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The Expert in Baby Boomer Travel

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Leopard in tree -- Botswana. Photo by Mark Lakin, Epic Road.

Leopard in tree — Botswana. Photo by Mark Lakin, Epic Road.

Combining luxury and adventure travel — two boomer favorites — with another boomer hot-button, “transformative experiences,” Epic Road offers customized trips that, for now at least, focus primarily on African safaris and the Arctic. Plans are in the works to expand into Asia, and Epic Road will work with clients to set up trips in other regions of the world if requested.

Luxurious adventure trips are offered by a number of other companies. The Epic Road twist is those “transformative experiences,” including specific humanitarian and conservation initiatives that travelers can build into their journeys if they choose. (See my previous post on tours popular with baby boomers that give back to the local communities they visit.)

Started by two longtime friends and devoted world travelers, Mark Lakin and Marc Chafiian, Epic Road’s declared ethos is “to raise awareness and captivate travelers through private access to experiences that can change perceptions and inspire action.”

In practice, this may mean immersing yourself with nomadic tribes, interacting with endangered wildlife (collaring and tracking rhinos and lions, anyone?), and engaging in initiatives such as distributing solar lights to families who have no access to electricity.

All these are done in cooperation with scientists, conservationists, charities and humanitarian organizations selected by Epic Road.

The company is targeting adventurous, affluent and socially aware travelers of all ages, including honeymooners and multi-generational families (see my previous post on baby boomers traveling with their grandchildren).

But baby boomers are a prime market for any tour operator that emphasizes humanitarian and conservation concerns and giving back to local communities — as well as customized itineraries that combine luxury and adventure.

This is one to keep an eye on.

 

Be sure to download my free report, “How to Ride the Coming Wave of Boomers,” available here. It’s all about the best ways to market travel to baby boomers — the biggest-spending group of travelers the world has ever seen.

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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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