Tauck Launches ‘Roam’: A New Brand Tailored for Generation X Travellers

Published on December 2, 2025

Tauck, a leading name in luxury guided travel, has announced the launch of its new brand, Roam by Tauck, catering specifically to travellers in their 40s and 50s. Designed to offer a flexible yet curated travel experience, Roam combines luxury with a sense of freedom, filling a niche in the luxury travel market for the dynamic and fast-paced Gen-X demographic.

The debut of Roam by Tauck reflects the growing demand for luxury travel experiences that offer the perfect balance between organised tours and independent exploration. According to Tauck’s CEO, Jennifer Tombaugh, the brand has generated significant enthusiasm within the travel community, particularly from travel advisors who recognise its potential to cater to a previously underserved market. This move signals Tauck’s commitment to evolving with the changing needs of experienced travellers seeking a personalised, yet effortless vacation.

Itineraries and Experiences: Designed for Flexibility and Discovery

Launching in 2026, Roam will initially offer five carefully curated itineraries, designed to showcase unique destinations while providing travellers with ample free time to explore on their own. The itineraries focus on well-known European and international destinations, with a mix of active experiences, cultural immersion, and relaxation.

The Bordeaux & The Dordogne itinerary, for example, offers an eight-day journey through two of France’s most iconic regions. Highlights include climbing Europe’s tallest sand dune, visiting family-owned vineyards for private wine tastings, kayaking along the Dordogne River, and exploring the historic town of Sarlat. Similarly, the San Sebastián & Rioja tour in Spain’s Basque Country features visits to medieval villages, gourmet dining experiences, and wine tasting at renowned vineyards in Rioja, along with hiking part of the famous Camino de Santiago trail.

In the Mexico City & San Miguel de Allende itinerary, guests will immerse themselves in the culture of two vibrant cities, with activities like private museum tours, food tours, and a hot air balloon ride over Teotihuacan. Accommodations on these itineraries are equally luxurious, with stays at upscale properties like the JW Marriott Mexico City Polanco and Casa de Sierra Nevada.

For those seeking a combination of land and river cruising, the Prague & The Danube itinerary offers a ten-day journey, including stays in Prague, Vienna, Budapest, and a river cruise along the Danube. Guests will have a private waltz lesson at Palais Pallavicini in Vienna and visit the Czech village of Cesky Krumlov.

Tauck’s river cruise offerings, like the Porto & The Douro Valley, showcase the beauty of the Douro River with a seven-day river cruise onboard the Andorinha ship, taking travellers through scenic vineyards, rock art safaris, and local food experiences.

What Makes Roam by Tauck Different?

Roam aims to appeal to travellers who want to experience the luxury of a guided tour without the constraints of a rigid schedule. Unlike traditional group tours, Roam offers the flexibility of substantial free time while ensuring that the most important experiences are guided and curated. Guests can expect to enjoy tailored excursions like private museum tours, cooking experiences, and wine tastings, with ample time to explore the destinations at their own pace.

Tauck has specifically designed the Roam brand to address the needs of the modern traveller—those who want to enjoy a well-planned holiday but without the stress of strict schedules and large tour groups. With a small group size (maximum 16 guests), the Roam experience allows for more personal interactions with local guides, greater access to off-the-beaten-path experiences, and an overall more intimate travel experience.

Pricing and Booking Information

Pricing for Roam’s inaugural 2026 itineraries starts at USD 6,390 per person, with variations depending on the destination and accommodation level. Given the brand’s strong emphasis on luxury and curated experiences, Roam is positioned as a premium product in Tauck’s portfolio, offering a high-value experience for those seeking exceptional travel with less rigid structure.

Roam will expand to include 12 itineraries in 2027, as Tauck aims to diversify its offerings and appeal to the growing demand for high-end, flexible guided tours. Early demand has already proven strong, with many advisors noting that the flexibility and uniqueness of Roam’s product set it apart from other luxury options in the market.

Roam by Tauck’s Appeal to Gen-X Travellers

Roam by Tauck provides an exciting new option for the 40–50 age group, who are increasingly seeking a balance between relaxation, cultural immersion, and adventure. The brand’s combination of structured and independent experiences meets the desires of travellers looking for a more flexible way to explore the world while still enjoying the benefits of a guided experience.

For travel advisors, Roam represents a unique opportunity to offer a high-end, adaptable product that fills a gap in the market for Gen-X travellers. With luxurious accommodations, flexible itineraries, and rich cultural experiences, Roam promises to be a standout in the growing luxury travel segment. As the brand expands, its appeal will undoubtedly continue to grow, setting new standards for flexible luxury travel.