 Generation X, consumers born in the middle of the 1960’s to the middle of 1980’s, have the disposable income to contribute to the recovery of the post COVID-19 travel, food and beverage industries. According to Generational Travel Study 2020, “Gen X have solid purchasing power, as they make up 25 percent of the US population but produce 31 percent of national income.” Allen Marketing Communications, a boutique New York City travel and lifestyle public relations, encourages savvy marketers to keep Gen Xers are part of their marketing priorities. Although this group is doing double duty raising their elementary to college children while taking care of their parents, Generation X are a resilient consumers having survived many storms in their lifetime. Here’s what’s trending with Gen Xers during the COVID-19 pandemic. Post COVID-19 Travel Gen Xers are key candidates for staycations often embarking on road trips with their families during this corona virus epidemic. Prior to the global lockdown, research has shown Gen Xers often indulges in at least three vacations often coinciding with their childrens’ school breaks. This trend will continue in a post COVID-19 world as Gen Xers focus on the initiatives by destinations, hotels and car rentals to sanitize and disinfect, contactless check in, social distance to keep this group safe. Health and wellness are key inspirations for travel with this population. “Gen X really care about hotels. Over 25 percent of their vacation budget is spent on the hotel, making it the biggest investment of the trip. Relaxation and quality time with loved ones is incredibly important to this generation, and so they lean towards destinations that are closer to home and have surroundings that are conducive to downtime,” according to the Generational Travel Study 2020. Once again, if the price is right, then this generation will buy. Special promotions such as “book three nights and get the fourth one free” are very appealing for Gen Xers. Rewards programs are also important with this group building loyal consumers and it will inspire them to redeem their points for their next vacation. Other amenities such as complimentary Wi-Fi will also inspire Gen Xers to book a stay, as well as help them uncover all the interesting things to do nearby. Post COVID-19 Food and Beverage Industries Healthy eating habits are top of mind with Generation X. Prior to the corona virus epidemic, health conscious consumers have been experimenting with vegan burgers, milk alternatives (Almond, oat and pea varieties), and plant-based fish into their diets. “A newer, more promising direction, which supports the current mood, is to hybridize the categories — an alliance between animal and vegetable protein, with vegetables maintaining their natural integrity,” according to Food Business News. Gen Xers have been advocates for sustainable foods often purchasing organic dairy products and vegetables at local farmers markets. Organic food consumption will continue in a post COVID-19 world. Let’s face it. When times are tough, people naturally gravitate to comfort foods and “macaroni and cheese, enchiladas and brownies” have been trending during the lockdown. The wine and spirits industries have done extremely well with Gen Xers contributing to a double digit sales during the COVID-19 pandemic. Having said this, “the sober-curious movement, another leading trend gaining ground months ago, has given way to a rise in classic cocktails, global ciders, wine and beer,” according to Food Business News. It is really important for savvy marketers to invest in SEO keywords and really optimize an eye catching, easy to navigate website for online searches. Gen Xers will search the internet for travel deals, as well as conduct cost comparisons for different food, beverage and consumer products prior to making purchases either in person or online. Research shows that”50 percent of Gen Xers are really not influenced by social media.” Despite this fact, Facebook is the social media of choice to reach this demographic group and it is important to have a presence on this platform. Our travel and lifestyle public relations professionals are here to help savvy marketers reach this influential yet often overlooked demographic group. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
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