Contiki captures millennial travellers with user-generated content

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

This year, youth travel brand Contiki turns 55. Launched in 1962 by a bunch of Aussies and Kiwis in a minivan heading off to tour Europe, the brand that began life marketing itself to the Baby Boomer generation has reinvented itself again and again.

When Katrina Barry came on board as managing director three years ago, her remit was to update the company's offering to lock down the millennial traveller, who had starkly different expectations and a taste for independent travel.

"My boss, who has been at Contiki for as long as I have been alive, said to me, 'Back...

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