"Hawai'i has a golden opportunity — I really believe that strongly — to progress ahead of any other destination resort area. Separation is the key. It's the future of Hawai'i, no question about it."

He says Americans can be separated into five generations — Seniors, The Forgotten, Baby Boomers, Generation X, Echo Boomers — that each should be targeted differently. The same product could be marketed at the same price, he says, but reach more people by using the language of a particular generation.

"There's a big difference in each generation," Goodman said. "You have to be able to reach the different mindsets of different generations," which requires understanding the forces that determine how different generations act and interact.

He plans to share his thoughts on how tourism businesses could apply "genergraphics" at the 2004 Hawai'i Tourism Conference, Sept. 13 and 14 at the Hawai'i Convention Center.

Further advice

Goodman will be one of about a dozen guest speakers to discuss tourism-related issues, from travel trends to cultural tourism. The conference, sponsored in part by the Hawai'i Tourism Authority, comes at a time when hotel occupancy rates and visitor arrivals are at their highest point of the summer.

Rex Johnson

Goodman believes that even while Hawai'i tourism is booming and expected only to improve in coming years, the industry could do a better job of catering to specific groups. For example, Baby Boomers are not at all like their senior parents, he said. They have a higher divorce rate and typically travel with their Gen-X children and grandchildren.

"The oldest Baby Boomer, in less than 15 months will be 60 years old. And they won't think any differently than when they were 50," Goodman said. "What this basically means is there's no such thing as a 50-plus market. That's a fallacy."

Boomers are independent thinkers who put less trust in tradition and politics, Goodman said. They put less emphasis on earning and saving money, and cling to their youth.

Gen-Xers and Echo Boomers tend to be more concerned about politics and the environment. They're also tech-savvy.

In constructing a marketing plan, Goodman suggests businesses look at what motivates each generation. Programs that are fun and adventurous — especially with a family component — will appeal to Boomers, Gen-Xers and Echo Boomers. Eco- and cultural tourism packages also reach the Boomer market, which is always looking for safe, educational things to do with their families, he said.

Using Internet

One thing businesses could do is revamp their Web sites, he said. Key words in navigation bars would draw the attention of particular generations, for example, and a click could transport them to a page that speaks specifically to them.

"The key to this, more than anything else, is the willingness to make changes and start doing that," Goodman noted. "Hawai'i has such a great opportunity because it's a great family resort ... Hawai'i can capitalize and take advantage of this, big-time."