Tauck has announced the launch of a new travel brand, Roam by Tauck, designed specifically for travelers in their 40s and 50s. The new brand marks Tauck’s first brand introduction in over a decade and was unveiled during Virtuoso Travel Week 2025 in Las Vegas.
Set to debut in August 2026, Roam by Tauck will offer small-group journeys averaging 16 guests. By 2027, the brand plans to launch at least 12 itineraries across six continents, with five of those set to begin in 2026. Bookings will open this winter and will initially be available only to U.S. travelers.
The brand’s development followed two years of research involving more than 4,000 travelers. According to Tauck CEO Jennifer Tombaugh, Roam by Tauck is intended to appeal to a new generation of luxury travelers.
“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,” Tombaugh said. “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.”
Roam by Tauck will offer itineraries ranging from five to 11 nights, delivered through a mix of land, river and small-ship journeys. Pricing will be aligned with Tauck’s higher-end offerings. Tombaugh noted that the product is designed “for a younger luxury traveler seeking more flexibility and adventure.”
Each journey will be structured around several core elements. The first is VIP access and "Signature Moments," such as hot air ballooning over Teotihuacan in Mexico, private dining in Iceland’s underground caves and vineyard hikes in Portugal’s Douro Valley. The second pillar is "Less Structure, More Choice," an approach that blends guided activities with independent exploration and curated optional excursions. Trips are more active by design (think: kayaking in Bratislava, Slovakia and hiking Portugal’s Arouca Bridge and Paiva Walkways). Biking, nature treks and water-based adventures will also be highlights.
Itineraries will feature longer stays of three to four nights per property, allowing more time to unwind. Guests will also have access to spa and wellness amenities and extended evenings for leisure.
Editor's Note: This article was generated by AI, based on a press release distributed by Tauck. It was fact-checked and reviewed by a TravelAge West editor.
