06


Q1 • 2023


COVER STORY


TRAVEL BEYOND ORDINARY™ w


By Tim Sweeney


How does one of the fi rst international travel tour companies stay on top for nearly a century, weathering a pandemic that halted global travel completely? It combines modern marketing tools and top-notch content with tried-and-true practices, such as direct mail.


hen Arthur Tauck Sr. launched his first guided travel tour through New York and New England in 1925, he


had one simple philosophy: to make it fun and satisfy his guests. A former traveling salesman, Tauck Sr. thought vacationers from the big city might enjoy experiencing the places he saw on his sales routes with the help of a knowledgeable guide. He hatched the idea of a one-price, all-expenses-covered itinerary, and the guided tourism business was born. The travel company that still bears his name has been sailing—and flying and driving—along ever since, growing to offer tours the world over. At least, it was . . . until the COVID-19 pandemic hit. In March 2020, for the first time since


World War II, Tauck canceled all its operations. With a client base consisting of mostly high-income earners over the age of 55, one


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