Topdeck Transitions to Small Group Tours to Meet Gen Z Preferences

What's Happening?

Topdeck, a travel company known for its large coach tours, has announced a strategic shift to exclusively offer small group tours starting April 2026. This decision follows extensive research indicating a strong preference among Gen Z travelers for smaller, more intimate travel experiences. According to Anna Fawcett, GM APAC of Global Touring, the move is a response to evolving customer needs post-COVID, with Gen Z travelers seeking deeper connections and less overwhelming group sizes. The company conducted a survey of 2,000 young people aged 18 to 30, revealing that 68% preferred groups of up to 20 people, with only 2% favoring the larger 48-person groups previously offered. The new small group tours will allow for more personalized and immersive experiences, such as dining in local tavernas and accessing cultural sites more easily.

Why It's Important?

This shift by Topdeck reflects broader trends in the travel industry, where personalization and authentic experiences are increasingly valued, particularly by younger generations. The move to small group tours aligns with Gen Z's desire for meaningful travel experiences that foster genuine connections. This demographic's preferences are reshaping the travel market, pushing companies to adapt their offerings to remain competitive. By focusing on smaller groups, Topdeck aims to enhance customer satisfaction and loyalty, potentially increasing market share among younger travelers. The change also highlights the importance of flexibility and adaptability in the travel industry, as companies must respond to shifting consumer demands to thrive.

What's Next?

Topdeck plans to implement the small group tours by April 2026, with a public launch scheduled for late September. The company will provide training for travel agents to ensure they are equipped to promote and sell the new tour format. As the transition unfolds, Topdeck will likely monitor customer feedback and adjust its offerings to further align with traveler expectations. The success of this initiative could influence other travel companies to consider similar shifts, potentially leading to a broader industry trend towards smaller, more personalized travel experiences.

Beyond the Headlines

The move to small group tours may also have cultural implications, as it allows travelers to engage more deeply with local communities and cultures. This approach can foster greater cultural understanding and appreciation, contributing to more sustainable and responsible tourism practices. Additionally, the emphasis on authentic experiences may encourage other sectors within the travel industry to prioritize cultural sensitivity and inclusivity in their offerings.