Last week, after years of arguments and debates, popular Canadian-based tour operator Gap Adventures formally changed its name to G Adventures, avoiding a lengthy legal battle with a U.S. clothing retailer that had filed suit against the company.
Bruce Poon Tip, G Adventures’ founder, said that the change was what was best for the business. “It’s about happiness and freedom,” he told Travel Agent in a phone interview. “After this summer, it was apparent that I was headed into a life of appeals. I wanted to be free, so I took a bold move. Freedom lies in being bold…I was headed for a life of fighting, and I’m done fighting this issue.” Although the company’s lawyers were looking to settle, Tip realized that he was fighting over two letters, and that those two letters were not worth a lengthy legal battle.
To help decide on a course of action, Tip hired brand companies who spent months polling the company’s customers, partners, agents and employees for recommendations of names. “In the end, I didn’t go with their recommendation,” Tip laughed. “Their names were travel-centric, and our brand transcends travel. I wanted to take the opportunity to do something different.” With the model of the W Hotel chain, the newly renamed O.co website and M Resorts firmly in mind (not to mention the company’s own G Lodge, which will open in Peru in January), G Adventures was selected. “I don’t think it will affect business,” Tip said regarding the change. “We’ve done a good job in how we’ve executed the transition.” Now that this particular battle is winding down, Tip says that he can focus on the brand’s new North American product, which will include 70 new tours. G Adventures will also be partnering with the TV program Extreme Makeover Home Edition, sending people on adventure trips while their houses are rebuilt, and with Wheel of Fortune, offering tours on the wheel. Perhaps somewhat ironically, Tip noted that in the wake of the name change, the brand has had its biggest sales day ever. “We have never had a September day this big in the history of the company,” he said happily.
Last week, after years of arguments and debates, popular Canadian-based tour operator Gap Adventures formally changed its name to G Adventures, avoiding a lengthy legal battle with a U.S. clothing retailer that had filed suit against the company.