“I’ve not got the best memory at times, but I don’t think I’ll ever forget that moment,” Jennifer Watson, global travel specialist at G Adventures, told me, as she reminisced sitting in a bubbling hot tub – in the company of others, but in total silence – as they stared out at the wondrous vision of Antarctica's still, snow-blanketed landscape. This was just one of the “countless” cherished moments from Watson’s G Adventures polar expedition earlier this year.

Despite being a well-known tour operator, it might come as a surprise to some that G Adventures runs expeditions in both the Arctic and Antarctic. But for those in the know, the company has firmly established itself as a leader in polar exploration, making it a trustworthy supplier – especially for first-time visitors like Watson. 

“G Adventures has more than 20 years’ experience, so you know you’re in good hands,” she said, as she described her agile Antarctica itinerary, where passengers don’t know where they're going from one day to the next. “It feels like a real adventure, as [the sailing] is fluid, dependent on the weather and the wildlife. You don’t really have any expectations of where you’re going or what you’re doing – and that just adds to the excitement.”

(credit: Jennifer Watson / G Adventures)

That sense of unpredictability is a big part of the appeal – and it often comes in the form of extraordinary wildlife encounters. On a G Adventures expedition, travellers are offered two shore landings per day (weather permitting), in search of those unforgettable moments. One standout for Watson was visiting Antarctica’s largest colony of gentoo penguins on Cuverville Island. “We got off the zodiac and were instantly surrounded by thousands of them!” she said smiling as she recalled their comical personalities.  

Timing can also shape the experience. While there’s no bad time to visit Antarctica during its October-to-March season, each month offers something slightly different. For example, for those keen to see fluffy penguin chicks, January is ideal. “But I visited in March, and this is a really good time for whale spotting,” Watson explained. "I was so surprised at how close they came to us, breaching the water and spraying mist from their blowholes."

Back onboard, the experience is designed to keep the focus firmly on the destination. G Adventures operates just one expedition vessel, Expedition, which hosts up to 128 passengers across 70 cabins. Those in cabins with large windows wake up to “mind-blowing” Antarctic scenery, but even guests who opt for porthole cabins won’t miss out, thanks to the ample outdoor viewing space on upper decks. “When we sailed through the Lemaire Channel, there was one iceberg that was as big as a small town!” Watson recalled.

The ship’s smaller size also plays a key role in shaping the overall experience. With 11 zodiacs available, excursions are flexible, allowing travellers to spend anywhere from 15 minutes to two hours at each landing. For your most adventurous clients, G Adventures also offers the chance to spend a night camping on the ice – an experience Watson describes as one of its most unique on offer, despite missing out herself due to the end of the camping season being in February.

Another standout selling point is the onboard expertise, which adds depth to the journey. On Watson’s sailing, there were 16 specialists, including a marine mammal expert, historian and naturalist. Mark, the resident photographer, offered tips on how to take the perfect shot – whether on a smartphone or professional camera – and shared his images with passengers at the end of the journey. “If your clients wanted to, they could go the entire time without taking one photo and still come away with incredible images of their trip,” Watson said.

So, who is the ideal client? G Adventures' core demographic is 60-69 years old, but is now increasingly welcoming younger travellers (typically 30-39), partly due to its active programme. Being an adventure touring company rather than a cruise line, its polar voyages are best suited to customers looking for an authentic, small-group expedition experience, where the destination is the focal point. 

(credit: Jen Watson / G Adventures)

Crucially, the lead-in price point is another factor helping to broaden Antarctica’s appeal to younger travellers. “When people think of Antarctica, they assume it’s wildly out of reach,” Watson said. “But we offer a wide range of cabins, from triples to Owner’s Suites." 

There's also no single supplement, meaning solo travellers can share a twin or triple cabin with travellers of the same gender at no extra cost. "When people do their research, they realise [Antarctica] can actually be more affordable than expected,” she added. 

Prices for the 11-day Antarctica Classic itinerary start from £6,999pp, while those interested in Arctic exploration can join the eight-day Realm of the Polar Bear expedition from as little as £2,729pp – with all tour prices excluding flights. With G Adventures having recently launched its 2027/2028 itineraries, agents now have a clear opportunity to position polar travel not as a once-in-a-lifetime dream, but as a sellable adventure for a much broader range of clients.