— Desire for Life Experiences Keeps People Traveling Despite Economy —

NEW YORK, December 2nd, 2008 – Virtuoso®, in conjunction its worldwide network of 300-plus member travel agencies, including TMI Tours & Cruises in Coeur d’Alene, ID, has launched a new consumer advertising and marketing campaign, ‘Return on Life™’ (ROL). The message celebrates the idea that today a rich life is not measured by personal possessions, but by time well-spent with loved ones on journeys to new destinations and the memories created by these experiences. The concept behind the campaign supports TMI Tours &Cruises’ focus on custom, unique trip design, a growing trend in experiential travel, and reflects the travel patterns that Virtuoso and TMI Tours & Cruises have seen with their own clientele of high-income households, indicating a shift in consumer motivation and expectations regarding travel. This shift is consistent with recent reports that show consumers are still collecting life experiences, most notably in the way of travel, even as their appetite for acquiring luxury goods slows.

According to Matthew D. Upchurch, CEO of Virtuoso, “We are now facing a time of economic uncertainty and naturally people are taking time to reflect on what’s important to them: personal fulfillment and enrichment, quality time with family and friends, and the opportunity to detach from their everyday worries and de-stress. ‘Return on Life’ encapsulates these desires, and travel is one of the best conduits to achieving a higher ROL.”

“We increase our clients’ ‘Return on Life™’ by helping them realize and fulfill their travel goals,” says Rhonda Sand, owner of TMI Tours & Cruises. “We are in the business of creating life experiences for our clientele, and we’ve reached a point where consumers are placing more value on these experiences. Their time is precious and they want to build lasting memories with loved ones, whether it’s traveling with their teenagers before they head to college or with their own parents; they want to make the most of it. These travel experiences at various stages of their lives are what build their Return on Life™ portfolio, and we make sure they spend this limited time wisely.”

TMI Tours & Cruises’ advertising and marketing collateral will reflect the  ‘Return on Life™’ concept by focusing on what is important, explaining that money can be lost and made again; however, time, once gone, is irreplaceable. The message reinforces the importance of working with a knowledgeable travel advisor when looking for someone to trust with an asset as valuable as free time. At a time when discretionary spending, even for the affluent, comes with careful consideration, a professional advisor from TMI Tours & Cruises will provide travelers with a confidence and advocacy that starts with the planning process and stays with them throughout their journey.

As Virtuoso unveils the various aspects of its ‘Return on Life™’ campaign, clients of TMI Tours & Cruises will be able to view ROL-related marketing materials in print and online. The network’s own award-winning magazine, VIRTUOSO LIFE, which is available exclusively to clients of Virtuoso member agencies, will continue to focus on authentic travel experiences that capture ROL. The editorial content from current and past issues is available for online viewing at Advertisements explaining ‘Return on Life™’ will begin to appear in the network’s prospecting publication, INSIGHTS, by December 2008 and online immediately. Travel opportunities that focus on life stages and personal fulfillment, as well as value-oriented options, all of which are available through TMI Tours & Cruises, are available at

TMI Tours & Cruises

TMI Tours & Cruises is located in the lower level of the Coeur d’Alene Chamber of Commerce Visitor’s Building in beautiful downtown Coeur d’Alene, Idaho across from the Coeur d’Alene Resort. We arrange extraordinary travel experiences for visitors to the Pacific Northwest. We specialize in the creation of unique holidays, retreats, and corporate visits, meetings and events throughout the Inland Northwest of Idaho, Eastern Washington, and Montana. Using our handpicked collection of elegant hotels, lake cabins, chalets, cabin rentals, homes, activity companies, culinary operators, luxurious lodges, wineries, yachts, aircraft, and other transportation companies, we stretch our imaginations to engineer the perfect visits to our beautiful area.

TMI is a certified, woman-owned business and is located in a Hub Zone. We are also a multi-lingual company speaking Spanish, German, Chinese, and Japanese.  Coeur d’Alene is also sometimes abbreviated as CDA. It is located in the Western USA between Montana, Washington and Western Canada.

About Virtuoso

Virtuoso® is the industry’s leading luxury travel network. This by-invitation-only organization comprises over 300 agencies with more than 6,000 elite travel specialists in 22 countries in North and South America, the Caribbean, Australia and New Zealand, as well as over 1,000 of the world’s best travel providers and premier destinations. The network’s member agencies generate over $5.1 billion annually in travel sales, making the group the most powerful in the luxury travel segment. Their relationships with the finest travel companies provide the network’s affluent clientele with exclusive amenities, rare experiences and privileged access. Virtuoso is the exclusive network of travel services and benefits provided by MasterCard® for participating World Elite MasterCard® programs. For more information, please visit


For further press information, please contact:
Rhonda Sand
TMI Tours & Cruises
Ph: 208-765-1111
Email: [email protected]


Misty Ewing
Virtuoso – Director, Public Relations
Ph : 212.588.8242 or m: 206.484.8022
Email: [email protected]