Contiki’s 2013-14 Europe tours 15 per cent cheaper

CONTIKI, the touring specialist for 18 to 35-year-olds, introduced its 2013-14 brochure for Europe to trade partners in Singapore yesterday, having orchestrated similar launches in Australia, New Zealand and Canada over the past two months.

Some 11 new itineraries have been added, including Greek Flotilla Sailing, Best of Russia and Croatian Island Hoppers. Travellers can choose from 95 itineraries across six different travel formats such as Time Out, which takes participants to multiple-countries or particular regions at a fast pace; Concept Tours, which incorporates exclusive accommodation and activities; or Camping Tours, designed for individuals on tight budgets.

According to Contiki’s head of sales and marketing for Asia, Lynn Koh, prices for its 2013-14 European tours have tumbled by around 15 per cent relative to the 2011-12 edition. “The savings we’ve made from the depreciation of the euro and US dollar have been passed on to our customers. This is a point travel experts should actively highlight,” she said.

On average, the tours cost US$1,800 per pax, last between three and 46 days, with around 50 pax travelling together each trip.

Meanwhile, the 50-year old brand has launched a new marketing campaign to connect with the increasingly wired Gen X and Y segments. Entitled #noregrets, the campaign leverages social media platforms such as YouTube, Facebook and Twitter, as well as search engine optimisation to generate interest and encourage bookings.

“This is one of Contiki’s biggest and most unified marketing campaigns to date. The messages and language we’ve adopted resonate strongly with our target audience, which does not respond to traditional media such as print. The campaign will be rolled out solely online,” said Koh.

Workshops have already been conducted for travel experts in Japan and South Korea, while those based in Malaysia, Taiwan, the Philippines and Hong Kong will attend similar training sessions over the next few weeks.

Contiki plans to organise workshops for Singapore-based travel companies in early 2013, with refresher courses conducted prior to the bi-annual National Association of Travel Agents Singapore fairs.

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