Tour Operators Target Families to Expand Reach of Luxury Cultural Travel

Tour operators specializing in luxury cultural trips — many of which take travelers to locations such as prominent art museums and archaeological sites — have long focused on attracting older guests through their heavy use of lecture-like presentations.

But such companies are increasingly targeting younger travelers and families with young children by turning away from those professor-like talks while emphasizing the use of technology. The shift comes as more people are expressing an interest post-Covid in traveling with loved ones. Seventy-six percent of respondents to a recent survey of consumers in seven countries said they plan to travel more with their families in 2022 than in 2021.

"There is a really growing segment of travelers and a younger age group that really want to h