G Adventures Direct Marketing Public Relations Media Kit

MEDIA KIT

G Adventures is

not your typical travel company G Adventures is a tour operator providing small-group tours, safaris, and expeditions all over the world. But there’s more to it than affordability and product depth – G Adventures is in the business of changing people’s lives.

As the world’s largest independent adventure travel company, G Adventures brings curious travellers from different backgrounds together to experience, learn, share, and explore this incredible planet we all inhabit.

The G Adventures style of travel believes in staying in small-scale accommodations, eating in locally owned restaurants, and supporting locally owned businesses. And this is not just a way to connect with a destination; it’s also sustainable. This allows the company to meet its’ business needs by developing opportunities for local people and communities. As a result, the company is uniquely positioned to help transform tourism – one of the world’s largest and most wide-reaching industries – into a powerful implement for positive global change.

History In 1990, Bruce Poon Tip founded G Adventures with nothing more than two credit cards and a burning desire to create an authentic, sustainable travel experience like nothing the world had ever seen.

By offering adventure-craving travellers an alternative to the resorts, cruises, and motorcoach tours they were accustomed to, he not only changed the way people looked at their holiday time, but changed the face of travel forever. Today, the only thing that hasn’t changed is an inherent belief in the Core Values that continue to inspire our being and business today.

BY THE NUMBERS

13

22

100+

700+

Average Group Size

Regional Offices

Countries We Operate In

Number of Tours

Number of Employees

%

00 to 17 18 to 24 Travellers by age

45 %

30 to 45

38 %

Travellers by gender

62 %

Male 62 % Female

Solo vs.

2 or More

46 to 65

29

Number of Travellers/Year

1%

5%

13

1350 100,000

%

65+

Fig.1

Fig.2

Fig.3

38 %

Solo 2 or More

The G Difference 100% Guaranteed Departures Every G Adventures departure is guaranteed to run. Yup, all of them. Once a traveller has booked and paid, that’s it; they’re going. Guaranteed. Trips won’t be cancelled by us for any reason (beyond harsh weather or safety issues). Promise.

Lifetime Deposits™ Our Lifetime Deposit Policy protects travellers from unexpected events that may cause them to cancel or delay their trip. Whether they opt to use it again for the same trip, transfer it to another one, or save it up for a not-so-rainy day, we’ve got ‘em covered. Travellers can even donate their deposit to Planeterra, our non-profit organisation.

24/7 Service When your business covers the whole world like ours does, you have to be available and accountable all the time. If a traveller has a question about a trip, we’re here to help. Always. We never sleep. NEVER.

No Single Supplements We treat single travellers to the same benefits as the rest of the group, which is why we don’t charge single supplements. We partner solo travellers up with a same-sex roommate to ensure they pay the same as everyone else.

Choice We offer the widest variety of destinations, departure dates, travel styles, and service levels in the business. No matter where, when, how or why a traveller wants to travel, we’ve got the trip of their lifetime.

Satisfaction A whopping 99% of our travellers report satisfaction with the service we offered them on their trip. How do we do that? By listening to them. It’s just one of the many ways we lead with service.

Value We offer unforgettable travel experiences at the most competitive prices you’ll find anywhere. How? By following a grassroots approach to travel that keeps operating costs low and savings high.

Global Network With 22 sales and operations offices worldwide and a fleet of exclusive boats, lodges, and vehicles at our disposal, we can deliver an experience that’s fresh, fun, and genuinely G Adventures-y from start to finish.

Travel Styles The right trip for the right traveller All G Adventures trips share a common love of adventure, but life-altering experiences come in a variety of flavours. No matter what kind of traveller you are, we’ve got trips that’ll fit you right.

Immersive activities (home-cooked meals, local transportation, homestays, cooking classes, market visits, etc).

Authentic access to highlights (not touristy).

Planeterra project visits.

Few included meals (personal budget control, freedom to explore).

Included meals in locations with lack of choice (eg trekking trips).

Diverse lineup of destinations.

13-16 max group size (avg 12).

Immersive activities linked to (and enhanced by) the active component of the trip.

Trips typically centred around one principal activity style (biking, hiking/trekking, multisport).

Guided access to highlights.

All the adventure with a few more frills and nicer hotels.

Planeterra project visits.

More included meals, but still plenty of freedom.

Opportunity for deeper exploration into a destination.

Included meals in locations with lack of choice (eg trekking trips).

Fast-paced activities that move at the speed of travellers (some stretches feature self-propelled travel).

Diverse lineup of destinations.

Planeterra project visits.

More included meals (dictated by remoteness of locations; still plenty of freedom; all breakfasts included).

Some trips feature camping.

Diverse lineup of destinations.

13-16 max group size (avg 12).

15 max group size (avg 12).

Immersive activities (home-cooked meals, local transportation, homestays, cooking classes, market visits, etc).

Guided access to highlights.

Activities geared towards specific age groups.

Time together, time apart (some adult- and kid-only activities).

Planeterra project visits.

More included meals.

Family-friendly hotels with more amenities (eg pools).

Diverse lineup of destinations.

20 max group size (avg 3 families).

Full immersion (you literally live with and like the locals).

Grant access to remote regions, wildlife, and isolated cultures.

Regionally-specific activities (rural village visits, farm life, market excursions, wineries, etc).

European Sailing: greater freedom and loose itineraries decided upon by travellers. (Travellers have the option to learn to sail.)

Emphasis on interaction with the environment and people, not the usual tourist stuff.

Fewer included meals (personal budget control, more freedom to explore).

Group size determined by accommodation (avg 8-16).

Thailand and Maldives: designed for travellers looking for more relaxation.

More included meals.

Group size determined by vessel.

Trips specifically designed for travellers age 18 to 39.

Immersive activities (home-cooked meals, local transportation, homestays, cooking classes, market visits, etc).

Guided access to highlights.

Nightlife aplenty.

Planeterra project visits.

Few included meals in most regions (personal budget control, freedom to explore).

Nearly all meals included in North America and Africa.

Diverse lineup of destinations.

G Adventures places a priority on creating positive social change by using local services and businesses whenever possible.

Social Enterprise Sustainable Tourism The company’s business model is based upon contributing to local economies and providing employment opportunities to underserved regions of the world that rely heavily on tourism as their principal – and in some cases, only – source of economic support.

Let’s face it: We travel to see things and do things, to experience the natural and cultural wonders of our world. If those wonders are neglected, overcrowded, polluted or compromised, no one will bother to visit, and the communities that depend on tourism will die.

As a travel company that depends on the natural beauty of our destinations and the well-being of the people who live there, G Adventures believes it’s up to them to find ways to reduce their impact and help these places not only survive, but thrive.

The Planeterra Foundation was established in 2003 by G Adventures as a means to give back through travel. A non-profit foundation, Planeterra taps into a global network of travellers to help us change the world.

Working with G Adventures, Planeterra has created an integrated partnership founded on the principles of social enterprise, investing in the futures of the people and places it visits.

Operating from G Adventures headquarters, Planeterra is able to focus on areas it feels are important, to forge close ties with local communities around the world, and to connect small businesses and rural families directly to our supply chain. G Adventures provides consistent market access via its network of travellers, who serve as a sustainable source of income for communities in need. G Adventures’ travellers bring long-term success to Planeterra’s projects long after the initial investment is gone.

Currently operating in over 15 countries globally, Planeterra provides the tools to empower local communities to harness the power of travel for growth. It accomplishes this by providing basic health and education needs, supporting small businesses, conserving the environment and, in times of crisis and natural disaster, providing emergency relief.

All of Planeterra’s administrative costs are covered by G Adventures, meaning that 100% of donor funding goes directly towards supporting the organisation’s initiatives around the world. G Adventures also contributes $30,000 annually as part of fund-matching initiatives.

Whether you explore the world with G Adventures, volunteer at a Planeterra project or invest in a project by way of online donations, you’re helping to make Planeterra’s work possible.

Planeterra and the IDB NEW INITIATIVES IN COMMUNITY TOURISM DEVELOPMENT This past year, Planeterra and G Adventures embarked on a new $1 million multi-year partnership with the Multilateral Investment Fund (MIF) of the Inter-American Development Bank (IDB) to develop community-based tourism projects in rural communities underserved by the travel economy. This is the first time a development bank has worked on such a project with a private-sector travel company. It’s a groundbreaking project, and Planeterra and G Adventures are beyond proud to be implementing it.

Case Studies and Key Projects SACRED VALLEY COMMUNITY RESTAURANT SACRED VALLEY, PERU We are working to develop a community-operated restaurant in the village of Huchuy Qosqo, near Cuzco. For the first time, this small community of 65 families will be able to access the travel industry and benefit from sustainable tourism.

MAYAN COMMUNITY HOMESTAY LAKE ATITLÁN, GUATEMALA We are in the process of developing a homestay programme and visitor centre in the small village of San Juan La Laguna on Guatemala’s Lake Atitlán. Initiatives related to the homestay programme include local small-business development to supply the travel market and environmental and social grants to sustainably protect the destination.

LARES VALLEY COMMUNITY CAMPSITE

COSTA RICA COOPERATIVE COFFEE TOUR

LARES VALLEY, PERU

SARAPIQUÍ, COSTA RICA

Planeterra is working with the residents of the isolated village of Cuncani to build a campsite for travellers on the Lares Trek. The campsite will feature composting toilets, solar showers and a solid-waste management system that will be the first of its kind in the region.

NICARAGUA COMMUNITY HOME STAY OMETEPE ISLAND, NICARAGUA The project benefits the island community of La Paloma, where we are developing a homestay programme and visitor centre for travellers exploring the region. The project is opening up the travel market for communities that have, until now, reaped little economic benefit from tourism.

Planeterra and the community of San Miguel de Sarapiquí are working to develop and connect their coffee cooperative tour to G Adventures trips. The trips will allow the community to access the traveller market by attracting customers to the village’s restaurant, as well as other associated businesses.

Our Culture

Other companies settle for mission statements. We live by five Core Values: Love, Lead, Embrace, Create, and Do.

It’s all about freedom & happiness Together, we believe that business is about more than just the bottom line. That’s why “freedom” and “happiness” are as important to our business as turning a profit. The bigger a company gets, the more bureaucratic they seem to become; most often, the answer to a crazy, bold new idea is a terse “No.” We’ve never understood that. As we’ve grown, the freedom our employees enjoy has actually increased, not decreased.

We’ve created a culture of freedom. If you give people the breathing space to work and grow without limits, you’ll be flat-out amazed at what they’ll dream up.

Travel is the greatest thing ever. We make sure it’s greater than greatest for every traveller on every trip, every time.

Step 1: Determine expectations. Step 2: Wildly exceed those expectations. Step 3: Repeat steps 1 & 2.

Every employee at every level is encouraged—nay, commanded—to indulge the weird whenever possible.

It sounds hard, but it’s not. It’s better than “Don’t Be Evil.” It’s “Always Be Good.”

To get good out of the world, you’ve gotta put good into the world first.

And the more good we put in, the more good everyone gets.

Meet

Bruce

BRUCE POON TIP

Bruce Poon Tip is NOT the CEO of G Adventures. With the belief that Poon Tip customer-facing employees are the most important people at G Adventures, he gave the CEO title up a long time ago to his Chief Experience Officers, people who are known as “tour guides” and “customer service reps” at other travel companies. Over the years, G Adventures has won numerous awards and distinctive honours for its unique and singular vision, management approach, and company culture.

Following a transformational backpacking trip to Asia, Bruce started G Adventures at the age of 22 by maxing out his credit cards. In the process, he turned his burning desire to create a sustainable travel experience for those who didn’t want to see the world from the back of a tour bus.

Over the next 23 years with Bruce at the helm and a business concept rooted in social innovation, G Adventures redefined the term “social enterprise” and has grown into a globally recognised brand, which also happens to be the largest adventure travel company in the world. G Adventures employs 1,350 people worldwide, offers more than 15,000 small-group departures, safaris, and expeditions in over 100 countries on all seven continents, serving 100,000 travellers a year.

Bruce is a world-renowned business leader who believes in the importance of good karma, happiness and freedom and using change as a catalyst for innovation. Citing Jack Welch, His Holiness the Dalai Lama, Michael Jordan, Roald Amundsen, and Steve Jobs as some of the inspirational influences on his unique business leadership style, Bruce believes in a culture of freedom, happiness, and community in the workplace.

Bruce is an inspiring and charismatic speaker who has presented to audiences of thousands. He engages listeners with his good sense of humour and insight, and is a dynamic storyteller. He has addressed the United Nations General Assembly as part of the UN’s Year of Sustainable Tourism, been invited to speak at Apple, Google, TEDxBangkok, TEDxWhistler, and TEDxToronto, and delivered keynotes to the World Green Tourism Abu Dhabi (UAE) conference, Global Eco Asia-Pacific Tourism conference, and Ecotourism and Sustainable Tourism conference, to name but a few.

SELECTED SPEAKING TOPICS • Looptail: How One Company Changed The World by Reinventing Business • Why Community, Culture, and Karma Matter in Business • The Future of Tourism

• Beyond the Triple Bottom Line: Building a Business Beyond Profits • The Noble Purpose of Travel

AUDIENCES Where Bruce has spoken • • • •

United Nations Apple Inc. Google TEDx

More on Bruce on the next page

LOOPTAIL: How One Company Changed the World by Reinventing Business New York Times Bestseller

Published in September 2013, Bruce’s first book chronicles his struggles and triumphs as the founder of G Adventures and lays out his personal philosophy about how a business can make a positive impact on the world.

What people are saying about Looptail “Looptail is a great story and a shining example of why passion, purpose, and maintaining a sense of social responsibility are key elements in the success of any business. It gives readers an insightful glimpse into Bruce’s world and philosophy through his adventures in business and around the world.”

Tony Hsieh, NY Times bestselling author of Delivering Happiness and CEO of Zappos.com

“In Looptail, Bruce Poon Tip shares an entertaining and engaging account of his entrepreneurial success story of how he built his company from the ground up, and how elevating customer and employee engagement to a higher purpose can also be great for business.”

Marc Benioff, co-founder and CEO, Salesforce. com, most innovative leader awarded by Forbes, New York Times bestselling author of Behind the Cloud

Bruce Poon Tip

“I’ve never bribed my way out of a Burmese prison, nor have I climbed anything higher than a few flights of stairs, but Bruce has the courage to not only brave these, but also lead a company with the candour and character demanded from our 21st-century business leaders. Executives take note, the internet age will not be forgiving to companies that fail to walk the talk of being a socially responsible, high-quality business.”

Alexis Ohanian, startup guy: Reddit and Hipmunk

“Bruce Poon Tip has created an awesome company that is changing the world. As both a fan and a customer, I loved peeking behind the curtain to see all the greasy inner gears whirl and clink with beauty. Looptail is not only an incredible story, but serves as a how-to guide for creating happiness in the workplace.”

Neil Pasricha, author of the New York Times bestseller The Book of Awesome

RECOGNITION Awards and honours Bruce has earned.

•

Awarded a Queen Elizabeth II Diamond Jubilee Medal, recognising significant contributions to society (2013).

• Inducted into the 2012 Social Venture Network Hall of Fame (2012).

•

Appointed as a member to the United Nations Women in Canada National Committee Advisory Board (2012).

• Awarded Entrepreneurial Trailblazer Award from the Canadian Youth Business Foundation (2011).

• Recognised as the Chinese Canadian Entrepreneur of the Year by The Association of Chinese Canadian Entrepreneurs (2007).

• Two-time recipient of Ernst & Young’s Entrepreneur of the Year Award (2002, 2006).

• Named as one of Canada’s Top 40 Under 40 (1998).

FURTHER READING Publications that have written about Bruce • Forbes • The New York Times • Profit

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Trade Relations

Travel agents are a core component of G Adventures’ business. The company prides itself on its strong agency partnerships, developed as a result of its commitment to lead with service, and works closely with travel agents around the globe. As the leading global adventure travel company, G Adventures is a preferred partner with most of the High Street and web’s best-known travel brands.

• STA Travel: Global exclusive small group adventure travel preferred partner • Flight Centre Ltd: Global preferred small group adventure travel partner • Lonely Planet: Global preferred small group adventure travel partner

• Trailfinders: First preferred small group adventure travel partner

• Edge Adventures: Exclusive operator for Explore’s newly launched 18-30’s brand Edge Adventures • Kilroy: Preferred small group adventure travel partner

• GoXplore: Exclusive operator for Gebeco’s adventure brand

• Merit Travel Group (Travel CUTS, The Adventure Travel Company, Merit Vacations) : Preferred small group adventure travel partner

• Affordable Tours: Preferred small group adventure travel partner

• Vacation.com: Preferred small group adventure travel partner • AARP: Preferred small group adventure travel partner

• Travelsavers: Preferred small group adventure travel partner • CWT: Preferred small group adventure travel partner

• Transat: Preferred small group adventure travel partner

Partnerships G Adventures also works with many of the world’s best-known destinations and countries, working together to build programmes and product to promote and educate both travellers and agents on the world’s best places to visit. In the past five years, the company has worked with: • • • • • •

Canadian Tourism Commission PromPeru Magical Kenya Jordan Tourism Board Tourism Australia Tourism New Zealand

“The Kenya Tourism Board worked with G Adventures on a KTB-led initiative to drive sales to Kenya in the first quarter of 2013, specifically within the adventure market. Key objectives were to raise awareness of adventure options in Kenya whilst at the same time driving sales to the destination. G Adventures came on board with the campaign as the call to action and sales to Kenya increased 30% within the campaign period.”

Rosina Williams, Sales and Marketing Account Manager, Kenya Tourism Board UK & Ireland

• Tourism NT • Japan National Tourism Organisation • Costa Rican Tourism Board • Belize Tourism Board

“Working in collaboration with G Adventures has, as always, been a great experience for us as a destination.

The variety of product G Adventures has available in the market – and their engagement with the travel trade – creates an important promotional platform for us.

The knowledge, passion and enthusiasm that their staff brings to events is infectious, and ensures that everyone has an enjoyable and productive event. We look forward to future collaborations wherever possible.”

Stephen Hurp, PromPeru, London

AWARDS AND ACCOLADES In the past ten years, G Adventures has been awarded over 130 accolades.

Below are just a few of the highlights:

Travel • Escorted and Specialist Touring Operator of the Year – TTG Travel Awards (2013).

• Best Use of Social Media and Best Blog – Travelmole (2013).

• Top Overall Tour Operators: Agents’ Choice – Baxter Travel Media (2010-12).

• 50 Tours of a Lifetime – National Geographic Traveler (2006, 2008-13; twice in 2010).

• Top Adventure Tour Operators: Agents’ Choice – Baxter Travel Media (2008-12).

Talent • Best Workplace for Women – Great Place to Work Institute Canada (2012-13).

• Best Workplaces in Canada – Great Place to Work Institute Canada (2010-13).

• Canada’s Top Employers for Young People – Mediacorp Canada Inc. (2010-13).

• Best Mates – STA Travel (2011).

Marketing • Best Brochure – Travel Marketing Awards (2013).

• Most Innovative Marketing – Travel Marketing Awards (2013).

CSR/Sustainable tourism • Top Environmentally Friendly Companies: Agents’ Choice – Baxter Travel

Media • World Savers Award – Condé Nast Traveler (2013).

• Excellence in CSR Awards – Green Living (2012).

• World Savers Award: Doing It All: Tour Operators – Condé Nast Traveler (2009).

Casey Mead PR & Communications Manager T. +44 (0) 20 7243 9870 M. +44 (0) 7969 667 132 @KCKiwiGirl caseym@gadventures.com