STA buys Bridge the World

STA Travel Group will move into the over 50s market next month after purchasing the Bridge the World brand from Stella Travel Services UK.

The company, which currently specialises in young people’s holidays and adventure trips, will use the Bridge the World name for its new venture.

STA said it wanted to give its customers “somewhere to migrate to”.

Bridge the World was founded in 1989 and specialises in long-haul travel to Australia, New Zealand, the South Pacific, Asia, North America and Africa.

STA has appointed James Herbert as commercial director for Bridge the World, reporting to STA group managing director John Constable.

Constable said: “Bridge the World has a strong heritage and our research shows that consumers still maintain an attachment to the brand.

“This is certainly credit to the original founder, Jerry Bridge. Securing Bridge the World will be of real benefit to the STA Travel Group as we enter this market in September and we look forward to introducing our new proposition to consumers.”

by Bev Fearis