Skift Breaking News Blog

Short stories and posts about the daily news happenings around the travel industry.

Tour Operators

Rival Tour Operators G Adventures and Intrepid Travel Launch Ad Campaigns on the London Underground

4 days ago

You know travel is back when….arch rival tour operators G Adventures and Intrepid Travel have both unveiled new ad campaigns targeting commuters across London’s transport systems. 

G Adventures’ “When was the last time you felt like this?” campaign, in which the company aims to showcase the joys of small-group adventures, features digital posters in London Underground stations and escalators. The month-long promotion, which is taking place while rail strikes disrupt travel in the United Kingdom, is targeting prospective customers who have returned to their offices.

“With London office workers quickly returning to our capital, that sense of ‘Groundhog Day’ was starting to set in,” said G Adventures Marketing Director Ant Stone.

London’s free newspapers, the Evening Standard and Metro, will also feature weekly content from G Adventures.

Meanwhile, Intrepid Travel has posted ads in London Underground stations and on buses, among other places, featuring the slogan “Travel Is Back For Good.” It’s the company’s first-ever big brand campaign in the UK.

Mergers and Acquisitions

G Adventures Hasn’t Yet Used Certares Investment Money; Closing In On Acquisitions Now

4 weeks ago

G Adventures, the small group tour operator hasn’t yet used any of the large amount of money it received in early 2021 from travel-focused private equity firm Certares, CEO Bruce Poon Tip admitted in an interview with Phocuswire.

When Skift first broke the news about this investment in early Feb 2021, the company said at that time that there was no change in ownership or equity involved in the transaction, and that this investment was for growth capital, not working capital, and Certares did not take a minority stake in the G Adventures. Which meant that this money was allocated for M&A by G Adventures, and it looks like after all this time, finally the company may be ready with its first set of acquisitions.

From the interview: “We haven’t done much, I’ll admit. There’s a bit of pressure now, to be honest. It’s just over a year later. We were given a substantial amount of capital for acquisitions…There are going to be some announcements within the next month that we’re finalizing….We signed this deal within that first year of COVID thinking there were going to be great opportunities for acquisition on the other side of COVID. But like every other travel company, we were in survival mode taking care of our own business… We’ve looked at startups, we’ve looked at established brands within the group travel space. We looked at investments in minority and majority stakes. Our wheelhouse is definitely group travel…I’m looking to other niche travel markets that could use more of our infrastructure and distribution and also our lens for community tourism and social enterprise.”

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