G Adventures Refreshes Youth Product With New Name & Look
Bruce Parkinson, Open Jaw
G Adventures has rebranded its ‘Yolo’ style of youth tours to a new name: ‘18-to-Thirtysomethings.’
The operator says the change is intended to help make it clear that the tour style is designed for those between 18 and 39 years of age. It’s also meant to align with a growing segment of G Adventures’ business. Since its launch in 2012, the previous ‘Yolo’ trip style saw global passenger growth of 85%, outpacing the small-group tour operator’s eight other travel styles during the same time period.
In Canada, G says the top destinations among this demographic are Thailand, India, Costa Rica and Australia. The average trip length booked by this segment is 15.7 days, with an average trip price of $1,987.
“Our younger customers have been telling us they are looking for more real-life social experiences beyond their digital life, and they love having the ability to share snapshots and stories of their adventures with their social networks,” says G founder Bruce Poon Tip.
“This growing demand for a social-first and affordable travel experiences prompted us to think differently about how we market our youth product. It should be easily discoverable and instantly clear to our customers who we are speaking to.”
There are 185 tours in G Adventures’ 18-to-Thirtysomethings portfolio, with the majority priced under $2,500, land-only. The multi-day trips run from less than one week long to over nine weeks. They are designed to be fun-filled and fast-paced, and include experiences such as the ‘Big Night Out,’ for travellers who might be inclined to party after a full day of adventure with people in a similar age group.
The tours still offer locally-owned accommodation, authentic cultural experiences and professional trip guidance by Chief Experience Officers (CEOs) – key ingredients of any G Adventures tour.
“This social, digital, millennial generation of travellers is fast becoming major drivers of consumer spending and trend setters of popular culture,” says Aizaz Sheikh, Canadian Marketing Director.
“So, we wanted to ensure our youth product remains in step with their tastes and speaks directly to them.”
Bruce Parkinson Editor-in-Chief
An observer and analyst of the Canadian and international travel industries for over 25 years.