G Adventures Launches Geluxe Collection to Cater to Active Older Travelers

The travel industry adapts to the growing demand for luxury and active experiences among older travelers.

The travel industry is witnessing a significant shift as older, yet increasingly active, travelers seek more than just conventional luxury tours. G Adventures, renowned for its active, multi-day trips connecting young travelers with diverse cultures and local communities, 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 represent about 35% of its clientele. As the global population ages, the travel industry must adapt and cater to the needs of older travelers who are seeking a lifestyle geared towards wellness and longevity.

Premium Adventures:

G Adventures faces the challenge of meeting the luxury expectations of its older, active travelers without compromising its core values of sustainable and community-focused travel. The Geluxe Collection aims to provide a higher-end experience while maintaining a focus on community tourism. The collection launches with 28 initial trips, offering accommodation options like the Cardamom Tented Camp in Cambodia and Refugio Amazonas in Peru. Travelers can personalize their journey with activities such as a row boat ride and yoga session in Nepal, a Cape Malay cooking class in South Africa, or a Jeep safari in southern Morocco to experience the Saharan nomad cultural heritage.

Paying a Premium Price:

The Geluxe Collection is positioned as a premium offering and is priced higher than G Adventures’ other premium product, National Geographic Journeys. The pricing varies depending on the destination, with the average cost per person for an 8-day Costa Rica trip being $3,620, excluding flights. While catering to older travelers influenced the creation of Geluxe trips, there are no age restrictions, allowing travelers of all ages to enjoy the active and luxury experiences.

Strong Financial Performance:

G Adventures recently experienced its strongest financial performance in 33 years, surpassing pre-COVID levels. The company has seen a 50% increase in business compared to 2022 and a 20% increase from 2019. This growth aligns with a shift in travel patterns, with travelers favoring fewer but extended and more in-depth stays in destinations. G Adventures’ focus on providing meaningful experiences resonates with travelers who are seeking immersive and authentic travel experiences.


As the global population ages, the travel industry must adapt to the changing needs of older travelers who are seeking active and luxury experiences. G Adventures’ Geluxe Collection caters to this growing demand by offering premium adventures that combine luxury and active experiences while maintaining a focus on sustainability and community tourism. The strong financial performance of G Adventures demonstrates the success of this approach, as travelers increasingly seek meaningful and immersive travel experiences. With the Geluxe Collection, G Adventures is poised to meet the evolving needs of older travelers and provide them with unforgettable journeys that combine adventure, luxury, and a positive impact on local communities.






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