Amid the rise of the sober travel trend, Contiki is introducing six new itineraries to cater for the rising demand for alcohol-free travel.
The decision to introduce these ‘Sober-Curious’ itineraries followed findings from Contiki’s 2024 Voice of a Generation Survey, which revealed that 83% of respondents aged 18-35 expressed interest in completely 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.
He noted that, while these itineraries are geared towards sobriety, they’re in no way prohibitive. “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.”
The itineraries, which will first depart in August, offer travellers tours of Britain and Ireland that focus on cultural activities, historic monuments, culinary experiences and physical activities.
Highlights include a British baking class in Birmingham, a yoga session and barn lunch in County Wexford, and a twilight walking tour of Dublin’s historic streets and folklore. Guests can also enjoy a sustainably sourced farm-to-fork dinner in Manchester, hike to Edinburgh’s Arthur’s Seat and immerse themselves in the buzz of the Edinburgh Fringe Festival.
New running itineraries
Contiki is also launching a new travel style targeting active travellers: The Contiki Run Club, combining iconic destinations with a variety of runs.
Contiki will offer two itineraries for the Run Club in 2025: European Highlights, a 14-day trip starting August 25, and European Whirl Plus, a 19-day trip departing September 7.
The European Highlights itinerary will guide travellers from London to Paris, the Beaujolais Wine Region, the French Riviera, Florence, Rome, Munich and Amsterdam before returning to London.
The European Whirl Plus trip follows the same itinerary until the trip reaches Rome. After this, travellers will visit Venice, Hopfgarten im Brixental, Prague and Berlin before reaching Amsterdam and thereafter returning to London.
Contiki said the trips catered for all levels of fitness.
Product Development Director Emma McMahon said the new travel style responded to an industry trend towards active adventures, uncovered by Contiki’s Annual Voice of a Generation Survey.
“The appetite for active trips with Contiki is clearly interesting: we saw bookings on our active trips surge 105% from 2023 to 2024.”
