Tauck has introduced Roam by Tauck, a new brand specifically designed for travelers in their 40s and 50s, marking an addition to Tauck’s portfolio that represents its first new brand in over a decade. Roam by Tauck targets the growing segment of Generation X luxury travelers.
The announcement, made during Virtuoso Travel Week in Las Vegas, follows two years of research involving more than 4,000 travelers. Roam by Tauck will feature small-group journeys averaging just 16 guests per departure, offering a balance between curated experiences and independent exploration.
“As we embark on our second century, we’re thrilled to launch this new brand. Roam by Tauck represents a natural evolution of what we’ve always believed: travel has the power to enrich, restore, and transform,” said Jennifer Tombaugh, CEO of Tauck, in a press statement. “The new brand name, Roam by Tauck, intentionally evokes exploration, freedom, and the pleasure of discovery designed for a new generation of Tauck guests, and the inclusion of ‘by Tauck’ is a nod to our 100-year legacy of and commitment to relentless innovation, unique access, and trusted expertise.”
Tauck Launches Roam Brand for Gen X Luxury Travelers
The new brand will feature intimate groups averaging just 16 guests per journey, with trips ranging from five to 11 nights to accommodate varied vacation windows. The brand will launch with at least five journeys in 2026, expanding to 12 itineraries across six continents by 2027. Travel options will include land tours, river cruises and small-ship voyages, with the first departures scheduled for August 2026.
For travel advisors, it’s worth noting that bookings will initially be available exclusively in the U.S. market. The pricing structure positions Roam in the premium category, aligned with Tauck’s higher-end offerings but tailored for younger luxury travelers seeking greater flexibility and active experiences.
What distinguishes Roam by Tauck is its “half-on, half-off” philosophy that balances curated signature moments with ample independent exploration time. Each itinerary includes exclusive access experiences that would be hard for individual travelers to arrange, such as balloon rides above Teotihuacan’s pyramids, private dining in Iceland’s ancient caves, canoeing beneath Dordogne’s castles, or vineyard hikes leading to private wine tastings in Portugal’s Douro Valley.
Every Roam journey adds in at least one signature physical activity, such as whitewater kayaking in Bratislava or hiking Portugal’s Paiva Walkways. Additional active options include guided mountain biking, water excursions and nature treks to hidden locations throughout each itinerary.
Recognizing that Gen X travelers value both activity and downtime, Roam itineraries feature more relaxed morning starts, extended evenings and access to luxury wellness amenities. Stays of three to four nights at each property allow your clients to settle in and appreciate their surroundings fully.
The target demographic comprises sophisticated food and wine enthusiasts who value both guided expertise and independent exploration beyond traditional tourist paths. Full details about Roam by Tauck itineraries will be revealed this winter, with booking opportunities opening for the August 2026 inaugural departures.
For more information, visit tauck.com.
