Here’s why Better Homes & Gardens is entering travel
Allow us to brighten your Wednesday with yet another report from Travel DAZE!
And the promise that we’re halfway to the weekend.
At the only TED talk style conference for the travel industry, we heard from media trailblazer, the editor in chief of Better Homes & Gardens, Julia Zaetta, about why the industry shouldn’t neglect the baby boomer market.
As you may have heard, Better Homes & Gardens has been getting involved with travel in a big way.
That’s probably why they’re presenting our inaugural Australian Travel Awards! To enter, find out more, or buy tickets, go here.
Having just recently celebrated 40 years of magazines and 1,000 TV episodes, Better Homes plan on making travel their third landmark.
Why? Zaetta told Travel DAZE attendees that research showed her audience were travelling. And they wanted Better Homes to tell them how and where to go.
“The good thing about our readers is that they are doers and not dreamers,” she said.
“Our magazine tells you how to do something, it’s not just a picture book.
“We work on three words, which are ideas, inspiration and information. They are great for travel.”
The Better Homes audience is, of course, baby boomers.
“Here’s the great thing about boomers: they’ve got time, they have money, they have edge, they’ve got drive, they have humour, they have experience and they want to go places.
“When I ask my fellow boomers where they want to be in ten years 8 out of 10 say we want to be travelling.”
Zaetta said Ipsos Research told her that travel and schools were the new social markets.
“Where you go and where you send your kids to school are now much more important than the size of the house you live in or the car you drive. So where they go, how often they go and how they go is what gives them status,” she said.
Zaetta told attendees she has been frustrated by the perception people have of the baby boomer market.
“People perceive baby boomers as the older generation and yes in years, they are, which often gives a preconceived notion,” Zaetta said.
“We’re all concerned with millennials, and we tend to forget the baby boomers at our peril.
“They’re the ones with the money. They are the sex drugs and rock ‘n’ roll generation and we forget that. The boomers are buying the Mustangs, the boomers are guying the Harleys.
“Ask a boomer this question: if you didn’t know how old you were, how old would you say you are? Boomers will say 35 and younger.”
So it only makes sense for Better Homes to dip into the travel market.
“Our mission generally is to make people happy, through their homes and home life, where they do everything that matters. And now where they are planning their travel.
“We will add to where and how they travel, why they would go, what they will do, and when is the best time.
“As a brand, it’s our mantra to show them and to tell them how to do it. We give them the tools to make it happen. We’re loaded with tips, hints, instructions, listicles, boxes of expert information, step by step pics, and heaps more.
“And we will do it with the great headspace of these young, fun, excitable, ambitious, active, curious, optimistic and wonderful over 55s.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
Baby Boomers Better Homes and Gardens Travel DAZELatest News
Collette goes off the beaten track with Canyon Country tour
To be clear TW is not advocating actually walking off the beaten track. Avoid the coyotes. Stay on the beaten track.
Intrepid & Korean Tourism Organisation team up to give agents a cooking masterclass
These guys learnt that Korean cooking is more than just putting kimchi on 2-minute noodles (as we once thought).
Winner, winner! Intrepid reveals the 9 lucky agents that won $2k
Who won the incentive? Which Intrepid trip will they spend it on? What day of the week is it again? Where am I? Huh?
Corporate Traveller reports 42% increase in Easter traffic this year
Business travellers just love Easter! Expect plenty of chocolate stained documents returning to the office on Tuesday.
Turbulent year wiped $384m off Qantas brand value: Report
Meanwhile, eating tuna at your desk can damage your own personal office brand value by several thousand dollars.
FAMIL: Room-Res & Singapore Tourism Board shows agents the Lion City’s roar
Click this article to see a man very impressed by a 20-layer chocolate cake. We're not kidding, he loved it!
Oceania Cruises offers sailors free pre-cruise hotel stay
Looking for ways to make your holidays as long as possible? Look no further.
Bonza launches new website to compliment app, agent portal
Does news about an airline's website fill you with ecstasy, glee and joy? Get your hit of the good stuff here.
MTA agents attends ‘Lunch ‘n’ Learn’ with AMA Waterways
When organising the event, Lunch 'n' Learn beat out Dinner 'n' Divulge and Breakfast 'n' Banter. Understandably so.
Travelmarvel reveals 2025 South America tours
If you spot any typos in the newsletter today it is because TW became distracted Googling images of Machu Picchu.
Tourists from 5 countries could be BANNED from visiting Australia
Anthony Albanese's immigration laws could impact tourism from certain countries.
Just how many passengers will Qantas & Jetstar hop around this Easter?
Airline workers are ready for gleeful Easter travellers! Also prepared for sticky children with chocolate on their face.
Air New Zealand gets ready for bumper Easter weekend
Air NZ gears up for travelling passengers this Easter, while TW looks to beat our egg eating record. 117 here we come!
Four Seasons Yachts reveals first itineraries to the Caribbean & Mediterranean
These trips look so good we wish there were five seasons! Alright, we'll see ourselves out...
FAMIL: Travellers Choice treats top agents to the wonders of Rotorua
This one's got plenty of famil pics and no one looks shockingly hungover in them! Clearly no TW staffers were there.
European Waterways celebrates 50th anniversary with week-long founders cruise
Plan on celebrating your 50th anniversary with a bottle of Moët and fairy bread? European Waterways has better ideas.
100th route! Jetstar celebrates the launch of Brisbane-Avalon with 12 hour sale
Jetstar knocks a ton and celebrates with a sale while TW once scored a ton and celebrated with about 17 beers.
Record-breaking year for NSW as visitor expenditure soars past $50 billion
Enjoy running round the Opera House? Be prepared to elbow even more tourists out the way.
Norwegian Cruise Line makes play for solo travellers
NCL ensuring you don't have to go trawling Tinder to find a cruise partner. Thank goodness, we were sick of catfishing.
Entire Travel Group’s Canada and Europe 2024/25 brochures are out now
Entire's new brochure is bittersweet; it both informs your clients and makes you envious of the holiday they'll take.
Malaysia Airlines adds 3 new destinations & A330neo seats
More seats means cheaper airfares and more money to spend on overpriced airport sandwiches. Woohoo!
Two divine days onboard Crystal Serenity
It's only pure serenity onboard this ship. Anxiety, agitation and anguish have been rejected by the bouncer.
How the Globus Family of Brands elevates coach touring: Travel Weekly TV with Chris Fundell
Chris' here so you don't think coaches mean peeling your thighs off a sticky leather seat every time you stand up!
The Flight Centre Foundation gears up for massive 2024 with 3 new board members
The foundation looks to invest $200k this year, spurring the TW journos to figure out how to qualify as a charity.
Barking Owl Communications to head up Anantara & Avani in ANZ
Fellow PR competitors had been barking up the wrong tree even thinking of bidding for this job!
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
1000MTG’s second global conference reminds agents to ‘strive and thrive’
Alongside messages to 'strive' and 'thrive' were those to 'survive', 'drive', 'arrive' and 'jive' (when appropriate).
Qantas A330 makes “loud bang”, pilots forced to shut down one engine
Qantas refusing to let Boeing have all the headlines in aviation world today!
GX Community Tourism Summit 2024 location revealed!
The new location has arrived and it'll blow your socks off! Time for another trip to Target for more socks then.
Visiting the destination my Mum didn’t want me to
Yet again, this journo has been a stress to his mother. Discover how this trip spurred his mother's anxiety here.
Agents come out of their shells at P&O’s turtle hatchery event
For some, it's a few glasses of bubbles to lure them out of their shell. For these agents, it was a bit more literal.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Virgin looks to swap MAX 10 order for MAX 8s amid Boeing delays: Reports
Virgin has changed its order for something smaller. Much like we have to at Maccas following a worrying doctor's visit.
Club Med unveils newest luxury yacht for 2024/25 early bird sale
This yacht is preserved for the early birds! Night Owls may also get onboard depending how late they stay up.
Abercrombie & Kent 2024 Asia Portfolio is here
Round up the family and get planning an Asia jaunt. Or, if they're hard to handle, brush them all and go it alone!
Elevate your earnings: Final days to secure double commission with Inspiring Vacations’ March offer
What could inspire you to sell more Inspiring Vacations? Double commission of course! That's all the inspiration needed.