An Interview with Road Scholar’s Maeve Hartney
This is the first in a new Amevida interview series where we sit down with the visionaries and change-makers who are focused helping people everywhere “Live Amevida.” We spoke with Maeve Hartney, Chief Programs Officer at Road Scholar , a leading not-for-profit operator of educational travel for older adults.
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Introduce us to Road Scholar, what is your mission and how did the idea for the company originate?
Maeve Hartney: Road Scholar is a not-for-profit world leader in educational travel for older adults. When we were founded in 1975 as Elderhostel, our programs looked a bit different than they do today. Back then, participants stayed in college dorms on campuses across the country and attended lectures in the halls and classrooms from university professors. We’ve evolved over the past 50 years into an educational travel organization. Participants today stay in hotels, conference centers and aboard ships. But we still serve older adults, and we’re still a not-for-profit with a mission of education. So all of our programs are still designed with learning at the center. Today the learning is more of a combination of traditional lectures and experiential learning, out in the field.
What type of customer/consumer do you typically serve?
MH: We serve folks 50-plus, and the average age of a Road Scholar is 72. That doesn’t count the kids and grandkids that join for our Family and Grandparent programs. Our participants are people who travel to learn. They’re not there to sit on a beach or spend a day at the spa when they travel. They are active, adventurous, intellectually curious individuals with a huge breadth of lived experiences. A majority are women, and 25-30% are solo travelers (mostly women). And because of our focus on learning, many of them are retired educators.
Because we attract people for whom learning and exploration are passions, our participants automatically have common ground. We see friendships form very quickly, many that last a lifetime. Participants tell us again and again that they enjoy meeting and learning from their peers— it’s one of the things that keeps them coming back to Road Scholar.
How has travel changed in recent years, both from the point of view of the traveler and from yours as the operator?
MH: There’s been a shift in travelers being interested in truly culturally immersive travel. We were ahead of the curve in that regard. And as that trend has become more popular, in more recent years we’ve seen more concern from travelers that those culturally immersive experiences are done responsibly. This is something we have always strived to do, but we are now working to define more clearly as part of our sustainability practices. And that sustainability initiative also includes efforts to reduce and offset carbon emissions, which also marks a shift in travel in recent years. More folks are concerned about the very world they want to explore through travel. We’re now doing more to define our practices and make them more consistent across all of our programs, not just because it’s something our participants are showing interest in, but because it’s also the right thing to do. The world is our classroom, after all!
Do you find there is a particular type of trip that many of your customers are drawn to?
MH: Internationally, destinations like Italy, France, Ireland, Costa Rica, and African safaris are very popular. In the U.S., our National Parks programs are by far the most popular, many of which are physically active programs. Our Signature Cities collection is also very popular. These programs bring participants to iconic U.S. cities for six days, five nights, all at one hotel, for a deep dive into the history, arts, cuisine, and culture of that city.
Our breadth of programs is something our participants love. We offer programs on all seven continents, in 100 countries, and across the U.S., focused on a variety of topics, from marine biology or natural history, to pickleball or bridge. Our tiered activity levels and Road Scholar At Home online programs help us reach as many older adults as we possibly can.
Can you tell us a little more about the scholarships & grants program at Road Scholar? Why is that important?
MH: We have offered financial aid since the very beginning of our organization 50 years ago. It’s part of our not-for-profit mission. It’s important we offer scholarships and grants so that financial constraints don't post a barrier to learning with Road Scholar. We offer a general scholarship, a PEAR Scholarship for educational professionals, and a very special Caregiver Grant for fulltime family caregivers.
Is there a favorite trip that you personally have taken?
MH: Santa Fe and Taos: A Tale of Two Cities. An amazing destination, with great history, art and diversity.
If they are able, what should every person see (or where should they go) at least once in their life?
MH: Travel is so personal for everyone. I would suggest everyone go back to their roots and visit their ancestral homes, making sure to engage with the locals and immersing yourself in the local culture to connect with those who came before you.
For More Information…
Founded as Elderhostel in 1975, Road Scholar has served more than 6 million lifelong learners over the past 50 years. With educational adventures hosted by expert faculty in nearly 100 countries and throughout the United States, Road Scholar truly is a university of the world. Learn more at www.roadscholar.org/about.