Seeking to create an adult travel program to supplement its student programs, a planning effort included (1) an assessment of potential visitor markets, (2) identification of the target markets that could be most effectively attracted to the new offerings, (3) the experiences that would be required to attract adult travelers, (4) the marketing programs that would be necessary to attract adults, (5) the likely cost structure of the program, and (6) the specific marketing messages needed to generate responses from the target adult visitor markets.