G Adventures Makes Acquisition
1/7Leading small group adventure operator and social enterprise, G Adventures, has announced the acquisition of small group youth travel specialist, TruTravels, which is based in Surrey, United Kingdom, and was co-founded in 2012 by entrepreneurs Joe Fallon and Mark Pope who will continue to run the company as partners and minority shareholders.
While the acquisition broadens G Adventures' reach into the youth travel sector, the company's founder, Bruce Poon Tip, wishes to emphasize that TruTravels will remain 'tru' to their own unique brand identity, style of trip delivery, and way of communicating with their customers, who predominantly fall into the 18-25 year old demographic.
"Earlier this year, I realized we were missing a beat with a new, grassroots style of small group travel that was emerging for young people. When I started digging deeper into what TruTravels does, I discovered that while their ethos is closely aligned to ours, the way they communicate, and how they travel, is so different to G Adventures that we couldn't compete.
"For this reason, we don't want to change what TruTravels does. Joe and Mark are doing an incredible job in this space with this new style of fun-focussed travel which is rooted in meeting new people and driven by social media influences. Our aim is to give them a boost so they can do more of what they already do so well, and we welcome them to the G Adventures family of brands as a complementary business," says Poon Tip.
For TruTravels' co-founders, Joe Fallon and Mark Pope, the new partnership means achieving their dream of becoming a global operator faster and more efficiently, as they now have access to the supply chain and distribution networks G Adventures has built over the past 28 years of operation.
"While there are clear differences in the style of trips TruTravels runs, and the travellers we attract, the similarities we have with G Adventures are how we knew they were the right partners for us. Both brands' sales are dominated by travel agency sales and both attract travellers from a number of different countries," says TruTravels' co-founder, Joe Fallon.
There was another important consideration for the duo before inking the deal, and that was whether the two companies were a fit in terms of culture and values.
Co-founder Mark Pope says the biggest draw for TruTravels was their similarity to G Adventures in terms of the importance they place on company culture, staying 'tru' to their values, and their joint commitment to protecting people and the planet.