Contiki broadens appeal with new Europe program
Youth operator Contiki is attempting to cater to its broadening demographic with an increased number of optional local experiences and the addition of smaller group touring product.
Its 2014/15 Europe brochure, released this week, features double the number of Me Time optionals, rising to 100 from 50.
The range includes wine tasting in the Rhine Valley and schnapps discovery in Vienna although managing director Fiona Hunt was quick to stress that it's a "more high brow approach” to alcohol.
“We’ve really been pushing for the last few years to make our experiences more exclusive to Contiki, searching out product in Europe to really set ourselves apart from our competitors,” she told Travel Today.
Niche shopping experiences have also been added, although the more mainstream designer outlets remain a feature in a bid to retain appeal for its traditional demographic while luring a slightly older Contiki traveller.
“We’re really catering for both types,” Hunt said.
The approach has also seen it add a new eight-day sailing tour along Greece’s lesser-travelled Saronic coastline for no more than eight travellers to the new program.
“It’s a bit of a shift but we’ve been playing with the idea of smaller groups for a while,” Hunt said, adding those types of itinerary could become more common if this one proves a success with its increasingly "sophisticated" customers.
Meanwhile, the fleetwide roll-out of wifi is now complete, with 90% of Contiki hotels also offering wireless connections.
In addition, it will launch a new website at the end of the week, with an improved booking engine scheduled to be implemented next week.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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