Hike The Way is a tour operator specialized in European trips that combine outdoor hiking with sightseeing and cultural activities. Our market is the United States, the demographic is varied (14-60 yr olds) but turning more towards the mature side.
Our trips are not that physically demanding, more "walk" than "hike" but still require walking 10-15 miles/day. The target are older audiences that are interested in culture, history, but not too old that can’t deal with the walking. The logo should be appealing to that demographic, so in other words, not something radically modern but a little more conservative while keeping the “fun” component. After all, it is meant to be an adventure.
For the final round, with your logo modifications, please provide a sample business card design. Also, if possible, a composite of what the logo would look like on merchandise, like for example, a t-shirt.