With the trend of sober travel on the rise, Contiki is introducing six new itineraries to cater to the growing demand for alcohol-free travel.
The decision to introduce these Sober-Curious itineraries follows the results of Contiki’s 2024 Voice of a Generation Survey, which found that 83% of respondents aged 18-35 expressed an interest in completely sober travel experiences.
“The data doesn’t lie. Not only are young travelers drinking less overall, they’re also increasingly interested in what a completely sober travel experience would be like,” says Contiki’s CEO. Adam Armstrong.
He noted that while these itineraries are geared towards sobriety, they are by no means prohibitive. are part of a package of cultural experiences on offer that prefer the buzz of travel to anything else.”
The itineraries, which will depart for the first time in August, offer travelers tours of Britain and Ireland that focus on cultural activities, historical monuments, culinary experiences and physical activities.
Highlights include a British baking class in Birmingham, a yoga class and stable lunch in County Wexford, and a twilight stroll through Dublin’s historic streets and folklore.Guests can also enjoy a sustainably sourced dinner in Manchester, hike to Edinburgh’s Arthur’s Seat and immerse themselves in the buzz of the Edinburgh Fringe Festival.
New routes in operation
Contiki is also launching a new travel style aimed at active travelers; Contiki Run Club, which combines iconic destinations with different runs.
Contiki will offer two itineraries for 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 route will take travelers 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 route until it reaches Rome, after which travelers will visit Venice, Hopfgarten im Brixental, Prague and Berlin before arriving in Amsterdam and then returning to London.
Kontiki said the trips are designed for all fitness levels.
Director of Product Development Emma McMahon said the new style of travel echoes the industry’s trend toward active adventure, which has been identified by Contiki. Annual Voice of the Generation poll.
“The appetite for active travel with Contiki is clearly exciting. we saw our active travel bookings grow 105% from 2023 to 2024.”