Savvy tour operators and destination marketers are taking aim at a big newly emerging travel force: baby boomers traveling with their grandchildren.
Leading edge baby boomers, reaching age 65 at the rate of 10,000 a day, are finding themselves with more time to travel, and affluent baby boomers are ready to both spend some quality time on the road with their grandkids and spend the money necessary to make sure everyone has a memorable trip.
In a report prepared for lastminute.com, the Future Foundation identified GranTravel, as they called it, as one of the key new trends in travel and leisure. The foundation described “a new generation of active grandparents who travel with their grandchildren, making the most of their free time and spending power, while the parents continue to work.”
Traveling with… Continue reading
In 1975, two globe-trotting American educators formed a not-for-profit organization called Elderhostel, which specialized in offering educational programs and tours for older folks who appreciated both traveling and lifelong learning opportunities. The name “Elderhostel” was a play on the youth hostel concept, popular in Europe, which one of the two had experienced during his backpack-carrying wanderings.
Elderhostel trips, which combined various on-the-road classes with inexpensive lodgings, soon branched out from the U.S. into international travel, emphasizing learning about other cultures and their history and people through lectures, excursions and field trips.
While the organization – now nearing 40 years old – has been a success, it became increasingly clear that the name “Elderhostel” was becoming a drag on its growth. Baby boomers – who as they aged were becoming the key target demographic for Elderhostel trips… Continue reading