TORONTO — Leading small-group adventure tour operator G Adventures has reinvented how it presents its lineup of trips by segmenting them into brochures based on ‘travel styles’ rather than by destination.

The move has been made following feedback from travel agents, the major benefit being they can easily establish which is the right kind of travel experience to book a traveller on based on their interests and budget.

Jeff Russill, VP of Innovation, G Adventures, says the seven groupings of trips reflect that adventure travel has evolved to appeal to all demographics of travellers, with different types and service levels of adventure travel now available.

“Our research has revealed travellers are now looking for an experience that matches their interests rather than a specific destination. Adventure travel is no longer solely the domain of the backpacker and our new travel styles and traveller profiles help match customers to the right trip faster,” says Russill.

The first brochure to launch is G Adventures’ flagship Earth brochure, which in 2014 will feature the company’s lineup of Classic trips, the original travel style G Adventures built its business on.

All brochures will be broken down by regional destinations within each travel style and the Earth brochure launch will be followed by: Yolo – trips designed for 18-30s; Comfort – formerly known as G-Plus, adventure with a softer landing; Marine – G Adventures’ collection of small ship sailing and cruising experiences; Local Living – centre-based, immersive holiday experiences; Family – trips for families looking for more educational holidays; Active – G Adventures’ range of trekking, kayaking, cycling and multisport trips.

The launch of the new travel styles will be supported with learning materials for agents, and the launch video can be seen here at vimeo.com/73418627.

As each brochure is released there will be a video for each travel style as well as fact sheets highlighting a selection of best-selling trips for the style featured.

Physical demands and trip service levels are still highlighted within each brochure, however the comfort service level has been renamed ‘upgraded’ to make way for the Comfort travel style. The service levels available are now identified as camping, basic, standard and upgraded.

The changes are now reflected on the tour operator’s website: gadventures.com.