The "baby boome" (people aged between 45 and 64) adventure traveler is frequently awakening (or re-awakening) to the adventure traveler experience later in life. Many find themselves with extra time and money as their children have moved from the house or they enter retirement with good health and a curiosity to do things they couldn't during their working years. They have large budgets and value adventures combined with a cultural experience. they also book through tour operators and ma take two to three international trips a year. increasingly, they are bringing grandchildren along. This group is inspired by their reading materail, television series (Survivor, Amazing Race) and especially stories from friends and families. Offering something unique and difficult to attain will be key with this group. "Experience" and "authenticity" are key words/concepts that resonate with this group.