adds insights in marketing tactics and messages to use and to avoid when talking to different demographic segments.
Did you know the average U.S. head of household is now nearly 50 years old (49.5, to be precise)? Did you know that using the trite expression “60 is the new 40” is not an approach you should use when marketing older demos?
There is good news and there’s bad news for the small luxury hotel marketer as the demographics of Americans evolve. Knowing how to exploit the good news to build occupancy and revenue will be key in the years ahead.
While not a definitive read on the subject the article provides valuable insights on what you should be doing (or at least planning for) now. Well worth a read.
Let me know what you think. Safe travels – Madigan Pratt