G Adventures has rebranded its youth brand from Yolo to ’18-to-Thirtysomethings’.
The adventure tour operator has changed the name of its You Only Live Once tours to make it clearer to clients that the trips are designed for people aged from 18 to 39 years old.
The operator has also bolstered its product range with eight new trips, including a Thai Full Moon Party experience and additional tours in Japan, the Philippines, Laos and Indonesia.
G Adventures already has a tie-up with Thomas Cook’s youth brand Club Xtra, introduced a year ago as a sister brand to Club 18-30. It provides adventure youth tours, including homestays, from its 18-to-Thirtysomethings range to Club Xtra to offer a broader range of trips to Cook’s younger customers.
The rebrand by G Adventures is designed to make its youth brand more transparent, said managing director Brian Young.
He said: “We’ve had lots of fun with the Yolo brand and being part of the zeitgeist, but as a customer-oriented organisation we want to make things easier for our travellers and our agent partners.”
The youth market is a growing part of G Adventures’ business globally. Since its launch in 2012, the 18-39 age bracket has seen growth of passenger numbers of more than 85%, outpacing the operator’s eight other trip styles.
The youth brand has 185 tours in total.