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G Adventures Launches Energetic Luxurious for Older Adventurers



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Age is nothing however a quantity. That’s the underlying motivation for the older set eager to guide extra energetic journey adventures.

The journey business is witnessing a big shift with an growing older but more and more energetic demographic of vacationers in search of extra than simply typical luxurious excursions involving a leisurely-paced cruise or prepare journey. 


G Adventures, recognized for its energetic, multi-day journeys connecting younger vacationers with various cultures and native communities, is responding to this pattern by launching its Geluxe Assortment. 

Scheduled for reserving from Could 2024, this new line of journey experiences is designed to cater to the evolving wants of its over-50s clients, which now symbolize about 35% of its clientele. 

“As a model, we’ve developed. We’ve gotten older. And our clients are rising with us. They’re staying extra energetic for longer, so they need one thing that meets their wants,” mentioned G Adventures founder Bruce Poon Tip.  


Because the international inhabitants ages, the United Nations reviews that individuals over 65 are the fastest-growing age group, with their numbers anticipated to surpass these aged 15 to 24 by 2050. This demographic shift actually requires the journey business to adapt and cater to the wants of older vacationers.

However whereas an ill-advised default is to contemplate that outdated means decrepit, that’s not essentially the fact for Boomers and Gen-Xers who’re taking higher care of themselves, actively in search of a life-style geared in the direction of wellness and longevity.  

Energetic Luxurious for Older Adventurers

As G Adventures ventures into this higher-end market, the problem is to fulfill the posh expectations of its older, energetic vacationers with out compromising its core values of sustainable and community-focused journey.


“They have been telling us they wished extra luxurious with energetic experiences, but additionally wished to not give away the rationale they traveled with us within the first place, which is the neighborhood tourism components … We didn’t wish to name the product luxurious as we don’t wish to be restrictive on the place we go, primarily based on lodging requirements,” mentioned Poon Tip. “We’re not going to remain on the Oman resort as a result of it’s the most effective within the space. As a result of we predict that sacrifices the neighborhood expertise. So it’s the best consolation stage if you’ll, however that’s additionally domestically owned and encompasses our Ripple Rating, ensuring that the impression is given to native communities.” 

Pushed by buyer suggestions and a want to fulfill the altering wants of an growing older but adventurous clientele, the gathering launches with 28 preliminary journeys. Options embrace Your OMG Keep and Your OMG Day.

Your OMG Keep gives lodging choices just like the Cardamom Tented Camp in Cambodia and Refugio Amazonas in Peru. Your OMG Day permits vacationers to personalize their journey with a row boat trip and yoga session in Nepal with the Himalayas as a backdrop, a Cape Malay cooking class in South Africa, or a Jeep safari to expertise the Saharan nomad cultural heritage of southern Morocco.


Paying a Premium Worth

Geluxe’s positioning out there is each formidable and cautious. The premium product additionally shifted from G Adventures’ conventional strategy of discovering far-flung or lesser-explored locations to what clients shared with the enterprise throughout its platforms. Whereas catering to older vacationers influenced the creation of Geluxe journeys, there aren’t any age restrictions. 

It’s priced increased than G Adventures’ different premium providing, Nationwide Geographic Journeys. For instance, a 9-day Costa Rica NatGeo journey prices about $1,863 per individual, excluding flights. In the meantime, its Geluxe Assortment 8-day Costa Rica journey is $3,620 per individual excluding flights. 


In response to Poon Tip, it’s troublesome to peg the brand new Geluxe product down to cost “as it’s primarily based on completely different locations and each vacation spot is completely different.” 

“We have now all the time had an energetic sequence; our basic market is 37 to 40-year-olds. The typical age is 37 for that product,” mentioned Poon Tip. “However our information exhibits individuals very particularly need energetic and luxurious. And in order that’s what we’re going after.”

G Adventures not too long ago skilled its strongest monetary efficiency in 33 years, past the preliminary post-Covid journey surge, claimed Poon Tip. 


“There was a 50% improve in enterprise over 2022 and a 20% improve from pre-COVID ranges in 2019. We’ve exceeded all targets in our first quarter of our new fiscal yr for 2024,” mentioned Poon Tip.   

He additionally famous a shift in journey patterns for the G Journey buyer, with individuals now favoring fewer however prolonged and extra in-depth stays in locations. This variation aligns nicely with G Adventures’ focus as vacationers more and more search significant experiences.

“I’d by no means want a pandemic on anybody. However I all the time say by no means waste a very good disaster as a result of the vacationers popping out of the pandemic have been extra according to what we do,” mentioned Poon Tip. “They’re staying longer and going deeper in vacation spot and touring much less steadily per yr; as a substitute of taking three one-week journeys a yr, they’re staying longer in single locations, which is ideal. That may be a reward for us.” 

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