The new G Travel Community (GTC) aims “to create a community of travel companies that have ‘community-led growth’ at the core of their strategies, and a shared belief in the power of changing peoples’ lives through travel”.
Joining G Adventures in the GTC portfolio are G Touring (Travelsphere and Just You) and TruTravels, both based in the UK. GTC said Planeterra, G Adventures’ non-profit partner, “will also benefit from this ‘shared services’ model”.
It added: “All brands will be supported from a centralised administrative standpoint, with each brand retaining its own sales and marketing function, customer services, product development and tour operations, and importantly its own unique values and identity.”
The launch of GTC means some senior leadership changes. Bruce Poon Tip, founder of G Adventures, will also take on the title of GTC chairman.
Jeff Russill, currently G Adventures chief operating officer, becomes GTC chief executive, overseeing the G Adventures, TruTravels and G Touring brands.
Ben Perlo, currently managing director for G Adventures in the US, will take on the mantle of president and chief executive officer for the G Adventures brand.
Poon Tip said: “G Adventures formed an investment partnership with Certares one year ago, with the goal of implementing an acquisition strategy for the business.
"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 place a laser focus on the importance of cementing a sense of community throughout our organisation.
“Everything we do is about having a greater impact. For 32 years, G Adventures has had a positive impact on both our travellers and the communities we visit, but our goal is always to have a far bigger impact in the wider world of tourism.
“With the formation of GTC we are finally creating that community - a stable of travel brands that can really drive change to a wider demographic of people who love to travel, but at the same time want to change the world.”
