Active Travel Group

What Active Travel Group does

Active Travel Group is a UK-based, PE-backed (Mobeus) experiential travel operator headquartered in Richmond, United Kingdom, founded in 2016. The company functions as a multi-brand platform under the Wilderness Group umbrella, selling curated active, adventure, and luxury holiday packages directly to individual consumers. Its brand portfolio comprises Wilderness Scotland, Wilderness England, Wilderness Ireland, and Wilderness Private Travel (UK and Ireland adventure holidays), Ski Solutions (alpine ski holidays), and Cycling for Softies (luxury cycling holidays), expanded by the 2025 acquisitions of MV Luxury Travel (US-focused luxury travel) and Inspired Italy Cycle Business (Italian cycling tourism).

The business model is direct-to-consumer and transaction-based: revenue is generated through one-time package bookings made via the company's branded websites, with pricing varying by destination, duration, accommodation level, and season. Customer segments include active experiential travelers, luxury travelers, cycling tourists, and sustainability-focused tourists. The company sells through its own digital channels and the Virtuoso luxury travel advisor network, holds ATOL, ABTA, ABTOT, and Green Tourism Gold certifications, and positions sustainability as a core differentiator via carbon-scored tours, a 50% carbon emissions reduction target by 2030, and partnerships with John Muir Trust, Burrenbeo, and World Bicycle Relief.

No proprietary technology platform, AI/ML capability, or application surface was disclosed in available sources. The company's claimed competitive advantages rest on first-hand destination expertise from staff who have lived and worked in operating regions, an established multi-brand portfolio, and recognized ESG and trust credentials, with an active acquisition-led expansion strategy underwritten by Mobeus capital.

Name

Active Travel Group

Website

https://activetravelgroup.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Active Travel Group is a UK-based, PE-backed experiential travel operator selling curated active, adventure, and luxury holiday packages directly to consumers through a portfolio of branded websites including Wilderness Scotland/England/Ireland, Ski Solutions, and Cycling for Softies.

Ownership category

akta.pro rank

Product category

Experiential Travel Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure & Expedition Travel Agencies (THAKAFAB)

akta.pro secondary industries

Luxury & Premium Leisure Travel Agencies (THAKABAC), Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

Keywords

• Experiential travel services
• Luxury adventure holidays
• Guided cycling tours
• Ski holiday packages
• Sustainable tourism experiences

Headquarters

HQ city

Richmond

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Package Holidays and Tours: The company generates revenue through selling curated experiential holiday packages and tours across its brand portfolio including Wilderness Scotland, Wilderness England, Wilderness Ireland, Ski Solutions, Cycling for Softies, and Wilderness Private Travel. Revenue is primarily one-time transaction-based from individual bookings.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Active Travel Group curates and sells active and luxury experiential holiday packages to individual consumers through a portfolio of six specialist sub-brands under the Wilderness Group umbrella. Offerings span guided walking, cycling, and skiing holidays across the UK, Ireland, the US, and European destinations, with each package combining outdoor activities, premium accommodation, fine cuisine, and sustainable tourism practices.

Product overview

Active Travel Group operates a portfolio of experiential travel brands under the Wilderness Group umbrella, offering active and luxury holiday experiences. The portfolio includes Wilderness Scotland, Wilderness England, Wilderness Ireland, and Wilderness Private Travel (providing experiential holidays across the UK and Ireland), Ski Solutions (skiing holidays), and Cycling for Softies (cycling holidays). The company has expanded through acquisitions including MV Luxury Travel (US-focused luxury travel) and Inspired Italy Cycle Business, supported by investment partner Mobeus. The portfolio emphasizes sustainable tourism with carbon scoring, conservation schemes, and partnerships with environmental charities.

Differentiator

Problem solved

Functional benefit

Brands

• Wilderness Scotland: Adventure holidays in Scotland
• Wilderness England
• Wilderness Ireland
• Wilderness Private Travel
• Ski Solutions
• Cycling for Softies

Products and services

• Wilderness Scotland Active holiday experiences in Scotland, featuring guided tours, outdoor adventures, and culturally immersive experiences with a focus on sustainable tourism, offered to individual travelers.
• Wilderness England Active holiday experiences in England offering experiential travel adventures with sustainable tourism practices, targeted at individual travelers.
• Wilderness Ireland Active holiday experiences in Ireland featuring experiential travel with a focus on sustainability and local cultural connections, for individual travelers.
• Wilderness Private Travel Private, personalized travel experiences offering bespoke itineraries for individual and group travelers seeking customized luxury trips.
• Ski Solutions Ski holiday services offering expert travel planning for alpine destinations with sustainable travel options including train or car travel and eco-friendly hotel recommendations, for individual travelers.
• Cycling for Softies Cycling holiday experiences designed for all ability levels, featuring carbon-scored tours, sustainable travel practices, and support for the World Bicycle Relief charity.
• MV Luxury Travel US-focused luxury travel firm acquired by Active Travel Group and integrated into the Wilderness division to expand luxury travel offerings to North American clients.

Quantifiable outcome

• Carbon-scored tours providing total transparency on environmental impact
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• World Bicycle ReliefminorOthersCycling for Softies brand supports the charity World Bicycle Relief, which works to improve lives of thousands of people in rural communities through bicycle provision.
• John Muir TrustminorStrategic or Co-development PartnerPartnership to support care and preservation of natural assets. The Trust works to protect and enhance wild places.
• BurrenbeominorStrategic or Co-development PartnerPartnership to help take care of natural assets in Ireland's Burren region, supporting sustainable tourism practices.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Abercrombie & Kent: Luxury experiential and tailor-made tour operator with private-guided itineraries across premium destinations; directly comparable to Wilderness Private Travel and Ski Solutions in offering high-end, curated active and cultural trips.
• Intrepid Travel: Global adventure travel operator running small-group active tours (hiking, cycling, cultural experiences) worldwide; overlaps with Wilderness Scotland/England/Ireland on guided outdoor adventure itineraries and sustainability positioning.
• Scott Dunn: UK-based luxury tour operator specializing in bespoke family, ski, and beach holidays with private guides; closely comparable to Wilderness Private Travel and Ski Solutions on premium experiential delivery and concierge-style service.
• Exodus Adventure Travels: UK-headquartered adventure tour operator offering guided walking, cycling, and cultural trips across Europe and worldwide; directly comparable to the Wilderness and Cycling for Softies brands on guided active itineraries.
• Audley Travel: UK tailor-made travel specialist designing bespoke international trips for high-spend travelers; comparable to Wilderness Private Travel on curated, consultant-led luxury experiential holidays.
• Backroads: US-based active travel company specializing in luxury walking, cycling, and multi-activity guided trips; directly comparable to Cycling for Softies and Wilderness on supported premium active itineraries.
• Explore Worldwide: UK small-group adventure tour operator offering guided walking, cycling, and discovery trips in Europe and beyond; comparable to Wilderness Scotland/England/Ireland on guided adventure package tours.

Broad incumbents

• Kuoni (DER Touristik): Long-established European luxury tour operator with broad destination coverage and premium holiday packages; comparable as a broader incumbent in the upscale packaged-experiential space, though less specialized in active outdoor niches.
• Trafalgar / TTC Tour Brands: Large guided-holiday brand operating worldwide multi-day tours across Europe, the Americas, and beyond; comparable as an incumbent in guided multi-day tour packages, though mass-market rather than luxury-active focused.

Emerging players

• MV Luxury Travel: US-focused luxury travel firm now integrated into Active Travel Group's Wilderness division; relevant as a recently-acquired peer asset showcasing the group's US luxury adjacency and a stand-alone comparable on premium tailor-made US itineraries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/active-travel-group

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Active Travel Group