Youth travel specialist Topdeck Travel is targeting ‘Generation Sensible’ with itineraries incorporating longer stays of up to three days in a destination and more immersive experiences.

The touring operator also admits it has an “education piece” to do in the UK to highlight its credentials beyond European itineraries.

Speaking at World Travel Market, the operator’s recently-appointed global head of marketing Anna Fawcett said: “We are trying to break with the perception of us as a Europe specialist and break the idea of the traditional coaching holiday.

“This generation has been described as ‘Generation Sensible” as they don’t just want to go and get drunk, they want to really get under the skin of a destination.”

Topdeck, which is a member of the Association of Touring and Adventure Suppliers, recently merged its sales team with that of sister operator Back-Roads Touring as it looks to improve agents’ understanding of its product.

It has also included all its tours in a single brochure, and has committed to continuing a fam trip programme to allow agents to experience its product for themselves.

Fawcett added: “Our sales teams tell us that agents are excited about our product and our price-points, which is great to hear.”

Saul Burrows, head of product, added: “Combining the teams allows them to be more responsive to agents’ needs and match them with the product that is best for their customers.”

Topdeck offers holidays for 18-39-year-olds, with the average age of its UK customers being 25 to 26.

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and event microsite