Contiki has taken out the top title at the 2025 Purpose Awards EMEA, earning ‘Brand of the Year’ for its long-standing commitment to purpose-driven travel. The award was announced at a ceremony held on 6 June at The Biltmore Mayfair in London.
The Purpose Awards EMEA highlight organisations that effectively integrate social and environmental purpose into their brand strategy while also delivering commercial results. For Contiki, part of The Travel Corporation portfolio, the recognition signals trade value for agents targeting Gen Z and Millennial travellers increasingly drawn to meaningful travel experiences.
Sustained, global initiatives recognised
According to the awards judges, Contiki stood out for embedding purpose across its entire operation rather than relying on isolated campaigns. This included its Make Travel Matter® initiative, which has mobilised thousands of young travellers to take part in conservation and community efforts around the globe, including rainforest restoration and beach cleanups.
The tour company was also acknowledged for its inclusive product development, including Pride-specific Greek Island-Hopping trips and programming aimed at improving the accessibility and sustainability of its operations.
Business outcomes linked to values
The Purpose Awards jury commended Contiki for demonstrating measurable results from its purpose-led approach. The brand was cited as a case study in how commercial success can be aligned with social and environmental values, reflecting the growing expectation among younger travellers for brands to show authenticity and action.
Managing Director Toni Ambler said the win reflected the brand’s long-held philosophy that travel should be a force for good.
“Winning Brand of the Year is a true validation of our belief that travel can be a force for good, especially when driven by young people. This award belongs to everyone at Contiki who brings our purpose to life every day.”
Tasha Hayes, European Operations Director and Sustainability Officer at Contiki, added that purpose is central to all brand activity.
“From conservation projects to inclusive travel experiences, we’re proud to set the bar high and be recognised as leaders in our industry.”
What’s next
The company has confirmed its ongoing focus on climate action, community empowerment and inclusive tourism. Through the Make Travel Matter® initiative, the brand continues to collaborate with local communities and purpose-driven partners across its global itineraries.
More programmes are expected to roll out in partnership with other Travel Corporation brands and third-party organisations, with a focus on measurable impact in areas such as wildlife protection, cultural preservation and sustainable travel education.
The Purpose Awards EMEA spotlight brands that deliver results across both impact and brand value. For agents, Contiki’s recognition reinforces its positioning in the youth travel market as a values-driven brand with trade appeal.
KARRYON UNPACKS: Contiki’s Purpose Awards win underscores the rising demand among younger travellers for brands that back up sustainability messaging with action. For trade, the recognition adds weight to Contiki’s proposition, offering agents a tangible proof point when selling to conscious Gen Z and Millennial customers.
