Contiki Rebrands With Focus on Wellness and Adventure
The travel operator is updating its itineraries to prioritize cultural experiences over traditional nightlife for young travelers.
Updated on Oct. 28, 2026 in Adventure Travel
Live Poll
On your next vacation, would you prioritize health and wellness activities over nightlife and parties?
Contiki has officially launched a new brand identity, re-imagining 76 of its 254 global travel itineraries. The update focuses on wellness and local culture as demand shifts away from traditional party-centric group travel.
Why it matters
Travelers aged 18 to 35 are increasingly prioritizing local cultural engagement and health-conscious journeys. By pivoting its offerings, the company aims to better align its group trips with the evolving values of a modern, well-traveled younger demographic.
Contiki has organized its 254 total trips into eight new categories, including Contiki Luxe, as 40 per cent of current trips still utilize coach transport. Customer interest in active products has surged, with the Active Alps classification seeing growth of 856 per cent.
The players
Contiki
This travel company specializes in group tour packages specifically designed for young adults aged 18 to 35.
The details
The operator is modifying group sizes, trip lengths, and modes of transportation to cater to changing tastes. Furthermore, the brand will transition its existing Make Travel Matter experiences to a new designation called Wander Lightly starting in January 2027.
Timeline
October 28, 2026: Contiki launched its new brand identity.
2023: The Active Alps trip was initially launched.
2023-2026: Active trip classifications doubled.
2025: Contiki conducted a survey of young Australians.
January 2027: Make Travel Matter experiences rebrand to Wander Lightly.
Travel Outlook
This pivot reflects a broader industry movement where youth-oriented travel companies are distancing themselves from party-focused reputations. By formalizing these categories, the brand is positioning itself to capture the rising market segment of travelers seeking health-conscious and cultural immersion.
Travelers should review the eight new trip categories when booking to ensure their itinerary matches their preference for either active adventures or wellness-focused experiences. Those looking for alcohol-free travel options will find a wider selection of tours tailored to these specific health priorities.
The takeaway
Young travelers are increasingly moving away from high-party environments in favor of active, culturally immersive experiences. When planning group travel, consider prioritizing operators that offer clearly defined wellness or active tiers to better align with these personal health goals.
What happens next
The transition of all Make Travel Matter experiences to the new Wander Lightly branding is scheduled to take effect in January 2027.
Further reading
Learn more about the latest trends in the industry by visiting our Adventure Travel section.
Live Poll
On your next vacation, would you prioritize health and wellness activities over nightlife and parties?
