For eBusiness & Channel Strategy Professionals (Length: 6 pages)

Executive Summary (This is a document excerpt)

Voluntourism — leisure travel that incorporates voluntary social service into the conventional tourist experience — is a noteworthy niche in today's travel market. A small but passionate group of travelers, voluntourists, represents only 3% of US online leisure travelers, but that's still roughly 3.5 million US adults. Comprised primarily of wealthy baby boomers who want to vacation with a purpose, the voluntourism group is poised to grow as these folks approach retirement and seek rewarding travel experiences with their additional free time.