Bali travel advertising: Target Market

 In this post I'm going to discuss my intended target market for my advertisement piece i created. For my Bali travel advertisement i was hoping it could targeted people age 50-80, between the baby boomer and gen x.

Older travellers

 I believe that this would be an effective target market because today the number older travelers are growing intensely, exploring the beauty of Asia for their retire vacation. As it's stated by timesofmalta.com 'The typical tourist in Asia used to be a young backpacker in need of a shower, but these days there are just as many older and retired people roaming the continent seeking its secrets.' (Times of Malta, 2011). The reason why Asia has become a popular place of seniors to visit during their vacation is because Asia offered unlimited unique cultures to explore and beautiful scenery to discover with also more sunlight to enjoy. Bratley stated 'Warmer climates and a lower cost of living may be driving more UK residents to explore retirement options abroad, as evidenced by an increase in Google searches for “retire to [destination]”. In July 2024 alone, 6,110 searches were made compared to 4,700 in July 2023, indicating a significant shift in retirement planning'.  'Among the findings, Thailand has emerged as the most popular destination, capturing the imagination of UK retirees with its affordable living, tropical climate, and vibrant culture.' (Bratley, 2024). This shows a growing interest in seniors to visit Asia during their retirement.  

Young travelers prefer to visit famous or trending attractions on their vacation and have a fun experience of the city especially the nightlife. While on the other hand, older travelers focus on experiencing new adventure and exploring unique local cultures offered in Asia. 'Mr Anand said tourists aged over 55 have different priorities to younger travelers, rejecting the beaches of Goa for an itinerary focused on local culture and historic hotels converted from former princely palaces.' (Times of Malta, 2011). Although young traveller still became the biggest visitors of Asia but the number of seniors traveler visiting Asia is growing every year. 

This is the reason why I choose gen x to be my target market of the advertisement that I'm going to create. I planned to make a vintage-look advertisement inspired by retro postcard that I think will be effective to get my gen x's attention to see my advertisement. I will also highlight the rich culture of balinese people and also the beautiful scenery so it could attract more audience. With this design, I'm hoping it could give the audience nostalgic feeling. It would be much more effective to reach my target audience if my advertisement is marketed through offline or paper-based media like magazine, newspaper or displayed on public board, which I think will have bigger chance to have gen x to see the advertisement. 

References

Bratley, M. (2024). More Brits than ever want to retire abroad, with a +30% increase in Google searches since 2023 - IFA Magazine. [online] IFA Magazine. Available at: https://ifamagazine.com/more-brits-than-ever-want-to-retire-abroad-with-a-30-increase-in-google-searches-since-2023/ [Accessed 12 Oct. 2024].

Peddicord, K. (2024). 3 Senior-Friendly Retirement Destinations In Asia. Forbes. [online] 11 Jun. Available at: https://www.forbes.com/sites/kathleenpeddicord/2024/06/10/3-senior-friendly-retirement-destinations-in-asia/ [Accessed 12 Oct. 2024].

Statista (2024). Asia: share of people planning to travel abroad by country and age 2022. [online] Statista. Available at: https://www.statista.com/statistics/1336819/asia-share-of-people-planning-to-travel-abroad-by-country-and-age/.

Statista, S. (2023). Share of outbound vacationers by age UK 2021. [online] Statista. Available at: https://www.statista.com/statistics/1087669/share-of-individuals-taking-overseas-holidays-uk-by-age-group/.

Times of Malta (2011). Older visitors embracing Asia. [online] Times of Malta. Available at: https://www.timesofmalta.com/article/older-visitors-embracing-asia.354988 [Accessed 12 Oct. 2024].