How we helped invent a practical and innovative approach to new product development.
Tauck Worldwide, an industry leader with over 85 years in premium guided tours, wanted to push the envelope and create a new travel concept to meet the needs of a population increasingly comfortable with researching, planning, and traveling on their own. Tauck needed innovative thinking to define and build a new type of tour product—one that appealed to next gen customers and conveyed a unique brand identity while standing out from competitors in the crowded travel market space.
Tauck launched the Culturious brand as a totally new product line on-time and with unanimous board approval. The new brand, which consisted of 8 packages and destinations, met customer needs by offering small-group tours geared toward active baby boomers with an interest in active, culturally engaging travel. The brand won several awards, including the 2010 Innovation prize from the Connecticut Quality Improvement Award Partnerships (CQIA).
We needed a partner that could identify and flesh out high potential growth opportunities for the Boomer market. Our team from CMB was a great match: they were collaborative and the approach was comprehensive and forward-looking. The insights from this project were invaluable as we created Culturious from concept to award-winning brand.
VP; General Manager TWD Land, Events & New Ventures, Tauck
About the Client
Tauck is one of the first pioneers of small group tours. They small group guided tours are all about discovering local culture through authentic learning experiences, exploring off the beaten path, and meeting the locals. Learn more here.