G Adventures has announced the acquisition of UK-based TruTravels.
TruTravels focuses on the youth travel and backpacker market.
It has a ‘TruCrew’ workforce of 25 based near London and 40 tour guides across Asia.
The company was established by Joe Fallon and Mark Pope in 2012 following an ‘epic backpacking trip’ and both will continue to run the business as partners and minority shareholders.
Its customer base is predominantly in the 18-25 year old demographic.
"We don’t want to change what TruTravels does. Our aim is to give them a boost so they can do more of what they already do so well, and we welcome them to the G Adventures family of brands as a complementary business," said G Adventures’ founder, Bruce Poon Tip.
"I realized we were missing a beat with a new, grassroots style of small group travel that was emerging for young people."
For Fallon and Pope it is an opportunity to continue serving their core market while leveraging G Adventures’ customer base and distribution network.
"Both brands’ sales are dominated by travel agency sales and both attract travelers from a number of different countries," said Fallon.
TruTravels joins other UK acquisitions including Travelsphere, Swan Hellenic and Page & Moy, which joined the G Adventures brand portfolio last year.
