National Geographic Expeditions has expanded its stable of travel assets with the acquisition of Global Adrenaline, giving it the ability to design and operate custom luxury tours around the world.

The company, based in Evanston, Illinois, offers customized itineraries for groups and independent travelers and private label experiences for other brands, but did not have its own dedicated consumer marketing team. National Geographic Expeditions would not disclose the purchase price.

“Global Adrenaline has delivered extraordinary experiences to our guests over the past 13 years,” said Declan Moore, CEO of National Geographic Partners, in a statement. “We’re excited to welcome them into the National Geographic family, and to leverage their tour operator platform to expand our Expeditions’ offerings. This acquisition enables us to become a tour operator, and to more directly control all aspects of the unique travel experiences we provide guests.”

National Geographic Expeditions has had a “strategic alliance” with small ship adventure cruise line Lindblad Expeditions since 2004 and partners with TCS World Travel, a private jet vacation company that often operates luxury vacations for other brands.

National Geographic Expeditions also has a partnership with Canadian tour operator G Adventures to operate its National Geographic Journeys land tour brand.

Photo Credit: National Geographic Expeditions has made the jump into land vacations by buying Global Adrenaline. National Geographic Expeditions travelers in Kenya National Geographic / Facebook