Culturious, Tauck World Discovery's new baby boomer brand, will launch this month with three destinations instead of the seven originally planned.
For 2009, Culturious is going forward with Tuscany and Cinque Terre (eight days), Peru (12 days) and Manitoba (7 days), but not Croatia, Costa Rica, Peru and Vietnam/Cambodia.
Next year, Culturious will add South Africa/Namibia (13 days), Provence (eight days) and Costa Rica (eight days).
"When the economy didn’t perk up, we altered our launch from a full launch to a staggered launch," said Tom Armstrong, Tauck's marketing communications manager. "What we really wanted to avoid was to cancel any departures."
The first Culturious departure to Peru is on Aug. 22, followed by the initial departure to Tuscany on Aug. 29. The first Manitoba tour departs in late October, timed to coincide with the annual polar bear migration.
Tauck incorporated findings from consumer research, focus groups and third-party experts to create a product it feels baby boomers want. The company concluded that traveling boomers desire to be active and fulfill some sort of cultural curiosity — hence the name Culturious.
For example, the Tuscany and Cinque Terre tour includes a visit with an art restoration specialist in Florence, cycling in Lucca and hiking in Cinque Terre.
Culturious trips target customers age 45 to 65, average approximately 16 guests per departure and range from seven to nine days.