The Expert in Baby Boomer Travel

Travel Copywriter

Rick Steves

Florence's Ponte Vecchio, medieval bridge over the Arno River. Photo by Dennis Cox/WorldViews

Florence’s Ponte Vecchio, medieval bridge over the Arno River. Photo by Dennis Cox/WorldViews

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Explore Europe on your own on a Rick Steves "My Way" tour. Photo by Catharine Norton

Explore Europe on your own on a Rick Steves “My Way” tour. Photo by Catharine Norton

The recent well-publicized flap about George Zimmer — founder and longtime TV pitchman for the Men’s Wearhouse — being fired by the company he started got me thinking about the power of personality in travel product branding.

Zimmer and other celebrated pitchmen — notably KFC’s Colonel Sanders, Frank Perdue of Perdue Farms chicken fame, Wendy’s hamburgers Dave Thomas and popcorn king Orville Redenbacher — all became the public face of the companies they founded.

And when they died or became too old or too controversial and were no longer able or considered suitable to serve in that role, their companies all suffered to one degree or another. (This New York Times piece offers good background on the topic.)

I had to think a bit before coming up with an equivalent personality… Continue reading

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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