G Adventures has established a new holding company
It will bring existing and new brand acquisitions under the same parent brand, called G Travel Community (GTC).
The purpose of GTC is to create a community of travel companies that have ‘community-led growth’.
The current brands joining GTC are G Touring and TruTravels, both based in the UK.
Planeterra, G Adventures’ non-profit partner, will also benefit from this ‘shared services’ model.
All brands will be supported from a centralised admin standpoint.
Each brand retains its own sales and marketing function, customer services, product development and tour operations.
The launch of GTC also marks a number of senior leadership changes.
G Adventures founder Bruce Poon Tip becomes chairman.
COO Jeff Russill will be the chief executive officer of GTC, overseeing the G Adventures, TruTravels and G Touring brands.
Ben Perlo, currently MD for G Adventures in the US, will take on the role of president and CEO for the G Adventures brand, in addition to his current role in the short-term.
Perlo will remain based in Boston.
“GTC the travel community signifies a sense of community, so it’s exciting to see this be fully embraced internally.” Poon Tip said
“Everything we do is about having a greater impact.”
The GTC holding company is now fully operational.
