Rebuilding travel for 2023, G Adventures announces the formation of a new holding company that will bring its existing and new brand acquisitions under the same overall parent brand, to be called G Travel Community (GTC).
GTC’s goal is to create a community of travel companies with ‘community-led growth’ at the core of their strategies, and a shared belief in the power of changing people’s lives through travel.
GTC brands are united in their mission to bring people together through travel to affect positive change – changing the lives of the traveling community, those of local people in communities that benefit from tourism, and all GTC team members across the business.
The current brands joining G Adventures in the GTC portfolio are G Touring (Travelsphere and Just You) and TruTravels, both based out of the UK. Planeterra, G Adventures’ non-profit partner, will also benefit from this ‘shared services’ model. All brands will be supported from a centralized administrative perspective, with each brand maintaining its own sales and marketing function, customer services, product development, unique style of tour operation, and most importantly – its unique values and identity.
The launch of GTC also heralds several changes in senior leadership in the business.
Bruce Poop Tip, founder of G Adventures, will also assume the title of Chairman, G Travel Community. Jeff Russell, currently Chief Operating Officer of G Adventures, will become CEO of GTC, overseeing the G Adventures, TruTravels and G Touring.
Ben Perlow, currently CEO of G Adventures in the United States, will assume the mantle of President and CEO of the G Adventures brand in addition to his current role in the short term. Perlow will remain in Boston, United States.
Bruce Poon Tip, chairman of GTC and founder of G Adventures, says the timing is perfect to announce the new community-focused business model.
“G Adventures formed an investment partnership with Certares a year ago, with the aim of implementing an acquisition strategy for the business,” von Tipp said.
“The pandemic lasted much longer than we thought it would, which gave us the time to build an even more solid structure and foundation to deliver on our long-term multi-brand strategy, and to laser-focus on the importance of cementing a sense of community throughout our organization.
“The formation of GTC – the travel community – signifies that this sense of community is truly at the heart of our entire business – from the names of our holding company to our community tourism projects on the ground. We are the pioneers of community tourism, so it’s exciting to see it fully embraced internally and externally .
“Everything we do is about greater impact. For 32 years G Adventures has had a positive impact on both our travelers and the communities we visit, but our goal is always to make a much bigger impact in the wider world of tourism.
“With the establishment of GTC we are finally creating this community – a stable of tourism brands that can really drive change for a wider demographic of people who love to travel, but at the same time want to change the world.”
GTC Holdings is now fully operational, with all leadership changes taking effect immediately.