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Elderhostel loses the 'elder' to attract boomers
Memo to anyone trying to sell something to baby boomers: Keep the word "elder'' out of your brand name.
Most boomers are in a state of profound denial of aging, so the E word is a definite turnoff -- even if you've got one of the most respected names in your industry.
That was the problem confronting Elderhostel, Inc., the country's biggest name in educational travel for older adults....
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