The travel industry is losing significant sums of money by failing to tailor communication methods to different generations, according to Sam Patton, founder of Australia’s first travel-focused digital marketing agency, The Social Spider.
Sam Patton highlights that understanding the preferences of each generation is essential for effective marketing.
“Each generation grew up with different levels of technology, shaping how, when and why they communicate. As marketers and sellers of travel products in Australia, we must adapt our approach to make each generation feel comfortable,” Sam Patton said.
Generational insights for communication success
The Social Spider recently published a detailed guide, ‘Text, Call or Message? Communicating with each generation effectively,’ offering travel businesses practical advice on engaging with each age group:
The silent generation and baby boomers (1925–1964)
For older generations, traditional communication methods like mailouts and phone calls work best. Printed brochures and offers sent by post are often read, while email should always be followed up with a call. Television advertising on free-to-air channels can also resonate. This generation values politeness and respect, so address them formally unless invited otherwise.
Generation X (1965–1980)
Time-pressed Gen Xers appreciate efficient communication. Use email and phone calls for business transactions, keeping messages short and concise. They rely on platforms like Facebook, LinkedIn and YouTube, so visuals, comparison tables, and quick tips work well.
Millennials (1977–1995)
For tech-savvy millennials, social media and messaging platforms such as Messenger are preferred over phone calls or websites. This generation values speed, sustainability, and a sense of community. Highlight ethical practices, and tailor offerings that go beyond what they can easily source themselves.
Generation Z (1996–2009)
The youngest consumers favour messaging apps like Snapchat, TikTok, and Instagram. Avoid calls—short, snappy messages are key. They prefer social media to traditional search engines and value authenticity, ethics, and influencers in their digital spaces.
Supporting the travel industry
Patton, with over three decades of travel industry experience, launched The Social Spider in October 2024 with her journalism graduate son, Noah. The agency focuses on assisting travel agents, cruise companies, and MICE businesses with their social media and digital marketing needs.
The Social Spider’s services include social media management, digital campaigns, blogs, and press releases, with packages starting at $95. Their latest blog, ‘Text, Call or Message? Communicating with each generation effectively,’ is available for free on their website.