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The Expert in Baby Boomer Travel

Travel Copywriter

Walking the World

We had out-of-town guests over the weekend, and one recurring topic of conversation was how much we all like shopping at Costco.

Costco draws baby boomer travelers and other customers primarily through word-of-mouth advertising

Costco draws baby boomer travelers and other customers primarily through word-of-mouth advertising

For instance, when they mentioned they needed new luggage for an upcoming cruise, I suggested looking at Costco, because that’s where we’ve been buying luggage for years — great quality at half the price or less. They quickly agreed to check it out.

While I wasn’t getting a commission (and am not for anything I write here today), that was a classic example of word-of-mouth advertising. And it didn’t cost Costco a cent.

Then today I came upon this fascinating piece in The Huffington Post about “Ten Cult Brands So Popular They Don’t Need to Advertise.”

One of them is Costco.

According to Jillian Berman, who wrote the piece, Costco does use social media to reach… Continue reading

Walking the World group -- all aged 50-plus -- hikes in Ireland. Photo from Walking the World

Walking the World group — all aged 50-plus — hikes in Ireland. Photo from Walking the World

In a previous post I talked about Walking the World, an adventure  tour company headed by veteran guide Ward Luthi, which caters just to travelers age 50 and up and specializes in walking and hiking trips in Europe, Asia, Latin America and beyond.

Luthi — who has met challenges as an Outward Bound instructor and successful tour company owner since 1987 — is now taking on new ones: giving back to local people around the world — particularly to those in Central America — who, as he puts it, “have given so much to me and my fellow travelers.”

Giving back is one of three pillars of Walking the World’s motto: “Get Up — Go Wild — Give Back.”

“Get Up” essentially means getting off the couch or up from… Continue reading

Back in the 1980s, Ward Luthi — an experienced Outward Bound instructor and adventure tour guide — served on the President’s Commission on Americans Outdoors. The commission, he says, found that “active outdoor travel was rated one of the top three goals of older adults.”

Walking the World trips are limited to those aged 50-plus -- who are mostly baby boomers. Photo from Walking the World.

Walking the World trips are limited to those aged 50-plus — who are mostly baby boomers. Photo from Walking the World.

Based on the commission’s findings, Luthi in 1987 founded Walking the World, which he says was the first company to offer active outdoor adventures just for those aged 50 and above in the U.S.

It was a prescient move, because with almost all the 76 million U.S. baby boomers — the most active generation of older travelers ever — now reaching 50-plus (the youngest boomers are 49), Luthi’s target market is growing exponentially.

I’ll be talking more about Walking the World tomorrow and… 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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