IHG Hotels & Resorts
MEDIA CAMPAIGN: Retirement reinvention
We partnered with IHG Hotels & Resorts and Allison Worldwide to deliver a data-led news story about Americans’ retirement plans and travel aspirations.
Are boomers living their best lives?
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Our approach
IHG Hotels & Resorts commissioned the Talker team to conduct research in support of their “Retirementmoon” campaign, which promotes travel amongst retirees.
Together with our polling arm, Talker Research, we surveyed 2,000 Americans who have retired, or will retire, between 2020–2029 to explore what they enjoy doing with their free time — with a specific focus on leisure and travel.
Our news team then leveraged the data to write and distribute a research-led story to national and regional news sites, travel media and consumer publications.
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The results
The research revealed some fascinating insights. Retirees said they’re feeling more vivacious than ever! More than a quarter said their younger self would love to live their current life. And 60% plan to, or already have, done a “retirement reinvention” — stepping into a completely new version of themselves during retirement.
On behalf of IHG, we explored what this “new version” looks like, and the role that travel plays. 40% said they have taken, or plan to take, the trip of a lifetime to celebrate retirement. In fact, 59% are planning on traveling more during retirement than they traveled during their working years.
The story secured coverage in over 250 publications and broadcast segments including Newsweek, New York Post, Good News Network, Huffington Post, Travel Daily News, and Fox 5. See more below!
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Spread the word
See more of our client coverage here.