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The Lightning Round is a signature program at HSMAI’s Marketing Strategy Conference — giving six marketing executives just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At the 2020 Marketing Strategy Conference on Jan. 22, Derek Price, director of business development in North America for Expedia Group Media Solutions, focused on how families travel in a Lightning Round presentation called “Generation Alpha and Family Travel Trends.”
KEY TAKEAWAY: Generation Alpha is made up of kids born after 2010 — and they’re already having an impact in the travel space. According to Price, they love to travel and are actively involved in planning trips with their parents. Most families need help planning their trips, and the biggest opportunity is using appealing imagery in digital marketing which attracts Gen Alpha as well as their parents. “Everyone wants to be entertained and everyone wants to have fun,” Price said. “They’re making their decision based on the destination activities available.”