The companies – which will retain their brands and premises in London and Cheltenham – have launched Inquisitive Traveller to "leverage the strengths" of each business, "harness their combined expertise" and share best practice and resources.
 
Inquisitive Traveller will see the tour operators collaborate on areas of mutual importance, such as sustainability, technology, training and recruitment. 
 
The new brand will have a focus on the 50-plus, medium- to long-haul tailor-made market.
 
Experience Travel Group managing director Sam Clark said: "We are really excited to announce this alliance, harnessing our mutual strengths to boost our offer and impact, benefiting our clients and our staff.

"Sharing resources and expertise will also build our resilience and ability to weather future challenges and support us to attract new talent and investment."
 
Holiday Architects managing director Andrew Hunt said: "I’ve admired ETG for a number of years now, and always felt we had complementary strengths, so I’m delighted to be joining forces with them.

"The chance to build a platform to speak to a wide range of audiences in our target markets, while also shaping the travel recovery for a more positive impact is very exciting."

Clark and Hunt will continue in their respective positions while also sitting on the Inquisitive Traveller board chaired by Chad Lion-Cachet.
 
The merger sees Inquisitive Traveller employ a combined staff of 40, operating across more than 30 countries.

It is forecasting departures with a value of £16 million by the end of 2023 and is targeting growth through the acquisition of new brands and organic expansion.

Experience Travel Group has Aito membership with Holiday Architects in the process of applying to join. Both companies will retain their existing Atol licences.