Tauck World Discovery's new brand for active boomers, Culturious, is launching in 2009 with seven destinations and a focus on immersive cultural experiences and activities.
Culturious is a byproduct of Tauck Ventures, a new division Tauck quietly launched one year ago. According to Jeremy Palmer, director of Tauck Ventures, the division was created to uncover growth opportunities, whether through new brands or acquisitions.
The size and affluence of the baby boomer market prompted Tauck Ventures to zero in on this market first, Palmer said. Plus, Tauck didn't have a product that was a "strong fit" for customers 55 and younger, he added.
"Our Tauck World Discovery itineraries are perfect for our traditional customers, and Tauck Bridges trips allow us to reach young families," Tauck CEO Dan Mahar said in a news release. "With Culturious, we're able to leverage our expertise and serve travelers between those segments."
Tauck incorporated findings from consumer research, focus groups and third-party experts to create a product it feels baby boomers -- people in the 45 to 62 age group, by Tauck's rough definition -- want.
The company concluded that traveling boomers desire to fulfill some sort of cultural curiosity -- hence the name Culturious -- and want to be active.
With that in mind, Tauck developed seven Culturious itineraries: Provence, France (eight days); Tuscany and Cinque Terre in Italy (eight days); Croatia (eight days); the Canadian province of Manitoba (seven days); Costa Rica (eight days); Peru (12 days); and Vietnam and Cambodia (14 days).
The first departures are scheduled for August. The average price is about $475 per day, per person, not including air.
The itineraries incorporate elements of "authentic immersion" in the local cultures, according to Palmer, such as entering people's homes or shopping in local markets. Activities are an important component of the trips, ranging from bike rides to painting lessons.
The groups will have an average size of 20 people. The itineraries were built to accommodate longer stays in destinations -- three nights wherever possible, as opposed to one or two nights -- at small, luxury properties, according to Palmer.
There's plenty of free time built into the trips, with some afternoons off. "This is not an option-based product," said Palmer.
The Culturious brochure and website, Culturious.com, will be available in January.
The Culturious roster will likely expand in 2010, including the possible addition of a domestic itinerary, Tauck said.