The Evolution of Adventure Travel: G Adventures Welcomes 50-Something Customers

Active Travel Adventures: The New Trend for the Older Generation

Age is just a number, especially when it comes to travel. More and more older adults are seeking out active travel adventures instead of traditional luxury tours. G Adventures, a company known for its immersive and community-focused trips, is responding to this trend by launching its Geluxe Collection. This new line of travel experiences is designed to cater to the evolving needs of its over-50s customers, who now make up about 35% of its clientele.

“As a brand, we’ve evolved. We’ve gotten older. And our customers are growing with us. They’re staying more active for longer, so they want something that meets their needs,” said G Adventures founder Bruce Poon Tip.

The Growing Demand for Active Travel

According to the United Nations, the global population is aging, with people over 65 being the fastest-growing age group. This demographic shift requires the travel industry to adapt and cater to the needs of older travelers. However, the perception that old means decrepit is far from the truth. Boomers and Gen-Xers are taking better care of themselves and actively seeking a lifestyle focused on wellness and longevity.

The Geluxe Collection: Luxury Meets Sustainability

G Adventures’ Geluxe Collection aims to meet the luxury expectations of older, active travelers without compromising its core values of sustainability and community-focused travel. The collection offers 28 initial trips, including unique accommodations like the Cardamom Tented Camp in Cambodia and Refugio Amazonas in Peru. Travelers can also personalize their journey with activities such as row boat rides, yoga sessions, cooking classes, and safari experiences.

Paying a Premium Price

The Geluxe Collection is positioned as a premium product, priced higher than G Adventures’ other premium offering, National Geographic Journeys. The pricing varies based on destinations, ensuring that each experience is tailored to the specific location. While the collection is designed with older travelers in mind, there are no age restrictions.

The Success of G Adventures

G Adventures has experienced strong financial performance, surpassing pre-COVID levels. The company has seen a 50% increase in business over 2022 and a 20% increase from 2019. This success can be attributed to a shift in travel patterns, with customers favoring fewer but more immersive and meaningful experiences in single destinations.


Active travel adventures are becoming increasingly popular among older adults who are seeking unique and immersive experiences. G Adventures’ Geluxe Collection caters to this demand by offering luxury travel experiences that prioritize sustainability and community engagement. As the travel industry adapts to the needs of older travelers, companies like G Adventures are thriving and exceeding expectations.

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