Brian Young, G Adventures’ managing director, said the change in branding would make it “more transparent to travellers what kind of trip they are looking to purchase”.

“We’ve had a lot of fun with the Yolo brand and being part of the zeitgeist, but as a customer-oriented organisation we want to make things easier for our travellers and our agent partners,” added Young. “18-to-Thirtysomethings makes it clear what is being sold.”

G Adventures is also adding eight new trips to the rebranded programme for 2018, including itineraries such as a Thai Full Mon Party plus trips to Japan, Philippines, Laos and Indonesia. The additions take the number of tours on offer up to 185.

“We’re also thrilled to expand our 18-to-Thirtysomethings offering in Asia, as it is the biggest market for our younger UK travellers,” said Young. “Thailand is still the number one place to go, followed by India, the USA and Vietnam.”