G Adventures launches G Travel Community (GTC)

Small group adventure operator G Adventures has announced the creation of a new holding company, which will see its existing and new brand acquisitions brought together under the same parent brand.

G TRAVEL Community (GTC), which is now fully operational, aims to “create a community of travel companies that have ‘community-led growth’ at the core of their strategies, and a shared belief in the power of changing peoples’ lives through travel”.

Brands that fall under the GTC umbrella include G Touring (Travelsphere and Just You) and TruTravels, which are both based out of the United Kingdom, as well as Planeterra, G Adventures’ non-profit partner.

Jeff Russill

Although the brands will be supported under an overarching administration standpoint, they will each retain their own business functions and “unique identifies and values”.

The new company’s launch has inspired several leadership changes, starting with G Adventures Founder Bruce Poon Tip (pictured top) taking on the title of Chairman for GTC.

Jeff Russill (pictured), who is currently CEO for G Adventures, will become the CEO of GTC – a responsibility that will see him manage the G Adventures, TruTravels and G Touring brands.

Ben Perlo

Ben Perlo (pictured) has assumed the role of President and CEO for the G Adventures brand, in addition to his current role as Managing Director for G Adventures in the United States, in the short-term.


“G Adventures formed an investment partnership with Certares one year ago, with the goal of implementing an acquisition strategy for the business,” Poon Tip explained.

“The pandemic lasted much longer than we thought it would, which gave us the time to build an even more solid structure and foundation to deliver on our long term multi-brand strategy, and to place a laser focus on the importance of cementing a sense of community throughout our organisation.”

“The formation of GTC – the travel community – signifies that this sense of community is truly at the heart of our entire business – from the naming of our holding company all the way through to our community tourism projects on the ground,” he continued.

“With the formation of GTC we are finally creating that community – a stable of travel brands that can really drive change to a wider demographic of people who love to travel, but at the same time want to change the world.”

Featured image: G Adventures Founder Bruce Poon Tip with Peru Sacred Valley Ccaccaccollo G for Good Trip Women’s Weaving Co-op Weaver.

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