Contiki's ‘always on, everywhere’ approach.

82 travel agents and tour operators folded in 2021 alone. So, an unpredictable travel landscape and a new Gen Z audience with almost zero brand awareness meant Contiki’s re-entry was fraught with risk.

1. Booking windows used to be 9 months pre-pandemic, however, were now just 2 months before departure.
2. Millennials who knew and loved the brand would soon be too old to go on a Contiki.
3. Brand awareness with their new Generation Z audience was almost non-existent.

To add complexity, the media landscape had completely changed for the travel industry meaning there was little reliable historical data and no tour map.