Tauck is making a strategic play at a younger demographic to its traditional touring program, introducing Roam by Tauck, the company’s first new brand in 10 years.Jeremy Palmer, Tauck’s President, gave LATTE an exclusive heads up on the program at Virtuoso Travel Week on Tuesday this week ahead of the formal announcement.“We are extremely proud of our 100 year legacy, but always looking to move forward,” Palmer said of the travel company’s 100 year anniversary.
“In 2025/26 we’re launching 30 new tours and cruises. We have a multi-year investment in riverboats coming up, which starts with two new vessels in 2026. One on the Seine, one on the Rhone, and we are launching our first new brand in over a decade.”Roam by Tauck will debut 12 itineraries across six continents by 2027, with at least five journeys set to launch in 2026. Itineraries will range from five to 11 nights to fit a variety of lifestyles and holiday windows. Palmer explained that Roam by Tauck is specifically designed for Gen X – travellers in their 40s and 50s.“We’re premium and we have the best guides in the world, in our opinion. Tonnes of culture, tonnes of care, tonnes of relationships. Premium access, VIP access. Basically it’s effortless. It’s really social, a fun experience.”“For Roam, all of those really good elements remain, but the 40 and 50 year-olds are looking for something a little different than retirees.”
“What does that boil down to? A couple of things logistically.”“These will be our smartest groups that we have. They’re just 16 people. There will be less movement,” Palmer explained.“They will be a little shorter – so people can get away from their jobs and come back – but they will be one, or two, or three destinations. If it’s a five-day itinerary, it’ll be two destinations. If you’re going to Australia, it will be three destinations.”Palmer noted that the “real difference” for Roam by Tauck will be “trying to be more flexible”.“Think 50% on, 50% off. Fifty percent of the time, it’s everything you’d expect from Tauck. Curated, effortless, etc. But the other 50% of the time, we want to meet you where you are. So if you want to have a lie in, if you want to go to the spa because the hotels we are going to have amazing retreats, you can do those things.”“If the traveller wants to get guidance and get guided to explore a Michelin Star restaurant, or if the client wants to go hike a mountain, the team will help you do that,” he said. “Rather than having it all be structured. It’s still social, it’s still effortless. There’s still all these really cool experiences, but we’re trying to meet you where you are, so you can spend more time being active or spend more time just savouring the experience.”Available by land, river, and small ship, Roam by Tauck tours will be revealed and open for booking before the end of the year, with first departures set for August 2026.Tauck CEO, Jennifer Tombaugh, said “The new brand name intentionally evokes exploration, freedom, and the pleasure of discovery designed for a new generation of Tauck guests. Tombaugh added, “Premium pricing for Roam by Tauck will be comparable to the company’s higher-end offerings, designed for a younger luxury traveller seeking more flexibility and adventure.”David Clark, Managing Director Australia, believes the new Roam by Tauck “will undoubtedly be very well received in our region. “We know that our travellers prefer smaller groups, and our new brand meets a gap in the market. A high-end travel product of this nature that offers the flexibility to personalise, with signature experiences and, importantly, has active options, will be particularly attractive to our Australian travellers in their 40s and 50s. “It’s inspiring to launch an innovative travel brand in Tauck’s 100th anniversary year,” Clark added.
