Contiki Overhauls Brand Identity to Target Gen Z Wellness Trends

Contiki is launching a major brand identity overhaul to align with Gen Z’s preference for wellness and local culture over traditional party-centric travel. The company has 254 trips and is implementing a brand transformation that includes launching new itineraries and changing existing ones to provide more choice and active experiences.

The image of young travelers piling into a coach hungover to see European landmarks is fading. In its place is a new demographic filming OOTD’s—outfits of the day—while hiking through the Dolomites or joining run clubs in Rome. To keep pace, Contiki is shifting its focus from the high-energy nightlife of the Millennial era toward a health-conscious, experience-driven model.

Gen Z’s Shift Toward Wellness and Local Culture

The pivot is backed by a clear change in traveler priorities. A survey of 18 to 30-year-old Australians conducted last year showed that 43 per cent of respondents cited experiencing local culture as the primary reason for their next trip, while only 10 per cent were looking for a party scene. This follows a global survey from the previous year indicating that 83 per cent of 18 to 35-year-olds would consider an alcohol-free travel experience.

There is definitely a solid trend of less alcohol consumption. They want to be getting up in the morning and doing a run through Rome. Then they will want to go out three or four nights later.

Ms Ambler

Brit Wiltshire notes that this transformation is evident on the ground.

Photo: Theaustralian

The Growth of Contiki Outdoors and Active Travel

To capture this demand, Contiki has expanded its offerings beyond the traditional bus tour. The company now categorizes its trips into eight different groups, with Contiki Outdoors serving as a primary pillar for active travelers. Between 2023 and 2026, the number of trips classified as active doubled.

The Active Alps trip, launched in 2023, saw customer growth of 856 per cent. Demand for hiking trips in the Dolomites has become so high that the company is rapidly adding new departures.

I think there’s something really appealing about Italy and the Dolomites and a hiking trip because it ticks both of the boxes: you get that Italian culture and the amazing Italian food, but then you’re also having an active experience.

Ms Ambler

Ditching the Big Bus Stereotype

A central goal of the rebrand is to distance the company from the stereotype that all Contiki trips involve a large coach. Currently, only 40 per cent of the 254 available trips actually use a coach. Ms Ambler expects this percentage to shrink as the company incorporates more rail travel in Europe to provide greater choice and access to unique locations.

The new strategy aims to handle the boring stuff—logistics, transport, and lodging—while leaving the middle of the trip open for the personalization and flexibility Gen Z demands.

The Persistence of Contiki Originals

Despite the wellness pivot, the rowdy party days are not entirely extinct. The company continues to offer Contiki Originals for those who still want to visit major landmarks like the Eiffel Tower or prioritize social nightlife. While the drinking and partying aspect of these trips has decreased, they remain the primary option for travelers focused on the bucket-list experience.

Brit Wiltshire said that whereas guests used to draw routes and mark must-see locations on their own maps, modern travellers now arrive with extensive knowledge of a destination, seeking local insight, authentic experiences and access to places and moments they would not easily discover on their own.