Significant shifts are occurring within the population base. One particular trend that's key to the Travel & Tourism business is related to the population in the wealth accumulation age. What do the demographic shifts mean and how will they will affect spending in the upcoming years? A more inclusive targeting approach is critical and connecting with consumers in a compelling way has never been more important. Read about this trend in more detail, related implications and applicable examples in our white paper.

1. POPULATION SHIFTS DRIVE !
NEW TARGETING APPROACH!
TRAVEL & TOURISM

2. Significant shifts are occurring within the
population base. One particular trend that’s
key to the Travel & Tourism business is
related to wealth accumulation."

3. The population in the
wealth accumulation ages
(40-59 yrs) is shrinking.!

4. In the 15 years leading to 2005, the number of
people in the “wealth accumulation” phase of
the lifespan (ages 40-59) increased from 55
million to 83 million, or 51% in the U.S. "
"
"
"

5. Conversely, from 2005 to 2025, population
growth in the “wealth accumulation”
segment will shrink to just 1%."
"
This shrinkage will also affect many
countries around the world (as illustrated in
the following chart)."

6. WEALTH ACCUMULATION YRS"
% Increase in 40-59 Population"
Source:
KPMG-­‐Beyond
the
baby
boomers:
the
rise
of
Genera:on
Y

7. Demographically, the
40-59 age segment is
critical to travel.!

8. Currently, the 40-59 age segment represents
37% of the total US population, but it represents
45% of Domestic Travel Spending and 42% "
of Foreign Travel Spending."
"
Total HH
Income
42%
Domestic
Travel Spending
45%
Foreign
Travel Spending
42%
37%
Population

9. In the coming years, 3
generations will be in the
wealth accumulation ages
(40-59) at the same time. !

10. WEALTH ACCUMULATION PHASE BY GENERATION"

11. These historical population
shifts require a more inclusive
approach to targeting.!
What
does
it
all
mean?

12. It has never been more important to engage all
generations at the same time. It requires a new
approach toward connecting multi-generations with
very different demographics and psychographics.
Think Personas. !

13. Placing an emphasis on individual personas allows
us to connect people through their passion points,!
which defies or trumps demographics.!

14. Personas allow us to identify commonalities and
recognize the overlap among people who are
demographically and psychographically different.
This is particularly true in the digital space where
people aggregate around interests regardless of
age, ethnicity, etc.!

15. White male!
56 - Boomer!
Married!
1 child at home!
Black female!
40 - Gen X!
Divorced!
2 children!
White male!
28 - Gen Y!
Single!
No children!
As an example: These three people are very different demographically.!

16. “I am a meat-eating, wine and food loving,
culinary freak. I am a good-lifer who loves
travel, fitness, music and I am obsessed with
fantasy football. Talking about kids at a dinner
party bores me but I love to debate business
and politics. I find social media tedious.”!
White male!
56 - Boomer!
Married!
1 child at home!

17. “I am a single mom who is trying to juggle work
and home life. I love to try new things, whether
its music, exotic foods or traveling to new
places with the kids. I try to eat healthy and am
a fanatic at my workouts. The best part of my
day is me-thirty, when I enjoy my favorite wine
and guilty pleasure TV shows.”
Black female!
40 - Gen X!
Divorced!
2 children!

18. “I am an artistic, active guy who runs 30 miles
per week so I can eat all the pizza I want. I’m
not one of those wine snobs, but I love finding
a new microbrew. l love extreme, adventure
travel and haven’t missed Coachella in years. I
like to debate about how to make things better.
I go to bed watching Sports Center.”
White male!
28 - Gen Y!
Single!
No children!

19. Through technology and the digital space, these very different people are united through
connection points related to their personas and common interests.!
TECHNOLOGY ENABLED CONNECTION POINTS!
musicfood travel fitness sports

20. While there are many factors that go into building
personas, this more inclusive approach to targeting
is ideal for the travel category: Connecting three
generations through relevant, compelling
storytelling and content.!

21. Want more thought leadership from us? "
Type in your contact info and we’ll keep you updated.
Thank you!"
[ N ]!
1700 I Street, 2nd Floor
Sacramento, CA 95811
:p 916.441.0571
:f 916.441.1370!
[ S ]!
624 Broadway, #502
San Diego, CA 92101
:p 760.635.2100
:f 760.635.2106!
[ For more information ]!
Yvonne Chavez at
ychavez@meringcarson.com!
meringcarson.com
designemcee.com!

22. POPULATION SHIFTS DRIVE !
NEW TARGETING APPROACH"
2014"
"