As the sober travel trend gains momentum, Contiki is responding to the rising demand for alcohol-free experiences by launching six new itineraries tailored for the ‘Sober-Curious’ traveler.
This strategic move follows insights from Contiki’s 2024 Voice of a Generation Survey, which revealed that 83% of respondents aged 18-35 expressed keen interest in entirely sober travel experiences. “The data doesn’t lie. Young travellers are not only drinking less in general but are also increasingly curious as to what a completely sober travel experience would look like,” said Contiki CEO, Adam Armstrong.
Armstrong emphasized that while the itineraries are focused on sobriety, they remain inclusive. “Of course, our travellers can still enjoy an Aperol in Rome or some Beaujolais wine at the Contiki Château if they want to, but these sober-curious trips are part of a suite of cultural experiences we offer that prioritise the buzz of travel over anything else.”
Exploring Britain and Ireland
Launching in August, the itineraries will guide travellers through Britain and Ireland, focusing on cultural, historical, and culinary experiences, as well as physical activities.
Key highlights of the sober-curious tours include:
- A British baking class in Birmingham
- A rejuvenating yoga session followed by a barn lunch in County Wexford
- A twilight walking tour through Dublin’s historic streets and folklore
- A sustainably sourced farm-to-fork dinner in Manchester
- A scenic hike to Arthur’s Seat in Edinburgh
- An immersive experience at the renowned Edinburgh Fringe Festival
Introducing Contiki Run Club
In addition to sober-curious trips, Contiki is also launching a new travel style aimed at active travellers: The Contiki Run Club, combining iconic destinations with a variety of running experiences.
Set to debut in 2025, Contiki will offer two itineraries under this new category:
- European Highlights (14 days, departing August 25)
- European Whirl Plus (19 days, departing September 7)
The European Highlights itinerary takes travellers on a journey through London, Paris, the Beaujolais Wine Region, the French Riviera, Florence, Rome, Munich, and Amsterdam before concluding in London.
The European Whirl Plus follows the same route up to Rome but extends to Venice, Hopfgarten im Brixental, Prague, and Berlin before wrapping up in Amsterdam and returning to London.
According to Contiki, these trips are designed to cater to travellers of all fitness levels. Product Development Director Emma McMahon highlighted the industry’s growing interest in active travel, as reflected in Contiki’s annual survey findings.
“The appetite for active trips with Contiki is clearly interesting: we saw bookings on our active trips surge 105% from 2023 to 2024,” McMahon stated.
With these new offerings, Contiki aims to provide diverse travel experiences that align with the evolving preferences of young adventurers, whether they seek mindful exploration or active adventures.
