What do The White Lotus, Mamma Mia!, and Emily in Paris all have in common? These films and TV shows are part of a pop culture movement driving booking decisions amongst 52% of millennials1 seeking adventures in Europe.
Also known as the “White Lotus effect2” the fad saw a dramatic increase in searches for Southern Italy and Europe in the past year. The rise in pop culture inspired travel has seen Contiki create nine bespoke itineraries of their most popular European trips specifically for 27–35-year-olds.
These nine tours have been curated with millennials in mind – to give them unforgettable experiences with a community of like-minded people who are passionate about travel, and allowing them to explore Europe’s most romantic destinations.
This comes off the back of data showing that approximately two-thirds of millennials wish to travel overseas in the next 12 months, with over half of them wanting to tour to socialise and meet new people (54%).*
Ranging from shorter six-day trips to epic 22-day stints, the nine tours offer up culturally immersive experiences with expert tour guides in some of the most iconic and beautiful destinations across Europe, including Italy, Greece and France, which have cemented their place on the European “hot list” thanks to recent hits gracing the stage and screen.
The new millennial-inspired versions of Contiki’s most popular European group tours include:
- European Discovery
- Italian Escape
- Real Sicily
- Rome to Barcelona by Train
- Italian Espresso
- Italian Escape and Sicily
- Simple Italy
- European Inspiration
- Ultimate Italy
Toni Ambler, Managing Director, Contiki Australia, said: “We want choice to be at the heart of everything we do. Of course, every 18- to 35-year-old is welcome on our trips (in fact, bringing together these travellers is what we do best) but we also know there are travellers who might want to explore the world with people closer to their own age.
“For those millennials, we’ve created tours tailored to the things they value most: fun experiences and stress-free travel, all with people of a similar age. We’ve seen a surge in searches for Italy and Europe after television series such as The White Lotus and Emily in Paris, so it was an easy choice to pick our most popular European destinations for this limited-edition trip series.”
Brisbane local, 28-year-old Josephine Tucker has been on nine Contiki tours and absolutely loves the ease and convenience of pre-booked group travel.
Tucker said: “I love the confidence and the security that comes with knowing you’re not going to be travelling solo. There’s no pressure to find a big group of friends to travel with every single time. It’s the certainty that draws me back, knowing you’ll be connecting with like-minded people who are also passionate about travel. I’m looking forward to checking out the new 27 - 35 trip series and entering into a new phase of Contiki travel.”
Being a leader in group tour travel, Contiki’s adventures are curated by travel experts to include amazing destinations, transport, accommodation and experiences, while giving passengers access to a global community. From the locals who show you the world through their eyes, to the strangers who become your new BFFs – these are the kinds of connections that last a lifetime.
If you fall into the Gen Z category, you can still jump on the pop culture trend with Contiki’s worldwide tours that cater specifically to 18–22-year-olds.
Travellers between the ages of 27 and 35 can join these limited-edition tours by visiting: www.contiki.com/en-au/activity/27-35-trips
* Niamh Hamill niamh.hamill@elevenpr.com.au
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