2022 wasn’t quite off to the bright start the travel industry was looking for, but Contiki ushered in the New Year with a new look to reflect a brighter future and the desire for authentic interactions.  

“We wanted to reflect the way [our engaged travellers] spoke about their trips — the energy, the passion and optimism. We wanted to be able to say, ‘we look how we feel,’” Sheralyn Berry, President of Contiki Canada tells Travel Courier. “With the bold and bright new colour shade, energetic tones and fun executions, we feel we have captured this well.”

The evolution of the brand identity aligns with its focus on sustainability, with Contiki committing to all trips from Jan. 1 being carbon neutral.

“Travel is a massive contributor to economies across the globe, it drives conservation, it supports artisans worldwide and sustains whole communities. There’s no vaccine for climate change,” she says. “If we don’t act now to rebuild our industry in a sustainable way, taking responsibility for our emissions and prioritising reduction efforts, we will find ourselves reeling from the impacts of climate change – as so many places around the world have experienced with extreme wildfires and flooding for example.”

Berry says sustainability plays a role in people’s buying decisions, especially Contiki clients as the millennial and Gen-Z generations have been dubbed the ‘sustainability generation.’

“I believe this will only increase in the years to come, so it’s integral for Contiki and the travel industry to pay attention to this. People will always want to jump on a plane and head to far flung destinations – it’s our job to provide a responsible experience for guests when they do.” 

Contiki’s Climate Action Plan utilizes a multi-pronged approach to reduce emissions and offset unavoidable emissions.

“Our plan is not marked by one quick fix, because there isn’t one,” she says. “It’s marked instead by our commitment to learn and adapt, as technology and innovation moves us closer to the collective global goal of reducing carbon in our atmosphere.”

For example, across all its owned properties, Contiki will reduce food waste by 50% by 2025, with Gasthof Schöneck already on its way. In Europe, tours use the most fuel-efficient coaches with Euro 6 engines, and new rail trips are being developed, which have a lower carbon footprint than planes. There are also plans set to increase local and organic products in its supply chain by 2025.

“This brand evolution is an exciting statement for us heading into 2022 and we’re looking forward to the time we can all travel together,” she says.

Notably, the refresh also highlights the joys of social connections and interactions which were forced to be put on hold due to the pandemic. 

“We are noticing the 18-35-year-olds are ready to travel and they are booking,” says Berry. “Many years have gone by where they have had to put their travel dreams on hold, and they are not waiting any longer. It is wonderful to see young Canadians are booking trips that are longer in duration and to destinations that have typically not been booked in years past by this demographic. They are willing to spend more on their epic adventure and are not hesitating when doing so. Europe is still the #1 destination for 2022, but we are seeing an incredible blend of countries, cities and travel styles being booked.”